Chapter 13

Question 1

1. The Internet has created a new marketing phenomenon called viral marketing. Some business experts claim viral marketing is electronic ________ ___ ________

Answer 1

word of mouth

Question 2

Others claim viral marketing differs because the __________ & those who spread the message have a vested interest in __________ others to spread the word

Answer 2

originator,recruiting

Question 3

Ease of use of the ________ combined with other sources for electronic communication such as text messaging makes these forms of media ideal for viral marketing.

Answer 3

Internet

Question 4

Many people delete __________ __________ and often spam filters prevent people from even receiving them. In viral marketing the message is coming from a __________, so it is opened.

Answer 4

e-mail advertisements,friend

Question 5

Good __________ is a crucial element in a company’s efforts to build profitable customer relationships.

Answer 5

communication

Question 6

A company’s promotion mix—its marketing communications mix—consists of the tools the company uses to communicate __________ __________ and build customer __________ persuasively.

Answer 6

customer value, relationships

Question 7

The whole marketing mix must be integrated to deliver a __________ message & __________ __________ .

Answer 7

consistent, strategic positioning

Question 8

Five major promotion tools: __________ , sales __________ , __________ __________, __________ __________ , and __________ __________ .

Answer 8

advertising, promotion, personal selling, public relations, direct marketing.

Question 9

In past decades, marketers perfected mass marketing: selling highly __________ products to consumer masses. They developed effective mass __________ techniques to support these strategies.

Answer 9

standardized, media

Question 10

Today, no other area of marketing is changing so profoundly as marketing __________.

Answer 10

communications

Question 11

Several major factors are changing the face of today’s marketing communications: consumers are better __________ and use the Internet to exchange __________ -related information and marketers are shifting away from __________ __________

Answer 11

informed, brand, mass marketing

Question 12

New communications technologies give companies new media for interacting with targeting consumers who have more control over the __________ and __________ of messages they choose to __________ & __________.

Answer 12

nature, timing, send, receive

Question 13

__________ marketing & the changing communications environment are giving birth to a new marketing communications model: television, magazines & other mass media are __________ .

Answer 13

Targeted, declining

Question 14

Companies are doing less broadcasting and more __________ .

Answer 14

narrowcasting

Question 15

Some advertising industry experts predict a doom-and-gloom “chaos scenario” in which the old “__________ __________ __________ ” model will collapse entirely

Answer 15

mass media communications

Question 16

Consumers, especially __________ ones, appear to be turning away from the major television networks in favor of cable TV or altogether different media.

Answer 16

younger

Question 17

Large advertisers are shifting away from network TV to more __________ , __________, __________ media.

Answer 17

targeted, cost-effective, interactive

Question 18

Conflicting messages from different sources can result in confused company __________ , __________ positions, and customer relationships. Mass media advertisements say one thing while a price __________ sends a different signal.

Answer 18

images, brand, promotion

Question 19

These communications often come from different parts of the company:

• Ads are planned & implemented by the advertising department or an agency
• __________ __________ communications are developed by sales
• Specialists are responsible for __________ __________ and __________ _________.

Answer 19

Personal selling, public relations, promotional events

Question 20

More companies are adopting __________ __________ __________ . Under this concept the company integrates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its brands.

Answer 20

integrated marketing communications

Question 21

IMC calls for recognizing __________ __________ where the customer may encounter the company & its brands. Each brand contact will deliver a message, whether good, bad, or indifferent.

Answer 21

contact points

Question 22

IMC ties together all company messages & images because different media play unique roles in __________ , __________ , and __________ consumers.

Answer 22

attracting, informing, persuading

Question 23

Some companies appoint marketing communications directors, with overall responsibility for company communications efforts. It places the responsibility in someone’s hands to __________ the company’s image as it is shaped by thousands of company activities. The starting point is an __________ of all the potential interactions target customers may have with the company.

Answer 23

unify, audit

Question 24

Target audience heavily affects… __________ will be said; __________ will say it and __________ , __________ and __________ it will be said.

Answer 24

what, who, how, when , where

Question 25

Determining the Communication Objective: the marketing communicator must decide what __________ is sought, in most cases, the __________ .

Answer 25

response, purchase

Question 26

The communicator needs to know where the target audience __________ in relation to the product and to what state it needs to be moved.

Answer 26

stands

Question 27

A target audience may be in any of six states: (1) __________ ; (2) __________ ;
(3) __________ ;(4) __________ ; (5) __________ (6) __________ .

Answer 27

awareness; knowledge; liking; preference; conviction ,purchase.

Question 28

Selecting Communication Channels - two broad types of communication channels are __________ and __________ .

Answer 28

personal, nonpersonal

Question 29

Nonpersonal communication channels are media that carry messages without personal contact or __________ media.

Answer 29

feedback

Question 30

Factors that make a source credible:

• __________ – communicator’s perceived authority needed to back the claim
• __________ - how objective and honest the source appears to be
• __________ - is how attractive the source is to the audience

Answer 30

Expertise, Trustworthiness, Likability

Question 31

Sales Method: Many companies set their __________ budget at a certain percentage of current or forecasted sales

Answer 31

promotion

Question 32

Competitive Parity Method: Some companies watch __________ advertising or get promotion spending estimates from publications or __________ __________.

Answer 32

competitor, trade associations

Question 33

For hotels, restaurants & other hospitality companies, __________ represents the largest __________ item in their budgets.

Answer 33

advertising, expenditure

Question 34

Advertising can reach masses of __________ dispersed buyers at a low cost __________ __________ .

Answer 34

geographically, per exposure

Question 35

Personal selling is the most effective tool at building buyer __________ , __________ , and __________ . It involves personal interaction between two or more people, allowing each to observe the other’s __________ and __________ and make quick __________ .

Answer 35

preference, conviction, purchase, needs, characteristics, adjustments

Question 36

Sales promotion can __________ product offers & boost sagging sales; however, short-lived effects don’t build long-run __________ __________ .

Answer 36

dramatize, brand preference

Question 37

Public relations can reach many prospects who __________ salespeople & advertisements. A relatively new addition is the infomercial, a hybrid between __________ and __________ __________ .

Answer 37

avoid, advertising , public relations.

Question 38

Promotional tools vary in their effects at different stages of buyer readiness. Advertising plays a major role in the __________ and __________ stages.

Answer 38

awareness, knowledge

Question 39

Closing the sale is accomplished primarily with sales __________ and sales __________ . These are high-costs and should focus on later stages.

Answer 39

calls, promotion

Question 40

Product Life-Cycle Stage: effects of promotion tools also vary with stages of the product life cycle: __________ , __________ , __________ , __________ .

Answer 40

introduction, growth, maturity, decline.

Question 41

The first step an advertising program is to set advertising __________ based on information about the target __________ , positioning, and marketing mix.

Answer 41

objectives, market

Question 42

If your property or service is __________ with the claims made, you will probably do little more than increase the number of dissatisfied guests.

Answer 42

inconsistent

Question 43

Another decision is how much will be spent for __________ and how much for tactical advertising. Tactical advertising deals with sales promotions and often includes __________ __________ .

Answer 43

strategic, price discounts

Question 44

When times are tough, there is a tendency to __________ the advertising budget, which can lead to continued poor __________ and the eventual decline of the business.

Answer 44

cut, sales

Question 45

To gain & hold attention, today’s ad messages must be better planned: more __________ , __________ , and __________ to consumers.

Answer 45

imaginative, entertaining, rewarding

Question 46

The advertiser must decide the amount of advertisement exposure: __________ measures percentage of people exposed to the ad campaign and __________ measures how many times the average person is exposed to the message.

Answer 46

reach, frequency

Question 47

The advertiser must decide how to schedule advertising over the course of a year. __________ means scheduling ads evenly in a given period while __________ is scheduling ads in bursts.

Answer 47

Continuity, pulsing

Question 48

To spend a large advertising budget wisely, advertisers must: define their advertising __________ , develop a sound __________ , create a good __________ , make __________ decisions, __________ the results

Answer 48

objectives, budget, message, media, evaluate