Chapter 13

Question 1

Promotion:

Answer 1

Communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior.

Question 2

Personal Selling:

Answer 2

Involves direct spoken communication between sellers and potential customers

Question 3

Mass Selling:

Answer 3

Communicating with larger numbers of potential customers at the same time.

Question 4

Advertising:

Answer 4

Any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.

Question 5

Publicity:

Answer 5

Any unpaid form of nonpersonal presentation of ideas, goods, or services.

Question 6

Sales Promotion:

Answer 6

Refers to promotion activities other than advertising, publicity, and personal selling, that stimulate interest, trial, or purchase by final customers or others in the channel.

Question 7

Sales Managers:

Answer 7

Concerned with managing personal selling.

Question 8

Advertising Managers:

Answer 8

Manage their company’s mass-selling effort - in television, newspapers, magazines and other media.

Question 9

Public Relations:

Answer 9

Communication with noncustomers, including labor, public interest groups, stockholders, and the government.

Question 10

Sales Promotion Managers:

Answer 10

Manage their company’s sales promotion effort.

Question 11

Integrated Marketing Communications:

Answer 11

The intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message.

Question 12

AIDA Model:

Answer 12

There are four promotion jobs:

(1) To get Attention
(2) To hold Interest
(3) to arouse Desire
(4) to obtain Action

Question 13

Communication Process:

Answer 13

A source trying to reach a receiver with a message.

Question 14

Source:

Answer 14

The sender of the message.

Question 15

Receiver:

Answer 15

A potential customer.

Question 16

Noise:

Answer 16

Any distraction that redues the effectiveness of the communication process. Example: when you talk during a commercial.

Question 17

Encoding:

Answer 17

The source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver.

Question 18

Decoding:

Answer 18

The receiver translating the message.

Question 19

Pushing (a product through a channel):

Answer 19

Using a normal promotion effort (personal selling, advertising, and sales promotion) to help sell the whole marketing mix to possible channel members.

Question 20

Pulling:

Answer 20

Getting customers to ask intermediaries for the product.

Question 21

Adoption Curve:

Answer 21

Emphasizes the relations among groups and shows that individuals in some groups act as leaders in accepting a new idea.

Question 22

Innovators:

Answer 22

The first to adopt

Question 23

Early Adopters:

Answer 23

Well respected by their peers and often are opinion leaders. Tend to be younger, more mobile, and more creative than later adopters.

Question 24

Early Majority:

Answer 24

Avoids risk and waits to consider a new idea after many early adopters have tried it it and liked it.

Question 25

Late Majority:

Answer 25

Cautious about new ideas, often are older and more set in their ways.

Question 26

Laggards/Nonadopters:

Answer 26

Prefer to do things the way they’ve been done in the past and are very suspicious of new ideas. Tend to be older and less well educated.

Question 27

Primary Demand:

Answer 27

Demand for the general product idea, not just for the company’s own brand. Built during market introduction.

Question 28

Selective Demand:

Answer 28

Demand for a company’s own brand. The main job is to persuade customers to buy, and keep buying, the company’s product. Built during market growth.

Question 29

Task Method:

Answer 29

Basing the budget on the job to be done.