Chapter 13: Promoting Products

Question 1

Promotion Mx

Answer 1

is a companies total marketing communication program a blend of:

advertising
sales promotion
public relations
personal selling

Question 2

Advertising

Answer 2

any paid form of non personal presentation of ideas, goods or services by an identified sponsor

Question 3

Sales Promotion

Answer 3

short-term incentives to encourage the purchase or sale of a product or service

Question 4

Personal Selling

Answer 4

personal presentation by the firm’s sales force for the purpose of making sales and building customer realtionships

Question 5

Public Relations

Answer 5

building good relations w the companies various publics by obtaining favorable publicity, building a good corporate image

Question 6

Direct Marketing

Answer 6

Direct Communications w carefully targeted individual consumers to both obtain an immediate response and cultivate lasting relationships- through direct mail etc

Question 7

Buyer Readiness State

Answer 7

Awareness
Knowledge
Liking
Preference
Conviction
Purchase

Question 8

Total Marketing Communications Budget 4

Answer 8

Affordable Method
Percentage of Sales Method
Competitive Parity Method
Objective and Task Method

Question 9

Affordable Method

Answer 9

based on what you think the company can afford

Question 10

Percentage of Sales Method

Answer 10

based on a percentage of current or forecasted sales

Question 11

Competitive Parity Method

Answer 11

based on competitors budgets

Question 12

Objective and Task Method

Answer 12

based on objectives, tasks and estimated costs

Question 13

Factors in Setting the Promotion Mix

Answer 13

Types of Product/Markte
Push vs Pull Strategy
Buyer Readiness State
Product Life-Cycle Stage

Question 14

Push Strategy

Answer 14

push the product through distribution channels. focused primarily on channel members to induce them to order and carry the product and promote it to final consumers

utilizes personel selling and trade promotion

Question 15

Pull Strategy

Answer 15

a company directs its marketing activities toward final customers

advertisements and consumer promotion

Question 16

Major Decisions in Advertising

Answer 16

Setting the objectives
setting the budget
message decision
media decisions
campaign evaluation

Question 17

Types of Advertising 3

Answer 17

informative: new products or feature build
persuasive: used when compeitition increases
reminder: for matures products -keep them thinking about it