Chapter 14

Question 1

Promotion mix compoenents

Answer 1

advertising
personal selling
sales promotion
public relations

Question 2

personal selling -promotion mix

Answer 2

sales rep reahcing out to indivdual customers

it is often more expensive than ads but more effective too

Question 3

Sales promotion

Answer 3

use of short term incentives to encourage product buying

50% off and all

con: they might alway swant it

Question 4

Public relation

Answer 4

sponshorships and events and news releases

it can be bad publicity if odne wrong though

Question 5

advertising

Answer 5

paid message through tv radio social media

Question 6

integrated marketing communications

Answer 6

co-ordinating all aspects of promtion mix to send clear and consistent message to customers

Question 7

what is the largest share of promotional spending

Answer 7

ADVERTISING

Question 8

7 MAJOR ADVERRTISN CATEGOREIS

Answer 8

TV
RADIO
SOCIAL MEDIA/ONLINE
NEWSPAPERS
OUTDOOR
MAGAZINE
DIRECCT MAIL

Question 9

PROS AND CONS OF ADDS

Answer 9

largest reach and frequently

expensive and gorgettable

Question 10

direct mail pro and cons

Answer 10

selective and targeted
easy measure perfomnace

EXPENSIVE and thrown out

Question 11

Newspaper pro and con

Answer 11

can reach large audiences
ads can be frequent

short life only 1 day

Question 12

RADIO pro and con

Answer 12

can target local uadience
low cost

no visuals

Question 13

magazine pro and con

Answer 13

targeted
long life

high cost
LONG lead time (30-90 days)

Question 14

online pro and con

Answer 14

selective targeitn
cheap

cost per click can be high
security and privacy

Question 15

outdoor pro and con ads

Answer 15

location selectivity
close to point of sale

short messages only
doesnt attracct attention

Question 16

what is personal selling used for

Answer 16

car sales house sales

A)HIGH DOLLAR VALUE GOODS AND SERVICES
B) large amounts being sold (B2B)
C) to make sure you dont make embarazzing choices

Question 17

steps in personal selling process

Answer 17

1) prospecting (research potential clients)

2) approach the prospect

3) present + product demo

4) answer objections

5) make the sale

6) follow up

Question 18

sales promo methods

Answer 18

coupons

samples

premiums

frequent use incentive

point of purchase display

contest

Question 19

PR Public relations tools

Answer 19

1) press release (one doc w 300=500 words) given to media

2) press conference (company officials meet w media)

3) sponsorship (sponsoring events) NOT Partnerships!!!!!!!!!!!!11

Question 20

Promotional Campaign

Answer 20

The way you combine 4 coponents of promo mix (ad, personal selling, pr and sales promo)

IT DEPENDS ON THE COMPANY!

Question 21

channels of distribution of promos

Answer 21

1) Direct channel
2) producer to retailer to customer channel
3) producer to wholesaler to retailer to customer
4) producer to agent to wholesaler to retailer to customer

Question 22

DC distribution

Answer 22

producer sells directly to customer

Question 23

2 step distribution

Answer 23

producer to wholesaler to retailers to customers

Question 24

intermediaries

Answer 24

wholesalers and retailers and agents

Question 25

benefits of intermediaries

Answer 25

1) break bulk: sell small sizes
2) instant sales infrastrufutre: not expensive to sell
3) efficincy and variety

Question 26

3 types of wholesalers

Answer 26

merchant :

commision merchant: carry merchandise and negotiates sales for maunfactureres

agents: independant sales pro

browkers;: specializes in 1 commodity, represent either buyer or seller an dis temprorary

Question 27

4 factors that differentiate physical retailers

Answer 27

1) #prod categories
2) prciing
3) distribution intensity (level of market coverage, how many outliets sell this product)
4)sie and selection

Question 28

intensive distribution

Answer 28

convenience goods

Question 29

warehouse showroom

Answer 29

ikea

Question 30

warehouse clusb

Answer 30

costco

Question 31

offprice retailers selling manufacturers returns and off season at below wholesale price

HOME SENSE

Answer 31

offprice retailers selling manufacturers returns and off season at below wholesale price

HOME SENSE

Question 32

category killers

Answer 32

large speciality stores focuing on 1 product line

PETSMART

Question 33

EXCLUSIVE DISTRIBUTION

Question 34

non stroe retailing

Answer 34

direct selling

direct marketing: use of telephone, internet, non perosnal media to communicate

-caalogue marketing: org provide catalogue where customers place orders though
-direct repsonse:online and tele orders
-telemarketing
-television home shpping

online retailing

vending machines

Question 35

what type of retialing is online retailing

Answer 35

direct to consumer

Question 36

3 functiions of physical distribution

Answer 36

inventory manamgent : how much inventory should we keep on hand (too much or too little)

warehousing: picking and packing goods for shipment
; shipping produccts through distribution for customers
transportation

Question 37

stock out

Answer 37

when too little inventory :( BAD

Question 38

Although intermediaries can be eliminated, the functions they perform cannot.

Answer 38

Although intermediaries can be eliminated, the functions they perform cannot.

Question 39

does decreasing intermediaries increase or decrease sales revenue

Answer 39

it depends

Question 40

IS IT MODE OF DIST OR METHOD

Answer 40

MODE!

Question 41

who doesnt take title of good they sell

Answer 41

AGENTS/BROKERS

Question 42

wholesalers take title to the goods they sell, but they do not sell to consumers

Answer 42

wholesalers take title to the goods they sell, but they do not sell to consumers

Question 43

Channel of distribution:

VS
Mode of distribution:

Answer 43

Channel of distribution: mix of marketing intermediaries a producer uses [wholesalers/retailers].

Mode of distribution: actual type of transportation for moving physical goods from one point to anothe [plane,ship]