Chapter 14

Question 1

Advertising

Answer 1

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

Question 2

Sales promotion

Answer 2

Short-term incentive to encourage the purchase or sale of a product or service.

Question 3

Personal selling

Answer 3

Personal interaction by the firm’s sales force for the purpose of engaging customers, making sales and building customer relationships.

Question 4

Public relations

Answer 4

Building good relations with the company’s various publics by obtaining favourable publicity.

Question 5

Direct and digital marketing

Answer 5

Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Question 6

Promotion mix (marketing communication mix)

Answer 6

The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationship.

Question 7

Content marketing

Answer 7

Creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels.

Question 8

Integrated marketing communications (IMC)

Answer 8

Involves carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Question 9

Buyer-readiness stages

Answer 9

The stages consumers normally pass through on their way to purchase;
Awareness
Knowledge
Liking
Preference
Conviction and finally the actual purchase.

Question 10

Personal communication channels

Answer 10

Channels through which two or more people communicate directly with each other, including face-to-face, on the phone, via mail or email, or even through an internet chat.

Question 11

Word-of-mouth influence

Answer 11

The impact of the personal words and recommendations of trusted friends, family, associates, and other consumers on buying behaviour.

Question 12

Buzz marketing

Answer 12

Cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.

Question 13

Non-personal communication channels

Answer 13

Media that carry messages without personal contact or feedback, including major media, atmospheres, and events.

Question 14

Rational appeal

Answer 14

This relates to the audience’s self-interest.

Question 15

Emotional appeal

Answer 15

This is an attempt to stir up positive or negative emotions to motivate a purchase.

Question 16

Moral appeal

Answer 16

This is directed to an audience’s sense of what is right and proper.

Question 17

Opinion leaders

Answer 17

These are people whose opinions are sought by others.

Question 18

The affordable method

Answer 18

This sets the promotion budget at the level of management thinks the company can afford.

Question 19

Percentage-of-sales

Answer 19

This sets the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.

Question 20

Competitive-parity method

Answer 20

Setting the promotion budget to match competitors outlays.

Question 21

Objective-and-task method

Answer 21

Developing the promotion budget by (Defining specific promotion), determining the task needed to achieve these objectives, and estimating the cost of performing these task. the sum of these costs is the proposed promotion budget.

Question 22

Push strategy

Answer 22

Involves “pushing” the product through marketing channels to final consumers.

Question 23

Pull strategy

Answer 23

The producer directs its marketing activities (primarily advertising and consumer promotion) toward final consumers to induce them to buy the product.