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marketing > Chapter 15 > Flashcards

Chapter 15 Flashcards

1
Q

What part of marketing
- coordinates all promotional activities
- supports big idea
- provides a consistent message across all audiences
- leads to a good company-customer relationship

A

Integrated Marketing Communications

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2
Q

What term represents the promotion part of the marketing mix, encompasses a variety of communication disciplines, and provides clarity, consistency, and maximum communicative impact

A

Integrated Marketing Communications (IMC)

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3
Q

What term is based on piercing insights into target market needs with succinct expression as a central idea of campaign that brings core refit to life through connection with brand and usage of promotional mix to communicate their messaging to the public

A

The Big Idea of Integrated Market

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4
Q

What type of mix uses one or more of the 6 communication tools to inform prospective buyers to create awareness, persuade them to try product to encourage trial, and remind them of benefits to encourage repeat purchase

A

Promotional Mix

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5
Q

What are the 6 elements of the marketing mix?

A

Advertising
Personal Selling
Public Relations
Sales Promotion
Direct Marketing
Online Marketing

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6
Q

Which type of promotional mix element is a paid form o non-personal communication about product/service/ company

A

Advertising

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7
Q

Which type of promotional mix element is a two way communication between buyer and seller

A

Personal Selling

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8
Q

Which type of promotional mix element is to build good relations with public using unpaid publicity

A

Public Relations

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9
Q

Which type of promotional mix element is a short term incentive or inducement of vale

A

Sales Promotion

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10
Q

Which type of promotional mix element is a direct communication to obtain and generate response

A

Direct Marketing

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11
Q

Which type of promotional mix element is shown on a website, blog, or other form of social media

A

Online Marketing

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12
Q

The promotional element ADVERTISING is produced by Mass or Customization

A

Mass

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13
Q

The promotional element PERSONAL SELLING is Mass or Customization element

A

Customized

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14
Q

The promotional element PUBLIC RELATIONS is Mass or Customization element

A

Mass

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15
Q

The promotional element SALES PROMOTION is Mass or Customization element

A

Mass

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16
Q

The promotional element DIRECT MARKETING is Mass or Customization element

A

Customized

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17
Q

The fee paid for space or time is associated with which promotional mix element?

A

Advertising

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18
Q

Fees paid to salespeople as either salaries or commissions is associated with which promotional mix element?

A

Personal Selling

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19
Q

No direct payment to media is associated with which promotional mix element?

A

Public Relations

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20
Q

Wide range of fees paid, depending on promotion selected is associated with which promotional mix element?

A

Sales Promotion

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21
Q

Cost of communication through mail, telephone, or computer is associated with which promotional mix element?

A

Direct Marketing

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22
Q

Efficient means for reaching large numbers of people is a strength associated with which element of the promotional mix?

A

Advertisement

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23
Q
  • Immediate feedback
  • Very persuasive
  • Can select audience
  • Can give complex information
    is a strength associated with which element of the promotional mix?
A

Personal Selling

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24
Q
  • Often most credible source in the consumer’s mind
    is a strength associated with which element of the promotional mix?
A

Public Relations

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25
Q
  • Effective at changing behavior in the short run
  • very flexible
    is a strength associated with which element of the promotional mix?
A

Sales Promotion

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26
Q
  • Messages can be prepared quickly
    -Facilitates relationship with customer
    is a strength associated with which element of the promotional mix?
A

Direct Marketing

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27
Q
  • High absolute costs
  • Difficult to receive good feedback
    is a weakness associated with which element of the promotional mix?
A

Advertising

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28
Q
  • Extremely expensive per exposure
  • Messages may differ between salespeople
    is a weakness associated with which element of the promotional mix?
A

Personal Selling

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29
Q

Difficult to get media cooperation
is a weakness associated with which element of the promotional mix?

A

Public Relations

30
Q
  • Easily abused
  • Can lead to promotion wars
  • Easily duplicated
    is a weakness associated with which element of the promotional mix?
A

Sales Promotion

31
Q
  • Declining customers response
  • Database management is expensive
    is a weakness associated with which element of the promotional mix?
A

Direct Marketing

32
Q

What are the factors affecting choice of promotional mix?

A

Nature of the product
Stage in Product Life Cycle
Target Market Factors
Stage of Buying Decisions
Promotion Funds
Push or Pull Strategy

33
Q
  • Complexity
  • Risk
  • Ancillary Services
    are all examples of
A

Product Characteristics

34
Q

T/F- The more a product has complexity, risk, and ancillary services, the greater the reliance on personal selling

A

True

35
Q

slide 19

A
36
Q

What is the promotional objective for the Introduction phase of the product life cycle?

A

To inform

37
Q

What is the promotional objective for the Growth phase of the product life cycle?

A

To persuade

38
Q

What is the promotional objective for the Maturity phase of the product life cycle?

A

To remind

39
Q

What is the promotional objective for the Decline phase of the product life cycle?

A

To phase out

40
Q
  • Publicity in magazines
  • Advertising
  • Salesforce calling on intermediaries
  • Sales promotion in form of free samples
    is the promotional activity of which stage of the product life cycle?
A

Introduction Stage

41
Q
  • Personal selling to intermediaries
  • Advertising to differentiate a product from competing brands
    is the promotional activity of which stage of the product life cycle?
A

Growth Stage

42
Q
  • Reminder advertising
  • Sales promotion in form of discounts, coupons, and events
  • Limited personal selling
  • Direct-mail reminders
A

Maturity Stage

43
Q
  • Little money spent on promotion
    is the promotional activity of which stage of the product life cycle?
A

Decline Stage

44
Q

What are the two ways to get to know your target market?

A

Marketing Research
Market Segmentation Process

45
Q

What are the two ways to assess target audience characteristics?

A

By consumers
Businesses

46
Q

T/F- Consumer characteristics within target markets have more mass media and promotion

A

True

47
Q

T/F- Businesses have characteristics such as personal selling, direct marketing, promotions, and advertising in trade pubs

A

True

48
Q

What are the 3 stages of the buying process?

A

Prepurchase Stage
Purchase Stage
Postpurchase Stage

49
Q

What is the most important part of the repurchase stage?

A

Advertising

50
Q

What is the most important part of the purchase stage

A

Personal Selling

51
Q

What is the most important part of the postpurchase stage?

A

Personal Selling and Advertising

52
Q

What are the 5 steps if the consumer decision making process?

A

1) Need Recognition
2) Information searching and processing
3) Identification and evaluation or alternative
4) Purchase Decision
5) Post-purchase behavior

53
Q

1) Need Recognition
2) Information searching and processing
3) Identification and evaluation or alternative
4) Purchase Decision
5) Post-purchase behavior
are the steps in which process?

A

Consumer Decision Making Process

54
Q

What are the common integrated marketing communications for step 1: need recognition of the consumer decision making process?

A

Advertising
Trade Shows
Conference
Social Media
Website

55
Q

Advertising
Trade Shows
Conference
Social Media
Website
are all common integrated marketing communication support tools for which step of the consumer decision making process?

A

Step 1: Need Recognition

56
Q

What are the common integrated marketing communications for step 2: Information Searching and Processing of the consumer decision making process?

A

Email
Web Content
Product Info
Online Reviews
Blogs
White paper

57
Q

Email
Web Content
Product Info
Online Reviews
Blogs
White paper
are all common integrated marketing communication support tools for which step of the consumer decision making process?

A

Step 2: Information Searching and Processing

58
Q

What are the common integrated marketing communications for step 3: Identification and Evaluation of Alternatives of the consumer decision making process?

A

Presentations
Cases Studies
Videos
Product Demonstrations
Comparisons

59
Q

Presentations
Cases Studies
Videos
Product Demonstrations
Comparisons
are all common integrated marketing communication support tools for which step of the consumer decision making process?

A

Step 3: Identification and Evaluation of Alternatives

60
Q

What are the common integrated marketing communications for step 4: Purchase Decision of the consumer decision making process?

A

Testimonials
Discounts
Sales Promotions

61
Q

Testimonials
Discounts
Sales Promotions
are all common integrated marketing communication support tools for which step of the consumer decision making process?

A

Step 4: Purchase Decisions

62
Q

What are the common integrated marketing communications for step 5: Post-Purchase Decision of the consumer decision making process?

A

Email
Social Media
Surveys

63
Q

Email
Social Media
Surveys
are all common integrated marketing communication support tools for which step of the consumer decision making process?

A

Step 5: Post-Purchase Behavior

64
Q

T/F- the Promotional budget is the most efficient and effective use of a budget?

A

True

65
Q

What are the 4 types of promotional budgeting?

A
  • By % of sales
  • Competitive Parity
  • All you can afford
  • Objective and Task
66
Q

What is the most effective type of promotional budget?

A

Objective and Task

67
Q

What are the two types of channel strategies?

A

Push
Pull

68
Q

Which type of channel strategy is based on directing the promotional mix to
channel members to gain their cooperation in ordering and stocking the product
This type uses personal selling and advertising in trade publications and trade events

A

Push Strategy

69
Q

Which type of channel strategy is based on directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product
This type uses mass selling tools such as advertising

A

Pull Strategy

70
Q

slide 32

A
71
Q
A

marketing (31 decks)

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