Chapter 16 Flashcards

1
Q

The combination of promotional tools an organization uses.

A

Promotion mix

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2
Q

technique that combines all the promotional tools into one comprehensive and unified promotional strategy.

A

Integrated marketing communication

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3
Q

Paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message.

A

Advertising

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4
Q

Advantage and disadvantage of television ads

A

Reaches millions of people with high impact, but it’s expensive.

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5
Q

Putting products into TV shows and movies where they will be seen.

A

Product Placement

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6
Q

A full-length TV program devoted exclusively to promoting goods or services.

A

Infomercial

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7
Q

One Goal of online advertising

A

Push potential customers to the website to learn more about the customer and let the customer learn more about them.

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8
Q

Promotion process that allows marketers to go beyond a monologue, where sellers try to persuade buyers to buy things, to a dialogue in which buyers and sellers work together to create mutually beneficial exchange relationships.

A

Interactive promotion

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9
Q

Social media makes it possible to test ads before before taking them to other media by helping learn what?

A

Learn why people like and dislike messages

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10
Q

Developing a single product and promotional strategy that can be implemented world wide.

A

Global advertising

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11
Q

The face-to-face presentation and promotion of goods and services.

A

Personal selling

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12
Q

Software that integrates social media to create a community-based relationship with customers.

A

Customer Relationship Management (CRM)

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13
Q

What are the 7 steps the selling process

A
  1. Prospect and Qualify
  2. Preapproach
  3. Approach
  4. Make a Presentation
  5. Answer Objections
  6. Close the Sale
  7. Follow up
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14
Q

Researching potential buyers and choosing those most likely to buy.

A

Prospecting

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15
Q

In the selling process, making sure that people have a need for the product, the authority to buy, and the willingness to listen to a sales message.

A

Qualifying

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16
Q

A step in the selling process that consists of a question or statement that moves the selling process toward the actual close.

A

Trial Close

17
Q

What steps can most B2C retail sales people skip

A

Prospecting and qualifying and preapproach

18
Q

What are the four biggest forms of advertising by $

A
  1. Digital
  2. TV
  3. Radio
  4. Newspaper
19
Q

What are the four traditional items in the promotional mix

A

Advertising
Personal Selling
Public Relations
Sales Promotion

20
Q

The management function that evaluates public attitudes, changes policies and procedures in response to the public’s requests, and executes a program of action and information to earn public understanding and acceptance.

A

Public Relations

21
Q

Three steps to public relations Program

A
  1. Listen to the public
  2. Change policies and procedures
  3. Inform people you’re responsive to their needs
22
Q

Any information about an individual, product, or organization that’s distributed to the public through the media and that’s not paid for or controlled by the seller

A

Publicity, the talking arm of public relations

23
Q

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities.

A

Sales Promotion

24
Q

A promotional tool in which a company lets consumers have a small sample of a product for no charge.

A

Sampling

25
Q

A promotional tool that involves people telling other people about products they’ve purchased.

A

Word-of-mouth promotion

26
Q

The term now used to describe everything from paying customers to say positive things on the Internet to setting up multilevel selling schemes whereby consumers get commissions for directing friends to specific websites.

A

Viral Marketing

27
Q

what has to happen for a blog to succeed

A

A business must take time to post and respond to the customers that leave comments.

28
Q

A means of distributing audio and video programs via the Internet that lets users subscribe to a number of files, also known as feeds, and then hear or view the material at the time they choose

A

Podcasting

29
Q

Key to success with mobile marketing

A

Keep the message brief because mobile users don’t want to read through much text.

30
Q

Promotional strategy in which the producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise.

A

Push Strategy

31
Q

Promotional strategy in which heavy advertising and sales promotion efforts are directed toward consumers so that they’ll request the products from retailers.

A

Pull Strategy