Chapter 16

Question 1

Integrated Marketing Communication (IMC)

Answer 1

combines the promotional tools into one strategy

Question 2

Personal Selling

Answer 2

face to face presentation and promotion of a product

Question 3

Trial Close

Answer 3

statement or question that moves the process toward the purchase

Question 4

Push Strategy
Pull Strategy
Pick Economy

Answer 4

Push- use advertising, personal selling and sales promotion to get their products stocked
Pull- directs heavy advertising and sales promotion towards consumers to get requests to be put in stores
Pick- consumers who pick out products from online outlets