Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Marketing 300 uky > chapter 16 exam review > Flashcards

chapter 16 exam review Flashcards

1
Q

coordination of promotion and other marketing efforts for maximum informational and persuasive impact; fosters long-term relationships and efficient use of promotional resources; coordinating multiple marketing tools to produce this synergistic effect requires a marketer to employ a broad perspective

A

Integrated marketing communications

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

why is IMC (integrated marketing communications) increasingly accepted

A 
consistent message to the customers 
coordinate/ manage promotional efforts 
synchronization of promotional elements 
use more precisely targeted promotional tools 
use of database marketing 
protect consumer privacy
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

a sharing of meaning through the transmission of information

A

communication

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

a person, group, or organization that decodes a coded message

A

source

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

the individual, group, or organization that decodes a coded message

A

Receiver

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

converting meaning into a series of signs or symbols

A

code process( encoding)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

converting signs and symbols into concepts and ideas

A

Decoding Process

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

anything that reduces communication’s clarity and accuracy

A

noise

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

receiver’s response to a decoded message

A

feedback

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

the limit on the volume of information a channel can handle effectively

A

channel limit

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

communications that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products

A

Promotion

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

List the 8 objectives of promotion

A
  1. Create awareness
  2. stimulate demand
  3. encourage product trial
  4. identify prospects
  5. retain loyal customers
  6. facilitate reseller support
  7. combat competitive promotional efforts
  8. reduce sales fluctuations
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

awareness is crucial to initiating the product adoption process for new products
for existing products, promotional efforts create increased awareness of brands, product features, image-related issues, or operational characteristics

A
  1. Create Awareness
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

primary demand, pioneer promotion, and selective demand are all ways to:

A
  1. Stimulate demand
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

demand for a product category rather than a specific brand

A

Primary demand

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

a way to stimulate primary demand: promotion that informs consumers about a new product

A

Pioneer Promotion

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

demand for a specific brand

A

Specific demand

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

if customers stall in the evaluation stage, marketers can use methods to encourage product trial in order to move them to product adoption
trial techniques include free samples and coupons

A

3.Encourage product trial

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

some promotional efforts aim to locate and identify customers who are interested in the firm’s products and are most likely to buy
techniques include direct-response information form and toll-free number

A
  1. identify Prospects
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

The primary goal of marketing is to maintain long-term customer relationships; keeping current customers is less costly than acquiring new customers
retention techniques include frequent-user programs and special offers to existing customers

A
  1. Retain loyal customers
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

strong relationships with resellers are important to an organization’s ability to maintain a sustainable competitive advantage
various promotional methods help achieve this goal

A
  1. Facilitate reseller support
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

promotional activities may aim to offset or lessen the effect of a competitor’s promotional and marketing activities
this type of promotional activity does not necessarily increase sales or market share

A
  1. Combat competitive promotional efforts
23
Q

a business cannot operate at peak efficiency when sales fluctuate widely; holidays and seasonal products
promotional activities are often designed to stimulate sales during slumps

A

8.Reduce sales fluctuations

24
Q

What are the 4 elements of the Promotion Mix

A

Advertising, personal selling, public relations, sales promotion

25
Q

a paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media
highly flexible and can reach large or small audiences depending on need

A

advertising

26
Q

a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation

A

Personal Selling

27
Q

3 types of interpersonal communication

A

kinesic, proxemic, tactile

28
Q

body language, communicating through movement of head, eyes, arms, hands, legs, and torso

A

Kinesic

29
Q

communicating by varying the physical distance between two parties in face-to-face interactions

A

proxemic

30
Q

communicating through touching

A

Tactile

31
Q

a broad set of communication efforts used to create/maintain favorable relationships between organization and stakeholders

A

Public relations

32
Q

a non-personal communication in a news-story form about an organization, its products, or both

A

Publicity

33
Q

activities or materials that act as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers

A

Sales promotion

34
Q

often drives what promotional elements are chosen; small target markets often rely on personal selling

A

Size

35
Q

dispersed customers often rely more on heavily on advertising

A

Geographic distribution

36
Q

age, income, education, etc. will affect consumers’ media consumption patterns and are important considerations when developing the promotion mix

A

demographic characteristics

37
Q

personal selling and sales promotion

A

business products concentrate on

38
Q

convenience goods =advertising
durables and expensive products= personal selling
both= public relations

A

consumer products concentrate on

39
Q

have higher expenses but low cost per individual

A

national advertising/ sales promotion

40
Q

can be difficult because lack of promotional channels

A

international promotion

41
Q

is dependent on recruiting and hiring qualified salespeople

A

Personal selling

42
Q

promoting a product to the next institution down the marketing channel

A

Push policy

43
Q

promoting a product directly to consumers with the intention to develop strong consumer demand for products

A

Pull policy

44
Q

personal, informal exchanges of communication that customers share with one another about products, brands, or companies

A

Word-of- mouth (WOM) communications

45
Q

an attempt to incite publically and public excitement surrounding a product through a creative event. ex: shark week

A

Buzz marketing

46
Q

a strategy to get consumers to share a marketer’s message, often through email or online video, in a way that spreads dramatically and quickly

A

Viral marketing

47
Q

a form of advertising that strategically locates products or product promotions with entertainment media to reach a product’s target market

A

Product Placement

48
Q

some are, but not all promotion should be condemned

laws, government regulation, and industry self-regulation have helped decrease deceptive promotion

A

is promotion deceptive?

49
Q

if promotion is working to stimulate demand, producing and marketing larger quantities can actually help reduce prices

A

Does promotion increase prices?

50
Q

marketing does not create needs but makes consumers aware of needs they already have

A

does promotion create needs?

51
Q

marketers assert that values are instilled at home and promotion does not change people into materialistic consumers

A

does promotion encourage materialism?

52
Q

promotions inform customers about a product’s uses, features, advantages, prices, or purchase locations

A

does promotion help customers without costing too much?

53
Q

defenders argue that, as long as it is legal to sell a product, promoting it should be allowed

A

should potentially harmful products be promoted?

Marketing 300 uky (11 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions