Chapter 16- Promotions

Question 0

Integrated marketing communication (IMC)

Answer 0

combines all the promotion tools into one comprehensive, unified promotion strategy

Question 1

Promotion mix

Answer 1

Combinations of promotional tools an organization uses

Question 2

Advertising

Answer 2

Paid, nonpersonal communication through various media to identify organizations

Question 3

Product placement

Answer 3

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

Question 4

Infomercial

Answer 4

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

Question 5

Interactive promotion

Answer 5

Buyers and sellers work together to create mutually beneficial exchange relationships

Question 6

Personal selling

Answer 6

Face-to-face presentation and promotion of goods and services

Question 7

Prospecting

Answer 7

Researching potential buyers and choosing those most likely to buy

Question 8

Qualifying

Answer 8

Making sure that people have a need for the product, authority to buy, and willingness to listen to a sales message

Question 9

Prospect

Answer 9

Person with the means to buy a product, authority to buy, and willingness to listen to a sales message

Question 10

Trial close

Answer 10

Question or statement that moves the selling process towards the actual close

Question 11

Public relations (PR)

Answer 11

Evaluate 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

Question 12

Publicity

Answer 12

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

Question 13

Sales promotion

Answer 13

Stimulates consumer purchasing and dealer interest by means of short-term activities

Question 14

Sampling

Answer 14

A company let’s consumers have a small sample of a product for no charge

Question 15

Word-of-mouth promotion

Answer 15

Involves people telling other people about products they’ve purchased

Question 16

Viral marketing

Answer 16

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 sites

Question 17

Blog

Answer 17

Online diary

Question 18

Podcasting

Answer 18

Audio and video programs

Question 19

Push strategy

Answer 19

Producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise

Question 20

Pull strategy

Answer 20

Heavy advertising and sales promotion efforts are directed toward consumers so that the request the products from retailers

Question 21

Pick economy

Answer 21

Customers to pick out their products from online outlets or who do online comparison-shopping