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MKTG 230/Marketing Concepts > Chapter 17 > Flashcards

Chapter 17 Flashcards

Exam 3

1
Q

The two promotional strategies used by a manufacturer to assist in moving a product through the channel of distribution are known as?

A

The push strategy and the pull strategy.

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2
Q

Which of the following are considered part of the promotional mix?

Sales promotion
Direct marketing
Advertising
Distribution

A

Sales promotion
Direct Marketing
Advertising
(The other two communication tools are personal selling and public relations)

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3
Q

IMC stands for?

A

integrated marketing communications

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4
Q

Desirable outcomes of __________ marketing include direct orders, leads and traffic.

A

direct

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5
Q

Match the following promotional objectives with the corresponding stage of the product life cycle.

Stages of the product life cycle:
Introduction 
Growth
Maturity
Decline
Promotional objectives:
To persuade
To remind
To inform
To phaseout
A

Introduction: to inform
Growth: to persuade
Maturity: to remind
Decline: to phaseout

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6
Q

Put the five stages that a prospective buyer goes through, known as the hierarchy of effects, in order from first to last.

Evaluation 
Trial
Adoption
Interest
Awareness
A

First stage:
Awareness- the consumer’s ability to recognize/remember the product/brand name.

Second stage:
Interest- an increase in the consumer’s desire to learn about some of the features of the product/brand.

Third stage:
Evaluation- the consumer’s appraisal of the product/brand on the important attributes.

Fourth stage:
Trial- the consumer’s actual first purchase and use of the product/brand.

Fifth/final stage:
Adoption- through a favorable experience on the first trial, the consumer’s repeated purchases and use of the product/brand.

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7
Q

Which of the following are methods of setting a budget for promotion?

Competitive parity
Target audience
Objective and task
All you can afford

A

Competitive parity
Objective and task
All you can afford
(and percentage of sales)

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8
Q

In the percentage of sales method of promotion budgeting, funds are allocated to promotion as a percentage of either __________ sales.

A

past or anticipated

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9
Q

In competitive ________ budgeting method of setting a promotion budget, the budget is set by matching the competitor’s absolute level of spending or the proportion per point of market share.

A

parity

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10
Q

In the ________ method for promotion budgeting, money is allocated to promotion only after all other budget items are covered.

A

all you can afford

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11
Q

The best approach to promotion budgeting is ___________, through it requires careful judgement.

A

objective and task

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12
Q

Advertising and personal selling are part of the _______ mix.

A

promotional

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13
Q

Which two of these are true of advertising?

It is a paid form of communication.
It contains a customized message.
It typically has an immediate feedback loop.
It is nonpersonal communication.

A

It has a paid form of communication.

It is nonpersonal communication.

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14
Q

Personal selling is

A

a two-way flow of communication between buyer and seller designed to influence a purchasing decision.

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15
Q

Attempts to influence feelings, opinions, or beliefs held by customers and others about a company and its products are called public

A

realtions

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16
Q

________ promotion refers to a short-term inducement of valued offered to arouse interest in buying a good or service.

A

Sales

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17
Q

Which of the following promotional elements refers to communicating specifically with consumers to generate a response like an order, a visit or a request for more information?

Public relations
Direct marketing
Publicity
Sales promotions

A

Direct marketing

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18
Q

Any paid form of nonpersonal communication about an organization, good, service or idea by an identified sponsor is known as?

A

Advertising.

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19
Q

Which of the following are elements of the communication process?

Decoding
A channel
A relationship
A receiver

A

Decoding
A channel
A receiver
(a source, a message and the process of encoding are the three remaining elements of communication)

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20
Q

In the marketing commination process, the _______ refers to the company or person who has information to convey.

A

source

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21
Q

When a firm engaged in the communication process for marketing purposes, its most likely receiver is?

A

Consumers

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22
Q

Within the communication process, encoding could best be described as

A

transforming ideas into symbols.

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23
Q

The process in which a message is conveyed to others is known as

A

communication.

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24
Q

If Wendy’s airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy’s is the _________ in the communication process.

A

source

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25
Q

In the communication process, the information sent by the source forms the ___________.

A

message

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26
Q

The _______ of communication is the means by which the message is conveyed to the consumer.

A

channel

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27
Q

Within the communication process, when you are reading or seeing a billboard with an advertisement you are known as the?

A

Reciever

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28
Q

In the communication process, _________ refers to the transformation of the sender’s ideas into a set of symbols.

A

encoding

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29
Q

__________ refers to the process by which the receiver takes a set of symbols and transforms them back to an idea.

A

Decoding

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30
Q

Select from the following those things that impact a consumer’s frame of reference and therefore, impact how that consumer will decode message.

Values
Beliefs
Gender
Attitudes

A

Values
Beliefs
Attitudes

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31
Q

For a message to be communicated effectively, the sender and receiver must have a mutually shared _________, a similar understanding and knowledge they apply to the message.

A

field of experience

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32
Q

The feedback loop in the communication process is made up of a(n) _________ from the receiver, and feedback, the interpretation of the same by the source.

A

response

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33
Q

Which two of the following would be considered part of the feedback loop in the communication process?

A manufacturer customizes its message for consumers using direct marketing.
A consumer purchases a used car as a result of the interaction with a salesperson.
A retailer attributes an increase in sales to its purchase of advertising in Sunday’s paper.
A firm issues a press release about an upcoming charity event it is sponsoring.

A

A consumer purchases a used car as a result of the interaction with a salesperson.
(This is an example of a response.)

A retailer attributes an increase in sales to its purchase of advertising in Sunday’s paper. (This is an example of feedback.)

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34
Q

Which of the following refers to the extraneous factors that can work against effective communication by distorting a message or the feedback received?

Misunderstandings
Channel
Noise
Feedback

A

Noise

35
Q

Which of the following are questions that must be answered for the development of the promotional program?

Who is the competition?
When should the promotion be run?
Who is the target audience?
When will the consumer purchase?

A

When should the promotion be run?

Who is the target audience?

36
Q

News stories, editorials, and announcements about organizations, goods and services examples of?

A

Publicity

37
Q

Like personal selling, direct marketing makes use of ________ communication, allowing the seller to adapt messages according to the particular customer.

A

interactive

38
Q

Tools of the _______ mix are used to inform prospective buyers about the benefit of a product, persuade them to try it, or remind them later about the benefits they have enjoyed using it.

A

promotional

39
Q

Which of the following promotional alternatives benefit from a customized interaction between the seller and a prospective buyer?

Public relations
Direct marketing
Advertising
Personal selling

A

Direct marketing

Personal selling

40
Q

Which two of the following are disadvantages of advertising?

Lack of direct feedback
High absolute costs
Can lead to promotion wars
Difficult to get media cooperation

A

Lack of direct feedback

High absolute costs

41
Q

Which two of the following are advantages of personal selling?

Ability to modify the message based on immediate feedback
Low costs on a per-contract basis
Consistency in all forms of the message
Reduction in wasted coverage

A

Ability to modify the message based on immediate feedback

Reduction in wasted coverage

42
Q

The high cost of _________ is a major disadvantage; on a cost-per-contact basis, it is generally the most expensive of the five promotional elements.

A

personal selling

43
Q

Publicity, lobbying efforts and press conferences are some of the tools used in

A

public relations

44
Q

Advertising, sales promotion, and public relations are often said to use ______ selling because they are used with groups of prospective buyers.

A

mass

45
Q

Match the following product characteristics that indicate increased use of personal selling with their definitions.

Product characteristics:
Complexity
Risk
Ancillary services

Definitions:
Financial, social and physical chances taken by the buyer of the product.

Support required after the sale.

The technical sophistication of the product.

A

Complexity:
The technical sophistication of the product.

Risk:
Financial, social, and physical chances taken by the buyer of the product.

Ancillary services:
Support required after the sale.

46
Q

When the manufacturer directs the promotional mix at its channel members to gain their cooperation in ordering the product, it is known as a(n) ______ strategy.

A

push

47
Q

Which of the following product characteristics are likely to result in a greater use of personal selling in the promotional mix?

Higher complexity
Less expensive
Lower risk of physical or social harm
More required ancillary services

A

Higher complexity

More required ancillary services

48
Q

Which two of the following are likely to be used in promotion during the prepurchase stage of the consumer buying decision?

Personal selling to introduce a product to an unaware potential customer

Samples that provide a low-risk trial

Advertising that informs the buyer of the existence of the product and the seller

Direct marketing to attract repeat purchasers

A

Samples that provide a low-risk trial

Advertising that informs the buyer of the existence of the product and the seller

49
Q

Advertising and personal selling help reduce the buyer’s anxiety in the ______ stage of the buying decision, but public relations pays only a small role at this stage.

A

postpurchase

50
Q

When Ford Motor Company provides its Ford and Lincoln-Mercury dealers with incentives for meeting or exceeding sales goals, this is an example of a(n) _______ strategy.

A

push

51
Q

When the manufacturer directs the promotional mix at ultimate consumers to encourage them to ask the retailer for a product, and the retailer then orders it from a wholesaler, it is known as a(n) ________ strategy.

A

pull

52
Q

When a pharmaceutical company uses the phrase “Ask your doctor if Zetia is right for you” in its print advertising, it is an example of a(n) ______ strategy.

A

pull

53
Q

Higher levels of complexity, risk and need for ancillary services for a product will result in the use of more __________ in the promotional mix.

A

personal selling

54
Q

At the purchase stage of the buying decision, the importance of _______ is highest, whereas the impact of _______ is lowest.

A

personal selling; advertising

55
Q

It would be considered _______ if a salesperson used so much industry jargon that a prospective buyer was unable to understand the message properly.

A

noise

56
Q

Which of the following are characteristics of an effective promotional objective?

Designed for a well-defined target audience
Measurable
Covering a specified period of time
Similar to a competitor’s goals

A

Designed for a well-defined target audience
Measurable
Covering a specified period of time

57
Q

Which of the following are challenges facing direct marketers in global markets today?

Countries with less reliable and secure mail systems.
Countries with mandatory “opt-in” requirements.
Lack of credit and credit cards in different parts of the world.
Dramatic growth in international mobile phone penetration.

A

Countries with less reliable and secure mail systems.
Countries with mandatory “opt-in” requirements.
Lack of credit card in different parts of the world.

58
Q

Which of the following are benefits consumers report regarding their experiences with direct marketing?

A social environment
24 hour shopping
Saving time and money
Easy evaluation of a product’s tangible attribute

A

24 hour shopping
Saving time and money
(They don’t have to go to the store; they avoid the hassles with salespeople; it’s fun and entertaining; and it offers more privacy than in-store shopping.)

59
Q

Sales promotions should not be conducted _______; they will lose their effectiveness as customers begin to delay purchase until the promotion is offered again or question the product’s value.

A

continuously

60
Q

Which two of the following are disadvantages of direct marketing?

Can lead to promotion wars
Difficult to get media cooperation
High costs to maintain a good database
Consumer concerns about privacy

A

High costs to maintain a good database

Consumer concerns about privacy

61
Q

Peapod, a Chicago-based food company, adjusted its advertising efforts by contracting with other companies to include coupons for Peapod’s services into employee’s pay envelopes rather than its previous use of direct mail. Here, Peapod primarily emphasized changing which part of the communication process?

A

Channel

62
Q

A marketing message may never make it to the desired receiver if an error is made in determining

A

the channel used for the message.

63
Q

Which of the following is the ethical concern most likely to be an issue for the direct marketer?

Anti-competitive practices
Privacy
False claims
Deceptive pricing

A

Privacy

64
Q

Successful promotion designs are often the results of?

A

Insight regarding consumer’s interest and purchasing behavior.

65
Q

Which of the following activities are likely to be affected by seasonality?

Designing the promotion
Setting the promotion budget
Selecting the right promotional tools
Scheduling the promotion

A

Scheduling the promotion

66
Q

Which of the following activities typically requires the most creativity?

Setting the promotion budget
Scheduling the promotion
Selecting the right promotional tools
Designing the promotion

A

Designing the promotion

67
Q

Which two of the following would most likely be used by a firm when its product is in the growth stage of the product is in the growth stage of the product life cycle?

Personal selling that solidifies the channel of distribution.
Publicity based on the novelty of the product.
Sales promotion to induce trial.
Advertising that stresses brand differences.

A

Personal selling that solidifies the channel of distribution.
Advertising that stresses brand differences.

68
Q

Which of the following would most likely be used by a firm when its product is in the maturity stage of the product life cycle?

Advertising that stresses brand differences.
Sales promotion to maintain loyalty.
Publicity based on the novelty of the product.
Personal selling to gain distribution.

A

Sales promotion to maintain loyalty.

69
Q

Little money is spent on any type of promotion during which of the following stages of the product life cycle?

Maturity
Decline
Growth
Introduction

A

Decline

70
Q

Which of the following is related to the dramatic growth of direct marketing?

Several highly successful products approaching or entering the decline stage of the PLC.

Steeply decreasing marketing budgets.

Increasing interest in customer relationship management.

A growing preference for percentage of sales budgeting for promotions.

A

Increasing interest in customer relationship management.

71
Q

Which of the following is a key element in any direct marketing program?

Databases
Push strategies
Competitive parity
Retail stores

A

Databases

72
Q

Personal selling to provide information and support after the sale and advertising in trade publications are common promotion elements when the purchaser is

A

a business buyer.

73
Q

Intermediaries in the marketing channel benefit from __________ because they are provided marketing advice and expertise, in addition to information about allowed markup, merchandising support, and return policies.

A

personal selling

74
Q

Trial samples, news releases, personal selling to intermediaries, and advertising to drive awareness and interest would most likely be a promotional mix used during which stage of the product life cycle?

A

Introduction

75
Q

By paying for ________, a company can control what it wants to say, when to send its message, and to some extent, to whom the message is sent.

A

advertising

76
Q

A tool to evaluate a company’s current process and assets such as internal communication, key audiences, databases, advertising messages and promotions expertise is known as a(n)

A

IMC audit.

77
Q

What is the primary advantage of publicity?

A

Credibility

78
Q

To the extent that time and money permit, the target audience for the promotion program should

A

match the target market for the firm’s product.

79
Q

An analytical approach and experience are particularly important when __________________ because a large number of possible combinations can achieve the same objective.

A

selecting the right promotional tools

80
Q

Lack of control over one’s message is a disadvantage of using _______ as the primary element of one’s promotional campaign; one can invite media to cover aspects of the business or product, but there is no guarantee of a positive story.

A

publicity

81
Q

________ often stimulates sales for its duration, but gains are often temporary and sales drop off when the deal ends.

A

Sales promotion

82
Q

Which of the following is a particular challenge for the coordination of a consistent promotional effort?

Promotional elements are often the responsibility of different departments.

Management does not like consistency because it does not represent maximum responsiveness to the market.

Some employees may resent attempts to be consistent since this stifles creativity.

Some promotions are only effective with consumers, not with intermediaries.

A

Promotional elements are often the responsibility of different departments.

83
Q

The ideal execution of a promotion program involves ______ each design to allow for changes and modifications, and then ________ to evaluate the impact of each promotion and its contribution toward the objectives.

A

pretesting; posttesting (modification)

MKTG 230/Marketing Concepts (5 decks)

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