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Marketing > Chapter 18 > Flashcards

Chapter 18 Flashcards

1
Q

The translation of your positioning to your target market
what is this ?

A

Promotion P

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2
Q

What are the 5 things in the Promotional Mix ?

A
  1. Advertising
  2. Sales Promotion
  3. Personal selling
  4. Public relations
  5. Direct marketing
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3
Q

Designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences
what is this ?

A

Integrated marketing communications (IMC)

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4
Q

How to develop an IMC approach in 3 steps ?

A
  1. Planning
  2. Implementation
  3. Evaluation
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5
Q

Developing the promotion program
*identify the target audience
*specify the objectives
*set the budget
*select the right promotional tools
*design the promotion
*schedule the promotion
Which of the 3 steps to develop and IMC approach is this ?

A

Planning

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6
Q

Executing the promotion program
*pretest the promotion
*carry out the promotion
Which of the 3 steps to develop and IMC approach is this ?

A

Implementation

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7
Q

Assessing the promotion program
*posttest the promotion
*make needed changes
Which of the 3 steps to develop and IMC approach is this ?

A

Evaluation

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8
Q

in Setting objectives it all starts with the purchase decision process, the 5 steps are ?

A
  1. problem recognition
  2. information search
  3. evaluation of alternatives
  4. purchase decision
  5. post purchase assessment
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9
Q

What are the four objectives in the purchase funnel ?

A
  1. Awareness
  2. Consideration
  3. Trial
  4. Loyalty/Repeat
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10
Q

For problem recognition or information search in the purchase decision process what is the purchase funnel problem ?

A

awareness

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11
Q

For information search or evaluation of alternatives in the purchase decision process what is the purchase funnel problem ?

A

consideration

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12
Q

For purchase decision in the purchase decision process what is the purchase funnel problem ?

A

trial

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13
Q

For post purchase assessment in the purchase decision process what is the purchase funnel problem ?

A

loyalty/repeat

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14
Q

How to select the right promotional tool for awareness ?

A

*tv
*billboards
*newspapers
*radio
*magezines

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15
Q

How to select the right promotional tool for consideration ?

A

*social media,
*personal selling
*email marketing

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16
Q

How to select the right promotional tool for trial ?

A

*couponing
*sampling
*shopping marketing

17
Q

How to select the right promotional tools for loyalty/repeat ?

A

*customer relationship management
*rewards/loyalty programs

18
Q

direct communication with customers to generate a response
what is this ?

A

direct marketing

19
Q

What are examples of direct marketing ?

A
  1. catalogs
  2. direct mail
  3. online
  4. direct response tv
  5. telemarketing
20
Q

the combination of one or more communication tools used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product
what is this ?

A

promotional mix

21
Q

any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor
what is this ?

A

advertising

22
Q

the two way flow of of communication between a buyer and seller, often in a face to face encounter, designed to influence a persons or groups purchase decision
what is this ?

A

personal selling

23
Q

a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services
what is this ?

A

public relations

24
Q

a short term inducement of value offered to arouse interest in buying a product or service
what is this ?

A

sales promotion

25
Q

directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product
what is this ?

A

push strategy

26
Q

directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product
what is this ?

A

pull strategy

27
Q

allocating funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold
what is this ?

A

percentage of sales budgeting

28
Q

allocating funds to promotion by matching the competitors absolute level of spending or the proportion per point of mark share. also called matching competitors or share of market
what is this ?

A

competitive parity budgeting

29
Q

allocating funds to promotion only after all other budget items are covered
what is this ?

A

all you can afford budgeting

30
Q

allocating funds to promotion whereby the company: (1) determines its promotion objectives; (2) outlines the tasks to accomplish those objectives; and (3) determines the promotion cost of performing those tasks
what is this ?

A

objective and task budgeting

31
Q

the result of direct marketing offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction
what is this ?

A

direct orders

32
Q

the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information
what is this ?

A

lead generation

33
Q

the outcome of a direct marketing offer designed to motivate people to visit a business
what is this ?

A

traffic generation

34
Q

describes the stages a new product goes through in the marketplace:
introduction
growth
maturity
decline
what is this ?

A

product life cycle

35
Q

what are the 3 stages of the consumer journey ?

A
  1. prepurhcase
  2. purchase
  3. post purchase

Marketing (19 decks)

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