Chapter 19- promotion and place Flashcards
what is promotion?
v
why is it an important part of the marketing mix?
c
what are promotional objectives?
sd
what are the key issues of making promotional decisions?
df
what is above the line promotion?
d
what is advertising?
de
what are the two types of advertising?
ef
what is trade advertising?
f
what are advertising agencies?
edfc
what are the factors that influence choice of media to use?
b
what is below the line promotion?
h
what is sales promotion?
h
what is personal selling?
fc
what is direct mail?
d
what is sponsorship?
d
what is PR?
cd
what is branding?
vf
benefits of having a brand identity?
dcd
what is brand extension?
ggff
what are the ways to set marketing budgets?
fd
is the marketing budget well spent?
gf
what are the benefits to society of promotional expenditure?
gkl
what are the drawbacks to society of promotional expenditure?
g
how can the effectiveness of promotional campaigns be assessed?
cc
what type of advertising to use at introduction stage?
d
what type of advertising to use at growth stage?
fc
what type of advertising to use at maturity stage?
c
what type of advertising to use at decline stage?
sd
what are the functions of packaging?
fc
what is channel of distribution?
xs
why is channel of distribution choice important?
fd
what are the factors that affect choice of distribution channel?
gnkfjc
benefits of direct selling?
ff
drawbacks of direct selling?
dfc
benefits of one intermediary channel?
fd
drawbacks of one intermediary channel?
f
benefits of 2 intermediary channel?
d
drawbacks of 2 intermediary channel?
d
how does internet impact 4 C’s?
dcfc
what is viral marketing?
cx
what are the benefits of internet marketing?
fd
what are the drawbacks of internet marketing?
fdfc
what is an integrated marketing mix?
dd
what are the qualities of effective marketing mix decisions?
dd
