chapter 20 the marketing mix - promotion and place

Question 1

promotion

Answer 1

the use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public relations to inform consumers and persuade them to buy

Question 2

advertising

Answer 2

paid-for communication to inform and persuade consumers, using media such as tv , newspapers and cinema

Question 3

direct promotion

Answer 3

a range of promotional activities aimed directly at target customers. it is also known as direct marketing

Question 4

sales promotion

Answer 4

incentives such as special offers or special deals directed at consumers or retailers to achieve short-term sales increases and repeat purchases by consumers

Question 5

promotion mix

Answer 5

the combination of promotional techniques that a firm uses to sell a product

Question 6

digital promotion

Answer 6

the promotion of products using digital technologies , mainly on the internet but also including mobile (cell) phones

Question 7

e-commerce

Answer 7

the buying and selling of goods and services by businesses and consumers through an electronic medium

Question 8

channel of distribution

Answer 8

the chain of intermediaries a product passes through from producer to final consumer

Question 9

online marketing
(e-commerce)

Answer 9

selling and marketing activities that use the internet, email and mobile communications to encourage direct sales via electronic commerce

Question 10

digital distribution

Answer 10

the delivery or distribution of digital media content such as audio, video , tv programmes, films, software and video games

Question 11

physical distribution

Answer 11

the activities that combine to achieve the efficient movement of finished products from the end of the production operation to the consumer

Question 12

integrated marketing mix

Answer 12

the key marketing decisions complement each other and work together to give customers a consistent message about the product