Chapter 25 : Introduction to Marketing

Question 1

Face-to-face communication with a potential customer is known as _______ _______.

Answer 1

Face-to-face communication with a potential customer is known as personal selling.

Question 2

What does SMART stand for when we say that the advertising objective should be SMART?

Answer 2

Answer:
Specific, 
Measurable, 
Agreed upon, 
Realistic, and with a 
Timeline attached

Question 3

Pens, gifts, calendars, and note pads are examples of ________ ________.

Answer 3

Answer:

Pens, gifts, calendars, and note pads are examples of sales promotion.

Question 4

Misleading advertising or similar deception practices are dealt with in the provisions of the ________ Act.

Answer 4

Answer:

Misleading advertising or similar deception practices are dealt with in the provisions of the Competition Act.

Question 5

TRUE or FALSE? Public relations is free media coverage of the company or its products.

Answer 5

FALSE.

Publicity is free media coverage of the company or its products.

Question 6

In the shopping behaviour model, real estate services would be a good example of a ________ good.

Answer 6

In the shopping behaviour model, real estate services would be a good example of a shopping good.

Question 7

Define niche marketing.

Answer 7

Niche marketing is focusing an entire marketing effort on a relatively small, but active and growing, target market

Question 8

The 4Ps of marketing are:

Answer 8

The 4Ps of marketing are:

product, place, price, and promotion.

Question 9

What are the four distinct phases for buyer behaviour?

Answer 9

What are the four distinct phases for buyer behaviour?

(1) Felt Need
(2) Pre-Purchase Activity
(3) Purchase Activity
(4) Post-Purchase Activity

Question 10

What are the components of the promotional mix?

Answer 10

What are the components of the promotional mix?

• Personal selling,
• advertising,
• sales promotion,
• publicity, and
• public relations.