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Bus. Marketing > Chapter 8 > Flashcards

Chapter 8 Flashcards

1
Q
  • Is an applied marketing communication
  • Marketers use it to communicate both factual and persuasive
A

Promotion

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2
Q

3 purposes of promotion

A

To inform
To persuade
To remind

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3
Q

Refers to the blend of several promotional tools used by business

A

Promotion mix

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4
Q

3 general types of communication media

A

Direct human communication
Indirect Communication
Interactive communication

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5
Q

5 elements of promotion

A

Advertising
Direct marketing
Personal selling
Sale promotion
Public relations

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6
Q

Is any paid form of non personal presentation

A

Advertising

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7
Q

4 features of advertisement

A

A verbal and/or visual message

A sponsor who is identified

Delivery through one or more media

Payment by the sponsor to the media carrying the message

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8
Q

Consists of all the tasks involved in transforming

A

Advertising campaign

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9
Q

4 steps in developing an advertising campaign

A

Defining objectives
Establishing a budget
Creating a message
Selecting media

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10
Q
  • companies reach customers directly without any intermediaries
  • email, text messages, fax, are some of the tools of?
A

Direct marketing

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11
Q

Is one of the traditional form of promotional tool

A

Personal selling

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12
Q

2 kinds of personal selling

A

Inside selling
Outside selling

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13
Q

Involves retail-store selling

A

Inside selling

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14
Q

Involves people going to customer

A

Outside selling

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15
Q

Is a series of steps that provide guidelines

A

Creative selling process

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16
Q

7 creative selling process

A

Step 1: locating qualified prospects
Step 2: pre approach planning
Step 3: the approach
Step 4: the sales presentation
Step 5: handling objection
Step 6: closing the sale
Step 7: the follow up

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17
Q

AIDA stands for?

A

Attention
Interest
Desire
Action

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18
Q

A process of face to face or telephonic conversation

A

Personal selling

19
Q

3 types of personal selling

A

Field sales
Telephone sales
Inside sales

20
Q

Also referred to as outside sales or sales calls

A

Field sales

21
Q

Also called telemarketing

A

Telephone sales

22
Q

Also called internal selling

A

Inside selling

23
Q

Is the short term incentives

A

Sales promotion

24
Q

Involve activities that draw guests

A

Push promotions

25
Q
  • it is the display at the counter of restaurant
  • this includes sign, banner to building exterior
A

Point of sale (POS)

26
Q

It is a joint marketing activity

A

Cooperative advertising

27
Q

This is common for tourist destinations and or hotels

A

Special packages

28
Q

3 types of push promotions

A

Point of sale (POS)
cooperative advertising
Special packages

29
Q

It is a giveaway of a trial amount

A

Sampling

30
Q

Occurs when the price is reduced for a limited time

A

Price reduction promotion

31
Q

These are vouchers or certificates

A

Coupons

32
Q

It is the combination of two or more products or services

A

Combination offers or bunding

33
Q

Is a management tool designed to favorably influence

A

Public relations

34
Q
  • one of the forms of public relations
  • is a special form of public relations
A

Publicity

35
Q

5 pull promotion

A

Sampling

Price reduction promotion

Coupons

Combination offers or bunding

Contests and sweepstakes

36
Q

This steps involves gathering and evaluating

A

Step 2: pre approach planning

37
Q

This steps involves making initial contact

A

Step 3: the approach

38
Q

This is the salesperson’s attempt to persuasively communicate

A

The sales presentation

39
Q

This step can be explained by the acronym AIDA

A

The sales presentation

40
Q

A salesperson who encounters an objection can provide additional persuasive information

A

Step 5: Handling objection

41
Q

In selling, the term closing indicates that the sale is being brought to a finish.

A

Step 6: closing the sale

42
Q

During the follow-up, the salesperson makes sure that everything has been handle

A

Step 7: the follow up

43
Q

During the follow-up, the salesperson makes sure that everything has been handle

A

Step 7: the follow up

Bus. Marketing (4 decks)

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