Engaging Customers and Communicating Customer Value

Question 1

The promotion mix

Answer 1

the specific blend of promotion tools that
the company uses to persuasively communicate customer
value and build customer relationships.

Question 2

Advertising

Answer 2

any paid form of nonpersonal presentation and 
promotion of ideas, goods, or services by an identified 
sponsor.
• Broadcast
• Print
• Online
• Mobile
• Outdoor

Question 3

Sales promotion

Answer 3

a short-term incentive to encourage the 
purchase or sale of a product or service.
• Discounts
• Coupons
• Displays
• Demonstrations

Question 4

Personal selling

Answer 4

the personal interaction by the firm’s sales

force for the purpose of engaging customers, making sales, and building customer relationships

Question 5

Public relations

Answer 5

involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Question 6

Direct and digital marketing

Answer 6

involves engaging directly with
carefully targeted individual consumers and customer
communities to both obtain an immediate response and build lasting customer relationships.

Question 7

The New Marketing Communications Model

Answer 7

•Consumers are 
changing.
•Marketing strategies 
are changing.
•Advances in digital 
technology

Question 8

Integrated marketing communications (IMC)

Answer 8

involves carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Question 9

what does noise mean in marketing?

Answer 9

the clutter of messages, so many sponsored adverts that you dont pay attention to.

Question 10

Steps in Developing Effective Marketing Communication

Answer 10

Identify the target audience
↓
Determine the communication objectives (raise awareness of product to ppl/let ppl try it out) 
↓
Design the message
↓
Choose the media to send the message
↓
Select message source and  collect feedback

Question 11

1) Identifying the Target Audience

Answer 11

= What will be said?
= How it will be said?
= When it will be said?
= Where it will be said?
= Who will say it?

Question 12

2) Determining the Communication Objectives

Answer 12

Awareness
↓
Knowledge
↓
Liking
↓
Preference
↓
Conviction
↓
Purchase

Question 13

3) Designing a Message

Answer 13

AIDA Model
•Get Attention
•Hold Interest
•Arouse Desire
•Obtain Action

Question 14

4) Designing a Message and message content

Answer 14

Message content is “what to say.”

Message structure and format is “how to say it.”

Rational appeal = relates to the audience’s self-interest.

Emotional appeal = is an attempt to stir up positive or negative emotions to motivate a purchase.

Moral appeal = is directed to an audience’s sense of what is right and proper.

Question 15

(Choosing Communication Channels and Media)

Personal communication

Answer 15

Personal communication involves two or more 
people communicating directly with each 
other.
• Face to face
• Phone
• Mail or e-mail
• Texting or Internet chat

Question 16

(Choosing Communication Channels and Media)

Opinion leaders and Buzz marketing

Answer 16

Opinion leaders are people whose opinions are sought by others.

Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.

Question 17

(Choosing Communication Channels and Media)

Nonpersonal communication

Answer 17

channels are media that carry messages without personal contact or feedback, including major media, atmospheres, and events

Question 18

Selecting the Message Source

Answer 18

The message’s impact depends on how the 
target audience views the communicator.
• Celebrities
• Athletes
• Entertainers
• Professionals
• Health care providers

Question 19

Collecting Feedback

Answer 19

Collecting feedback involves the communicator understanding the effect on the target audience by measuring behavior resulting from the content.

Question 20

(Setting the Total Promotion Budget)

The affordable method

Answer 20

sets the promotion budget at the

level management thinks the company can afford.

Question 21

(Setting the Total Promotion Budget)

The percentage-of-sales method

Answer 21

The percentage-of-sales method sets the promotion budget
at a certain percentage of current or forecasted sales or as a
percentage of the unit sales price.

Question 22

(Setting the Total Promotion Budget)

The competitive-parity method

Answer 22

The competitive-parity method sets the promotion budget to

match competitors’ outlays.

Question 23

(Setting the Total Promotion Budget)

The objective-and-task method

Answer 23

The objective-and-task method develops the promotion
budget by specific promotion objectives and the costs of tasks
needed to achieve these objectives.

Question 24

(The Nature of Each Promotion Tool)

Advertising

Answer 24

Advertising can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times.

Question 25

(The Nature of Each Promotion Tool)

Personal selling

Answer 25

Personal selling is the most effective method at certain stages of
the buying process, particularly in building buyers’
preferences, convictions, actions, and developing customer
relationships.

Question 26

(The Nature of Each Promotion Tool)

Sales promotion

Answer 26

includes coupons, contests, cents-off deals, and
premiums that attract consumer attention and offer strong
incentives to purchase.

Question 27

(The Nature of Each Promotion Tool)

Public relations

Answer 27

Public relations is a very believable form of promotion that includes
news stories, features, sponsorships, and events

Question 28

(The Nature of Each Promotion Tool)

Direct and digital marketing

Answer 28

Direct and digital marketing is an immediate, customized, and
interactive promotional tool that includes direct mail, catalogs,
telephone marketing, online, mobile, and social media.

Question 29

(Socially Responsible Marketing Communication)

Advertising and Sales Promotion

Answer 29

• Communicate openly and honestly with consumers and resellers
• Avoid deceptive or false advertising
• Avoid bait-and-switch advertising
• Conform to all federal, state, and local regulations

Question 30

(Socially Responsible Marketing Communication)

Personal Selling

Answer 30

• Follow rules of “fair competition”
• Do not offer bribes
• Do not attempt to obtain competitors’ trade secrets
• Do not disparage competitors or their products