Exam 3 - Chapter 17

Question 1

Integrated Marketing Communiations

Answer 1

coordination of promotion and other marketing efforts for maximum informational and persuasive impact (ex: Tom’s Tours)

Question 2

Communication

Answer 2

a sharing of meaning through the transmission of information

Question 3

Source

Answer 3

a person, group, or organization with a meaning it tries to share with a receiver or an audience

Question 4

Receiver

Answer 4

the individual, group, or organization that decodes a coded message

Question 5

Coding Process (Encoding)

Answer 5

converting meaning into a series of signs or symbols (bubbler? Soda? Gerber?)

Question 6

Communication Channel

Answer 6

the medium of transmission that carries coded message from the source to the receiver (ex: Jitterbug adds through FB?? No.)

Question 7

Decoding Process

Answer 7

converting signs or symbols into concepts and ideas

Question 8

Noise

Answer 8

anything that reduces a communication’s clarity and accuracy – unfamiliar codes or symbols

Question 9

Feedback

Answer 9

the receiver’s response to a decoded message

Question 10

Channel Capacity

Answer 10

the limit on the volume of information a communication channel can handle effectively

Question 11

Promotion

Answer 11

communication to build and maintain favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products (***sales/advertising/public relations/ sales promotion)

Question 12

8 Objectives of Promotion

Answer 12

create awareness, stimulate demand, encourage product trial, identify prospects, retain loyal customers, facilitate reseller support, combat competitive promotion efforts, reduce sales fluctuations

Question 13

Oop Step 1

Answer 13

create awareness; awareness is crucial to initiating the product adoption process for new products (ex: iPad), for existing products, promotional efforts create increased awareness of brands, product features, image-related issues, operational characteristics (to deal with competition)

Question 14

Oop Step 2

Answer 14

Stimulate Demand; primary, pioneer, and selective

Question 15

Primary Demand

Answer 15

(when introducing a new product category); Demand for a product category rather than a specific brand

Question 16

Pioneer Promoption

Answer 16

A way to stimulate primary demand; Promotion that informs consumers about a new product

Question 17

Selective Demand

Answer 17

Demand for a specific brand

Question 18

Oop Step 3

Answer 18

encourage product trial; if customers stall in the evaluation stage, marketers can use methods to encourage product trial in order to move them to product adoption

Question 19

Oop Step 4

Answer 19

Identify Prospects; Certain types of promotional efforts aim to identify customers who are interested in the firm’s product and are likely potential buyers (ex: TV ads to visit website/share info; often B to B)

Question 20

Oop Step 5

Answer 20

retain loyal customers; the primary goal of marketing is to maintain long-term customer relationships; less costly than acquiring new customers (ex: special offers for existing customers)

Question 21

Oop Step 6

Answer 21

facilitate reseller support; Strong relationships with resellers are important to an organization’s ability to maintain a sustainable competitive advantage (ex: in store sampling/coupons)

Question 22

Oop Step 7

Answer 22

combat competitive promotional efforts; Promotional activities may aim to offset or lessen the effect of a competitor’s promotional and/or marketing activities; used for highly competitive consumer markets

Question 23

Oop Step 8

Answer 23

reduce sales fluctuations; a business cannot operate at peak efficiency when sales fluctuate widely (ex: holidays vs. slumps)

Question 24

Advertising

Answer 24

paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media; highly flexible and can reach large or small audiences depending on need

Question 25

Personal Selling

Answer 25

a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation; expensive and time consuming, but more specific and greater impact

Question 26

Public Relations

Answer 26

a broad set of communication efforts used to create/maintain favorable relationships between organization and stakeholders (ex: publicity/annual reports/event sponsorships/brochures)

Question 27

Sales Promotion

Answer 27

activities or materials that act as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers (ex: samples/contests/rebates/coupons)

Question 28

Issues to Consider re: Selecting Promotion Mix

Answer 28

resource/objectives/ policies, characteristics of the target market, characteristics of the product, cost and availability of promotional methods, and push/pull channel polities

Question 29

SPM Promotional Resources, Objectives and Policies

Answer 29

The size of an organization’s promotional budget affects the number and intensity of promotional methods used; Different objectives will require different promotional mixes

Question 30

SPM Characteristics of the Target Market

Answer 30

size, geographic distribution, demographic characteristics

Question 31

SPM Characteristics of the Product

Answer 31

business products concentrate on personal selling/sales promotion; consumer products concentrate on: Convenience goods = advertising, Durables and expensive products = personal selling; Both = public relations

Question 32

Stage of the Product Life Cycle

Answer 32

affects decisions regarding promotion mix ex: advertising/personal selling/sales promotion to generate awareness

Question 33

Distribution Intensity of Product USe

Answer 33

intensive = advertising/sales promotion; selective = mixes vary; exclusive = personal selling

Question 34

Push Policy

Answer 34

Promoting a product only to the next institution down the marketing channel

Question 35

Pull Policy

Answer 35

Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel

Question 36

Importance of Word-Of-Mouth Communications

Answer 36

personal, informal exchanges of communication that customers share with one another about products, brands, and companies

Question 37

Buzz Marketing

Answer 37

An attempt to incite publicity and public excitement surrounding a product though a creative event

Question 38

Viral Marketing

Answer 38

A strategy to get consumers to share a marketer’s message, often through email or online video, in a way that spreads dramatically and quickly

Question 39

Product Placement

Answer 39

a form of advertising that strategically locates products or product promotions within entertainment media to reach a products target market

Question 40

Does Promotion create needs?

Answer 40

Marketing does not create needs, but makes consumers aware of needs they already have

Question 41

does promotion help customers without costing too much?

Answer 41

Promotions inform customers about a product’s uses, features, advantages, prices, or purchase locations