Final Review Answers

Question 1

Define Lobbying

Answer 1

involves dealing with legislators and government officials to promote or defeat legislation and regulation

Question 2

What is a Database?

Answer 2

organized collection of comprehensive data about individual customers or prospects, including geographic, demographic and psycho-graphic and behavioral information

Question 3

What is a Marketing Plan?

Answer 3

deciding on strategies that will help the company attain its over strategic objectives. SWOTS, goals and target markets

Question 4

What is Differentiation?

Answer 4

Innovative features that set one company’s offer apart from that of its competitors

Question 5

What are “Public’s?” List 6

Answer 5

customers
competitors
stakeholders
government financial (banks)
suppliers
staff
media

Question 6

Contrast Public Relations and Publicity

Answer 6

Public Relations
the process by which we create a positive image and customer preference through third-party endorsement
Publicity
the task of securing editorial and news space, as opposed to paid space, in print and broadcast media to promote a product or service

Question 7

List 5 step in the Public Relations Process

Answer 7

Research
Establishing the Marketing Objectives
Defining the Target Audience
Choosing the PR message and Vehicles
Publications

Question 8

What are Sales Promotion Objectives?

Answer 8

short-term sales
increasing long-term sales
getting customers to try new product 
luring customers away from competitors
creating loyal customers

Question 9

What is Integrated Direct Marketing?

Answer 9

direct marketing campaigns that use many vehicles and multiple stages to improve response rates and profits

Question 10

Contrast Publicity and Advertising

Answer 10

Publicity
the task of securing editorial and news space, as opposed to paid space, in print and broadcast media to promote a product or service
Advertising
any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor

Question 11

What are the Steps in Sales Promotion? (6)

Answer 11

Setting Sales Promotion Objectives
Selecting Sales Promotion Tools
Finding Creative Ideas
Developing the Sales Promotion Program 
Pretesting and Implementing the Plan
Evaluating the Results

Question 12

Define Advertising

Answer 12

any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor

Question 13

What is Local Store Marketing?

Answer 13

low-cost, hands-on effort to take advantage of all opportunities within the immediate trading area to promote and market a business

Question 14

List four PR activities

Answer 14

Press Relations
Product Publicity
Corporate Communication
Lobbying
Counseling

Question 15

List 5 roles in the Buyer Decision Process

Answer 15

Problem Recognition
Information Search 
Evaluation of Alternatives
Purchase Decision
Post-purchase Behavior

Question 16

What are Factors Influencing Consumer Behavior?

Answer 16

Cultural
Social
Personal
Psychological

Question 17

What are Intermediaries?

Answer 17

firms that help the company promote, sell and distribute its goods to the final buyers

Question 18

What is Organizational Culture?

Answer 18

the pattern of shared values and beliefs that gives members of an organization meaning and provides them with the rules for behavior in that organization

Question 19

What is Price Discrimination?

Answer 19

sale of identical goods or services are transacted at different prices from the same provider

Question 20

What are the Benefits of Tourism?

Answer 20

Economic Diversification
Cultural Preservation
Enhanced Travel
Modernization
Jobs

Question 21

What is Sustainable Tourism?

Answer 21

tourism attempting to make as low of an impact on the environment and local culture as possible

Question 22

What is Carrying Capacity?

Answer 22

the maximum amount of people an environment can sustain indefinitely

Question 23

What are four Sales Strategies?

Answer 23

Product
Price
Place
Promotion

Question 24

Three types of compensation for sales people

Answer 24

straight salary
straight commission
combination of both

Question 25

Push vs. Pull strategy

Answer 25

Push: company directs its marketing activites at channel members to induce them to order, carry and promote a product

Pull: comapny directs its marketing activities toward final comuners to induce them to buy the produce

Question 26

What are sales quotas?

Answer 26

sale targets sales people need to achieve

Question 27

How to you set marketing/promotional budget?

Answer 27

depends on the objective of marketing pland and promotion plan

what funs are needed for promotional mix and campaigns for the entire year

Question 28

Four major tools in the marketing communication mx

Answer 28

1. type of product.
2. push vs pull strategy
3. buyer readiness state
4. product life cycle stage