Lesson 1

Question 1

List the elements of the marketing communications mix.

Answer 1

Advertising
Sales promotion
Public relations and publicity
Personal selling
Direct marketing

Question 2

Integrated marketing communications.

Answer 2

a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.

Question 3

Transactional Exchange

Answer 3

Each party offers something of value to the other and who are prepared to enter the exchange process.

Question 4

Relational Exchange

Answer 4

The building of a long-term relationship between an organization and its customers. Communication is at the center of this type of exchange.

Question 5

Consumer Purchasing steps

Answer 5

Problem Recognition
Information Search
Alternatives Evaluation
Purchase Decision
Post Purchase Evaluation