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ESSENTIALS OF MARKETING > M9 > Flashcards

M9 Flashcards

1
Q

Is communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior.

A

PROMOTION

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2
Q

involves direct spoken communication between sellers and potential customers

A

PERSONAL SELLING

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3
Q

is communicating with large numbers of potential customers at the same time.

A

MASS SELLING

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4
Q

is any unpaid form of non personal presentation of ideas, goods, or services

A

PUBLICITY

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5
Q

is any paid form of non personal presentation of ideas, goods, or services by an identified sponsor. It includes the use of traditional media such as magazines, newspapers, radio and TV, signs, and direct mail as well as new media such as the Internet

A

ADVERTISING

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6
Q

PROMOTION METHODS

A
  • PERSONAL SELLING
  • MASS SELLING
  • SALES PROMOTION
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7
Q

TYPES OF MASS SELLING

A
  • ADVERTISING
  • PUBLICITY
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8
Q

refers to promotion activities other than advertising, publicity, and personal selling that stimulate interest, trial, or purchase by final customers or others in the channel.

A

SALES PROMOTION

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9
Q

Aimed at consumers or users

A

SALES PROMOTION

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10
Q

Aimed at wholesalers or retailers

A

SALES PROMOTION

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11
Q

Aimed at company’s own sales force

A

SALES PROMOTION

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12
Q

INTEGRATED MARKETING COMMUNICATIONS

A
  • SALES MANAGERS
  • ADVERTISING MANAGERS
  • MARKETING MANAGERS
  • SALES PROMOTION MANAGERS
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13
Q

are concerned with managing personal sales.

A

SALES MANAGER

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14
Q

is responsible for building good distribution channels and implementing Place policies

A

SALES MANAGER

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15
Q

may also act as the marketing manager and be responsible for advertising and sales promotion

A

SALES MANAGER

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16
Q

manage their company’s mass-selling effort in television, newspapers, magazines, and other media.

A

ADVERTISING MANAGER

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17
Q

Their job is choosing the right media and developing the ads.

A

ADVERTISING MANAGER

18
Q

manage their company’s sales promotion effort.

A

SALES PROMOTION MANAGER

19
Q

has independent status and reports directly to the marketing manager

A

SALES PROMOTION MANAGER

20
Q

communication with noncustomers, including the press, labor, public interest groups, stockholders, and the government

A

PUBLIC RELATIONS

21
Q

may be in charge of a company’s social media (Facebook page, Twitter feed, LinkedIn page, etc.) and possibly its website.

A

SOCIAL MEDIA MANAGER

22
Q

must weigh the pros and cons of the various promotion methods and then devise an effective promotion blend fitting in the various departments and personalities and coordinating their efforts.

A

MARKETING MANAGER

23
Q

Effective blending of all of the firm’s promotion efforts should produce ____

A

INTEGRATED MARKETING COMMUNICATIONS

24
Q

the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message

A

INTEGRATED MARKETING COMMUNICATIONS

25
Q

TRADITIONAL COMMUNICATION PROCESS

A
  • SOURCE
  • ENCODING
  • MESSAGE CHANNEL
  • NOISE
  • DECODING
  • RECEIVER
  • FEEDBACK
26
Q

means a source trying to reach a receiver with a message.

A

COMMUNICATION PROCESS

27
Q

The sender of a message is trying to deliver a message

A

SOURCE

28
Q

a potential customer. Customers evaluate the source of the message in terms of trustworthiness and credibility.

A

RECEIVER

29
Q

is any distraction that reduces the effectiveness of the communication process.

A

NOISE

30
Q

is the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver

A

ENCODING

31
Q

is the receiver translating the message. This process can be very tricky. The meanings of various words and symbols may differ depending on the attitudes and experiences of the two groups.

A

DECODING

32
Q

Is is complicated even more because the message is coming from a source through some message channel the carrier of the message.

A

COMMUNICATION PROCESS

33
Q

can use many message channels to deliver a message.

A

SOURCE

34
Q

The last element in the traditional communication process

A

FEEDBACK

35
Q

communication from the receiver back to the source.

A

FEEDBACK

36
Q

may take many different forms: a customer may simply have a different attitude, seek more information, visit a store, or purchase the product.

A

FEEDBACK

37
Q

SETTING THE PROMOTION BUDGET

A
  • PERCENTAGE OF SALES
  • TASK METHOD
38
Q

The most common method of budgeting for promotion expenditures is to

A

COMPUTE PERCENTAGE OF SALES

39
Q

the most sensible approach to budgeting promotion expenditures is the

A

TASK METHOD

40
Q

most common approach
main advantage is ease
can lead to major problems, including cutbacks when more money is needed

A

BUDGET BASED ON PERCENT OF PAST OR EXPECTED SALES

41
Q

Basing the budget on the job to be done. It helps a marketing manager to set priorities so that the money spent on promotion produces specific and desired results.

A

TASK METHOD

42
Q

usually the sensible approach

A

TASK METHOD

ESSENTIALS OF MARKETING (9 decks)

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