Marketing Final

Question 1

a promotion strategy that uses the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members, which in turn promote it to final customers

Answer 1

push strategy

Question 2

a promotion strategy that calls for spending a lot on customer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that “pulls” the product through the channel

Answer 2

pull strategy

Question 3

a term used to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customers with more engaging messages

Answer 3

Madison & Vine

Question 4

creates greater customer engagement

Answer 4

Consumer generated content

Question 5

the measure of how many times the average person is exposed to the message

Answer 5

Advertising Frequency

Question 6

the advertiser may try to reach 70% of the target market during the 1st 3 months

Answer 6

Advertising Reach

Question 7

the specific blend of promotional tools that the company uses to engage consumers, persuasively communicate customer value and build customer relationships

Answer 7

Promotion Mix (Marketing Communications Mix)

Question 8

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

Answer 8

advertising

Question 9

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. PR includes press releases, sponsorships, events, and web pages

Answer 9

public relations

Question 10

carefully integrating and coordinating the company’s many communication channels to deliver a clear, consistent, and compelling message about the organization and its product

Answer 10

Integrated Marketing Communications (IMC)

Question 11

promotional channels paid for by sponsors (TV, radio, mobile ads)

Answer 11

paid media

Question 12

promotional channels owned and controlled by the company (company web sites, corporate blogs, owned social media pages)

Answer 12

owned media

Question 13

includes PR media channels such as TV, newspaper, blogs, online video sites, and others not directly paid for or controlled by the marketer

Answer 13

earned media

Question 14

includes media shared by consumers with other customers, such as social media blogs, mobile media, and word of mouth

Answer 14

shared media

Question 15

advertisement objective used when introducing a new product category

Answer 15

informative

Question 16

advertisement objective that becomes more important as competition increases

Answer 16

pursuasive

Question 17

advertising objective that is important for mature products, helps maintain customer relationships and keep them thinking about the product

Answer 17

reminder

Question 18

personal presentations by the firms sales force for the purpose of making sales and building customer relationships

Answer 18

personal selling

Question 19

analyzing, planning, implementing, and controlling sales force activities

Answer 19

sales force management

Question 20

salespeople who travel to call on customers in the field

Answer 20

outside sales force

Question 21

salespeople who conduct business from their offices via telephone, online, and social media interactions, or visits from prospective buyers

Answer 21

inside sales force

Question 22

using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large complex accounts

Answer 22

team selling

Question 23

short term incentives to encourage the purchase or sale of a product or service

Answer 23

sales promotion

Question 24

sales promotion tools udes to boost short term customer buying and engagement or enhance long term customer relationships(samples, coupons, refunds)

Answer 24

consumer promotion

Question 25

sales promotion tools used to persuade resellers to carry a brand, give it shelf space, and promote it in advertising(contests, premiums, displays, discount, allowance, free goods, push money)

Answer 25

trade promotion

Question 26

sales promotion tools used to generate business leads, stimulate purchases reward customers, and motivate salespeople (conventions, trade shows, sales contests)

Answer 26

business promotion

Question 27

creating a brand marketing event or serving as a sole or participating sponsor of events created by others

Answer 27

event marketing/sponsorship

Question 28

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

Answer 28

direct and digital marketing

Question 29

marketing both through stores and other traditional offline channels and through digital, online, social media, and mobile channels

Answer 29

multichannel marketing

Question 30

a website that interacts with consumers to move them closer to a direct purchase or other marketing outcome

Answer 30

marketing websites

Question 31

a web site that presents brand content that engages consumers and creates customer community around a brand

Answer 31

branded community websites

Question 32

advertising that appears while consumers are browsing online

Answer 32

online advertising

Question 33

marketing messages, promotions, and other content delivered to on the go consumers through mobile phones, smartphones, tablets, and other mobile devices

Answer 33

mobile marketing

Question 34

sending an offer, announcement, reminder, or other items directly to a person at a particular address. (catalog marketing-print, video, and digital catalogs/telemarketing-using the phone to sell directly to customers/direct response TV marketing- via television (proactive)/kiosk marketing-

Answer 34

direct mail marketing