Marketing mix - promotion and place

Question 1

Promotion

Answer 1

the use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public relations to inform consumers and persuade them to buy

Question 2

Promotion mix

Answer 2

the combination of promotional techniques that a firm uses to sell a product

Question 3

Above-the-line promotion

Answer 3

a form of promotion that is undertaken by a business by paying for communication with consumers

Question 4

Advertising

Answer 4

paid for communication with consumers to inform and persuade

Question 5

Below-the-line promotion

Answer 5

promotion that is not a directly paid for means of communication, but based on short term incentives to purchase

Question 6

Sales promotion

Answer 6

incentives such as special offers or special deal directed at consumers or retailers to achieve short term sales increases and repeat purchases from consumers

Question 7

Personal selling

Answer 7

a member of the sales staff communicates with one consumer with the aim of selling the products and develop a long term relationship between the company and the consumer

Question 8

Sponsorship

Answer 8

payment by a company to organisers of an event/team/individuals so that their company names become associated with the event/team/individuals

Question 9

Public relations

Answer 9

the deliberate use of free publicity provided by newspapers, TV and other media to communicate with and achieve understanding by the public

Question 10

Branding

Answer 10

the strategy of differentiating products from those of competitors by creating an identifiable image and clear expectations about a product

Question 11

Marketing or promotion budget

Answer 11

the financial amount made available by a business to spend on marketing during a certain time period

Question 12

Channel of distribution

Answer 12

this refers to the chain of intermediaries a product passes through from producer to final consumer

Question 13

Internet marketing

Answer 13

refers to advertising and marketing activities that use the internet, email and mobile communications to encourage direct sales via electronic commerce

Question 14

E-commerce

Answer 14

the buying and selling of goods and services by businesses and consumers through electronic medium

Question 15

Viral marketing

Answer 15

the use of social media sites or text messages to increase brand awareness or sell products

Question 16

Integrated marketing mix

Answer 16

the key marketing decisions complement each other and work together to give customers a consistent message about the product