Marketing (promotion)

Question 1

What is promotion

Answer 1

The activities designed to communicate with the market thereby increasing visibility and sales of a product

Question 2

What is the promotional mix

Answer 2

The combination of promotional activities that a firm uses in order to create consumer awareness and generate sales

Question 3

What is above the line promotion

Answer 3

Advertising, using the paid services of a third party to communicate with customers

Question 4

What is below the line promotion

Answer 4

In house promotions designed to create a short term incentive to buy

Question 5

Give four examples of below the line promotion

Answer 5

Sales promotion, merchandising, public relations and relationship marketing

Question 6

What is informative advertising

Answer 6

Explains to the customer details of the product and what it does

Question 7

What is persuasive advertising

Answer 7

Influencing the customer to buy the product based on factors other than what the product does by appealing to the emotions and sensitivities of consumers

Question 8

What is public relations

Answer 8

Communicating with the media such as newspapers, television and radio in order to get favourable publicity for the organisation

Question 9

What is merchandising

Answer 9

How a firm promotes is POS, big focus on the visual display of a product and the way it is presented within the selling location

Question 10

What are sales promotions

Answer 10

Short term offers used by firms in order to increase sales for their products

Question 11

What is branding

Answer 11

The creation of an identity for the business that distinguishes that firm and its products from other firms, adds value and leads to brand loyalty

Question 12

What is relationship marketing

Answer 12

Building a longer term relationship with valued customers rather than focusing on short term sales, builds brand loyalty and encourages an emotional attachment to the brand

Question 13

How do segmentation, targeting and positioning processes influence promotional decisions

Answer 13

Ensuring the promotion appeals to the target market and correctly positions the products against competitors

Question 14

What internal constraints influence promotional decisions

Answer 14

Budget and ethical objectives

Question 15

Which external influences have an impact on promotional decisions

Answer 15

Technology, competitors actions and environmental issues

Question 16

Why is it important for a business to choose an appropriate promotional strategy

Answer 16

Compliment the marketing mix, effective use of budget, appeal to target market, support brand image, achieve marketing objectives

Question 17

Why are promotional decisions important to customers

Answer 17

Not misleading, sales promotions are genuinely of value and maintains brand image