Midterm 1

Question 1

what are the marketing 4 p’s

Answer 1

price
product
promotion
place

Question 2

which p corresponds to marketing communications

Answer 2

promotion

Question 3

which o do marketers have the greatest control

Answer 3

promotion

Question 4

marketing communications definition

Answer 4

an audience-entered activity through which an organization seeks to engage with its audiences, with the objective to present the image and brand, stimulate purchases, enable transactions, and encourage the development of the mutually beneficial relationships.

Question 5

tasks or objectives that marketing communications can accomplish

Answer 5

inform-new product or existing - educate consumers
reinforcement - after consumers are aware brand may become dormant in their minds so re-activate it
persuade-urge consumers to buy your stuff
differentiate - market positioning to occupy and create a clear, distinctive position in the consumers mind and compete with other brands in why they should buy your product not competitors.

Question 6

what are the DRIP tasks

Answer 6

differentiate
reinforce
inform
persuade

Question 7

what can you describe differentiation as

Answer 7

why should consumers come to you and not other companies?

Question 8

What are the marketing communications tools

Answer 8

sales promotion
direct marketing
public relations
personal selling
advertising

Question 9

what are the most important marketing communications tools

Answer 9

advertising and sales promotions

Question 10

define the marketing tool advertising

Answer 10

any paid form of non-personal presentation and promotion of ideas, good, or services by an identified sponsor

Question 11

define the marketing tool : sales promotion

Answer 11

an activity that provides incentives to bring about immediate response from customers and distributors

Question 12

define the marketing tool public relations

Answer 12

a form of communications designed to gain public understanding and acceptance

Question 13

define the marketing tool: direct marketing

Answer 13

a marketing system for directly sending messages/products to, and accepting orders from customers through a variety of media

Question 14

define the marketing tool: personal selling

Answer 14

face to face communications involving the presentation of features and benefits of a product or service to a buyer

Question 15

what are some examples of advertising

Answer 15

google

Question 16

what are some examples of sales promotion

Answer 16

self liquidating sales promotions (premiums and incentives)
self involvement (contests and games)
increase product knowledge ( samples and displays)

Question 17

what are some examples of public relation tools

Answer 17

event sponsorship, news release and briefings, speeches

Question 18

what are some examples of direct marketing

Answer 18

mail, email, catalogs

Question 19

what are some examples of personal selling

Answer 19

sales appointments

Question 20

what is the definition of integrated marketing communications (IMC)

Answer 20

a managerial process through which the company carefully integrates and coordinates its many communication channels to deliver a clear, consistent and compelling message about the organization and its brands

Question 21

what is the use of advertising

Answer 21

to efficiently get the message to large audiences

Question 22

what is the use of sales promotion

Answer 22

stimulate immediate purchase, reward repeat purchases, encourage product trial

Question 23

what is the use of public relations

Answer 23

build positive image, strengthen ties with stakeholders

Question 24

what is the use of direct marketing

Answer 24

reach targeted audience, encourage direct response

Question 25

what is the use of personal selling

Answer 25

reach customers one to one to make sales, strengthen relationships

Question 26

what is the selection criteria on choosing which marketing communications tool to use

Answer 26

control
financial resources
credibility
size