Understanding Business Chapter 16

Question 1

Promotion Mix

Answer 1

The combination of promotional tools an organization uses.

Question 2

Integrated Marketing Communication (IMC)

Answer 2

A technique that combines all the promotional tools into one comprehensive. unified promotional strategy.

Question 3

Advertising

Answer 3

Paid. non-personal communication through various media by organizations and individuals who are in some way identified in the advertising message.

Question 4

Product Placement

Answer 4

Putting products into TV shows and movies where they will be seen.

Question 5

Infomercial

Answer 5

A full-length TV program devoted exclusively to promoting goods or services.

Question 6

Interactive Promotion

Answer 6

promotion process that allows marketers to go beyond a monologue. where sellers try to persuade buyers to buy things. to a dialogue in which buyers and sellers work together to create mutually beneficial exchange relationships

Question 7

Personal Selling

Answer 7

The face-to-face presentation and promotion of goods and services.

Question 8

Prospecting

Answer 8

Researching potential buyers and choosing those most likely to buy

Question 9

Qualifying

Answer 9

In the selling process. making sure that people have a need for the product. the authority to buy. and the willingness to listen to a sales message.

Question 10

Prospect

Answer 10

A person with the means to buy a product. the authority to buy. and the willingness to listen to a sales message.

Question 11

Trial Close

Answer 11

A step in the selling process that consists of a question or statement that moves the selling process toward the actual close.

Question 12

Public Relations (PR)

Answer 12

The management function that evaluates public attitudes. changes policies and procedures in response to the public’s requests. and executes a program of action and information to earn public understanding and acceptance.

Question 13

Publicity

Answer 13

Any information about an individual. product. or organization that’s distributed to the public through the media and that’s not paid for or controlled by the seller.

Question 14

Sales Promotion

Answer 14

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities.

Question 15

Sampling

Answer 15

A promotional tool in which a company lets consumers have a small sample of a product for no charge.

Question 16

Word-of-Mouth Promotion

Answer 16

A promotional tool that involves people telling other people about products they’ve purchased.

Question 17

Viral Marketing

Answer 17

The term now used to describe everything from paying customers to say positive things on the internet to setting up multilevel selling schemes whereby consumers get commissions for directing friends to specific Web sites.

Question 18

Blog

Answer 18

An online diary that looks like a web page but is easier to create and update by posting text. photos. or links to other sites.

Question 19

Podcasting

Answer 19

A means of distributing audio and video programs via the Internet that lets users subscribe to a number of files. also known as feeds. and then hear or view the material at the time they choose.

Question 20

Push Strategy

Answer 20

Promotional strategy in which the producer uses advertising. personal selling. sales promotion. and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise.

Question 21

Pull Strategy

Answer 21

Promotional strategy in which heavy advertising and sales promotion efforts are directed toward consumers so that they’ll request the products from retailers.

Question 22

Pick Economy

Answer 22

Customers who pick out their products from online outlets or who do online comparison shopping.