chapter 15 Flashcards
How can a company impress on its consumers that they should buy its products?
a.By using marketing channels
b.By lowering its prices
c.By selling the highest quality products
d.By using marketing communication
d
What form of communication persuades buyers with short-term goals?
a.Promotions
b.Advertising
c.Publicity
d.Customer satisfaction surveys
a
What is the main focus of a promotional strategy?
Select one:
a. Convince buyers that the product is the best among the options available in the market.
b. Promote the product to competitors.
c. Convince buyers that the product is exclusive.
d. Promote the product whether or not it is appealing to the buyers.
e. Understand the buyers’ wants and needs.
a
For big purchases and business markets, which promotional mix element would be more effective?
a.Advertising
b.Social media
c.Personal selling
d.Sales promotion
C
What are the five elements of the promotional mix?
a) Advertising, marketing, sales promotion, branding, social media
b) Advertising, public relations, sales promotion, personal selling, social media
c) Advertising, publicity, sales promotion, direct marketing, social media
d) Advertising, public relations, sales management, personal selling, social networking
b
What tactic marketers use to make their offers an intriguing part of their buyers’ lives?
Social media
Sales promotions
Public relations
Personal selling
a
What are the types of promotional goals?
a) Informing, selling, reminding
b) Informing, persuading, reminding
c) Advertising, public relations, sales promotion
d) Persuading, advertising, informing
b
What is the primary goal of informative promotion?
a) To create brand loyalty
b) To increase sales immediately
c) To introduce features and benefits of a product to potential customers
d) To persuade customers to make immediate purchases
c
Which phase of the product lifecycle is informative promotion particularly important for?
a) Maturity phase
b) Decline phase
c) Introduction phase
d) Growth phase
c
What type of products is informative promotion especially crucial for promoting?
a) Everyday consumables
b) Luxury goods
c) Complex and technical products
d) Fashion accessories
c
Which promotional method is cited as an example of informative promotion?
a) Giving discounts
b) Social media advertising
c) Public relations and launch promotion (exclusive offer)
d) Celebrity endorsements
c
What does informative promotion seek to convert into a want?
a) Existing desires
b) Existing products
c) Existing needs
d) Existing brands
c
What is the primary focus of persuasive promotion?
a) Introducing new products to potential customers
b) Convincing the market to buy the products and highlighting their superiority over competitors
c) Reinforcing brand loyalty among existing customers
d) Reminding customers about the benefits of a product
b
During which stages of the product lifecycle is persuasive promotion particularly important?
a) Introduction phase only
b) Growth phase only
c) Late introduction, growth, and early maturity phases
d) Decline phase only
c
In the later stages of the product life cycle, all brands have well-established images. The focus is then on blank space advertising.
Reminder
Comprehensive
Persuasive
Informative
a
What is the primary goal of reminder promotion?
a) Introducing new products to potential customers
b) Convincing customers to switch brands
c) Reminding consumers about the brand’s offerings to maintain top-of-mind awareness
d) Highlighting the product’s superiority over competitors
c
During which stages of the product lifecycle is reminder promotion particularly important?
a) Introduction phase
b) Growth phase
c) Mature products
d) Decline phase
c
What is the primary focus of “connecting” in the context of social media promotion?
a) Introducing new products to potential customers
b) Forming relationships with customers and potential customers through technological ties
c) Convincing customers to switch brands
d) Reminding consumers about the brand’s offerings
b
What is the ultimate goal of forming relationships through social media?
a) Creating brand awareness
b) Increasing website traffic
c) Leading to customer engagement with the products or services and ultimately to purchases
d) Generating immediate sales
c
How do brands aim to leverage customer relationships formed through social media?
a) By offering exclusive discounts
b) By providing detailed information about product features
c) By hoping customers become brand advocates who promote the brand through their own social networks
d) By launching aggressive marketing campaign
c
the most popular and familiar form of promotion is advertising
t
personal selling is always a good tactic for any kind of product or service
f