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Mkg > chapter 15 > Flashcards

chapter 15 Flashcards

1
Q

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

A

d

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2
Q

What form of communication persuades buyers with short-term goals?

a.Promotions
b.Advertising
c.Publicity
d.Customer satisfaction surveys

A

a

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3
Q

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

a

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4
Q

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

A

C

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5
Q

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

A

b

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6
Q

What tactic marketers use to make their offers an intriguing part of their buyers’ lives?

Social media
Sales promotions
Public relations
Personal selling

A

a

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7
Q

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

A

b

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8
Q

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

A

c

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9
Q

Which phase of the product lifecycle is informative promotion particularly important for?
a) Maturity phase
b) Decline phase
c) Introduction phase
d) Growth phase

A

c

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10
Q

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

A

c

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11
Q

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

A

c

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12
Q

What does informative promotion seek to convert into a want?
a) Existing desires
b) Existing products
c) Existing needs
d) Existing brands

A

c

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13
Q

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

A

b

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14
Q

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

A

c

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15
Q

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

a

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16
Q

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

A

c

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17
Q

During which stages of the product lifecycle is reminder promotion particularly important?
a) Introduction phase
b) Growth phase
c) Mature products
d) Decline phase

A

c

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18
Q

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

A

b

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19
Q

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

A

c

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20
Q

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

A

c

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21
Q

the most popular and familiar form of promotion is advertising

A

t

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22
Q

personal selling is always a good tactic for any kind of product or service

A

f

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23
Q

Which of the following steps in AIDA has a goal for the message to be convincing to create consumer preference?

Action
Desire
Interest
Attention

A

b

24
Q

Awareness, interest, desire and action are part of the AIDA framework used to guide the:

Communication strategy
Discount efforts
Advertising messages
Publicity strategy

A

a

25
Q

How does AIDA help marketers?

To guide their business strategy
To guide their budget estimate
To guide their marketing strategy
To guide their communications strategy

A

d

26
Q

A plan for optimal use of all elements of promotion to elicit a particular response is called:

Question 8 options:

A)

Advertisement
B)

Promotional strategy
C)

Public communications strategy
D)

Sales promotion
E)

Public relation plan

A

b

27
Q

Which promotional mix element allows more control, but also has lower credibility?

Select one: a. Advertising b. Social media c. Public relations d. Sales promotions e. Personal selling

A

a

28
Q

In the late introduction, growth, and early maturity stages, marketers shift their focus to _____ the customers.

Group of answer choices

pursuing

reminding

persuading

informing

promoting

A

c

29
Q

What does the AIDA concept outline?
a) A model for product development
b) A model for achieving promotional goals in stages of consumer involvement with the message
c) A model for customer feedback analysis
d) A model for market segmentation

A

b

30
Q

What does the “Attention” stage entail in the consumer involvement process?
a) Creating desire for the product or brand
b) Building interest in the product or service
c) Encouraging the consumer to take a specific action
d) Making the consumer aware of a category, product, or brand

A

d

31
Q

How is the Attention stage typically achieved?
a) Through personal selling only
b) Through advertising, primarily
c) Through public relations efforts
d) Through direct marketing campaigns

A

b

32
Q

Why is gaining the attention of the target market important?
a) It guarantees immediate sales
b) It builds brand loyalty
c) A firm cannot sell something if the market does not know the good or service exists
d) It ensures long-term customer relationships

A

c

33
Q

What happens once attention is gained in the consumer involvement process?
a) The consumer immediately makes a purchase
b) The consumer becomes disinterested
c) The consumer becomes interested by learning about brand benefits and how the brand fits with lifestyle
d) The consumer stops paying attention to the brand

A

c

34
Q

What is the primary aim of the Desire stage in the consumer involvement process?
a) To create awareness about the product
b) To convince consumers of the product’s value and benefits
c) To provide detailed information about the product
d) To encourage immediate purchase decisions

A

b

34
Q

What must potential customers be persuaded of during the Desire stage?
a) That the product is too expensive
b) That the product is not necessary
c) That the product is the best option to fulfill their needs and desires
d) That the product lacks features compared to competitors

A

c

35
Q

What does the Action stage involve in the consumer involvement process?
a) Creating awareness about the product
b) Convincing consumers of the product’s value and benefits
c) Forming a purchase intention, shopping around, engaging in trial, or making a purchase
d) Providing excessive product details

A

c

36
Q

In which type of product is personal selling more effective according to the provided information?
a) Consumer products with mass production
b) Business products with customization
c) Consumer products with customization
d) Business products with mass productio

A

b

37
Q

What characterizes business products according to the provided information?
a) They are mass-produced with little customization.
b) They are purchased in small volumes.
c) They tend to be more complex and are purchased in larger volume.
d) They are primarily promoted through advertising.

A

c

38
Q

Which promotional method is more effective for business-to-consumer (B2C) products?
a) Personal selling
b) Public relations
c) Advertising
d) Sales promotion

A

c

39
Q

What type of products tend to be mass-produced with little customization and purchased in small volumes?
a) Business products
b) Consumer products
c) Customized products
d) Specialized products

A

b

40
Q

In which stage do marketers focus on educating consumers about what the product is?
Decline stage
Maturity stage
Middle stage
Introduction stage
Growth stage

A

a. educate/build awareness

41
Q

In which stage is advertising likely to start building preference for the brand?
Decline
Introduction
Maturity
Growth
Middle

A

d. informing advertise

42
Q

In which stage does reminder advertising continue and sales promotion is also prevalent? Select one: a. Maturity b. Introduction c. Middle d. Decline e. Introduction and maturity

A

e

43
Q

Which of the following statements is not part of promotional goals?
A. Promotional goals include informing, persuading, and reminding
B. Marketing communications need to emphasize the superiority of companies’ products
C. In the process of serving customers, marketers need to impress on them the value their
products offer.
D. All are part of promotional goals
E. Marketers no longer need to do anything once the market is familiar with their products

A

e

44
Q

Promotion includes all _______ that informs and persuades buyers.

A)

advertising
B)

relations
C)

communication
D)

promotions
E)

elements

A

e

45
Q

Using the AIDA concept, which promotion mix element best motivates action?

A)

Sales Promotion

B)

Public Relations

C)

Social Media

D)

Advertising

E)

Price

A

b

46
Q

Marketers are now using __________as integral components of their

campaigns and as a way to extend the benefits of their use of traditional media.

A)

Public Relations

B)

Social Media

C)

Social Responsibility

D)

Advertising

E)

Personal Selling

A

e

47
Q

What is the goal of advertising in the long run?

A)

Improve goodwill
B)

Increase customer satisfaction
C)

Decrease expenses
D)

Improve relationships
E)

Increase sales

A

e

48
Q

During maturity, awareness levels are but competition is Select one: O a. high, less intense b. high, more intense c. low, less intense d. low, more intense e. high, non-existent

A

b

49
Q

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

a

50
Q

Types of buying decisions
Simple
Buyers make simple buying decisions without much thought
It is often automatic when buyers are making repeat purchases of products from brands that they know
Routine purchases favor advertising and sales promotions, particularly reminder advertising.

A

b

51
Q

What type of purchases favor advertising and sales promotions, particularly reminder advertising?
a) Complex buying decisions
b) Routine purchases
c) Impulsive buying decisions
d) Strategic purchasing decisions

A

b

52
Q

What characterizes the decision-making process in elaborate buying decisions?
a) Minimal thought and consideration
b) Extensive thought and consideration, especially for unfamiliar and expensive products
c) Impulsive decision-making
d) Routine and automatic decision-making

A

b

53
Q

Which promotional methods are effective for elaborate buying decisions?
a) Reminder advertising
b) Persuasive advertising and personal selling
c) Public relations campaigns
d) Sales promotions

A

b

54
Q
A

Mkg (22 decks)

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