Chapter 13

Question 1

Promotion?

Answer 1

communicating information between seller and potential buyer or others in the channel to influence attitudes and behavior.

Question 2

Personal selling

Answer 2

direct spoken communication between sellers and potential customers, usually in person but sometimes over the telephone.

Question 3

Mass selling

Answer 3

communicating with large numbers of potential customers at the same time.

Question 4

Advertising

Answer 4

any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.

Question 5

Publicity

Answer 5

any unpaid form of nonpersonal presentation of ideas, goods, or services.

Question 6

Sales promotion

Answer 6

those promotion activities—other than advertising, publicity, and personal selling—that stimulate interest, trial, or purchase by final customers or others in the channel.

Question 7

Sales managers

Answer 7

managers concerned with managing personal selling.

Question 8

Advertising managers:

Answer 8

managers of their company’s mass selling effort in television, newspapers, magazines, and other media.

Question 9

Public relations:

Answer 9

communication with noncustomers‑‑including labor, public interest groups, stockholders, and the government.

Question 10

Sales promotion managers:

Answer 10

managers of their company’s sales promotion effort.

Question 11

Integrated marketing communications:

Answer 11

the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message.

Question 12

AIDA model

Answer 12

consists of four promotion jobs—(1) to get Attention, (2) to hold Interest, (3) to arouse Desire, and (4) to obtain Action

Question 13

Communication process:

Answer 13

a source trying to reach a receiver with a message.

Question 14

Source:

Answer 14

the sender of a message.

Question 15

Receiver:

Answer 15

the target of a message in the communication process, usually a potential customer.

Question 16

Noise:

Answer 16

any distraction that reduces the effectiveness of the communication process.

Question 17

Encoding

Answer 17

: the source in the communication process deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver.

Question 18

Decoding

Answer 18

the receiver in the communication process translating the message

Question 19

Message channel:

Answer 19

the carrier of the message

Question 20

Pushing:

Answer 20

using normal promotion effort—personal selling, advertising, and sales promotion—to help sell the whole marketing mix to possible channel members

Question 21

Pulling:

Answer 21

using promotion to get consumers to ask intermediaries for the product

Question 22

Adoption curve:

Answer 22

shows when different groups accept ideas.

Question 23

Innovators:

Answer 23

the first group to adopt new products.

Question 24

Early adopters:

Answer 24

the second group in the adoption curve to adopt a new product; these people are usually well-respected by their peers and often are opinion leaders.

Question 25

Early majority:

Answer 25

a group in the adoption curve that avoids risk and waits to consider a new idea until many early adopters try it—and like it.

Question 26

Late majority:

Answer 26

a group of adopters who are cautious about new ideas—see adoption curve.

Question 27

Laggards:

Answer 27

prefer to do things the way they have been done in the past and are very suspicious of new ideas—sometimes called nonadopters—see adoption curve.

Question 28

NoN adopters:

Answer 28

prefer to do things the way they have been done in the past and are very suspicious of new ideas—sometimes called laggards—see adoption

Question 29

Primary demand:

Answer 29

demand for the general product idea, not just the company's own brand.

Question 30

Selective demand:

Answer 30

demand for a company's own brand rather than a product category.

Question 31

Task method:

Answer 31

an approach to developing a budget—basing the budget on the job to be done.