Chapter 13.1

Question 0

Primary demand

Answer 0

Consumer desire for a general product category.

Question 1

Promotion

Answer 1

Function of informing, persuading, and influencing a purchase decision.

Question 2

Selective demand

Answer 2

Desire for a specific brand.

Question 3

Integrated marketing communications (IMC)

Answer 3

Marketers coordinate all promotional activities- media advertising, direct mail, personal selling, sales promotion, and public relations- to produce a unified, customer-focused promotional strategy.

Question 4

Promotional mix

Answer 4

Consists of 2 components- personal and nonpersonal selling- that marketers combine to meet the needs of their firms target customers and effectively and efficiently communicate it’s message to them.

Question 5

Personal selling

Answer 5

A direct person-to-person promotional presentation to a potential buyer.

Communication can occur via face to face meeting or by telephone, video conference, or computer link.

Question 6

Nonpersonal selling

Answer 6

Consists of advertising, sales promotion, direct marketing, and public relations.

Question 7

Positioning

Answer 7

Marketers attempt to establish their products in the minds of customers.

The idea is to communicate to buyers meaningful distinctions about the attributes, price, quality, or use of a good or service.

Question 8

Product placement

Answer 8

Marketers pay placement fees to have their products showcased in various media, ranging from newspapers, magazines, television and movies.

Question 9

Guerrilla marketing

Answer 9

Involves innovative, low-cost marketing efforts designed to get consumers attention in unusual ways.

Question 10

Advertising

Answer 10

Is a paid non-personal communication usually targeted at large numbers of potential buyers.

Question 11

Product advertising

Answer 11

Consists of messages designed to sell a particular good or service.

Question 12

Institutional advertising

Answer 12

Involves messages that promote concepts, ideas, philosophies, or goodwill for industries, companies, organizations, or government entities.

Question 13

Cause advertising

Answer 13

Promotes a specific viewpoint on a public issue as a way to influence public opinion and the legislative process about issues such as literacy, hunger, and poverty, and alternative energy sources.

Question 14

Advocacy advertising

Answer 14

A type of cause advertising used by not-for-profit organizations and businesses.

Question 15

Informative advertising

Answer 15

To build initial demand for a product in the introductory phase of the product life cycle.

Question 16

Persuasive advertising

Answer 16

Attempts to improve the competitive status of a product, institution, or concept, usually in the growth and maturity stages of the product life cycle.

Question 17

Comparative advertising

Answer 17

Compares products directly with their competitors- either by name or by inference.

Question 18

Reminder-orientated advertising

Answer 18

Often appears in the late maturity or decline stages of the product life cycle to maintain awareness of the importance and usefulness of a product, concept, or institution.