Chapter 14

Question 1

Promotion

Answer 1

Marketing activities that air to raise customer awareness of a product or brand,
generating sales and helping to create brand loyalty.

Question 2

Advertising

Answer 2

Paid-for communication with customers: Informative (giving information about
the product); Persuasive - creating an image that increases customer desire for it

Question 3

Sales promotion

Answer 3

Incentives such as special offers or rewards to achieve a short-term increase in sales.

Question 4

Target market/audience

Answer 4

The consumer groups that are the potential buyers of a product.

Question 5

Marketing budget

Answer 5

The financial plan for the marketing of a product over a specific time period
includes the amount to be spent on promotion.

Question 6

e-commerce

Answer 6

and selling of goods and services using computers linked to the internet