Chapter 14: Engaging customers and communicating customer value

Question 1

Promotion mix (marketing communications mix):

Answer 1

1. Advertising
2. Sales promotion
3. Personal selling
4. Public relations (PR)
5. Direct and digital marketing

Question 2

Major changes in marketing communications:

Answer 2

1. Consumers are changing
2. Marketing strategies are changing
3. Advanced in digital tech

Question 3

The communication process, 9 factors:

Answer 3

1. The sender
2. The receiver
3. The message
4. The media
5. Encoding
6. Decoding
7. Response
8. Feedback
9. Noise

Question 4

Steps in developing effective marketing communications:

Answer 4

1. Identify the target audience
2. Determine communications objectives
3. Designing a message
4. Choosing communication channels and media:
5. Selecting the message source
6. Collecting feedback

Question 5

Promotion mix strategies:

Answer 5

• Push strategy
• Pull strategy