Chapter 15

Question 1

Communication by marketers that informs, persuades,
and reminds potential buyers of a product to influence an opinion or
elicit a response

Answer 1

Promotion

Question 2

A plan for the optimal use of the elements
of promotion: advertising, public relations, personal selling, sales
promotion, and social media

Answer 2

promotional strategy

Question 3

Marketing mix (4Ps)

Answer 3

product, place, promotion, price

Question 4

Advertising, public relations, sales promotion, personal selling, social media

Answer 4

promotional mix

Question 5

The main function of a marketer’s _____ _____ is to convince target customers that the goods and services offered provide a competitive advantage over the competition.

Answer 5

promotional strategy

Question 6

One or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors

Answer 6

competitive advantage

Question 7

______ _____ have changed as many targeted
customer segments have become more difficult to reach.

Answer 7

promotional strategies

Question 8

The process by which we exchange or share meaning
through a common set of symbols

Answer 8

communication

Question 9

Direct, face-to-face communication
between two or more people

Answer 9

interpersonal communication

Question 10

The communication of a concept or message
to large audiences

Answer 10

mass communication

Question 11

The originator of the message in the communication process

Answer 11

sender

Question 12

The conversion of a sender’s ideas and thoughts into a message,
usually in the form of words or signs

Answer 12

encoding

Question 13

A medium of communication—such as a voice, radio, or
newspaper—for transmitting a message

Answer 13

channel

Question 14

Anything that interferes with, distorts, or slows down the
transmission of information

Answer 14

noise

Question 15

The person who decodes a message

Answer 15

receiver

Question 16

Interpretation of the language and symbols sent by the source
through a channel

Answer 16

decoding

Question 17

The receiver’s response to a message

Answer 17

feedback

Question 18

The goals of promotion

Answer 18

inform, persuade, remind, connect

Question 19

Which of the following is the goal of informative promotion?
A. To lead to customer engagement with the products or services and,
ultimately, to purchases
B. To stimulate a purchase or an action
C. To convert an existing need into a want, or to stimulate interest in a
new product
D. To keep the product and brand name in the public’s mind

Answer 19

C. To convert an existing need into a want, or to stimulate interest in a
new product

Question 20

The combination of promotional tools—
including advertising, public relations, personal selling, sales
promotion, and social media—used to reach the target market and
fulfill the organization’s overall goals

Answer 20

promotional mix

Question 21

Impersonal, one-way mass communication about a
product or organization that is paid for by a marketer

Answer 21

advertising

Question 22

The marketing function that evaluates public
attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public
understanding and acceptance

Answer 22

public relations

Question 23

Public information about a company, product, service, or
issue appearing in the mass media as a news item

Answer 23

publicity

Question 24

Marketing activities—other than personal selling,
advertising, and public relations—that stimulate consumer buying and
dealer effectiveness

Answer 24

sales promotion

Question 25

A purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other

Answer 25

personal selling

Question 26

A category of promotional tactics based on the traditional advertising model, whereby a brand pays for media space

Answer 26

paid media

Question 27

A category of promotional tactics based on a public relations or publicity model that gets customers talking about products or services

Answer 27

earned media

Question 28

A new category of promotional tactics based on brands becoming publishers of their own content in order to maximize the brands’ value to customers

Answer 28

owned media

Question 29

A model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for attention, interest, desire, and action

Answer 29

AIDA concept

Question 30

The careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every point at which a company has contact with the consumer

Answer 30

integrated marketing communications

Question 31

_____ ____ vary a great deal from one product and one industry to the next, depending on several factors: − The nature of the product − The stage in the product life cycle − Target market characteristics − The type of buying decision − Funds available for promotion − Whether a push or a pull strategy will be used

Answer 31

promotional mixes

Question 32

Promotional mixes vary a great deal from one product and one industry to the next, depending on several factors: − ____ ____ ___ ___ ____ − The stage in the product life cycle − Target market characteristics − The type of buying decision − Funds available for promotion − Whether a push or a pull strategy will be used

Answer 32

the nature of the product

Question 33

Promotional mixes vary a great deal from one product and one industry to the next, depending on several factors: − The nature of the product − ____ ____ ___ ___ ____ ___ ____ − Target market characteristics − The type of buying decision − Funds available for promotion − Whether a push or a pull strategy will be used

Answer 33

the stage in the product life cycle

Question 34

Promotional mixes vary a great deal from one product and one industry to the next, depending on several factors: − The nature of the product − The stage in the product life cycle − ____ ____ ____ − The type of buying decision − Funds available for promotion − Whether a push or a pull strategy will be used

Answer 34

Target market characteristics

Question 35

Promotional mixes vary a great deal from one product and one industry to the next, depending on several factors: − The nature of the product − The stage in the product life cycle − Target market characteristics − ____ ____ ____ ____ ____ − Funds available for promotion − Whether a push or a pull strategy will be used

Answer 35

The type of buying decision

Question 36

Promotional mixes vary a great deal from one product and one industry to the next, depending on several factors: − The nature of the product − The stage in the product life cycle − Target market characteristics − The type of buying decision − ____ ___ ____ ____ − Whether a push or a pull strategy will be used

Answer 36

Funds available for promotion

Question 37

Promotional mixes vary a great deal from one product and one industry to the next, depending on several factors: − The nature of the product − The stage in the product life cycle − Target market characteristics − The type of buying decision − Funds available for promotion − ____ ____ ____ ____ ____ ___ ___ ____ ___ ___

Answer 37

Whether a push or a pull strategy will be used

Question 38

Preintroduction publicity; small amounts of advertising near introduction

Answer 38

Introduction stage

Question 39

Heavy advertising and public relations to build awareness; sales promotion to induce trial; personal selling to obtain distribution

Answer 39

After Introduction, before growth stage

Question 40

Heavy advertising and public relations to build brand loyalty; decreasing use of sales promotion; personal selling to maintain distribution

Answer 40

growth stage

Question 41

Advertising slightly decreased - more persuasive and reminder in nature; increased use of sales promotion to build market share; personal selling to maintain distribution

Answer 41

Maturity stage

Question 42

Advertising and public relations drastically decreased; sales promotoin and personal selling maintained at low levels

Answer 42

Decline stage

Question 43

A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise

Answer 43

push strategy

Question 44

A marketing strategy that stimulates consumer demand to obtain product distribution

Answer 44

pull strategy