Chapter 16

Question 1

The combination of promotional tools an organization uses.

Answer 1

Promotion mix

Question 2

technique that combines all the promotional tools into one comprehensive and unified promotional strategy.

Answer 2

Integrated marketing communication

Question 3

Paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message.

Answer 3

Advertising

Question 4

Advantage and disadvantage of television ads

Answer 4

Reaches millions of people with high impact, but it’s expensive.

Question 5

Putting products into TV shows and movies where they will be seen.

Answer 5

Product Placement

Question 6

A full-length TV program devoted exclusively to promoting goods or services.

Answer 6

Infomercial

Question 7

One Goal of online advertising

Answer 7

Push potential customers to the website to learn more about the customer and let the customer learn more about them.

Question 8

Promotion process that allows marketers to go beyond a monologue, where sellers try to persuade buyers to buy things, to a dialogue in which buyers and sellers work together to create mutually beneficial exchange relationships.

Answer 8

Interactive promotion

Question 9

Social media makes it possible to test ads before before taking them to other media by helping learn what?

Answer 9

Learn why people like and dislike messages

Question 10

Developing a single product and promotional strategy that can be implemented world wide.

Answer 10

Global advertising

Question 11

The face-to-face presentation and promotion of goods and services.

Answer 11

Personal selling

Question 12

Software that integrates social media to create a community-based relationship with customers.

Answer 12

Customer Relationship Management (CRM)

Question 13

What are the 7 steps the selling process

Answer 13

1. Prospect and Qualify
2. Preapproach
3. Approach
4. Make a Presentation
5. Answer Objections
6. Close the Sale
7. Follow up

Question 14

Researching potential buyers and choosing those most likely to buy.

Answer 14

Prospecting

Question 15

In the selling process, making sure that people have a need for the product, the authority to buy, and the willingness to listen to a sales message.

Answer 15

Qualifying

Question 16

A step in the selling process that consists of a question or statement that moves the selling process toward the actual close.

Answer 16

Trial Close

Question 17

What steps can most B2C retail sales people skip

Answer 17

Prospecting and qualifying and preapproach

Question 18

What are the four biggest forms of advertising by $

Answer 18

1. Digital
2. TV
3. Radio
4. Newspaper

Question 19

What are the four traditional items in the promotional mix

Answer 19

Advertising
Personal Selling
Public Relations
Sales Promotion

Question 20

The management function that evaluates public attitudes, changes policies and procedures in response to the public’s requests, and executes a program of action and information to earn public understanding and acceptance.

Answer 20

Public Relations

Question 21

Three steps to public relations Program

Answer 21

1. Listen to the public
2. Change policies and procedures
3. Inform people you’re responsive to their needs

Question 22

Any information about an individual, product, or organization that’s distributed to the public through the media and that’s not paid for or controlled by the seller

Answer 22

Publicity, the talking arm of public relations

Question 23

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities.

Answer 23

Sales Promotion

Question 24

A promotional tool in which a company lets consumers have a small sample of a product for no charge.

Answer 24

Sampling

Question 25

A promotional tool that involves people telling other people about products they’ve purchased.

Answer 25

Word-of-mouth promotion

Question 26

The term now used to describe everything from paying customers to say positive things on the Internet to setting up multilevel selling schemes whereby consumers get commissions for directing friends to specific websites.

Answer 26

Viral Marketing

Question 27

what has to happen for a blog to succeed

Answer 27

A business must take time to post and respond to the customers that leave comments.

Question 28

A means of distributing audio and video programs via the Internet that lets users subscribe to a number of files, also known as feeds, and then hear or view the material at the time they choose

Answer 28

Podcasting

Question 29

Key to success with mobile marketing

Answer 29

Keep the message brief because mobile users don't want to read through much text.

Question 30

Promotional strategy in which the producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise.

Answer 30

Push Strategy

Question 31

Promotional strategy in which heavy advertising and sales promotion efforts are directed toward consumers so that they’ll request the products from retailers.

Answer 31

Pull Strategy