Chapter 18

Question 1

Promotional mix (combination of 1+ communicational tools used to…)

Answer 1

1.inform perspective buyer about the benefits of the product
2. persuade them to buy it
3. remind them later about the benefits of product

Question 2

Public relations (PR)

Answer 2

form of communication management that seeks to influence the feelings of options and beliefs’ held by customers, prospective customers, stockholders, suppliers, employees, and other public about a company and its products/ services

Question 3

push strategy

Answer 3

manufacturer aims premotions to channel member to get them to order and stock product

Question 4

pull strategy

Answer 4

The manufacturer aims promotion to consumers to get them to ask for the product from the intermediary (3rd party: wholesaler, retailer, dealership)

Question 5

channel of communication

Answer 5

the means (for example,
a salesperson, advertising media, or public relations tools)
of conveying a message to a receiver during the
communication process.

Question 6

communication

(6 elements)

Answer 6

process of conveying a message to others that requires 6 elements: a source, a message, a channel of communication, a receiver, and the process of encoding and decoding

Question 7

source

Answer 7

a company or person who has information to convey during the communication process

Question 8

message

Answer 8

consist of the information sent by a source to a receiver during the communication process

Question 9

receivers

Answer 9

consist of consumers who read, hear, or see the
message sent by a source during the communication
process.

Question 10

encoding

Answer 10

process of having the sender transform an
idea into a set of symbols during the communication
process.

Question 11

decoding

Answer 11

process of having the receiver take a set of
symbols, the message, and transform them back to an idea
during the communication process.

Question 12

response

Answer 12

in the feedback loop, is the impact the
message had on the receiver’s knowledge, attitudes, or
behaviors during the communication process.

Question 13

advertising

Answer 13

any paid form of nonpersonal
communication about an organization, product, service, or
idea by an identified sponsor.

Question 14

personal selling

Answer 14

consists of the two-way flow of
communication between a buyer and seller, often in a face-
to-face encounter, designed to influence a person’s, or
group’s purchase decision.

Question 15

sales promotion

Answer 15

a short-term inducement of value
offered to arouse interest in buying a product or service.

Question 16

direct marketing

Answer 16

a promotion alternative that uses
direct communication with consumers to generate a
response from consumers

Question 17

Introduction (a part of 4 stages of product life cycle)

Answer 17

inform customers about product

Question 18

growth (a part of 4 stages of product life cycle)

Answer 18

persuade to buy product

Question 19

maturity (a part of 4 stages of product life cycle)

Answer 19

maintain existing buyers

Question 20

decline (a part of 4 stages of product life cycle)

Answer 20

phase out from market