M9

Question 1

Is communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior.

Answer 1

PROMOTION

Question 2

involves direct spoken communication between sellers and potential customers

Answer 2

PERSONAL SELLING

Question 3

is communicating with large numbers of potential customers at the same time.

Answer 3

MASS SELLING

Question 4

is any unpaid form of non personal presentation of ideas, goods, or services

Answer 4

PUBLICITY

Question 5

is any paid form of non personal presentation of ideas, goods, or services by an identified sponsor. It includes the use of traditional media such as magazines, newspapers, radio and TV, signs, and direct mail as well as new media such as the Internet

Answer 5

ADVERTISING

Question 6

PROMOTION METHODS

Answer 6

• PERSONAL SELLING
• MASS SELLING
• SALES PROMOTION

Question 7

TYPES OF MASS SELLING

Answer 7

• ADVERTISING
• PUBLICITY

Question 8

refers to promotion activities other than advertising, publicity, and personal selling that stimulate interest, trial, or purchase by final customers or others in the channel.

Answer 8

SALES PROMOTION

Question 9

Aimed at consumers or users

Answer 9

SALES PROMOTION

Question 10

Aimed at wholesalers or retailers

Answer 10

SALES PROMOTION

Question 11

Aimed at company’s own sales force

Answer 11

SALES PROMOTION

Question 12

INTEGRATED MARKETING COMMUNICATIONS

Answer 12

• SALES MANAGERS
• ADVERTISING MANAGERS
• MARKETING MANAGERS
• SALES PROMOTION MANAGERS

Question 13

are concerned with managing personal sales.

Answer 13

SALES MANAGER

Question 14

is responsible for building good distribution channels and implementing Place policies

Answer 14

SALES MANAGER

Question 15

may also act as the marketing manager and be responsible for advertising and sales promotion

Answer 15

SALES MANAGER

Question 16

manage their company’s mass-selling effort in television, newspapers, magazines, and other media.

Answer 16

ADVERTISING MANAGER

Question 17

Their job is choosing the right media and developing the ads.

Answer 17

ADVERTISING MANAGER

Question 18

manage their company’s sales promotion effort.

Answer 18

SALES PROMOTION MANAGER

Question 19

has independent status and reports directly to the marketing manager

Answer 19

SALES PROMOTION MANAGER

Question 20

communication with noncustomers, including the press, labor, public interest groups, stockholders, and the government

Answer 20

PUBLIC RELATIONS

Question 21

may be in charge of a company’s social media (Facebook page, Twitter feed, LinkedIn page, etc.) and possibly its website.

Answer 21

SOCIAL MEDIA MANAGER

Question 22

must weigh the pros and cons of the various promotion methods and then devise an effective promotion blend fitting in the various departments and personalities and coordinating their efforts.

Answer 22

MARKETING MANAGER

Question 23

Effective blending of all of the firm’s promotion efforts should produce ____

Answer 23

INTEGRATED MARKETING COMMUNICATIONS

Question 24

the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message

Answer 24

INTEGRATED MARKETING COMMUNICATIONS

Question 25

TRADITIONAL COMMUNICATION PROCESS

Answer 25

- SOURCE - ENCODING - MESSAGE CHANNEL - NOISE - DECODING - RECEIVER - FEEDBACK

Question 26

means a source trying to reach a receiver with a message.

Answer 26

COMMUNICATION PROCESS

Question 27

The sender of a message is trying to deliver a message

Answer 27

SOURCE

Question 28

a potential customer. Customers evaluate the source of the message in terms of trustworthiness and credibility.

Answer 28

RECEIVER

Question 29

is any distraction that reduces the effectiveness of the communication process.

Answer 29

NOISE

Question 30

is the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver

Answer 30

ENCODING

Question 31

is the receiver translating the message. This process can be very tricky. The meanings of various words and symbols may differ depending on the attitudes and experiences of the two groups.

Answer 31

DECODING

Question 32

Is is complicated even more because the message is coming from a source through some message channel the carrier of the message.

Answer 32

COMMUNICATION PROCESS

Question 33

can use many message channels to deliver a message.

Answer 33

SOURCE

Question 34

The last element in the traditional communication process

Answer 34

FEEDBACK

Question 35

communication from the receiver back to the source.

Answer 35

FEEDBACK

Question 36

may take many different forms: a customer may simply have a different attitude, seek more information, visit a store, or purchase the product.

Answer 36

FEEDBACK

Question 37

SETTING THE PROMOTION BUDGET

Answer 37

- PERCENTAGE OF SALES - TASK METHOD

Question 38

The most common method of budgeting for promotion expenditures is to

Answer 38

COMPUTE PERCENTAGE OF SALES

Question 39

the most sensible approach to budgeting promotion expenditures is the

Answer 39

TASK METHOD

Question 40

most common approach main advantage is ease can lead to major problems, including cutbacks when more money is needed

Answer 40

BUDGET BASED ON PERCENT OF PAST OR EXPECTED SALES

Question 41

Basing the budget on the job to be done. It helps a marketing manager to set priorities so that the money spent on promotion produces specific and desired results.

Answer 41

TASK METHOD

Question 42

usually the sensible approach

Answer 42

TASK METHOD