Marketing Final

Question 1

Five promotion mix tools

Answer 1

1. advertising
2. Sales promotion
3. Personal selling
4. Public relations
5. Direct and digital marketing

Question 2

Advertising

Answer 2

Use of paid media by a seller to inform, persuade, and remind buyers about its products or its organization

Question 3

Sales promotion

Answer 3

Short-term incentives to encourage the purchase or sale of a product or service

Question 4

Personal selling

Answer 4

Company’s sales force engaging customers and building customer relationships to create and communicate customer value (salespeople)

Question 5

Public relations

Answer 5

involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

Question 6

Direct and digital marketing

Answer 6

engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships

Question 7

Integrated Marketing Communications (IMC)

Answer 7

carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products

Question 8

Major advertising decisions

Answer 8

1. objectives setting (communication and sales objectives)
2. budget decisions (affordable approach, percentage of sales, competitive parity, objective and task)
3. message decisions (strategy and execution) and media decisions (reach/frequency/impact, types of media, timing)
4. advertising evaluation (communication impact, sales and profit impact, return on advertising)

Question 9

Advertising objectives

Answer 9

inform, persuade, remind

Question 10

Advertising objectives and the PLC

Answer 10

Introduction: to inform, Growth: to persuade, Maturity: To remind, Decline: none

Question 11

Advertising goals

Answer 11

reach and frequency

Question 12

Reach

Answer 12

percentage of people exposed to ad, indication of the breadth of a media schedule

Question 13

Frequency

Answer 13

of times a person is exposed to the ad, measure of the depth of the media plan

of times a person is exposed to the ad, measure of the depth of the media plan

Question 14

Three Forms of Digital Marketing

Answer 14

online, social media, mobile

Question 15

Online marketing

Answer 15

Marketing via the Internet using company Web sites, online ads and promotions, e-mail, online video, and blogs

Question 16

Social media marketing

Answer 16

independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content

Question 17

Mobile Marketing

Answer 17

marketing messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices

Question 18

Traditional direct marketing

Answer 18

face-to-face selling, direct-mail marketing, catalog marketing, telemarketing, direct-response TV marketing (direct-response TV advertising and interactive), kiosk marketing (EX: Farmer’s Fridge)

Question 19

Sustainable marketing

Answer 19

socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs

Question 20

Marketing’s impact on individual consumers

Answer 20

1. High Prices
2. Deceptive Practices
3. High-Pressure Selling
4. Shoddy, Harmful, or Unsafe Products
5. Planned (or perceived) Obsolescence
6. Poor Service to disadvantaged consumers

Question 21

Marketing’s impact on society as a whole

Answer 21

1. false wants and too much materialism
2. Too few social goods
3. Cultural pollution

Question 22

Five sustainable marketing principles

Answer 22

1. Consumer-oriented marketing
2. Customer value marketing
3. Innovative marketing
4. Sense-of-mission marketing
5. Societal marketing

Question 23

Consumer-oriented marketing

Answer 23

a company should view and organize its marketing activities from the consumer’s point of view

Question 24

Customer value marketing

Answer 24

a company should put most of its resources into customer value-building marketing investments (by creating value for consumers, the company can capture value from consumers in return)

Question 25

Innovative marketing

Answer 25

a company should continuously seek real product and marketing improvements

Question 26

Sense-of-mission marketing

Answer 26

a company should define its mission in broad social terms rather than narrow product terms (We do “X” for our customers)

Question 27

Societal marketing

Answer 27

a company should make marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests

Question 28

AMA Code of Ethics

Answer 28

1. Do no harm
2. Foster trust in the marketing system
3. Embrace ethical values (honesty, responsibility, fairness, respect, transparency, citizenship)

Question 29

Sustainable Marketing Matrix

Question 30

Major advertising decisions

Answer 30

Objectives setting, budget decisions, message decisions and media decisions, advertising evaluation

Question 31

AMA Code of Ethics Ethical Values

Answer 31

honesty, responsibility, fairness, respect, transparency, citizenship