MKT 290 - Chapter 1

Question 1

What is the communication process in marketing that is used to create a favorable predisposition toward a brand of product or service?

Answer 1

Promotion

Question 2

What is the use of a wide range of promotional tools working together to create a widespread brand exposure?

Answer 2

Integrated Marketing Communication (IMC)

Question 3

What are the most prominent promotional tools?

Answer 3

Television/Radio/Magazines/Billboards (Mass Media)
Coupons/Discounts (Sales Promotions)
Point-of-purchase Advertising
Catalogs/Email/Infomercials (Direct Marketing)
Personal Selling
Internet Advertising
Social Media
Blogs
Podcasts

Question 4

What is a group of individuals who may receive and interpret promotional messages?

Answer 4

Audience

Question 5

In terms of audience categories, what are the most conspicuous audience in that most mass media advertising is directed at them?

Answer 5

Household Consumers

Question 6

In terms of audience categories, what are the most focus of advertising for firms that produce business and industrial goods and services, such as office equipment and data storage?

Answer 6

Members of Business Organization

Question 7

In terms of audience categories, what include retailers (like Best Buy), and are the target audience for producers of both household and business goods and services?

Answer 7

Members of a Trade Channel

Question 8

In terms of audience categories, what form a special target audience defined as doctors, lawyers, accountants, teachers, or any other professional group that has special training or certification?

Answer 8

Professionals

Question 9

In terms of audience categories, what constitute an audience in themselves due to the large dollar volume of buying that federal, state, and local governments do?

Answer 9

Government Officials & Employees

Question 10

What type of promotion reaches all geographic areas of one nation, and is the kind of promotion we see most often in the mass media in the U.S. market?

Answer 10

National Promotion

Question 11

What type of promotion is carried out by producers, wholesalers, distributors, and retailers that concentrate their efforts in a relatively large, but not national, geographic region?

Answer 11

Regional Promotion

Question 12

What type of promotion is directed to an audience in a single trading area, either a city or state?

Answer 12

Local Promotion

Question 13

What are the ways to support brand management?

Answer 13

1. Information & persuasion.
2. Intro of new brands/brand extensions.
3. Building/maintaining brand loyalty.
4. Creating an image and meaning for a brand.
5. Building/maintaining brand loyalty in the trade.

Question 14

In terms of positioning, what is the niche the brand will pursue relative to all the competitive brands on the market?

Answer 14

External Position

Question 15

In terms of positioning, what is the niche the brand will occupy with regard to the other similar brands within the firm?

Answer 15

Internal Position

Question 16

What is the economic impact of promotion?

Answer 16

Promotion impacts the economy by Gross Domestic Product, Business Cycles, Competition, Prices, and Value.