Chapter 18 LearnsmartAssignment

Put the five stages that a prospective buyer goes through, known as the hierarchy of effects, in order from first to last.

- Awareness - Interest - Evaluation - Trial - Adoption

Match the five stages that a prospective buyer goes through, known as the hierarchy of effects, to their definitions. 1. Interest 2. Evaluation 3. Trial 4. Adoption

1. Awareness => The consumer's ability to recognize and remember the product of brand name. 2. Interest => An increase in the consumer's desire to learn about some of the features of the product or brand. 3. Evaluation => The consumer's appraisal of the product or brand on important attributes. 4.Trial => The consumer's actual first purchase and use of the product or brand. 5. Adoption => Through a favorable experience of the first trial, the consumer's repeated purchase and use of the product or brand.

Match the following desirable responses that result from direct marketing with the correct definition. 1. Direct orders 2. Lead generation 3. Traffic generation

1. Direct orders => Result from offers than contain all the information to make a decision and complete the transaction. 2. Lead generation => Results from an offer designed to generate interest in a protect and a request for more information. 3.Traffic generation => Results from an offer designed to motivate people to visit a business.

Match the promotional effort to the audience it is best suited to. 1. Mass media 2. personal selling 3. direct marketing

1. mass media: buyers of consumer products in which the number of buyers is potentially large 2. personal selling: buyers shopping in a retail store 3. direct marketing: used to encourage first-time or repeat purchases

Percentage of sales, competitive parity, and objective and task are three methods used to set a promotion ____________

Blank 1: budget

The ____________________ process requires six elements: a source, a message, a channel, a receiver, and the processes of encoding and decoding.

Blank 1: communication

The process by which the receiver takes a set of symbols and transforms them back to an idea is called ____________

Blank 1: decoding

The process by which the receiver takes a set of symbols and transforms them back to an idea is called _____________

Blank 1: decoding

Telephone solicitations, infomercials, catalogs, and e-mails can all be considered methods of ______________ marketing.

Blank 1: direct

In the communication process, the information sent by the source forms the ___________________ .

Blank 1: message

______ refers to the technical sophistication of a product and is one of the factors in choosing personal selling for a promotion. Multiple choice question. Complexity Risk Observability Ancillary service

Complexity

During which stage of the product life cycle is promotion least important? Multiple choice question. Maturity Introduction Growth Decline

Decline

Match the following promotional objectives with the corresponding stage of the product life cycle. 1. Introduction 2. Growth 3. Maturity 4. Decline

Introduction => To inform Growth => To persuade Maturity => To remind Decline => To phaseout

Select the two characteristics of advertising. Multiple select question. It typically has an immediate feedback loop. It contains a customized message. It is a paid form of communication. It is nonpersonal communication.

It is a paid form of communication. It is nonpersonal communication.

What is a particular challenge for the coordination of a consistent promotional effort? Multiple choice question. Some employees may resent attempts to be consistent since this stifles creativity. Promotional elements are often the responsibility of different departments. Sales promotions are only effective with consumers, not with intermediaries. Management does not like consistency because it does not represent maximum responsiveness to the market.

Promotional elements are often the responsibility of different departments.

______ is a nonpersonal, indirectly paid presentation of an organization, good, or service. Multiple choice question. Advertising Direct marketing Publicity Sales promotion

Publicity

In the communication process, how does encoding occur? Multiple choice question. The receiver generates the content. The channel creates the structure. The sender transforms the idea. The receiver applies the message.

The sender transforms the idea.

What two questions must be answered for the development of the promotional program? Multiple select question. Who is the target audience? When will the consumer purchase? When should the promotion be run? Who is the competition?

Who is the target audience? When should the promotion be run?

Personal selling to provide information and support after the sale and advertising in trade publications are common promotion elements when the purchaser is Blank______. Multiple choice question. the ultimate consumer a repeat buyer a first-time buyer a business buyer

a business buyer

Select three elements that are part of the communication process. Multiple select question. a receiver filtering decoding a relationship a channel

a receiver decoding a channel

The feedback loop consists of two elements—feedback and Blank______. Multiple choice question. a response a channel a source noise

a response

What is the definition of personal selling? Multiple choice question. a two-way flow of communication between buyer and seller designed to influence a purchasing decision a short term inducement of value offered to arouse interest in buying a product or service any paid form of mass communication about an organization, product, service, or idea by an identified sponsor a segmentation strategy based on the responsiveness of consumers to customer service interventions

a two-way flow of communication between buyer and seller designed to influence a purchasing decision

A manufacturer pays $274,000 to place a full-page, four-color ad in Time magazine about its new product. This is an example of Blank______. Multiple choice question. public relations personal selling sales promotion advertising

advertising

In the growth stage of the product life cycle, Blank______ is used as the primary promotional element in order to stress brand differences. Multiple choice question. publicity sales promotion advertising direct marketing

advertising

A tool used to evaluate a company's current processes and assets such as internal communication, key audiences, databases, advertising messages, and promotions expertise is known as a(n) Blank______. Multiple choice question. postpurchase analysis IMC audit pull strategy objective and task budget

an IMC audit

The success of an IMC program is measured through Blank______. Multiple choice question. a postpurchase analysis a field of experience an IMC audit an objective and task budget

an IMC audit

The promotional mix is a combination of Blank______ tools. Multiple choice question. analysis segmentation research communication

communication

In the Blank______ budgeting method of setting a promotion budget, the budget is set by matching the competitor's absolute level of spending or the proportion per point of market share. Multiple choice question. market share competitive parity all-you-can-afford percentage of sales

competitive parity

While considering your competition in promotional budgeting is important, use of Blank______ budgeting may not be effective if you have different promotional objectives that will be implemented with different expenditures. Multiple choice question. percentage of sales all-you-can-afford objective and task competitive parity

competitive parity

Which are challenges facing direct marketers in global markets today? (Select all that apply) Multiple select question. countries with less reliable and secure mail systems lack of credit and credit cards in different parts of the world countries with mandatory "opt-in" requirements dramatic growth in international mobile phone penetration

countries with less reliable and secure mail systems lack of credit and credit cards in different parts of the world countries with mandatory "opt-in" requirements

Which promotion activity typically requires the most creativity? Multiple choice question. setting the promotion budget scheduling the promotion selecting the right promotional tools designing the promotion

designing the promotion

When using the objective and task method to determine the promotion budget, marketers must take which two steps? Multiple select question. determine competitors' promotion objectives compare one's budget to competitors' budgets determine the promotion costs for performing tasks determine its promotion objectives

determine the promotion costs for performing tasks determine its promotion objectives

What are the three steps in the promotional decision process? Multiple choice question. developing, executing, and assessing the promotional program growing, maturing, and phasing out the product targeting, selling, and promoting to the ultimate consumer pushing, pulling, and transferring the product

developing, executing, and assessing the promotional program

Like personal selling, Blank______ often consists of interactive communication with a customizable message. Multiple choice question. public relations advertising direct marketing sales promotion

direct marketing

Select the responses sellers hope to create through its use of direct marketing tactics. (Select all that apply) Multiple select question. direct orders traffic generation lead generation competitor tactics

direct orders traffic generation lead generation

Promotion in the purchase stage is meant to Blank______. Multiple choice question. encourage demand generate brand loyalty induce a low-risk trial encourage repeat purchase

encourage demand

What allows the sender to determine whether the message was properly decoded and understood by the receiver? Multiple choice question. receiving loop noise channel of communication feedback

feedback

For a message to be communicated effectively, the sender and receiver must have a mutually shared Blank______, a similar understanding and knowledge they apply to the message. Multiple choice question. method of coding channel of communication field of experience feedback loop

field of experience

International marketing presents special challenges in communication, since the source and receiver may not have overlapping Blank______, due to differences in culture and language. Multiple choice question. feedback loops methods of coding fields of experience communication channels

fields of experience

What two issues must be considered when putting together a firm's promotional mix? Multiple select question. how to balance the use of different promotional tactics how to segment the market to better receive promotional communications how to make sure all elements of the marketing mix are featured in promotions how to coordinate a consistent promotional effort among various departments

how to balance the use of different promotional tactics how to coordinate a consistent promotional effort among various departments

The first step in developing a promotion program is to Blank______. Multiple choice question. develop the promotion schedule identify the target audience pretest the promotion set the promotion budget

identify the target audience

The primary promotional objective in the introduction stage of a product's life cycle is to Blank______. Multiple choice question. educate and develop a need remind and generate loyalty inform and generate awareness persuade and generate purchase

inform and generate awareness

Promotion in the prepurchase stage is meant to Blank______ and Blank______. (Select two answers) Multiple select question. inform the consumer induce a low-risk trial generate brand loyalty encourage repeat purchase

inform the consumer induce a low-risk trial

Successful promotion designs are often the result of Blank______. Multiple choice question. matching one's choices of promotional tools to a successful competitor insight regarding consumer's interest and purchasing behavior identifying a new promotional tool that has never been used in the industry spending more than in previous years

insight regarding consumer's interest and purchasing behavior

Within the communication process, decoding can best be described as Blank______. Multiple choice question. conversation integration interpretation interference

interpretation

Trial samples, news releases, personal selling to intermediaries, and advertising to drive awareness and interest would most likely be a promotional mix used during which stage of the product life cycle? Multiple choice question. maturity growth introduction decline

introduction

To the extent that time and money permit, the target audience for the promotion program should Blank______. Multiple choice question. be the segment that is easiest to reach with the industry's preferred forms of promotion be the group that uses the most media, both in type and in quantity be identical to the audience for a competitor's promotion match the target market for the firm's product

match the target market for the firm's product

When a cell phone provider features a new product in its advertising, the description for the new phone would best be called the Blank______. Multiple choice question. channel message feedback source

message

The push strategy and the pull strategy assist the manufacturer in Blank______. Multiple choice question. improving a product's points of difference establishing partnerships with suppliers obtaining lower advertising rates moving a product through the channel of distribution

moving a product through the channel of distribution

Competing messages, lack of clarity in a message, or even printing mistakes can create problems that prevent effective communication, so they are called Blank______. Multiple choice question. noise clutter filters feedback

noise

The extraneous factors that can work against effective communication by distorting a message or the feedback received is referred to as Blank______. Multiple choice question. feedback noise commotion filtering

noise

The best approach to promotion budgeting is Blank______, though it requires careful judgment. Multiple choice question. competitive parity objective and task percentage of sales all you can afford

objective and task

In the percentage of sales method of promotion budgeting, funds are allocated to promotion as a percentage of Blank______. Multiple choice question. ideal or actual sales past or anticipated sales sales at full price or markdown prices industry or firm sales

past or anticipated sales

The Blank______ method for promotion budgeting is a simple approach, but may not correctly allocate funds that may be necessary when a product faces an actual or anticipated downturn. Multiple choice question. percentage of sales all-you-can-afford competitive parity objective and task

percentage of sales

Higher levels of complexity, risk, and ancillary services for a product will result in the use of more Blank______ in the promotional mix. Multiple choice question. advertising public relations personal selling direct marketing

personal selling

Which promotional element refers to a two-way flow of communication between a buyer and a seller, designed to influence the buyer's purchase decision? Multiple choice question. advertising personal selling sales promotion public relations

personal selling

What two tactics would most likely be used by a firm when its product is in the growth stage of the product life cycle? Multiple select question. personal selling that solidifies the channel of distribution advertising that stresses brand differences publicity based on the novelty of the product sales promotion to induce trial

personal selling that solidifies the channel of distribution advertising that stresses brand differences

At the purchase stage of the buying decision, the importance of Blank______ is highest, whereas the impact of Blank______ is lowest. Multiple choice question. direct marketing; personal selling personal selling; advertising sales promotion; public relations advertising; sales promotion

personal selling; advertising

What ethical concern is most likely to be an issue for the direct marketer? Multiple choice question. anti-competitive practices deceptive pricing false claims privacy

privacy

Advertising, personal selling, and public relations are part of the Blank______ element of the marketing mix. Multiple choice question. promotion product place price

promotion

Advertising, personal selling, and public relations are part of the Blank______ element of the marketing mix. Multiple choice question. promotion product price place

promotion

The order in which each promotional tool is introduced and the frequency of its use during the campaign is set by a Blank______ schedule. Multiple choice question. promotion push marketing pull

promotion

Advertising, personal selling, public relations, sales promotion, and direct marketing are the five elements of the Blank______. Multiple choice question. promotional mix marketing plan distribution plan sales mix

promotional mix

Publicity, lobbying efforts, and press conferences are some of the tools used in Blank______. Multiple choice question. personal selling public relations advertising sales promotion

public relations

Which promotional element is a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers and others about a company and its products, using tools like special events, lobbying, and press conferences? Multiple choice question. personal selling public relations advertising sales promotion

public relations

What are three elements of the promotional mix? Multiple select question. public relations direct marketing personal selling distributor relationships marketing research

public relations direct marketing personal selling

News stories, editorials, and announcements about organizations, goods, and services are examples of Blank______. Multiple choice question. advertising publicity direct marketing sales promotion

publicity

Salespeople calling on wholesalers to encourage orders and providing sales assistance are typical of a(n) Blank______ strategy. Multiple choice question. pull indirect direct push

push

When the manufacturer directs the promotional mix at its channel members to gain their cooperation in ordering and stocking the product, it is known as a(n) Blank______ strategy. Multiple choice question. push direct indirect pull

push

The two channel strategies used by a manufacturer to assist in moving a product through the channel of distribution are the Blank______ strategies. Multiple choice question. growth and decline consumer and business push and pull direct and indirect

push and pull

The primary promotional objective in the maturity stage of a product's life cycle is to Blank______. Multiple choice question. inform and generate awareness remind and generate loyalty persuade and generate purchase educate and develop a need

remind and generate loyalty

Free samples, rebates, sweepstakes, and contests are all examples of which promotional element? Multiple choice question. direct marketing public relations advertising sales promotion

sales promotion

Which promotional element is a short-term inducement of value offered to arouse interest in buying a good or service? Multiple choice question. public relations sales promotion advertising personal selling

sales promotion

Which promotion tactic would most likely be used by a firm when its product is in the maturity stage of the product life cycle? Multiple choice question. sales promotion to maintain loyalty advertising that stresses brand differences personal selling to gain distribution publicity based on the novelty of the product

sales promotion to maintain loyalty

What two elements are likely to be used in promotion during the prepurchase stage of the consumer buying decision? Multiple select question. samples that provide a low-risk trial advertising that informs the buyer of the existence of the product and the seller direct marketing to attract repeat purchasers personal selling to introduce a product to an unaware potential customer

samples that provide a low-risk trial advertising that informs the buyer of the existence of the product and the seller

Which activity takes place once the design of the promotional program is complete? Multiple choice question. execute the promotion set the promotion schedule generate promotion ideas set the promotion budget

set the promotion schedule

Percentage of sales and competitive parity are two methods of Blank______. Multiple choice question. employing a push strategy. assessing the effectiveness of one's promotion program. setting a promotional budget. achieving growth through direct marketing.

setting a promotional budget.

If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the Blank______ in the communication process. Multiple choice question. source channel field of experience receiver

source

In the marketing communication process, the Blank______ refers to the company or person who has information to convey. Multiple choice question. receiver transmitter channel source

source

Within the communication process, encoding could best be described as Blank______. Multiple choice question. disguising content meant for another party interpreting ideas for another party filtering out the noise to hear the message transforming ideas into symbols

transforming ideas into symbols