mktg ch.16
Aaron is in charge of advertising for his company and he has designed a magazine ad to promote one of his company's new products. When he shares the ad with his manager, the manager tells him that the ad has too much visual information. The manager is concerned with the _____ of the receiver.
CHANNEL CAPACITY The manager is concerned with the receiver's channel capacity. Channel capacity is the limit on the volume of information a communication channel can handle effectively. In this case, Adam's manager thought that the magazine ad could not effectively handle all the information in the ad.
If a pull policy is used in promoting a product, the producer promotes the product only to the next marketing institution down the channel.
FALSE A pull policy promotes directly to consumers to develop strong consumer demand for its products.
Product placement is illegal in all countries outside of the United States.
FALSE Product placement is not limited to U.S. television shows. The European Parliament approved limited use of product placement, albeit only during certain types of programs and only if consumers were informed at the beginning of the segment that companies had paid to have their products displayed.
You are the marketing manager for a soft drink manufacturer. You recommend that the company should try to get the actors and actresses in television shows to drink its products. What type of promotion activity are you suggesting with your idea?
PRODUCT PLACEMENT Having characters in shows consuming the company's drinks is an example of product placement. Product placement is the strategic location of products or product promotions within entertainment media content to reach the product's target market.
Which of the following is the best example of the promotional objective of combating competitive promotional efforts?
When McDonald's advertises that it has the best fries based on the number of fries sold, Burger King advertises it has the best fries based on taste tests. Combating competitive promotional efforts is a response to the activities by another company to not necessarily increase sales or market share, but to prevent a loss in sales. Burger King's response to McDonald's claim about French fries is an example of combating competitive promotional efforts. Additional
You are leading a meeting of your marketing team where you are deciding on the promotion mix for your flagship product. You are working your way through the various factors that should be considered when determining an appropriate promotion mix. You are currently focused on the characteristics of your target market. Because of the nature of your product, your target market represents millions of potential customers. Which of the following best describes the appropriate promotion mix for your product?
Your promotion mix should emphasize advertising and sales promotion. Correct. When a product's market consists of millions of customers, organizations rely on advertising and sales promotion, because these methods reach masses of people at a low cost per person.
Paula is working on a promotional program for her company's line of designer dog collars. Her company needs to promote the dog collars to pet owners, so she is likely to use _____ because it reaches a vast number of people at a low cost per person.
advertising Paula is likely to use advertising, which allows the company to reach the target market through mass media. One advantage of advertising is that it comes at a low cost per person reached.
One of the problems associated with _____ is that it is often difficult to measure its effect on sales.
advertising One of the problems associated with advertising is that it is often difficult to measure its effect on sales, especially compared to personal selling.
Leo is working on finalizing the promotion plan for his company's line of air fresheners. They plan on using a nonpersonal communication method that will use a mass medium for transmission to the target audience. Leo's company is using _____ as its promotion method.
advertising They are using advertising for promotion. Advertising is a paid nonpersonal communication transmitted to a target audience through mass media.
Generally, companies whose customers are numerous and geographically dispersed will find promotion mixes featuring _____ to be more practical.
advertising When a product's customers are numerous and dispersed, regional or national advertising may be more practical for the marketing mix.
Kellogg's uses a promotional program that incorporates both pull and push policies. Kellogg's will most likely use _____ for the push policy and _____ for the pull policy.
an allowance to retailers for promoting the cereals; advertisements to the customer . A push policy is promoting a product only to the next institution down the marketing channel. An example would be an allowance to retailers for promoting the cereals. A pull policy is promoting directly to consumers to develop strong consumer demand that pulls products through the marketing channel. An example would be advertisements directed at consumers.
In its commercials, the mattress company Sealy focuses on the comfort and quality of its brand of mattress. This advertisement is best described as being designed to
build selective demand This advertisement is designed to increase demand for the Sealy brand of mattress. This is an example of building selective demand, which is defined as demand for a specific brand.
Target gives a portion of its profits to local organizations. This is an example of
cause-related marketing This is an example of cause-related marketing. Cause-related marketing links the purchase of products to philanthropic efforts for one or more causes supported by its target market. This can help marketers boost sales, increase loyalty, and generate goodwill.
Mary is currently working on updating her company's website, incorporating signs and symbols that will help represent the ideas that the company is trying to express. Mary is most likely working on the _____ for the website.
coding process Mary is working on the coding process. The coding process is converting meaning into a series of signs or symbols.
In order to increase sales of its fishing poles, Corinthian Fishing Supplies launched a social media campaign. After the campaign ended, Corinthian learned through marketing research that most of its target market is not active on social media and instead visit fishing websites. The promotion program suffered from an error in the selection of
communication channel The promotion program had the wrong communication channel. A communication channel is the medium of transmission that carries the coded message from the source to the receiver. In this case, ads on fishing websites would be a better communication channel than social media.
A minor league baseball team communicates to its target market by advertising on local television and radio stations, in local newspapers, on its own website, through postings on social media, and on banner ads. These vehicles through which the baseball team transmits its coded messages to potential customers are called
communication channels These are examples of communication channels. A communication channel is the medium of transmission that carries the coded message from the source to the receiver.
The Internet, mobile apps, and billboards are all considered
communication channels A communication channel is the medium of transmission that carries the coded message from the source to the receiver. Transmission media include printed words, broadcast media, and digital communications.
A commercial for a piece of exercise equipment says that customers can become fit like the models in the commercial if they use the equipment but does not disclose that the models were already in shape before using the equipment. This could be considered _____ advertising.
deceptive Many industries, such as the exercise equipment industry, suffer from claims of deceptive advertising if they make claims that do not have enough evidence to support the claim. In this case, the claim of looking like the model is not supported because the models were in shape before using the equipment.
As Lynn is working on writing the text that will be incorporated into a new magazine ad for her company's line of handbags, she is engaging in the _____ stage of the communication process.
encoding Lynn is engaging in the encoding stage of the communication process. Encoding (or the coding process) is the process of converting meaning into a series of signs or symbols.
In the ____, concepts and ideas are converted into signs or symbols by the source.
encoding process Concepts and ideas are converted into signs or symbols by the source during the encoding process.
Various food products for sale at Costco are offered as small portions for consumers to taste while shopping in the store. These efforts have a primary promotional objective of
encouraging product trial The small portions that are offered as samples to potential consumers at Costco are designed to encourage product trial. In addition to free samples, marketers can offer coupons, test drives, limited free-use offers, contests, and games to encourage product trial.
When Birds Eye introduced its Steamfresh line of microwaveable frozen vegetables, it likely gave incentives to grocery stores to purchase the product. This effort was primarily designed to
facilitate reseller support This promotion is designed to facilitate reseller support. Producers want to support resellers to assist in selling the product and expect resellers to support their products. Advertising and offering incentives are ways to facilitate reseller support.
During a television commercial, the announcer reads a toll-free telephone number that viewers can call to order the product. The announcer has included the phone number to facilitate _____ for this communication
feedback This is an attempt to facilitate feedback. Feedback is the receiver's response to the message. By including the phone number, the company is making it easier for consumers to respond.
Which of the following is not one of the disadvantages of using advertising as a promotion method?
high cost per person reached
Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at ____________.
identifying prospects Although the infomercials might prompt consumers to seek out more information with the free video, the primary purpose is for Bowflex to identify potential customers.
A car dealership airs a television ad in which it tells customers to visit their website to sign up for special offers. This ad has the primary objective of
identifying prospects The dealership is identifying customers who are likely potential buyers by asking for their personal information in exchange for further information about the cars. This is primarily done to identify prospects.
A contractor who specializes in upgrading kitchens has a table set up at the county fair where he offers people a free estimate in exchange for their contact information. This promotional effort is directed at
identifying prospects The kitchen contractor is identifying customers who are likely potential buyers. The potential buyers share their personal information in exchange for something from the company. This is primarily done to identify prospects.
Promotions can lead to increased prices
if they do not stimulate demand Promotion is criticized for raising prices, but promotion can lower prices. If promotion stimulates demand, the business should be able to produce and market products in larger quantities, reducing per-unit costs, and lowering prices. When promotion does not stimulate demand, the price of the promoted product increases because promotion costs must be added to other costs.
Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby's for a roast beef feast, but is told that the special offer is not available at that location. Arby's seems to lack ___________.
integrated marketing communications
In an effort to practice _____, Gammons International is hiring an external marketing company to handle its marketing efforts. These efforts will include advertising, public relations, and sales promotions.
integrated marketing communications Correct. Integrated marketing communication is the coordination of promotion and other marketing efforts for maximum informational and persuasive impact on customers. This coordination of efforts covers a variety of marketing activities, including advertising, public relations, and sales promotion.
Sam is meeting with a purchasing agent about an order for his company's forklifts. As he is describing the features of the newest version, the purchasing agent nods her head to signal that she understands the features. Sam does not notice the ____ communication the purchasing agent is sending and goes into more detail about the new features.
kinesic Kinesic communication is communicating through the movement of the head, eyes, arms, hands, legs, or torso. In this case, the nodding of the head is kinesic communication that Sam has missed.
Carlos is listening to the radio while driving with his kids in the back seat. During the commercial break, one of the children repeatedly asks Carlos if they have arrived at their destination. The child's questions would be considered _____ in the communication process.
noise This is an example of noise. Noise is anything that reduces a communication's clarity and accuracy. When Carlos was distracted from the commercial, this meant he paid less attention to the commercial and its clarity and accuracy was most likely reduced.
Proxemic communication is an element of which form of promotion method?
personal selling Proxemic communication is communicating by varying the physical distance in face-to-face interactions. Along with kinesic communication and tactile communication, it is an element of personal selling.
The use of a push policy may require heavy expenditures for
personal selling A push policy is when a company promotes its product only to the next institution down the marketing channel. Personal selling is normally the focus of a push policy.
Word-of-mouth communications are most effective for _______________ products.
personal services Word-of-mouth communication is very important when people are selecting restaurants and entertainment along with automotive, medical, legal, banking, and personal services like hair care.
Rob is working on the promotional plan for a new bicycle helmet that has added technology to sense when a bicycler has fallen and has a head injury. The technology then releases an audible signal that will help others know that there is an injury that needs treatment. This is considered to be a new product that is in the introduction stage of the product life cycle. Which type of promotion should Rob focus on?
pioneer Consumers do not know much about the new bicycle helmet. They need to be informed, not reminded.
When flat-screen televisions were first introduced, manufacturers tried to increase customer awareness of the new product by using _____ to build _____
pioneer promotion; primary demand Companies used pioneer promotion to build primary demand. Primary demand is demand for a product category rather than a specific brand. Pioneer promotion is promotion that informs consumers about a new product.
The strategic location of products or product promotions within entertainment media content to reach the product's target market.
placement Product placement is the strategic location of products or product promotions within entertainment media content to reach the product's target market.
Government officials and consumer groups suggest products that ______ should not be promoted.
potentially have harmful effects Some critics of promotion, including consumer groups and government officials, suggest that certain harmful products should not be promoted at all. Primary targets are products associated with violence and other possibly unhealthy activities such as handguns, alcohol, and tobacco
The National Cattlemen's Beef Association tries to generate _____ by airing advertisements with the slogan "Beef: It's What's for Dinner."
primary demand The slogan is an attempt to generate primary demand. Primary demand is demand for a product category rather than to a specific brand.
In many television shows and movies, you will see characters using Apple computers and laptops during the show. This promotion strategy is called _________.
product placement
What is the primary motivation when a retailer such as Home Depot offers a discount on lawn mowers in September and October?
reduce sales fluctuations . This is designed to reduce sales fluctuations. This is done by offering promotions during slow sales periods, such as offering sales on lawn mowers during September and October.
ValueCut has a Haircut Club that gives customers their eighth haircut for free after they have bought seven at regular price. The primary objective of this type of program is
retaining loyal customers This promotion is designed to retain loyal customers. This program rewards loyal customers and gives them an incentive to remain loyal.
When sales representatives for Owens Corning meet potential customers, they offer stuffed pink panthers to promote their insulation. This example illustrates Owens Corning's use of which of the following elements of the promotion mix?
sales promotions This is an example of a sales promotion. Sales promotion is an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers.
Each year, Doritos holds a contest for customers to create a commercial. The winning commercial, as decided by internet voters, airs during the Super Bowl. This contest is an example of Doritos using _____ for its promotion strategy.
sales promotions The Doritos contest is an example of a sales promotion. Sales promotion is an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers.
Valpak is a company that mails out packets of coupons to consumers. These coupons mostly include discounts for local and regional businesses. Valpak is helping these companies with their
sales promotions The coupons that Valpak mails are an example of a sales promotion. Sales promotion is an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers.
When a soft drink manufacturer offers digital coupons that customers can use in retail stores, it is using
sales promotions This is an example of a sales promotion. Sales promotion is an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers.
When Lean Cuisine promotes the quality, taste, and calorie contents of its line of frozen meals, it is attempting to develop
selective demand Lean Cuisine is developing demand for its specific brand of food. When a company does this, it is developing selective demand.
In the McDonald's advertisements that state, "I'm lovin' it," McDonald's is the communication
source McDonald's is the source. A source is a person, group, or organization with a meaning it tries to share with a receiver or an audience.
Gordon is driving on the highway and sees a billboard for a local auto dealership. On the billboard he sees pictures of three of the dealership's cars and an announcement of a current promotion. In this situation, the auto dealership is a _____, which is one who _____.
source; encodes The auto dealership is the message source and the source encodes the message. A source is a person, group, or organization with a meaning it tries to share with a receiver or an audience.
When a salesperson shakes a potential customer's hand, she is using
tactile communication Tactile communication is communication through touching. It includes actions such as handshaking.
Ashley is currently working on a video to introduce a new line of athletic wear for women. She is using signs and symbols to represent the concept and meaning of the new athletic wear. Ashley is most likely working on the ____ for this promotional video.
the coding process
All of the following are reasons a company would likely emphasize personal selling in its promotion mix except
the company's products are seasonal in nature All of these are reasons a company would emphasize personal selling except for when a company's products are seasonal. Off-season sales generally do not support an extensive year-round sales force. Companies with a limited promotion budget emphasize personal selling because it is easier to measure a salesperson's contribution to sales than to measure the sales effectiveness of advertising. the company's promotion budget is extremely limited the size of the product's target market is limited the company's customers are concentrated in a small area the company's products are marketed through only a few wholesalers
Consumers are increasingly going online for information and opinions about goods and services as well as about companies. Research has shown that _____ is the most important attribute about a ratings website.
the site's credibility Research has found that credibility is the most important attribute of a ratings website.
One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect our everyday lives. True
true Promotion does have flaws, and it is a highly visible business activity that pervades our daily lives
If a manufacturer decides to use a pull policy to promote its products, it is likely to focus its efforts on
ultimate consumers A pull policy is promoting a product directly to consumers to develop strong consumer demand that pulls products through marketing channels.
Kristen received an e-mail from a friend that linked to a video of a funny commercial made by Old Spice. Kristen thought it was so funny that she shared the video on her Facebook page and on Twitter so that all of her friends and followers could see the video as well. This is an example of
viral marketing This is an example of viral marketing, which is a strategy to get consumers to share a marketer's message in a way that spreads dramatically and quickly. The message is often through e-mail or online video.
Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer. This is known as ____________.
viral marketing Viral marketing is a strategy to get consumers to share a marketer's message, often through e-mail or online video, in a way that spreads dramatically and quickly. Andrea's sister-in-law is using the Internet to quickly spread the recommendation.
Kmart's "Ship My Pants" online commercial was shared by thousands of people through social media and watched millions of times on YouTube. This is an example of
viral marketing This is an example of viral marketing, which is a strategy to get consumers to share a marketer's message, often through e-mail or online videos, in a way that spreads dramatically and quickly.
Which of the following is a strategy to get consumers to share a marketer's message in a way that spreads dramatically and quickly?
viral marketing Viral marketing is a strategy to get consumers to share a marketer's message in a way that spreads dramatically and quickly. The message is often through e-mail or online video.
If Honda gives one of its new motorcycles to a popular blogger so that the blogger would share information on the blog, this is best described as an example of
word-of-mouth communication This is an example of electronic word-of-mouth communication. Word-of-mouth communication is the informal personal exchange of communication that customers share with one another about products, brands, and companies. Blogs play an essential role in propagating electronic word of mouth.
Viral marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event.
FALSE Buzz marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event.
Encoding is the process by which a receiver takes the coded message received from the source and converts it into ideas and concepts.
FALSE Encoding occurs when the source must convert the meaning into a series of signs or symbols representing ideas or concepts.
While the specific communication vehicles employed in promotion have not changed, the fundamental role of promotion is changing.
FALSE The specific communication vehicles employed and the precision with which they are used are changing as both information technology and customer interests become increasingly dynamic.
The use of advertising to create awareness for a product is most likely to occur in which stage of the product life cycle?
INTRODUCTION
You are meeting with the head of a consumer advocacy group that claims your firm's promotion activities are causing food prices to rise. Naturally, you disagree with this claim, and you are meeting with this individual to make your case. Which of the following statements would be a strong defense against this advocacy group's claim?
Promotion can help keep prices lower by facilitating price competition.
The Colorado Tourism Office advertises that people can visit Colorado ski slopes and mountains for hiking, ziplining, and horseback riding during the summertime in an effort to
REDUCE SALES FLUCTUATIONS This is designed to reduce sales fluctuations. This is done by offering promotions during slow sales periods, such as advertising summer activities for ski resorts.
If an auto manufacturer creates an ad showing that the people in the car can feel secure in case of an accident, it is attempting to influence the customer's _____ need.
SAFETY This ad focuses on a customer's need for safety based on Maslow's hierarchy of needs. This is because it is showing how safe passengers will be inside the automobile.
Firms that link the purchase of their product to philanthropic efforts practice cause-related marketing.
TRUE Cause-related marketing links the purchase of products to philanthropic efforts for one or more causes.
Which of the following is a major goal of integrated marketing communications?
To send a consistent message to consumers. A major goal of integrated marketing communications is to send a consistent message to consumers across communication channels.
Which of the following is the best example of noise that originates with the receiver in the communication process?
Tony checks his e-mail when the television commercial break begins. This is an example of noise, but it does not originate with the receiver. When Tony checks his e-mail, he is the one that is originating the noise in the situation.
A promotion mix is a blend of four possible ingredients, which are advertising, personal selling, public relations, and sales promotion.
True The promotion mix consists of advertising, personal selling, public relations, and sales promotion.
Tombstone Pizza is planning on starting a new online advertising campaign to reach consumers where they will develop banner ads and increase their social media presence. They also plan on increasing their spending on personal selling with its wholesalers. Tombstone is using _____ with the online campaign and _____ with the increase in personal selling.
a pull policy; a push policy The online advertising campaign is an example of a pull policy directed at consumers. The increased personal selling directed at their wholesalers is an example of a push policy.
Ralph Lauren is planning a promotion where it will showcase all of its clothing lines to buyers at retail stores. It also plans to develop a direct marketing campaign that will use social media to introduce its new seasonal styles. Ralph Lauren is using ___ with the retail showcase and ___ with the social media campaign.
a push policy; a pull policy. A pull policy promotes directly to consumers to develop strong consumer demand for its products. The first promotion is targeted toward buyers at retail chains (the next institution down the marketing channel) and not end consumers. In a push policy, the producer promotes the product only to the next institution down the marketing channel. The social media campaign is not targeted toward the next institution down the marketing channel, but to end consumers.
Promotions help consumers because they
allow customers to make more intelligent buying decisions Promotions inform consumers about product uses, features, advantages, prices, and locations where they can buy the product. Thus, consumers gain more knowledge about available products and can make more intelligent buying decisions.
ClearView Windows sends out postcards containing an advertisement and a coupon to potential residential customers. This is part of the _____ component of the communication process.
communication channel This is an example of a communication channel. A communication channel is the medium of transmission that carries the coded message from the source to the receiver.
If Lay's introduces a new line extension of its famous potato chips, it is likely going to engage in promotions that focus on _____ in order to have customers start the product adoption process.
creating awareness Lay's would engage in promotions to create awareness. For an organization that is introducing a new product or a line extension, making customers aware of the product is crucial to initiating the product adoption process.
If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion __________
encourages materialism Spending too much is not a criticism of promotion mentioned in this chapter, although it might be an aspect of materialism.
When Kroger mails out a circular that advertises its upcoming sales, the cost of the circular is partially paid for by manufacturers that are included in the advertisements. The manufacturers are helping pay for the advertising expenses as a way to
facilitate reseller support This promotion is designed to facilitate reseller support. Producers want to support resellers to assist in selling the product and expect resellers to support their products. Cooperative advertising is one way to facilitate reseller support.
Effective management of integrated marketing communications is based upon ___________.
information about customers
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines
integrated marketing communications Integrated marketing communication is the coordination of promotion and other marketing efforts for maximum informational and persuasive impact.
An advertisement is more likely to be unintentionally deceptive if it
is directed at children Some promotions are unintentionally deceiving. When advertising to children, it is easy to mislead them because they are more naïve than adults and less able to separate fantasy from reality.
As they walk to the car, Erin tells her sales representative, Joachin, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ____ communication to Joachin.
kinesic
While watching a television commercial, Chloe receives a text message from her friend and responds immediately. This is an example of _____ in the communication process.
noise This is an example of noise. Noise is anything that reduces a communication's clarity and accuracy. When Chloe was distracted from the commercial, this meant she paid less attention to the commercial and its clarity and accuracy was most likely reduced.
Tiffany is planning a promotion plan for Owens Corning, which manufactures fiberglass insulation. Her company is trying to promote the insulation to home builders to use in the building of new residential homes. She is most likely to recommend _____ because it allows marketers to adjust their message to improve communication. One downside is that it costs _____ than advertising to reach one customer.
personal selling; more . Tiffany is likely to recommend personal selling, which allows the company to adjust the message to each individual home builder as needed. One disadvantage of personal selling is that it comes at a high cost per person reached.
Michael is planning a promotional program for AirFam. AirFam is a supplier of new energy-saving engines used to produce air conditioners. His company needs to promote these engines to manufacturers of air conditioners, so he is most likely to use ___, because it provides immediate feedback. The disadvantage is that it is _____ than advertising to reach one customer.
personal selling; more costly
Tony is on the marketing team for a new line of self-heating soups designed for mountain climbers. The soups come in a convenient pouch that hooks on to a mountain climber's gear and collapses for easy storage when empty. The product is considered a new product in the introductory stage of the product life cycle. What type of promotion should the marketing team focus on?
pioneer The marketing team should use pioneer promotion, which is promotion that informs consumers about a new product.
When tablet computers were first introduced to the market, which of the following would have been the logical choice for promotion?
pioneer promotion The logical choice would be to use pioneer promotion, which is promotion that informs consumers about a new product.
Suppose that Samsung has decided to contract with the producers of The Avengers to have characters in the movie exclusively use Samsung tablets and smartphones. This would best be an example of
product placement Having characters in The Avengers use Samsung products is an example of product placement. Product placement is the strategic location of products or product promotions within entertainment media content to reach the product's target market.
In episodes of American Idol, the judges drink out of cups featuring the Coca-Cola logo. The promotion strategy being used by Coca-Cola.
product placement This is an example of product placement. Product placement is the strategic location of products or product promotions within entertainment media content to reach the product's target market.
For her sixteenth birthday, Josie has asked her parents for a new handbag from Coach. She insists that she must have a Coach bag, which has a high price and recognizable brand name. This insistence on the Coach brand supports the criticism of promotion that
promotion encourages materialism
While in a sales meeting, Andre notices that the customer he is speaking to takes a step backward during the conversation. Feeling that the customer is disinterested in his sales pitch, Andre changes his approach to make the conversation more interesting to the customer. Andre is paying attention to ____ communication from the customer.
proxemic Proxemic communication is communicating by varying the physical distance in face-to-face interactions. The customer has taken a step back because of disinterest in the conversation, which is a proxemics communication signal. Andre notices this and changes his sales pitch.
Apple regularly holds events where the company CEO announces the latest products in front of a large group of stakeholders. This type of event is best categorized under which of the following types of promotion?
public relations Public relations is used by companies when there is a need to communicate with stakeholders such as suppliers, employees, stockholders, the media, potential investors, government officials, and society in general. The Apple events are a way that the company can communicate with these stakeholders.
Kohler, a manufacturer of bathroom fixtures such as sinks and toilets, has uploaded several videos to YouTube that help demonstrate how to install their fixtures. These videos are best categorized under which of the following types of promotion?
public relations Public relations is used by companies when there is a need to communicate with stakeholders. Companies are increasingly going directly to consumers with their public relations messages, bypassing traditional media in favor of new media types.
When a company is trying to communicate with its suppliers, employees, stockholders, the media, potential investors, government officials, and society in general, it is important to use
public relations Public relations is used by companies when there is a need to communicate with suppliers, employees, stockholders, the media, potential investors, government officials, and society in general.
When Glade introduced its Wax Melts line of air fresheners, if it offered coupons available in the newspaper that consumers would then take to their favorite stores, this would be an example of a _____ policy.
pull This is an example of a pull policy, which involves promoting a product directly to consumers to develop strong consumer demand that pulls the product through the marketing channel. Coupons are type of sales promotion used in a pull policy.
Jack is watching television when an infomercial for a vacuum cleaner begins. As he watches the infomercial, he sees the power of the vacuum being demonstrated. In this case, Jack is the _____ and the company selling the vacuum cleaner is the _____.
receiver; source ack is the receiver, which is the individual, group, or organization that decodes a coded message. The company selling the vacuum cleaner is the source, which is a person, group, or organization with a meaning it tries to share with a receiver or an audience.
Promotional efforts designed to allow a manufacturer of a seasonal product to operate at peak efficiency year-round seek to
reduce sales fluctuations Demand for many products varies from one month to another because of such factors as climate, holidays, and seasons. Promotions that seek to reduce sales fluctuations are done to generate sales during slow periods, allowing the firm to use its resources more efficiently.
A bed and breakfast inn holds crafting getaways where all of the people staying at the property are interested in the same activity. These getaways are typically done during the fall when fewer people typically visit. These getaways are designed to
reduce sales fluctuations . This is designed to reduce sales fluctuations. This is done by offering promotions during slow sales periods to attract new guests or customers.
In the weeks leading up to Thanksgiving, Butterball turkey may allocate more of its promotion budget to _____ in order to account for the coupons it will be issuing to consumers.
sales promotion Butterball's usage of coupons is an example of a sales promotion. Sales promotion is an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers.
