chap 15 marketing

Put the five stages that a prospective buyer goes through, known as the hierarchy of effects, in order with the first on top.

- Awareness - Interest - Evaluation - Trial - Adoption

Which of the following is an example of public relations?

A special event at a consumer electronics show

Which of the following would most likely be used by a firm when its product is in the maturity stage of the product life cycle?

Sales promotion to maintain loyalty.

When a company learns the launch date for a new product that will be a close substitute for its own, it is most likely to affect which part of the IMC program?

Scheduling the promotion

Which of the following steps in developing an IMC program is likely to be affected by seasonality?

Scheduling the promotion

Which of the following promotional elements refers to communicating specifically with consumers to generate a response like an order, a visit, or a request for more information?

Direct marketing

Which of the following are considered part of the promotional mix?

Advertising Sales promotion Direct marketing

Which two of the following would most likely be used by a firm when its product is in the growth stage of the product life cycle?

Advertising that stresses brand differences. Personal selling that solidifies the channel of distribution.

Match the five stages that a prospective buyer goes through, known as the hierarchy of effects, to their definitions.

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

Desirable outcomes of Blank 1 of 2 Blank 2 of 2include direct orders, lead generation, and traffic generation. (Enter one word in each blank.)

Blank 1: direct Blank 2: marketing

Which of the following are methods of setting a budget for promotion?

Competitive parity Objective and task All you can afford

Which of the following is the primary advantage of publicity?

Credibility

Which of the following is a key element in any direct marketing program?

Databases

During which of the following stages of the product life cycle is promotion of the least importance?

Decline

refers to the process by which a receiver takes a set of symbols and transforms them back to an idea. (Enter one word in the blank.)

Decoding

Which of the following activities typically requires the most creativity?

Designing the promotion

When using the objective and task method to determine the promotion budget, marketers must take which of the following steps?

Determine its promotion objectives Determine the promotion costs for performing tasks

Which of the following represents the three steps in the promotional decision process?

Developing, executing, and assessing the promotional program.

Which of the following allows the sender to determine whether the message was properly decoded and understood by the receiver?

Feedback

Which of the following is related to the dramatic growth of direct marketing?

Increasing availability of customer information databases

Which of the following is related to the dramatic growth of direct marketing?

Increasing interest in customized communication with consumers.

A very diverse mix of promotions like trial samples, news releases, personal selling to intermediaries, and advertising to drive awareness and interest would most likely be used during which of the following stages of the product life cycle?

Introduction

Which two of these are true of advertising?

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

Which of the following is true of decoding?

It is done by the receiver.

selling is the two-way flow of communication between a buyer and a seller designed to influence the buyer's purchase decision.

Personal

In the communication process, how does the encoding occur?

The source establishes it.

Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor is known as

advertising

By paying for ________, a company can control what it wants to say, when to send its message, and to some extent, to whom the message is sent.

advertising

While considering your competition in promotional budgeting is important, use of ________ budgeting may not be effective if you have different promotional objectives that will be implemented with different expenditures.

competitive parity

Like personal selling, ________ often consists of interactive communication with a customizable message.

direct marketing

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

message

In the percentage of sales method of promotion budgeting, funds are allocated to promotion as a percentage of either ________ sales.

past or anticipated

Awareness and trial are stages of

the hierarchy of effects.

________ allow marketers to create profiles of its customers, including information about lifestyles, media use, and purchasing patterns, which are useful in direct marketing.

Databases

Drag and drop the desirable outcomes of direct marketing for sellers against the corresponding responses they generate.

Direct orders Result from offers than contain all the information to make a decision and complete the transaction\ Lead generation Results from an offer designed to generate interest in a product and a request for more information Traffic generation Results from an offer designed to motivate people to visit a business

Which two of the following are advantages of using advertising for promotion?

It can be attention-getting. It offers good control of the message and audience.

Which of the following are challenges facing direct marketers in global markets today?

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

Which of the following refers to the extraneous factors that can work against effective communication by distorting a message or the feedback received?

Noise

Which of the following promotional elements refers to a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision?

Personal selling

Which of the following are elements of the promotional mix?

Personal selling Direct marketing Public relations

Which of the following is a particular challenge for the coordination of a consistent promotional effort?

Promotional elements are often the responsibility of different departments.

Credibility is the major advantage of which element of the promotional mix?

Public relations

Which of the following promotional elements refers to 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?

Public relations

________ is a nonpersonal, indirectly paid presentation of an organization, good, or service.

Publicity

Which two of the following are advantages of personal selling?

Reduction in wasted coverage Ability to modify the message based on immediate feedback

promotion refers to a short-term inducement of valued offered to arouse interest in buying a good or service.

Sales

Free samples, point-of-purchase displays, sweepstakes, and contests are all examples of which of the following promotional elements?

Sales promotion

________ is a good method to encourage consumers to try a product, but advertising support is needed to convert them into a long-term buyer.

Sales promotion

________ often stimulates sales for its duration, but gains are often temporary and sales drop off when the deal ends.

Sales promotion

Imagine that a firm sends out a message in the form of a print advertisement for a product. Which of the following elements is most likely to contribute to receivers decoding the message differently?

Whether or not the receiver is a user of the firm's product

Which of the following are questions that must be answered for the development of the promotional program?

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

a business buyer.

Which two factors are especially helpful in choosing the right promotional tools from a wide array of possibilities?

an analytical approach experience

In developing a promotional program for a firm's product, the first step is to identify the target Blank 1 of 1, which should align with the target market for the product to the greatest extent possible. (Enter one word in the blank.)

audience

Percentage of sales, competitive parity, and objective and task are three methods of setting a promotion

budget

of communication is the means by which the message is conveyed to the consumer (one word).

channel

The ________ refers to the medium that carries the message for a firm, such as a salesperson, advertising media, or public relations tools.

channel of communication

The promotional mix is a combination of ________ tools.

communication

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

communication

The process in which a message is conveyed to others in known as

communication.

Because several departments might be responsible for various promotional efforts, extra attention should be paid to their

consistency.

Using ________ for promotion allows for interactive communication with customers that can be customized for the target audience and adapted quickly.

direct marketing

The dramatic growth of the mobile phone industry in international markets provides an opportunity for

direct marketing campaigns.

The hierarchy of Blank 1 of 1 in promotion is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action.

effects

In the communication process, Blank 1 of 1 refers to the transformation of a sender's ideas into a set of symbols. (Enter one word in the blank.)

encoding

At the maturity stage of the product life cycle, promotional mix elements like sales promotion are chosen for their ability to

encourage loyalty among buyers.

Pretesting of promotions allows for changes to be made to improve their effectiveness, and posttesting

evaluates the impact and contribution of each toward achieving objectives.

For a message to be communicated effectively, the sender and receiver must have a mutually shared ________, a similar understanding and knowledge they apply to the message.

field of experience

International marketing presents special challenges in communication, since the source and receiver may not have overlapping ________, due to differences in culture and language.

fields of experience

At the introduction stage of the product life cycle, promotional mix elements are chosen for their ability to

increase consumers' level of awareness.

Successful promotion designs are often the result of

insight regarding consumer's interest and purchasing behavior.

Like personal selling, direct marketing makes use of __________ communication, allowing the seller to adapt messages according to the particular customer.

interactive

Match the following promotional objectives with the corresponding stage of the product life cycle.

introduction-to inform growth-to persuade maturity-to remind] decline-to phaseout

To the extent that time and money permit, the target audience for the promotion program should

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

message.

The push strategy and the pull strategy assist the manufacturer in

moving a product through the channel of distribution.

Competing messages, lack of clarity in a message, or even printing mistakes can create problems preventing effective communication, so they are called

noise

The best approach to promotion budgeting is ________, though it requires careful judgment.

objective and task

In the competitive Blank 1 of 1 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. (one word)

parity

In the _____ budgeting approach, the amount of money spent on promotion is a percentage of past or anticipated sales.

percentage of sales

Using ________ with business buyers is appropriate because they often have specialized needs or technical questions, and may need support after the purchase.

personal selling

Minimizing wasted coverage and customizing the message based on feedback at among the advantages of

personal selling.

At the growth stage of a product life cycle, promotional mix elements like advertising are chosen for their ability to _____.

persuade consumers to buy the product

The ideal execution of a promotion program involves ________ each design to allow for changes and modifications, and then ________ to evaluate the impact of each promotion and its contribution toward the objectives.

pretesting; posttesting

Advertising and personal selling are part of the Blank 1 of 1mix.

promotional

Publicity, lobbying efforts, and press conferences are some of the tools used in

public relations.

News stories, editorials, and announcements about organizations, goods, and services are examples of

publicity.

When manufacturers face resistance from channel members who do not want to order a new product, they may instead implement a(n) ________ strategy to stimulate demand at the consumer level.

pull

When the manufacturer directs the promotional mix at ultimate consumers to encourage them to ask the retailer for a product, and the retailer then orders it from a wholesaler, it is known as a(n) ________ strategy.

pull

Salespeople calling on wholesalers to encourage orders and provide sales assistance is typical of a(n) ________ strategy.

push

When Ford Motor Company provides its Ford and Lincoln-Mercury dealers with incentives for meeting or exceeding sales goals, this is an example of a(n) ________ strategy.

push

When Procter & Gamble provides incentives to channel intermediaries for buying larger quantities of its personal care products or providing marketing support, this is an example of a(n) ________ strategy.

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) ________ strategy.

push

For one person, the Taco Bell logo might mean a dieter's worst nightmare, but for the another, it can mean a quick and satisfying meal. This illustrates that

receivers decode a message according to their own frame of reference.

Attempts to influence feelings, opinions, or beliefs held by customers and others about a company and its products are called public

relations

The feedback loop in the communication process is made up of a(n) Blank 1 of 1 from the receiver, and feedback, the interpretation of the same by the source.

response

An analytical approach and experience are particularly important when ________ because a large number of possible combinations can achieve the same objective.

selecting the right promotional tools

If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the _______ in the communication process.

source

In the marketing communication process, the Blank 1 of 1refers to the company or person who has information to convey.

source

The two promotional strategies used by a manufacturer to assist in moving a product through the channel of distribution are known as

the push strategy and the pull strategy.

Within the communication process, encoding could best be described as

transforming ideas into symbols.