Chapter 16

Tactile Communication

Communicating through touching

Promotion Mix

A combination of promotional methods used to promote a specific product

Communication

A sharing of meaning through the transmission of information

b. Push policy

ACME Corp. has a promotion strategy that involves promoting its widgets through personal selling and sales promotion to the wholesalers that handle its products. Which channel promotion policy is ACME using? a. Category management b. Push policy c. Exclusive policy d. Tying policy e. Pull policy

Coding Process

Converting meaning into a series of signs or symbols

d. receiver

In the communication process, the _______ is the individual, group, or organization that decodes a coded message. a. noise b. source c. feedback d. receiver e. communications channel

Pull Policy

Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel

Push Policy

Promoting a product only to the next institution down the marketing channel

New Introductory Promotion

Promotion that informs consumers about a new product

Receiver

The individual, group, or organization that decodes a coded message

Channel Capacity

The limit on the volume of information a communication channel can handle effectively

c. channel capacity

The limit on the volume of information a communications channel can handle effectively is known as _______. a. feedback b. noise c. channel capacity d. channel logistics e. receiver

Communications Channel

The medium of transmission that carries the coded message from the source to the receiver

Feedback

The receiver's response to a decoded message

Product Placement

The strategic location of products or product promotions within entertainment media content to reach the product's target mix

e. retain loyal customers

Toastie's restaurant is developing a frequent-user program that asks customers to input their phone number each time they order and then rewards them with free drinks or chips after they have spent $50 at the restaurant. This best illustrates the promotional objective of _______. a. encourage product trial b. combat competitive promotional efforts c. reduce sales fluctuations d. identify prospects e. retain loyal customers

c. integrated marketing communications

Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _______. a. integrated marketing connection b. intelligent promotion communications c. integrated marketing communications d. integrated business communications e. intelligent marketing communications

b. advertising; sales promotion

When a product's target market consists of millions of customers, organizations tend to rely on _______ and _______. a. public relations; sales promotion b. advertising; sales promotion c. advertising; personal selling d. advertising; public relations e. personal selling; public relations

a. Product placement

Which of the following has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements? a. Product placement b. Personal selling c. Sales promotion d. Advertising e. Public relations

e. Promotion lowers prices

Which of the following is NOT one of the criticisms of promotion cited in your text? a. Promotion is deceptive b. Promotion increases prices c. Promotion fosters materialism d. Promotion creates needs e. Promotion lowers prices

b. When a source uses an emoji that are understood by the receiver

Which of the following types is NOT an example of noise in the communication channel? a. When broadcast television is interrupted due to breaking news b. When a source uses an emoji that are understood by the receiver c. When the Wi-Fi signal is slow and thus the internet connection is poor d. When the source has laryngitis e. When a source uses words or an emoji that are unfamiliar to the receiver

a. Public relations

Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs? a. Public relations b. Advertising c. Proxemic communication d. Sales promotion e. Personal selling

e. customers

A major goal of integrated marketing communications is to send a consistent message to _______. a. shareholders b. managers c. ad agencies d. employees e. customers

Source

A person, a group, or an organization with a meaning it tries to share with a receiver or an audience

Viral Marketing

A strategy to get consumers to share a marketer's message, often through email or online videos, in a way that spreads dramatically and quickly

Buzz Marketing

An attempt to incite publicity and public excitement surrounding a product through a creative event

Noise

Anything that reduces a communication's clarity and accuracy

e. viral marketing

At ACME Corp., managers are using a strategy of trying to get consumers to share the firm's message via a quirky online YouTube video in a way that spreads dramatically and quickly. This is best described as _______. a. sales promotion b. personal selling c. word-of-mouth communication d. buzz marketing e. viral marketing

Proxemic Communication

Communicating by varying the physical distance in face-to-face interactions

Kinesic Communication

Communicating through the movement of head, eyes, arms, hands, legs, or torso

Promotion

Communication to build and maintain relationships by informing and persuading one or more audiences

Decoding Process

Converting signs or symbols into concepts and ideas

Integrated Marketing Communications

Coordination of promotion and other marketing efforts for maximum informational and persuasive impact on customers

Primary Demand

Demand for a product category rather than for a specific brand

Selective Demand

Demand for a specific brand

a. personal selling

If a company's promotional budget is extremely limited, the firm is likely to rely on _______. a. personal selling b. kinesic promotion c. public relations d. sales promotion e. advertising

a. lower prices

If promotion is used to successfully stimulate demand, the producer should be able to produce and market products in larger quantities and thus reduce per-unit production research and development, overhead, and marketing costs, which can result in _______. a. lower prices b. higher prices c. deceptive advertising d. greater need e. materialism

a. tactile communication

Leonard is a salesperson for ACME Motors. He always tries to shake hands with potential new customers and to "seal the deal" when they sign a sales contract. In personal selling, handshaking is an example of _______. a. tactile communication b. kinesic communication c. pioneer communication d. sales communication e. proxemic communication

Word-Of-Mouth Communication

Personal, informal exchanges of communication that customers share with one another about products, brands, and companies

c. word-of-mouth communication

Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _______. a. sales promotion b. kinesic communication c. word-of-mouth communication d. personal selling e. proxemic communication

a. encourage product trial

Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _______. a. encourage product trial b. create awareness c. identify prospects d. stimulate demand e. facilitate reseller support

a. New introductory promotion

Which of the following is NOT one of the four elements of the promotion mix? a. New introductory promotion b. Advertising c. Personal selling d. Sales promotion e. Public relations

b. New introductory promotion

Which of the following is appropriate for stimulating primary demand? a. Comparative promotion b. New introductory promotion c. Reinforcement promotion d. Viral marketing e. Personal selling

b. new-to-market products; expensive products

Word-of-mouth communication is most effective for _______ and _______. a. new-to-market products; convenience products b. new-to-market products; expensive products c. declining products; expensive products d. new-to-market products; inexpensive products e. long-time products; expensive products