MRKT 314

Which of the following best describes marketing?

It encompasses efforts to change or maintain behavior relative to a product.

In MPR, marketers refer to the media and groups who influence others as

Connectors

In what way does MPR enhance personal selling?

MPR bridges the gap between the seller and the buyer's need for a good or service.

Advertising is

a paid form of nonpersonal promotion by a sponsor.

Media mentions and word-of-mouth

are nonthreatening means by which consumers become aware of their need for products.

Which of the following terms refers to the intended receivers of a promotional message?

audience

Direct marketing

communicates directly with carefully targeted individual consumers

Positioning can be interpreted as

consumer perceptions of a product relative to the market

A primary goal of a marketing effort is to

differentiate a product from its competition in the minds of consumers

Which of the following best describes sales promotion?

encouraging the purchase or sale of products through short-term incentives

The purpose of personal selling is to

help a firm to make sales and build customer relationships.

Word-of-mouth and media mentions

ideally generate positive perceptions of a firm and its brands.

The purpose of the promotional mix is to

inform, persuade, and remind consumers about products

What are the two audiences of an MPR campaigns?

intended receivers and connectors

Advertising, sales promotion, personal selling, direct marketing, and public relations are

marketing communication activities

Advertising and MPR efforts tend to work equally well, therefore

organizations have a financial incentive to shift resources from advertising into MPR.

Coupons, point-of-purchase displays, and special distribution deals are tools used in

short term incentives