Marketing 345 Chapter 15

What two outcomes would be considered part of the feedback loop in the communication process? - A consumer purchases a used car as a result of the interaction with a salesperson. - A retailer attributes an increase in sales to its purchase of advertising in Sunday's paper. - A manufacturer customizes its message for consumers using direct marketing. - A firm issues a press release about an upcoming charity event it is sponsoring.

- A retailer attributes an increase in sales to its purchase of advertising in Sunday's paper. - A firm issues a press release about an upcoming charity event it is sponsoring.

Personal selling is ______. - A two-way flow of communication between buyer and selling designed to influence a purchasing decision - A segmentation strategy based on the responsiveness of consumers to customer service interventions - Any paid form of mass communication about an organization, product, service, or idea by an identified sponsor - A short-term inducement of value offered to arouse interest in buying a product or service

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

Which of the following are elements of the promotional mix? (Select all that apply) - Direct marketing - Distributor relationships - Marketing research - Public relations - Personal selling

- Direct marketing - Public relations - Personal selling

What two issues must be considered when putting together a firm's promotional mix? - How to coordinate a consistent promotional effort among various departments - 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 balance the use of different promotional tactics

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

What elements are part of the communication process?

A source, message, channel of communication, receiver, and the processes of encoding and decoding.

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

Advertising

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

Communication

The promotional mix is a combination of ________ tools.

Communication

______ refers to communicating specifically with consumers to generate a response like an order, a visit, or a request for more information.

Direct marketing

In the communication process, ______ refers to the transformation of the sender's ideas into a set of symbols. Multiple choice question.

Encoding

What are the characteristics of advertising?

It is any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.

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

Noise

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 promotional element 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

Advertising, personal selling, and public relations are part of which element in the marketing mix?

Promotion

Advertising, personal selling, public relations, sales promotion, and direct marketing are the five elements of the ______.

Promotional mix

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?

Public relations

The feedback loop consists of two elements—feedback and ______.

Response

Free samples, rebates, sweepstakes, and contests are all examples of which promotional element?

Sales promotion

Within the communication process, encoding could best be described as ______.

Transforming ideas into symbols