chapter 15 Smart book marketing

Which of the following are benefits consumers report regarding their experiences with direct marketing?

-24 hour shopping -Saving time and money

Which two of the following are advantages of personal selling?

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

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 two of these are true of advertising?

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

The tools of the promotional mix are used primarily to do which two of the following?

-To remind buyers later about the benefits they enjoyed by using the product. -To persuade prospective buyers to try the product.

What two tactics 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

Which two of the following are benefits consumers report regarding their experiences with direct marketing?

-good customer service -more privacy than in-store shopping

Which of the following is the primary advantage of publicity?

Credibility

Little money is spent on any type of promotion during which of the following stages of the product life cycle?

Decline

Which of the following activities typically requires the most creativity?

Designing the promotion

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

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

Personal

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.

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

Publicity

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

Personal selling is ______.

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

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

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

advertising.

The promotional mix is a combination of ________ tools.

communication

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

consistency.

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

decline

Telephone solicitations, mail, infomercials, catalogs, and e-mails can all be considered part of _____ marketing.

direct

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

direct marketing

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

direct marketing

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.

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

IMC stands for

integrated marketing communications.

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

interactive

What is the primary disadvantage of publicity?

lack of control over the message

When a product enters the decline stage of the product life cycle, marketers are most likely to do which of these with the promotional mix?

minimize spending on promotion

Minimizing wasted coverage and customizing the message based on feedback are advantages of _____.

personal selling

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

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

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

promotion

Integrated marketing communications refers to the coordination of all ________ activities.

promotional

The product life cycle relates each associated stage with a promotional objective and a ________ activity.

promotional

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

promotional mix

Advertising and personal selling are part of the _____ mix.

promotional or promotion

Tools of the _____ mix are used to inform prospective buyers about the benefit of a product, persuade them to try it, or remind them later about the benefits they have enjoyed using it.

promotional or promotion

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

public relations

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

Lack of control over one's message is a disadvantage of using ________ as the primary element of one's promotional campaign; one can invite media to cover aspects of the business or product, but there is no guarantee of a positive story.

publicity

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

publicity

When a consumer sees a television commercial for a program to be shown on a new cable channel and the ad asks viewers to contact their cable provider to add this new channel, it is an example of a(n) ________ strategy.

pull

When a pharmaceutical company uses the phrase "Ask your doctor if Zetia is right for you" in its print advertising, it is an example of a(n) ________ strategy

pull

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

In terms of promotional strategies within a channel, a firm can use a(n) '_____' strategy to encourage cooperation of intermediaries.

push

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

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

relations

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

sales

Which promotion tactic 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

Sales promotion is a(n) ________ inducement of value offered to arouse interest in buying a product or service.

short-term

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.