Chapter 16 MKTG 330 quiz

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?

Personal selling Correct! Advertising Sales management Public relations Sales promotion

Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they

are not competitive. do not last. are illegal. Correct! are potentially harmful. cost too much.

Often when a company introduces a new product or line extension, its promotion will focus on ____ in order to initiate the product-adoption process.

combating competitive promotional efforts identifying prospects Correct! creating awareness stimulating demand retaining loyal customers

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

create awareness. combat competitive promotional efforts. retain loyal customers. stimulate demand. Correct! encourage product trial.

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.​​

decline maturity growth regression Correct! introduction

Each communication channel has a limit on the volume of information it can handle effectively. This limit is called

encoding. feedback. noise. transmission load. Correct! channel capacity.

When encoding the message, the source should use signs that have

new and exciting meanings. broad interpretations. different meanings to different people. contemporary jargon. Correct! meanings that the target market will understand.

The process of putting one's thoughts (meaning) into signs (symbols) is called

noise. interference. Correct! the coding process. decoding. transmission.

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate

secondary demand. competition. comparison of orange juices. demand elasticity. Correct! primary demand.

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

tactile communication. communication. kinesic communication. Correct! integrated marketing communications. proxemic communication.