Chapter 16 (R)

Word of mouth communication is most effective in what product categories?

---new-to-market ---expensive products

What are the 3 main characteristics of determining the target market in a promotion mix?

---size ---geographic demographic ---demographic characteristics

How is reseller support a two way street?

-PRODUCERS generally want to PROVIDE SUPPORT to RESELLERS to assist in selling their products -PRODUCERS EXPECT RESELLERS to SUPPORT their products

What multiple options are used in the "encourage product trial" phase of promotion?

-free samples -coupons -test drives -limited free-use offers -contests -games

What are some examples of noise?

-radio or tv difficulties -poor or slow internet connections -when signals are unfamiliar to receiver or have different meaning than intended

What 4 questions does pioneer promotion include? What stage is it used?

-what is it? -what does it do? -how can it be used? -where can it be purchased? ---INTRODUCTORY STAGE

What kind of promotional mix is used for products in the INTRODUCTION stage of product life cycle? GROWTH & MATURITY stages? DECLINES stage?

Intro: ADVERTISING to create awareness (sometimes also personal selling & sales promo) G&M: consumer products>> ADVERTISING business products >> personal selling & sales promo Decline: usually all promo activities decrease, especially advertising

What would be a main reason customers have not always received consistent messages?

VARIOUS UNITS both inside and outside most companies have traditionally planned and implemented promo efforts // THAT IS WHERE INTEGRATED MARKETING COMMUNICATIONS COME INTO PLAY

What does communication begin with?

a source

What is a paid non-personal communication about an organization and its products transmitted to a target audience through mass media (TV, radio, internet, newspapers, etc.)?

advertising

What are the 4 possible elements of the promotional mix?

advertising personal selling public relations sales promotion

Marketers of highly seasonal products often emphasize what kind of promotional mix?

advertising (sometimes sales promotion as well)

What type of promotion method is generally used for business products? What about consumer goods?

business products : personal selling consumer goods : advertising

What type of "word of mouth comm" goes about talking of products through websites (consumer-oriented like epinions.com) and blogs where people can learn about other consumers' feelings toward & experiences with specific things?

electronic w.o.m.c (important for staying in tune with trends)

Which type of communication is the most adaptive or flexible? (digital, web-based, telephone, or face to face)

face to face

True or false sales promotion is the same thing as promotion

false : sales promotion is just one part of the comprehensive area of promotion

What is a popular way to generate publicity?

give away products to celebrities in hope that they will be seen in it and photographed with product and stimulate awareness and product trial among fans

What helps foster not only long term customer relationships but also the efficient use of promotional resources?

integrated market communication

Which type of communication includes winking, head nodding, hand gestures, eye contact, and arm motions?

kinesic communication

What is a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation?

personal selling

Which element of the promotional mix is described: ---SPECIFIC COMMunication = means reaching a SMALLER audience and costs MORE $$$ ---but have GREATER impact on customers and can provide IMMEDIATE feedback and respond to customer's information needs right away

personal selling

If size of target market is small, which promotion mix element will probably be emphasized? If size of target market consists of millions of customers?

personal selling advertising & sales promotion

Which type of communication is described by this example: ---when a customer backs away from a salesperson when they display lack of interest in product or salesperson

proxemic communication (def: when either person varies the physical distance separating them)

What is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders?

public relations

What is a non-personal communication in news-story form about an organization or its products, or both, transmitted through a mass medium at NO CHARGE?

publicity (new release, press conference, feature articles)

Which policy is intended to pull the goods down through the channel by creating demand at the consumer level?

pull policy

How does promotion actually lower prices?

purpose of promotion is to STIMULATE DEMAND which is reached by promoting and also by facilitating PRICE COMPETITION

Between push and pull policy, which policy normally stresses personal selling?

push

Which do marketers spend more money on between advertising & sales promotion? Which appears to be a faster- growing area?

sales promo sales promo

What is an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers?

sales promotion (most popular: coupons)

What affects the number and relative intensity of promotional methods included in a promotion mix?

size of an org's promotional budget

Which form of communication is less popular in the US compared to other countries? An example though of normal ways of this communication includes handshaking.

tactile communication

What is the goal of public relations?

to create and enhance a positive image of the organization

What is a major goal of integrated marketing communication?

to send a consistent message to customers

True or False: Marketers frequently rely on sales promotion to improve the effectiveness of other promo mix elements, especially advertising & personal selling.

true

True or false: HIGHER priced products call for personal selling since they are at higher risk with the purchase.

true

What may generate unfavorable public relations for an organization?

unpleasant situations & negative events (product tampering or an environmental disaster)

When are supermarket managers more likely to carry a new product with high competition?

when a manufacturer PROMOTES a new brand W/ FREE SAMPLES & COUPONS in the retailer's area