MARKETING

Which two outcomes result when sales promotions are conducted continuously?

Customers will begin to question the product's value. Customers will delay purchase until a promotion is offered.

Trial samples, news releases, personal selling to intermediaries, and advertising to drive awareness and interest would most likely be a promotional mix used during which stage of the product life cycle?

Introduction

What is an advantage of direct marketing?

It can be customized to match the needs of a target market.

Select the two characteristics of advertising.

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

What is the primary advantage of publicity?

It is perceived as credible.

What is a particular challenge for the coordination of a consistent promotional effort?

Promotional elements are often the responsibility of different departments.

What two questions must be answered for the development of the promotional program?

When should the promotion be run? Who is the target audience?

What are two advantages of personal selling?

ability to modify the message based on immediate feedback reduction in wasted coverage

A manufacturer pays $274,000 to place a full-page, four-color ad in Time magazine about its new product. This is an example of

advertising

An advantage of a firm having to pay for _________ is that it can control what it wants to say, when to send its message, and to some extent, to whom the message is sent.

advertising

In the growth stage of the product life cycle, _______ is used as the primary promotional element in order to stress brand differences.

advertising

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

During which stage of the product life cycle is little money, if any, spent on promoting the product?

decline

During which stage of the product life cycle is promotion least important?

decline

What are the three steps in the promotional decision process?

developing, executing, and assessing the promotional program

Telephone solicitations, infomercials, catalogs, and e-mails can all be considered methods of _______ marketing.

direct

Like personal selling, ______ often consists of interactive communication with a customizable message. Multiple choice question.

direct marketing

Select the two disadvantages of advertising.

high absolute costs lack of direct feedback

What are two disadvantages of direct marketing?

high costs to maintain a good database consumer concerns about privacy

What two issues must be considered when putting together a firm's promotional mix?

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

The first step in developing a promotion program is to _______.

identify the target audience

The primary promotional objective in the introduction stage of a product's life cycle is to________

inform and generate awareness

Which best describes promotional spending in the decline stage of the product life cycle?

little to none

Advertising, sales promotion, and public relations are often said to use ______ selling because they are used with groups of prospective buyers.

mass (selling)

To the extent that time and money permit, the target audience for the promotion program should _______.

match the target market for the firm's product

The push strategy and the pull strategy assist the manufacturer in ______

moving a product through the channel of distribution

The characteristic that best describes personal selling is that it is_______

often a face-to-face interaction

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

p

The high cost of ________ is a major disadvantage; on a cost-per-contact basis, it is generally the most expensive of the five promotional elements.

personal selling

Which promotional element refers to a two-way flow of communication between a buyer and a seller, designed to influence the buyer's purchase decision?

personal selling

Which two promotional alternatives benefit from a customized interaction between the seller and a prospective buyer?

personal selling direct marketing

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

promotional mix

Publicity, lobbying efforts, and press conferences are some of the tools used in

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

What are three elements of the promotional mix?

public relations direct marketing personal selling

Lack of control over the firm's message is a disadvantage of using ________ as the primary element of a firm's promotional campaign.

publicity

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

publicity

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 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 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) Blank______ strategy.

push

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.

push

The two channel strategies used by a manufacturer to assist in moving a product through the channel of distribution are the _____ strategies.

push and pull

The primary promotional objective in the maturity stage of a product's life cycle is to _________.

remind and generate loyalty

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

sales promotion

Which promotional element is a short-term inducement of value offered to arouse interest in buying a good or service?

sales promotion

______ often stimulates sales for its duration, but gains are often temporary and sales drop off when the deal ends. Multiple choice question.

sales promotion

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