marketing b

Four P's of Marketing

Product, Price, Place (distribution) , Promotion

The transmission of a message from a sender to a receiver is part of the ______ process.

communication

For marketers, receivers are usually ______, although they could be other things, such as stockholders, governments, or even competitors.

consumers

What is defined as the total number of activities a seller engages in to encourage the exchange of goods and services with the buyer?

Direct marketing

Which marketing communication channel is best represented by a commercial on a video-sharing site? mass media electronic media press personal communication

Electronic media

Select all of the tools marketers use to determine whether or not their messages are being properly received. Focus groups Social media vetting Computer modeling Multilevel advertising Consumer panels

Focus groups Social media vetting Consumer panels

components of Strategic marketing

Focus, Marketing Mix (4 P's of Marketing), and environmental forces

Consumers ______ marketing messages differently. Because of this, marketers often use ______ to figure out if consumers are receiving the intended message. transmit ; print ads decode; focus groups encode; historical trends

decode; focus groups

According to the American Marketing Association ______marketing is the total number of activities a seller engages in to encourage the exchange of goods and services with the buyer

direct

The transformation of a sender's information into a message is called ______.

encoding

Marketers, acting as senders, communicate with consumers by ______.

encoding their ideas into easily understood messages

Online firm Rugged Shoes sells six models of running, walking, and hiking shoes through its popular website. The firm's logo, a distinctive black-and-white image of a single shoe, is prominent in its online promotions. Now the firm has opted to go with a completely different type of logo for its print marketing. In this example, Rugged Shoes is ______ across settings. To make sure its marketing message is clear to customers no matter where they see or hear it, Rugged Shoes would do better to follow a(n) ______ strategy.

making its advertising less recognizable; integrated marketing communications

Ingrid goes to the theater to watch a new hit movie. She notices many people throughout the movie are driving a certain brand of car, and the car manufacturer's logo is always clearly seen. Which marketing communication channel does this represent? mass media personal communcation point of purchase

mass media

Which primary communication channel uses salespeople and customer service representatives? physical space press personal communication

personal communication

Personal selling, sales promotions, and public relations are all part of a company's ______. These elements should be coordinated under a(n) ______ strategy in order to develop better customer relations.

promotional mix; integrated marketing communications

Marketers must ______ their message in order for consumers to fully ______ it.

properly encode; decode

Messages transmitted by the sender are interpreted by the

receiver, recipient, listener, or decoder

Typically, marketers send messages that ______.

relate to their product or brand

communication process begins when a --- transmits a message

sender

The communication process begins with a ______, who encodes a message. This process concludes successfully when a ______ is able to decode that same message, provided it has not been disrupted by noise.

sender/ receiver

As the ______ of a marketing message, marketers begin the communication process. However, even before they do this, they must ______.

sender; determine their target market

When communicating with their target markets, marketers usually act as ______.

the sender

Importance of Marketing in our Global Economy

-Marketing costs consume a sizable portion of buyers dollars - Marketing helps produce profits essential to the survival of individual businesses - Marketing is used in nonprofit organizations - Marketing fuels our global economy - Marketing knowledge enhances consumer awareness - Marketing connects people through technology

Which of these examples shows a firm using an integrated marketing communications strategy?

1. An auto company simultaneously launches an advertising campaign focusing on how practical its cars are for families while running a sales promotion focused on the sporty, high-performance aspect of its cars. 2. A tool company uses the same image of a wrench and the same "Tougher than Titanium" slogan in its advertising, sales promotions, and public relations. 3.A clothing manufacturer challenges its competitor to a test to see which company's jackets provide better insulation from the cold. 4. A beauty chain offers a discount to all customers in the armed forces, firefighting, or law enforcement. A tool company

Select all of the statements that are true regarding receivers in marketing.

1. Receivers are usually consumers. 2. Receivers tune out every marketing message they get. 3. Receivers receive roughly 3,000 marketing messages a day. 4.Receivers interpret the message. 5. Receivers transmit messages related to a brand. 1,3,4

Select all of the examples of noise that can occur during the marketing communication process.

1. The sounds of a jackhammer on the sidewalk outside your house while you are listening to an advertisement on the radio 2. An e-mail alert that shows up in the corner of your computer screen 3. Receiving a text message about a party next weekend during a television commercial 4. An online commercial on the benefits of the latest Dyson vacuum cleaner 1-3

intergrated marketing communications

An integrated marketing communications (IMC) strategy is used to coordinate the various promotional mix elements to provide customers with a clear and consistent message about a firm's products, which in turn allows firms to more effectively create and develop relationships with customers.

name 2 actions a firm must take to successfully get their marketing message across to consumers

Understand the communication process. Ensure their message stands out

For marketers, the U.S. Postal Service represents a(n) ______ communication method.

expedient reliable obsolete ineffective reliable

A firm decides to coordinate the various promotional mix elements in order to provide its consumers with a clear and consistent message about its products. This firm is engaged in ______.

integrated marketing communications

When Nike sought to capitalize on the fitness craze, it launched its Just Do It campaign. The company used television commercials and print advertisements showcasing athletes of all types attaining their fitness goals. It sponsored local sporting events and secured celebrity spokespersons to promote its products. This is an example of the promotional strategy referred to as ______.

integrated marketing communications An IMC approach adapts the communication for each element of the promotional mix but keeps the messaging consistent across all aspects of the promotional mix.

To coordinate the various promotional mix elements and provide customers with a clear and consistent message, firms use a(n)

integrated, IMC, integrate, integrating, or integration