Chapter 15 MKTG FINAl
_ is the interpretation of the language and symbols sent by a source through a channel. a. Encoding b. Transmission c. Encryption d. Decoding
d. Decoding
__ is used to build and maintain brand loyalty during the growth stage of the product life cycle. a. Informative promotion b. Reminder promotion c. Connective promotion d. Persuasive promotion
d. Persuasive promotion
Which of the following is the objective of informative promotion? a. To form relationships with potential customers through social media platforms b. To keep the product and brand name in the public's mind c. To stimulate a purchase or an action d. To stimulate interest in a new product
d. To stimulate interest in a new product
Which of the following best defines a push promotional strategy? a. Manufacturers may use aggressive personal selling to convince a wholesaler to carry and sell their merchandise. b. It uses social media and content marketing to invite customers to buy products. c. It focuses its promotional efforts on end consumers or opinion leaders. d. It stimulates consumer demand to obtain product distribution.
a. Manufacturers may use aggressive personal selling to convince a wholesaler to carry and sell their merchandise.
Check My Work According to the AIDA (attention, interest, desire, and action) concept, a consumer's attention can be attracted by a. using a friendly greeting and approach. b. illustrating how the product's features will satisfy the consumer's needs. c. delivering a good sales presentation. d. using a strong closing sales pitch.
a. using a friendly greeting and approach.
Statements like: "Call now!" and "For a limited time only!" would be common during which stage of the AIDA model? a. Interest b. Desire c. Attention d. Action
d. Action
Which of the following statements is true of the promotional mix? a. All elements of the promotional mix entail direct, two-way communication. b. It is designed to meet the needs of the target market and fulfill an organization's goals. c. The promotional mix of a company is the same for all its products. d. All elements of the promotional mix have the same effect on the target audience.
b. It is designed to meet the needs of the target market and fulfill an organization's goals.
In the context of the factors that determine the promotional mix, which of the following has a very low cost per contact? a. Personal selling b. National advertising c. Sales promotion d. Public relations
b. National advertising
is a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other. a. Public relations b. Personal selling c. Advertising d. Sales promotion
b. Personal selling
Which of the following is true of complex buying decisions? a. The most effective promotion reminds the consumer about the brand. b. Personal selling is most effective in helping consumers make complex buying decisions. c. The promotion for products involving complex consumer decisions calls attention to the brand. d. Consumers are least involved in complex buying decisions.
b. Personal selling is most effective in helping consumers make complex buying decisions.
When competition is intense, typically during the growth stage of the product life cycle, it would be most appropriate to use which type of promotion? a. Informative b. Persuasive c. Reminder d. Connection
b. Persuasive
A competitive advantage includes features such as _____. a. high prices b. excellent service c. prolonged delivery processes d. mediocre product quality
b. excellent service
Integrated marketing communications is: a. a plan for the optimal use of the promotion elements like advertising and public relations. b. the coordination of all promotional messages for a product or service. c. the process of creating and maintaining a fit between the organization's objectives and resources and the evolving market opportunities. d. the process by which meanings are exchanged or shared through a common set of symbols.
b. the coordination of all promotional messages for a product or service.
The AIDA model could also be called : a. the stop/look/listen model. b. the think/feel/do model. c. the want/need/desire model. d. the inform/persuade/act model.
b. the think/feel/do model.
Which of the following scenarios illustrates a marketer acting as a receiver? a. A customer service representative sends an e-mail to a client informing him about the scheduled delivery time of his purchased items. b. A product developer conducts a survey among social media users before developing a new software application for them. c. A salesperson listening as a customer explains the problems encountered with a recent purchase. d. A public relations officer sends out a press release about his company's new line of microprocessors.
c. A salesperson listening as a customer explains the problems encountered with a recent purchase.
Which of the following statements is true of sales promotion? a. It includes a planned presentation to prospective buyers for the purpose of making a sale. b. It is a long-run tool used to stimulate gradual increases in demand. c. It includes experiential marketing whereby events are created to enable customers to connect with brands. d. It is a tool used to build a long-term relationship between the salesperson and the customer.
c. It includes experiential marketing whereby events are created to enable customers to connect with brands.
Which of the following best defines cost per contact? a. It is the cost of publishing one advertisement in a newspaper. b. It is the cost of promoting a product using a single promotional element. c. It is the cost of reaching one member of the target market. d. It is the cost of promoting a product to one retailer.
c. It is the cost of reaching one member of the target market.
___ is the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance. a. Personal selling b. Public promotion c. Public relations d. Advertising
c. Public relations
