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Marketing Final Exam With Complete Solutions Latest Update
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Marketing Final Exam With Complete SolutionsLatest Update
Promotion - correct answers Communication by marketers that informs,
persuades, and reminds potential buyers of a product in order to influence an
opinion or elicit a response.
Promotional Strategy - correct answers A plan for the optimal use of the elements
of promotion: advertising, public relations, personal selling, and sales promotion.
Advertising - correct answers impersonal, one-way mass communication about a
product or organization that is paid for by a marketer.
Public Relations - correct answers 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.
Publicity - correct answers public information about a company, product, service,
or issue appearing in the mass media as a news item
Sales Promotion - correct answers marketing activities - other than personal
selling, advertising, and public relations - that stimulate consumer buying and
dealer effectiveness
,Personal Selling - correct answers A purchase situation involving a personal paid
for communication between two people in an attempt to influence each other.
Communication process - correct answers Encodes message, sends message
through a channel of communication. Noise in the transmission channel distorts
the source's intended message. Reception occurs if the message falls within the
receiver's frame of reference. The receiver decodes the message and usually
provides feedback to the source. Normally, feedback is direct for interpersonal
communication and indirect for mass communication.
AIDA - correct answers an acronym identifying four persuasive steps or desired
effects that a brand message might have on customers and prospects: attention,
interest, desire, action. Advertising increases awareness/knowledge, sales
promotion is good when customers are in purchase stage, personal selling
develops interest and desire.
Push strategy - correct answers a marketing strategy that uses aggressive personal
selling and trade advertising to convince a wholesaler or a retailer to carry and sell
particular merchandise.
Pull strategy - correct answers a marketing strategy that stimulates consumer
demand to obtain product distribution.
Integrated Marketing Communications (IMC) - correct answers the careful
coordination of all promotion messages for a product or a service to assure the
consistency of messages at every contact point where a company meets the
consumer.
,Institutional advertising - correct answers a form of advertising designed to
enhance a company's image rather than promote a particular product
Product advertising - correct answers a form of advertising that touts the benefits
of a specific good or service
Advocacy advertising - correct answers a form of advertising in which an
organization expresses its views on controversial issues or responds to media
attacks
Pioneering advertising - correct answers a form of advertising designed to
stimulate primary demand for a new product or product category
Competitive advertising - correct answers a form of advertising designed to
influence demand for a specific brand
Comparative advertising - correct answers A form of advertising that compares
two or more specifically named or shown competing brands on one or more
specific attributes
Advertising campaign - correct answers a series of related advertisements focusing
on a common theme, slogan, and set of advertising appeals
, Advertising Objective - correct answers a specific communication task that a
campaign should accomplish for a specified target audience during a specified
period
Advertising Appeal - correct answers a reason for a person to buy a product
Unique Selling Approach - correct answers a desirable, exclusive, and believable
advertising appeal selected as the theme for a campaign
Medium - correct answers the channel used to convey a message to a target
market.
Media planning - correct answers the series of decisions advertisers make
regarding the selection and use of media, allowing the marketer to optimally and
cost-efficiently communicate the message to the target audience.
Cooperative Advertising - correct answers An arrangement in which the
manufacturer and the retailer split the cost of advertising the manufacturer's
brand
Media Mix - correct answers the combination of media to be used for a
promotional campaign.
Cost per contact - correct answers the cost of reaching one member of the target
market
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