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CSUF MKTG 351 CHAPTER 16| 52 QUESTIONS AND ANSWERS.
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CSUF MKTG 351 CHAPTER 16| 52 QUESTIONS AND ANSWERS.
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CSUF: MKTG 351 CHAPTER 16 52QUESTIONS AND ANSWERS
What is the role of promotion in the marketing mix? - answer -to convince target customers that
the goods and services offered provide a competitive advantage over the competition
Define competitive advantage. - answer the set of unique features of a company and its
products that are perceived by the target market as significant and superior to those of the
competition
Define promotion. - answer communication by marketers that informs, persuades, and reminds
potential buyers of a product in order to influence an opinion or elicit a response
Define promotional strategy. - answer a plan for the optimal use of the elements of promotion:
advertising, public relations, personal selling, sales promotion, and social media
Define communication. - answer process by which we exchange or share meaning through a
common set of symbols
Define interpersonal communication. - answer face to face communication
Define mass communication. - answer communicating message to large audience
As senders, what do marketers communicate? - answer marketers attempt to inform, persuade,
and remind the target market to adopt courses of action compatible w/the need to promote the
purchase of goods and services
As receivers, what do marketers communicate? - answer marketers attune themselves to the
target market in order to develop appropriate messages, adapt existing messages, and spot new
communication opportunities
, Define sender. - answer the originator of the message in the communication process
> company (ad agency)
Define encoding. - answer the conversation of the sender's ideas and thoughts into a message,
usually in the form of words or signs
> advertisement
Define channel. - answer a voice, radio, newspaper, computer, smartphone, or other
communication medium
> television
Define noise. - answer anything that interferes with, distorts, or slows down the transmission of
information
> other advertisements
Define receivers. - answer the person who decodes a message
> viewer
Define decoding. - answer the interpretation of the language and symbols sent by the source
through a channel
> receiver interpretation
Define feedback. - answer receiver's response to a message
> nodding
What is the communication process? - answer sender--> encoding-->channel medium--
>decoding-->receiver
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