Empire College School Of Business
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Latest notes & summaries Empire College School Of Business
Promotion Strategy 
Advertising 
Public Relation 
Personal Selling 
Sales Promotion 
Social Media 
 
 
 
Communication 
Process by which meaning are exchanged or shared 
 
 
 
Competitive Advantage 
High Product Quality 
Rapid Delivery/ Ex: Drome 
Low Prices 
Excellent Services 
Unique Features 
 
 
 
Marketing Communication 
Interpersonal- Face to Face 
Mass- Message to a larger audience 
 
 
 
As a Sender: 
Inform 
Persuade 
Remind 
 
 
 
As Receiver: 
Develop Message 
Adapt Message 
Spot New ...
If a car company releases an affordable model, but the vehicle is only available in white, would it be successful in today's market? 
a. No, because consumers have specific wants 
b. Yes, the vehicle will be affordable 
c. No, white color is not appealing 
d. Yes, there is always a market for any product 
a. No, because consumers have specific wants 
 
 
 
What is the American Market Association's definition of marketing? 
a. The activity, set of institutions, and processes for creating, commu...
consumer decision-making process 
a five-step process used by consumers when buying goods or services 
 
 
 
need recognition 
result of an imbalance between actual and desired states 
 
 
 
want 
recognition of an unfulfilled need and a product that will satisfy it 
 
 
 
stimulus 
any unit of input affecting one or more of the five senses: sight, smell, taste, touch, hearing 
 
 
 
internal information search 
the process of recalling past information stored in the memory 
 
 
 
external infor...
Motivation; Motive 
The reason for behavior; a construct representing an unobservable inner force that stimulates and compels a behavioral response 
 
 
 
Self Actualization 
achieving one's full potential, including creative activities (part of self-fulfillment needs) 
 
 
 
Esteem Needs 
(Psychological Needs) 
Prestige and feeling of accomplishment 
 
 
 
Belongingness and love needs 
(Psychological Needs) 
Intimate relationships, friends 
 
 
 
Safety Needs 
(Basic Needs) 
Security, safety 
...
Marketing, 9th Canadian Edition, Test Bank 
Frederick Crane, Roger A. Kerin, Steven W. Hartley, William Rudelius 
Chapter 01 Marketing: Customer Value, Satisfaction, Relationships, and Experiences 
Student: ___________________________________________________________________________ 
1.	Wildplay Element Parks specifically targets each of the following segments except: 
 
 
A. 	corporate groups seeking team-building activities. 
 
B. 	school and youth groups looking for adventurous field trips. ...