1. Promotion is one of the four Ps of marketing. The promotion mix is .
2. When using various forms of promotion to car- ry the promotion message, it
... [Show More] is important that the recipients of the message interpret it in the same way. Creating a unified promotional mes- sage, where potential customers perceive the same message, whether it is in a TV commercial, or on a billboard, or in an online blog is called
.
3. If the sender in a non-personal, paid promotion is identified, we define it as advertising. If the sender is not readily identified, we label it .
the promotional tools marketers use to carry out promotion
integrated marketing communication
propaganda
4. How do consumers benefit from advertising? They receive valuable
information, and adver- tising can even pay for the media that delivers the message.
5. While doing an online search for a music venue, Darcy ran across a performance of well-known entertainer Lady Gaga that featured her hair neat- ly wrapped in Coca-Cola™ cans. The venue did not visibly identify the sponsor in any other way. Marketers would categorize this form of advertis- ing as .
6. Some products and services lend themselves to
better than others. For example, youth in Southeast Asia, youth in Bosnia, youth in Alaska, and youth in Brazil may desire the same products, in the same form.
7. A fast growing form of media for the delivery of advertising messages is . Some firms
product placement
global advertising
social media
boast that they have several million followers on Twitter™ and Facebook™ accounts.
8. A benefit of utilizing social media to deliver ad- vertising messages is .
9. Personal selling, as a form promotion, differs when the effort is a B2B (business to business) sales effort rather than a B2C (business to con- sumer) sales effort. B2B personal selling requires
.
10. Which of the following statements about personal selling is true today?
11. is an unpaid form of promotion. It can have positive and negative effects on the recipient. When you log onto Yahoo™ and read that four auto assembly line plants are closing, it is not good news for our economy. However, on the same site, if you read about a motor compa- ny's water recycling effort targeted toward good stream management, you are usually impressed.
12. When Beck's Bicycles, Inc. volunteered to send its expert riders up mountainous terrain to res- cue a lost dog that was unable to free himself from a cliff, it received accolades not only from other bicyclists, but from the public in gener- al. Beck's marketing director insisted that the company show a video of the search and res- cue on its social media site and on-line adver-
the advertiser can more easily track who has selectively viewed the message and who has passed it along to others
more prospecting and qualifying
Salespeople are start- ing to use the Internet and other technology to do everything it takes to complete the order.
Publicity
Public Relations
tising. The effort quickly turned into an important
campaign for the firm.
13. When Marmalade's Cupcake Closet is not jammed with happy customers, one or two of its sales associates stand out front and provide
tastes of Marmalade's sumptuous goodies, in the form of miniature-sized treats. The company own- ers know that is a very powerful form of promotion.
14. When Fountain of Youth Tea Company (FYT) want- ed to secure shelf space in high-end grocery stores, it found that it had a lot of competition. In order to get the attention of retailers, FYT directed its promotion toward the consumer who desired a refreshing tea drink, as opposed to carbonated beverages. Due to a successful campaign, it com- pelled the grocers to feature it in the stores. FYT used strategy.
15. As an attorney who advocates for disabled chil- dren, Patty created a(n) to provide ex- pert opinion and other resources to a targeted group who needed her services. This promotional tool was similar to an online diary on the Web, and spread messages quickly and efficiently, sort of like word-of-mouth testimonials.
16. In a private company's accounting system, in- puts are and outputs are
.
17. A Certified Public Accountant (CPA) is
.
Sampling
Pull
Blog
transactions such as sales and payroll ex- penses; financial state- ments
an accountant who has met educational re- quirements and has passed exams estab- lished by the Ameri [Show Less]