MKTG 3340 Exam #1 Question with verified answers
What are Some Errors in Communication? - √√sources may not adequately
transform the abstract idea into an effective set of symbols
a properly encoded message may be first sent through the wrong channel and
never make it to the intended receiver
the receiver may not properly transform the set of symbols into the correct
abstract idea
feedback may be so delayed or distorted that it is of no use it the sender
Encoding - √√process of having the sender transform an idea into a set of symbols
Decoding - √√process of having the receiver take a set of symbols, the message,
and transform them into an idea
for effective communication you need.. - √√a mutually shared field of experience
(something that connects the user and reader, usually culturally understood)
Response and Feedback
Advertising - √√any PAID form of NON-PERSONAL communication about an
organization, product, idea, or service by an identified sponsor
,Sales Promotion - √√A short term inducement of value offered to arouse interest
in buying a certain product/service
What are some advantages and disadvantages of Sales Promotion? -
√√Advantages: effective at changing behavior in short run. flexible
Disadvantages: easily abused and duplicated. can lead to promotion wars
Personal Selling - √√two way flow of communication between a buyer and a seller
designed to influence a person/groups purchase decision
usually face to face
What are some advantages and disadvantages of Personal Selling? -
√√Advantages: can control who is being communicated with, reducing wasted
coverage. Seller can modify message based on intermediate consumer feedback.
Immediate feedback
Disadvantages: Flexibility can result in unorganized/ not universal message. very
costly
Product Life Cycle - √√introduction
growth
maturity
decline
, Introduction Stage - √√Informing consumers in an effort to increase their
awareness.
Uses all of the promotional elements (focus on advertising)
Growth Stage - √√Persuade the consumer to buy the product rather than
substitutes, so the marketing manager seeks to gain brand loyalty and solidify
distribution
Takes focus off of sales promotions and publicity
Maturity Stage - √√Maintain existing buyers
Focus on sales promotions
Decline Stage - √√A period of phase out for the product.
Little money spent on the promotional elements.
3 Categories for Product Characteristics - √√1.Compatibility
2.Risk
3.Ancillary Services
Compatibility - √√technical sophistication of the product and the amount of
understanding required to use it.
(product characteristic)
Risk - √√Financial, social, and/or physical risks by the products purchase.
Greater the risk, the greater the need for personal selling is
What are Some Errors in Communication? - √√sources may not adequately
transform the abstract idea into an effective set of symbols
a properly encoded message may be first sent through the wrong channel and
never make it to the intended receiver
the receiver may not properly transform the set of symbols into the correct
abstract idea
feedback may be so delayed or distorted that it is of no use it the sender
Encoding - √√process of having the sender transform an idea into a set of symbols
Decoding - √√process of having the receiver take a set of symbols, the message,
and transform them into an idea
for effective communication you need.. - √√a mutually shared field of experience
(something that connects the user and reader, usually culturally understood)
Response and Feedback
Advertising - √√any PAID form of NON-PERSONAL communication about an
organization, product, idea, or service by an identified sponsor
,Sales Promotion - √√A short term inducement of value offered to arouse interest
in buying a certain product/service
What are some advantages and disadvantages of Sales Promotion? -
√√Advantages: effective at changing behavior in short run. flexible
Disadvantages: easily abused and duplicated. can lead to promotion wars
Personal Selling - √√two way flow of communication between a buyer and a seller
designed to influence a person/groups purchase decision
usually face to face
What are some advantages and disadvantages of Personal Selling? -
√√Advantages: can control who is being communicated with, reducing wasted
coverage. Seller can modify message based on intermediate consumer feedback.
Immediate feedback
Disadvantages: Flexibility can result in unorganized/ not universal message. very
costly
Product Life Cycle - √√introduction
growth
maturity
decline
, Introduction Stage - √√Informing consumers in an effort to increase their
awareness.
Uses all of the promotional elements (focus on advertising)
Growth Stage - √√Persuade the consumer to buy the product rather than
substitutes, so the marketing manager seeks to gain brand loyalty and solidify
distribution
Takes focus off of sales promotions and publicity
Maturity Stage - √√Maintain existing buyers
Focus on sales promotions
Decline Stage - √√A period of phase out for the product.
Little money spent on the promotional elements.
3 Categories for Product Characteristics - √√1.Compatibility
2.Risk
3.Ancillary Services
Compatibility - √√technical sophistication of the product and the amount of
understanding required to use it.
(product characteristic)
Risk - √√Financial, social, and/or physical risks by the products purchase.
Greater the risk, the greater the need for personal selling is
