CSUF MKTG 351 Final Exam Review |\ |\ |\ |\ |\ |\
questions with answers |\ |\
Promotional Mix - CORRECT ANSWERS ✔✔1) advertising |\ |\ |\ |\ |\ |\
2) public relations
|\ |\
3) sales promotions
|\ |\
4) personal selling
|\ |\
5) social media
|\ |\
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 to elicit a particular
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
response; main goal is to convince buyers that the products offer
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
competitive advantage
|\ |\
advertising - CORRECT ANSWERS ✔✔mass communication, high
|\ |\ |\ |\ |\ |\ |\
control, relatively low cost per customer, low credibility
|\ |\ |\ |\ |\ |\ |\
public relations - CORRECT ANSWERS ✔✔unpaid, effective,
|\ |\ |\ |\ |\ |\ |\
limited control, higher credibility
|\ |\ |\
,sales promotion - CORRECT ANSWERS ✔✔all non-advertising and
|\ |\ |\ |\ |\ |\ |\ |\
public relations activities that focus on promoting sales; typically
|\ |\ |\ |\ |\ |\ |\ |\ |\
short-term although may have spillover long-term effect;
|\ |\ |\ |\ |\ |\ |\
intended to induce product trial and additional sales
|\ |\ |\ |\ |\ |\ |\
personal selling - CORRECT ANSWERS ✔✔in-person selling, more
|\ |\ |\ |\ |\ |\ |\ |\
costly; more effective; works well for high cost items; aimed to
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
inform and influence customers
|\ |\ |\
social media - CORRECT ANSWERS ✔✔recent addition to
|\ |\ |\ |\ |\ |\ |\ |\
promotional mix, shift of control of communication efforts to
|\ |\ |\ |\ |\ |\ |\ |\ |\
consumers
Integrated Marketing Communications (IMC) - CORRECT
|\ |\ |\ |\ |\ |\
ANSWERS ✔✔aims to align all elements of the promotional mix
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
for the best possible results
|\ |\ |\ |\
marketing communication - CORRECT ANSWERS ✔✔the process
|\ |\ |\ |\ |\ |\ |\
by which marketers impress on the buyers the value that their
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
products have to offer |\ |\ |\
Promotional Goals - CORRECT ANSWERS ✔✔informing (early |\ |\ |\ |\ |\ |\ |\
stages), persuading (late intro/ early maturity), reminding (later
|\ |\ |\ |\ |\ |\ |\ |\
stages), connecting (ongoing)
|\ |\
AIDA concept - CORRECT ANSWERS ✔✔Attention: gain awareness
|\ |\ |\ |\ |\ |\ |\
of target market
|\ |\ |\
Interest: create appealing message for target market
|\ |\ |\ |\ |\ |\
, Desire: convince to create preference for
|\ |\ |\ |\ |\
Action: communication should have call to action- go out and buy
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
it
|\
factors affecting promotional mix - CORRECT ANSWERS ✔✔-
|\ |\ |\ |\ |\ |\ |\
nature of the product|\ |\ |\
-stages in the product life cycle
|\ |\ |\ |\ |\
-type of buying decision
|\ |\ |\
-push and pull strategies
|\ |\ |\
nature of the product - CORRECT ANSWERS ✔✔mass media
|\ |\ |\ |\ |\ |\ |\ |\ |\
(advertising) will work well for mass produced, consumer |\ |\ |\ |\ |\ |\ |\ |\
products where personal selling will work better for customized,
|\ |\ |\ |\ |\ |\ |\ |\ |\
business products |\
Stages of Product Life Cycle - CORRECT ANSWERS ✔✔early stage:
|\ |\ |\ |\ |\ |\ |\ |\ |\
advertising/public relation for awareness and sales promotion to
|\ |\ |\ |\ |\ |\ |\ |\ |\
induce trial |\ |\
growth stage: advertising and public relations for establishing
|\ |\ |\ |\ |\ |\ |\ |\
differential advantage, reduce sales promotion |\ |\ |\ |\
maturity stage: persuasive reminder advertising and sales
|\ |\ |\ |\ |\ |\ |\
promotion to increase sales |\ |\ |\
decline stage: advertising reduced, personal selling efforts
|\ |\ |\ |\ |\ |\ |\
continue
Type of Buying Decision - CORRECT ANSWERS ✔✔simple/routine:
|\ |\ |\ |\ |\ |\ |\ |\
require no deliberation, reminder advertising and sales promotion
|\ |\ |\ |\ |\ |\ |\
can be very effective
|\ |\ |\ |\
questions with answers |\ |\
Promotional Mix - CORRECT ANSWERS ✔✔1) advertising |\ |\ |\ |\ |\ |\
2) public relations
|\ |\
3) sales promotions
|\ |\
4) personal selling
|\ |\
5) social media
|\ |\
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 to elicit a particular
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
response; main goal is to convince buyers that the products offer
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
competitive advantage
|\ |\
advertising - CORRECT ANSWERS ✔✔mass communication, high
|\ |\ |\ |\ |\ |\ |\
control, relatively low cost per customer, low credibility
|\ |\ |\ |\ |\ |\ |\
public relations - CORRECT ANSWERS ✔✔unpaid, effective,
|\ |\ |\ |\ |\ |\ |\
limited control, higher credibility
|\ |\ |\
,sales promotion - CORRECT ANSWERS ✔✔all non-advertising and
|\ |\ |\ |\ |\ |\ |\ |\
public relations activities that focus on promoting sales; typically
|\ |\ |\ |\ |\ |\ |\ |\ |\
short-term although may have spillover long-term effect;
|\ |\ |\ |\ |\ |\ |\
intended to induce product trial and additional sales
|\ |\ |\ |\ |\ |\ |\
personal selling - CORRECT ANSWERS ✔✔in-person selling, more
|\ |\ |\ |\ |\ |\ |\ |\
costly; more effective; works well for high cost items; aimed to
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
inform and influence customers
|\ |\ |\
social media - CORRECT ANSWERS ✔✔recent addition to
|\ |\ |\ |\ |\ |\ |\ |\
promotional mix, shift of control of communication efforts to
|\ |\ |\ |\ |\ |\ |\ |\ |\
consumers
Integrated Marketing Communications (IMC) - CORRECT
|\ |\ |\ |\ |\ |\
ANSWERS ✔✔aims to align all elements of the promotional mix
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
for the best possible results
|\ |\ |\ |\
marketing communication - CORRECT ANSWERS ✔✔the process
|\ |\ |\ |\ |\ |\ |\
by which marketers impress on the buyers the value that their
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
products have to offer |\ |\ |\
Promotional Goals - CORRECT ANSWERS ✔✔informing (early |\ |\ |\ |\ |\ |\ |\
stages), persuading (late intro/ early maturity), reminding (later
|\ |\ |\ |\ |\ |\ |\ |\
stages), connecting (ongoing)
|\ |\
AIDA concept - CORRECT ANSWERS ✔✔Attention: gain awareness
|\ |\ |\ |\ |\ |\ |\
of target market
|\ |\ |\
Interest: create appealing message for target market
|\ |\ |\ |\ |\ |\
, Desire: convince to create preference for
|\ |\ |\ |\ |\
Action: communication should have call to action- go out and buy
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
it
|\
factors affecting promotional mix - CORRECT ANSWERS ✔✔-
|\ |\ |\ |\ |\ |\ |\
nature of the product|\ |\ |\
-stages in the product life cycle
|\ |\ |\ |\ |\
-type of buying decision
|\ |\ |\
-push and pull strategies
|\ |\ |\
nature of the product - CORRECT ANSWERS ✔✔mass media
|\ |\ |\ |\ |\ |\ |\ |\ |\
(advertising) will work well for mass produced, consumer |\ |\ |\ |\ |\ |\ |\ |\
products where personal selling will work better for customized,
|\ |\ |\ |\ |\ |\ |\ |\ |\
business products |\
Stages of Product Life Cycle - CORRECT ANSWERS ✔✔early stage:
|\ |\ |\ |\ |\ |\ |\ |\ |\
advertising/public relation for awareness and sales promotion to
|\ |\ |\ |\ |\ |\ |\ |\ |\
induce trial |\ |\
growth stage: advertising and public relations for establishing
|\ |\ |\ |\ |\ |\ |\ |\
differential advantage, reduce sales promotion |\ |\ |\ |\
maturity stage: persuasive reminder advertising and sales
|\ |\ |\ |\ |\ |\ |\
promotion to increase sales |\ |\ |\
decline stage: advertising reduced, personal selling efforts
|\ |\ |\ |\ |\ |\ |\
continue
Type of Buying Decision - CORRECT ANSWERS ✔✔simple/routine:
|\ |\ |\ |\ |\ |\ |\ |\
require no deliberation, reminder advertising and sales promotion
|\ |\ |\ |\ |\ |\ |\
can be very effective
|\ |\ |\ |\
