MKTG 3340 Final - SMU Questions with
Verified Correct 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
Verified Correct 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
