Marketing 351 Exam 3
Questions and Complete
Solutions Graded A+
concentrates on getting all of the promotional mix elements to work together - Answer: Marketing
Communications
Advertising, Public Relations, Sales Promotions, Personal Selling & Social Media - Answer: Promotional
Mix
paid; mass communication; impersonal; increases sales in the long run; one way - Answer: Advertising
unpaid; effective but limited control; proactive communication; highly credible (ex: consumer reports) -
Answer: Public Relations
has a variety of objectives; does not build the brand but can damage the brand in the long run; gets
results more quickly - Answer: Sales Promotions
expensive; face-to-face; high impact; one-on-one but limited use - Answer: Personal Selling
long term; give-and-take; focused on working with customers as partners with extensive consultation
and follow up (product has high transaction value; custom made, few customers, buy is the later stage
of the purchase process; used a lot in Business-to-Business) - Answer: Relationship Selling
where people can go and interact together; internet based services to facilitate conversations and social
interaction... has had a dramatic impact on how markets operate... does not have a marketing focus, but
provides opportunities to marketers... consumers use it for search and evaluation. - Answer: Social
Media
Some major firms believe that educated consumers are more loyal customers. Financial planning firms
often sponsor free educational seminars on money management, retirement planning, and investing in
, the hope that the seminar participants will choose the sponsoring organization for their future financial
needs. - Answer: Consumer Education
a public relations strategy in which a company spends money to support an issue, cause, or event that is
consistent with corporate objectives, such as improving brand awareness or enhancing corporate image.
provides opportunity to display promotional messages at target venues. (Sports accounts for 70% of
spending in sponsorships) - Answer: Sponsorships
Provides info and user feedback via corporate websites and social media - Answer: Internet Websites
and Social Media
spending at a level comparable to competitors; Questionable because all companies are at different
positions and have different strategies. - Answer: Competitive Parity
Informing, Persuading, & Reminding - Answer: Promotional Goals
transition from introduction to growth stage - Answer: Informing
"you should buy MY product!" - Answer: Persuading
happens after growth stage and moves into maturity stage (remind the customer how good you are) -
Answer: Reminding
move or propel consumers through the different stages of Attention, Interest, Desire, & Action
(coupons) - Answer: AIDA Concept
Nature of Product, Stages in the Product LIfe Cycle, Type of Buying Decision, & Push and Pull Strategies -
Answer: Factors Affecting Promotional Mix
forcing the product through the channels; sales promotion (ex: promotion and trade discounts) -
Answer: Push Strategy
Questions and Complete
Solutions Graded A+
concentrates on getting all of the promotional mix elements to work together - Answer: Marketing
Communications
Advertising, Public Relations, Sales Promotions, Personal Selling & Social Media - Answer: Promotional
Mix
paid; mass communication; impersonal; increases sales in the long run; one way - Answer: Advertising
unpaid; effective but limited control; proactive communication; highly credible (ex: consumer reports) -
Answer: Public Relations
has a variety of objectives; does not build the brand but can damage the brand in the long run; gets
results more quickly - Answer: Sales Promotions
expensive; face-to-face; high impact; one-on-one but limited use - Answer: Personal Selling
long term; give-and-take; focused on working with customers as partners with extensive consultation
and follow up (product has high transaction value; custom made, few customers, buy is the later stage
of the purchase process; used a lot in Business-to-Business) - Answer: Relationship Selling
where people can go and interact together; internet based services to facilitate conversations and social
interaction... has had a dramatic impact on how markets operate... does not have a marketing focus, but
provides opportunities to marketers... consumers use it for search and evaluation. - Answer: Social
Media
Some major firms believe that educated consumers are more loyal customers. Financial planning firms
often sponsor free educational seminars on money management, retirement planning, and investing in
, the hope that the seminar participants will choose the sponsoring organization for their future financial
needs. - Answer: Consumer Education
a public relations strategy in which a company spends money to support an issue, cause, or event that is
consistent with corporate objectives, such as improving brand awareness or enhancing corporate image.
provides opportunity to display promotional messages at target venues. (Sports accounts for 70% of
spending in sponsorships) - Answer: Sponsorships
Provides info and user feedback via corporate websites and social media - Answer: Internet Websites
and Social Media
spending at a level comparable to competitors; Questionable because all companies are at different
positions and have different strategies. - Answer: Competitive Parity
Informing, Persuading, & Reminding - Answer: Promotional Goals
transition from introduction to growth stage - Answer: Informing
"you should buy MY product!" - Answer: Persuading
happens after growth stage and moves into maturity stage (remind the customer how good you are) -
Answer: Reminding
move or propel consumers through the different stages of Attention, Interest, Desire, & Action
(coupons) - Answer: AIDA Concept
Nature of Product, Stages in the Product LIfe Cycle, Type of Buying Decision, & Push and Pull Strategies -
Answer: Factors Affecting Promotional Mix
forcing the product through the channels; sales promotion (ex: promotion and trade discounts) -
Answer: Push Strategy
