C201 BUSINESS ACUMEN III QUESTIONS & ANSWERS
consumer desire for a general product category - Answers -primary demand
desire for a specific brand - Answers -selective demand
coordination of all promotional activities—media advertising, direct mail, personal
selling, sales promotion, and public relations—to produce a unified, customer-focused
message - Answers -integrated marketing communications (IMC)
function of informing, persuading, and influencing a purchase decision - Answers -
promotion
combination of personal and non-personal selling components designed to meet the
needs of a company's target customers and effectively and efficiently communicate its
message to them - Answers -promotional mix
the most basic form of promotion: a direct person-to-person promotional presentation to
a potential buyer. - Answers -personal selling
consists of advertising, sales promotion, direct marketing, and public relations -
Answers -non-personal selling
providing information, differentiating a product, increasing sales, stabilizing sales, and
providing information about a product's value - Answers -objectives of promotional
strategy
form of promotion in which marketers attempt to establish their products in the minds of
customers by communicating to buyers meaningful distinctions about the attributes,
price, quality, or use of a good or service - Answers -positioning
form of promotion in which marketers pay placement fees to have their products
showcased in various media, ranging from newspapers and magazines to original
online television and movies - Answers -product placement
innovative, low-cost marketing efforts designed to get consumers' attention in unusual
ways - Answers -guerrilla marketing
paid non-personal communication, usually targeted at large numbers of potential buyers
- Answers -advertising
consists of messages designed to sell a particular good or service - Answers -product
advertising
, involves messages that promote concepts, ideas, philosophies, or goodwill for
industries, companies, organizations, or government entities - Answers -institutional
advertising
form of institutional advertising that promotes a specific viewpoint on a public issue as a
way to influence public opinion and the legislative process - Answers -cause
advertising
to build initial demand for a product in the introductory phase of the product life cycle -
Answers -informative advertising
attempts to improve the competitive status of a product, institution, or concept, usually
in the growth and maturity stages of the product life cycle - Answers -persuasive
advertising
often appears in the late maturity or decline stages of the product life cycle to maintain
awareness of the importance and usefulness of a product, concept, or institution -
Answers -reminder oriented advertising
television, internet, newspapers, outdoor, radio, magazines, mail, and cinema -
Answers -advertising media
involves providing funds for a sporting or cultural event in exchange for a direct
association with the event - Answers -sponsorship
form of broadcast direct marketing; 30-minute programs that resemble regular TV
programs, but are devoted to selling goods or services - Answers -infomercials
consists of types of promotion such as coupons, product samples, and rebates that
support advertising and personal selling - Answers -sales promotion
items given free or at a reduced price with the purchase of another product - Answers -
premiums
price discounts when they purchase the promoted products - Answers -coupons
such as frequent buyer rewards, build long-term relationships between companies and
their customers. With repeat purchases, shoppers receive discounts—and even
freebies - Answers -loyalty programs
offer cash back to consumers who previously would mail in required proofs of purchase
- Answers -rebates
a gift of a product distributed by mail, door to door, during a demonstration, or inside
packages of another product - Answers -sample
consumer desire for a general product category - Answers -primary demand
desire for a specific brand - Answers -selective demand
coordination of all promotional activities—media advertising, direct mail, personal
selling, sales promotion, and public relations—to produce a unified, customer-focused
message - Answers -integrated marketing communications (IMC)
function of informing, persuading, and influencing a purchase decision - Answers -
promotion
combination of personal and non-personal selling components designed to meet the
needs of a company's target customers and effectively and efficiently communicate its
message to them - Answers -promotional mix
the most basic form of promotion: a direct person-to-person promotional presentation to
a potential buyer. - Answers -personal selling
consists of advertising, sales promotion, direct marketing, and public relations -
Answers -non-personal selling
providing information, differentiating a product, increasing sales, stabilizing sales, and
providing information about a product's value - Answers -objectives of promotional
strategy
form of promotion in which marketers attempt to establish their products in the minds of
customers by communicating to buyers meaningful distinctions about the attributes,
price, quality, or use of a good or service - Answers -positioning
form of promotion in which marketers pay placement fees to have their products
showcased in various media, ranging from newspapers and magazines to original
online television and movies - Answers -product placement
innovative, low-cost marketing efforts designed to get consumers' attention in unusual
ways - Answers -guerrilla marketing
paid non-personal communication, usually targeted at large numbers of potential buyers
- Answers -advertising
consists of messages designed to sell a particular good or service - Answers -product
advertising
, involves messages that promote concepts, ideas, philosophies, or goodwill for
industries, companies, organizations, or government entities - Answers -institutional
advertising
form of institutional advertising that promotes a specific viewpoint on a public issue as a
way to influence public opinion and the legislative process - Answers -cause
advertising
to build initial demand for a product in the introductory phase of the product life cycle -
Answers -informative advertising
attempts to improve the competitive status of a product, institution, or concept, usually
in the growth and maturity stages of the product life cycle - Answers -persuasive
advertising
often appears in the late maturity or decline stages of the product life cycle to maintain
awareness of the importance and usefulness of a product, concept, or institution -
Answers -reminder oriented advertising
television, internet, newspapers, outdoor, radio, magazines, mail, and cinema -
Answers -advertising media
involves providing funds for a sporting or cultural event in exchange for a direct
association with the event - Answers -sponsorship
form of broadcast direct marketing; 30-minute programs that resemble regular TV
programs, but are devoted to selling goods or services - Answers -infomercials
consists of types of promotion such as coupons, product samples, and rebates that
support advertising and personal selling - Answers -sales promotion
items given free or at a reduced price with the purchase of another product - Answers -
premiums
price discounts when they purchase the promoted products - Answers -coupons
such as frequent buyer rewards, build long-term relationships between companies and
their customers. With repeat purchases, shoppers receive discounts—and even
freebies - Answers -loyalty programs
offer cash back to consumers who previously would mail in required proofs of purchase
- Answers -rebates
a gift of a product distributed by mail, door to door, during a demonstration, or inside
packages of another product - Answers -sample
