MKTG 400 Test exam with answers
graded 100%
Retailing - ANS✅✅consists of all activities involved in selling, renting, and providing products and
services to ultimate consumers for personal, family, or household use.
Form of ownership - ANS✅✅distinguishes retail outlets based on whether independent retailers,
corporate chains, or contractual systems owe the outlet
Chapter 17 - ANS✅✅Integrating Marketing Communications and Direct Marketing
Integrated Marketing Communications* - ANS✅✅IMC - the concept of designing marketing
communications programs that coordinate all promotional activities - advertising, personal selling,
sales promotion, public relations, and direct marketing - to provide a consistent message across all
audiences
Communication - ANS✅✅the process of conveying a message to others; it requires six elements: a
source, a message, a channel of communication, a receiver, and the processes of encoding and
decoding
Promotional Mix* - ANS✅✅is the combination of one or more communication tools used to: 1.
inform prospective buyers about the benefits of the product 2. persuade them to try it and 3. remind
them later about the benefits they enjoyed by using the product
Source - ANS✅✅a company or person who has information to convey during the communication
process
Message - ANS✅✅consists of the information sent by a source to a receiver during the
communication process
Sales Promotion - ANS✅✅Ex. Coupon - incentives to buy
Personal Selling - ANS✅✅Customized: Sales person - helps you through the sales process
, The Five Promotional Elements
Figure 17-2 - ANS✅✅Know: Mass/Customized, Paid/unpaid
Developing the Promotional Mix - ANS✅✅Slide 14
Product Life Cycle - ANS✅✅Slide 16 - Figure 17-3
Product Characteristics Help Determine the Promotional Mix Elements: - ANS✅✅Slide 18
Push Strategy - ANS✅✅
Pull Strategy - ANS✅✅
Two strategies on how to use promotion - ANS✅✅1. Push Strategy
2. Pull Strategy
Figure 17-5
Promotional Decision Process - ANS✅✅Slide 23
Slide 24 - ANS✅✅
Hierarcy of effects - ANS✅✅slide 25
Budget Approaches - ANS✅✅
Developing an IMC Program - ANS✅✅slide 29
Direct Marketing - ANS✅✅slide 31
Direct Order - ANS✅✅
graded 100%
Retailing - ANS✅✅consists of all activities involved in selling, renting, and providing products and
services to ultimate consumers for personal, family, or household use.
Form of ownership - ANS✅✅distinguishes retail outlets based on whether independent retailers,
corporate chains, or contractual systems owe the outlet
Chapter 17 - ANS✅✅Integrating Marketing Communications and Direct Marketing
Integrated Marketing Communications* - ANS✅✅IMC - the concept of designing marketing
communications programs that coordinate all promotional activities - advertising, personal selling,
sales promotion, public relations, and direct marketing - to provide a consistent message across all
audiences
Communication - ANS✅✅the process of conveying a message to others; it requires six elements: a
source, a message, a channel of communication, a receiver, and the processes of encoding and
decoding
Promotional Mix* - ANS✅✅is the combination of one or more communication tools used to: 1.
inform prospective buyers about the benefits of the product 2. persuade them to try it and 3. remind
them later about the benefits they enjoyed by using the product
Source - ANS✅✅a company or person who has information to convey during the communication
process
Message - ANS✅✅consists of the information sent by a source to a receiver during the
communication process
Sales Promotion - ANS✅✅Ex. Coupon - incentives to buy
Personal Selling - ANS✅✅Customized: Sales person - helps you through the sales process
, The Five Promotional Elements
Figure 17-2 - ANS✅✅Know: Mass/Customized, Paid/unpaid
Developing the Promotional Mix - ANS✅✅Slide 14
Product Life Cycle - ANS✅✅Slide 16 - Figure 17-3
Product Characteristics Help Determine the Promotional Mix Elements: - ANS✅✅Slide 18
Push Strategy - ANS✅✅
Pull Strategy - ANS✅✅
Two strategies on how to use promotion - ANS✅✅1. Push Strategy
2. Pull Strategy
Figure 17-5
Promotional Decision Process - ANS✅✅Slide 23
Slide 24 - ANS✅✅
Hierarcy of effects - ANS✅✅slide 25
Budget Approaches - ANS✅✅
Developing an IMC Program - ANS✅✅slide 29
Direct Marketing - ANS✅✅slide 31
Direct Order - ANS✅✅
