MKTG 3010 FINAL EXAM REVIEW
PERSONAL SELLING - Answers - direct spoken communication between sellers and
potential customers, usually in person but sometimes over the telephone or even via a
videoconference over the Internet.
MASS SELLING - Answers - communicating with large numbers of potential customers
at the same time.
ADVERTISING - Answers - any paid form of nonpersonal presentation of ideas, goods,
or services by an identified sponsor.
SALES PROMOTION - Answers - those promotion activities—other than advertising,
publicity, and personal selling—that stimulate interest, trial, or purchase by final
customers or others in the channel.
PUBLICITY - Answers - any unpaid form of nonpersonal presentation of ideas, goods,
or services.
Less is spent on advertising than personal selling or sales promotion
SALES MANAGERS - Answers - managers concerned with managing personal selling.
· Advertising managers work with ads and agencies
ADVERTISING MANAGERS - Answers - managers of their company's mass-selling
effort in television, newspapers, magazines, and other media.
SALES PROMOTION MANAGERS - Answers - managers of their company's sales
promotion effort.
PUBLIC RELATIONS - Answers - communication with noncustomers—including labor,
public interest groups, stockholders, and the government.
INTEGRATED MARKETING COMMUNICATIONS - Answers - the intentional
coordination of every communication from a firm to a target customer to convey a
consistent and complete message.
THE AIDA MODEL - Answers - consists of four promotion jobs: (1) to get Attention, (2)
to hold Interest, (3) to arouse Desire, and (4) to obtain Action.
COMMUNICATION PROCESS - Answers - · Communication starts with a trusted
source and a receiver; a source trying to reach a receiver with a message.
SOURCE - Answers - the sender of a message.
, RECEIVER - Answers - the target of a message in the communication process, usually
a potential customer.
NOISE - Answers - any distraction that reduces the effectiveness of the communication
process.
· Encoding and decoding depend on a common frame of reference
ENCODING - Answers - the source in the communication process deciding what it
wants to say and translating it into words or symbols that will have the same meaning to
the receiver.
DECODING - Answers - the receiver in the communication process translating the
message.
MESSAGE CHANNEL - Answers - the carrier of the message.
PUSHING - Answers - using normal promotion effort—personal selling, advertising, and
sales promotion—to help sell the whole marketing mix to possible channel members.
Promotion to intermediaries emphasizes personal selling and sales promotion
PULLING POLICY - Answers - customer demand pulls the product through the channel
PULLING - Answers - using promotion to get consumers to ask intermediaries for the
product.
ADOPTION CURVE - Answers - shows when different groups accept ideas.
INNOVATORS - Answers - the first group to adopt new products.
EARLY ADOPTERS - Answers - the second group in the adoption curve to adopt a new
product; these people are usually well respected by their peers and often are opinion
leaders.
EARLY MAJORITY - Answers - a group in the adoption curve that avoids risk and waits
to consider a new idea until many early adopters try it and like it.
LATE MAJORITY - Answers - a group of adopters who are cautious about new ideas.
LAGGARDS or NONADOPTERS - Answers - prefer to do things the way they have
been done in the past and are very suspicious of new ideas.
PRIMARY DEMAND - Answers - demand for the general product idea, not just the
company's own brand.
PERSONAL SELLING - Answers - direct spoken communication between sellers and
potential customers, usually in person but sometimes over the telephone or even via a
videoconference over the Internet.
MASS SELLING - Answers - communicating with large numbers of potential customers
at the same time.
ADVERTISING - Answers - any paid form of nonpersonal presentation of ideas, goods,
or services by an identified sponsor.
SALES PROMOTION - Answers - those promotion activities—other than advertising,
publicity, and personal selling—that stimulate interest, trial, or purchase by final
customers or others in the channel.
PUBLICITY - Answers - any unpaid form of nonpersonal presentation of ideas, goods,
or services.
Less is spent on advertising than personal selling or sales promotion
SALES MANAGERS - Answers - managers concerned with managing personal selling.
· Advertising managers work with ads and agencies
ADVERTISING MANAGERS - Answers - managers of their company's mass-selling
effort in television, newspapers, magazines, and other media.
SALES PROMOTION MANAGERS - Answers - managers of their company's sales
promotion effort.
PUBLIC RELATIONS - Answers - communication with noncustomers—including labor,
public interest groups, stockholders, and the government.
INTEGRATED MARKETING COMMUNICATIONS - Answers - the intentional
coordination of every communication from a firm to a target customer to convey a
consistent and complete message.
THE AIDA MODEL - Answers - consists of four promotion jobs: (1) to get Attention, (2)
to hold Interest, (3) to arouse Desire, and (4) to obtain Action.
COMMUNICATION PROCESS - Answers - · Communication starts with a trusted
source and a receiver; a source trying to reach a receiver with a message.
SOURCE - Answers - the sender of a message.
, RECEIVER - Answers - the target of a message in the communication process, usually
a potential customer.
NOISE - Answers - any distraction that reduces the effectiveness of the communication
process.
· Encoding and decoding depend on a common frame of reference
ENCODING - Answers - the source in the communication process deciding what it
wants to say and translating it into words or symbols that will have the same meaning to
the receiver.
DECODING - Answers - the receiver in the communication process translating the
message.
MESSAGE CHANNEL - Answers - the carrier of the message.
PUSHING - Answers - using normal promotion effort—personal selling, advertising, and
sales promotion—to help sell the whole marketing mix to possible channel members.
Promotion to intermediaries emphasizes personal selling and sales promotion
PULLING POLICY - Answers - customer demand pulls the product through the channel
PULLING - Answers - using promotion to get consumers to ask intermediaries for the
product.
ADOPTION CURVE - Answers - shows when different groups accept ideas.
INNOVATORS - Answers - the first group to adopt new products.
EARLY ADOPTERS - Answers - the second group in the adoption curve to adopt a new
product; these people are usually well respected by their peers and often are opinion
leaders.
EARLY MAJORITY - Answers - a group in the adoption curve that avoids risk and waits
to consider a new idea until many early adopters try it and like it.
LATE MAJORITY - Answers - a group of adopters who are cautious about new ideas.
LAGGARDS or NONADOPTERS - Answers - prefer to do things the way they have
been done in the past and are very suspicious of new ideas.
PRIMARY DEMAND - Answers - demand for the general product idea, not just the
company's own brand.
