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Unformatted text preview: MKT 301 FORTH EXAM ESSAY HELP DR. SEKELY The following are the list of questions from which the two essays will be selected for the forth exam. 1- List the key elements of the communication process (with respect to decision-making). Briefly describe each. -Source – maybe a company or person who has information to convey-Message-Channel of communication (Vehicle)-Receiver (Audience) -Process of Encoding & Decoding (Behavior) 2- How does the choice of (one of the following) behavior, audience, vehicle, message, affect the choice of one of the following) behavior, audience, vehicle, message, source? 3- What are the advantages and disadvantages of using (one of the following) advertising personal selling, public relations, sales promotion in the promotional mix? Sales Promotion: Advantages:- Effective at changing behavior in short run- Very flexible Disadvantages:- Easily abused- Can lead to promotion wars- Easily duplicated 4- Compare push and pull strategies as alternative promotional methods of moving a product through a channel of distribution. Push Strategy: Directing the promotional mix to channel members to encourage them to order and stock a product Pull Strategy: Directing the promotional mix at ultimate consumers to encourage them to ask the...
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This note was uploaded on 02/13/2009 for the course MKT 301 taught by Professor Sekely during the Spring '08 term at University of Dayton.
- Spring '08