marketing exam 3 flashcards

marketing exam 3 flashcards - Question A Question B _ is...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
Question A Question B _____ is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit response. _____ _____ is the plan for using the elements of promotion-- advertising, public relations, sales promotion, and personal selling—to meet the firm’s overall objectives and marketing goals.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Answer B Answer A ____ ____ is one or more unique aspects of an organization that causes target consumers to patronize that firm rather than competitors. ____ ______ is The combination of promotional tools—including advertising, public relations, personal selling, and sales promotion—used to reach the target market and fulfill the organization’s overall goals. The elements of the promotional mix include: ____ is a form of impersonal, one-way mass communication paid for by the source/marketer. ____ ____ is the function of promotion concerned with a firm’s public image. The marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance. Promotional Strategy Promotion
Background image of page 2
Question A Question B Promotional Mix Competitive Advantage Advertising Advertising Public relations Sales promotion Personal selling Public relations Public relations Firms can’t buy good ___, but they can take steps to create a positive company image. Public information about a company, product, service, or issue appearing in the mass media as a news item.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Answer B Answer A ____ ____ is typically used to back up other components of the promotional mix by stimulating immediate demand. Marketing activities—other than personal selling, advertising, and public relations— that stimulate consumer buying and dealer effectiveness. ___ ___ typically involves direct communication, in person, or by telephone; the seller tries to initiate a purchase by informing and persuading one or more potential buyers. A purchase situation involving a personal paid-for communication between two people in an attempt to influence each other. Process by which we exchange or share meaning through a common set of symbols. When an organization or individual has a message it wishes to convey to a target audience, it _____ that message using ___ &______ familiar to the intended receiver and sends the message through a ______ of ______. publicity Publicity
Background image of page 4
Question B Sales promotion Sales promotion Personal selling Personal selling ENCODES the message CHANNEL of COMMUNICATION communication _____ in the transmition channel distorts the source’s intended message. _____ occurs if the message falls within
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 98

marketing exam 3 flashcards - Question A Question B _ is...

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online