Marketing Final Exam

A personal paid for communication between two people

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Unformatted text preview: . SALES PROMOTION consists of all marketing activities that stimulate consumer purchasing and dealer effectiveness. Examples include free samples, contests, premiums, trade shows, vacation giveaways, and coupons. PERSONAL SELLING is a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other. It involves a planned face-to-face presentation to one or more prospective purchasers for the purpose of making sales. Personal selling was initially more prevalent in the industrial goods field but now plays an important role in relationship marketing. PTS: 1 REF: 250-252 KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB Analytic MSC: BLOOMS Synthesis 3. You are the promotions manager for a new weight-loss program that is based on a lowcarbohydrate diet. Describe how you might use all four tools of the promotional mix to promote the product. ANS: Promotion tools should be directed toward a weight-conscious target audience. General examples of tools are: ADVERTISING could take place in many different media, including television, radio, newspapers, magazines, books, direct mail, billboards, and transit cards. PUBLIC RELATIONS could be used to generate publicity for the new product in the form of news items, feature articles, or sporting event sponsorship. SALES PROMOTION could include free samples, contests, premiums, trade shows, vacation giveaways, and coupons. PERSONAL SELLING may be needed to encourage wholesalers and/or retailers to carry the product. However, personal selling may not be feasible to reach a large target audience. PTS: 1 REF: 250-252 OBJ: 16-2 KEY: CB&E Model Promotion| CB&E Model Strategy TOP: AACSB Analytic MSC: BLOOMS Synthesis 4. What is the basic definition of communication? What are two forms of communication? Give specific examples of these two forms and indicate how a company could use each of them. ANS: Communication is the process by which meanings are exchanged or shared though a common set of symbols. Individuals assign meanings to feelings, ideas, facts, and attitudes. INTERPERSONAL COMMUNICATION is direct, face-to-face communication between two or more people. With this communication, people know whom they are communicating with and can respond to the other person’s reaction almost immediately. An example of this is a salesperson speaking directly with a client. MASS COMMUNICATION is the communication of a concept or message to large audiences, usually through a mass medium such as television, radio, magazine, or a newspaper. In this case, the company does not know individually the people with whom it is communicating, and there is no way to respond immediately to the consumers’ reactions. PTS: 1 REF: 252 Communication KEY: CB&E Model Strategy OBJ: 16-3 TOP: AACSB MSC: BLOOMS Synthesis 5. Draw a diagram that illustrates the communication process. ANS: See Exhibit 16.2 for an illustration. PTS: 1 REF: 252-254 Thinking KEY: CB&E Model Strategy OBJ: 16-...
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