p 466 A product characteristic known as is relevant to promotional mix

P 466 a product characteristic known as is relevant

  • Rutgers University
  • MARKETING 301
  • Notes
  • bigbobsnotes
  • 214
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(p. 466) A product characteristic known as __________ is relevant to promotional mix decisions and has financial, social, and physical components. A. risk B. complexity C. ancillary services D. empathy E. synergy Text term definition—risk AACSB: 3 Learning Objective: 18-03 Select the promotional approach appropriate to a product's target audience; life-cycle stage; and characteristics as well as stages of the buying decision; and channel strategies 162. (p. 467) In terms of product, the greater the risk the greater the need for __________ as a key element of the promotional mix. A. advertising B. personal selling C. sales promotion D. publicity E. advertising and public relations Although advertising helps, the greater the risk, the greater the need for personal selling. AACSB: 3 Learning Objective: 18-03 Select the promotional approach appropriate to a product's target audience; life-cycle stage; and characteristics as well as stages of the buying decision; and channel strategies 18-159
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Chapter 18 - Integrated Marketing Communications and Direct Marketing 163. (p. 466) With regard to a product for which a promotional mix is being developed, risk A. refers to the degree of service or support required after the sale. B. can be assessed in terms of financial, social, and physical aspects. C. refers to the technical sophistication of the product and hence the amount of understanding required to use it. D. in a product means that there should be less emphasis on personal selling. E. is irrelevant. Text term definition—risk AACSB: 3 Learning Objective: 18-03 Select the promotional approach appropriate to a product's target audience; life-cycle stage; and characteristics as well as stages of the buying decision; and channel strategies 164. (p. 467) With many industrial products and consumer purchases, ancillary services play an important role in the promotional mix. The role of __________is important to establish the seller's reputation and __________ can be used to describe how a product or service can be customized to individual needs, however, __________is essential for building buyer confidence and providing evidence of customer service. A. direct marketing; advertising, personal selling B. personal selling, advertising; direct marketing C. advertising; direct marketing, personal selling D. publicity; sales promotion, advertising E. public relations; direct marketing; direct marketing Advertising's role is to establish the seller's reputation. Direct marketing can be used to describe how a product or service can be customized to individual needs. However, personal selling is essential to build buyer confidence and provide evidence of customer service. AACSB: 3 Learning Objective: 18-03 Select the promotional approach appropriate to a product's target audience; life-cycle stage; and characteristics as well as stages of the buying decision; and channel strategies 18-160
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Chapter 18 - Integrated Marketing Communications and Direct Marketing 165.
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  • Spring '08
  • YENIYURT
  • Marketing, Integrated Marketing Communications and Direct Marketing

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