Which are challenges facing direct marketers in global markets today? (select all that apply)

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Terms in this set (73)

The process a message is conveyed to others is known as:

Communication

Advertising, personal selling, and public relations r part of which element in the marketing mix?

Promotion

IMC stands for

Integrated Message Communications

In the marketing communication, the ........ refers to the company or person who has information to convey.

source

Within in the communication process, encoding could best be described as:

transforming ideas into symbols

Decoding

refers to the process by which the receiver takes a set of symbols and transform them back to an idea.

- Advertising
- Personal selling
- Public relations
- Sales promotions
- Direct Marketing
r the five elements of the.....

Promotional mix

Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor is known as:

advertising

When using the objectives and task method to determine the promotion budget, marketer must take which of the following steps:

- Determine its promotion objectives
- Determine the promotion costs for performing task.

Put the five stages that a prospective buyer goes through, known as hierarchy of effects, in order from first to last

- Awareness
- Interest
- Evaluation
- Trial
- Adoption

Direct orders

Results from offers that contain all the information to make a decision and complete the transaction.

Lead generation

Results from an offer designed to generate interest in a product and a request for more information.

Traffic generation

Results from an offer designated to motivate people to visit a business.

Which of the following are methods of setting a budget for promotion:

- Competitive parity
- All you can afford
- Objective and task

Sales promotion

refers to a short-term inducement of value to arouse interest in buying a good or service.

The two promotional strategies used by a manufacturer to assist in moving a product through the channel of distribution r known as:

- The push strategy
- The pull strategy

Introduction

to inform

Growth

To persuade

Maturity

To remind

Decline

To phaseout (eliminate, withdraw)

In the communication process, the ......... is the person who reads, hears, or sees the message.

receiver

The feedback loop in the communication process is made up of a ......... from the receiver and feedback, the interpretation of the same by the source.

response

In the percentage of the sales method of promotion budgeting, funds r allocated to promotion as a percentage of either ...............

past or anticipated sales.

Salespeople calling on wholesalers to encourage orders and providing sales assistance r typical of a .........

push strategy

The tools of the promotional mix r used primarily to do which of the following:

- To remind buyers later about the benefits they enjoyed by using the product.
- To persuade prospective buyers to try the product.

Which two of the following promotional alternative benefit from the customization interaction between the seller and a prospective buyer:

- Personal selling
- Direct marketing

While considering your competition in promotional budgeting is important, use of ............ budgeting may be not effective if u have different promotional objective that will be implemented with the different expenditures.

competitive parity

News stories, editorials, and announcement about organizations goods and services are examples of......

publicity

Personal selling

is the two way selling flow of communication between a buyer and a seller designed to influence the buyer's purchase decision.

Which two of the promotional alternative benefit from a customized interaction between the seller and a prospective buyer?

- Personal selling
- Direct marketing

Attempts to influence feelings, opinions, or beliefs held by customers and others about a company and its products r called .....

public relations

Image that a firm sends out a message in the form of a print advertisement of a product. Which of the following elements is most likely to contribute to receivers decoding the message differently?

whether or not the receiver is a user of the firm's product.
(This will impact a receiver's field of experience)

The channel of communication

is the means by which the message is conveyed to the consumer.

For a message to be communicated effectively, the sender and receiver must have a mutually shared ........... , a similar understanding and knowledge they apply to the message.

field of experience

Telephone solicitations, mail, infomercials, catalogs, and emails can all be considered part of .....

direct marketing

Which two of the following r advantages of the personal selling:

- ability to modify the message based on immediate feedback.
- Reduction in wasted coverage

Which of the following refers to the extraneous factors that can work against effective communication by distorting a message or feedback received?

Noise

In the communication process, the information sent by the source forms ...........

the message.

Which two of the following would most likely be used by a firm when its product is in the growth stage of the product life cycle?

- Personal selling that solidifies the channel of distribution.
- Advertising the stresses brand differences.

The all you can afford method of promotion budgeting has been criticized for:

not being based on the promotion sales relationship nor on the production objections.

Developing, executing, and assessing the promotional program helps an organization by ...............

prescribing a strategy approach that improve promotional decisions.

Which of the following r benefits consumer reports regarding their experience with direct marketing?

- Save time and money
- 24 hour shopping

Which two of the following would be considered part of the feedback loop in the communication process?

- A consumer uses a used car as a result of their interaction with a sales person. (ex. of a response)
- A retailer notices a increase in sales following its purchase of advertising in Sunday's paper. (ex. of feedback)

It would be considered .......... if a sales person uses so much industry jargon that a prospective buyer was unable to understand the message properly.

noise

By paying for .........., a company can control what it wants to say, when to send its message, and to some extent to whom the message is sent.

advertising

Which two of the following r disadvantages of advertising?

- Lack of direct feedback
- High absolute cost

Sales promotion 1

often stimulates sales for its duration, but gains r often temporary and sales drop off when the deal ends.

Sales promotions should not be conducted ..........; they will loose their effectiveness as customers begins to delay purchase until the promotion is offered again or question's the product's values.

continuosly

Which of the following is a particular challenge for the coordination of a consistent promotional effort?

Promotional elements r often the responsibilities of different departments.

Personal selling to provide information and support after the sale and advertising in trade publications r common promotion elements when the purchaser is:

A business buyer

Intermediaries in the marketing channel benefit from ....... through which intermediaries receive marketing advice and expertise, in addition to information about allowed markup, merchandising support, and return policies.

personal selling

Which of the following would most likely to be used by a firm when its product is in the maturity stage of the product life cycle?

Sales promotion to maintain loyalty.

Little money is spent on any type of promotion during which of the following stages of the product life cycle?

Decline

When a pharmaceutical company uses the phrase "Ask u doctor if Zetia is right for u" in its print advertising, it is an example of a ......

pull strategy

To the extent that time and money permit, the target audience for the promotion program should .............

match the target market for the firm's products.

Successful promotion design r often the result of .......

insight regarding the consumer's interest and purchasing behavior.

Which of the following activities r likely to be affected by seasonality?

scheduling the promotion

Which of the following r characteristics of an effective promotional objective?

- Designed for a well-design target audience.
- Measurable
- Covering a specified period of time.

Which of the following r challenges facing direct marketers in global markets today?

- Countries with less reliable and secure email system.
- Countries with mandatory "opt-in" requirements.
- Lack of credit and credit cards in different part of the world.

When a manufacturing direct the promotional mix at ultimate consumer to encourage them to ask the retailer for a product, and the retailer then orders it from the wholesaler it is known as a ................

pull strategy

Which of the following is a key element in any direct marketing program?

databases

Which of the following is related to the dramatic growth of direct marketing?

increasing interest in the customer relationship management.

The high cost ........ is a major disadvantage; on a cost-per-contact basis, it is generally the most expensive of the five promotional elements.

personal selling

which of the following is the ethical concern most likely to be an issue for the direct marketer?

privacy

Publicity, lobbying efforts, and press conference r some of the tools used in .........

Public relations

A marketing message may never make it to the desired receiver if an error is made in determining ......

the channel used for the message.

A tool used to evaluate a company current processes and assets such as internal communication, key audiences, databases, advertising messages, and promotion expertise is known as .....

IMC audit
Integrated Marketing Communication

The ideal execution of a promotion program involves ........ each design to allow for changes and modifications, and then ........ to evaluate the impact of each promotion and its contribution toward the objectives.

pretesting / post-testing

When manufacturers face resistance from channel members who do not want to order a new product, they may instead implement a ........ strategy to stimulate demand at the consumer level.

pull

Which of the following is the advantage of publicity?

credibility

When Ford motor company provides its Ford and Lincoln-Mercury dealers with incentives for meeting or exceeding its goals, this is an example of ........

push strategy

Push and Pull strategy assist the manufacturer in:

moving a product through the channel of distribution.

Publicity

News stories, editorials, and announcement about organization goods and services r examples of:

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