MKTG 3340 FINAL – SMU QUESTIONS WITH VERIFIED
ACCURATE ANSWERS
What are Some Errors in Communication? - Answers - sources may not adequately
transform the abstract idea into an effective set of symbols
A properly encoded message may be first sent through the wrong channel and never
make it to the intended receiver
The receiver may not properly transform the set of symbols into the correct abstract
idea
Feedback may be so delayed or distorted that it is of no use it the sender
Encoding - Answers - process of having the sender transform an idea into a set of
symbols
Decoding - Answers - process of having the receiver take a set of symbols, the
message, and transform them into an idea
For effective communication you need.. - Answers - a mutually shared field of
experience (something that connects the user and reader, usually culturally understood)
Response and Feedback
Advertising - Answers - any PAID form of NON-PERSONAL communication about an
organization, product, idea, or service by an identified sponsor
Sales Promotion - Answers - A short term inducement of value offered to arouse
interest in buying a certain product/service
What are some advantages and disadvantages of Sales Promotion? - Answers -
Advantages: effective at changing behavior in short run. Flexible
Disadvantages: easily abused and duplicated. Can lead to promotion wars
Personal Selling - Answers - two way flow of communication between a buyer and a
seller designed to influence a person/groups purchase decision
Usually face to face
What are some advantages and disadvantages of Personal Selling? - Answers -
Advantages: can control who is being communicated with, reducing wasted coverage.
, Seller can modify message based on intermediate consumer feedback. Immediate
feedback
Disadvantages: Flexibility can result in unorganized/ not universal message. Very costly
Product Life Cycle - Answers - introduction
Growth
Maturity
Decline
Introduction Stage - Answers - Informing consumers in an effort to increase their
awareness.
Uses all of the promotional elements (focus on advertising)
Growth Stage - Answers - Persuade the consumer to buy the product rather than
substitutes, so the marketing manager seeks to gain brand loyalty and solidify
distribution
Takes focus off of sales promotions and publicity
Maturity Stage - Answers - Maintain existing buyers
Focus on sales promotions
Decline Stage - Answers - A period of phase out for the product.
Little money spent on the promotional elements.
3 Categories for Product Characteristics - Answers - 1.Compatibility
2.Risk
3.Ancillary Services
Compatibility - Answers - technical sophistication of the product and the amount of
understanding required to use it.
(product characteristic)
Risk - Answers - Financial, social, and/or physical risks by the products purchase.
Greater the risk, the greater the need for personal selling is
(product characteristic)
Ancillary Services - Answers - the degree of service or support required after the sale.
Common to many industrial products and consumer purchases.
Personal selling is essential to build buyer confidence.
(product characteristic)
Channel Strategies - Answers - Achieving control of the channel flow from product to
intermediaries and ultimately to consumers.
Push & Pull
ACCURATE ANSWERS
What are Some Errors in Communication? - Answers - sources may not adequately
transform the abstract idea into an effective set of symbols
A properly encoded message may be first sent through the wrong channel and never
make it to the intended receiver
The receiver may not properly transform the set of symbols into the correct abstract
idea
Feedback may be so delayed or distorted that it is of no use it the sender
Encoding - Answers - process of having the sender transform an idea into a set of
symbols
Decoding - Answers - process of having the receiver take a set of symbols, the
message, and transform them into an idea
For effective communication you need.. - Answers - a mutually shared field of
experience (something that connects the user and reader, usually culturally understood)
Response and Feedback
Advertising - Answers - any PAID form of NON-PERSONAL communication about an
organization, product, idea, or service by an identified sponsor
Sales Promotion - Answers - A short term inducement of value offered to arouse
interest in buying a certain product/service
What are some advantages and disadvantages of Sales Promotion? - Answers -
Advantages: effective at changing behavior in short run. Flexible
Disadvantages: easily abused and duplicated. Can lead to promotion wars
Personal Selling - Answers - two way flow of communication between a buyer and a
seller designed to influence a person/groups purchase decision
Usually face to face
What are some advantages and disadvantages of Personal Selling? - Answers -
Advantages: can control who is being communicated with, reducing wasted coverage.
, Seller can modify message based on intermediate consumer feedback. Immediate
feedback
Disadvantages: Flexibility can result in unorganized/ not universal message. Very costly
Product Life Cycle - Answers - introduction
Growth
Maturity
Decline
Introduction Stage - Answers - Informing consumers in an effort to increase their
awareness.
Uses all of the promotional elements (focus on advertising)
Growth Stage - Answers - Persuade the consumer to buy the product rather than
substitutes, so the marketing manager seeks to gain brand loyalty and solidify
distribution
Takes focus off of sales promotions and publicity
Maturity Stage - Answers - Maintain existing buyers
Focus on sales promotions
Decline Stage - Answers - A period of phase out for the product.
Little money spent on the promotional elements.
3 Categories for Product Characteristics - Answers - 1.Compatibility
2.Risk
3.Ancillary Services
Compatibility - Answers - technical sophistication of the product and the amount of
understanding required to use it.
(product characteristic)
Risk - Answers - Financial, social, and/or physical risks by the products purchase.
Greater the risk, the greater the need for personal selling is
(product characteristic)
Ancillary Services - Answers - the degree of service or support required after the sale.
Common to many industrial products and consumer purchases.
Personal selling is essential to build buyer confidence.
(product characteristic)
Channel Strategies - Answers - Achieving control of the channel flow from product to
intermediaries and ultimately to consumers.
Push & Pull
