MKTG 351 -- EXAM 3 STUDY GUIDE
QUESTIONS WITH VERIFIED
ANSWERS
\.Marketing Communications - ANSWERS✔-primary way for companies to impress
on customers that they should buy their products-
\.Integrated Marketing Communications (IMC) - ANSWERS✔-a planning process
designed to assure that all brand contacts received by a customer or prospect for
a product, service, or organization are relevant to that person and consistent over
time
\.Promotion - ANSWERS✔-most famous of the 4 P's of the Marketing Mix;
includes all communication that informs and persuades buyers
\.Promotional Strategy - ANSWERS✔-plan for optimal use of all elements of
promotion to elicit particular response; main focus should be convincing buyers
that the product is best among options in market
\.Advertising - ANSWERS✔-openly sponsored, one-way, non-personal messages to
promote or sell a product, service, or idea
,- company has control over message but lower credibility; high costs to advertise
but cost is small per person b/c of mass reach; long term to increase sales
\.Public Relations - ANSWERS✔-entails communicating w/ customers, suppliers,
employees, and community w/ intention of creating favorable image
- provides credible, proactive, and free promotions to sway public attitudes
- less control over message but more credible than advertising
\.Sales Promotions - ANSWERS✔-short-term incentives to initiate trial or purchase
- product trial, boost unit sales, clear out old merchandise (short-term goals)
\.Personal Selling - ANSWERS✔-The two-way flow of communication between a
buyer and a seller that is designed to influence the buyer's purchase decision
- useful for B2B markets/big purchases
\.Social Media - ANSWERS✔-websites and applications that enable users to create
and share content or to participate in social networking
- useful for creating brand communities
- targeted advertising due to personal data
\.Promotional Goals - ANSWERS✔-informing, persuading, reminding
\.Informing - ANSWERS✔-introducing features and benefits of a product offering
to potential customers (important early on in intro phase)
, \.Persuading - ANSWERS✔-emphasize the superiority of the companies' products
(important in late intro, growth, and early maturity)
\.Reminding - ANSWERS✔-nudging previous customers to make subsequent
purchases (important for mature products)
\.AIDA - ANSWERS✔-Attention, Interest, Desire, Action
\.Attention - ANSWERS✔-consumer becomes aware of the category, product, or
brand (usually through advertising)
\.Interest - ANSWERS✔-consumer becomes interested by learning about brand
benefits and how the brand fits with lifestyle
\.Desire - ANSWERS✔-consumer develops a favorable disposition towards the
brand
\.Action - ANSWERS✔-consumer forms a purchase intention, shops around,
engages in trial or makes a purchase
\.Nature of the Product - ANSWERS✔--Business vs consumer; customized vs mass
- business products tend to be more complex and purchased in larger value
- consumer products tend to be mass produced with little customization and
purchased in small volumes
QUESTIONS WITH VERIFIED
ANSWERS
\.Marketing Communications - ANSWERS✔-primary way for companies to impress
on customers that they should buy their products-
\.Integrated Marketing Communications (IMC) - ANSWERS✔-a planning process
designed to assure that all brand contacts received by a customer or prospect for
a product, service, or organization are relevant to that person and consistent over
time
\.Promotion - ANSWERS✔-most famous of the 4 P's of the Marketing Mix;
includes all communication that informs and persuades buyers
\.Promotional Strategy - ANSWERS✔-plan for optimal use of all elements of
promotion to elicit particular response; main focus should be convincing buyers
that the product is best among options in market
\.Advertising - ANSWERS✔-openly sponsored, one-way, non-personal messages to
promote or sell a product, service, or idea
,- company has control over message but lower credibility; high costs to advertise
but cost is small per person b/c of mass reach; long term to increase sales
\.Public Relations - ANSWERS✔-entails communicating w/ customers, suppliers,
employees, and community w/ intention of creating favorable image
- provides credible, proactive, and free promotions to sway public attitudes
- less control over message but more credible than advertising
\.Sales Promotions - ANSWERS✔-short-term incentives to initiate trial or purchase
- product trial, boost unit sales, clear out old merchandise (short-term goals)
\.Personal Selling - ANSWERS✔-The two-way flow of communication between a
buyer and a seller that is designed to influence the buyer's purchase decision
- useful for B2B markets/big purchases
\.Social Media - ANSWERS✔-websites and applications that enable users to create
and share content or to participate in social networking
- useful for creating brand communities
- targeted advertising due to personal data
\.Promotional Goals - ANSWERS✔-informing, persuading, reminding
\.Informing - ANSWERS✔-introducing features and benefits of a product offering
to potential customers (important early on in intro phase)
, \.Persuading - ANSWERS✔-emphasize the superiority of the companies' products
(important in late intro, growth, and early maturity)
\.Reminding - ANSWERS✔-nudging previous customers to make subsequent
purchases (important for mature products)
\.AIDA - ANSWERS✔-Attention, Interest, Desire, Action
\.Attention - ANSWERS✔-consumer becomes aware of the category, product, or
brand (usually through advertising)
\.Interest - ANSWERS✔-consumer becomes interested by learning about brand
benefits and how the brand fits with lifestyle
\.Desire - ANSWERS✔-consumer develops a favorable disposition towards the
brand
\.Action - ANSWERS✔-consumer forms a purchase intention, shops around,
engages in trial or makes a purchase
\.Nature of the Product - ANSWERS✔--Business vs consumer; customized vs mass
- business products tend to be more complex and purchased in larger value
- consumer products tend to be mass produced with little customization and
purchased in small volumes
