Exam (elaborations)
CSUF MKTG 351 FINAL EXAM REVIEW| 144 QUESTIONS AND ANSWERS
- Course
- Institution
CSUF MKTG 351 FINAL EXAM REVIEW| 144 QUESTIONS AND ANSWERS
[Show more]
Seller
Follow
FREEMANSHARP
Reviews received
Content preview
CSUF MKTG 351 FINAL EXAM REVIEW144 QUESTIONS AND ANSWERS
Promotional Mix - answer 1) advertising
2) public relations
3) sales promotions
4) personal selling
5) social media
promotion - answer Communication by marketers that informs, persuades, and reminds
potential buyers of a product in order to influence an opinion or elicit a response
promotional strategy - answer a plan for the optimal use of the elements of promotion to elicit
a particular response; main goal is to convince buyers that the products offer competitive
advantage
advertising - answer mass communication, high control, relatively low cost per customer, low
credibility
public relations - answer unpaid, effective, limited control, higher credibility
sales promotion - answer all non-advertising and public relations activities that focus on
promoting sales; typically short-term although may have spillover long-term effect; intended to
induce product trial and additional sales
personal selling - answer in-person selling, more costly; more effective; works well for high cost
items; aimed to inform and influence customers
,social media - answer recent addition to promotional mix, shift of control of communication
efforts to consumers
Integrated Marketing Communications (IMC) - answer aims to align all elements of the
promotional mix for the best possible results
marketing communication - answer the process by which marketers impress on the buyers the
value that their products have to offer
Promotional Goals - answer informing (early stages), persuading (late intro/ early maturity),
reminding (later stages), connecting (ongoing)
AIDA concept - answer Attention: gain awareness of target market
Interest: create appealing message for target market
Desire: convince to create preference for
Action: communication should have call to action- go out and buy it
factors affecting promotional mix - answer -nature of the product
-stages in the product life cycle
-type of buying decision
-push and pull strategies
nature of the product - answer mass media (advertising) will work well for mass produced,
consumer products where personal selling will work better for customized, business products
Stages of Product Life Cycle - answer early stage: advertising/public relation for awareness and
sales promotion to induce trial
growth stage: advertising and public relations for establishing differential advantage, reduce
sales promotion
, maturity stage: persuasive reminder advertising and sales promotion to increase sales
decline stage: advertising reduced, personal selling efforts continue
Type of Buying Decision - answer simple/routine: require no deliberation, reminder advertising
and sales promotion can be very effective
complex/ high involvement: personal selling can work well
Push and Pull Strategies - answer Push: incentivize wholesalers or retailers to carry the product
(ex. trade discounts)
Pull: incentivizes end consumers directly
advertising - answer impersonal, one-way mass communication paid for by a marketer to
increase sales in the long run
advertising response function - answer elongated S shaped figure- starts with too little to do
much for sales, moves over to relatively high effectiveness where increase will lead to increase
in sales, then to a saturation point where more advertisement won't do much
Major Types of Advertising - answer institutional and product
institutional advertising - answer Advertising that promotes organizational image as a whole;
makes sense for parent brands and advocacy advertising
advocacy advertising - answer a form of advertising in which companies promote a positive
image or try to overcome negative perceptions
product advertising - answer promotes individual products; three types:
pioneer, competitive, and comparative advertising
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller FREEMANSHARP. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $16.49. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
82871 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now