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CSUF MKTG 351 Final Exam Review UPDATED ACTUAL Questions and CORRECT Answers
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CSUF MKTG 351 Final Exam Review UPDATED ACTUAL Questions and CORRECT Answers Promotional Mix - CORRECT ANSWER- 1) advertising 2) public relations 3) sales promotions 4) personal selling 5) social media promotion - CORRECT ANSWER- Communication by marketers that informs, persuades, and re...

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  • October 26, 2024
  • 16
  • 2024/2025
  • Exam (elaborations)
  • Questions & answers

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  • csuf mktg 351 final exam
  • csuf mktg 351 final
  • csuf mktg 351
  • csuf mktg
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  • csuf mktg 351 final exam review
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CSUF MKTG 351 Final Exam Review
UPDATED ACTUAL Questions and
CORRECT Answers
Promotional Mix - CORRECT ANSWER✔✔- 1) advertising
2) public relations
3) sales promotions
4) personal selling
5) social media


promotion - CORRECT 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 - CORRECT 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 - CORRECT ANSWER✔✔- mass communication, high control, relatively low
cost per customer, low credibility


public relations - CORRECT ANSWER✔✔- unpaid, effective, limited control, higher
credibility


sales promotion - CORRECT 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 - CORRECT ANSWER✔✔- in-person selling, more costly; more effective;
works well for high cost items; aimed to inform and influence customers


social media - CORRECT ANSWER✔✔- recent addition to promotional mix, shift of control
of communication efforts to consumers

,Integrated Marketing Communications (IMC) - CORRECT ANSWER✔✔- aims to align all
elements of the promotional mix for the best possible results


marketing communication - CORRECT ANSWER✔✔- the process by which marketers
impress on the buyers the value that their products have to offer


Promotional Goals - CORRECT ANSWER✔✔- informing (early stages), persuading (late
intro/ early maturity), reminding (later stages), connecting (ongoing)


AIDA concept - CORRECT 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 - CORRECT ANSWER✔✔- -nature of the product
-stages in the product life cycle
-type of buying decision
-push and pull strategies


nature of the product - CORRECT 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 - CORRECT 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 - CORRECT 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 - CORRECT ANSWER✔✔- Push: incentivize wholesalers or
retailers to carry the product (ex. trade discounts)
Pull: incentivizes end consumers directly


advertising - CORRECT ANSWER✔✔- impersonal, one-way mass communication paid for
by a marketer to increase sales in the long run


advertising response function - CORRECT 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 - CORRECT ANSWER✔✔- institutional and product



institutional advertising - CORRECT ANSWER✔✔- Advertising that promotes
organizational image as a whole; makes sense for parent brands and advocacy advertising


advocacy advertising - CORRECT ANSWER✔✔- a form of advertising in which companies
promote a positive image or try to overcome negative perceptions


product advertising - CORRECT ANSWER✔✔- promotes individual products; three types:
pioneer, competitive, and comparative advertising


pioneer advertising - CORRECT ANSWER✔✔- early stages of product; explaining benefits
of product class, not brands


competitive advertising - CORRECT ANSWER✔✔- growth stage of product; new
companies enter market; shift to focus on persuasion of individual brands

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