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Marketing CH. 16 that I missed
Terms in this set (16)
Effective Management of integrated marketing communications is based upon
information about customers
In order to increase sales of its fishing poles, Corinthian Fishing Supplies launched a social media campaign. After the campaign ended, Corinthian learned through marketing research that most of its target market is not active on social media and instead visit fishing websites. The promotion program suffered from an error in the selection of __________-
You are the marketing manager for a soft drink manufacturer. You recommend that the company should try to get the actors and actresses in television shows to drink its products. What type of promotion activity are you suggesting with your idea?
While in a sales meeting, Andre notices that the customer he is speaking to takes a step backward during the conversation. Feeling that the customer is disinterested in his sales pitch, Andre changes his approach to make the conversation more interesting to the customer. Andre is paying attention to ___________ communication from the customer
Andrea receives an email from her sister-in-law that is actually a recommendation for a webstire with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trail kit fro passing Andrea's and four other friends' email addresses along to the marketer. This is known as. _______
When sales representatives for Owens Corning meet potential customers, they offer stuffed pink panthers to promote their insulation. This example illustrates Owens Corning's use of which of the following elements of the promotion mix?
Bowflex uses infommercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at
a) creating awareness.
b) encouraging product trial.
c) identifying prospects.
d) stimulating demand.
e) retaining loyal customers.
Sam is meeting with a purchasing agent about an order for his company's forklifts. As he is describing the features of the newest version, the purchasing agent nods her head to singal that she understands the features. Sam does not notice the _____ communication the purchasing agent is sending and goes into more detail about the new features.
Tombstone Pizza is planning on starting a new online advertising campaign to reach consumers where it will develop banner ads and incresae its social media presence. It also plans on increasing its spending on personal selling with its wholesalers. Tombstone is using ________ with the online campaign and _________ with the the increase of personal selling
Pull policy, push policy
Which of the following is the best example of noise that originates with the receiver in the communication process?
Tony checks his e-mail when the television commercial break begins.
When a salesperson shakes a potential customer's hand, she is using ______
Promotions help consumers because they ___________
Allow customers to make more intelligent buying decisions.
Promoting a product only to the next institution down the marketing channel
an attempt to incite publicity and public excitement surrounding a product through a creative event
promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel
A strategy to get consumers to share a marketer's message, often through e-mail or online videos, in a way that spreads dramatically and quickly
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