Marketing chapter 14

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

• direct marketing

• integrated marketing

• the promotion mix

• competitive marketing

• target marketing

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

• direct marketing

• sales promotion

• personal selling

• public relations

• publicity

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

• sales promotion

• advertising

• direct marketing

• personal selling

• public relations

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?

• sales promotion

• personal selling

• direct marketing

• public relations

• advertising

Which of the following is NOT a major category in a company's promotion mix?

• sales promotion

• strategic positioning

• direct marketing

• public relations

• advertising

Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet?

• sales promotion

• direct marketing

• publicity

• public relations

• advertising

Which major promotion category makes use of displays, discounts, coupons, and demonstrations?

• sales promotion

• direct marketing

• publicity

• public relations

• advertising

The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix?

• product

• competitor

• price

• place

• promotion

The communication tools a company uses to pursue its advertising and marketing objectives is often referred to as the company’s ________.

• direct marketing

• integrated marketing

• promotion mix

• competitive marketing

• target marketing

Which of the following is NOT a factor in the changes occurring in today's marketing communications?

• Mass markets have fragmented, and marketers are shifting away from mass marketing.

• Improvements in communication technologies are changing how companies and customers communicate with each other.

• Companies routinely invest millions of dollars in the mass media.

• Mass media no longer capture the majority of promotional budgets.

• Today's consumers are better informed about products and services.