| 1. A company s total marketing communications mix - also called its . . .mix - consists of the specific blend of advertising, sales promotion, public relations, personal selling, and directmarketing tools that the company uses to pursue its advertising and marketing objectives. |
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| 2.Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor - is called: |
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| 3. Short-term incentives to encourage the purchase or sale of a product or service - are called: |
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| 4. Building good relations with the company s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events - is called: |
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| 5. Personal presentation by the firm s sales force for the purpose of making sales and building customer relationships is called: |
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| 6. Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships - the use of telephone, mail, fax, e-mail, the Internet, and other tools to communicate directly with specific consumers - are called: |
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| 8. . . . includes point-of-purchase displays, premiums, discounts, coupons, specialty advertising, and demonstrations. |
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| 10. . . . includes sales presentations, trade shows, and incentive programs. |
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| 11. . . . includes catalogs, telephone marketing, kiosks, the Internet, and more |
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| 12. The product s design, its price, the shape and color of its package, and the stores that sell it - all . . . something to buyers. |
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| 13. Thus, although the promotion mix is the company`s primary communication activity, the entire marketing mix containing . . . , must be coordinated for greatest communication impact. Please name the 4 Ps: |
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| 14. As mass markets have fragmented, marketers are shifting away from mass marketing to . . . marketing. |
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| 15. The shift from mass marketing to . . . marketing has had a dramatic impact on marketing communications. |
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| 16. Although television, magazines, and other mass media remain very important, their dominance is now . . . |
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| 18. If treated as a special case, the Internet - or any other marketing communication tool - can be a . . . force in marketing communications. |
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| 20. To communicate effectively, marketers need to understand how communication works. Communication involves the . . . elements shown in Figure 15.2. |
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| 22. The process of putting thought into symbolic form is called: |
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| 24. The communication channels through which the message moves from sender to receiver are called: |
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| 25. The process by which the receiver assigns meaning to the symbols encoded by the sender, is called: |
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| 26. The part of the receiver s response communicated back to the sender is called: |
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| 27. The unplanned static or distortion during the communication process, which results in the receiver s getting a different message than the one the sender sent, is called: |
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| 28. The best messages consist of words and other symbols that are familiar to the . . . |
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| 29. Setting the promotion budget at the level the company can afford is called: |
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| 30. Setting the promotion budget at a certain percentage of current or forecasted sales, is called |
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| 31. Setting promotion budgets to match competitors outlays is called: |
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| 32. When the company sets its promotion budget based on what it wants to accomplish with promotion, this is called: |
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| 33. Which method is applied in the organisation, you are working for? |
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| 35. If the producer directs its marketing activities (primarily personal selling and trade promotion) toward channel members to induce them to carry the product and to promote it to final consumers, this strategy is called: |
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| 36. If the producer directs its marketing activities (primarily advertising and consumer promotion) toward final consumers to induce them to buy the product, this strategy is called |
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