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Marketing 340 Final exam chp 17

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chelseaabw's version from 2016-12-08 01:51

Section

Question Answer
What is encodingthe process of having the sender transform an idea into a set of symbols
What is decodingthe reverse or the process of having the reciever take a set of symbols, the message and transform the symbols into an idea
For a message to be communicated effectively the sender and reciever must have a mutually shared?Field of experience
What is field of experience? a similar understanding and knowledge they apply to the message
What is personal selling?the two way flow of communication between a buyer and seller designed to influence a person's or gorup's purchase decison , usually face to face communication between the sender and reciever
What is direct marketing?uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet
What are ancillary services?they pertain to the degree of service or support required after the sale
What is the push strategy?directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product, by pushing the product through the channel, the goal is to get channel members to push it to their customers, example: ford motor company provides incentives for its dealers whenever they meet their goal reach their goal or even pass their goal, all of these are intded to encourage ford dealers to "push" ford products through the channel to consumers
What is the pull strategy?when a manufactuer may direct its promotional mix at ultimate consumers to encourage them to ask the retailer for a product example when a campaign may say "ask your doctor about RELPAX today"
What is behavioral targeting?collecting information about your web browsing behavior to determine the banner and display ads that you will see as you surf the Web
What is percentage of sales budgeting approach?funds are allocated to apromotion as a percentage of past or anticipated sales in terms of either dollars or units sold
WHat is competitive parity budgeting?is matching the competitor's absolute level of spending or the proportion per point of market share
what is the all you can afford budgeting method when money is allocated to promotion only after all other budget items are covered
what are direct orders? the result of offers that contain all the information necessary for a prospective buyer to make a decison to purchase and complete the transaction
what is lead generation?the result of an offer designed to generate interest in a product or service and a request for additional information for an example four seasons hotels sells private residences in several of their properties and send direct mail to prospective residents asking them to request additional information on the telephone or through a website
What is traffic generation? the outcome of an offer designed to motivate people to visit a business, an example home depot uses an opt in email alert to announce special sales that attract consumers to the store
What is an misprint in an newspaper ad an example of? noise
What is noise?extraneous factors that can work against effective communication by distorting a message or the feeedback recieved
What is publicity? an indirectily paid presentaion of a message about a firm or its products or services, the firm has little control over what is said to whom or when it can only suggest to the TV medium that it run a favorable story about the firm
memorize

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