Question 1

Internal marketing is the application of marketing concepts and strategies inside an organization.

Accepted Answer

Internal marketing is the application of marketing concepts and strategies inside an organization.

Question 2

The development of promotion mix strategies involves decisions about which combination of elements in the promotion mix is likely to best communicate the offering to the marketplace.

Accepted Answer

The promotion mix is vital to marketing planning. The development of promotion mix strategies, or simply promotional strategies, involves decisions about which combination of elements in the promotion mix is likely to best communicate the offering to the marketplace.

Question 3

The effectiveness and efficiency of promotional strategies are often tracked on the basis of price fluctuations.

Accepted Answer

A promotional campaign for a particular product or product line tracks the effectiveness and efficiency of promotional strategies as it allocates expenditures to a specific creative execution over a given time period.

Question 4

An integrated decision is effectively a separate assessment of whether to invest in promoting the offer through one or more of the elements of the promotion mix.

Accepted Answer

A traditional promotion mix decision is effectively a separate assessment of whether to invest in promoting the offering through one or more of the elements of the promotion mix. In contrast, an integrated decision is a holistic and interrelated decision process that is connected to the overall brand message; it is fully customizable to different customer groups.

Question 5

Push and pull strategies are rarely used mutually exclusively.

Accepted Answer

In practice, push and pull strategies are rarely used mutually exclusively. Rather, a promotional strategy is developed that strikes the best balance of investment of promotional funds in both push and pull strategies that make sense for the product and market involved.

Question 6

The issue of corporate identity and its impact on customer attitudes and responses toward product offerings is no longer relevant in today's marketplace.

Accepted Answer

The issue of corporate identity and its impact on customer attitudes and responses toward product offerings now is receiving heightened attention. Research indicates that a growing number of customers pay attention to what organization is behind the message and what its values are, especially in terms of sustainability and social responsibility, when making their purchase decisions.

Question 7

Geo-location marketing is the use of geographic data to drive marketing messaging and other marketing decisions.

Accepted Answer

Geo-location marketing is the use of geographic data to drive marketing messaging and other marketing decisions.

Question 8

Public relations has low control of how the message turns out.

Accepted Answer

The answer of Public relations has low control of how...

Question 9

One of the biggest challenges marketing managers face in viral marketing is measurement.

Accepted Answer

One of the biggest challenges marketing managers face in viral marketing is measurement. While it is certainly easy to know how many hits there are to a particular website, translating that into marketing metrics, such as higher unit sales, is more difficult. As a result, marketers often define broad goals for a viral campaign.

Question 10

The order of the steps in the AIDA model is not important.

Accepted Answer

The AIDA model is so named because the effects (or steps) build in this order: Attention (or Awareness), Interest, Desire, and Action. The attention stage correlates to the cognitive step of buyer decision making, the interest and desire stages to the affective step, and the action stage to the behavioral step. Exhibit 12.7 portrays the AIDA model.

Question 11

Several researchers define the website interface on seven dimensions,including context,content,community,customization,communication,connection,and commerce.

Accepted Answer

The answer of Several researchers define the website interface on...

Question 12

Communication is the process of exchanging information and conveying meaning from one party to another.

Accepted Answer

Communication is the process of exchanging information and conveying meaning from one party to another.

Question 13

With the all-you-can-afford method,the marketing manager focuses on the competitive marketplace and specifically on comparing promotion expenditures across all key competitors in the market to find a budget number that matches.

Accepted Answer

With the all-you-can-afford method, a firm simply sets its promotion budget as whatever funds are left over after everything else that's considered a necessity is paid for. Many small business owners and entrepreneurs find themselves using this approach, and it is maximally self-defeating. For years, the Small Business Administration (SBA) has published data on key reasons that business plans fail to gain funding and also key reasons for start-up failures. Consistently, one of the major reasons for both is a poorly conceived and underfunded promotion budget.

Question 14

The goal to inform is to impact customer perception of a product,especially in comparison to competitor's products.

Accepted Answer

Rarely is the simple communication of facts sufficient for marketers to effectively make their case to potential customers, who are faced with many competing brands and product options. Promotion provides the opportunity to state your offering's advantages and to give the customer a reason to select you over the competition.

Question 15

In the long run,the all-you-can-afford approach affords the best opportunity for marketing success.

Accepted Answer

With the all-you-can-afford method, a firm simply sets its promotion budget as whatever funds are left over after everything else that's considered a necessity is paid for. Many small business owners and entrepreneurs find themselves using this approach, and it is maximally self-defeating. For years, the Small Business Administration (SBA) has published data on key reasons that business plans fail to gain funding and also key reasons for start-up failures. Consistently, one of the major reasons for both is a poorly conceived and underfunded promotion budget.

Question 16

A promotional campaign attributes promotional expenditures to a particular creative execution aimed at a particular product for the length of the product life cycle.

Accepted Answer

A promotional campaign for a particular product or product line tracks the effectiveness and efficiency of promotional strategies as it allocates expenditures to a specific creative execution over a given time period.

Question 17

Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message.

Accepted Answer

The American Marketing Association defines viral marketing as a "marketing phenomenon that facilitates and encourages people to pass along a marketing message." It is nicknamed viral because the number of people exposed to a message mimics the process of passing a virus or disease from one person to another.

Question 18

AIDA model includes attention,interest,desire,and action.

Accepted Answer

The answer of AIDA model includes attention,interest,desire,and action....

Question 19

Integrated marketing communication (IMC)is the strategic approach to communicating the brand and company messages to targeted customers in ways that are clear,concise,and consistent and yet are customizable as needed to maximize the impact on a particular audience.

Accepted Answer

Integrated marketing communication (IMC) is the strategic approach to communicating the brand and company messages to targeted customers in ways that are clear, concise, and consistent and yet are customizable as needed to maximize the impact on a particular audience.

Question 20

Social networks provide marketers great benefits without much challenge.

Accepted Answer

Social networks present marketers with some real challenges. As the conversation moves to a community focus, companies lose the ability to control the message and yet they cannot ignore online communities.

Quiz 12: Promotional Strategy and New Media

Internal marketing is the application of marketing concepts and strategies inside an organization.

The development of promotion mix strategies involves decisions about which combination of elements in the promotion mix is likely to best communicate the offering to the marketplace.

The effectiveness and efficiency of promotional strategies are often tracked on the basis of price fluctuations.

An integrated decision is effectively a separate assessment of whether to invest in promoting the offer through one or more of the elements of the promotion mix.

Push and pull strategies are rarely used mutually exclusively.

The issue of corporate identity and its impact on customer attitudes and responses toward product offerings is no longer relevant in today's marketplace.

Geo-location marketing is the use of geographic data to drive marketing messaging and other marketing decisions.

Public relations has low control of how the message turns out.

One of the biggest challenges marketing managers face in viral marketing is measurement.

The order of the steps in the AIDA model is not important.

Several researchers define the website interface on seven dimensions,including context,content,community,customization,communication,connection,and commerce.

Communication is the process of exchanging information and conveying meaning from one party to another.

With the all-you-can-afford method,the marketing manager focuses on the competitive marketplace and specifically on comparing promotion expenditures across all key competitors in the market to find a budget number that matches.

The goal to inform is to impact customer perception of a product,especially in comparison to competitor's products.

In the long run,the all-you-can-afford approach affords the best opportunity for marketing success.

A promotional campaign attributes promotional expenditures to a particular creative execution aimed at a particular product for the length of the product life cycle.

Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message.

AIDA model includes attention,interest,desire,and action.

Integrated marketing communication (IMC)is the strategic approach to communicating the brand and company messages to targeted customers in ways that are clear,concise,and consistent and yet are customizable as needed to maximize the impact on a particular audience.

Social networks provide marketers great benefits without much challenge.