Marketing Concepts Quiz

The combination of promotional tools a company uses to persuasively communicate customer value and build customer relationships is called its:

• Marketing Mix

• Promotion Mix (or Marketing Communications Mix)

• Advertising Strategy

• Distribution Strategy

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor is known as:

• Sales Promotion

• Public Relations

• Advertising

• Personal Selling

Short-term incentives designed to encourage the purchase or sale of a product or service are called:

• Sales Promotion

• Direct Marketing

• Advertising

• Public Relations

Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling unfavorable rumors, stories, and events is the role of:

• Advertising

• Public Relations (PR)

• Personal Selling

• Sales Promotion

Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships is known as:

• Direct Marketing

• Advertising

• Personal Selling

• Public Relations

Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships (using tools like mail, telephone, email, internet) is called:

• Sales Promotion

• Direct Marketing

• Public Relations

• Advertising

The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products is known as:

• The Promotion Mix

• Integrated Marketing Communications (IMC)

• Pull Strategy

• Push Strategy

A promotion strategy that calls for using the sales force and trade promotion to move the product through channels is called a:

• Pull Strategy

• Push Strategy

• Integrated Strategy

• Direct Strategy

A promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum is called a:

• Pull Strategy

• Push Strategy

• Channel Strategy

• Logistics Strategy

Setting the promotion budget at the level management thinks the company can afford is known as the:

• Percentage-of-Sales Method

• Competitive-Parity Method

• Affordable Method

• Objective-and-Task Method