Marketing Temas 11-12

All the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use is

Using in-store promotions and advertising to exted brand equity to "the last mile" and encourage favorable point-of.purchase decisions

A retail store that carries a narrow product line with a deep assortment within that line

A giant speciality store that carries a very deep assortment of particular line

An off-price retailing operation that is owned and operated by a manufacturer and normally carries the manufacturer's surplus, dicontinued, or irregular goods

An off-price retailer that sells a limited selection of brand name groooocery items, appliances, clothing, and other goods at deep discounts to members who apy annual membership fees

A contractual association between a manufacturer, wholesaler, or service organization (a franchisor) and independent businesspeople who buy the right to own and operate one or more units in the franchise system.

A wholesaler who does not take title to goods and whose function is to bring buyers and sellers together and assist in negotiation

A wholesaler who represents buyers or sellers on a relatively permanent basis, performs only a few functions, and does not take title to goods

The specific blend of promotion tools that the company uses to engage consumers, persuasively communicate customer value, and build customer relationships

Which of the followings is NOT part of the promotion mix

Engaging and interacting directly with carefully targeted individual consumers and consumer communities to both obtain an immediate response and cultivate lasting customer relationships

If a company wants to integrate and coordinate its many communications channels to deliver a message, they should focus on

Which of the following statements is TRUE?

The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media

Developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget

A term that has come to represent the merging of advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media

Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage og the unit sales price

Creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned and shared channels