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comm 101 chapter 14

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Questions and Answers

What is promotion?

Encouraging customers to purchase their products, highlighting how they are different from competition, and its contributions to society (correct)

Providing free samples of products

Increasing the price of a product to enhance its perceived value

Cutting costs to maximize profit

What is the promotion mix?

A strategy for pricing

The combination of advertising, personal selling, sales promotion, and public relations used to promote a product and reach a target market (correct)

A method for distribution

A type of market research

Coordinating all aspects of the promotion mix to send clear, and consistent messages to customers is called:

Advertising

Integrated marketing communications (correct)

Public relations

Sales promotion

What are the four components of the promotion mix?

Advertising, personal selling, sales promotion, and public relations (PR) Signup and view all the answers

What is advertising?

Any paid form of non-personal presentation by an identified sponsor Signup and view all the answers

What is personal selling?

Face to face sales presentation to a prospective customer Signup and view all the answers

What is sales promotion?

The use of incentives to encourage purchase of a product Signup and view all the answers

Any communication or activity initiated by a company that is designed to win goodwill or prestige for a company or person is called:

Public relations (PR) Signup and view all the answers

What is a common goal of public relations (PR)?

Media coverage of the company on TV, in newspapers, magazines, and online Signup and view all the answers

Producers use a variety of distribution channels to sell products: companies trade directly to , or partner with .

customers, marketing intermediaries Signup and view all the answers

The path taken by goods from the producer to consumer is called ?

The distribution channel Signup and view all the answers