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Denver Cress Tiffin University MKT355 Marketing Management February 6th, 2015

Chapter 12 Test Your Knowledge
3: List the elements of the promotion mix and describe how they are used to deliver personal and mass appeals. Advertising is a non-personal communication from an identified sponsor using the mass media. Sales promotion are programs such as contests, coupons or other incentives that marketers design to build interest in or encourage purchase of a product during a specified period. Public relations describes a variety of communications activities that seek to create and maintain a positive image of an organization and its products among various publics. Personal selling is the direct contact with the customer and gives the salesperson the opportunity to be flexible and modify the sales message to concide with the customer’s needs. Direct marketing targets specific groups of potential customers with different offers. Also it provides extensive product information and multiple offers within a single appeal. 5: What is buzz? Buzz is the word-of –mouth communication that customers view as authentic. How does marketers practice buzz building? Marketers us techniques to encourage consumers to spread information about companies and their products come under a variety of names such as word-of-mouth marketing
6: What are some ethical problems in buzz marketing? Activities designed to deceive consumers and directing buzz marketing at children or teens. Buzz marketing activities that damage property and stealth marketing activities that deliberately deceive or lie on behalf of clients. Chapter 15 Concepts – Test Your Knowledge
2: What is a supply chain and how is it different from a channel of distribution? A supply chain is all the activities necessary to turn raw materials into a good or