Quiz #3 Marketing Management
Chapter 14
What are the five major promotional tools? 1. Advertising i. Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. 2. Personal Selling ii. Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. 3. Public Relations iii. Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading odd unfavorable rumors, stories, and events. 4. Direct Marketing iv. Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. 5. Sales Promotion v. Short-term incentives to encourage the purchase or sale of a product or service.
What are the elements in the communications process? 1. Consumers 2. Marketing Strategies 3. Communications Technology
What are the three types of appeals in message content? 1. Rational Appeals i. Relates to the audience’s self-interest. 2. Emotional Appeals ii. Attempt to stir up either negative or positive emotions that can motivate purchases. 3. Moral Appeals iii. Directed to an audience’s sense of what is “right” and “proper”.
What are the four common methods used to set a promotional budget? 1. Affordable Method i. Setting the promotion budget at the level management thinks the company can afford.

2. Percentage-of-Sales Method ii. Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price. 3. Competitive-Parity Method iii. Setting the promotion budget to match competitors’ outlays. 4.