Exam 14: Communicating Customer Value

The promotion mix is the company's primary communication activity;the marketing mix must be coordinated for the greatest communication impact.What is NOT included in the entire marketing mix?

Mass markets have fragmented;thus,marketers are shifting away from mass marketing.

Why do marketers value opinion leaders?

Today's consumers do not need to rely on marketer- supplied information about products and services because they can use to seek out a wealth of information.

The communicator must decide how to handle message structure issues.One issue is whether to or not.

Marketing communicators must be good at messages that take into account how the target audience them.

Vast improvements in information technology are speeding the movement toward segmented marketing.

Sales promotion features a wide assortment of tools.Which of the following is NOT one of these tools?

Refer to the scenario below to answer the following questions. John Mayes opened Sparkle Janitorial in 2005.John began by acquiring two contracts for office cleaning services from two local manufacturing facilities.For two years,John and his wife,Barb,performed the cleaning services alone.After acquiring three additional cleaning contracts in 2007,John hired two employees. "Up to that point,we had room to grow but we really had no advertising plan," John stated."We were relying mostly on word- of- mouth." By 2010,Barb hired another two full- time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added."We ran a local radio spot three times each week.Then we had an advertiser print coupons on placemats.That gave us a little more exposure." John and Barb Mayes admit that they never realized the value of a sound promotional plan before now."We wish we would have put together something catchy with a jingle long before now," they said. -Which of the following would be the LEAST effective way for John and Barb to reach new potential customers?

Harpo Enterprises maintains the Oprah Winfrey show,a Web site,and O magazine.Because Harpo Enterprises practices integrated marketing communications,these different brand contacts all maintain in design and tone.

Vast numbers of consumers are aware of your product.It is now your goal to enhance preference for your product.You plan to use nonpersonal communications through print media and display media.This will include all of the following EXCEPT _ _.

When is it advisable to predominantly use personal selling in a promotion mix?

How do integrated marketing communications (IMC)build brand identity?

An ad for Maybelline age- minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1- off coupon when they try the new makeup.In terms of the communication model,which of the following would be the best way for the source to measure feedback?

Refer to the scenario below to answer the following questions. John Mayes opened Sparkle Janitorial in 2005.John began by acquiring two contracts for office cleaning services from two local manufacturing facilities.For two years,John and his wife,Barb,performed the cleaning services alone.After acquiring three additional cleaning contracts in 2007,John hired two employees. "Up to that point,we had room to grow but we really had no advertising plan," John stated."We were relying mostly on word- of- mouth." By 2010,Barb hired another two full- time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added."We ran a local radio spot three times each week.Then we had an advertiser print coupons on placemats.That gave us a little more exposure." John and Barb Mayes admit that they never realized the value of a sound promotional plan before now."We wish we would have put together something catchy with a jingle long before now," they said. -In a recent radio spot,John and Barb gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money.This is an example of a(n).

The AIDA model identifies the characteristics of an effective _.

The use of short- term incentives to encourage the purchase or sale of a product or service is called .

The decision to use a cleaning genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the process of the communication model.

Which of the following represent(s)a two- sided message?

Moving away from ,marketers have been shifting toward highly focused marketing,spawning a new generation of more specialized and highly targeted communications efforts.