Exam 16: Customer Communication

Six months after you bought a new car,you receive a letter from the manufacturer telling you about a special price being offered by the dealer for an oil change.This is an example of "reminder advertising."

The manufacturers of Zap Deodorant,a newly launched brand of men's deodorants,decide to provide coupons for 50-cents off on all their products in the Sunday newspaper.This is an example of what element in the communication mix?

Compare and contrast trade promotions with consumer promotions.

Word-of-mouth marketing is often called ________.

The new social model of customer communication differs from the conventional promotion model in that the social communication model ________.

Sales promotion consists of two basic categories: consumer promotion and trade promotion.

One-on-one interaction between a salesperson and a prospective buyer is called ________.

The first step in the personal-selling process is uncovering needs and presenting solutions.

Jones' Treats,a food manufacturing company located in Massachusetts,produces a range of candy products.The firm negotiates with its retailers to set up jars with Jones' Treats candies at the billing counters.Jones' Treat also puts up wall posters and window clings advertising its candies in the retail stores that stock its products.In this example,Jones' Treats uses which of the following promotional strategies?

The chief downside of trade allowances is that they can create the controversial practice of forward buying,in which customers load up on merchandise while the price is low.

Discuss integrated marketing communications.

Institutional advertising refers to advertising that presents a company's opinions on public issues such as education or health care.

Compare and contrast push strategy with pull strategy.

Which of the following is a disadvantage of product placement?

Free or bargain-priced items offered to encourage consumers to buy a product are termed as ________.

Direct marketing differs from advertising in that direct marketing ________.

________ involves a financial arrangement in which companies with products sold nationally share the costs of local advertising with local marketing intermediaries.

Comparative advertising is useful whenever a company believes it has some specific product strengths that are important to customers.

According to the FTC,you can support claims for your product by offering a money-back guarantee or providing letters from satisfied customers.

Myers and Co.,a firm that manufactures fire alarm systems for organizational customers,uses statistics,product testing reports,and other quality assurance certificates to convince corporate clients of the effectiveness of their products.In this example,Myers and Co.uses advertising appeal based on ________.