Quiz 2I - University of Washington



Quiz 2I

1. What is integrated market communications (IMC)?

2. Understand the communication model.

3. What are the elements of the promotion mix?

4. What is a push strategy? A pull strategy?

5. What promotional elements are most typically used in each stage of the product life cycle?

6. What are the various promotional budgeting methods?

7. What is the key to effective interactive marketing?

8. What is product advertising? Institutional advertising?

9. What is a full-service agency?

10. What is pretesting? Posttesting?

12. What is advertising aperture?

13. What is reach? What is frequency? CPM? Gross rating points (GRPs)?

14. What is direct marketing?

15. What is public relations?

16. What are three steps involved in creating a public relations campaign?

17. What is a press release?

18. What are examples of a sales promotion?

19. Which of the types of sales promotions can be targeted to consumers and to members of the distribution channel?

20. What is the purpose of trade shows?

21. What is a cash allowance? A premium? A promotional allowance? A rebate?

22. What is a brand placement?

23. What is the reason why personal selling typically plays a limited role in most companies' promotion mix?

24. What is team selling?

25. What are the steps in the creative selling process?

26. What is a direct marketing channel?

27. What is cross-docking? Breaking bulk? Creating assortments?

28. What is disintermediation?

29. What is a merchant wholesaler? A merchandise broker?

30. Why do manufacturers use a direct channel of distribution?

31. What are distribution channels for services?

32. Once an organization has developed its distribution objectives, what should it do next?

33. What are the various types distribution?

34. How does a channel leader get power relative to the other channel members?

35. What is wheel-of-retailing hypothesis?

36. What is merchandise mix?

37. What is a merchandise assortment?

38. What are convenience stores?

39. What are hypermarkets?

40. What are the various forms of direct selling? Are there any illegal forms?

41. Why do some customers avoid e-commerce?

42. Why are traditional brick-and-mortar stores are more likely to be successful in cyberspace than are Internet-only stores?

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