1
Q
Integrated Marketing Communication (IMC)
A
combines traditional and digital media.
2
Q
Sales promotion
A
includes consumer-oriented activities like coupons and loyalty programs.
3
Q
Digital options
A
include owned, paid, and earned media.
4
Q
Branded entertainment
A
involves placing products in movies, TV shows, and video games.
5
Q
Social media statistics
A
62.3% of the world’s population uses social media; short-form video offers the highest engagement.
6
Q
R.I.C.E.
A
stands for Relationships, Instruction, Connection, and Entertainment.
7
Q
Tribal mentality in social media
A
creates a sense of belonging.
8
Q
Confirmation bias
A
leads us to surround ourselves with people who share our beliefs.
9
Q
Uncertainty on social platforms
A
can create FOMO (Fear of Missing Out).
10
Q
The multiplier effect
A
helps a message spread rapidly through sharing.
11
Q
Always-on behavior
A
means social media use is closely tied to mobile devices.
12
Q
Influencers
A
are categorized by follower count: mega, macro, mid-tier, micro, and nano.
13
Q
Nano influencers
A
are everyday people with fewer than 10000 followers.
14
Q
Challenges in influencer marketing
A
include vetting, authenticity, and measuring effectiveness.
15
Q
Social media metrics
A
include click rates, impressions, shares, and time spent on site.
16
Q
Social media platforms
A
allow users to create and share content.
17
Q
Brand ambassadors or brand evangelists
A
are loyal customers who promote a brand.
18
Q
A brand community
A
consists of social network users who share an attachment to a brand and share experiences.
19
Q
Social commerce
A
involves purchase decisions influenced by someone’s social network.
20
Q
Sales promotions
A
are divided into consumer-oriented and trade-oriented promotions.
21
Q
Coupons, rebates, and price deals
A
are examples of price-based promotions.
22
Q
Contests, premiums, and sampling
A
are examples of attention-getting promotions.
23
Q
Push money
A
is a bonus paid to encourage salespeople.
24
Q
Personal selling
A
involves one-on-one interaction between a salesperson and a buyer/customer.
25
CRM and PRM systems
help manage customer and partner relationships.
26
Transactional selling
focuses on making an immediate sale.
27
Relationship selling
aims to build long-term relationship.
28
The creative selling process
includes prospecting, preapproach, approach, presentation, objection handling, closing, and follow-up.
29
Public relations
includes media relations, lobbying, and press writing.
30
Buzz marketing
includes viral, word-of-mouth, and guerilla marketing.
31
Ethical concerns in buzz marketing
include deception, deepfakes, and sock puppeting.
32
Integrated Marketing Communication (IMC)
involves the planning, execution, and evaluation of brand communication programs.
33
IMC
aims to deliver consistent messaging across platforms and uses a coordinated promotion strategy.
34
One-to-One communication
includes personal selling and direct marketing.
35
One-to-Many communication
includes mass advertising, sales promotion, and public relations.
36
Many-to-Many communication
uses social media platforms and buzz marketing.
37
There is a trade-off
between message control and perceived credibility.
38
The first step in developing a promotion plan
is to identify the target market.
39
The second step
is to establish communication objectives.
40
BRIP
stands for Build Relationships, Remind, Persuade, and Inform.
41
The FTC
regulates advertising to ensure fairness, truthfulness, and transparency.
42
‘Puffery’
refers to exaggerated or subjective claims not meant to be taken literally.
43
Greenwashing
involves misleading advertising about environmental practices.
44
Sales promotion
aims to generate interest and sales within a short time frame.
45
Direct marketing
includes mail order, telemarketing, and digital marketing.
46
Branded entertainment
includes product placement and advergaming.
47
Native advertising
mimics the format of a website.
48
Support media
includes directory ads, out-of-home media, and place-based media.
49
IMC
is a strategic business process that helps marketers plan, develop, execute, and evaluate coordinated marketing communication programs.
50
The promotional mix
includes advertising, sales promotion, public relations, direct marketing, and personal selling.
51
One of the biggest challenges of IMC
is consistency across channels and media platforms.
52
Sales promotions
may include coupons, rebates, bonus packs, and loyalty programs.
53
Public relations
aims to build good relationships with an organization’s stakeholders.
54
Marketers
must select the right promotional tools to reach the target audience with the right message at the right time.
55
Direct marketing
allows for highly personalized messages to specific consumers.
56
Branded entertainment
integrates brand messages into entertainment formats.
57
Product placement and integration
are common techniques in branded entertainment.
58
Support media
includes everything from billboards to digital signage displays.
59
Customer experience (CX)
is the overall assessment of a customer’s interactions with a brand, store, or service.
60
Retailing
is the final step in the distribution channel, where goods/services are sold for personal use.
61
Shopping
offers instant gratification and the need for a 'third place'.
62
Hybrid shopping
blends online and in-person shopping.
63
Frictionless delivery and free shipping
are highly valued by consumers.
64
AI and Personalization
are essential for modern retail personalization.
65
Retail media
influences purchases through ecommerce sites and ads posts.
66
Social commerce
is influenced by online likes and positive comments.
67
Non-store retailing
includes direct selling, E-commerce, and parties.
68
B2C e-commerce
enables global reach and 24/7 availability.
69
Limitations of online shopping
include lack of physical experience and security risks.
70
Virtual experiential marketing
uses AR, AI, and analytics to enhance engagement.
71
Retailtainment
combines shopping with entertainment for immersive shopping.
72
Customer journey mapping
includes identifying buyer personas, goals, and pain points.
73
Omnichannel integration
provides a seamless experience across all shopping platforms.
74
Technology advances
include digital wallets and no checkout registers.
75
CX
includes every interaction a customer has with a brand, store, or service.
76
Customer journey mapping
involves identifying all touch points and experiences.
77
The wheel-of-retailing hypothesis
describes how new retailers enter with low prices and gradually move up.
78
Merchandise assortment
refers to the store’s variety of products.
79
Merchandise breadth
is the number of different product lines.
80
Merchandise depth
refers to the number of items/SKUs within a product line.
81
Retailers
may offer self-service, full-service, or limited-service experiences.
82
Concept stores
sell a lifestyle and are periodically redesigned/refreshed.
83
Flash retailing (or pop-up stores)
are short-term experiences.
84
Recommerce
includes resale stores such as thrift and consignment shops.
85
Retail evolution
includes phygital experiences combining digital and physical.
86
Retailtainment
engages shoppers by making shopping fun and entertaining.
87
Services
differ from goods in being intangible, perishable, variable, and inseparable.
88
SERVQUAL
is a tool to assess service quality across five dimensions: tangibles, reliability, responsiveness, assurance, and empathy.
89
Disintermediation
removes the human ‘middleman’ from service interactions.
90
Experiential merchandising
makes shopping a sensory experience.
91
Destination retailers
offer a unique enough experience to draw/attract shoppers.
92
Digital wallets
use NFC technology for contactless payments.
93
Beacon marketing
uses bluetooth signals to interact with smartphones in stores.
94
B2C e-commerce benefits
include convenience, expanded product choices, and access to competitive pricing.
95
E-commerce limitations
include fraud risk, shipping delays, and lack of product inspection/touch.
96
Shrinkage
refers to inventory losses due to theft, error, or damage.
97
Organized retail crime
involves boosters, fences, and diverters.
98
Retail borrowing
is returning an item after using it for its intended purposes.
99
Idea marketing
promotes a concept, cause, or belief system.
100
Marketing places
positions a location or locale as a desirable brand.
101
Marketing people
may involve image consulting and personal branding strategy development.
102
Reorder point
= (daily usage × lead time) + safety stock.
103
EOQ
= √[(2 × annual demand × order cost) / holding cost].
104
__ refers to consumers' cancelling of their traditional cable subscriptions and instead relying on streaming and on-demand service to provide televised entertainment.
Cord-cutting
105
What is the purpose of sales promotions and advertising
The purpose of many types of sales promotions is to induce actions by the consumer
106
Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product?
Push Money
107
Which of the following is a type of trade sales promotion designed as discounts and deals?
Merchandising Allowance
108
What does personal selling do
a means for salespeople to accrue competitive intelligence
109
What are the two major categories of sales promotions?
Consumer-oriented and trade-oriented
110
An example of a(n) ________ is a five-foot-high cardboard display of Cap'n Crunch next to Cap'n Crunch cereal boxes.
Point-of-Purchase display
111
An ethical issue with buzz marketing is the use of ________—digital simulations, often of celebrities—to cast commercials and generate buzz.
Deepfakes
112
When Kenneth called Southern Security to buy a safe in which to store important personal documents and possessions, he most likely talked to a(n) ________ who performed all the activities needed to process the transaction.
Order taker
113
What isn't a public relations tactic
Creative Strategy
114
A couple contacted a realtor about buying a new home. Now that the realtor has prospects, their next step should be to ____
Qualify them
115
Promotion is
is the coordination of marketing communication efforts to influence attitudes or behavior
116
What are the four main roles of marketing communication
remind, inform, persuade, and build relationship
117
Chevrolet runs a promotion whereby consumers can redeem two free ski lift tickets at their local dealer through a test-drive promotion. According to the communication model, the people coming into the dealership to test-drive a vehicle are the ___
Feedback
118
What does advertising do
It can be used to establish and reinforce a distinctive brand identity
119
The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ___
Sales Promotion
120
What is an example of a bottom-up budgeting technique
Objective-task method
121
What is the first step in developing a promotional plan
Identify the target audience
122
Rather than focus on a specific brand, ________ advertising promotes the activities, personality, or point of view of a company or organization
Institutional
123
What is an example of a consumer sales promotion
Rebate
124
What is the final stop in the distribution channel in which organizations sell goods and services to consumers for their personal use?
Retailing
125
___ is a new apparel trend of using discarded products to create a higher-quality, higher-value revised product.
Upcycling
126
Service ________ refers to the inevitable differences in a service provider's performance from one service encounter to the next.
Variability
127
Marketers try to overcome the problem of service ________ by providing physical cues to reassure the buyer.
Intangibility
128
Recommerce____
is the process of selling used products or excess inventory to companies or consumer resale stores
129
Merchandise depth_____
is the variety of choices available within each specific product line
MKT 201
flashcards
Decks in class (4)
# Cards
