IMC What
_________ is “Free” media attention through news and events.
PUBLIC RELATIONS
The interaction between employees and a company is ________ marketing and between a company and customers is _______ marketing.
INTERNAL, EXTERNAL
The purpose of _________, is to get attention and stand out from the competition.
PACKAGING
________ is when a small price change has no impact on demand, while an impact to demand is known as ________.
INELASTIC, ELASTIC
One disadvantage of test marketing a new product is that...
COMPETITORS MAY COPY THE PRODUCT
Firms consistently marketing the same message across channels is ________, while a consistent consumer experience is the ________.
IMC; OMNICHANNEL
Normally customers can touch, feel, and try products, this is impossible for services because they are _________.
INTANGIBLE
The complete set of all products and services offered by a firm is called its __________.
PRODUCT MIX
The three types of pricing methods include ________, ________, and ________.
COST-PLUS, VALUE-BASED, COMPETITIVE
Channels that have intermediary types that have specific distribution access and are typically luxury companies are known as ________.
EXCLUSIVE
The three types of advertising objectives include _________, _________, and __________.
INFORM, REMIND, PERSUADE
________ products are high effort & comparison while ________ products are low effort & comparison.
SHOPPING, CONVENIENCE
________ is the number of categories within a product line and ________ is the number of product lines in a product mix.
DEPTH, BREADTH
The four major types of pricing are ________, ________, ________, and ________.
ELDP, LOW/HIGH, PENETRATION, SKIMMING
Soft drinks are products that are part of the ________ distribution strategy.
INTENSIVE
In ________ strategy, the company goes through a retailer to get to the customer, and a ________ goes directly to the customer.
PUSH, PULL
The three levels of a product includes ________, ________, and ________.
VALUE, ACTUAL, AUGMENTED
A _________ extension is the same brand name in a different product line.
BRAND
Renata estimates the average cost of her floral arrangement is $12. She adds a standard markup of 20% and sells it at $14.40. She used _______ pricing method.
COST-BASED
In the supply chain management, raw materials and suppliers are _____stream while distribution and consumers are _____stream.
UPSTREAM, DOWNSTREAM
Online marketing includes _________ ads, search ads, and placement ads.
DISPLAY
The fourth step of the new product development process includes deciding on the concept and understanding the 4Ps/STP. This step is the ____________________.
MARKETING STRATEGY DEVELOPMENT
Name at least 4 of the 6 characteristics that represent a brand.
(1) Name, (2) URL’s,
(3) Logos/Symbols,
(4) Characters, (5) Slogans,
(6) Jingles/Sounds
It is important for Elias to get value for his money, but he does not want to spend time comparison shopping. Elias will likely respond to _____ pricing, but not to _____ pricing.
EDLP; HIGH/LOW
The four steps of the product life cycle include ________, ________, ________, and ________.
INTRODUCTION, GROWTH, MATURITY, DECLINE