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| any good, service, idea or personality for which PR can be applied |
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| the variety of tools available to marketers in their quest to manage the marketing process. The four 4's which are: promotion, place, price, product |
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| marketing public relationship |
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| customers, prospective customers, employees, stock holders, or een the general public. the mprs task is ult. one of communication bw the organization and its stakeholders. |
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| creates positive perception |
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| the term marketer refers to the |
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| organization that has the product, service, or idea it desires to sell |
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| Why are marketers decreasing their usage of advertising to reach audiences and increasing their use of public relations tactics? |
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| Consumers are taking greater control of the communication process. |
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| ________ occurs when consumers assume a large part of the promotional function |
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| Consumer-generated marketing |
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| Blogs are a type of ________ |
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| ________ is the process of planning, conceiving, pricing, promoting and distributing goods, services, and ideas in order to satisfy consumer and business needs. |
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| ________ is the coordination of a marketer's efforts to persuade customers to buy a firm's goods and services |
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| ________ are the set of organizations and individuals involved in the process of channeling product messages to consumers |
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| The basic elements used to carry out an organization's marketing communications are referred to as ________. |
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| the marketing mix and the four p's |
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| One of marketing's main goals is to ________ |
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change consumer behavior relative to a product
Answer: |
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| Goods and services ________. |
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| constitute two categories of products, along with ideas |
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| In public relations, media are considered to be ________ |
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| communication tools that directly disseminate messages to consumers and businesses |
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| The marketing mix is an assortment of tools that |
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Definition
| marketers use to manage the consumer purchase process |
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| The Four Ps of the marketing mix are ________. |
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| product, price, place and promotion |
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| Intermediaries are ________ |
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| organizations or individuals that pass product messages from a firm to consumers |
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| The central idea of ________ is that all of an organization's activities communicate with its various audiences and stakeholders |
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| A firm's stakeholders generally do NOT include |
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| Public relations practitioners define a public as a ________ |
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| group that affect an organization and is affected by the organization's activities |
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| A transaction in which a person or organization trades a definite quantity of one substance for a definite quantity of another |
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| 5 elements of Marketing Communications Mix |
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| Advertising, sales promotion, public relations, direct marketing, personal selling |
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| The spoken, written, or visual reference to a product presented through mass media or other incidence where one source has the attention of many people or organizations |
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| Synonymous with word-of-mouth |
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| Information spread from person to person through the spoken or written word where the communication is personal, intentional, and concerns a product |
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| The use of direct mail, the telephone, direct-response television, e-mail, the Internet, and other tools to communicate directly with carefully targeted individual consumers in an attempt to obtain an immediate response and to cultivate lasting customer relationships |
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| The function of building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events |
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| Short-term incentives to encourage the purchase or sale of a product or service |
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| Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor |
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| The intended receivers of a promotional message |
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| aka intermediaries. Media, groups, or individuals who act as a channel for a marketing message resulting in media mentions or the creation of word-of-mouth |
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| The way that consumers perceive a product relative to its competitors |
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| Personal presentation by a firm’s sales force for the purpose of making sales and building customer relationships |
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| Which of the following best describes marketing? |
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Definition
| It encompasses efforts to change or maintain behavior relative to a product. |
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| a paid form of nonpersonal promotion by a sponsor. Money will go down if advertising and PR is effective |
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| Advertising, sales promotion, personal selling, direct marketing, and public relations are |
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| marketing communication activities. same as promo mix |
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| The purpose of the promotional mix is to |
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Definition
| inform, persuade, and remind consumers about products. |
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| Word-of-mouth and media mentions |
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| ideally generate positive perceptions of a firm and its brands |
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| Which of the following best describes sales promotion |
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) encouraging the purchase or sale of products through short-term incentives
ex. coupons, giveaways, trade |
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| Media mentions and word-of-mouth |
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Definition
| are nonthreatening means by which consumers become aware of their need for products |
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| Coupons, point-of-purchase displays, and special distribution deals are tools used in |
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| ) communicates directly with carefully targeted individual consumers. |
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| The purpose of personal selling is to |
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Definition
| ) help a firm to make sales and build customer relationships |
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| Positioning can be interpreted as |
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Definition
| consumer perceptions of a product relative to the market. |
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| Advertising and MPR efforts tend to work equally well, therefore |
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Definition
| organizations have a financial incentive to shift resources from advertising into MPR. |
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| A primary goal of a marketing effort is to |
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Definition
| differentiate a product from its competition in the minds of consumers |
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| In what way does MPR enhance personal selling? |
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Definition
| MPR bridges the gap between the seller and the buyer's need for a good or service |
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| In MPR, marketers refer to the media and groups who influence others as |
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Definition
| connectors=intermediaries |
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| What are the two audiences of an MPR campaigns? |
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| intended receivers and connectors, audience and target market |
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| Which of the following terms refers to the intended receivers of a promotional message? |
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| Human resources, employee relations, investor relations |
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| An instrument that signifies an ownership position (called equity) in a corporation, and represents a claim on its proportional share in the corporation’s assets and profits |
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| other business functions of MPR |
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| consistent and positive message is key |
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| Essential condition for a free and open exchange whereby the rules and reasons behind regulatory measures are fair and clear to all participants |
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| A business philosophy that assumes that consumers will favor the most widely available and attractively priced products. (if i build it, you will buy it) |
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| An organization’s aspirations in the mid-term or long-term future. It is intended to serve as a clear guide for choosing current and future courses of action. |
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| a firms core purpose and focus |
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| Companies that supply parts or services to another company; also called supplier |
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| societal marketing concept |
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A business philosophy that goes beyond concentrating on the consumer and considers the long-term interests of society at large
facebook, instagram, twitter |
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Definition
The business philosophy of centering an organization’s goal on satisfying the needs of the customer
(advertising) |
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A business philosophy in which companies focus on large-scale promotional and selling efforts in order to gain market share
(sales people) |
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A business philosophy that assumes that consumers will favor products with a higher degree of quality, performance, and available features
(creates competition) |
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A business philosophy that assumes that a firm’s two-way interaction with customers is essential to long-term profitability
(creates feedback) |
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| Business Strategy Diamond |
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Definition
| economic logic-arena, vehicles, differentiat, staging or pacing. ROI-return on investment |
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| companies, popular culture, customers, influencers |
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| Building and supporting brand value |
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Definition
1. Reputation value: shapes perceived quality of products, services, and acts as signaling device for reliability
2. Relationship value: communication to customer that you can trust this firm
3. experiential value: relates a perceived benefit from product or service
4. symbolic value: symbols that express status, lifestyle, other social aspects. |
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Definition
1. specific
2. measurable
3.attainable
4. realistic
5. tangible |
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| What three internal constituencies does traditional public relations typically serve? |
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Definition
| marketing (employee relations), human resources, and investor relations |
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| Why is it important that investor relations utilize MPR methods? |
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| ) Firms need to sustain positive opinion about their financial viability. |
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| Why do publicly traded companies rely on the positive opinion of shareholders? |
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| ) Firms need to keep demand for the company's stock high and the stock price strong. |
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| A company's public image is important to its recruiting efforts because |
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Definition
| the best firms assume that the best employees want to work for them. |
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| Company newsletters, informational e-mails, and message board postings are examples of |
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Definition
| employee relations communication |
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| The philosophy of centering an organization's goal on satisfying customer needs is the |
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Definition
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| Companies focusing on large-scale promotional efforts to gain market share are adhering to the |
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| The marketing approach that differentiates an organization's products through quality, performance, and features is known as the |
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Definition
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| Managers need to recognize ways customers and other publics perceive their company because |
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Definition
| messages shared by employees with the public have considerable impact on marketing |
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| The attributes that establish the competitive advantage of a company or its products are known as |
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| In business, what does the term "vehicle" mean? |
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| the means companies use to get from their present state to some desirable future position |
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| What do marketers call a forward-looking document that defines a firm's mission and vision? |
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| The societal marketing concept is integral to the practice of |
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Definition
| corporate social responsibility. |
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| An important role of MPR professionals is |
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Definition
| creating and cultivating brand value |
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| Stories that consumers create and share about how they use products |
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Definition
help to fuel word-of-mouth communication.
(consumption stories) |
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| Products that have a place in our everyday conversations are commonly known as |
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Definition
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| Research has shown that information flow is |
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| one of the building blocks of organizational effectiveness |
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| MPR works tactically as part of a firm's marketing function in order to sustain an organization's |
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Definition
| sales volume and profitability. |
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