Marketing Principles Quiz

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?

Which of the following is NOT a major category in a company's promotion mix?

Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet?

Which major promotion category makes use of displays, discounts, coupons, and demonstrations?

The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix?

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

Which of the following is NOT a factor in the changes occurring in today's marketing communications?