Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Question
Which of the following statements is true of an effective promotional mix?
a.
It works for all products of a company.
b.
It does not use advertising.
c.
It entails indirect, one-way communication.
d.
It meets the needs of a target market.
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- Nicholas Anderson, a marketing specialist for a manufacturer of microwaves, is looking for ways to reach potential customers who typically avoid advertisements. Which of the following would be the most economical and effective promotional tool for Nicholas to use?arrow_forwardDescribe the type of media that might be most suitable for promoting: (a) tomato soup, (b) greeting cards, (c) a business component material, and (d) playground equipment. Specify any assumptions necessary to obtain a definite answer.arrow_forwardAll of the following statements about public relations are true except: O PR has become increasingly important as costs of other forms of marketing communications continue to increase. Consumers have become increasing skeptical of marketing claims made in conventional media. O Media coverage generated by PR is seen as more credible than paid advertising. O Because of its high cost, the use of PR has waned in recent years. O Public relations activities often support other promotional efforts.arrow_forward
- Identify the concept, which states that consumers will not buy enough of the products unless it undertakes a large scale of selling and promotional effort. a. Selling b. Production c. Marketing d. All the optionsarrow_forwardDistinguish between marketing public relations and no marketing public relations. Marketing public relations refers to narrowly focused public relations activities that directly support marketing goals. No marketing public relations refers to a company’s messages about general issuesarrow_forward
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