39 Lecture - Key Terms-4th P (Promotion)

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39 Lecture

MGT301

Midterm & Final Term Short Notes

Key Terms-4th P (Promotion)

The fourth P of the marketing mix, promotion, refers to all the marketing activities used to communicate the benefits of a product or service to potential customers. Promotion includes advertising, sales promotion, personal selling, direct marke


Important Mcq's
Midterm & Finalterm Prepration
Past papers included

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  1. Which of the following is not a component of the 4th P (Promotion) of the marketing mix? a) Advertising b) Price c) Sales promotion d) Personal selling Answer: b) Price

  2. What is the ultimate goal of promotion? a) Increase brand awareness b) Decrease brand awareness c) Decrease sales d) None of the above Answer: a) Increase brand awareness

  3. Which promotion tool involves face-to-face communication between the seller and potential customer? a) Advertising b) Sales promotion c) Personal selling d) Public relations Answer: c) Personal selling

  4. Which promotion tool is typically used to drive short-term sales? a) Advertising b) Sales promotion c) Personal selling d) Direct marketing Answer: b) Sales promotion

  5. Which promotion tool involves the use of mass media to promote a product or service? a) Advertising b) Sales promotion c) Personal selling d) Public relations Answer: a) Advertising

  6. Which promotion tool is used to build long-term relationships with customers? a) Advertising b) Sales promotion c) Personal selling d) Public relations Answer: d) Public relations

  7. Which promotion tool involves sending promotional messages directly to individual consumers? a) Advertising b) Sales promotion c) Personal selling d) Direct marketing Answer: d) Direct marketing

  8. Which promotion tool is best suited for products that require a lot of explanation or demonstration? a) Advertising b) Sales promotion c) Personal selling d) Public relations Answer: c) Personal selling

  9. Which promotion tool is often used to promote new products? a) Advertising b) Sales promotion c) Personal selling d) Direct marketing Answer: a) Advertising

  10. Which promotion tool is typically the most expensive? a) Advertising b) Sales promotion c) Personal selling d) Public relations Answer: c) Personal selling



Subjective Short Notes
Midterm & Finalterm Prepration
Past papers included

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  1. What is the role of advertising in the promotion mix? Answer: Advertising plays a crucial role in the promotion mix as it is a paid form of communication that is designed to reach a large audience. Its purpose is to create awareness, generate interest, and influence the buying behavior of consumers.

  2. What are the different types of sales promotions? Answer: The different types of sales promotions include coupons, rebates, premiums, point-of-purchase displays, and contests/sweepstakes. Each type is designed to incentivize customers to make a purchase or increase their loyalty to a brand.

  3. How does personal selling differ from other forms of promotion? Answer: Personal selling is a face-to-face interaction between a salesperson and a potential customer, whereas other forms of promotion are typically mass communication efforts like advertising and sales promotions. Personal selling allows for more personalized and customized communication with the customer.

  4. What is the difference between public relations and advertising? Answer: Public relations is a communication strategy aimed at building and maintaining relationships between an organization and its stakeholders. Advertising, on the other hand, is a paid form of communication aimed at promoting a product or service. Public relations is often focused on creating a positive image for the organization as a whole, while advertising is focused on promoting a specific product or service.

  5. How can social media be used in the promotion mix? Answer: Social media can be used to reach a large audience, engage with customers, and create buzz around a brand or product. It can be used for advertising, sales promotions, public relations, and even personal selling through direct messaging and chatbots.

  6. What is the purpose of a sales promotion? Answer: The purpose of a sales promotion is to incentivize customers to make a purchase or increase their loyalty to a brand. Sales promotions are often short-term tactics aimed at generating immediate sales or increasing foot traffic to a store.

  7. How can direct marketing be used to target specific customers? Answer: Direct marketing allows for personalized communication with specific customers through channels like email, direct mail, and telemarketing. It can be used to send targeted offers and promotions to customers based on their past purchase behavior or other demographic information.

  8. What is the role of public relations in crisis management? Answer: Public relations plays a crucial role in managing a crisis by communicating with stakeholders and the media to minimize negative impact and protect the reputation of the organization. It involves creating a crisis communication plan, providing accurate and timely information, and being transparent about the situation.

  9. What is the difference between push and pull promotion strategies? Answer: A push promotion strategy involves pushing a product or service through the distribution channel to retailers or wholesalers, who then promote it to customers. A pull promotion strategy involves creating demand among customers who then pull the product through the distribution channel by requesting it from retailers or wholesalers.

  10. What is the role of personal selling in B2B marketing? Answer: Personal selling is often a key component of B2B marketing as it allows for direct communication between salespeople and potential customers. It can be used to build relationships, understand customer needs, and provide customized solutions.

Promotion is one of the most important elements of the marketing mix that aims to raise awareness, create interest, and generate sales. It is the communication process that companies use to inform, persuade, and remind their target market about their products or services. The promotion mix comprises advertising, sales promotion, personal selling, direct marketing, and public relations. Advertising involves paid, non-personal communication through various media channels, such as TV, radio, print, and online. Sales promotion includes short-term incentives, such as discounts, coupons, and contests, to encourage immediate purchase. Personal selling involves face-to-face communication between the salesperson and the customer. Direct marketing involves communicating with customers through mail, email, and other forms of direct communication. Public relations involves managing and enhancing the reputation of the company through various means, such as press releases, sponsorships, and community outreach programs. The effectiveness of a promotional mix depends on various factors, such as the nature of the product, the target market, the competitive environment, and the budget. Companies must carefully select the promotional mix to ensure that it reaches the right audience with the right message at the right time. A well-planned and executed promotional mix can help companies achieve their marketing objectives and boost sales, while an ineffective or poorly executed promotional mix can result in a waste of resources and a negative impact on the brand's image.

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