Page 253 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing

Notes Promotional Mix: It involves several different types of communication to support marketing
goals which include Advertising, Personal selling, Publicity, and Sales promotions.
Public Relations: It is a management function that involves monitoring and evaluating public
attitudes and maintaining mutual relations and understanding between an organization and its
public.

10.7 Review Questions

1. Define marketing communications. What are the main elements of communications
process?
2. Explain hierarchy model. For what kind of purchases do these models fail, when it comes
to explaining the steps consumers take in making buying decisions?
3. Determine the term message appeal. Illustrate your answer with three examples each of
rational and emotional appeals.
4. Emotional appeals are appropriate for what kind of products? Give your reasons.
5. Determine the significance of message source.
6. ‘Market and product characteristics affect promotion mix’. Discuss.

7. What are the different methods for promotion budget determination. Which is the best
method, in your view?
8. Explain the term integrated marketing communications. How can a company apply this
concept? Give relevant example to support it.
9. Is communication process relevant for the growth of an organisation? Critically examine
with relevant facts and figures.
10. A new company has introduced a FMCG product in the market. Suggest the promotion
methods that the company should use and why?
Answers: Self Assessment

1. Promotion 2. Promotion mix
3. Remind 4. (c)
5. (d) 6. (d)
7. (a) 8. (b)

9. False 10. True
11. True 12. True
13. False 14. Integrated Marketing Communications
15. Planned 16. Purchase

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