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Chapter 15
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Integrated Marketing Communications
and Direct Marketing
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1.
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What is integrated
marketing communications? Why is it beneficial to
marketers?
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2.
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Describe the
element of the promotional mix. When are these
elements most effective?
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3.
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How does the
communication process work? What can
negatively affect communications?
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4.
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How are promotions
aimed at intermediaries different than those aimed
at consumers?
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Chapter 16
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Advertising, Sales Promotion, and
Public Relations
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1.
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How do advertising
and sales promotion differ?
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2.
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How do product and
institutional advertising differ? What are the main
forms of product advertising?
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3.
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What are the
advantages and disadvantages of the four
traditional advertising media?
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4.
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What are the three
most common appeals used in advertising? Do these
appeals have weaknesses or limitations?
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5.
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How can advertising
be scheduled over a long period of time?
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Chapter 17
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Personal Selling and Sales
Management
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1.
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What are the best
uses for personal selling?
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2.
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How are salespeople
compensated?
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3.
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Describe the steps
in the personal selling process.
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Chapter
18
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Implementing Interactive and
Multichannel Marketing
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1.
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How do e-business,
e-commerce, and e-marketing differ?
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2.
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Why is permission
marketing so important for e-commerce?
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3.
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Why do consumers
buy online?
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4.
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Describe e-business
in terms of the level of commitment of businesses
and method of revenue generation.
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