ESSAY QUESTIONS

CHAPTER 16 Marketing Communication and Personal Selling

1. The promotional mix is made up of a blend of four promotional tools. Name and describe each of these four tools and give specific examples of each tool.

2. Briefly describe the communication process and each of its steps.

3. The ultimate objective of any promotion is a purchase or some other activity. One model for reaching promotional objectives is called the AIDA concept. Using the stages of the AIDA model, describe the activities of a salesperson selling an executive cellular telephone.

4. The nature of the promotional mix depends upon several types of factors. Name five of these factors, and describe how changes in those factors affect the mix of promotional elements.

5. You are a sales representative for a large computer company that sells computers to business firms. Name the seven steps of the selling process and describe each step as it related to selling computers.

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