Question 1

Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?

Accepted Answer

A)   testimonials
B)   infomercials
C)   product placement
D)   online advertisingE) B) and C)
F) A) and D)

Question 2

Consumer research indicates that the public is very concerned about underage drinking. In response, Texas Brewing Company has created a website providing parents with information to help avoid underage drinking in their families. The firm also provides materials to retailers to help train their employees to avoid sales to minors. Publicizing these efforts:

Accepted Answer

A)   will likely backfire, since few people will believe a beer company would seriously support a program that would reduce their sales.
B)   represents a key step in a good public relations program.
C)   illustrates a push strategy applied to public relations.
D)   would distract the firm from its primary mission of selling beer to adults.E) B) and D)
F) None of the above

Question 3

Companies can implement global marketing by developing a product and promotional strategy that

Accepted Answer

A)   is tailored to each individual market.
B)   can be implemented worldwide.
C)   requires low-cost production through outsourcing.
D)   motivates intermediaries (i.e. wholesalers and retailers)  to actively stock and sell the firm's goods and services.E) B) and C)
F) All of the above

Question 4

The combination of advertising, personal selling, public relations, and sales promotion activities traditionally used by an organization represents its

Accepted Answer

A)   marketing communications system.
B)   marketing mix.
C)   public relations package.
D)   promotion mix.E) None of the above
F) A) and B)

Question 5

When managing the promotion mix, marketers are utilizing technology to deliver important information directly to the customer. For example, during the spring planting season, Home Depot and Lowes added QR codes to plants. When scanned with a mobile app, customers could make better buying decisions. The code offered information on planting time, watering schedule, and other pertinent tips on each plant. Home Depot even ran a commercial to let its customers know how it was using technology to assist them with their spring planting decisions. Whether using new promotional methods or traditional promotional methods, Home Depot

Accepted Answer

A)   utilized pull strategy because it directed its campaign to the stores where the products are sold.
B)   utilized push strategy because it directed its messages to consumers, permitting them to subscribe to the pick economy.
C)   utilized pull strategy because it directed its messages to consumers.
D)   utilized push strategy because it directed its messages to its stores that were already equipped with bar code technology.E) All of the above
F) C) and D)

Question 6

Free television and radio programming is made possible by advertising.

Accepted Answer

A) True 
 B)False

Question 7

The objective of a push promotional strategy is to move a product through a distribution channel by offering incentives to wholesalers and retailers to stock and sell the merchandise.

Accepted Answer

A) True 
 B)False

Question 8

Registration in Ms. McNick's classes reaches maximum enrollment quickly. Students register immediately online just to insure their seat in her class. One student summed it up: "Everyone's heard she is the best teacher on campus." Ms. McNick's classes benefit from

Accepted Answer

A)   viral publicity.
B)   positive public relations.
C)   free advertising.
D)   word-of-mouth promotion.E) All of the above
F) A) and D)

Question 9

Informing consumers about goods and services represents advertising's only benefit to society.

Accepted Answer

A) True 
 B)False

Question 10

The primary purpose of a pull strategy is to

Accepted Answer

A)   offer rebates and discounts to retailers and wholesalers.
B)   stimulate consumers to ask for a product, which then encourages retailers to stock it.
C)   pull the distribution network together to minimize costs and maximize profits.
D)   stimulate retailers to stock each product offered by a particular manufacturer.E) A) and B)
F) A) and C)

Question 11

There are millions of blogs online, but businesses have found blogs do not serve much of a purpose since social media is more powerful.

Accepted Answer

A) True 
 B)False

Question 12

Dean, a manager for a firm that produces a variety of recreational equipment and sporting goods, is convinced that his firm markets the safest, highest-quality equipment in the entire industry. Recent studies from the Consumer Product Safety Commission support his position. Dean feels that the best way to create an image of high-quality, safe products is to develop an extensive advertising campaign. Dean realizes that publicity lacks the credibility that advertising can generate.

Accepted Answer

A) True 
 B)False

Question 13

Independent producers can create self-published syndicated shows using

Accepted Answer

A)   webcasting.
B)   email.
C)   podcasting.
D)   electronic production.E) All of the above
F) A) and B)

Question 14

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

Accepted Answer

A) True 
 B)False

Question 15

The evidence supports the position that promotional efforts specifically designed for individual countries produce

Accepted Answer

A)   less sales and profits than a global promotional strategy.
B)   better results than a global promotional strategy.
C)   higher overall costs than a global promotional strategy.
D)   superior results only when the product is also produced in each country.E) B) and C)
F) All of the above

Question 16

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Accepted Answer

A) True 
 B)False

Question 17

Colossal Choco Chipper is a new, gigantic chocolate chip cookie created by the Kookie Cookie Company. To create interest for the Colossal Choco Chipper, the company sent a free package of six cookies to selected homes along with a coupon. Kookie Cookie's activities represent

Accepted Answer

A)   trade advertising.
B)   consumer publicity.
C)   sales promotion.
D)   public relations.E) None of the above
F) All of the above

Question 18

Because customers eventually lose interest, businesses achieve the best results when they use sales promotion activities on a limited and irregular basis.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is a B2B sales promotion activity?

Accepted Answer

A)   contests
B)   advertising
C)   vending sales
D)   conventionsE) A) and B)
F) A) and D)

Question 20

The most effective sales promotion programs target customers, rather than employees and marketing intermediaries.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Correct Answer
verified

Free television and radio programming is made possible by advertising.

Correct Answer
verified

Because customers eventually lose interest, businesses achieve the best results when they use sales promotion activities on a limited and irregular basis.

Correct Answer
verified

The objective of a push promotional strategy is to move a product through a distribution channel by offering incentives to wholesalers and retailers to stock and sell the merchandise.

Correct Answer
verified

Companies can implement global marketing by developing a product and promotional strategy that

Correct Answer
verified

Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?

Correct Answer
verified

Correct Answer
verified

Colossal Choco Chipper is a new, gigantic chocolate chip cookie created by the Kookie Cookie Company. To create interest for the Colossal Choco Chipper, the company sent a free package of six cookies to selected homes along with a coupon. Kookie Cookie's activities represent

Correct Answer
verified

Correct Answer
verified

Which of the following is a B2B sales promotion activity?

Correct Answer
verified

There are millions of blogs online, but businesses have found blogs do not serve much of a purpose since social media is more powerful.

Correct Answer
verified

The primary purpose of a pull strategy is to

Correct Answer
verified

Correct Answer
verified

Registration in Ms. McNick's classes reaches maximum enrollment quickly. Students register immediately online just to insure their seat in her class. One student summed it up: "Everyone's heard she is the best teacher on campus." Ms. McNick's classes benefit from

Correct Answer
verified

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

Correct Answer
verified

The most effective sales promotion programs target customers, rather than employees and marketing intermediaries.

Correct Answer
verified

Independent producers can create self-published syndicated shows using

Correct Answer
verified

The combination of advertising, personal selling, public relations, and sales promotion activities traditionally used by an organization represents its

Correct Answer
verified

The evidence supports the position that promotional efforts specifically designed for individual countries produce

Correct Answer
verified

Informing consumers about goods and services represents advertising's only benefit to society.

Correct Answer
verified

Exam 16: Using Effective Promotions

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Correct AnswerverifiedShow Answer

Free television and radio programming is made possible by advertising.

Correct AnswerverifiedShow Answer

Because customers eventually lose interest, businesses achieve the best results when they use sales promotion activities on a limited and irregular basis.

Correct AnswerverifiedShow Answer

The objective of a push promotional strategy is to move a product through a distribution channel by offering incentives to wholesalers and retailers to stock and sell the merchandise.

Correct AnswerverifiedShow Answer

Companies can implement global marketing by developing a product and promotional strategy that

Correct AnswerverifiedShow Answer

Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Colossal Choco Chipper is a new, gigantic chocolate chip cookie created by the Kookie Cookie Company. To create interest for the Colossal Choco Chipper, the company sent a free package of six cookies to selected homes along with a coupon. Kookie Cookie's activities represent

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is a B2B sales promotion activity?

Correct AnswerverifiedShow Answer

There are millions of blogs online, but businesses have found blogs do not serve much of a purpose since social media is more powerful.

Correct AnswerverifiedShow Answer

The primary purpose of a pull strategy is to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Registration in Ms. McNick's classes reaches maximum enrollment quickly. Students register immediately online just to insure their seat in her class. One student summed it up: "Everyone's heard she is the best teacher on campus." Ms. McNick's classes benefit from

Correct AnswerverifiedShow Answer

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

Correct AnswerverifiedShow Answer

The most effective sales promotion programs target customers, rather than employees and marketing intermediaries.

Correct AnswerverifiedShow Answer

Independent producers can create self-published syndicated shows using

Correct AnswerverifiedShow Answer

The combination of advertising, personal selling, public relations, and sales promotion activities traditionally used by an organization represents its

Correct AnswerverifiedShow Answer

The evidence supports the position that promotional efforts specifically designed for individual countries produce

Correct AnswerverifiedShow Answer

Informing consumers about goods and services represents advertising's only benefit to society.

Correct AnswerverifiedShow Answer

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