Question 1

Virtual trade shows are not effective at promoting tangible goods therefore they promote services rather than tangible products.

Accepted Answer

A) True 
 B)False

Question 2

Compared to advertising,publicity offers a firm greater control over when and how often the message is communicated.

Accepted Answer

A) True 
 B)False

Question 3

Mo's Movies markets DVD and Blu-Ray movies via the Internet.The company recently adopted a new program that offers their current customers free DVDs if they encourage their friends to visit Mo's Movies website.This promotional program represents:

Accepted Answer

A) second stage advertising. 
B) viral marketing. 
C) interlinked promotion. 
D) virtual inducement. 
A) second stage advertising. 
B) viral marketing. 
C) interlinked promotion. 
D) virtual inducement.

Question 4

A testimonial represents communication from a customer that praises a firm's products.

Accepted Answer

A) True 
 B)False

Question 5

Nightbrite Company's ________ relies heavily on advertising,personal selling,and a limited use of product sampling.

Accepted Answer

A) marketing mix 
B) promotion mix 
C) communication network 
D) transfer marketing 
A) marketing mix 
B) promotion mix 
C) communication network 
D) transfer marketing

Question 6

Massachusetts Manufacturing has redesigned its promotional strategy.The company now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message.Massachusetts Manufacturing has adopted an):

Accepted Answer

A) internal marketing program. 
B) integrated marketing communication system. 
C) multilevel coordination plan. 
D) stakeholder response system. 
A) internal marketing program. 
B) integrated marketing communication system. 
C) multilevel coordination plan. 
D) stakeholder response system.

Question 7

The hallmark of an effective salesperson is the ability to complete a sale as soon as the sales presentation is completed.

Accepted Answer

A) True 
 B)False

Question 8

The last step in creating a promotional campaign is to evaluate the effectiveness of each element of the promotional mix.

Accepted Answer

A) True 
 B)False

Question 9

An effective public relations department regularly listens to and communicates with the public.

Accepted Answer

A) True 
 B)False

Question 10

A pick economy is a research term meaning the selection of global markets that a company randomly decides to target for its goods and services.

Accepted Answer

A) True 
 B)False

Question 11

The use of coupons and sales contests represent internal public relations and sampling activities.

Accepted Answer

A) True 
 B)False

Question 12

Recently,Algonquin Books partnered with Barnes & Noble to offer a unique _________.If you purchase one of 12 paperback books published by Algonquin,you can choose one of 12 e-Books for $3 a much lower price than a regular e-Book).The goal is to increase traffic in bookstores.

Accepted Answer

A) sales promotion 
B) publicity stunt 
C) direct marketing opportunity 
D) advertisement 
A) sales promotion 
B) publicity stunt 
C) direct marketing opportunity 
D) advertisement

Question 13

Marla has developed a new advertising message for one of her firm's new products.She has sent copies of the ad to all of the salespeople in the firm and asked them to stress the benefits mentioned in the ad when they call on their customers.Finally,the ad includes a free sample coupon to encourage people to try this new product.She is attempting to create one positive,unified brand image for the new product.Marla is practicing brand communication.

Accepted Answer

A) True 
 B)False

Question 14

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 15

The total annual expenditures on advertising in the United States:

Accepted Answer

A) peaked last year at approximately $70 billion. 
B) have declined significantly as firms utilize the promotional opportunities of the Internet. 
C) is very close to $300 billion. 
D) have been capped at $200 billion by the government stimulus package. 
A) peaked last year at approximately $70 billion. 
B) have declined significantly as firms utilize the promotional opportunities of the Internet. 
C) is very close to $300 billion. 
D) have been capped at $200 billion by the government stimulus package.

Question 16

One way to see that publicity is handled well by the media is to:

Accepted Answer

A) pay for it. 
B) establish a friendly relationship with media representatives. 
C) write good press releases that attract attention. 
D) ask for the best location or time in the medium under consideration. 
A) pay for it. 
B) establish a friendly relationship with media representatives. 
C) write good press releases that attract attention. 
D) ask for the best location or time in the medium under consideration.

Question 17

Personal selling involves the face-to-face presentation and promotion of products.

Accepted Answer

A) True 
 B)False

Question 18

The purpose of interactive promotion is to create a monologue that convinces customers to act quickly.

Accepted Answer

A) True 
 B)False

Question 19

To generate enthusiasm about a good or service,sales promotion:

Accepted Answer

A) targets groups internally and externally. 
B) directs stockholders to sell their stock when prices increase. 
C) is ineffective in reaching the B2B market. 
D) has declined in importance because of time and cost limitations. 
A) targets groups internally and externally. 
B) directs stockholders to sell their stock when prices increase. 
C) is ineffective in reaching the B2B market. 
D) has declined in importance because of time and cost limitations.

Question 20

Online advertising allows advertisers to see how many people have clicked on an advertisement and how much of it the potential customer has read or watched.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

Virtual trade shows are not effective at promoting tangible goods therefore they promote services rather than tangible products.

Compared to advertising,publicity offers a firm greater control over when and how often the message is communicated.

Mo's Movies markets DVD and Blu-Ray movies via the Internet.The company recently adopted a new program that offers their current customers free DVDs if they encourage their friends to visit Mo's Movies website.This promotional program represents:

A testimonial represents communication from a customer that praises a firm's products.

Nightbrite Company's ________ relies heavily on advertising,personal selling,and a limited use of product sampling.

Massachusetts Manufacturing has redesigned its promotional strategy.The company now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message.Massachusetts Manufacturing has adopted an):

The hallmark of an effective salesperson is the ability to complete a sale as soon as the sales presentation is completed.

The last step in creating a promotional campaign is to evaluate the effectiveness of each element of the promotional mix.

An effective public relations department regularly listens to and communicates with the public.

A pick economy is a research term meaning the selection of global markets that a company randomly decides to target for its goods and services.

The use of coupons and sales contests represent internal public relations and sampling activities.

Recently,Algonquin Books partnered with Barnes & Noble to offer a unique _________.If you purchase one of 12 paperback books published by Algonquin,you can choose one of 12 e-Books for $3 a much lower price than a regular e-Book).The goal is to increase traffic in bookstores.

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

The total annual expenditures on advertising in the United States:

One way to see that publicity is handled well by the media is to:

Personal selling involves the face-to-face presentation and promotion of products.

The purpose of interactive promotion is to create a monologue that convinces customers to act quickly.

To generate enthusiasm about a good or service,sales promotion:

Online advertising allows advertisers to see how many people have clicked on an advertisement and how much of it the potential customer has read or watched.

Taking Risks and Making Profits Within the Dynamic Business Environment

Understanding Economics and How It Affects Business

Doing Business in Global Markets

Demanding Ethical and Socially Responsible Behavior

How to Form a Business

Entrepreneurship and Starting a Small Business

Management and Leadership

Structuring Organizations for Todays Challenges

Production and Operations Management

Motivating Employees

Human Resource Management: Finding and Keeping the Best Employees

Dealing With Union and Employeemanagement Issues

Marketing: Helping Buyers Buy

Developing and Pricing Goods and Services

Distributing Products

Understanding Accounting and Financial Information

Financial Management

Using Securities Markets for Financing and Investing Opportunities

Money,financial Institutions,and the Federal Reserve

test Planning Table for Bonus Chapter A

Using Technology to Manage Information

Managing Risk

Managing Personal Finances

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