Question 1

Today's public relations departments:

Accepted Answer

A) focus more on advertising and less on publicity. 
B) are downsizing as firms emphasize personal selling to promote their products. 
C) are more actively listening to customers and helping to solve their problems. 
D) avoid relationships with the media and government officials. 
A) focus more on advertising and less on publicity. 
B) are downsizing as firms emphasize personal selling to promote their products. 
C) are more actively listening to customers and helping to solve their problems. 
D) avoid relationships with the media and government officials.

Question 2

One of the benefits of advertising on the Internet is that it provides a way to link firms and customers so that they can learn more about each other.

Accepted Answer

A) True 
 B)False

Question 3

Maryland Chemical demands complete control over any message communicated to the public regarding their products. The most efficient element of the promotion mix to achieve their desired control is publicity.

Accepted Answer

A) True 
 B)False

Question 4

Any word-of-mouth promotion that puts a company's product in the public's attention is good promotion.

Accepted Answer

A) True 
 B)False

Question 5

Global advertising can save companies money in research and ad design.

Accepted Answer

A) True 
 B)False

Question 6

Phil's activities as a salesperson for Marquette Publishing are part of Marquette's promotion mix.

Accepted Answer

A) True 
 B)False

Question 7

According to the "Spotlight on Small Business" box in Chapter 16, for small entrepreneurs like Amy Scherber of Amy's Bread in New York, it's best to forget about promotion and focus your efforts on becoming a low-cost producer to compete in a competitive market like breads.

Accepted Answer

A) True 
 B)False

Question 8

refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.

Accepted Answer

A) Word-of-mouth promotion 
B) Personal selling 
C) Public relations 
D) Internal marketing 
A) Word-of-mouth promotion 
B) Personal selling 
C) Public relations 
D) Internal marketing

Question 9

In the Reaching Beyond Our Borders box in the chapter, Publicis Groupe, a traditional advertising agency that ranks as the fourth largest ad agency in the industry, found that:

Accepted Answer

A) traditional types of advertising were making a significant comeback in the global market. 
B) its task today is to learn how carry over traditional media to digital media. 
C) digital media is effective in reaching customers but its impossible to measure how customers relate to the ads. 
D) most multinational companies do not want to shift from traditional types of advertising to digital media. 
A) traditional types of advertising were making a significant comeback in the global market. 
B) its task today is to learn how carry over traditional media to digital media. 
C) digital media is effective in reaching customers but its impossible to measure how customers relate to the ads. 
D) most multinational companies do not want to shift from traditional types of advertising to digital media.

Question 10

In the evaluation of the promotion, it's best to establish a promotional strategy that can reach multiple targets rather than developing a separate promotion mix for each target group.

Accepted Answer

A) True 
 B)False

Question 11

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

Accepted Answer

A) True 
 B)False

Question 12

Anita enjoys her job as a salesperson for a store that sells high quality entertainment systems. As an effective salesperson, Anita is expected to help her customers resolve any doubts they might have before the sale, and follow up to ensure that the customer is satisfied after the sale.

Accepted Answer

A) True 
 B)False

Question 13

Garden.com uses interactive promotion by allowing customers to chat with each other online about gardening.

Accepted Answer

A) True 
 B)False

Question 14

Firms utilizing a total systems approach to marketing design their promotional mix to meet the needs of:

Accepted Answer

A) final customers. 
B) all members of the supply chain. 
C) salespeople and dealers. 
D) the general public. 
A) final customers. 
B) all members of the supply chain. 
C) salespeople and dealers. 
D) the general public.

Question 15

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

Accepted Answer

A) True 
 B)False

Question 16

Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company. To generate interest for this new product, the company sent a free package of six cookies to selected homes along with a 50-cent coupon. Arizona Cookie's activities represent:

Accepted Answer

A) trade advertising. 
B) consumer publicity. 
C) sales promotion. 
D) public relations. 
A) trade advertising. 
B) consumer publicity. 
C) sales promotion. 
D) public relations.

Question 17

There are millions of blogs on the Internet today but the number of new blogs seems to have peaked meaning blogs will decrease steadily over the next few years.

Accepted Answer

A) True 
 B)False

Question 18

The primary purpose of a push strategy is to:

Accepted Answer

A) push products on consumers and convince them that they need the products. 
B) rush the production schedule for products and beat competitors to the market. 
C) push the product down the distribution channel to retail stores. 
D) push products away from traditional channels of distribution to save costs. 
A) push products on consumers and convince them that they need the products. 
B) rush the production schedule for products and beat competitors to the market. 
C) push the product down the distribution channel to retail stores. 
D) push products away from traditional channels of distribution to save costs.

Question 19

To be successful, salespeople find that their job responsibilities extend far beyond just closing the sale.

Accepted Answer

A) True 
 B)False

Question 20

The most important internal sales promotion efforts are directed toward:

Accepted Answer

A) customers. 
B) salespeople. 
C) top management. 
D) accountants. 
A) customers. 
B) salespeople. 
C) top management. 
D) accountants.

Today's public relations departments:

One of the benefits of advertising on the Internet is that it provides a way to link firms and customers so that they can learn more about each other.

Maryland Chemical demands complete control over any message communicated to the public regarding their products. The most efficient element of the promotion mix to achieve their desired control is publicity.

Any word-of-mouth promotion that puts a company's product in the public's attention is good promotion.

Global advertising can save companies money in research and ad design.

Phil's activities as a salesperson for Marquette Publishing are part of Marquette's promotion mix.

According to the "Spotlight on Small Business" box in Chapter 16, for small entrepreneurs like Amy Scherber of Amy's Bread in New York, it's best to forget about promotion and focus your efforts on becoming a low-cost producer to compete in a competitive market like breads.

refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.

In the Reaching Beyond Our Borders box in the chapter, Publicis Groupe, a traditional advertising agency that ranks as the fourth largest ad agency in the industry, found that:

In the evaluation of the promotion, it's best to establish a promotional strategy that can reach multiple targets rather than developing a separate promotion mix for each target group.

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

Anita enjoys her job as a salesperson for a store that sells high quality entertainment systems. As an effective salesperson, Anita is expected to help her customers resolve any doubts they might have before the sale, and follow up to ensure that the customer is satisfied after the sale.

Garden.com uses interactive promotion by allowing customers to chat with each other online about gardening.

Firms utilizing a total systems approach to marketing design their promotional mix to meet the needs of:

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company. To generate interest for this new product, the company sent a free package of six cookies to selected homes along with a 50-cent coupon. Arizona Cookie's activities represent:

There are millions of blogs on the Internet today but the number of new blogs seems to have peaked meaning blogs will decrease steadily over the next few years.

The primary purpose of a push strategy is to:

To be successful, salespeople find that their job responsibilities extend far beyond just closing the sale.

The most important internal sales promotion efforts are directed toward:

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

Filters

Exam 16: Using Effective Promotions

Today's public relations departments:

One of the benefits of advertising on the Internet is that it provides a way to link firms and customers so that they can learn more about each other.

Maryland Chemical demands complete control over any message communicated to the public regarding their products. The most efficient element of the promotion mix to achieve their desired control is publicity.

Any word-of-mouth promotion that puts a company's product in the public's attention is good promotion.

Global advertising can save companies money in research and ad design.

Phil's activities as a salesperson for Marquette Publishing are part of Marquette's promotion mix.

According to the "Spotlight on Small Business" box in Chapter 16, for small entrepreneurs like Amy Scherber of Amy's Bread in New York, it's best to forget about promotion and focus your efforts on becoming a low-cost producer to compete in a competitive market like breads.

refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.

In the Reaching Beyond Our Borders box in the chapter, Publicis Groupe, a traditional advertising agency that ranks as the fourth largest ad agency in the industry, found that:

In the evaluation of the promotion, it's best to establish a promotional strategy that can reach multiple targets rather than developing a separate promotion mix for each target group.

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

Anita enjoys her job as a salesperson for a store that sells high quality entertainment systems. As an effective salesperson, Anita is expected to help her customers resolve any doubts they might have before the sale, and follow up to ensure that the customer is satisfied after the sale.

Garden.com uses interactive promotion by allowing customers to chat with each other online about gardening.

Firms utilizing a total systems approach to marketing design their promotional mix to meet the needs of:

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company. To generate interest for this new product, the company sent a free package of six cookies to selected homes along with a 50-cent coupon. Arizona Cookie's activities represent:

There are millions of blogs on the Internet today but the number of new blogs seems to have peaked meaning blogs will decrease steadily over the next few years.

The primary purpose of a push strategy is to:

To be successful, salespeople find that their job responsibilities extend far beyond just closing the sale.

The most important internal sales promotion efforts are directed toward:

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

Filters