Exam 16: Using Effective Promotions

The total systems approach to marketing emphasizes communication with which of the following groups?

As a manager for a firm that produces a variety of recreational equipment and sporting goods, Kevin 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. Kevin feels that the best way to create an image of high quality, safe products is to develop an extensive advertising campaign. Kevin realizes that publicity lacks the credibility that advertising can generate.

In evaluating the best advertising medium to reach a specific target market the clear choice is:

The purpose of a is to move the selling process toward an actual product purchase.

In the seven step B2B selling process, the selection of potential customers is known as:

The Hispanic and Asian populations in the U.S. are growing rapidly. To effectively reach these groups marketers should:

Motivated by the disrespectful treatment he received at a department store, Karnell shared his bad experience on an Internet chat room. He encouraged others to follow his lead and not patronize that store. Karnell's statements represent word-of-mouth promotion.

After completing his sales presentation, Jerald's client expressed her concerns and questioned some of the details of the sales proposal. An effective salesperson would:

When marketers advertise on a big online search engine like Yahoo or Google, they can reach the people they most want to reach.

Questions and objections from customers following a sales presentation indicate that a salesperson that was poorly prepared for his/her presentation.

To be effective and maintain its independence, the public relations department should avoid establishing close relationships with the media, community leaders, and other corporate stakeholders.

When an organization uses advertising to create an attractive image for itself, this type of advertising is called:

Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is called:

While the Greedy Corporation legally harvests trees in national forests, this activity is particularly unpopular with environmentalists and tourists. The best strategy to respond to this criticism is to ignore the complaints or views of the public and design an aggressive ad campaign emphasizing the jobs and economic benefits created by their logging operations.