Exam 16: Using Effective Promotions

Which of the following is required to build meaningful relationships with customers?

"You never get a second chance to make a good first impression," captures the importance of the step in the selling process.

The total systems approach to marketing combines a firm's promotional efforts for the exclusive satisfaction of the firm's consumers.

Muscleup promotes its liquid protein drink directly to consumers through television ads, infomercials, and newspaper coupons. The company is making use of a push strategy to reach their customers.

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete aerobic workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Tom and Melody have decided to work together to write a news release that describes the benefits of MuscleMaster and cites the rave reviews of the fitness experts who have already tried the equipment. They intend to send the release to a list of columnists who write in fitness magazines or have health and fitness columns in newspapers, hoping that some of these writers will include information about the MuscleMaster in their articles. Tom and Melody hope to utilize:

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Anything that encourages people to talk favorably about an organization may be effective word-of-mouth promotion.

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

The development of a unified promotional strategy that uses each element of the promotion mix to create a favorable brand image is the goal of a primary promotional process.

As a component of the promotion mix, advertising includes each of the activities marketers use to inform people about products and persuade them to participate in an exchange.

While word of mouth represents an effective promotional tool, the need for face-to-face communication limits its usefulness.

The popularity of infomercials has declined in recent years.

Wee Be Irish produces authentic Irish gifts and clothing. Wee Be Irish uses a good deal of television advertising and sales promotion activities to attract consumers to retail shops in search of its brand. Wee Be Irish utilizes a strategy:

Compared to effective comparative advertising, publicity is generally considered less believable.

The use of infomercials represents an effective use of advertising dollars.

advertising encourages wholesalers and retailers to carry the products of a specific manufacturer.

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

People with an unmet need, the authority to buy, and the willingness to listen to a sales message represent a firm's:

Companies that adopt a pull strategy target their promotional efforts toward:

Podcasting is a means of distributing audio and video programs but these programs can only be seen and heard using technology such as an Apple iPod.