Question 1

The approach step of the selling process attempts to:

Accepted Answer

A)  qualify potential customers who are willing and able to buy. 
B)  build credibility and establish rapport. 
C)  close the sale. 
D)  learn about potential customers and their wants and needs. 
A)  qualify potential customers who are willing and able to buy. 
B)  build credibility and establish rapport. 
C)  close the sale. 
D)  learn about potential customers and their wants and needs.

Question 2

Unlike other promotional tools, such as advertising and personal selling, publicity is free.

Accepted Answer

A) True 
 B)False

Question 3

Lenora just finished writing a news release regarding a new product developed by her firm. She intends to e-mail the message to local radio stations and newspapers in hope that they will find the information newsworthy and run a story about the product. Lenora's efforts represent the firm's:

Accepted Answer

A)  public relations. 
B)  institutional advertising. 
C)  secondary advertising. 
D)  interactive marketing. 
A)  public relations. 
B)  institutional advertising. 
C)  secondary advertising. 
D)  interactive marketing.

Question 4

The management of GamesPeople designed a comprehensive strategy that unifies advertising, personal selling, public relations and sales promotion activities creating a consistent message. This effort to promote a positive brand image represents a(n) ________ program.

Accepted Answer

A)  global marketing 
B)  interactive promotion 
C)  integrated marketing communication 
D)  unified segmentation 
A)  global marketing 
B)  interactive promotion 
C)  integrated marketing communication 
D)  unified segmentation

Question 5

Which of the following statements is most accurate?

Accepted Answer

A)  Sales promotions are targeted both internally and externally. 
B)  Sales promotion efforts are directed at nonprofit organizations. 
C)  Dealers are inappropriate targets of sales promotion activities. 
D)  The goal of sales promotion activities is to create consumer awareness. 
A)  Sales promotions are targeted both internally and externally. 
B)  Sales promotion efforts are directed at nonprofit organizations. 
C)  Dealers are inappropriate targets of sales promotion activities. 
D)  The goal of sales promotion activities is to create consumer awareness.

Question 6

A firm's promotion mix consists of its pricing and distribution strategies.

Accepted Answer

A) True 
 B)False

Question 7

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.

Accepted Answer

A) True 
 B)False

Question 8

Independent producers can create self-published syndicated shows using:

Accepted Answer

A)  webcasting. 
B)  email. 
C)  podcasting. 
D)  electronic production. 
A)  webcasting. 
B)  email. 
C)  podcasting. 
D)  electronic production.

Question 9

Which of the following statements is the most accurate?

Accepted Answer

A)  Advertising helps pay for production costs of newspapers and magazines. 
B)  Word of mouth is the most effective form of advertising. 
C)  Advertising does not really provide information to consumers; it merely persuades consumers to buy advertised products. 
D)  Consumers don't remember good advertisements. 
A)  Advertising helps pay for production costs of newspapers and magazines. 
B)  Word of mouth is the most effective form of advertising. 
C)  Advertising does not really provide information to consumers; it merely persuades consumers to buy advertised products. 
D)  Consumers don't remember good advertisements.

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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.

Accepted Answer

A) True 
 B)False

Question 12

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 cardio 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.
-Before they look at specific promotional tools, Melody and Tom agree that they want a promotion mix that is both comprehensive and unified. They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image. Melody and Tom want to implement a(n):

Accepted Answer

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

Question 13

Which of the following is a B2B sales promotion activity?

Accepted Answer

A)  Contests 
B)  Advertising 
C)  Vending sales 
D)  Conventions 
A)  Contests 
B)  Advertising 
C)  Vending sales 
D)  Conventions

Question 14

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

Accepted Answer

A)  retail advertising. 
B)  trade advertising. 
C)  business-to-business advertising. 
D)  institutional advertising. 
A)  retail advertising. 
B)  trade advertising. 
C)  business-to-business advertising. 
D)  institutional advertising.

Question 15

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

Accepted Answer

A)  retail advertising. 
B)  trade advertising. 
C)  comparison advertising. 
D)  institutional advertising. 
A)  retail advertising. 
B)  trade advertising. 
C)  comparison advertising. 
D)  institutional advertising.

Question 16

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

Accepted Answer

A) True 
 B)False

Question 17

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 18

Explain how publicity differs from advertising. What are the advantages and disadvantages of publicity in a firm's promotion strategy?

Accepted Answer

Publicity is any information about an in

Question 19

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers. Which of the following represents the preferred advertising medium to achieve their goal?

Accepted Answer

A)  The Internet 
B)  Radio 
C)  Newspapers 
D)  Trade shows 
A)  The Internet 
B)  Radio 
C)  Newspapers 
D)  Trade shows

Question 20

When advertising in global markets it is important to remember that brand names and promotional campaigns can often be translated into a local language differently from what the marketer has attempted to say.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

The approach step of the selling process attempts to:

Unlike other promotional tools, such as advertising and personal selling, publicity is free.

Lenora just finished writing a news release regarding a new product developed by her firm. She intends to e-mail the message to local radio stations and newspapers in hope that they will find the information newsworthy and run a story about the product. Lenora's efforts represent the firm's:

The management of GamesPeople designed a comprehensive strategy that unifies advertising, personal selling, public relations and sales promotion activities creating a consistent message. This effort to promote a positive brand image represents a(n) ________ program.

Which of the following statements is most accurate?

A firm's promotion mix consists of its pricing and distribution strategies.

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.

Independent producers can create self-published syndicated shows using:

Which of the following statements is the most accurate?

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

Which of the following is a B2B sales promotion activity?

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

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

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

Today's public relations departments:

Explain how publicity differs from advertising. What are the advantages and disadvantages of publicity in a firm's promotion strategy?

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers. Which of the following represents the preferred advertising medium to achieve their goal?

When advertising in global markets it is important to remember that brand names and promotional campaigns can often be translated into a local language differently from what the marketer has attempted to say.

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

Managing the Marketing Mix: Product, Price, Place and Promotion

Extension: Working Within the Legal Environment

Extension: Using Technology to Manage Information

Extension: Managing Risk

Extension: Managing Personal Finances

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