Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Identify the advantages and disadvantages of newspapers and cable and broadcast TV as media to carry your firm's promotional message.Which of the two receives the most advertising revenues and what are key advantages and disadvantages of both?

Accepted Answer

Direct mail gets the largest share of ad

Question 3

According to the Connecting with Small Business box,celebrity endorsements are more important than ever.Customers don't trust any consumer reviews.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A)  Giving consumers access to limited information 
B)  Tracking customer purchases 
C)  "Promoting to" rather than "working with" customers 
D)  Offering full-service purchases over their cell phones 
A)  Giving consumers access to limited information 
B)  Tracking customer purchases 
C)  "Promoting to" rather than "working with" customers 
D)  Offering full-service purchases over their cell phones

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

James Erler likes to search online for values at sites like Drugstore.com and do online comparisons of what he thinks are the best products for him at the right price.James would be a consumer active in using a pick economy.

Accepted Answer

A) True 
 B)False

Question 7

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 8

Interactive promotion allows customers and companies to work together to create mutually beneficial exchange relationships in an ongoing dialogue.

Accepted Answer

A) True 
 B)False

Question 9

Bethany just finished making a sales presentation to a major prospect.In the next step of the selling process,Bethany will likely be:

Accepted Answer

A)  processing the customer's order. 
B)  closing the sale,by asking the customer to make a commitment. 
C)  answering customer questions and dealing with objections. 
D)  setting an appointment for the customer to meet with her boss. 
A)  processing the customer's order. 
B)  closing the sale,by asking the customer to make a commitment. 
C)  answering customer questions and dealing with objections. 
D)  setting an appointment for the customer to meet with her boss.

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

Bonnie faces the challenge of developing the promotion mix for a new business.Given the uniqueness of the new products and a very limited budget,Bonnie confronts a creditability problem.She realizes that the promotional messages of an unknown firm may be met with skepticism.Bonnie should consider:

Accepted Answer

A)  publicity to help create a positive image for her firm and its products. 
B)  the extensive use of persuasive advertising. 
C)  emphasizing personal selling rather than public relations. 
D)  changing jobs because this situation is hopeless. 
A)  publicity to help create a positive image for her firm and its products. 
B)  the extensive use of persuasive advertising. 
C)  emphasizing personal selling rather than public relations. 
D)  changing jobs because this situation is hopeless.

Question 12

Depending upon the promotional campaign,advertising may include paid and non-paid forms of non-personal communication.

Accepted Answer

A) True 
 B)False

Question 13

When managing the promotion mix,marketers are utilizing technology to deliver important information directly to the customer.For example,during the spring planting season,Home Depot™ and Lowes™ added bar codes to plants.When scanned with a mobile app (using one's smart phone applications),customers could make better buying decisions.The bar code offered information on planting time,watering schedule,sun vs.shade plants,and other pertinent tips on each plant.Home Depot even ran a bar-code commercial,to let its customers know how it was using technology to assist them with their spring planting decisions.Whether using new promotional methods or traditional promotional methods,Home Depot:

Accepted Answer

A)  Utilized pull strategy because it directed its campaign to the stores where the products are sold. 
B)  Utilized push strategy because it directed its messages to consumers,permitting them to subscribe to the pick economy. 
C)  Utilized pull strategy because it directed its messages to consumers. 
D)  Utilized push strategy because it directed its messages to its stores that were already equipped with bar code technology. 
A)  Utilized pull strategy because it directed its campaign to the stores where the products are sold. 
B)  Utilized push strategy because it directed its messages to consumers,permitting them to subscribe to the pick economy. 
C)  Utilized pull strategy because it directed its messages to consumers. 
D)  Utilized push strategy because it directed its messages to its stores that were already equipped with bar code technology.

Question 14

Successful PR departments find that listening to the public is not enough.They have to tell the public that they are being responsive.

Accepted Answer

A) True 
 B)False

Question 15

Publicity is often referred to as the talking arm of public relations.

Accepted Answer

A) True 
 B)False

Question 16

Sales promotion programs can be used as a means to generate employee enthusiasm.

Accepted Answer

A) True 
 B)False

Question 17

The distribution method for audio and video programs via the Internet that lets users subscribe to a number of files or feeds is called a:

Accepted Answer

A)  webcast. 
B)  podcast. 
C)  blog. 
D)  filecast. 
A)  webcast. 
B)  podcast. 
C)  blog. 
D)  filecast.

Question 18

Advertising helps to cover the production costs of newspapers and magazines.

Accepted Answer

A) True 
 B)False

Question 19

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 20

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

Accepted Answer

A)  prospecting 
B)  introduction 
C)  qualifying 
D)  approach 
A)  prospecting 
B)  introduction 
C)  qualifying 
D)  approach

Exam 16: Using Effective Promotions

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

Identify the advantages and disadvantages of newspapers and cable and broadcast TV as media to carry your firm's promotional message.Which of the two receives the most advertising revenues and what are key advantages and disadvantages of both?

According to the Connecting with Small Business box,celebrity endorsements are more important than ever.Customers don't trust any consumer reviews.

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

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

James Erler likes to search online for values at sites like Drugstore.com and do online comparisons of what he thinks are the best products for him at the right price.James would be a consumer active in using a pick economy.

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

Interactive promotion allows customers and companies to work together to create mutually beneficial exchange relationships in an ongoing dialogue.

Bethany just finished making a sales presentation to a major prospect.In the next step of the selling process,Bethany will likely be:

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.

Bonnie faces the challenge of developing the promotion mix for a new business.Given the uniqueness of the new products and a very limited budget,Bonnie confronts a creditability problem.She realizes that the promotional messages of an unknown firm may be met with skepticism.Bonnie should consider:

Depending upon the promotional campaign,advertising may include paid and non-paid forms of non-personal communication.

Successful PR departments find that listening to the public is not enough.They have to tell the public that they are being responsive.

Publicity is often referred to as the talking arm of public relations.

Sales promotion programs can be used as a means to generate employee enthusiasm.

The distribution method for audio and video programs via the Internet that lets users subscribe to a number of files or feeds is called a:

Advertising helps to cover the production costs of newspapers and magazines.

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

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

Taking Risks and Making Profits Within the Dynamic Business Environment

Understanding How Economics 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

Adapting Organizations to Todays Markets

Production and Operations Management

Motivating Employees

Human Resource Management: Finding and Keeping the Best Employees

Dealing With Employee-Management Issues and Relationships

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

Appendix A: Using Technology to Manage Information

Appendix B: Managing Risk

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