Question 1

A major responsibility of the public relations department is to:

Accepted Answer

A)  decide on the appropriate mix of advertising media. 
B)  maintain close ties with the media,community leaders,government officials and other stakeholders. 
C)  identify appropriate markets for the firm's products,and then select the most likely customers in each market. 
D)  train salespeople to interact better with their company's customers. 
A)  decide on the appropriate mix of advertising media. 
B)  maintain close ties with the media,community leaders,government officials and other stakeholders. 
C)  identify appropriate markets for the firm's products,and then select the most likely customers in each market. 
D)  train salespeople to interact better with their company's customers.

Question 2

A pull strategy utilizes consumer demand for a product to motivate retailers and wholesalers to actively market the product.

Accepted Answer

A) True 
 B)False

Question 3

New technology allows marketers to promote products to consumers through cell phones using text messaging.

Accepted Answer

A) True 
 B)False

Question 4

Pat's Pie Pantry generates significant word-of-mouth advertising by delighting their customers with delicious pies.Word of mouth represents the use of advertising.

Accepted Answer

A) True 
 B)False

Question 5

The final step of the selling process involves:

Accepted Answer

A)  follow up. 
B)  closing. 
C)  posting. 
D)  trial closing. 
A)  follow up. 
B)  closing. 
C)  posting. 
D)  trial closing.

Question 6

Which of the following statements about global advertising is most correct?

Accepted Answer

A)  Firms should avoid advertising in foreign markets and rely instead on other elements of their promotion mix,such as personal selling and public relations. 
B)  Television is the best advertising medium for U.S.firms trying to promote their products in foreign countries. 
C)  Global advertising involves developing a single promotional strategy that can be implemented worldwide. 
D)  Given the lower incomes of consumers in many foreign countries,the best way to promote American goods is utilizing a low price strategy. 
A)  Firms should avoid advertising in foreign markets and rely instead on other elements of their promotion mix,such as personal selling and public relations. 
B)  Television is the best advertising medium for U.S.firms trying to promote their products in foreign countries. 
C)  Global advertising involves developing a single promotional strategy that can be implemented worldwide. 
D)  Given the lower incomes of consumers in many foreign countries,the best way to promote American goods is utilizing a low price strategy.

Question 7

In terms of total dollars spent,the number one and two advertising media are:

Accepted Answer

A)  broadcast and cable television along with direct mail. 
B)  the Internet and television. 
C)  television and newspapers. 
D)  newspapers and radio. 
A)  broadcast and cable television along with direct mail. 
B)  the Internet and television. 
C)  television and newspapers. 
D)  newspapers and radio.

Question 8

When marketing to consumers in the global population,it's important for companies to remember that promoting products:

Accepted Answer

A)  is easy and profitable if they are well-known brands. 
B)  can be accomplished using a global approach since consumers are more alike than most people think. 
C)  is best done by using personal selling and product sampling. 
D)  calls for attention to cultural differences and possible translation problems. 
A)  is easy and profitable if they are well-known brands. 
B)  can be accomplished using a global approach since consumers are more alike than most people think. 
C)  is best done by using personal selling and product sampling. 
D)  calls for attention to cultural differences and possible translation problems.

Question 9

Best Pick,a home electronics superstore,knows the value of reassuring their current customers that they made the right choice when they decided to give Best Pick their business.Testimonials would be an effective promotional activity to confirm the purchase decisions of Best Pick's customers.

Accepted Answer

A) True 
 B)False

Question 10

Closing the sale represents success for the salesperson and the final step in the selling process.

Accepted Answer

A) True 
 B)False

Question 11

The evidence supports the position that promotional efforts specifically designed for individual countries produce:

Accepted Answer

A)  less sales and profits than a global promotional strategy. 
B)  better results than a global promotional strategy. 
C)  higher overall costs than a global promotional strategy. 
D)  superior results only when the product is also produced in each country. 
A)  less sales and profits than a global promotional strategy. 
B)  better results than a global promotional strategy. 
C)  higher overall costs than a global promotional strategy. 
D)  superior results only when the product is also produced in each country.

Question 12

Gardening.com is an online retailer of garden products.By allowing communication between gardeners and experts via its website,Gardening.com is using:

Accepted Answer

A)  interactive promotion. 
B)  a linked marketing contact system. 
C)  a flexible response strategy. 
D)  an asynchronous relationship. 
A)  interactive promotion. 
B)  a linked marketing contact system. 
C)  a flexible response strategy. 
D)  an asynchronous relationship.

Question 13

Recently,Algonquin Books partnered with Barnes & Noble to offer a unique ________.If you purchase one of 12 paperback books published by Algonquin,you can choose one of 12 e-Books for $3 (a much lower price than a regular e-Book).The goal is to increase traffic in bookstores.

Accepted Answer

A)  sales promotion 
B)  publicity stunt 
C)  direct marketing opportunity 
D)  advertisement 
A)  sales promotion 
B)  publicity stunt 
C)  direct marketing opportunity 
D)  advertisement

Question 14

Mailing ads to nearby residents helps grocery stores reach their target market with information of special sales.This represents direct mail advertising.

Accepted Answer

A) True 
 B)False

Question 15

The traditional promotion mix for a firm consists of the:

Accepted Answer

A)  strategic mix of price,product,place and advertising. 
B)  various types of advertising media the firm selects to reach each specific target market. 
C)  marketing intermediaries employed by the firm to create a supply value chain. 
D)  advertising,personal selling,public relations,and sales promotion used to reach a target market. 
A)  strategic mix of price,product,place and advertising. 
B)  various types of advertising media the firm selects to reach each specific target market. 
C)  marketing intermediaries employed by the firm to create a supply value chain. 
D)  advertising,personal selling,public relations,and sales promotion used to reach a target market.

Question 16

The goal of __________ is to inform and remind people in a target market about specific products,eventually persuading them to participate in an exchange.

Accepted Answer

A)  promotion 
B)  market research 
C)  market segmentation 
D)  marketing loyalty 
A)  promotion 
B)  market research 
C)  market segmentation 
D)  marketing loyalty

Question 17

The average cost of a single sales call to a potential B2B buyer is expensive costing as much as $400.

Accepted Answer

A) True 
 B)False

Question 18

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 19

A __________ allows B2B buyers to see products on the Internet 24 hours a day,365 days a year without having to leave their office.

Accepted Answer

A)  virtual trade show 
B)  direct marketing show 
C)  shopping network 
D)  cyber market 
A)  virtual trade show 
B)  direct marketing show 
C)  shopping network 
D)  cyber market

Question 20

The most effective sales promotion programs target customers,rather than employees and marketing intermediaries.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

A major responsibility of the public relations department is to:

A pull strategy utilizes consumer demand for a product to motivate retailers and wholesalers to actively market the product.

New technology allows marketers to promote products to consumers through cell phones using text messaging.

Pat's Pie Pantry generates significant word-of-mouth advertising by delighting their customers with delicious pies.Word of mouth represents the use of advertising.

The final step of the selling process involves:

Which of the following statements about global advertising is most correct?

In terms of total dollars spent,the number one and two advertising media are:

When marketing to consumers in the global population,it's important for companies to remember that promoting products:

Best Pick,a home electronics superstore,knows the value of reassuring their current customers that they made the right choice when they decided to give Best Pick their business.Testimonials would be an effective promotional activity to confirm the purchase decisions of Best Pick's customers.

Closing the sale represents success for the salesperson and the final step in the selling process.

The evidence supports the position that promotional efforts specifically designed for individual countries produce:

Gardening.com is an online retailer of garden products.By allowing communication between gardeners and experts via its website,Gardening.com is using:

Recently,Algonquin Books partnered with Barnes & Noble to offer a unique ________.If you purchase one of 12 paperback books published by Algonquin,you can choose one of 12 e-Books for $3 (a much lower price than a regular e-Book).The goal is to increase traffic in bookstores.

Mailing ads to nearby residents helps grocery stores reach their target market with information of special sales.This represents direct mail advertising.

The traditional promotion mix for a firm consists of the:

The goal of __________ is to inform and remind people in a target market about specific products,eventually persuading them to participate in an exchange.

The average cost of a single sales call to a potential B2B buyer is expensive costing as much as $400.

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

A __________ allows B2B buyers to see products on the Internet 24 hours a day,365 days a year without having to leave their office.

The most effective sales promotion programs target customers,rather than employees and marketing intermediaries.

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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