Question 1

The free tickets,backstage passes and merchandise firms give to people who agree to hype products through Internet chat rooms are called:

Accepted Answer

A)  virtual sweeteners. 
B)  swag. 
C)  chat cache. 
D)  cookies. 
A)  virtual sweeteners. 
B)  swag. 
C)  chat cache. 
D)  cookies.

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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.
-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 4

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

Accepted Answer

A) True 
 B)False

Question 5

One advantage of magazine advertising is that:

Accepted Answer

A)  the ad must conform to post office regulations. 
B)  the exposure time is short. 
C)  the ad is available at the point of purchase. 
D)  the ad can target specific audiences. 
A)  the ad must conform to post office regulations. 
B)  the exposure time is short. 
C)  the ad is available at the point of purchase. 
D)  the ad can target specific audiences.

Question 6

The purpose of institutional advertising is to create an attractive image for an organization.

Accepted Answer

A) True 
 B)False

Question 7

Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication.

Accepted Answer

A) True 
 B)False

Question 8

Virtual trade shows are not effective at promoting tangible goods therefore they promote services rather than tangible products.

Accepted Answer

A) True 
 B)False

Question 9

As a salesperson in the B2B market,Patty regularly calls on clients to stay informed of their needs or problems.Her objective is to develop solutions to meet their needs and resolve their problems.The Internet allows Patty to track products in the supply chain and to learn about pricing and promotions that would be of interest to her clients.When Patty works with her existing clients there is no need for the __________ step of the B2B selling process.

Accepted Answer

A)  prospect and qualify 
B)  approach 
C)  answer objections 
D)  close sale 
A)  prospect and qualify 
B)  approach 
C)  answer objections 
D)  close sale

Question 10

_________ refers to any paid,non-personal communication through various media by organizations and individuals who are in some way identified in the message.

Accepted Answer

A)  Publicity 
B)  Promotion 
C)  Public relations 
D)  Advertising 
A)  Publicity 
B)  Promotion 
C)  Public relations 
D)  Advertising

Question 11

A 30-second Super Bowl commercial costs about $3 million,but given the audience for its telecast is considered an effective advertising purchase.

Accepted Answer

A) True 
 B)False

Question 12

Last year,New Era Cap Company (Buffalo,NY)celebrated its 90th anniversary in business as a privately held company that makes a variety of hats and one of two suppliers of official MLB (major league baseball)caps.According to the New York Times,the company invited "90 influential people to create one-of-a-kind caps to be auctioned off for charity." As a student of marketing,you would categorize this promotional event as a form of ____________.

Accepted Answer

A)  viral marketing 
B)  blogging 
C)  advertising 
D)  sales promotion. 
A)  viral marketing 
B)  blogging 
C)  advertising 
D)  sales promotion.

Question 13

The effectiveness of direct mail advertising suffers from:

Accepted Answer

A)  its inflexibility. 
B)  the limited length of the message. 
C)  the consumer perception that it is junk mail. 
D)  its inability to target specific markets. 
A)  its inflexibility. 
B)  the limited length of the message. 
C)  the consumer perception that it is junk mail. 
D)  its inability to target specific markets.

Question 14

According to the Connecting with Social Media box,companies can always control what is said about them online.

Accepted Answer

A) True 
 B)False

Question 15

When a manufacturer advertises to wholesalers and retailers in an attempt to encourage them to carry its products,it is engaging in institutional advertising.

Accepted Answer

A) True 
 B)False

Question 16

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.

Accepted Answer

A) True 
 B)False

Question 17

Budliter has a new ad campaign for its product.In an effort to determine whether consumers like the ad and characters it created,Budliter is monitoring _________,or online diaries for mention of their campaign.

Accepted Answer

A)  podcasts 
B)  viral websites 
C)  blogs 
D)  Neilsen reports 
A)  podcasts 
B)  viral websites 
C)  blogs 
D)  Neilsen reports

Question 18

The major complaint with advertising is that it provides no real benefits to the public.

Accepted Answer

A) True 
 B)False

Question 19

A good public relations program recognizes that the:

Accepted Answer

A)  company must not ever admit fault. 
B)  firm must be willing to make changes in its policies and procedures. 
C)  firm must be independent of production and service activities. 
D)  it's unsafe to trust the media since it profits by selling bad news. 
A)  company must not ever admit fault. 
B)  firm must be willing to make changes in its policies and procedures. 
C)  firm must be independent of production and service activities. 
D)  it's unsafe to trust the media since it profits by selling bad news.

Question 20

To generate enthusiasm about a good or service,sales promotion:

Accepted Answer

A)  targets groups internally and externally. 
B)  directs stockholders to sell their stock when prices increase. 
C)  is ineffective in reaching the B2B market. 
D)  has declined in importance because of time and cost limitations. 
A)  targets groups internally and externally. 
B)  directs stockholders to sell their stock when prices increase. 
C)  is ineffective in reaching the B2B market. 
D)  has declined in importance because of time and cost limitations.

The free tickets,backstage passes and merchandise firms give to people who agree to hype products through Internet chat rooms are called:

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

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

One advantage of magazine advertising is that:

The purpose of institutional advertising is to create an attractive image for an organization.

Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication.

Virtual trade shows are not effective at promoting tangible goods therefore they promote services rather than tangible products.

_________ refers to any paid,non-personal communication through various media by organizations and individuals who are in some way identified in the message.

A 30-second Super Bowl commercial costs about $3 million,but given the audience for its telecast is considered an effective advertising purchase.

The effectiveness of direct mail advertising suffers from:

According to the Connecting with Social Media box,companies can always control what is said about them online.

When a manufacturer advertises to wholesalers and retailers in an attempt to encourage them to carry its products,it is engaging in institutional advertising.

Budliter has a new ad campaign for its product.In an effort to determine whether consumers like the ad and characters it created,Budliter is monitoring _________,or online diaries for mention of their campaign.

The major complaint with advertising is that it provides no real benefits to the public.

A good public relations program recognizes that the:

To generate enthusiasm about a good or service,sales promotion:

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

Filters

Exam 16: Using Effective Promotions

The free tickets,backstage passes and merchandise firms give to people who agree to hype products through Internet chat rooms are called:

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

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

One advantage of magazine advertising is that:

The purpose of institutional advertising is to create an attractive image for an organization.

Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication.

Virtual trade shows are not effective at promoting tangible goods therefore they promote services rather than tangible products.

_________ refers to any paid,non-personal communication through various media by organizations and individuals who are in some way identified in the message.

A 30-second Super Bowl commercial costs about $3 million,but given the audience for its telecast is considered an effective advertising purchase.

The effectiveness of direct mail advertising suffers from:

According to the Connecting with Social Media box,companies can always control what is said about them online.

When a manufacturer advertises to wholesalers and retailers in an attempt to encourage them to carry its products,it is engaging in institutional advertising.

Budliter has a new ad campaign for its product.In an effort to determine whether consumers like the ad and characters it created,Budliter is monitoring _________,or online diaries for mention of their campaign.

The major complaint with advertising is that it provides no real benefits to the public.

A good public relations program recognizes that the:

To generate enthusiasm about a good or service,sales promotion:

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

Filters