Question 1

A testimonial represents communication from a customer that praises a firm's products.

Accepted Answer

A) True 
 B)False

Question 2

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

Accepted Answer

A) True 
 B)False

Question 3

Nightbrite Company's ________ relies heavily on advertising,personal selling,and a limited use of product sampling.

Accepted Answer

A)  marketing mix 
B)  promotion mix 
C)  communication network 
D)  transfer marketing 
A)  marketing mix 
B)  promotion mix 
C)  communication network 
D)  transfer marketing

Question 4

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.

Accepted Answer

A) True 
 B)False

Question 5

The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is a major strength of direct mail advertising?

Accepted Answer

A)  Low cost 
B)  Widespread acceptance by consumers 
C)  Subject to few restrictions or regulations 
D)  Ability to accurately target specific markets 
A)  Low cost 
B)  Widespread acceptance by consumers 
C)  Subject to few restrictions or regulations 
D)  Ability to accurately target specific markets

Question 7

Green Space is an organization concerned about preserving forests and wilderness areas.They hope to raise the public's awareness regarding this issue.Green Space can communicate their concern by utilizing advocacy advertising.

Accepted Answer

A) True 
 B)False

Question 8

CarGo uses its Web page to target car parts stores and car owners and tell them of the benefits of using their long lasting spark plugs.CarGo apparently uses the Internet:

Accepted Answer

A)  for its push strategy. 
B)  for its pull strategy. 
C)  for both its push and pull strategies. 
D)  for its product placement strategy. 
A)  for its push strategy. 
B)  for its pull strategy. 
C)  for both its push and pull strategies. 
D)  for its product placement strategy.

Question 9

Coupons,contests,and sampling are examples of sales promotion activities.

Accepted Answer

A) True 
 B)False

Question 10

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A)  prospects. 
B)  intermediaries. 
C)  buyers. 
D)  cohorts. 
A)  prospects. 
B)  intermediaries. 
C)  buyers. 
D)  cohorts.

Question 14

Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers,since they ultimately decide the fate of a product.

Accepted Answer

A) True 
 B)False

Question 15

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 16

Personal selling involves the face-to-face presentation and promotion of products.

Accepted Answer

A) True 
 B)False

Question 17

When developing the promotional campaign for a new product,the first step for a firm is to identify their target market.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A)  consumers. 
B)  retailers. 
C)  wholesalers. 
D)  manufacturers. 
A)  consumers. 
B)  retailers. 
C)  wholesalers. 
D)  manufacturers.

Question 19

Creating a positive brand image by using all the promotional tools in a comprehensive,unified promotional strategy is called:

Accepted Answer

A)  brand awareness. 
B)  brand publicity. 
C)  interactive promotional communication. 
D)  integrated marketing communication. 
A)  brand awareness. 
B)  brand publicity. 
C)  interactive promotional communication. 
D)  integrated marketing communication.

Question 20

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the New England Pharmaceutical Corporation.Outline the highlights of applying both (a)a pull strategy and (b)a push strategy.

Accepted Answer

In a pull promotional strategy,heavy adv

Exam 16: Using Effective Promotions

A testimonial represents communication from a customer that praises a firm's products.

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

Nightbrite Company's ________ relies heavily on advertising,personal selling,and a limited use of product sampling.

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.

The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.

Which of the following is a major strength of direct mail advertising?

Green Space is an organization concerned about preserving forests and wilderness areas.They hope to raise the public's awareness regarding this issue.Green Space can communicate their concern by utilizing advocacy advertising.

CarGo uses its Web page to target car parts stores and car owners and tell them of the benefits of using their long lasting spark plugs.CarGo apparently uses the Internet:

Coupons,contests,and sampling are examples of sales promotion activities.

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

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

Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

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

Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers,since they ultimately decide the fate of a product.

Which of the following statements is the most accurate?

Personal selling involves the face-to-face presentation and promotion of products.

When developing the promotional campaign for a new product,the first step for a firm is to identify their target market.

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

Creating a positive brand image by using all the promotional tools in a comprehensive,unified promotional strategy is called:

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the New England Pharmaceutical Corporation.Outline the highlights of applying both (a)a pull strategy and (b)a push strategy.

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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