Question 1

Public relations departments work closely with media,avoiding the time consuming effort of interacting with individual customers.

Accepted Answer

A) True 
 B)False

Question 2

Mo's Movies markets DVD and Blu-Ray movies via the Internet.The company recently adopted a new program that offers their current customers free DVDs if they encourage their friends to visit Mo's Movies website.This promotional program represents:

Accepted Answer

A)  second stage advertising. 
B)  viral marketing. 
C)  interlinked promotion. 
D)  virtual inducement. 
A)  second stage advertising. 
B)  viral marketing. 
C)  interlinked promotion. 
D)  virtual inducement.

Question 3

Viral marketing describes everything from paying people to say positive things on the Internet to schemes where consumers get commissions for directing friends to specific websites.

Accepted Answer

A) True 
 B)False

Question 4

Compared to other promotional tools,publicity:

Accepted Answer

A)  costs more. 
B)  offers the firm little control over the message. 
C)  prevents a response from competitive firms. 
D)  is the easiest to manage. 
A)  costs more. 
B)  offers the firm little control over the message. 
C)  prevents a response from competitive firms. 
D)  is the easiest to manage.

Question 5

Interactive promotion:

Accepted Answer

A)  attempts to create a dialogue between buyers and sellers. 
B)  transforms the approach from "working with" to "promoting to" customers. 
C)  fails to build long term relationships with customers. 
D)  is an increasingly important element of the personal selling mix. 
A)  attempts to create a dialogue between buyers and sellers. 
B)  transforms the approach from "working with" to "promoting to" customers. 
C)  fails to build long term relationships with customers. 
D)  is an increasingly important element of the personal selling mix.

Question 6

________ refers to the face-to-face presentation and promotion of goods and services.This also includes searching for prospects and providing follow-up services.

Accepted Answer

A)  Word-of-mouth promotion 
B)  Personal selling 
C)  Public relations 
D)  Internal marketing 
A)  Word-of-mouth promotion 
B)  Personal selling 
C)  Public relations 
D)  Internal marketing

Question 7

In evaluating the promotion mix,it's fair to say that large organizations are best reached through personal selling.

Accepted Answer

A) True 
 B)False

Question 8

As a new salesperson for a textbook publisher,Kylie is creating a list of professors that decide what texts their schools use.She plans to email these schools to determine what texts they are currently using and if they plan to adopt a new text.Identifying those decision makers that are willing to consider one of her texts is called:

Accepted Answer

A)  personal development. 
B)  sales identification. 
C)  preliminary sales analysis. 
D)  prospecting and qualifying. 
A)  personal development. 
B)  sales identification. 
C)  preliminary sales analysis. 
D)  prospecting and qualifying.

Question 9

Evidence indicates that the best promotional strategy for firms operating globally is:

Accepted Answer

A)  a "one mix fits all" strategy. 
B)  to uniquely design a strategy for each country. 
C)  based on total operating costs and the nation's disposable income. 
D)  designed by foreign intermediaries who control promotion. 
A)  a "one mix fits all" strategy. 
B)  to uniquely design a strategy for each country. 
C)  based on total operating costs and the nation's disposable income. 
D)  designed by foreign intermediaries who control promotion.

Question 10

A firm's promotion mix refers to the combination of different promotional tools used to persuade consumers to participate in an exchange.

Accepted Answer

A) True 
 B)False

Question 11

Effective selling involves helping others to satisfy their wants and needs.

Accepted Answer

A) True 
 B)False

Question 12

A blog is an online diary that looks like a Web page but is easier to create and update by posting text,photos,or links to another site.

Accepted Answer

A) True 
 B)False

Question 13

Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company.To generate interest for this new product,the company sent a free package of six cookies to selected homes along with a 50-cent coupon.Arizona Cookie's activities represent:

Accepted Answer

A)  trade advertising. 
B)  consumer publicity. 
C)  sales promotion. 
D)  public relations. 
A)  trade advertising. 
B)  consumer publicity. 
C)  sales promotion. 
D)  public relations.

Question 14

One problem with newspaper advertisements is that they have a short life span.

Accepted Answer

A) True 
 B)False

Question 15

It is important to design promotional efforts specifically for individual countries since sometimes the brand is not appealing in the targeted country.For example,a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

Accepted Answer

A) True 
 B)False

Question 16

Registration in Professor McNick's classes reaches maximum enrollment quickly.Students register immediately online just to insure their seat in her class.One student summed it up,"Everyone's heard she is the best teacher on campus." Professor McNick's classes benefit from:

Accepted Answer

A)  viral publicity. 
B)  positive public relations. 
C)  free advertising. 
D)  word-of-mouth promotion. 
A)  viral publicity. 
B)  positive public relations. 
C)  free advertising. 
D)  word-of-mouth promotion.

Question 17

When Pepsi introduced its SoBe product line during spring break in Panama City,Florida and South Padre Island,Texas it gave out free samples and provided free rides on Pepsi trucks.Pepsi was practicing event marketing.

Accepted Answer

A) True 
 B)False

Question 18

Bob is a salesperson for a firm that markets products in a B2B market.His wife,Sally,is a salesperson for a retail store selling top quality electronics goods.While Bob is likely to be successful using follow up after the sale,Sally should avoid this approach.

Accepted Answer

A) True 
 B)False

Question 19

A recent study reveals that regardless of the product or target market,mobile media is not a promotion mix tool that works efficiently.

Accepted Answer

A) True 
 B)False

Question 20

Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

Public relations departments work closely with media,avoiding the time consuming effort of interacting with individual customers.

Mo's Movies markets DVD and Blu-Ray movies via the Internet.The company recently adopted a new program that offers their current customers free DVDs if they encourage their friends to visit Mo's Movies website.This promotional program represents:

Viral marketing describes everything from paying people to say positive things on the Internet to schemes where consumers get commissions for directing friends to specific websites.

Compared to other promotional tools,publicity:

Interactive promotion:

________ refers to the face-to-face presentation and promotion of goods and services.This also includes searching for prospects and providing follow-up services.

In evaluating the promotion mix,it's fair to say that large organizations are best reached through personal selling.

Evidence indicates that the best promotional strategy for firms operating globally is:

A firm's promotion mix refers to the combination of different promotional tools used to persuade consumers to participate in an exchange.

Effective selling involves helping others to satisfy their wants and needs.

A blog is an online diary that looks like a Web page but is easier to create and update by posting text,photos,or links to another site.

Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company.To generate interest for this new product,the company sent a free package of six cookies to selected homes along with a 50-cent coupon.Arizona Cookie's activities represent:

One problem with newspaper advertisements is that they have a short life span.

It is important to design promotional efforts specifically for individual countries since sometimes the brand is not appealing in the targeted country.For example,a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

Registration in Professor McNick's classes reaches maximum enrollment quickly.Students register immediately online just to insure their seat in her class.One student summed it up,"Everyone's heard she is the best teacher on campus." Professor McNick's classes benefit from:

When Pepsi introduced its SoBe product line during spring break in Panama City,Florida and South Padre Island,Texas it gave out free samples and provided free rides on Pepsi trucks.Pepsi was practicing event marketing.

Bob is a salesperson for a firm that markets products in a B2B market.His wife,Sally,is a salesperson for a retail store selling top quality electronics goods.While Bob is likely to be successful using follow up after the sale,Sally should avoid this approach.

A recent study reveals that regardless of the product or target market,mobile media is not a promotion mix tool that works efficiently.

Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

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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