Question 1

One fact that marketers must keep in mind is that publicity can be either positive or negative.

Accepted Answer

A) True 
 B)False

Question 2

Compared to advertising,publicity offers the advantage of greater:

Accepted Answer

A)  flexibility. 
B)  personal appeal. 
C)  believability. 
D)  message repetition. 
A)  flexibility. 
B)  personal appeal. 
C)  believability. 
D)  message repetition.

Question 3

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large,homogeneous group of consumers.

Accepted Answer

A) True 
 B)False

Question 4

In the past,___________________ was an important advertising strategy used in movies.Now it is also used with online video games.It can be easily altered to reflect another advertiser,depending upon which advertiser has purchased ad time.

Accepted Answer

A)  product placement 
B)  direct mail 
C)  sampling 
D)  commercials 
A)  product placement 
B)  direct mail 
C)  sampling 
D)  commercials

Question 5

The B2C selling process has fewer steps than the B2B selling process.

Accepted Answer

A) True 
 B)False

Question 6

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Accepted Answer

A) True 
 B)False

Question 7

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities,such as trade shows,event sponsorships,and contests,is known as:

Accepted Answer

A)  publicity. 
B)  public relations. 
C)  every day low prices. 
D)  sales promotion. 
A)  publicity. 
B)  public relations. 
C)  every day low prices. 
D)  sales promotion.

Question 8

Online chat rooms and bulletin boards offer opportunities for positive and negative word-of-mouth promotion.

Accepted Answer

A) True 
 B)False

Question 9

Anita enjoys her job as a salesperson for a store that sells high quality entertainment systems.As an effective salesperson,Anita is expected to help her customers resolve any doubts they might have before the sale,and follow up to ensure that the customer is satisfied after the sale.

Accepted Answer

A) True 
 B)False

Question 10

Garden.com uses interactive promotion by allowing customers to chat with each other online about gardening.

Accepted Answer

A) True 
 B)False

Question 11

After completing his sales presentation,Jerald's client expressed her concerns and questioned some of the details of the sales proposal.An effective salesperson would:

Accepted Answer

A)  downplay these objections and push to close the sale as quickly as possible to avoid the endless questions that some customers ask. 
B)  address her concerns and develop a better relationship. 
C)  consider revising the presentation so that next time customer concerns and objections can be avoided. 
D)  bring in the top executives of the company to close the sale. 
A)  downplay these objections and push to close the sale as quickly as possible to avoid the endless questions that some customers ask. 
B)  address her concerns and develop a better relationship. 
C)  consider revising the presentation so that next time customer concerns and objections can be avoided. 
D)  bring in the top executives of the company to close the sale.

Question 12

In their advertisements,Luther Pharmaceuticals asks consumers to judge their product,Ache-Free,against a well-known competitor's product to see that Ache-Free provides superior pain relief.This represents:

Accepted Answer

A)  advocacy advertising. 
B)  comparison advertising. 
C)  trade advertising. 
D)  interpretive advertising. 
A)  advocacy advertising. 
B)  comparison advertising. 
C)  trade advertising. 
D)  interpretive advertising.

Question 13

A TV program made to look like a television show but devoted exclusively to promoting goods and services is called an infomercial.

Accepted Answer

A) True 
 B)False

Question 14

Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is called:

Accepted Answer

A)  retail advertising. 
B)  trade advertising. 
C)  business-to-business advertising. 
D)  institutional advertising. 
A)  retail advertising. 
B)  trade advertising. 
C)  business-to-business advertising. 
D)  institutional advertising.

Question 15

The Internet has changed the emphasis of promotion from "promoting to" customers to "working with" customers.

Accepted Answer

A) True 
 B)False

Question 16

The activity that evaluates public attitudes,changes policies and procedures in response to the public's requests,and executes a program of action and information to earn public understanding and acceptance is called:

Accepted Answer

A)  public research. 
B)  public relations. 
C)  public communication. 
D)  public advocacy. 
A)  public research. 
B)  public relations. 
C)  public communication. 
D)  public advocacy.

Question 17

Because TV advertising is so expensive,it is less popular than in the past,it now ranks sixth in total advertising expenditures.

Accepted Answer

A) True 
 B)False

Question 18

Motivated by the disrespectful treatment he received at a department store,Karnell shared his bad experience on an Internet chat room.He encouraged others to follow his lead and not patronize that store.Karnell's statements represent word-of-mouth promotion.

Accepted Answer

A) True 
 B)False

Question 19

Massachusetts Manufacturing has redesigned its promotional strategy.The company now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message.Massachusetts Manufacturing has adopted a(n):

Accepted Answer

A)  internal marketing program. 
B)  integrated marketing communication system. 
C)  multilevel coordination plan. 
D)  stakeholder response system. 
A)  internal marketing program. 
B)  integrated marketing communication system. 
C)  multilevel coordination plan. 
D)  stakeholder response system.

Question 20

The Hispanic and Asian populations in the U.S.are growing rapidly.To effectively reach these groups marketers should:

Accepted Answer

A)  maintain a consistent approach for all consumers regardless of differences in national origin. 
B)  use advertising as a way of integrating immigrants into the U.S.culture. 
C)  develop custom-designed promotions for all viable market opportunities. 
D)  avoid using newspapers and radio advertising and concentrate instead on television and the Internet. 
A)  maintain a consistent approach for all consumers regardless of differences in national origin. 
B)  use advertising as a way of integrating immigrants into the U.S.culture. 
C)  develop custom-designed promotions for all viable market opportunities. 
D)  avoid using newspapers and radio advertising and concentrate instead on television and the Internet.

Exam 16: Using Effective Promotions

One fact that marketers must keep in mind is that publicity can be either positive or negative.

Compared to advertising,publicity offers the advantage of greater:

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large,homogeneous group of consumers.

In the past,___________________ was an important advertising strategy used in movies.Now it is also used with online video games.It can be easily altered to reflect another advertiser,depending upon which advertiser has purchased ad time.

The B2C selling process has fewer steps than the B2B selling process.

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities,such as trade shows,event sponsorships,and contests,is known as:

Online chat rooms and bulletin boards offer opportunities for positive and negative word-of-mouth promotion.

Anita enjoys her job as a salesperson for a store that sells high quality entertainment systems.As an effective salesperson,Anita is expected to help her customers resolve any doubts they might have before the sale,and follow up to ensure that the customer is satisfied after the sale.

Garden.com uses interactive promotion by allowing customers to chat with each other online about gardening.

After completing his sales presentation,Jerald's client expressed her concerns and questioned some of the details of the sales proposal.An effective salesperson would:

In their advertisements,Luther Pharmaceuticals asks consumers to judge their product,Ache-Free,against a well-known competitor's product to see that Ache-Free provides superior pain relief.This represents:

A TV program made to look like a television show but devoted exclusively to promoting goods and services is called an infomercial.

Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is called:

The Internet has changed the emphasis of promotion from "promoting to" customers to "working with" customers.

The activity that evaluates public attitudes,changes policies and procedures in response to the public's requests,and executes a program of action and information to earn public understanding and acceptance is called:

Because TV advertising is so expensive,it is less popular than in the past,it now ranks sixth in total advertising expenditures.

Motivated by the disrespectful treatment he received at a department store,Karnell shared his bad experience on an Internet chat room.He encouraged others to follow his lead and not patronize that store.Karnell's statements represent word-of-mouth promotion.

Massachusetts Manufacturing has redesigned its promotional strategy.The company now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message.Massachusetts Manufacturing has adopted a(n):

The Hispanic and Asian populations in the U.S.are growing rapidly.To effectively reach these groups marketers should:

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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