Question 1

________ is the element of the promotion mix that involves direct interaction between a company representative and a customer.

Accepted Answer

A) Word of mouth 
B) Public relations 
C) Advertising 
D) Personal selling 
E) Sales promotion 
A) Word of mouth 
B) Public relations 
C) Advertising 
D) Personal selling 
E) Sales promotion

Question 2

A ________ is a loyal customer who works for a brand for free.

Accepted Answer

A) shiller 
B) stealth marketer 
C) brand ambassador 
D) public relations specialist 
E) brand avatar 
A) shiller 
B) stealth marketer 
C) brand ambassador 
D) public relations specialist 
E) brand avatar

Question 3

In terms of the communication model, the animated M&M candies in television commercials ________.

Accepted Answer

A) are representatives of the source 
B) are feedback mechanisms 
C) are the medium 
D) introduce noise 
E) encode the message 
A) are representatives of the source 
B) are feedback mechanisms 
C) are the medium 
D) introduce noise 
E) encode the message

Question 4

Marketers often hire celebrities as spokespersons for their products, thus associating the ________ of the message with an attractive, exciting, or admirable person.

Accepted Answer

A) source 
B) medium 
C) coding 
D) decoding 
E) receiver 
A) source 
B) medium 
C) coding 
D) decoding 
E) receiver

Question 5

Marketers can choose from two basic strategies: push or pull.Compare these two strategies.

Accepted Answer

Using the pull strategy, the producer di

Question 6

Only small companies with limited promotional budgets have successfully used viral marketing.

Accepted Answer

A) True 
 B)False

Question 7

Explain the buzz building form of viral marketing.What are the aims of viral marketing, and how are they accomplished? Give an example of a successful viral marketing campaign.

Accepted Answer

Through viral marketing, marketers hope

Question 8

In which phase of the product life cycle are sales driven by the loyalty of a small group of customers?

Accepted Answer

A) growth 
B) introduction 
C) awareness 
D) maturity 
E) decline 
A) growth 
B) introduction 
C) awareness 
D) maturity 
E) decline

Question 9

Hotmail put the message "Get Your Free Email at Hotmail.com" at the bottom of every email sent by Hotmail users.What type of marketing technique did Hotmail use?

Accepted Answer

Viral marketing is the strategy in which

________ is the element of the promotion mix that involves direct interaction between a company representative and a customer.

A ________ is a loyal customer who works for a brand for free.

In terms of the communication model, the animated M&M candies in television commercials ________.

Marketers often hire celebrities as spokespersons for their products, thus associating the ________ of the message with an attractive, exciting, or admirable person.

Marketers can choose from two basic strategies: push or pull.Compare these two strategies.

Only small companies with limited promotional budgets have successfully used viral marketing.

Explain the buzz building form of viral marketing.What are the aims of viral marketing, and how are they accomplished? Give an example of a successful viral marketing campaign.

In which phase of the product life cycle are sales driven by the loyalty of a small group of customers?

Hotmail put the message "Get Your Free Email at Hotmail.com" at the bottom of every email sent by Hotmail users.What type of marketing technique did Hotmail use?

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Marketing Research: Gather, Analyze, and Use Information

Consumer Behaviour: How and Why We Buy ?

Business-To-Business Markets: How and Why Organizations Buy?

Sharpen the Focus: Target Marketing Strategies and Customer Relationship

Create the Product

Manage the Product

Price the Product

Advertising, Public Relations, Promotions, Direct Marketing and Personal Selling

Deliver the Value Through Supply Chain Management, Channels of Distribution, and Logistics

Filters

Exam 10: One to Many to Many to Many: Traditional and New Media

________ is the element of the promotion mix that involves direct interaction between a company representative and a customer.

A ________ is a loyal customer who works for a brand for free.

In terms of the communication model, the animated M&M candies in television commercials ________.

Marketers often hire celebrities as spokespersons for their products, thus associating the ________ of the message with an attractive, exciting, or admirable person.

Marketers can choose from two basic strategies: push or pull.Compare these two strategies.

Only small companies with limited promotional budgets have successfully used viral marketing.

Explain the buzz building form of viral marketing.What are the aims of viral marketing, and how are they accomplished? Give an example of a successful viral marketing campaign.

In which phase of the product life cycle are sales driven by the loyalty of a small group of customers?

Hotmail put the message "Get Your Free Email at Hotmail.com" at the bottom of every email sent by Hotmail users.What type of marketing technique did Hotmail use?

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Marketing Research: Gather, Analyze, and Use Information

Consumer Behaviour: How and Why We Buy ?

Business-To-Business Markets: How and Why Organizations Buy?

Sharpen the Focus: Target Marketing Strategies and Customer Relationship

Create the Product

Manage the Product

Price the Product

Advertising, Public Relations, Promotions, Direct Marketing and Personal Selling

Deliver the Value Through Supply Chain Management, Channels of Distribution, and Logistics

Filters