Question 1

What is the role of promotion in the marketing mix?

Accepted Answer

The role of promotion in the marketing mix is to communicate with consumers about the product or service being offered, to persuade them of its value, and to encourage them to purchase it. Promotion is one of the four key elements of the marketing mix, often referred to as the "4 Ps": Product, Price, Place, and Promotion.

Here's a detailed look at the role of promotion within the marketing mix:

1. **Communication**: Promotion is the primary tool for communication between a company and its potential customers. It is used to inform the target audience about the features, benefits, and availability of the product or service. This can include information about how it meets their needs, how it is used, and why it is superior to competing offerings.

2. **Brand Building**: Effective promotion helps to build brand awareness and establish a brand identity. It creates a brand image in the minds of consumers, which can lead to brand loyalty and repeat purchases over time.

3. **Differentiation**: Through promotion, a company can differentiate its product or service from those of competitors. This is crucial in crowded markets where many similar products are available. Unique selling propositions (USPs) are often highlighted in promotional activities to stand out in the marketplace.

4. **Increasing Sales**: The ultimate goal of promotion is to drive sales. By raising awareness and generating interest, promotion encourages consumers to take action, such as making a purchase or visiting a store or website. Sales promotions, such as discounts, coupons, and buy-one-get-one-free offers, are direct promotional tactics aimed at stimulating immediate sales.

5. **Customer Engagement**: Promotion involves engaging with customers through various channels, including advertising, public relations, direct marketing, social media, and sales promotions. Engaging content can help to build a relationship with the audience, leading to increased customer retention and loyalty.

6. **Market Expansion**: Promotion can help a company expand its market by reaching new customers or entering new territories. It can also help to educate potential customers about new uses for a product, thereby expanding its market.

7. **Supporting Other Marketing Mix Elements**: Promotion supports the other elements of the marketing mix. For example, it can communicate changes in price or highlight the benefits of the product's features. It can also draw attention to the places where the product is available for purchase.

In summary, promotion plays a vital role in the marketing mix by ensuring that the right message about a product or service reaches the right audience at the right time. It is a dynamic and creative component that not only informs and persuades but also adds value to the product offering, thereby influencing consumer behavior and driving business success.

Question 2

Publicity is a free package or container of a product sent to consumers in the mail.

Accepted Answer

A) True 
 B)False  False

Question 3

All of the following are common methods of buying advertising time on television except

Accepted Answer

A)  sponsoring a program. 
B)  buying local time. 
C)  paying by the square mile in the geographic area of the television signal. 
D)  buying spot time. 
E)  buying network time. 
A)  sponsoring a program. 
B)  buying local time. 
C)  paying by the square mile in the geographic area of the television signal. 
D)  buying spot time. 
E)  buying network time. C

Question 4

Dan has an educational background in computer engineering. He works for IBM by assisting major customers with understanding how to install, use, and troubleshoot their networked computer systems. Dan would be best classified as a(n)

Accepted Answer

A)  trade salesperson. 
B)  technical salesperson. 
C)  order-taker. 
D)  design engineer. 
E)  missionary salesperson. 
A)  trade salesperson. 
B)  technical salesperson. 
C)  order-taker. 
D)  design engineer. 
E)  missionary salesperson.

Question 5

Promotion is the prime ____ tool.

Accepted Answer

A)  sales 
B)  informational 
C)  competing 
D)  awareness 
E)  positioning 
A)  sales 
B)  informational 
C)  competing 
D)  awareness 
E)  positioning

Question 6

If the Early Bird Dry Cleaners displays a sign in the window of its store that says it will take any competitor's coupons, it is trying to

Accepted Answer

A)  neutralize competitive promotional efforts. 
B)  stabilize irregular sales patterns. 
C)  reinforce advertising. 
D)  encourage trial purchases of the product. 
E)  draw new customers. 
A)  neutralize competitive promotional efforts. 
B)  stabilize irregular sales patterns. 
C)  reinforce advertising. 
D)  encourage trial purchases of the product. 
E)  draw new customers.

Question 7

The Home Depot runs a television campaign that demonstrates its support of Olympic athletes in order to enhance the firm's image. This is ____ advertising.

Accepted Answer

A)  brand 
B)  institutional 
C)  comparative 
D)  primary-demand 
E)  immediate-response 
A)  brand 
B)  institutional 
C)  comparative 
D)  primary-demand 
E)  immediate-response

Question 8

___ adds extra value to a produce or increases the customer's incentive to buy the product.

Accepted Answer

A)  Public relations 
B)  Advertising 
C)  Publicity 
D)  Sales promotion 
E)  Personal selling 
A)  Public relations 
B)  Advertising 
C)  Publicity 
D)  Sales promotion 
E)  Personal selling

Question 9

Jacobs Enterprises, a large firm, wants to reach a national market for its new product. Which advertising medium would be most appropriate for this purpose?

Accepted Answer

A)  Television 
B)  Newspapers 
C)  Radio 
D)  Billboards 
E)  Blimps 
A)  Television 
B)  Newspapers 
C)  Radio 
D)  Billboards 
E)  Blimps

Question 10

If McDonald's website was green and black and did not feature the golden arches, Ronald McDonald and gang, or the company's food selections, McDonald's would have failed to use

Accepted Answer

A)  integrated marketing communications. 
B)  public relations. 
C)  a promotion mix. 
D)  primary-demand advertising. 
E)  coordinated strategic planning. 
A)  integrated marketing communications. 
B)  public relations. 
C)  a promotion mix. 
D)  primary-demand advertising. 
E)  coordinated strategic planning.

Question 11

Which of the following is not a disadvantage of newspaper advertising?

Accepted Answer

A)  Poor color reproduction 
B)  Short life span 
C)  Difficulty in targeting specific audiences 
D)  Provision of only local coverage 
E)  Need to run most ads in black and white 
A)  Poor color reproduction 
B)  Short life span 
C)  Difficulty in targeting specific audiences 
D)  Provision of only local coverage 
E)  Need to run most ads in black and white

Question 12

Ski XYZ Company manufactured too many ski jackets, overestimating the quantity retailers would purchase. So Ski XYZ has offered its customers a lower cost of purchase, 20 percent lower, if they reorder ten or more jackets. The company is displaying an example of what?

Accepted Answer

A)  Cooperative advertising 
B)  Rebates 
C)  Coupons 
D)  Discounts 
E)  Buying allowances 
A)  Cooperative advertising 
B)  Rebates 
C)  Coupons 
D)  Discounts 
E)  Buying allowances

Question 13

Coca-Cola provides a children's center with props, costumes, and decorations for use in a community play. This type of activity is known as

Accepted Answer

A)  publicity. 
B)  notoriety. 
C)  advertising. 
D)  sponsorship. 
E)  public relations. 
A)  publicity. 
B)  notoriety. 
C)  advertising. 
D)  sponsorship. 
E)  public relations.

Question 14

The sales force for Stanley Tool Corp. has been instructed to offer a 10 percent discount to its retailers on all units ordered in excess of the previous month's order amount. The offer will be extended to Stanley's independent retailers, applicable to several small hardware lines. The objective of this type of sales promotion is to

Accepted Answer

A)  build up reseller inventories. 
B)  increase traffic in retail stores. 
C)  improve shelf space and displays. 
D)  reinforce advertising. 
E)  encourage trial purchases of a new product. 
A)  build up reseller inventories. 
B)  increase traffic in retail stores. 
C)  improve shelf space and displays. 
D)  reinforce advertising. 
E)  encourage trial purchases of a new product.

Question 15

The relationship between promotion and sales promotion is that sales promotion

Accepted Answer

A)  is a subset of advertising. 
B)  is a subset of promotion. 
C)  includes personal selling. 
D)  is totally unrelated to promotion. 
E)  is the same thing as promotion. 
A)  is a subset of advertising. 
B)  is a subset of promotion. 
C)  includes personal selling. 
D)  is totally unrelated to promotion. 
E)  is the same thing as promotion.

Question 16

A television commercial for Cheer laundry detergent demonstrates how clothes retain their original color after many washes using Cheer, while the competitor's detergent causes the colors to fade. This advertisement seeks to

Accepted Answer

A)  provide information. 
B)  stabilize sales. 
C)  inform the consumer. 
D)  increase market share. 
E)  position sales. 
A)  provide information. 
B)  stabilize sales. 
C)  inform the consumer. 
D)  increase market share. 
E)  position sales.

Question 17

The positioning of the product

Accepted Answer

A)  increases sales during slack periods. 
B)  stabilizes sales. 
C)  is the development of a product image, in consumers' minds, relative to competing products. 
D)  usually refers to obtaining adequate and visible shelf space in stores. 
E)  refers to getting the product into the right stores. 
A)  increases sales during slack periods. 
B)  stabilizes sales. 
C)  is the development of a product image, in consumers' minds, relative to competing products. 
D)  usually refers to obtaining adequate and visible shelf space in stores. 
E)  refers to getting the product into the right stores.

Question 18

A banner ad is a rectangular graphic that appears at the top of a magazine cover.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is not a category in which the largest number of coupons are distributed?

Accepted Answer

A)  Paper products 
B)  Medications 
C)  Alcohol 
D)  Frozen food 
E)  Condiments 
A)  Paper products 
B)  Medications 
C)  Alcohol 
D)  Frozen food 
E)  Condiments

Question 20

The advertising medium that receives the largest share of advertising dollars is

Accepted Answer

A)  television. 
B)  magazines. 
C)  radio. 
D)  direct mail. 
E)  newspapers. 
A)  television. 
B)  magazines. 
C)  radio. 
D)  direct mail. 
E)  newspapers.

Exam 15: Developing Integrated Marketing Communications

What is the role of promotion in the marketing mix?

Publicity is a free package or container of a product sent to consumers in the mail.

All of the following are common methods of buying advertising time on television except

Dan has an educational background in computer engineering. He works for IBM by assisting major customers with understanding how to install, use, and troubleshoot their networked computer systems. Dan would be best classified as a(n)

Promotion is the prime ____ tool.

If the Early Bird Dry Cleaners displays a sign in the window of its store that says it will take any competitor's coupons, it is trying to

The Home Depot runs a television campaign that demonstrates its support of Olympic athletes in order to enhance the firm's image. This is ____ advertising.

___ adds extra value to a produce or increases the customer's incentive to buy the product.

Jacobs Enterprises, a large firm, wants to reach a national market for its new product. Which advertising medium would be most appropriate for this purpose?

If McDonald's website was green and black and did not feature the golden arches, Ronald McDonald and gang, or the company's food selections, McDonald's would have failed to use

Which of the following is not a disadvantage of newspaper advertising?

Ski XYZ Company manufactured too many ski jackets, overestimating the quantity retailers would purchase. So Ski XYZ has offered its customers a lower cost of purchase, 20 percent lower, if they reorder ten or more jackets. The company is displaying an example of what?

Coca-Cola provides a children's center with props, costumes, and decorations for use in a community play. This type of activity is known as

The relationship between promotion and sales promotion is that sales promotion

A television commercial for Cheer laundry detergent demonstrates how clothes retain their original color after many washes using Cheer, while the competitor's detergent causes the colors to fade. This advertisement seeks to

The positioning of the product

A banner ad is a rectangular graphic that appears at the top of a magazine cover.

Which of the following is not a category in which the largest number of coupons are distributed?

The advertising medium that receives the largest share of advertising dollars is

Exploring the World of Business and Economics

A: Being Ethical and Socially Responsible

B: Being Ethical and Socially Responsible

A: Exploring Global Business

B: Exploring Global Business

Choosing a Form of Business Ownership

Small Business, Entrepreneurship, and Franchises

Understanding the Management Process

Creating a Flexible Organization

Producing Quality Goods and Services

Attracting and Retaining the Best Employees

Motivating and Satisfying Employees and Teams

Enhancing Union-Management Relations

Building Customer Relationships Through Effective Marketing

A: Creating and Pricing Products That Satisfy Customers

B: Creating and Pricing Products That Satisfy Customers

Wholesaling, Retailing, and Physical Distribution

Social Media, E-Business, and Accounting

Using Management and Accounting Information

Understanding Money, Banking, and Credit

Mastering Financial Management

A: Understanding Personal Finances and Investments

B: Understanding Personal Finances and Investments

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