Question 1

Independent producers can create self-published syndicated "radio shows" using:

Accepted Answer

A) webcasting. 
B) email. 
C) podcasting. 
D) electronic production. 
A) webcasting. 
B) email. 
C) podcasting. 
D) electronic production.

Question 2

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Accepted Answer

A) True 
 B)False

Question 3

A promotional campaign begins by:

Accepted Answer

A) identifying a target market. 
B) defining the objectives for each element of the promotion mix. 
C) determining a promotional budget. 
D) developing a unifying message. 
A) identifying a target market. 
B) defining the objectives for each element of the promotion mix. 
C) determining a promotional budget. 
D) developing a unifying message.

Question 4

When a manufacturer advertises to wholesalers and retailers in an attempt to encourage them to carry its products,it is engaging in institutional advertising.

Accepted Answer

A) True 
 B)False

Question 5

Maryland Chemical demands complete control over any message communicated to the public regarding their products.The most efficient element of the promotion mix to achieve their desired control is publicity.

Accepted Answer

A) True 
 B)False

Question 6

Advertising helps to cover the production costs of newspapers and magazines.

Accepted Answer

A) True 
 B)False

Question 7

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 8

Lenora just finished writing a news release regarding a new product developed by her firm.She intends to email the message to local radio stations and newspapers in hope that they will find the information newsworthy and run a story about the product.Lenora's efforts represent the firm's:

Accepted Answer

A) public relations. 
B) institutional advertising. 
C) secondary advertising. 
D) interactive marketing. 
A) public relations. 
B) institutional advertising. 
C) secondary advertising. 
D) interactive marketing.

Question 9

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 10

The average cost of a single sales call to a potential B2B buyer is expensive costing as much as $400.

Accepted Answer

A) True 
 B)False

Question 11

___________ encourages people to tell other people about goods or services they have enjoyed.

Accepted Answer

A) Personal selling 
B) Publicity 
C) A trade show 
D) Word-of-mouth promotion 
A) Personal selling 
B) Publicity 
C) A trade show 
D) Word-of-mouth promotion

Question 12

Which of the following refers to the practice of paying to have a product appear favorably in a TV show or movie?

Accepted Answer

A) Interactive promotion 
B) Product placement 
C) Brand association 
D) Market recognition 
A) Interactive promotion 
B) Product placement 
C) Brand association 
D) Market recognition

Question 13

________ 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 14

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

Accepted Answer

A) True 
 B)False

Question 15

Integrated marketing communication combines all the promotional tools into one comprehensive,unified promotional strategy.

Accepted Answer

A) True 
 B)False

Question 16

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:

Accepted Answer

A) pull strategy. 
B) segmentation strategy. 
C) push strategy. 
D) product placement strategy. 
A) pull strategy. 
B) segmentation strategy. 
C) push strategy. 
D) product placement strategy.

Question 17

A 30-second Super Bowl commercial costs about $3 million,but given the audience for its telecast is considered an effective advertising purchase.

Accepted Answer

A) True 
 B)False

Question 18

Bethany just finished making a sales presentation to a major prospect.In the next step of the selling process,Bethany will likely be:

Accepted Answer

A) processing the customer's order. 
B) closing the sale,by asking the customer to make a commitment. 
C) answering customer questions and dealing with objections. 
D) setting an appointment for the customer to meet with her boss. 
A) processing the customer's order. 
B) closing the sale,by asking the customer to make a commitment. 
C) answering customer questions and dealing with objections. 
D) setting an appointment for the customer to meet with her boss.

Question 19

Anything that encourages people to talk favorably about an organization may be effective word-of-mouth promotion.

Accepted Answer

A) True 
 B)False

Question 20

Slapstick Films advertises their movies on TV programs their target market of 21-30 year olds typically watch.Slapstick Films believes the best way of reaching its customers is through a ________ strategy.

Accepted Answer

A) push 
B) pull 
C) product placement 
D) word-of-mouth 
A) push 
B) pull 
C) product placement 
D) word-of-mouth

Exam 16: Using Effective Promotions

Independent producers can create self-published syndicated "radio shows" using:

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

A promotional campaign begins by:

When a manufacturer advertises to wholesalers and retailers in an attempt to encourage them to carry its products,it is engaging in institutional advertising.

Maryland Chemical demands complete control over any message communicated to the public regarding their products.The most efficient element of the promotion mix to achieve their desired control is publicity.

Advertising helps to cover the production costs of newspapers and magazines.

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

Lenora just finished writing a news release regarding a new product developed by her firm.She intends to email the message to local radio stations and newspapers in hope that they will find the information newsworthy and run a story about the product.Lenora's efforts represent the firm's:

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 average cost of a single sales call to a potential B2B buyer is expensive costing as much as $400.

___________ encourages people to tell other people about goods or services they have enjoyed.

Which of the following refers to the practice of paying to have a product appear favorably in a TV show or movie?

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

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

Integrated marketing communication combines all the promotional tools into one comprehensive,unified promotional strategy.

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:

A 30-second Super Bowl commercial costs about $3 million,but given the audience for its telecast is considered an effective advertising purchase.

Bethany just finished making a sales presentation to a major prospect.In the next step of the selling process,Bethany will likely be:

Anything that encourages people to talk favorably about an organization may be effective word-of-mouth promotion.

Slapstick Films advertises their movies on TV programs their target market of 21-30 year olds typically watch.Slapstick Films believes the best way of reaching its customers is through a ________ 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

Bonus A: Using Technology to Manage Information

Bonus B: Managing Risk

Bonus C: Managing Your Personal Finances

Appendix: Working Within the Legal Environment

Filters