Deck 15: Public Relations, Sales Promotion, and Personal Selling

Question 1

Loyalty marketing programs are targeted to people who consistently buy the least expensive brand.

Answer 1

False
Loyalty marketing programs are targeted to loyal customers.Coupons,price-off packages,refunds,or trade deals are targeted to price buyers.

Question 2

An example of product placement is when James Bond drives a Jaguar in a James Bond movie.

Answer 2

True

Question 3

Manufacturers use trade promotions because they generate excitement among consumers.

Answer 3

False
Manufacturers use trade promotions because they help manufacturers gain new distributors,obtain intermediary support for consumer promotions,and improve trade relations.

Question 4

Coupon distribution by packaged-goods manufacturers has been increasing in recent years.

Question 5

Point-of-purchase promotions are seldom used as a sales promotion tool because most purchase decisions are made before consumers ever enter a store.

Question 6

Crisis management should begin before a crisis occurs.

Question 7

Publicity consists of programs developed by a company to capitalize on the factors that will enhance the firm's image and minimize those that generate negative images.

Question 8

Point-of-purchase (P-O-P)promotions are another name for the Web pop-ups that try to lure potential customers to other sites.

Question 9

Contests generally draw more entries than sweepstakes do.

Question 10

The sponsorship of NASCAR is an example of a public relations activity.

Question 11

Sales promotion offers an incentive to buy.

Question 12

Companies increasingly are using the Internet in their public relations strategies.

Question 13

Hewlett-Packard offered $25 to individual Office Depot salespeople for each HP Laser Jet printer they sold.The $25 is push money.

Question 14

Cause-related marketing is when two competing companies come together to support a cause,such Breast Cancer Research.

Question 15

Trade shows are an excellent place to introduce new products to the marketplace.

Question 16

Immediate purchase is usually the goal of sales promotion.

Question 17

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Question 18

When Apple offers to give any consumer who purchases a Macintosh computer a free iPod,this is an example of a premium offer.

Question 19

Marketers find it much easier to evaluate the effectiveness of advertising than the effectiveness of sales promotions.

Question 20

A rebate is a cash refund.

Question 21

Public information about a company,good,or service appearing in the mass media as a news item is:

A) personal selling
B) advertising
C) mass communications
D) publicity
E) sales promotion

Question 22

Tools for the public relations manager include all of the following EXCEPT:

A) press relations
B) product publicity
C) lobbying
D) sales promotions
E) corporate communications

Question 23

Dave is in charge of finding sponsors for the 2011 Riverbend Festival.He is meeting with marketing representatives from Wrangler jeans and First Tennessee National Bank,attempting to convince them to sponsor the event.Dave is engaged in personal selling.

Question 24

The first step in the selling processing is approaching the customer and probing needs.

Question 25

_____ is the promotional mix element that evaluates public attitudes,identifies issues that may elicit public concern,and executes programs to gain public understanding and acceptance.

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

Question 26

Before approaching the customer,a salesperson should learn as much as possible about the prospect's organization and its buyer.

Question 27

The final selling duty for most successful salespeople is closing the sale.

Question 28

An article in Business Week about the reengineered Honda CRV is an example of:

A) a sales promotion
B) free advertising
C) direct marketing communications
D) newspaper advertising
E) publicity

Question 29

In relationship selling,salespeople focus more time on generating leads than on qualifying leads.

Question 30

To qualify a sales lead,a salesperson must identify the person in an organization who has the authority to buy the product and must close the sale with that individual.

Question 31

Relationship selling is also called interactive selling.

Question 32

Each year,Atlanta hosts the Peachtree Road Race,a running event that attracts many world-caliber racers.This year race officials also sanctioned a race conducted in Iraq so that soldiers from the state would not have to miss the annual event.The winners of the Mid-east race as well as scenes of the actual race were televised.In terms of a promotional mix,this Iraqi Peachtree Race was as example of:

A) advertising and personal selling efforts
B) strategic product promotions and resulting sales
C) a target marketing strategy
D) sales promotion efforts
E) a public relations strategy

Question 33

With relationship selling the salesperson would spend most of his or her contact time with the prospect talking about the product because the salesperson does not want to waste the customer's time.

Question 34

A news story on the bonuses received by executives of a bank that received bailout money from the Federal government is an example of:

A) a sales promotion
B) free advertising
C) demarketing
D) newspaper advertising
E) publicity

Question 35

Jayson typically negotiates the price with prospective customers because he knows price is the most effective negotiating tool when closing a sale.

Question 36

Tara is a salesperson with several satisfied customers.She asks her customers to recommend her to their business associates.Tara is using cold calling to generate leads.

Question 37

Personal selling becomes a more important promotional tool as product complexity and buyer risk increase.

Question 38

A good salesperson considers objections a legitimate part of the purchase decision.

Question 39

A Wall Street Journal headline is "Best Buy Wins iPhone Lineup.This article represents _____ for Best Buy and Apple Inc.

A) marketing research
B) sales promotion
C) personal selling
D) advertising
E) publicity

Question 40

Relationship selling is really just a new name for transactional selling.

Question 41

Many people have trouble defining the term "casual dress" when it comes to what is appropriate to wear to work.Levi Strauss & Co.put together a newsletter and a video detailing what was suitable for casual work attire.Levi sent the video to human resources managers all over the United States.This is an example of:

A) event advocacy
B) lobbying
C) product placement
D) consumer education
E) issue sponsorship

Question 42

How do public relations professionals use Internet Web sites?

A) to introduce new products
B) to promote existing products
C) to obtain consumer feedback
D) to showcase upcoming events
E) to do all of these things

Question 43

Stormbreaker,a new spymovie,details the story of Alex Rider who,after the death of his uncle,is recruited as an M16 spy.Armed with a special set of gadgets,Rider's mission is to save millions of lives.In James Bond fashion,the Cross pen serves as one of the key gadgets in the film.The maker of Cross pen paid to have its pen featured in this movie.This is an example of:

A) advertising
B) a sales promotion
C) paid-for public relations
D) product placement
E) lobbying

Question 44

_____ sales promotions are targeted toward the ultimate end-user market.

A) Facilitating
B) Intermediary
C) Pull
D) Consumer
E) Trade

Question 45

Companies that show support for recycling efforts and other examples of green marketing through advertising are engaged in:

A) event publicity
B) public relations profiling
C) consumer intimidation
D) sponsorship
E) advocacy publicity

Question 46

General Mills has the "Box Top for Education" program in which several of the company's products have a little Box Top coupon on the package.Families buy the products and schools collect the coupons to redeem for money for the school.This is an example of:

A) cause-related marketing
B) publicity
C) lobbying
D) consumer education
E) advocacy marketing

Question 47

Dell's fall back-to-school program allows students who buy a new laptop computer for college to get a free printer.The printer giveaway is a:

A) push strategy
B) advocacy advertising
C) comparative advertising
D) cause marketing
E) sales promotion

Question 48

Sales promotion:

A) is a publicity tool
B) is only directed to the ultimate consumer market
C) is more difficult to measure than advertising
D) offers a short-term incentive to buy
E) expenditures have been decreasing in recent years

Question 49

_____ is marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service.

A) Publicity
B) Sales promotion
C) Promotion
D) Advertising
E) Motivation selling

Question 50

A newspaper article revealed that hazardous waste buried in an on-site landfill at a paper manufacturer were leaking into the local water supply.Even though the company quickly stopped the leak and paid for an additional water purification system for the town,it still received some very negative publicity.The company should have:

A) begun a pulsing advertising campaign
B) implemented its crisis management plan
C) used an ad campaign based on a fear appeal
D) done nothing until the actual damage levels were determined
E) ignored the publicity and assumed it would go away

Question 51

_____ is used by public relations specialists to handle the effects of unfavorable publicity.

A) Media planning
B) Crisis management
C) Message power
D) Damage control
E) Communication narrowcasting

Question 52

Publicity:

A) will never damage a company because it performs the information task of promotion
B) is free communication
C) is not persuasive with customers
D) has to be purchased from the mass media
E) has many internal costs to the company associated with it

Question 53

Which public relations tool involves a company spending money to support an issue,cause,or event that is consistent with corporate objectives?

A) advocacy
B) lobbying
C) product placement
D) sponsorship
E) underwriting

Question 54

Which of the following is a public relations strategy that involves getting a product,service,or company name to appear in a movie or television show?

A) press release
B) product placement
C) product publicity
D) consumer education
E) integrated marketing communications

Question 55

AT&T offered customers who purchased a Blackberry a $100 rebate if they signed up for a 2-year service contract.This is an example of:

A) motivational selling
B) a trade promotion
C) a push strategy
D) personal selling
E) a sales promotion

Question 56

Which of the following involves the association of a for-profit company with a nonprofit organization?

A) advocacy publicity
B) lobbying
C) product placement
D) advertising
E) cause-related marketing

Question 57

General Mills put together a brochure titled,"A Guide to Good Food,Good Health," which it made available to elementary teachers at the beginning of a school year so that the teachers could use the brochures to explain to children why it is important to eat right.This is an example of which public relations tool?

A) product placement
B) event sponsorship
C) consumer education
D) crisis management
E) lobbying

Question 58

What are the two types of sales promotion?

A) consumer and trade
B) informative and reminder
C) start-up and continual
D) adoptive and diffusive
E) personal and impersonal

Question 59

An article in the Wall Street Journal about GM's turn around strategy and new upcoming product,the Volt,would be an example of _____.

A) direct selling
B) news marketing
C) publicity
D) event marketing
E) direct marketing

Question 60

All of the following would be a target for a trade sales promotion offered by Rubbermaid,a manufacturer of storage and organization products,EXCEPT:

A) a store that is called The Container Store
B) a kitchen department in a large discount store
C) a wholesaler of plastic storage bins
D) a Rubbermaid distributor
E) a consumer who needs to organize her college dorm room

Question 61

The Starbucks Reward program rewards frequent Starbucks customers with free refills on brewed coffee,free beverages with whole bean purchases,beverage customization,and free Wi-Fi computer access.The program is an example of a:

A) directed coupon mailing
B) sweepstakes
C) loyalty marketing program
D) trade sales promotion
E) sampling program

Question 62

The goal of sales promotion (regardless of what form it takes)is usually:

A) immediate purchase
B) return on investment
C) cost control
D) market share leadership
E) economies of scale

Question 63

To overcome low redemption rates for coupons,marketers are doing all of the following EXCEPT:

A) issuing fewer coupons and using more everyday low pricing
B) shortening the time the coupon can be redeemed to create a feeling of urgency
C) requiring multiple purchases to redeem the coupon
D) distributing single all-purpose coupons that can be redeemed for several brands
E) using instant coupons on product packages

Question 64

Coupons,premiums,contests,free samples,and frequent buyer programs are examples of:

A) personal selling
B) trade sales promotion
C) publicity
D) advertising
E) consumer sales promotion

Question 65

A _____ is a cash refund given to consumers for the purchase of a product during a specific time period.

A) premium
B) trade discount
C) purchase allowance
D) rebate
E) functional allowance

Question 66

One of the best methods for creating and rewarding brand loyalty among consumers who might otherwise switch to competing brands is a:

A) directed coupon mailing
B) sweepstakes
C) loyalty marketing program
D) trade sales promotions
E) sampling program

Question 67

Unlike other sales promotion activities,the objective of a loyalty marketing program is to:

A) encourage brand switching
B) appeal to bargain hunters who consistently buy the lowest priced brand
C) take away customers from the competition
D) build long-term,mutually beneficial relationships between a company and its key customers
E) modify customers' attitudes toward a product

Question 68

A(n)_____ is an extra item offered to the consumer,usually in exchange for some proof that the promoted product has been purchased.

A) coupon
B) trade sample
C) supplement
D) premium
E) add-on

Question 69

When Darrell purchased a five-pound bag of 9 Lives cat food,he received a free can of the manufacturer's new gourmet cat food.The can of cat food is an example of a:

A) product placement
B) trade sample
C) contest
D) premium
E) loyalty incentive

Question 70

Kaye noticed Bounce fabric softener dryer sheets had a peel-off sticker worth $1.00 off that purchase.The peel-off stickers are:

A) premiums
B) trade discounts
C) purchase allowances
D) in-store coupons
E) functional allowances

Question 71

New subscribers to Men's Health magazine receive a free copy of Men's Health Total Fitness Guide.The Fitness Guide is an example of a(n):

A) contest
B) premium
C) trade sample
D) product placement
E) loyalty incentive

Question 72

A certificate that entitles consumers to an immediate price reduction when they buy the product is called a(n):

A) coupon
B) premium
C) push money
D) entitlement
E) allowance

Question 73

When Rick purchased a Xerox color printer for his law office,he was able to mail in a proof-of-purchase and his cash register receipt to receive a check from Xerox for $200.Rick received a:

A) premium
B) trade allowance
C) purchase allowance
D) rebate
E) functional discount

Question 74

Why do some marketers offer rebates instead of price reductions to induce short-term sales?

A) Rebates are especially good at enticing purchases,but most consumers never bother to redeem them.
B) A price reduction of this type would likely be an example of price discrimination.
C) Rebates offer a more immediate reward than price reductions.
D) Rebates have a much higher redemption rate than coupons.
E) Rebates result in brand-loyal consumers.

Question 75

Whenever Jeff buys a box lunch at Heavenly Ham,he gets a stamp on his "Lunch Bunch" card.When he has 10 stamps,he can exchange the card for a free box lunch.This is an example of a(n):

A) self-liquidating premium
B) frequent buyer program
C) loyalty incentive
D) in-store rebate
E) consumer allowance

Question 76

Packaged-goods marketers such as Kellogg's and Betty Crocker have increased their use of coupons recently due to:

A) intense competition and the introduction of new products
B) the growth of frequency programs
C) push money from retailers
D) POP activities
E) user incentives from retailers

Question 77

All of the following are types of consumer sales promotions EXCEPT:

A) coupons
B) rebates
C) premiums
D) contests and sweepstakes
E) push money

Question 78

Consumers who send it 10 UPC symbols as proof of purchase of Chip Ahoy cookies will receive a children's classic DVD.The DVD is an example of a:

A) loyalty incentive
B) trade sample
C) premium
D) trade product
E) product placement

Question 79

Why are many marketers shortening the time in which a coupon can be redeemed?

A) to track response rates
B) to increase introductory sales
C) to create a greater sense of urgency to redeem the coupon
D) to respond to claims that coupons adversely affect consumer behavior
E) to limit the use of on-pack coupons

Question 80

Which type of consumer sales promotion rewards loyal consumers for making multiple purchases of a particular good or service?

A) frequent buyer program
B) 80/20 program
C) net worth program
D) premium program
E) continuity program