Deck 14: Promotion and Distribution

Question 1

Publicity that is made available to the mass media is an example of ________.

A) controlled messages
B) uncontrolled messages
C) globally integrated messages
D) semi-controlled messages
E) institutional advertising

Answer 1

B

Question 2

The phrase that BEST describes the purpose of public relations is ________.

A) to persuade potential customers to buy products
B) to create and sustain brand recognition in the eyes of the general public
C) to create and maintain a relationship between the organization and its stakeholders
D) to inform the public about the products and services offered by an organization
E) to determine the appropriate pricing strategy for a line of products

Answer 2

C

Question 3

John Deere,the farm equipment company,directs its advertising toward farmers.This is an example of ________.

A) non-profit advertising
B) business-to-business advertising
C) retail advertising
D) interactive advertising
E) institutional advertising

Answer 3

B

Question 4

Promotion is designed to increase brand awareness,sales,and ________.

A) identification of target
B) brand loyalty
C) distribution
D) market share
E) media plan budget

Question 5

Which of the following is NOT one of the common public relations tools?

A) globally integrated messages
B) controlled messages
C) publicity messages
D) semi-controlled messages
E) sponsorship of special events

Question 6

Jack is the leader of a team in charge of developing a new promotion for a sports drink.Which of the following represents the first step Jack and his team will MOST LIKELY take?

A) design the marketing message
B) implement the promotional campaign
C) evaluate and adjust the marketing efforts
D) identify the target market
E) determine the marketing objectives

Question 7

Which of the following is NOT one of the most recent trends in advertising?

A) infomercials
B) product placement
C) skywriting
D) global advertising
E) Internet advertising

Question 8

When the state of Montana runs an advertising campaign inviting the public to visit "Big Sky Country," it's an example of ________.

A) comparative advertising
B) public service advertising
C) interactive advertising
D) corporate advertising
E) advocacy advertising

Question 9

When different members of an organization's marketing team are each allowed to develop their own unique communication with customers,this MOST often promotes ________.

A) diversity in the workplace
B) consumer confusion
C) improved employee relations
D) improved customer relations
E) a clear, unified message

Question 10

Which of the following is the final step involved in a promotional campaign?

A) identification of target market
B) determination of strategy
C) evaluation and adjustment
D) implementation and execution
E) design of marketing message

Question 11

Members of the marketing team are MOST often involved with ________.

A) licensing contracts and advertising
B) advertising, human resources, and customer relations
C) distribution channels, customer relations, and information technology
D) sales promotions, public relations, and advertising
E) negotiating between buyers and sellers of the goods and services

Question 12

After a marketing objective is defined,what is the next step marketers should take?

A) design the marketing message
B) determine the marketing budget
C) evaluate the components of the promotion
D) identify the target market
E) implement the promotional mix

Question 13

Gail's Gears is a new company selling accessories for bicycles.Its new advertising campaign features instructions on how to assemble various accessories,including flashing lights for traffic safety,gear boxes to mount on the handlebars,and other products to attach to the seat over the back tire.This advertising campaign is an example of ________.

A) retail advertising
B) public service advertising
C) product advertising
D) interactive advertising
E) mobile advertising

Question 14

The ________ is the strategic combination of tools used to reach targeted customers to achieve marketing objectives.

A) marketing mix
B) marketing toolbox
C) sales pitch
D) promotional mix
E) target market

Question 15

Which of the following statements about advertising in magazines is TRUE?

A) Advertising in magazines is a good short-term tactical tool.
B) Advertising in magazines has a low cost.
C) Advertising in magazines reaches a high market segmentation.
D) Advertising in magazines has little competition for attention.
E) Advertising in magazines requires a short ad-purchase lead time.

Question 16

Which of the following is NOT a form of advertising?

A) the name of the manufacturer on a bottle of dishwashing detergent
B) the name of a local hardware store painted on a fence behind a Little League baseball field
C) the name of the owner of a trucking company on the side of one of his trucks
D) the name of the driver of a car on the side of her car with the words "Real Estate Agent"
E) the name of a popular restaurant, spelled out in skywriting

Question 17

Building traffic,increasing brand awareness,responding to an attack by a competitor,or introducing a new product are all examples of possible ________.

A) organizational weaknesses
B) marketing objectives
C) market distribution
D) promotional tools
E) market targets

Question 18

The advertising campaign "Beef,It's What's for Dinner," is an example of ________.

A) product advertising
B) corporate advertising
C) advocacy advertising
D) business-to-business advertising
E) comparative advertising

Question 19

Annual reports are an example of ________.

A) publicity campaigns
B) controlled messages
C) globally integrated messages
D) print advertising
E) event sponsorship

Question 20

Which of the following is NOT one of the four main options in the promotional mix?

A) personal selling
B) branding
C) advertising
D) public relations
E) sales promotions

Question 21

When there is only one outlet for a line of products in a given geographic area,this is called ________.

A) exclusive distribution
B) selective distribution
C) intensive distribution
D) limited distribution
E) retentive distribution

Question 22

What is the BEST source of new leads for good salespeople?

A) trade shows
B) current customers
C) responses from target mailings
D) website visitors
E) cold calling

Question 23

The first step in the selling process is ________.

A) production
B) researching
C) prospecting
D) developing
E) approaching

Question 24

Soft-drink trucks that deliver to supermarkets and restaurants are truck wholesalers that perform primarily a(n)________ function.

A) warehouse-and-deliver
B) sell-and-deliver
C) risk-bearing-and-warehouse
D) order-and-deliver
E) bulk breaking

Question 25

Wholesalers are intermediaries that do NOT resell products to ________.

A) industrial users
B) final consumers
C) retailers
D) wholesalers
E) marketing intermediaries

Question 26

Target is an example of a ________.

A) factory outlet
B) category killer
C) discount store
D) department store
E) warehouse club

Question 27

What type of wholesaler operates mainly in bulk industries like lumber,coal,and heavy equipment?

A) rack jobbers
B) truck wholesalers
C) drop shippers
D) cash-and-carry wholesalers
E) specialty distributors

Question 28

When selling convenience goods such as tobacco,newspapers,chewing gum,and potato chips to convenience stores,companies often decide to sell through all available outlets.This is ________.

A) selective distribution
B) intensive distribution
C) broad-based distribution
D) exclusive distribution
E) retentive distribution

Question 29

The task referred to as creative selling is MOST often done by ________.

A) an order taker
B) an order getter
C) support personnel
D) a sales clerk
E) a copy writer

Question 30

Manufacturers' agents are MOST LIKELY used in such lines as ________.

A) apparel, furniture, and electrical goods
B) printing equipment, appliances, and heavy machinery
C) coal, chemicals, and metals
D) drug store items, and salon supplies
E) grocery items and other perishables

Question 31

What is the last step in the personal selling process?

A) closing the sale
B) following up
C) meeting customer's needs
D) asking for referrals
E) overcoming objections

Question 32

________ determine what number of intermediaries will be required to achieve the greatest level of efficiency.

A) Marketing demands
B) Competitive markets
C) Manufacturers
D) Retail salespeople
E) Producers

Question 33

Terry North represents a Dutch manufacturer of equipment for the production of chocolate candy bars.He is a(n)________ agent.

A) selling
B) purchasing
C) manufacturers'
D) industrial
E) non-store

Question 34

Trade shows and conventions,cooperative advertising,sales contests,quantity discounts,and free merchandise are ________ tools.

A) trade sales promotional
B) marketing
C) consumer sales promotion
D) public relations
E) distribution

Question 35

An example of business-to-business sales is ________.

A) selling grocery items to grocery stores
B) selling evening gowns to Oscar award nominees
C) selling a washing machine to a theatre company
D) selling automobile insurance to a pet shop owner
E) selling life insurance to a new parent

Question 36

Zenith has introduced a flat-screen television and is training salespeople in a limited number of stores where this new model will be sold.This is called ________.

A) limited distribution
B) exclusive distribution
C) selective distribution
D) intensive distribution
E) retentive distribution

Question 37

When wholesalers take title to merchandise and bear the costs of theft,damage,spoilage,and obsolescence,they are providing ________ to retailers.

A) management service
B) risk bearing service
C) warehousing
D) financing
E) bulk bearing

Question 38

When an Italian printing company hires an American salesperson to visit American publishers and present the advantages of printing with this Italian company,this is an example of ________.

A) public relations
B) product advertising
C) personal selling
D) global thinking
E) corporate advertising

Question 39

Which of the following is an example of a sales promotion?

A) a perfume sample inserted in the pages of a magazine
B) a rebate offer on an ink-jet printer
C) a television spot claiming the health benefits of a new energy drink
D) a press release emphasizing the quality of workmanship of Adirondack chairs
E) a magazine ad for a new car model

Question 40

eBay,which never owns the various items it sells,can be considered ________.

A) a retailer
B) an agent/broker
C) a distribution channel
D) an outlet
E) an end user

Question 41

Public relations is not in charge of damage control.

Question 42

Since fewer and fewer people read magazines,advertising in magazines is considered more of a risk because of the high cost and the fact that advertisements will appear with those of competitors.

Question 43

One of the disadvantages of Internet advertising is that it is difficult to measure how many people see the advertisement.

Question 44

When companies give back to the community through donations or scholarship programs,it not only costs them money,but if often brings money into the company as well.

Question 45

Publicity is information about an individual,organization,or product transmitted through mass media at minimal charge.

Question 46

The marketing objective or goal of all businesses is to increase profits; therefore,the goal of all promotional campaigns is the same.

Question 47

Advertising is paid,impersonal mass communication from an identified sponsor to persuade or influence a targeted audience.

Question 48

________ is often the MOST expensive distribution cost.

A) Packing
B) Warehousing
C) Transportation
D) Accounting
E) Reverse logistics

Question 49

After making a successful presentation,a salesperson will have no need to overcome objections.

Question 50

L.L.Bean and Lands' End are examples of businesses that sell products through catalogs and bypass intermediaries.This method of selling is called ________.

A) direct selling
B) direct marketing
C) convenient shopping
D) retailing
E) telemarketing

Question 51

The marketing staff is MOST often the first contact point for many customers.

Question 52

What is MOST often the lowest cost transportation mode?

A) railroads
B) waterways
C) trucks
D) airways
E) pipelines

Question 53

Advertising is important in the maturity stage of a business because it helps build mass brand awareness and brand association.

Question 54

When making a multimedia presentation about a product,talking and spelling out the facts is much more important than listening in order to be sure the potential customer understands what you are offering.

Question 55

In supply-chain management,the logistics of obtaining all the necessary inputs,such as raw materials and supplies,that go into a production process is called ________.

A) inbound logistics
B) materials handling
C) outbound logistics
D) reverse logistics
E) second-party logistics

Question 56

Although domestic market segmentation is effective,customized advertising campaigns to global markets are not segmented because marketers realize they do not work better.

Question 57

Which transportation mode MOST often has the highest accessibility to markets?

A) railroads
B) waterways
C) trucks
D) airways
E) pipelines

Question 58

Most products have to be customized to satisfy foreign customers.

Question 59

One of the goals of public relations campaigns is to correct misperceptions the public may have about the organization.

Question 60

Personal selling is preferred over advertising when selling a technically complex product.

Question 61

Marketing intermediaries are also referred to as middlemen or wholesalers.

Question 62

Consumer sales promotions are becoming more common because they help segment markets and they are cost-effective.

Question 63

Limited-service wholesalers usually operate at a higher cost than industrial distributors because they deal directly with retailers.

Question 64

Wholesalers often withhold information about competitors,new products,and price developments in order to protect their relationships with other accounts they are distributing.

Question 65

Since the advent of digital video recorders (DVRs),viewers are able to record television shows without the advertisements; therefore,advertisers have had to find alternative ways to advertise products on television.What have advertisers been able to do?

Question 66

What types of organizations are interested in public relations?

Question 67

Wholesalers often help retailers train their sales clerks,improve store layouts and displays,and set up accounting and inventory control systems.

Question 68

What is the purpose of promoting a product?

Question 69

Although it is costly,advertising often leads to lower prices for consumers.Explain why.

Question 70

Intermediaries that facilitate negotiations between buyers and sellers of goods and services but never take ownership of products traded are called retailers.

Question 71

Intermediaries must cover the costs incurred at each link in the distribution channel and earn a profit to remain in business.This causes the consumer to pay higher prices for products.

Question 72

What is an integrated marketing communication (IMC)and why is it important to an organization?

Question 73

Wholesalers are independently owned businesses that do not take ownership (title)of the products they handle.

Question 74

Wholesalers sell only business-to-business products,while retailers sell primarily consumer products.

Question 75

Mary Murray visited the Fairmont Hotel chain website.She clicked several times on the site,searching for hotels and their amenities in several cities in California.She did not book a room at any of those hotels.How is this Internet activity of use to the Fairmont Hotel marketing department?

Question 76

When creating a promotional campaign,what should a business keep in mind when designing the message?

Question 77

Sales promotions are long-term activities that target consumers and other businesses for the purpose of generating interest in a product.

Question 78

Sellers of expensive jewelry often require distributors to carry a full line of inventory.

Question 79

What is a target market?

Question 80

What is another term for junk mail?