Chapter 16 Nickels Using Effective Promotions Full Test Bank - Understanding Business 12e Complete Test Bank by William Nickels. DOCX document preview.
Understanding Business, 12e (Nickels)
Chapter 16 Using Effective Promotions
1) As a component of the promotion mix, advertising includes each of the activities marketers use to inform people about products and persuade them to participate in an exchange.
2) A firm's promotion mix refers to the combination of different promotional tools used to persuade consumers to participate in an exchange.
3) Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.
4) Integrated marketing communication combines all the promotional tools into one comprehensive, unified promotional strategy.
5) Integrated marketing communication combines each element of the promotional effort to create a unique message for a product sold in different markets.
6) Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication.
7) Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication.
8) The promotional budget will clarify how much can be spent on advertising and personal selling.
9) The first step in creating a promotional campaign is to define the objectives for each element of the marketing mix.
10) The last step in creating a promotional campaign is to evaluate the effectiveness of each element of the promotional mix.
11) 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.
12) A firm's promotion mix consists of its pricing and distribution strategies.
13) When developing the promotional campaign for a new product, the first step for a firm is to identify their target market.
14) Caroline has developed a new advertising message for one of her firm's new products. She has sent copies of the ad to all of the salespeople in the firm and asked them to stress the benefits mentioned in the ad when they call on their customers. Finally, the ad includes a free sample coupon to encourage people to try this new product. She is attempting to create one positive, unified brand image for the new product. Caroline is practicing brand communication.
15) Dominic is a salesperson for Partners Publishing. His activities are part of Partners' promotion mix.
16) Comfy Corners Furniture has adopted integrated marketing communication. Comfy Corners Furniture now puts less emphasis on public relations, sales promotion, and personal selling, and concentrates on advertising designed to provide a uniform message to all markets.
17) Depending upon the promotional campaign, advertising may include paid and nonpaid forms of nonpersonal communication.
18) Trade advertising is advertising to consumers by manufacturers to encourage them to try their products.
19) Institutional advertising creates an attractive image for an organization rather than for a product.
20) Advocacy advertising is advertising that supports a particular view of an issue such as nuclear power.
21) When a manufacturer advertises to wholesalers and retailers in an attempt to encourage them to carry its products, it is engaging in institutional advertising.
22) The purpose of institutional advertising is to create an attractive image for an organization.
23) Advertising covers the major production costs of television and radio programs.
24) Newspapers, radio, and directories are usually attractive to local advertisers.
25) Advertising helps to cover the production costs of newspapers and magazines.
26) The major complaint with advertising is that it provides no real benefits to the public.
27) Free television and radio programming is made possible by advertising.
28) Online advertising has become the number one medium and ranks ahead of newspapers and television, based on total advertising expenditures.
29) Television and direct mail are the top two advertising media when ranked by total expenditures.
30) Digital advertising is rapidly growing and now ranks third in terms of total advertising expenditures.
31) Direct mail, television, and newspapers are the top three advertising media when ranked by total expenditures.
32) The number one advertising medium in terms of total dollar expenditures is newspapers.
33) Because television advertising is so expensive, it is less popular than in the past, and it now ranks sixth in total advertising expenditures.
34) Direct mail is usually the best advertising medium to reach specific target markets and ranks number two in overall advertising expenditures.
35) Magazine advertising's main strengths are high visibility, repeat exposures, and basically very low cost.
36) One problem with newspaper advertisements is that they have a short life span.
37) Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.
38) A full-length television program made to look like a television show but devoted exclusively to promoting goods and services is called an infomercial.
39) With the increase of digital advertising, infomercials are rarely shown on television.
40) When marketers advertise on a big online search engine like Google, they can reach the people they most want to reach.
41) One of the benefits of advertising online is that it provides a way to link firms and customers so that they can learn more about each other.
42) Interactive promotion allows customers and companies to work together to create mutually beneficial exchange relationships in an ongoing dialogue.
43) Online advertising allows advertisers to see how many people have clicked on an advertisement and how much of it the potential customer has read or watched.
44) Technology has changed the emphasis of promotion from promoting to customers to working with customers.
45) Technology allows firms to listen to customers' wants, track their purchases, provide them with better service, and give them more access to information.
46) The purpose of interactive promotion is to create a monologue that convinces customers to act quickly.
47) When it comes to reaching global markets, evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.
48) Global advertising can save companies money in research and ad design.
49) The primary emphasis of advertising today is to move from a regional approach in global markets to a total globalist approach.
50) When advertising in global markets it is important to remember that brand names and promotional campaigns can often be translated into a local language differently from what the marketer has attempted to say.
51) Advertising reaches a national audience more effectively than it communicates with a local market.
52) Mailing ads to nearby residents helps grocery stores reach their target market with information about special sales. This represents direct mail advertising.
53) Magazines such as People, Sports Illustrated, and Bloomberg Businessweek pay for much of the cost of producing their publications by selling advertising space in the magazines.
54) Informing consumers about goods and services represents advertising's only benefit to society.
55) The use of infomercials represents an effective use of advertising dollars.
56) It is important to design promotional efforts specifically for individual countries or cultures, and also with great care—at risk of a brand not appealing to the targeted market. For example, a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.
57) According to the Connecting Through Social Media box, production companies needed to change how they measure the popularity of a television program, since we don't necessarily tune in at a specific time. Now, companies track Twitter and Facebook buzz to analyze ratings.
58) As mentioned in the Reaching Beyond Our Borders box, though Kraft Foods knows that there are varying tastes around the world, they only sell their original Oreos worldwide.
59) Forestry Friends is an organization concerned about preserving forests and wilderness areas. They hope to raise the public's awareness regarding this issue. Forestry Friends can communicate their concern by utilizing advocacy advertising.
60) Pie Oh My generates significant "word of mouth" by delighting their customers with delicious pies. Word of mouth represents a kind of advertising.
61) Businesses pay for product placement to have their products displayed in a television episode of Empire or a feature movie.
62) Personal selling involves the face-to-face presentation and promotion of products.
63) Persuading others to buy your product represents the only goal of effective selling.
64) Effective selling involves helping others to satisfy their wants and needs.
65) Since personal selling involves face-to-face contact with customers, salespeople make little if any use of technology in performing their jobs.
66) Personal selling involves more than presenting the product and closing the deal. Other activities include the search for new prospects and follow-up services after the sale.
67) Closing the sale represents success for the salesperson and the final step in the selling process.
68) Validation refers to the process of determining whether a potential customer has the need for a product, the authority to buy, and the willingness to listen to a sales message.
69) The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.
70) The purpose of a trial close in the selling process is to learn as much as possible about customers and their wants and needs.
71) The B2B selling process may take a long time before a deal is finalized; therefore, gathering information about the customer before you approach them is critical.
72) B2C salespeople spend more time prospecting their customers than do B2B salespeople.
73) After-sale follow-up is an important but often neglected step in B2C sales.
74) The B2C selling process has fewer steps than the B2B selling process.
75) In evaluating personal selling it is safe to conclude that it represents a form of individualized advertising.
76) The hallmark of an effective salesperson is the ability to make a sale as soon as the sales presentation is completed.
77) Questions and objections from customers following a sales presentation indicate that a salesperson was poorly prepared for his/her presentation.
78) To be successful, salespeople find that their job responsibilities extend far beyond just closing the sale.
79) Effective salespeople push hard to finalize a sale as soon as they finish their presentation. Otherwise, the customer has time to come up with objections that will make the sale more difficult to close.
80) Nicola is a salesperson at one of Epic Electronics' retail stores. As an effective salesperson, Nicola is expected to help her customers resolve any doubts they might have before the sale, and follow up to ensure that the customer is satisfied after the sale.
81) Steve is a salesperson for a firm that markets products in a B2B market. His wife, Fran, is a salesperson for a retail store selling top-quality electronics goods. While Steve is likely to be successful using follow-up after the sale, Fran should avoid this approach.
82) After her sales presentation, Cheryl asks her customers what color they prefer and if they would like to pay by credit card. She hopes that these questions will help the sales process move beyond the customer's questions and objections. With limited time, Cheryl is utilizing a trial close to help finalize the sale more quickly.
83) Arturo is a salesperson for a firm that sells and leases heavy construction equipment. This equipment is very expensive, and is highly specialized. Arturo spends a great deal of time learning about potential customers' needs, then locates exact specifications of equipment offered by all the major producers in the industry. Armed with this information, Arturo is able to identify the best equipment for each job. Arturo has completed the preapproach stage of the selling process.
84) As customers walk into Leopard Prints clothing store, they are approached by a salesperson who immediately greets and asks, "May I help you?" Studies indicate that this is an effective opening in the B2C sales process.
85) As one of the tools included in a firm's promotion mix, public relations is intended to earn public understanding and acceptance.
86) Effective use of public relations includes an evaluation of public attitudes and the execution of a program to earn public acceptance.
87) An effective public relations department regularly listens to and communicates with the public.
88) An effective public relations program informs the public that the firm is responsive to their needs.
89) To be effective and maintain its independence, the public relations department should avoid establishing close relationships with the media, community leaders, and other corporate stakeholders.
90) Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.
91) Successful PR departments find that listening to the public is not enough. They have to tell the public that they are being responsive.
92) Public relations departments work closely with media, avoiding the time-consuming effort of interacting with individual customers.
93) Using effective public relations requires listening to the public and developing policies that reflect the public's interest.
94) PR firms find that their services can be enhanced and improved by listening to the public in different forums including social media.
95) Publicity is often referred to as the talking arm of public relations.
96) Unlike other promotional tools, such as advertising and personal selling, publicity is free.
97) Compared to effective comparative advertising, publicity is generally considered less believable.
98) One fact that marketers must keep in mind is that publicity can be either positive or negative.
99) Compared to advertising, publicity offers a firm greater control over when and how often the message is communicated.
100) Publicity works and is often used only if the media finds the information interesting or newsworthy.
101) The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues. With this information widely available, efforts can be made to persuade the public of the firm's virtues.
102) Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.
103) Dean, a manager for a firm that produces a variety of recreational equipment and sporting goods, is convinced that his firm markets the safest, highest-quality equipment in the entire industry. Recent studies from the Consumer Product Safety Commission support his position. Dean feels that the best way to create an image of high-quality, safe products is to develop an extensive advertising campaign. Dean realizes that publicity lacks the credibility that advertising can generate.
104) While the Logger's Woodworks legally harvests trees in national forests, this activity is particularly unpopular with environmentalists and tourists. The best strategy to respond to this criticism is to ignore the complaints or views of the public and design an aggressive ad campaign emphasizing the jobs and economic benefits created by their logging operations.
105) Newport Chemicals 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.
106) Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.
107) Sales promotion programs can be used as a means to generate employee enthusiasm.
108) Coupons, contests, and sampling are examples of sales promotion activities.
109) Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.
110) Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.
111) Internal sales promotion efforts target salespeople and employees that handle customer complaints.
112) The use of coupons and sales contests represent internal public relations and sampling activities.
113) The most effective sales promotion programs target customers, rather than employees and marketing intermediaries.
114) Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.
115) Virtual trade shows are not effective at promoting tangible goods; therefore they promote services rather than tangible products.
116) It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.
117) Sampling represents a quick and effective way to demonstrate a product's superiority at the time when consumers are making a purchase decision.
118) Because customers eventually lose interest, businesses achieve the best results when they use sales promotion activities on a limited and irregular basis.
119) Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers, since they ultimately decide the fate of a product.
120) Sales promotion efforts such as trade shows aimed at distributors and dealers are intended to generate their enthusiasm for a firm's products.
121) Calvin is a salesperson for an electrical contractor. This means he is included as part of the target audience for sales promotions from his own company.
122) Bubbles Cola introduced Fruit Flash product line during spring break in Panama City and South Padre Island. It gave out free samples and provided free rides on Bubbles Cola trucks. Bubbles Cola was practicing event marketing.
123) Anything that encourages people to talk favorably about an organization may be effective word-of-mouth promotion.
124) Viral marketing describes everything from paying people to say positive things online to schemes where consumers get commissions for directing friends to specific websites.
125) The Internet has severely reduced the importance and effectiveness of word-of-mouth promotion.
126) A testimonial represents communication from a customer that praises a firm's products.
127) While testimonials effectively promote products to new customers, they are not effective in reaching existing customers.
128) Social media offers opportunities for positive and negative word-of-mouth promotion.
129) Social media is an easy way for customers to communicate with companies. However, it is not an easy way for companies to communicate with customers.
130) There are millions of blogs online, but businesses have found blogs do not serve much of a purpose since social media is more powerful.
131) Podcasting is a means of distributing audio and video programs but these programs can only be seen and heard using mobile technology.
132) The Internet enables companies to decrease their emphasis on traditional promotional tools such as television advertising.
133) Mobile technology allows marketers to promote products to consumers through smartphones using text alerts.
134) Even though advances in mobile media present some interesting opportunities, marketers expect that traditional promotions such as television advertising will dominate promotional efforts over the long term.
135) In the evaluation of the promotion, it's best to establish a promotional strategy that can reach multiple targets rather than developing a separate promotion mix for each target group.
136) Personal selling provides the most efficient element of the promotion mix for a firm attempting to create a good impression among a large group of consumers.
137) In evaluating the promotion mix, it's fair to say that large organizations are best reached through personal selling.
138) A pull strategy utilizes consumer demand for a product to motivate retailers and wholesalers to actively market the product.
139) Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.
140) The objective of a push promotional strategy is to move a product through a distribution channel by offering incentives to wholesalers and retailers to stock and sell the merchandise.
141) While word of mouth represents an effective promotional tool, the need for face-to-face communication limits its usefulness.
142) A recent study reveals that regardless of the product or target market, mobile media is not a promotion mix tool that works efficiently.
143) To execute an effective promotional strategy, firms are required to choose between a push strategy and a pull strategy.
144) According to the Adapting to Change box, companies tailor advertisements directly to you, even while you're driving along the highway.
145) Motivated by the impolite treatment he received at a department store, José shared his bad experience on Yelp. He encouraged others not to frequent that store. José's statements represent negative word of mouth.
146) At an Epic Electronics retail store, management knows the value of reassuring their current customers that they made the right choice when they decided to give Epic their business. Testimonials would be an effective promotional activity to confirm the purchase decisions of Epic's customers.
147) MusclePRO promotes its ready-to-drink protein shake directly to consumers through television ads, infomercials, and online coupons. The company is making use of a push strategy to reach their customers.
148) Fit Family utilizes newspaper and television ads designed to motivate potential buyers to seek out their product. This represents a push promotional strategy.
149) Advertising the newest Avengers movie during Saturday Night Live is an example of a pull strategy being used by the film's producers.
150) The goal of ________ is to inform and remind people in a target market about specific products, eventually persuading them to participate in an exchange.
A) promotion
B) market research
C) market segmentation
D) marketing loyalty
151) The combination of advertising, personal selling, public relations, and sales promotion activities traditionally used by an organization represents its
A) marketing communications system.
B) marketing mix.
C) public relations package.
D) promotion mix.
152) ________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy.
A) A market unification plan
B) Integrated marketing communication
C) A push promotional program
D) A target coordination program
153) A promotional campaign begins by
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.
154) The traditional promotion mix for a firm consists of the
A) strategic mix of price, product, place, and advertising.
B) various types of advertising media the firm selects to reach each specific target market.
C) marketing intermediaries employed by the firm to create a supply value chain.
D) advertising, personal selling, public relations, and sales promotion used to reach a target market.
155) Creating a positive brand image by using all the promotional tools in a comprehensive, unified promotional strategy is called
A) brand awareness.
B) integrated management communication.
C) interactive promotional communication.
D) integrated marketing communication.
156) Bathtub Brewing Company's ________ relies heavily on advertising, personal selling, and a limited use of product sampling.
A) marketing mix
B) promotion mix
C) communication network
D) transfer marketing
157) Marshall Manufacturing has recently revamped its promotional strategy. Marshall now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message. Marshall Manufacturing has adopted a(n)
A) internal marketing program.
B) integrated marketing communication system.
C) multilevel coordination plan.
D) stakeholder response system.
158) The management at GameGuys, Inc. designed a strategy that unifies advertising, personal selling, public relations, and sales promotion activities creating a consistent message. This effort to promote a positive brand image represents a(n) ________ program.
A) global marketing
B) interactive promotion
C) integrated marketing communication
D) unified segmentation
159) ________ refers to any paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the message.
A) Publicity
B) Promotion
C) Public relations
D) Advertising
160) The total annual expenditures on advertising in the United States
A) peaked last year at approximately $700 billion.
B) has declined significantly as firms utilize different online promotional opportunities.
C) is about $420 billion.
D) has been capped at $300 billion by a government stimulus package.
161) Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is called
A) retail advertising.
B) trade advertising.
C) business-to-business advertising.
D) institutional advertising.
162) When an organization uses advertising to create an attractive image for itself, this type of advertising is called
A) retail advertising.
B) trade advertising.
C) comparison advertising.
D) institutional advertising.
163) ________ advertising encourages wholesalers and retailers to carry the products of a specific manufacturer.
A) Advocacy
B) B2B comparison
C) Trade
D) Institutional
164) ________ advertising supports a particular view or position on an issue.
A) Advocacy
B) Institutional
C) Comparison
D) Trade
165) In terms of total dollars spent, the number one and two advertising media are
A) television along with direct mail.
B) digital and television.
C) television and newspapers.
D) digital and radio.
166) One advantage of magazine advertising is that
A) the ad must conform to post office regulations.
B) the exposure time is short.
C) the ad is available at the point of purchase.
D) the ad can target specific audiences.
167) In evaluating the best advertising medium to reach a specific target market the clear choice is
A) cable television.
B) newspapers.
C) network television.
D) direct mail.
168) The effectiveness of direct mail advertising suffers from
A) its inflexibility.
B) the limited length of the message.
C) the consumer perception that it is junk mail.
D) its inability to target specific markets.
169) The effectiveness of magazine advertising is reduced by its
A) inflexibility.
B) inability to target specific markets.
C) brief life span.
D) higher total cost, relative to television advertising.
170) Which of the following is a major strength of direct mail advertising?
A) low cost
B) widespread acceptance by consumers
C) subject to few restrictions or regulations
D) ability to accurately target specific markets
171) Which of the following refers to the practice of paying to have a product appear favorably in a television show or movie?
A) interactive promotion
B) product placement
C) brand association
D) market recognition
172) Infomercials provide the opportunity for
A) the product to sell itself.
B) product placement to occur.
C) the use of outdoor advertising.
D) the promotional mix to be avoided.
173) Television programs devoted exclusively to promoting goods and services are called
A) testimonials.
B) infomercials.
C) interactive television.
D) online computer advertising.
174) ________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.
A) Advertising
B) A push strategy
C) Interactive promotion
D) Public relations
175) Advertisers like online advertising because
A) they are able to see how many people have read or watched some part of an advertisement.
B) it is easy to create.
C) it is inexpensive.
D) it is free.
176) Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?
A) testimonials
B) infomercials
C) product placement
D) online advertising
177) Companies can implement global marketing by developing a product and promotional strategy that
A) is tailored to each individual market.
B) can be implemented worldwide.
C) requires low-cost production through outsourcing.
D) motivates intermediaries (i.e. wholesalers and retailers) to actively stock and sell the firm's goods and services.
178) The evidence supports the position that promotional efforts specifically designed for individual countries produce
A) less sales and profits than a global promotional strategy.
B) better results than a global promotional strategy.
C) higher overall costs than a global promotional strategy.
D) superior results only when the product is also produced in each country.
179) Future promotional efforts will likely be
A) custom-designed to reach smaller audiences.
B) targeted at larger audiences.
C) less interactive and more persuasive.
D) similar to promotional efforts today.
180) Which of the following is an advantage of magazine advertising?
A) short exposure time
B) ability to quickly change message
C) superior color
D) relatively short life
181) Which of the following media enables firms to quickly change their advertising message?
A) irectories
B) magazines
C) newspapers
D) television
182) Which of the following represents the primary purpose of a firm using institutional advertising?
A) creates a positive image for the firm
B) full coverage of local markets
C) high visibility of a specifically targeted message
D) reduces cost
183) Firms with a very limited advertising budget would be very unlikely to use ________ advertising.
A) Internet
B) radio
C) outdoor
D) television
184) Which of the following helps explain the popularity of infomercials?
A) interactive nature of the presentation
B) ability to clearly demonstrate the product's benefits
C) use of an inexperienced salesperson who is believable
D) impact of favorable government testimonials on potential buyers
185) Which of the following statements is the most accurate?
A) Studies indicate that effective promotion focuses on the pricing elements of the marketing mix.
B) The Internet changes the focus of promotion from "working with" to "promoting to" customers.
C) New promotional efforts create a more interactive approach, developing a dialogue between the firm and its customers.
D) Successful promotion utilizes each element of the promotion mix independently, creating a well-diversified message.
186) In the past, ________ was an important advertising strategy used in movies. Now it is also used with video games. It can be easily altered to reflect another advertiser, depending upon which advertiser has purchased ad time.
A) product placement
B) direct mail
C) sampling
D) a commercial
187) One of the distinct differences between ________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers, instead of a monologue type approach.
A) product placement
B) direct mail
C) interactive promotion
D) infomercials
188) Which of the following statements is the most accurate?
A) Advertising helps pay for production costs of newspapers and magazines.
B) Word of mouth is the most effective form of advertising.
C) Advertising does not really provide information to consumers; it merely persuades consumers to buy advertised products.
D) Consumers don't remember good advertisements.
189) Evidence indicates that the best promotional strategy for firms operating globally is
A) a "one-mix-fits-all" strategy.
B) to uniquely design a strategy for each country.
C) based on total operating costs and the nation's disposable income.
D) designed by foreign intermediaries who control promotion.
190) Interactive promotion
A) attempts to create a dialogue between buyers and sellers.
B) transforms the approach from "working with" to "promoting to" customers.
C) fails to build long-term relationships with customers.
D) is an increasingly important element of the personal selling mix.
191) When marketing to consumers in the global population, it's important for companies to remember that promoting products
A) is easy and profitable if they are well-known brands.
B) can be accomplished using a global approach since consumers are more alike than most people think.
C) is best done by using personal selling and product sampling.
D) calls for attention to cultural differences and possible translation problems.
192) Protectors' Insurance wants to build strong relationships with its customers and is looking to create a more interactive approach to advertising. Which of the following represents the preferred advertising medium to achieve their goal?
A) online
B) radio
C) television
D) newspapers
193) Newport Processing promotes its services through Mechanical Engineers Today, a trade magazine that charges Newport and other companies $5,000 per page for ________ to help offset the magazine's publishing costs.
A) publicity
B) advertising
C) public relations
D) trade shows
194) Which of the following statements about global advertising is most correct?
A) Epic Electronics should avoid advertising in foreign markets and rely instead on other elements of its promotion mix, such as personal selling and public relations.
B) Television is the best advertising medium for Epic Electronics to promote its products in foreign countries.
C) Global advertising involves developing a single promotional strategy that can be implemented worldwide.
D) Given the lower incomes of consumers in many foreign countries, the best way to promote Epic Electronics is utilizing a low-price strategy.
195) Spokes Bicycles is looking to change up its promotional strategy and focus on its relationships with customers. Which of the following is required for Spokes to build meaningful relationships with its customers?
A) giving consumers access to limited information
B) tracking customer purchases
C) promoting to rather than working with customers
D) offering full-service purchases over their cell phones
196) ________ refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.
A) Word-of-mouth promotion
B) Personal selling
C) Public relations
D) Internal marketing
197) People with an unmet need, the authority to buy, and the willingness to listen to a sales message represent a firm's
A) prospects.
B) intermediaries.
C) buyers.
D) cohorts.
198) In the seven-step B2B selling process, the selection of potential customers is known as
A) prospecting.
B) synchronizing.
C) articulating.
D) qualifying.
199) After prospects have been identified and qualified, the next step in the selling process is ________. This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.
A) customer specification
B) the preapproach
C) consumer trait analysis
D) customer quantification
200) The approach step of the selling process attempts to
A) qualify potential customers who are willing and able to buy.
B) build credibility and establish rapport.
C) close the sale.
D) learn about potential customers and their wants and needs.
201) The final step of the selling process involves
A) follow-up.
B) closing.
C) posting.
D) trial closing.
202) The purpose of a ________ is to move the selling process toward an actual product purchase.
A) follow up
B) closing
C) trial close
D) commission
203) In B2C sales the salesperson does not spend a great deal of their time
A) following up.
B) closing.
C) qualifying.
D) presenting.
204) A review of the personal selling process indicates that selling is
A) a matter of establishing relationships.
B) getting a name on a sales contract.
C) about 90 percent luck and 10 percent skill.
D) giving way to computers in responding to consumer needs.
205) "You never get a second chance to make a good first impression," captures the importance of the ________ step in the selling process.
A) prospecting
B) introduction
C) qualifying
D) approach
206) Which of the following statements is the most accurate?
A) Closing is the final and most important step in the selling process.
B) Once a sales presentation is completed, the salesperson should attempt to close as quickly as possible before the customer expresses any doubts or concerns.
C) Closing may involve getting the customer to agree to a trial close.
D) If the salesperson has done a good job of qualifying prospects and has developed a strong presentation, then closing is the easiest step in the selling process.
207) Madeline just finished giving a sales presentation to a major prospect. Next, Madeline will likely be
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.
208) Bailey is a new salesperson for a textbook publisher. She is compiling a list of professors who make textbook buying decisions and plans to contact these professors to determine what texts they are currently using, and if they plan to adopt a new text. Identifying those decision makers who are willing to consider one of her texts is called
A) personal development.
B) sales identification.
C) preliminary sales analysis.
D) prospecting and qualifying.
209) Blake's client expressed her concerns and questioned some of the details of the sales proposal once he completed his sales presentation. An effective salesperson would
A) downplay these objections and push to close the sale as quickly as possible to avoid the endless questions that some customers ask.
B) address her concerns and develop a better relationship.
C) consider revising the presentation so that next time customer concerns and objections can be avoided.
D) bring in the top executives of the company to close the sale.
210) The activity that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is called
A) public research.
B) public relations.
C) public communication.
D) public advocacy.
211) ________ refers to any information about a product or an organization that is communicated to the public through the media and is not paid for or controlled by the sponsor.
A) A market presentation
B) Promotion
C) Public relations
D) Publicity
212) Compared to advertising, publicity offers the advantage of greater
A) flexibility.
B) personal appeal.
C) believability.
D) message repetition.
213) A major responsibility of the public relations department is to
A) decide on the appropriate mix of advertising media.
B) maintain close ties with the media, community leaders, government officials, and other stakeholders.
C) identify appropriate markets for the firm's products, and then select the most likely customers in each market.
D) train salespeople to interact better with their company's customers.
214) Compared to other promotional tools, publicity
A) costs more.
B) offers the firm little control over the message.
C) prevents a response from competitive firms.
D) is the easiest to manage.
215) One way to see that publicity is handled well by the media is to
A) pay for it.
B) establish a friendly relationship with media representatives.
C) write good press releases that attract attention.
D) ask for the best location or time in the medium under consideration.
216) Today's public relations departments
A) focus more on advertising and less on publicity.
B) are downsizing as firms emphasize personal selling to promote their products.
C) are more actively listening to customers and helping to solve their problems.
D) avoid relationships with the media and government officials.
217) A good public relations program recognizes that the
A) company must not ever admit fault.
B) firm must be willing to make changes in its policies and procedures.
C) firm must be independent of production and service activities.
D) media are not to be trusted since they profit by selling bad news.
218) Jasmine finished writing a news release about her company's new product. She intends to e-mail the message to local television and radio stations as well as newspapers in hope that they will find the information newsworthy and run a story about the product. Jasmine's efforts represent the firm's
A) public relations.
B) institutional advertising.
C) secondary advertising.
D) interactive marketing.
219) Consumer research indicates that the public is very concerned about underage drinking. In response, Texas Brewing Company has created a website providing parents with information to help avoid underage drinking in their families. The firm also provides materials to retailers to help train their employees to avoid sales to minors. Publicizing these efforts:
A) will likely backfire, since few people will believe a beer company would seriously support a program that would reduce their sales.
B) represents a key step in a good public relations program.
C) illustrates a push strategy applied to public relations.
D) would distract the firm from its primary mission of selling beer to adults.
220) Lyla faces the challenge of developing the promotion mix for a new business. Given the uniqueness of the new products and a very limited budget, Lyla confronts a creditability problem. She realizes that the promotional messages of an unknown firm may be met with skepticism. What should Lyla consider?
A) publicity to help create a positive image for her firm and its products
B) extensive use of persuasive advertising
C) emphasizing personal selling rather than public relations
D) changing jobs because this situation is hopeless
221) The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities, such as trade shows, event sponsorships, and contests, is known as
A) publicity.
B) public relations.
C) every day low prices.
D) sales promotion.
222) Effective sales promotion activities target
A) employees only.
B) customers only.
C) employees, dealers, and customers.
D) dealers only.
223) A ________ allows B2B buyers to see products online 24/7 without having to leave their office.
A) virtual trade show
B) direct marketing show
C) shopping network
D) cyber market
224) Which of the following is a consumer sales promotion activity?
A) contests
B) advertising
C) vending sales
D) direct mail
225) Which of the following is a B2B sales promotion activity?
A) contests
B) advertising
C) vending sales
D) conventions
226) To generate enthusiasm about a good or service, sales promotion
A) targets groups internally and externally.
B) directs stockholders to sell their stock when prices increase.
C) is ineffective in reaching the B2B market.
D) has declined in importance because of time and cost limitations.
227) Which of the following statements is most accurate?
A) Sales promotions are targeted both internally and externally.
B) Sales promotion efforts are directed at nonprofit organizations.
C) Dealers are inappropriate targets of sales promotion activities.
D) The goal of sales promotion activities is to create consumer awareness.
228) At a recent baseball tournament, a local beer distributor gave free mugs to all adults with a paid admission. What is this an example of?
A) market segmentation
B) sampling
C) publicity
D) sales promotion
229) Colossal Choco Chipper is a new, gigantic chocolate chip cookie created by the Kookie Cookie Company. To create interest for the Colossal Choco Chipper, the company sent a free package of six cookies to selected homes along with a coupon. Kookie Cookie's activities represent
A) trade advertising.
B) consumer publicity.
C) sales promotion.
D) public relations.
230) Bookbinder Books partnered with Amazon to offer a unique ________. If you purchase 1 of 12 paperback books published by Bookbinder, you can choose 1 of 12 Kindle versions for $3 (a much lower price than a regular Kindle version).
A) sales promotion
B) publicity stunt
C) direct marketing opportunity
D) advertisement
231) ________ encourages people to tell other people about goods or services they have enjoyed.
A) Personal selling
B) Publicity
C) A trade show
D) Word-of-mouth promotion
232) ________ refers to such tactics as paying people to say good things about a product online or setting up multilevel selling schemes that reward people for directing their friends to a company's website.
A) Virtual inducement
B) Cyber offers
C) Viral marketing
D) Pseudo-marketing
233) A ________ is an endorsement from a customer praising a firm's product.
A) testimonial
B) news release
C) viral message
D) virtual endorsement
234) Two-way communication between businesses and customers becomes easier by using
A) social media.
B) viral marketing.
C) product placement.
D) mobile marketing.
235) The distribution method for audio and video programs online that lets users subscribe to a number of files or feeds is called a(n)
A) iCast.
B) podcast.
C) blog.
D) filecast.
236) The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a
A) pull strategy.
B) segmentation strategy.
C) push strategy.
D) product placement strategy.
237) The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a
A) pull strategy.
B) segmentation strategy.
C) push strategy.
D) product placement strategy.
238) The steps leading to a successful social media promotional campaign include
A) only posting photos monthly.
B) following back and replying to customers.
C) not using hashtags because it annoys potential customers.
D) leading customers to your website's FAQ section instead of answering questions.
239) Independent producers can create self-published syndicated shows using
A) webcasting.
B) email.
C) podcasting.
D) electronic production.
240) Companies that adopt a pull strategy target their promotional efforts toward
A) consumers.
B) retailers.
C) wholesalers.
D) manufacturers.
241) The primary purpose of a pull strategy is to
A) offer rebates and discounts to retailers and wholesalers.
B) stimulate consumers to ask for a product, which then encourages retailers to stock it.
C) pull the distribution network together to minimize costs and maximize profits.
D) stimulate retailers to stock each product offered by a particular manufacturer.
242) The primary purpose of a push strategy is to
A) push products on consumers and convince them that they need the products.
B) rush the production schedule for products and beat competitors to the market.
C) push the product down the distribution channel to retail stores.
D) push products away from traditional channels of distribution to save costs.
243) Frontier Filmmakers advertises their movies during television shows that their target market typically watches. Frontier Filmmakers believes the best way of reaching its customers is through a ________ strategy.
A) push
B) pull
C) product placement
D) word-of-mouth
244) Despite its name, Choco Central is located in a small shopping center far from customers. However, the company enjoys outstanding business because satisfied customers share their enjoyable experiences at Choco Central with their friends and relatives. Choco Central apparently benefits from positive
A) trade advertising.
B) word of mouth.
C) sales promotion.
D) public relations.
245) Registration in Ms. McNick's classes reaches maximum enrollment quickly. Students register immediately online just to insure their seat in her class. One student summed it up: "Everyone's heard she is the best teacher on campus." Ms. McNick's classes benefit from
A) viral publicity.
B) positive public relations.
C) free advertising.
D) word-of-mouth promotion.
246) Tiffany recently received poor service at a local restaurant. After dinner, Tiffany made her complaints public by placing them online. What is this a form of?
A) negative advertising
B) institutional sales promotion
C) public relations
D) word of mouth
247) Starlight Movies markets its DVDs and Blu-rays online. Recently, Starlight adopted a new program that offers their current customers free rentals if they encourage their friends to visit Starlight's website. What does this promotional program represent?
A) second stage advertising
B) viral marketing
C) interlinked promotion
D) virtual inducement
248) The Maryland Department of Travel and Tourism promotes tourism in the state by sending travel agents and bus tour companies information about the state's many attractions. The hope is that by stimulating interest in tour and travel agents, they will in turn encourage their customers to visit Maryland. This example represents a ________ promotional strategy.
A) push
B) pull
C) sampling
D) product placement
249) AutoPROS uses its website to target car parts stores and car owners and tell them of the benefits of using their long-lasting spark plugs. What strategy is AutoPROS using?
A) dialogue strategy
B) word-of-mouth strategy
C) push and pull strategies
D) product placement strategy
250) Kerry Cottage carries authentic Irish gifts and clothing. The company uses a good deal of television advertising and sales promotion activities to attract consumers to retail shops in search of its brand. What strategy is Kerry Cottage utilizing?
A) systems
B) placement
C) push
D) pull
251) When managing the promotion mix, marketers are utilizing technology to deliver important information directly to the customer. For example, during the spring planting season, Home Depot and Lowes added QR codes to plants. When scanned with a mobile app, customers could make better buying decisions. The code offered information on planting time, watering schedule, and other pertinent tips on each plant. Home Depot even ran a commercial to let its customers know how it was using technology to assist them with their spring planting decisions. Whether using new promotional methods or traditional promotional methods, Home Depot
A) utilized pull strategy because it directed its campaign to the stores where the products are sold.
B) utilized push strategy because it directed its messages to consumers, permitting them to subscribe to the pick economy.
C) utilized pull strategy because it directed its messages to consumers.
D) utilized push strategy because it directed its messages to its stores that were already equipped with bar code technology.
252) Identify the advantages and disadvantages of newspapers and television as media to carry your firm's promotional message. Which of the two receives the most advertising revenues and what are key advantages and disadvantages of both?
253) Explain how publicity differs from advertising. What are the advantages and disadvantages of publicity in a firm's promotion strategy?
254) Explain the steps in the personal selling process. How does B2B personal selling differ from B2C personal selling?
255) Your company has developed a new nutritious snack and you are part of the team created to develop the promotion mix for the new product. Your specific task on this team is to determine the sales promotion activities of the promotion mix. Identify and describe several possible sales promotion activities the firm could use to promote the new snack food.
256) You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the PharmaOne Pharmaceutical Company. Outline the highlights of applying both (a) a pull strategy and (b) a push strategy.
257) Explain the difference between viral marketing, social networking, and podcasting.
Mini-Case
The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product.
258) Before they look at specific promotional tools, Melody and Tom agree that they want a promotion mix that is both comprehensive and unified. They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image. Melody and Tom want to implement a(n)
A) internal marketing program.
B) integrated marketing communication program.
C) multilevel market coordination plan.
D) stakeholder response communication system.
259) Due to the unique nature of this product, Tom and Melody have decided to develop a half-hour television program to demonstrate the benefits of the MuscleMaster. It is hoped that this ________ will provide a great start in the market.
A) interactive television ad
B) online television ad
C) infomercial
D) publicity commercial
260) Tom and Melody are considering the extensive use of ads in fitness magazines and a direct mail campaign targeted at people who have bought other products made by Xer-Wise. Since these messages are geared directly to customers, it is clear that Tom and Melody want to implement a ________ strategy.
A) push
B) pull
C) placement
D) stretch
261) Tom and Melody have decided to work together to write a news release that describes the benefits of MuscleMaster and cites the rave reviews of the fitness experts who have already tried the equipment. They intend to send the release to a list of columnists who write in fitness magazines or have health and fitness columns in newspapers, hoping that some of these writers will include information about the MuscleMaster in their articles. Tom and Melody hope to utilize
A) publicity.
B) a push strategy.
C) viral marketing.
D) swag promotion.
262) Xer-Wise markets and promotes its products to consumers online. Melody and Tom are considering a more aggressive approach to generate enthusiasm for the MuscleMaster over the Internet. They have discussed offering young adults free T-shirts and special discounts on Xer-Wise equipment if they will agree to hype the benefits of the MuscleMaster on Facebook. They are even considering setting up a program in which customers get commissions for directing friends to the Xer-Wise website. If they adopt these strategies, Tom and Melody would be utilizing
A) secondary marketing.
B) viral marketing.
C) unified marketing.
D) extended reach marketing.