Question 1

In what ways can promotion be used to reduce sales fluctuations?

Accepted Answer

Demand for many products varies from one

Question 2

Scenario 16.2 Use the following to answer the questions.
The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods, however, and have asked for your advice.
Refer to Scenario 16.2. If the manufacturers of Whizz were to partner with Whirlpool to place a bottle of Whizz in each new washer that is purchased during the first year, this would be an example of

Accepted Answer

A)  advertising. 
B)  sales promotion. 
C)  viral marketing. 
D)  packaging. 
E)  publicity-based public relations. 
A)  advertising. 
B)  sales promotion. 
C)  viral marketing. 
D)  packaging. 
E)  publicity-based public relations.

Question 3

Certain types of promotion facilitate price competition.

Accepted Answer

A) True 
 B)False

Question 4

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates

Accepted Answer

A)  personal selling. 
B)  retailing. 
C)  public relations. 
D)  advertising. 
E)  sales promotion. 
A)  personal selling. 
B)  retailing. 
C)  public relations. 
D)  advertising. 
E)  sales promotion.

Question 5

You are the marketing manager for a company that makes and markets designer sunglasses. Recently, your boss suggested to you that the company should try to get its sunglasses worn by more actors and actresses in movies. He asked you to look into what it would take to make that happen.
Which of the following promotion activities is your boss referring to with this idea?

Accepted Answer

A)  Advertising 
B)  Personal selling 
C)  Public relations 
D)  Product sponsorship 
E)  Product placement 
A)  Advertising 
B)  Personal selling 
C)  Public relations 
D)  Product sponsorship 
E)  Product placement

Question 6

Personal selling makes possible immediate feedback from consumers.

Accepted Answer

A) True 
 B)False

Question 7

A marketer's use of _____________ tends to be irregular.

Accepted Answer

A)  advertising. 
B)  sales promotion. 
C)  public relations. 
D)  personal selling. 
E)  marketing. 
A)  advertising. 
B)  sales promotion. 
C)  public relations. 
D)  personal selling. 
E)  marketing.

Question 8

Virtual realities are still relatively new, but more people are gaining a familiarity with this technology. Competitors are beginning to emerge. Oculus Rift decides it is time to start releasing promotion that markets the advantages of its virtual reality headset compared to competitors. Oculus Rift is attempting to build

Accepted Answer

A)  pioneer demand. 
B)  selective demand. 
C)  competitive demand. 
D)  comparative demand. 
E)  introductory demand. 
A)  pioneer demand. 
B)  selective demand. 
C)  competitive demand. 
D)  comparative demand. 
E)  introductory demand.

Question 9

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?

Accepted Answer

A)  Promotion costs cause product costs to be higher. 
B)  Promotion activities make up the bulk of marketing. 
C)  The role of promotion is to stimulate product demand. 
D)  Promotion should be directed toward numerous audiences. 
E)  Most promotional efforts are performed through advertising. 
A)  Promotion costs cause product costs to be higher. 
B)  Promotion activities make up the bulk of marketing. 
C)  The role of promotion is to stimulate product demand. 
D)  Promotion should be directed toward numerous audiences. 
E)  Most promotional efforts are performed through advertising.

Question 10

Mister Sub offers customers a card that allows them to have a free sub for every seven that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

Accepted Answer

A)  encouraging product trial. 
B)  retaining existing customers. 
C)  stimulating demand. 
D)  combating competitive promotional offers. 
E)  reducing sales fluctuations. 
A)  encouraging product trial. 
B)  retaining existing customers. 
C)  stimulating demand. 
D)  combating competitive promotional offers. 
E)  reducing sales fluctuations.

Question 11

The process of putting one's thoughts (meaning) into signs (symbols) is called

Accepted Answer

A)  decoding. 
B)  noise. 
C)  interference. 
D)  transmission. 
E)  the coding process. 
A)  decoding. 
B)  noise. 
C)  interference. 
D)  transmission. 
E)  the coding process.

Question 12

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

Accepted Answer

A)  stimulate demand. 
B)  encourage product trial. 
C)  create awareness. 
D)  combat competitive promotional efforts. 
E)  retain loyal customers. 
A)  stimulate demand. 
B)  encourage product trial. 
C)  create awareness. 
D)  combat competitive promotional efforts. 
E)  retain loyal customers.

Question 13

John owns a small mechanics shop. He decides to invest in some local advertising. In one newspaper advertisement, he talks about how affordable his shop is compared to competitors. He also takes out a radio ad stressing that his shop's prices are much lower than competitors. However, when a new customer comes in to have some body work done on her car, she is shocked to see that the final bill is much higher than what it would have cost at her previous mechanic's. When she complains to John, he informs her that his shop provides the highest in quality services, which sometimes entails higher costs. John does not appear to have an effective

Accepted Answer

A)  marketing information system. 
B)  integrated marketing communications strategy. 
C)  system of advertising. 
D)  channel of communication. 
E)  marketing plan. 
A)  marketing information system. 
B)  integrated marketing communications strategy. 
C)  system of advertising. 
D)  channel of communication. 
E)  marketing plan.

Question 14

____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.

Accepted Answer

A)  Stakeholder management 
B)  Personal selling 
C)  Integrated marketing communications 
D)  Sales promotion 
E)  Public relations 
A)  Stakeholder management 
B)  Personal selling 
C)  Integrated marketing communications 
D)  Sales promotion 
E)  Public relations

Question 15

Scenario 16.2 Use the following to answer the questions.
The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods, however, and have asked for your advice.
Refer to Scenario 16.2. Since Whizz is a new product, which of the following promotional methods would you least recommend?

Accepted Answer

A)  Magazine ads 
B)  Viral marketing 
C)  Television commercials 
D)  A price-reduction sales promotion 
E)  Public relations 
A)  Magazine ads 
B)  Viral marketing 
C)  Television commercials 
D)  A price-reduction sales promotion 
E)  Public relations

Question 16

Compared to advertising, what are the major advantages and limitations of personal selling?

Accepted Answer

Personal selling has both advantages and

Question 17

Explain what product placement is and discuss its growing popularity within entertainment media.

Accepted Answer

A growing technique for reaching consume

Question 18

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required.

Accepted Answer

A)  personal selling 
B)  advertising 
C)  public relations 
D)  sales promotion 
E)  packaging 
A)  personal selling 
B)  advertising 
C)  public relations 
D)  sales promotion 
E)  packaging

Question 19

You work for a company that is marketing a new line of bathing suits. These bathing suits have a unique style that differs from other bathing suits, and you want to spread awareness among consumers and spark their interest. The bathing suit will be sold in stores nationwide. Probably the best promotion mix elements to use in your integrated marketing communications strategy are

Accepted Answer

A)  personal selling and sales promotion. 
B)  advertising and personal selling. 
C)  advertising and sales promotion. 
D)  public relations and sales promotion. 
E)  personal selling and public relations. 
A)  personal selling and sales promotion. 
B)  advertising and personal selling. 
C)  advertising and sales promotion. 
D)  public relations and sales promotion. 
E)  personal selling and public relations.

Question 20

A communications channel is the vehicle used to transmit the coded message from the source to the receiver.

Accepted Answer

A) True 
 B)False

In what ways can promotion be used to reduce sales fluctuations?

Certain types of promotion facilitate price competition.

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates

Personal selling makes possible immediate feedback from consumers.

A marketer's use of _____________ tends to be irregular.

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?

Mister Sub offers customers a card that allows them to have a free sub for every seven that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

The process of putting one's thoughts (meaning) into signs (symbols) is called

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.

Compared to advertising, what are the major advantages and limitations of personal selling?

Explain what product placement is and discuss its growing popularity within entertainment media.

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required.

A communications channel is the vehicle used to transmit the coded message from the source to the receiver.

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding, and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 16: Integrated Marketing Communications

In what ways can promotion be used to reduce sales fluctuations?

Certain types of promotion facilitate price competition.

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates

Personal selling makes possible immediate feedback from consumers.

A marketer's use of _____________ tends to be irregular.

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?

Mister Sub offers customers a card that allows them to have a free sub for every seven that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

The process of putting one's thoughts (meaning) into signs (symbols) is called

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.

Compared to advertising, what are the major advantages and limitations of personal selling?

Explain what product placement is and discuss its growing popularity within entertainment media.

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required.

A communications channel is the vehicle used to transmit the coded message from the source to the receiver.

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding, and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters