Question 1

Advertising,personal selling,sales promotion,and public relations make up the:

Accepted Answer

A)  communication model 
B)  advertising campaign 
C)  marketing mix 
D)  publicity four 
E)  promotional mix 
A)  communication model 
B)  advertising campaign 
C)  marketing mix 
D)  publicity four 
E)  promotional mix

Question 2

Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness.

Accepted Answer

A) True 
 B)False

Question 3

The most successful global marketing managers realize that:

Accepted Answer

A)  senders of messages can communicate effectively with other cultures even if they know nothing of the other culture 
B)  any message can be considered uniform by easily translating the message into all the other languages 
C)  consumers' cultural environments do not play a large role in the communication process and affect decoding 
D)  it is imperative that every message be completely customized to each subculture 
E)  translation and possible miscommunication of their promotional messages can occur 
A)  senders of messages can communicate effectively with other cultures even if they know nothing of the other culture 
B)  any message can be considered uniform by easily translating the message into all the other languages 
C)  consumers' cultural environments do not play a large role in the communication process and affect decoding 
D)  it is imperative that every message be completely customized to each subculture 
E)  translation and possible miscommunication of their promotional messages can occur

Question 4

When Ali saw the Apple iPhone at the AT&T store she knew she had to have one.The salesperson showed Ali all the special capabilities it had and she was able to try it there in the store.According to the AIDA concept,Ali entered the _____ stage.

Accepted Answer

A)  action 
B)  attention 
C)  liking 
D)  interest 
E)  desire 
A)  action 
B)  attention 
C)  liking 
D)  interest 
E)  desire

Question 5

Progressive Bank uses billboard,television,newspaper,and magazine advertising to inform consumers about their products.This is an example of _____ communication.

Accepted Answer

A)  referential 
B)  mass 
C)  factual 
D)  interpersonal 
E)  public 
A)  referential 
B)  mass 
C)  factual 
D)  interpersonal 
E)  public

Question 6

A channel in communication is:

Accepted Answer

A)  the only source of noise 
B)  the same as in distribution 
C)  usually an ad agency or public relations firm 
D)  someone who places advertising into media 
E)  any communication medium 
A)  the only source of noise 
B)  the same as in distribution 
C)  usually an ad agency or public relations firm 
D)  someone who places advertising into media 
E)  any communication medium

Question 7

Amtrak is taking the gloves off in advertisements and belittling its major competition,which is the airline shuttles.Amtrak's new name for its Metroliner is The Smart Shuttle.Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace.In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign,which includes television,radio,print,billboards,and posters in commuter railroad cars,targets business travelers,who,Amtrak says,incorrectly believe the train takes far longer than the airplane to travel between two cities.One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam.Another shows a business traveler lumbering into the airport during a snowstorm.The announcer says,"Schedule a meeting.Take the shuttle.Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs.The announcer continues,"Schedule a meeting.Take the Metroliner.Then cross your legs."
-Refer to Amtrak.Amtrak's campaign stresses that the Metroliner is more comfortable and more likely to be on time and run in inclement weather.The promotional campaign focuses on Amtrak's:

Accepted Answer

A)  superior skill set 
B)  special feature 
C)  tactical strategy 
D)  differential parity 
E)  competitive advantage 
A)  superior skill set 
B)  special feature 
C)  tactical strategy 
D)  differential parity 
E)  competitive advantage

Question 8

Allan went to a Web site that sells digital cameras and read reviews of several different models.He has requested more information about a Kodak camera that appeared to meet his needs,but he is not yet willing to give up his search to find the perfect camera.As far as Kodak is concerned,Allan is in the _____ step of the AIDA concept.

Accepted Answer

A)  action 
B)  attention 
C)  liking 
D)  interest 
E)  desire 
A)  action 
B)  attention 
C)  liking 
D)  interest 
E)  desire

Question 9

When Heinz introduced its ketchup globally,it first had to deal with the fact ketchup is not a household staple outside the United States.Heinz had to show foreign users how ketchup can be used.Globally,Heinz has had to rely primarily on _____ advertising to convince consumers to want the product.

Accepted Answer

A)  reminder 
B)  persuasive 
C)  informative 
D)  compulsive 
E)  influential 
A)  reminder 
B)  persuasive 
C)  informative 
D)  compulsive 
E)  influential

Question 10

Toro offered consumers up to a 100% refund if they purchased a Toro snowblower in the summer and it didn't snow much during the subsequent winter.This is an example of _____ designed to stimulate consumer buying.

Accepted Answer

A)  a sales promotion 
B)  a public relations activity 
C)  advertising 
D)  an implicit communication 
E)  personal selling 
A)  a sales promotion 
B)  a public relations activity 
C)  advertising 
D)  an implicit communication 
E)  personal selling

Question 11

A $1-off coupon for a jar of Mott's Applesauce is a form of:

Accepted Answer

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

Question 12

Describe the promotional strategies used in each stage of the product life cycle.

Accepted Answer

INTRODUCTION.During the introduction sta

Question 13

Choose two of the five tools of the promotional mix and use them as column headings in the table that follows.Then fill in the rest of the table by using the characteristics listed in the left column to describe the two tools.
 $$\begin{array} { | l | l | l | } 
\hline \text { PROMOTION TOOL: } & \quad\quad\quad\quad\quad\quad&\quad\quad\quad\quad\quad \
\hline \text { Direct ar indirect } & & \
\text { communicatian? } & & \
\hline\ \text { Impersanal ar persanal? } & & \
\hline\ \text { Amount of feedback? } & & \
\hline\ \text { Speed of feedback? } & & \
\hline\ \text { Content contral? } & & \
\hline\ \text { Spansar identined? } & & \
\hline\ \text { Speed in reaching large } & & \
\text { audience? } & & \
\hline
\end{array}$$

Accepted Answer

The answer of Choose two of the five tools of...

Question 14

Sara Blakely,founder of Spanx,had to go to department store managers and convince them that women would want to buy her footless pantyhose.Sara's activity to sell her products is best described as _____.

Accepted Answer

A)  mass communication 
B)  implicit communication 
C)  personal selling 
D)  public relations 
E)  telemarketing 
A)  mass communication 
B)  implicit communication 
C)  personal selling 
D)  public relations 
E)  telemarketing

Question 15

The goal of persuasive promotion is to:

Accepted Answer

A)  stimulate a purchase or other action 
B)  increase brand awareness 
C)  describe available services 
D)  remind the consumers of where to buy the product 
E)  maintain top-of-mind consumer awareness 
A)  stimulate a purchase or other action 
B)  increase brand awareness 
C)  describe available services 
D)  remind the consumers of where to buy the product 
E)  maintain top-of-mind consumer awareness

Question 16

Marketers typically use either a push or a pull strategy exclusively.

Accepted Answer

A) True 
 B)False

Question 17

_____ is communications by marketers that inform,persuade,and remind potential buyers of a product in order to influence an opinion or elicit a response.

Accepted Answer

A)  Distributive communication 
B)  Perceptual communication 
C)  Statistically provable advertising 
D)  Promotion 
E)  Publicity 
A)  Distributive communication 
B)  Perceptual communication 
C)  Statistically provable advertising 
D)  Promotion 
E)  Publicity

Question 18

Advertising is any form of impersonal,one-way mass communication in which the sponsor is identified.

Accepted Answer

A) True 
 B)False

Question 19

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise is known as a _____ strategy.

Accepted Answer

A)  strong-arm 
B)  kinetic 
C)  pull 
D)  foot-in-the-door 
E)  push 
A)  strong-arm 
B)  kinetic 
C)  pull 
D)  foot-in-the-door 
E)  push

Question 20

Within the communication process for a car dealer's ad,which of the following would be an example of noise?

Accepted Answer

A)  competing ads 
B)  news stories in the newspaper 
C)  the physical surroundings in which the individual reading the ad is located 
D)  the presence of other people while the ad is being read 
E)  all of these 
A)  competing ads 
B)  news stories in the newspaper 
C)  the physical surroundings in which the individual reading the ad is located 
D)  the presence of other people while the ad is being read 
E)  all of these

Advertising,personal selling,sales promotion,and public relations make up the:

Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness.

The most successful global marketing managers realize that:

When Ali saw the Apple iPhone at the AT&T store she knew she had to have one.The salesperson showed Ali all the special capabilities it had and she was able to try it there in the store.According to the AIDA concept,Ali entered the _____ stage.

Progressive Bank uses billboard,television,newspaper,and magazine advertising to inform consumers about their products.This is an example of _____ communication.

A channel in communication is:

When Heinz introduced its ketchup globally,it first had to deal with the fact ketchup is not a household staple outside the United States.Heinz had to show foreign users how ketchup can be used.Globally,Heinz has had to rely primarily on _____ advertising to convince consumers to want the product.

Toro offered consumers up to a 100% refund if they purchased a Toro snowblower in the summer and it didn't snow much during the subsequent winter.This is an example of _____ designed to stimulate consumer buying.

A $1-off coupon for a jar of Mott's Applesauce is a form of:

Describe the promotional strategies used in each stage of the product life cycle.

Sara Blakely,founder of Spanx,had to go to department store managers and convince them that women would want to buy her footless pantyhose.Sara's activity to sell her products is best described as _____.

The goal of persuasive promotion is to:

Marketers typically use either a push or a pull strategy exclusively.

_____ is communications by marketers that inform,persuade,and remind potential buyers of a product in order to influence an opinion or elicit a response.

Advertising is any form of impersonal,one-way mass communication in which the sponsor is identified.

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise is known as a _____ strategy.

Within the communication process for a car dealer's ad,which of the following would be an example of noise?

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Decisions

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Social Media and Marketing

Filters

Exam 16: Promotional Planning for Competitive Advantage

Advertising,personal selling,sales promotion,and public relations make up the:

Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness.

The most successful global marketing managers realize that:

When Ali saw the Apple iPhone at the AT&T store she knew she had to have one.The salesperson showed Ali all the special capabilities it had and she was able to try it there in the store.According to the AIDA concept,Ali entered the _____ stage.

Progressive Bank uses billboard,television,newspaper,and magazine advertising to inform consumers about their products.This is an example of _____ communication.

A channel in communication is:

When Heinz introduced its ketchup globally,it first had to deal with the fact ketchup is not a household staple outside the United States.Heinz had to show foreign users how ketchup can be used.Globally,Heinz has had to rely primarily on _____ advertising to convince consumers to want the product.

Toro offered consumers up to a 100% refund if they purchased a Toro snowblower in the summer and it didn't snow much during the subsequent winter.This is an example of _____ designed to stimulate consumer buying.

A $1-off coupon for a jar of Mott's Applesauce is a form of:

Describe the promotional strategies used in each stage of the product life cycle.

Sara Blakely,founder of Spanx,had to go to department store managers and convince them that women would want to buy her footless pantyhose.Sara's activity to sell her products is best described as _____.

The goal of persuasive promotion is to:

Marketers typically use either a push or a pull strategy exclusively.

_____ is communications by marketers that inform,persuade,and remind potential buyers of a product in order to influence an opinion or elicit a response.

Advertising is any form of impersonal,one-way mass communication in which the sponsor is identified.

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise is known as a _____ strategy.

Within the communication process for a car dealer's ad,which of the following would be an example of noise?

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Decisions

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Social Media and Marketing

Filters