Question 1

A firm's promotion mix refers to the combination of different promotional tools used to persuade consumers to participate in an exchange.

Accepted Answer

A) True 
 B)False

Question 2

Advocacy advertising is advertising that supports a particular view of an issue such as nuclear power.

Accepted Answer

A) True 
 B)False

Question 3

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.

Accepted Answer

A) True 
 B)False

Question 4

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.

Accepted Answer

A) True 
 B)False

Question 5

Independent producers can create self-published syndicated shows using

Accepted Answer

A)  webcasting. 
B)  email. 
C)  podcasting. 
D)  electronic production. 
A)  webcasting. 
B)  email. 
C)  podcasting. 
D)  electronic production.

Question 6

Direct mail is usually the best advertising medium to reach specific target markets and ranks number two in overall advertising expenditures.

Accepted Answer

A) True 
 B)False

Question 7

The traditional promotion mix for a firm consists of the

Accepted Answer

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. 
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.

Question 8

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?

Accepted Answer

A)  dialogue strategy 
B)  word-of-mouth strategy 
C)  push and pull strategies 
D)  product placement strategy 
A)  dialogue strategy 
B)  word-of-mouth strategy 
C)  push and pull strategies 
D)  product placement strategy

Question 9

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.

Accepted Answer

A) True 
 B)False

Question 10

After-sale follow-up is an important but often neglected step in B2C sales.

Accepted Answer

A) True 
 B)False

Question 11

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Accepted Answer

A) True 
 B)False

Question 12

Technology allows firms to listen to customers' wants, track their purchases, provide them with better service, and give them more access to information.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

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. 
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.

Question 14

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.

Accepted Answer

A) True 
 B)False

Question 15

Effective sales promotion activities target

Accepted Answer

A)  employees only. 
B)  customers only. 
C)  employees, dealers, and customers. 
D)  dealers only. 
A)  employees only. 
B)  customers only. 
C)  employees, dealers, and customers. 
D)  dealers only.

Question 16

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.

Accepted Answer

A) True 
 B)False

Question 17

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?

Accepted Answer

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 
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

Question 18

Sampling represents a quick and effective way to demonstrate a product's superiority at the time when consumers are making a purchase decision.

Accepted Answer

A) True 
 B)False

Question 19

The promotional budget will clarify how much can be spent on advertising and personal selling.

Accepted Answer

A) True 
 B)False

Question 20

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.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

A firm's promotion mix refers to the combination of different promotional tools used to persuade consumers to participate in an exchange.

Advocacy advertising is advertising that supports a particular view of an issue such as nuclear power.

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.

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.

Independent producers can create self-published syndicated shows using

Direct mail is usually the best advertising medium to reach specific target markets and ranks number two in overall advertising expenditures.

The traditional promotion mix for a firm consists of the

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?

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.

After-sale follow-up is an important but often neglected step in B2C sales.

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Technology allows firms to listen to customers' wants, track their purchases, provide them with better service, and give them more access to information.

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.

Effective sales promotion activities target

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.

Sampling represents a quick and effective way to demonstrate a product's superiority at the time when consumers are making a purchase decision.

The promotional budget will clarify how much can be spent on advertising and personal selling.

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.

Taking Risks and Making Profits Within the Dynamic Business Environment

Understanding Economics and How It Affects Business

Doing Business in Global Markets

Demanding Ethical and Socially Responsible Behavior

How to Form a Business

Entrepreneurship and Starting a Small Business

Management and Leadership

Structuring Organizations for Todays Challenges

Production and Operations Management

Motivating Employees

Human Resource Management: Finding and Keeping the Best Employees

Dealing With Employeemanagement Issues

Marketing: Helping Buyers Buy

Developing and Pricing Goods and Services

Distributing Products

Understanding Accounting and Financial Information

Financial Management

Using Securities Markets for Financing and Investing Opportunities

Money, Financial Institutions, and the Federal Reserve

Appendix: Working Within the Legal Environment

Appendix: Using Technology to Manage Information

Appendix: Managing Risk

Appendix: Managing Personal Finances

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