Question 1

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to

Accepted Answer

A) combat competitive promotional efforts. 
B) stimulate demand. 
C) reduce sales fluctuations. 
D) encourage product trial. 
E) retain loyal customers. 
A) combat competitive promotional efforts. 
B) stimulate demand. 
C) reduce sales fluctuations. 
D) encourage product trial. 
E) retain loyal customers.

Question 2

The Kia Soul automobile is currently positioned as a vehicle for young adults.Kia's message to the target market is that it is exciting,youthful,and trendy.However,Max and his friends who are 20-somethings,just like the music and the hamster spokescharacters.They don't care about the car itself.The message that Kia originally encoded and the meaning Max and his friends ultimately decoded

Accepted Answer

A) probably contain circular feedback. 
B) may be different because of noise. 
C) are usually exactly the same. 
D) rarely are similar because of feedback. 
E) are collectively termed the communications channel. 
A) probably contain circular feedback. 
B) may be different because of noise. 
C) are usually exactly the same. 
D) rarely are similar because of feedback. 
E) are collectively termed the communications channel.

Question 3

Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug.This example illustrates Albott's use of which one of the following elements of the promotion mix?

Accepted Answer

A) Packaging 
B) Personal selling 
C) Sales promotion 
D) Public relations 
E) Telemarketing 
A) Packaging 
B) Personal selling 
C) Sales promotion 
D) Public relations 
E) Telemarketing

Question 4

Factors such as climate,seasons,and holidays tend to lead to the promotional objective of

Accepted Answer

A) combating competitive promotional offers. 
B) facilitating reseller support. 
C) encouraging product trial. 
D) retaining loyal customers. 
E) reducing sales fluctuations. 
A) combating competitive promotional offers. 
B) facilitating reseller support. 
C) encouraging product trial. 
D) retaining loyal customers. 
E) reducing sales fluctuations.

Question 5

____ 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 6

A sharing of meaning defines

Accepted Answer

A) promotion. 
B) information. 
C) noise. 
D) interference. 
E) communication. 
A) promotion. 
B) information. 
C) noise. 
D) interference. 
E) communication.

Question 7

Promotion can help keep prices lower because

Accepted Answer

A) demand for the product does not increase. 
B) promotion of prices intensifies price competition. 
C) promotion of prices leads to nonprice competition. 
D) promotion tends to reduce consumers' price sensitivity. 
E) promotion tends to stabilize a product's price elasticity of demand. 
A) demand for the product does not increase. 
B) promotion of prices intensifies price competition. 
C) promotion of prices leads to nonprice competition. 
D) promotion tends to reduce consumers' price sensitivity. 
E) promotion tends to stabilize a product's price elasticity of demand.

Question 8

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

Accepted Answer

The answer of In what ways can promotion be used...

Question 9

While promotion does not create needs,it does capitalize on them.

Accepted Answer

A) True 
 B)False

Question 10

When Sears promotes the benefits and strengths of its Kenmore brand appliances,it is attempting to build

Accepted Answer

A) primary demand. 
B) pioneer promotion. 
C) prospects. 
D) brand awareness. 
E) selective demand. 
A) primary demand. 
B) pioneer promotion. 
C) prospects. 
D) brand awareness. 
E) selective demand.

Question 11

The basic promotional objective underlying a magazine advertisement with a direct-response information form that requests the reader to complete and mail the form to receive additional information is to

Accepted Answer

A) retain loyal customers. 
B) facilitate reseller support. 
C) reduce sales fluctuations. 
D) stimulate primary demand. 
E) identify prospects. 
A) retain loyal customers. 
B) facilitate reseller support. 
C) reduce sales fluctuations. 
D) stimulate primary demand. 
E) identify prospects.

Question 12

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?

Accepted Answer

A) The size,geographic distribution,and demographic characteristics 
B) The cultural diversity and population size 
C) The age,sex,religion,and race characteristics 
D) Existing product adoption categories 
E) Existing levels of price consciousness 
A) The size,geographic distribution,and demographic characteristics 
B) The cultural diversity and population size 
C) The age,sex,religion,and race characteristics 
D) Existing product adoption categories 
E) Existing levels of price consciousness

Question 13

Advertising is a paid form of nonpersonal communication.

Accepted Answer

A) True 
 B)False

Question 14

The promotional method most commonly used for highly personal items is personal selling.

Accepted Answer

A) True 
 B)False

Question 15

Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.

Accepted Answer

A) True 
 B)False

Question 16

Generally,promotion mixes for companies with extremely limited promotional budgets tend to concentrate on

Accepted Answer

A) advertising. 
B) publicity. 
C) sales promotions. 
D) personal selling. 
E) distributor incentives. 
A) advertising. 
B) publicity. 
C) sales promotions. 
D) personal selling. 
E) distributor incentives.

Question 17

Encoding is the process by which a receiver takes the coded message received from the source and converts it into ideas and concepts.

Accepted Answer

A) True 
 B)False

Question 18

The Dyson Company,manufacturer of high-priced vacuum cleaners,has developed a promotional program with both push and pull policies.Dyson only sells its products through retailers who carry high-end household electronics items.For the push policy,Dyson will most likely use ____________;for the pull policy,Dyson will use ___________.

Accepted Answer

A) Personal selling done by the retailer;rebates to the customer. 
B) A bonus to the retailer for every Dyson vacuum sold;personal selling done by the retailer's employees. 
C) Advertising and personal selling;rebates to the customer. 
D) Sales promotion;personal selling done by the retailer's employees. 
E) Direct marketing;discounts to the retailer. 
A) Personal selling done by the retailer;rebates to the customer. 
B) A bonus to the retailer for every Dyson vacuum sold;personal selling done by the retailer's employees. 
C) Advertising and personal selling;rebates to the customer. 
D) Sales promotion;personal selling done by the retailer's employees. 
E) Direct marketing;discounts to the retailer.

Question 19

Channel capacity is determined by the

Accepted Answer

A) most efficient component of the communication process. 
B) least efficient component of the communication process. 
C) source. 
D) receiver. 
E) meanings of the message. 
A) most efficient component of the communication process. 
B) least efficient component of the communication process. 
C) source. 
D) receiver. 
E) meanings of the message.

Question 20

Kinesic communication is an element in which type of promotional method?

Accepted Answer

A) Advertising 
B) Public relations 
C) Personal selling 
D) Packaging 
E) Sales promotion 
A) Advertising 
B) Public relations 
C) Personal selling 
D) Packaging 
E) Sales promotion

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to

Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug.This example illustrates Albott's use of which one of the following elements of the promotion mix?

Factors such as climate,seasons,and holidays tend to lead to the promotional objective of

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

A sharing of meaning defines

Promotion can help keep prices lower because

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

While promotion does not create needs,it does capitalize on them.

When Sears promotes the benefits and strengths of its Kenmore brand appliances,it is attempting to build

The basic promotional objective underlying a magazine advertisement with a direct-response information form that requests the reader to complete and mail the form to receive additional information is to

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?

Advertising is a paid form of nonpersonal communication.

The promotional method most commonly used for highly personal items is personal selling.

Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.

Generally,promotion mixes for companies with extremely limited promotional budgets tend to concentrate on

Encoding is the process by which a receiver takes the coded message received from the source and converts it into ideas and concepts.

Channel capacity is determined by the

Kinesic communication is an element in which type of promotional method?

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

Developing and Managing Products

Services Marketing

Branding and Packaging

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 17: Integrated Marketing Communications

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to

Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug.This example illustrates Albott's use of which one of the following elements of the promotion mix?

Factors such as climate,seasons,and holidays tend to lead to the promotional objective of

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

A sharing of meaning defines

Promotion can help keep prices lower because

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

While promotion does not create needs,it does capitalize on them.

When Sears promotes the benefits and strengths of its Kenmore brand appliances,it is attempting to build

The basic promotional objective underlying a magazine advertisement with a direct-response information form that requests the reader to complete and mail the form to receive additional information is to

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?

Advertising is a paid form of nonpersonal communication.

The promotional method most commonly used for highly personal items is personal selling.

Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.

Generally,promotion mixes for companies with extremely limited promotional budgets tend to concentrate on

Encoding is the process by which a receiver takes the coded message received from the source and converts it into ideas and concepts.

Channel capacity is determined by the

Kinesic communication is an element in which type of promotional method?

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

Developing and Managing Products

Services Marketing

Branding and Packaging

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