Question 1

A small percentage of promotion efforts are fraudulent.

Accepted Answer

A) True 
 B)False  True

Question 2

Latisha works for a promotional consultant who develops sweepstakes, games, coupons, and rebate plans for various marketers. Latisha is developing which of the following?

Accepted Answer

A) advertising techniques. 
B) sales promotion techniques. 
C) publicity examples. 
D) personal selling techniques. 
E) direct marketing techniques. 
A) advertising techniques. 
B) sales promotion techniques. 
C) publicity examples. 
D) personal selling techniques. 
E) direct marketing techniques. B

Question 3

The two main reasons for criticism of promotional activities are that promotion

Accepted Answer

A) has some flaws, and it is deceptive. 
B) is deceptive, and it causes prices to rise. 
C) pervades our daily lives, and it creates needs in us. 
D) creates needs in us, and it encourages materialism. 
E) has some flaws, and it pervades our daily lives. 
A) has some flaws, and it is deceptive. 
B) is deceptive, and it causes prices to rise. 
C) pervades our daily lives, and it creates needs in us. 
D) creates needs in us, and it encourages materialism. 
E) has some flaws, and it pervades our daily lives. E

Question 4

Promotion to encourage trial use attempts to retain loyal customers.

Accepted Answer

A) True 
 B)False

Question 5

The overall role of promotion is to ________________and to build and enhance relationships with current and potential customers.

Accepted Answer

A) stimulate product demand 
B) maximize shareholder wealth 
C) achieve a target return 
D) minimize the firm's variable costs 
E) protect market share 
A) stimulate product demand 
B) maximize shareholder wealth 
C) achieve a target return 
D) minimize the firm's variable costs 
E) protect market share

Question 6

When an individual goes out and buys a product after having seen or read an advertisement for it, feedback is occurring.

Accepted Answer

A) True 
 B)False

Question 7

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 8

Threatt Production makes low-priced, convenience products that are widely available. It is most likely to focus its promotion efforts on

Accepted Answer

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

Question 9

Often when a company introduces a new product or line extension, its promotion will focus on ____ in order to initiate the product-adoption process.

Accepted Answer

A) creating awareness 
B) stimulating demand 
C) retaining loyal customers 
D) combating competitive promotional efforts 
E) identifying prospects 
A) creating awareness 
B) stimulating demand 
C) retaining loyal customers 
D) combating competitive promotional efforts 
E) identifying prospects

Question 10

A marketer uses pioneer promotion in the introductory stage of the product life cycle, when there are many competitive brands.

Accepted Answer

A) True 
 B)False

Question 11

Promotion helps consumers because it

Accepted Answer

A) costs billions of dollars each year, which stimulates the U.S. economy. 
B) always stresses wholesome values, which benefits society. 
C) persuades consumers to make the right choices. 
D) informs consumers and places them in a position to specify the products that they seek. 
E) tends to be informative and not persuasive. 
A) costs billions of dollars each year, which stimulates the U.S. economy. 
B) always stresses wholesome values, which benefits society. 
C) persuades consumers to make the right choices. 
D) informs consumers and places them in a position to specify the products that they seek. 
E) tends to be informative and not persuasive.

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

One truth about promotion is that it raises prices.

Accepted Answer

A) True 
 B)False

Question 14

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is

Accepted Answer

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

Question 15

If a pull policy is used in promoting a product, the producer promotes the product only to the next marketing institution down the channel.

Accepted Answer

A) True 
 B)False

Question 16

A promotion mix is a blend of four possible ingredients, which are advertising, personal selling, public relations, and sales promotion.

Accepted Answer

A) True 
 B)False

Question 17

An organization's promotion mix is viewed as an unchanging part of the marketing mix.

Accepted Answer

A) True 
 B)False

Question 18

One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect our everyday lives.

Accepted Answer

A) True 
 B)False

Question 19

The role of promotion is to communicate.

Accepted Answer

A) True 
 B)False

Question 20

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using

Accepted Answer

A) promotion. 
B) integrated marketing communications. 
C) charity marketing. 
D) charitable promotion. 
E) cause-related marketing. 
A) promotion. 
B) integrated marketing communications. 
C) charity marketing. 
D) charitable promotion. 
E) cause-related marketing.

A small percentage of promotion efforts are fraudulent.

Latisha works for a promotional consultant who develops sweepstakes, games, coupons, and rebate plans for various marketers. Latisha is developing which of the following?

The two main reasons for criticism of promotional activities are that promotion

Promotion to encourage trial use attempts to retain loyal customers.

The overall role of promotion is to ________________and to build and enhance relationships with current and potential customers.

When an individual goes out and buys a product after having seen or read an advertisement for it, feedback is occurring.

Threatt Production makes low-priced, convenience products that are widely available. It is most likely to focus its promotion efforts on

Often when a company introduces a new product or line extension, its promotion will focus on ____ in order to initiate the product-adoption process.

A marketer uses pioneer promotion in the introductory stage of the product life cycle, when there are many competitive brands.

Promotion helps consumers because it

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

One truth about promotion is that it raises prices.

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is

If a pull policy is used in promoting a product, the producer promotes the product only to the next marketing institution down the channel.

A promotion mix is a blend of four possible ingredients, which are advertising, personal selling, public relations, and sales promotion.

An organization's promotion mix is viewed as an unchanging part of the marketing mix.

One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect our everyday lives.

The role of promotion is to communicate.

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using

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

A small percentage of promotion efforts are fraudulent.

Latisha works for a promotional consultant who develops sweepstakes, games, coupons, and rebate plans for various marketers. Latisha is developing which of the following?

The two main reasons for criticism of promotional activities are that promotion

Promotion to encourage trial use attempts to retain loyal customers.

The overall role of promotion is to ________________and to build and enhance relationships with current and potential customers.

When an individual goes out and buys a product after having seen or read an advertisement for it, feedback is occurring.

Threatt Production makes low-priced, convenience products that are widely available. It is most likely to focus its promotion efforts on

Often when a company introduces a new product or line extension, its promotion will focus on ____ in order to initiate the product-adoption process.

A marketer uses pioneer promotion in the introductory stage of the product life cycle, when there are many competitive brands.

Promotion helps consumers because it

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

One truth about promotion is that it raises prices.

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is

If a pull policy is used in promoting a product, the producer promotes the product only to the next marketing institution down the channel.

A promotion mix is a blend of four possible ingredients, which are advertising, personal selling, public relations, and sales promotion.

An organization's promotion mix is viewed as an unchanging part of the marketing mix.

One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect our everyday lives.

The role of promotion is to communicate.

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using

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