Question 1

Selective demand is demand for a

Accepted Answer

A)  general type of product. 
B)  particular brand. 
C)  new product. 
D)  competitor's product. 
E)  service. 
A)  general type of product. 
B)  particular brand. 
C)  new product. 
D)  competitor's product. 
E)  service.

Question 2

The geographic distribution of a firm's customers can affect the combination of promotional methods used.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following types of promotion informs potential customers about a product and what it is?

Accepted Answer

A)  Reminder 
B)  Competitive 
C)  Comparative 
D)  Pioneer 
E)  Repetitive 
A)  Reminder 
B)  Competitive 
C)  Comparative 
D)  Pioneer 
E)  Repetitive

Question 4

If promotion is successful at stimulating demand,it will tend to increase prices.

Accepted Answer

A) True 
 B)False

Question 5

What is the overall role of promotion?

Accepted Answer

A)  To stimulate product demand 
B)  To identify prospects 
C)  To retain loyal customers 
D)  To encourage product trial 
E)  To reduce sales fluctuations 
A)  To stimulate product demand 
B)  To identify prospects 
C)  To retain loyal customers 
D)  To encourage product trial 
E)  To reduce sales fluctuations

Question 6

Viral marketing is an attempt to create a trend or acceptance of a product through word-of-mouth communications.

Accepted Answer

A) True 
 B)False

Question 7

Personal selling makes possible immediate feedback from consumers.

Accepted Answer

A) True 
 B)False

Question 8

The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage?

Accepted Answer

A)  Introduction 
B)  Decline 
C)  Maturity 
D)  Growth 
E)  Plateau 
A)  Introduction 
B)  Decline 
C)  Maturity 
D)  Growth 
E)  Plateau

Question 9

A small percentage of promotion efforts are fraudulent.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

Why is communication an important concept in marketing a new or existing product?

Accepted Answer

Communication is an important concept in

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

The cost of ____ is usually substantially lower than the cost of ____.

Accepted Answer

A)  stimulating primary demand; stimulating selective demand 
B)  identifying prospects; encouraging product trial 
C)  retaining existing customers; acquiring new customers 
D)  comparative advertising; pioneer promotion 
E)  personal selling; public relations 
A)  stimulating primary demand; stimulating selective demand 
B)  identifying prospects; encouraging product trial 
C)  retaining existing customers; acquiring new customers 
D)  comparative advertising; pioneer promotion 
E)  personal selling; public relations

Question 14

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 15

For many consumers,the pages near the back of magazines with dozens of very small black and white advertisements exceed their

Accepted Answer

A)  channel capacity. 
B)  threshold of awareness. 
C)  decoding abilities. 
D)  transmission limitations. 
E)  noise limit. 
A)  channel capacity. 
B)  threshold of awareness. 
C)  decoding abilities. 
D)  transmission limitations. 
E)  noise limit.

Question 16

Use the following to answer the questions.
When introducing a new vehicle targeted to the under-30 population,Toyota used several different methods of communication.First,it did research in several large cities to find out who the opinion leaders were in that age group.By visiting the local nightlife,one or two people in each city were selected and given a new vehicle to drive for two weeks.They were told to share information about this new vehicle with their friends.After a few weeks,then a television campaign was launched with commercials introducing the new vehicle.Toyota also placed ads in magazines that were targeted to the under-30 age group,and used drive-by billboards in the large cities near the nightclub areas.
-Refer to Scenario 16.1.Which of the following is not an integrated communications tactic used by Toyota?

Accepted Answer

A)  word-of-mouth communication 
B)  advertising 
C)  publicity 
D)  personal selling 
E)  sales promotion 
A)  word-of-mouth communication 
B)  advertising 
C)  publicity 
D)  personal selling 
E)  sales promotion

Question 17

Newspaper ads for Blue Haven Pools offering discounted prices during October are examples of which of the following uses of promotion?

Accepted Answer

A)  Retaining loyal customers 
B)  Promoting new product uses 
C)  Making salespeople more effective 
D)  Stimulating primary demand 
E)  Reducing sales fluctuations 
A)  Retaining loyal customers 
B)  Promoting new product uses 
C)  Making salespeople more effective 
D)  Stimulating primary demand 
E)  Reducing sales fluctuations

Question 18

How does sales promotion differ from promotion in general?

Accepted Answer

The answer of How does sales promotion differ from promotion...

Question 19

When Hershey Dark Chocolate Kisses were introduced,Hershey promoted directly to consumers and told them to ask for the product at their favorite stores.This is an example of a ____ policy.

Accepted Answer

A)  reseller promotional 
B)  push 
C)  customer promotional 
D)  pull 
E)  channel promotional 
A)  reseller promotional 
B)  push 
C)  customer promotional 
D)  pull 
E)  channel promotional

Question 20

Blockbuster offers its customers a Blockbuster Rewards Card that allows them to rent every sixth movie free 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.

Exam 16: Integrated Marketing Communications

Selective demand is demand for a

The geographic distribution of a firm's customers can affect the combination of promotional methods used.

Which of the following types of promotion informs potential customers about a product and what it is?

If promotion is successful at stimulating demand,it will tend to increase prices.

What is the overall role of promotion?

Viral marketing is an attempt to create a trend or acceptance of a product through word-of-mouth communications.

Personal selling makes possible immediate feedback from consumers.

The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage?

A small percentage of promotion efforts are fraudulent.

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

Why is communication an important concept in marketing a new or existing product?

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

The cost of ____ is usually substantially lower than the cost of ____.

Channel capacity is determined by the

For many consumers,the pages near the back of magazines with dozens of very small black and white advertisements exceed their

Newspaper ads for Blue Haven Pools offering discounted prices during October are examples of which of the following uses of promotion?

How does sales promotion differ from promotion in general?

When Hershey Dark Chocolate Kisses were introduced,Hershey promoted directly to consumers and told them to ask for the product at their favorite stores.This is an example of a ____ policy.

Blockbuster offers its customers a Blockbuster Rewards Card that allows them to rent every sixth movie free and provides various discounts throughout the year.The primary promotional objective of programs such as this is

Strategic Marketing Management

Developing and Implementing Marketing Strategies

The Global Marketing Environment

Information for Marketing Decisions

Selecting Target Markets

Consumer Behavior

Business Buying Behavior

International Marketing

Digital Marketing and Social Media

Product Decisions

Strategic Product Management

Services Marketing

Strategic Management of Branding and Packaging

A Supply Chain Management and Marketing Channels

B Supply Chain Management and Marketing Channels

A Retailing,wholesaling and Direct Marketing

B Retailing,wholesaling and Direct Marketing

Advertising and Publicrelations

Personal Selling and Sales Promotion

Strategic Pricing Management

Pricingdecisions

Global Issues,social Responsibility and Marketing

Filters

The cost of is usually substantially lower than the cost of .