Question 1

Does promotion cost too much relative to the benefits that it provides to customers?

Accepted Answer

The question of whether promotion costs

Question 2

Identify the major objectives of promotion.

Accepted Answer

The answer of Identify the major objectives of promotion....

Question 3

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 4

Public relations is a set of tools to be used primarily during crises.

Accepted Answer

A) True 
 B)False

Question 5

When a salesperson varies the physical distance between himself and a customer he is using

Accepted Answer

A)  kinesic communication. 
B)  personal selling. 
C)  tactile communication. 
D)  comfort relations. 
E)  proxemic communication. 
A)  kinesic communication. 
B)  personal selling. 
C)  tactile communication. 
D)  comfort relations. 
E)  proxemic communication.

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

If the push policy is used in promoting a product,the firm

Accepted Answer

A)  promotes directly to consumers. 
B)  promotes only to the next marketing institution down the marketing channel. 
C)  promotes the product to wholesalers only. 
D)  promotes the product to retailers only. 
E)  will be assured of having an effective promotional mix. 
A)  promotes directly to consumers. 
B)  promotes only to the next marketing institution down the marketing channel. 
C)  promotes the product to wholesalers only. 
D)  promotes the product to retailers only. 
E)  will be assured of having an effective promotional mix.

Question 8

Promotion to encourage trial use attempts to retain loyal customers.

Accepted Answer

A) True 
 B)False

Question 9

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 10

Use the following to answer the questions.
The manufacturers of Whizz,a new laundry detergent,are developing their promotional plan for the first year.They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines,coupons,public relations,sales promotion,and viral marketing.They are not sure when to use each of these methods however,and have asked for your advice.
-Refer to Scenario 16.2.The makers of Whizz considered a new promotional method for their product.A small box of Whizz was placed in the mailbox of college students as they came on campus in the fall.Along with the Whizz,the students received a coupon for $1.00 off their next purchase.They could receive another coupon for $3.00 off if they went online and emailed five friends at another college,telling them about Whizz.The friends could then go to a website and print a coupon for $2.00 off their next purchase.The sample boxes given to the college students are an example of ____,while the emails to the five friends are an example of ____.

Accepted Answer

A)  sales promotion; advertising 
B)  sales promotion; personal selling 
C)  publicity; sales promotion 
D)  viral marketing; sales promotion 
E)  sales promotion; viral marketing 
A)  sales promotion; advertising 
B)  sales promotion; personal selling 
C)  publicity; sales promotion 
D)  viral marketing; sales promotion 
E)  sales promotion; viral marketing

Question 11

Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products.This promotional effort is directed at

Accepted Answer

A)  creating awareness. 
B)  encouraging product trial. 
C)  identifying prospects. 
D)  stimulating demand. 
E)  retaining loyal customers. 
A)  creating awareness. 
B)  encouraging product trial. 
C)  identifying prospects. 
D)  stimulating demand. 
E)  retaining loyal customers.

Question 12

If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume,it is attempting to influence one's need for

Accepted Answer

A)  love and affection. 
B)  safety. 
C)  self-esteem. 
D)  self-actualization. 
E)  respect from others. 
A)  love and affection. 
B)  safety. 
C)  self-esteem. 
D)  self-actualization. 
E)  respect from others.

Question 13

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 14

Rapid feedback enables communicators to quickly improve the effectiveness of their communication.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following industries is most likely to employ combative promotional efforts?

Accepted Answer

A)  Fast food 
B)  Computer processors 
C)  Tax-preparation services 
D)  Television producers 
E)  Automotive paints 
A)  Fast food 
B)  Computer processors 
C)  Tax-preparation services 
D)  Television producers 
E)  Automotive paints

Question 16

One truth about promotion is that it raises prices.

Accepted Answer

A) True 
 B)False

Question 17

____ links the purchase of an organization's products to support of philanthropic organizations favored by the target market.

Accepted Answer

A)  Promotion 
B)  Cause-related marketing 
C)  Charity-related promotion 
D)  Selective demand promotion 
E)  Charitable nonprofit marketing 
A)  Promotion 
B)  Cause-related marketing 
C)  Charity-related promotion 
D)  Selective demand promotion 
E)  Charitable nonprofit marketing

Question 18

Slow feedback,high absolute-dollar outlay,and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?

Accepted Answer

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

Question 19

Head nodding,winking,hand gestures,and arm motions are all forms of ____ communication.

Accepted Answer

A)  kinesic 
B)  spacing 
C)  proxemic 
D)  touching 
E)  tactile 
A)  kinesic 
B)  spacing 
C)  proxemic 
D)  touching 
E)  tactile

Question 20

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.

Exam 16: Integrated Marketing Communications

Does promotion cost too much relative to the benefits that it provides to customers?

Identify the major objectives of promotion.

Promotion can help keep prices lower because

Public relations is a set of tools to be used primarily during crises.

When a salesperson varies the physical distance between himself and a customer he is using

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

If the push policy is used in promoting a product,the firm

Promotion to encourage trial use attempts to retain loyal customers.

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

Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products.This promotional effort is directed at

If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume,it is attempting to influence one's need for

A sharing of meaning defines

Rapid feedback enables communicators to quickly improve the effectiveness of their communication.

Which of the following industries is most likely to employ combative promotional efforts?

One truth about promotion is that it raises prices.

____ links the purchase of an organization's products to support of philanthropic organizations favored by the target market.

Slow feedback,high absolute-dollar outlay,and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?

Head nodding,winking,hand gestures,and arm motions are all forms of ____ communication.

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

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

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