Question 1

Future promotional efforts will likely be:

Accepted Answer

A)  custom-designed to reach smaller audiences.
B)  targeted at larger audiences.
C)  less interactive and more persuasive.
D)  similar to promotional efforts today.E) All of the above
F) B) and C)

Question 2

Publicity works and is often used only if the media finds the information interesting or newsworthy.

Accepted Answer

A) True 
 B)False

Question 3

Sampling,coupons,discounts and other sales promotion efforts are promotional tools used to motivate people to buy now rather than later.

Accepted Answer

A) True 
 B)False

Question 4

One advantage of magazine advertising is that:

Accepted Answer

A)  the ad must conform to post office regulations.
B)  the exposure time is short.
C)  the ad is available at the point of purchase.
D)  the ad can target specific audiences.E) B) and D)
F) A) and C)

Question 5

Which of the following is required to build meaningful relationships with customers?

Accepted Answer

A)  Giving consumers access to limited information
B)  Tracking customer purchases
C)  "Promoting to" rather than "working with" customers
D)  Offering full-service purchases over their cell phonesE) C) and D)
F) B) and C)

Question 6

A TV program made to look like a television show but devoted exclusively to promoting goods and services is called an infomercial.

Accepted Answer

A) True 
 B)False

Question 7

Publicity is often referred to as the talking arm of public relations.

Accepted Answer

A) True 
 B)False  True

Question 8

Explain the difference between viral marketing,blogging and podcasting.

Accepted Answer

Viral marketing is the term now used to ...

Question 9

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

Accepted Answer

A) True 
 B)False

Question 10

Advertising reaches a national audience more effectively than it communicates with a local market.

Accepted Answer

A) True 
 B)False

Question 11

________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy.

Accepted Answer

A)  A market unification plan
B)  Integrated marketing communication
C)  A push promotional program
D)  A target coordination programE) A) and B)
F) None of the above B

Question 12

In the Thinking Green box in the chapter,companies such as Mars Drinks North America and First Global Express have found that:

Accepted Answer

A)  the recession of 2008-2010 has caused consumers to reduce their emphasis on companies producing green products.
B)  promoting their company's efforts at sustainability through "greening" has been a boost in helping them compete.
C)  pricing and cut backs in promotional expenditures has been the key reason they have increased market share.
D)  there is very little interest in the green movement in the United States but considerable support in Europe and Asia.E) C) and D)
F) A) and B)

Question 13

Companies can implement global marketing by developing a product and promotional strategy that:

Accepted Answer

A)  is tailored to each individual market.
B)  can be implemented worldwide.
C)  requires low-cost production through outsourcing.
D)  motivates intermediaries (i.e.wholesalers and retailers) to actively stock and sell the firm's goods and services.E) B) and C)
F) A) and D)

Question 14

The management of GamesPeople designed a comprehensive strategy that unifies advertising,personal selling,public relations and sales promotion activities creating a consistent message.This effort to promote a positive brand image represents a(n) ________ program.

Accepted Answer

A)  global marketing
B)  interactive promotion
C)  integrated marketing communication
D)  unified segmentationE) C) and D)
F) None of the above

Question 15

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Accepted Answer

A) True 
 B)False

Question 16

Evidence indicates that the best promotional strategy for firms operating globally is:

Accepted Answer

A)  a "one mix fits all" strategy.
B)  to uniquely design a strategy for each country.
C)  based on total operating costs and the nation's disposable income.
D)  designed by foreign intermediaries who control promotion.E) A) and B)
F) B) and C) B

Question 17

Firms utilizing a total systems approach to marketing design their promotional mix to meet the needs of:

Accepted Answer

A)  final customers.
B)  all members of the supply chain.
C)  salespeople and dealers.
D)  the general public.E) All of the above
F) B) and D)

Question 18

One fact that marketers must keep in mind is that publicity can be either positive or negative.

Accepted Answer

A) True 
 B)False

Question 19

The Internet has changed the emphasis of promotion from "promoting to" customers to "working with" customers.

Accepted Answer

A) True 
 B)False

Question 20

Woodson Productions gives young adults free tickets to concerts it promotes if they agree to go into an Internet chat room and share their positive experience with others.The free tickets Woodson provides represent:

Accepted Answer

A)  a push strategy.
B)  market teasers.
C)  a pull strategy.
D)  swag.E) A) and D)
F) A) and C)

Exam 16: Using Effective Promotions

Future promotional efforts will likely be:

Correct AnswerverifiedShow Answer

Publicity works and is often used only if the media finds the information interesting or newsworthy.

Correct AnswerverifiedShow Answer

Sampling,coupons,discounts and other sales promotion efforts are promotional tools used to motivate people to buy now rather than later.

Correct AnswerverifiedShow Answer

One advantage of magazine advertising is that:

Correct AnswerverifiedShow Answer

Which of the following is required to build meaningful relationships with customers?

Correct AnswerverifiedShow Answer

A TV program made to look like a television show but devoted exclusively to promoting goods and services is called an infomercial.

Correct AnswerverifiedShow Answer

Publicity is often referred to as the talking arm of public relations.

Correct AnswerverifiedTrue

Explain the difference between viral marketing,blogging and podcasting.

Correct AnswerverifiedViral marketing is the term now used to ...View AnswerShow Answer

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

Correct AnswerverifiedShow Answer

Advertising reaches a national audience more effectively than it communicates with a local market.

Correct AnswerverifiedShow Answer

________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy.

Correct AnswerverifiedB

In the Thinking Green box in the chapter,companies such as Mars Drinks North America and First Global Express have found that:

Correct AnswerverifiedShow Answer

Companies can implement global marketing by developing a product and promotional strategy that:

Correct AnswerverifiedShow Answer

The management of GamesPeople designed a comprehensive strategy that unifies advertising,personal selling,public relations and sales promotion activities creating a consistent message.This effort to promote a positive brand image represents a(n) ________ program.

Correct AnswerverifiedShow Answer

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Correct AnswerverifiedShow Answer

Evidence indicates that the best promotional strategy for firms operating globally is:

Correct AnswerverifiedB

Firms utilizing a total systems approach to marketing design their promotional mix to meet the needs of:

Correct AnswerverifiedShow Answer

One fact that marketers must keep in mind is that publicity can be either positive or negative.

Correct AnswerverifiedShow Answer

The Internet has changed the emphasis of promotion from "promoting to" customers to "working with" customers.

Correct AnswerverifiedShow Answer

Woodson Productions gives young adults free tickets to concerts it promotes if they agree to go into an Internet chat room and share their positive experience with others.The free tickets Woodson provides represent:

Correct AnswerverifiedShow Answer

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True

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Viral marketing is the term now used to ...
View Answer

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B

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B

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