Question 1

Mass marketers can expect consumers to distinguish between commercial message sources to maintain a clear image of a company and its brands.

Accepted Answer

The answer of Mass marketers can expect consumers to distinguish...

Question 2

A large national producer of all-natural hair care and beauty products,is most likely to use which of the promotion mix strategies to gain increased shelf space in stores and to gain increased customer sales?
A)push only
B)pull only
C)push and pull
D)pulse
E)continuity

Accepted Answer

The company is looking to increase shelf space in stores and gain customer sales, which requires both push and pull strategies. Push strategy would be used to persuade retailers to carry and promote their products, while pull strategy would be used to create demand among customers and drive them to the retail stores to make purchases. By using both push and pull strategies, the company can achieve its goals of increasing shelf space and customer sales.

Question 3

'Buy it now' is the message of ________.
A)personal selling
B)advertising
C)a non-personal communication channel
D)sales promotion
E)publicity

Accepted Answer

"Buy it now" is a common message used in sales promotion, which aims to encourage immediate purchase with the use of discounts, limited-time offers, or other incentives. This type of communication is usually short-term and aims to drive sales quickly. Personal selling involves face-to-face communication with the customer, advertising is a more long-term and broad message, a non-personal communication channel can refer to things like billboards or signage, and publicity is focused on creating buzz and attention about a product or brand. Therefore, the best choice is D - sales promotion.

Question 4

Which promotional mix strategy directs marketing efforts toward final consumers?
A)push
B)blitz
C)pull
D)buzz
E)pulse

Accepted Answer

The pull strategy is focused on directing marketing efforts towards final consumers in order to create demand and stimulate sales. This can be achieved through various tactics such as advertising, promotions, and interactive communications that encourage consumers to seek out and purchase a particular product or service. In contrast, the push strategy is geared towards getting products into the hands of consumers through channels such as retailer promotions and sales incentives. The other options (blitz, buzz, and pulse) are not commonly used terms in relation to the promotional mix strategy.

Question 5

Business-to-consumer companies are more likely to emphasise a ________ promotion strategy,while business-to-business companies are more likely to emphasise a ________ promotion strategy.
A)pull;push
B)push;pull
C)pulse;pull
D)continuity;pulse
E)pulse;continuity

Accepted Answer

Business-to-consumer (B2C) companies often focus on a pull promotion strategy to entice consumers directly, encouraging them to seek out their products or services. In contrast, business-to-business (B2B) companies typically use a push promotion strategy, aiming to push their products through the distribution channels by focusing on personal selling and trade promotions to wholesalers, distributors, or retailers.

Question 6

Which promotional mix strategy directs marketing efforts toward market channel members?
A)push
B)blitz
C)pull
D)buzz
E)pulse

Accepted Answer

The push strategy directs marketing efforts towards market channel members, such as wholesalers and retailers, to convince them to promote and distribute the product to end consumers. This strategy relies heavily on personal selling and trade promotions, such as discounts and bonuses for ordering large quantities.

Question 7

Which promotional tool is most effective in building up buyers' preferences,convictions and,most importantly,actions?
A)mass-market advertising
B)segmented advertising
C)sales promotion
D)public relations
E)personal selling

Accepted Answer

Personal selling is the most effective promotional tool in building up buyers' preferences, convictions, and actions because it allows for face-to-face interaction with the buyer, which can build trust and provide personalized information and solutions to meet their needs. Unlike mass-market advertising, which targets a broad audience, personal selling enables salespeople to tailor their approach and messaging to each customer, increasing the likelihood of a sale. While segmented advertising, sales promotion, and public relations can all be effective in promoting products or services, they may not have the same level of impact on building buyer preferences, convictions, and actions as personal selling.

Question 8

An email from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of ________.
A)sales promotion
B)personal selling
C)public relations
D)an advertising objective
E)a push strategy

Accepted Answer

The email from Amazon.com is offering a limited time benefit to customers (free shipping) in order to persuade them to make a purchase of at least $35, which is a classic example of a sales promotion strategy.

Question 9

A marketing manager for a manufacturer of children's toys is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for the firm to use?
A)direct marketing
B)sales promotions
C)public relations
D)brand contacts
E)personal selling

Accepted Answer

Public relations is the most economical promotional tool among the options provided, as it focuses on creating a positive image and fostering goodwill between the company and its audience, often through media coverage and community involvement, which can be less expensive than direct marketing, sales promotions, personal selling, or creating brand contacts.

Question 10

When shoppers enter a large department store such as David Jones or Myer,they are often greeted by sales assistants offering complementary sprays of selected fragrances.Sometimes,the fragrance is sprayed onto a card for the customer to retain and use as a scent inside her handbag.This activity is an example of ________.
A)public relations
B)product publicity
C)sales promotion
D)lobbying
E)advertising

Accepted Answer

This activity is a sales promotion tactic aimed at encouraging customers to try out and potentially purchase fragrances. The complementary spray is a form of free gift with purchase, which is a common type of sales promotion.

Question 11

Integrated marketing communications encourages brand messages to be developed by different departments within an organisation.

Accepted Answer

Integrated marketing communications (IMC) emphasizes a unified and consistent brand message across all channels and departments, ensuring that all parts of the organization communicate the same message to the audience.

Question 12

New communications technologies such as mobile phones and the internet give companies new media for interacting with targeted consumers,but these new technologies also give consumers more control of the advertising messages they receive.

Accepted Answer

New communications technologies have given consumers the ability to control the advertising messages they receive through features such as ad-blockers, opt-out options, and spam filters. Therefore, companies must create compelling and personalized messages to engage consumers and encourage them to opt-in to receive marketing messages.

Question 13

________ is the company's most expensive promotion tool.
A)Advertising
B)Personal selling
C)Mass media
D)Public relations
E)Publicity

Accepted Answer

Personal selling involves face-to-face communication and building relationships with potential customers, making it the most expensive promotion tool for a company. It includes expenses for travel, salaries, commissions, and other related costs.

Question 14

________ consists of short-term incentives to encourage the purchase or sale of a product or service.
A)A patronage reward
B)A segmented promotion
C)Advertising
D)Sales promotion
E)Publicity

Accepted Answer

Sales promotion consists of short-term incentives to encourage the purchase or sale of a product or service. Patronage reward is a long-term loyalty program, segmented promotion is a type of advertising that targets a specific audience, advertising aims to create awareness and persuade customers, and publicity is the use of media attention to enhance a company's image or reputation.

Question 15

Which promotional tool is described as immediate,customised and interactive?
A)segmented advertising
B)sales promotions
C)public relations
D)brand contacts
E)direct marketing

Accepted Answer

The promotional tool described as immediate, customized and interactive is direct marketing. It allows organizations to communicate directly with customers and prospects through a variety of channels, including email, direct mail, telemarketing, and mobile marketing. Direct marketing campaigns can be highly targeted and personalized, allowing organizations to tailor their messages to individual customers and track their responses in real-time.

Question 16

Sales promotion features a wide assortment of tools.Which is NOT one of these tools?
A)contests
B)premiums
C)catalogues
D)coupons
E)cents-off deals

Accepted Answer

Catalogues are not considered a sales promotion tool, as they are primarily used for informational purposes and not necessarily for creating a sense of urgency or incentivizing immediate purchases.

Question 17

Because of advertising's public nature,consumers tend to think of large-scale advertised products as more legitimate.

Accepted Answer

Advertising is a form of marketing communication that is typically directed towards a large audience, making it a public form of promotion. As a result, consumers tend to perceive large-scale advertised products as more legitimate, as they are more widely known and promoted. This is known as the "halo effect" of advertising, where the positive association with advertising extends to the product or brand itself.

Question 18

Developments in communications technology are speeding the movement toward segmented marketing.

Accepted Answer

With the advancements in communications technology, companies are able to gather detailed information about their consumers and target their marketing efforts to specific segments of the market. This has led to the trend of segmented marketing, where companies tailor their marketing messages to appeal to the unique needs and interests of different groups of consumers.

Question 19

Large companies still routinely invest large chunks of their advertising budgets in mass-media outlets such as television and magazines.

Accepted Answer

Despite the growth of digital marketing, large companies still invest heavily in traditional mass-media outlets like television and magazines to reach a wide audience.

Question 20

Mass markets have fragmented;thus,marketers are shifting away from mass marketing.

Accepted Answer

Mass markets have indeed fragmented due to the rise of niche markets and the diversity of consumer preferences. This has led marketers to shift away from mass marketing and towards more targeted and personalized marketing strategies.

Quiz 11: Additional Pricing Considerations

Mass marketers can expect consumers to distinguish between commercial message sources to maintain a clear image of a company and its brands.

A large national producer of all-natural hair care and beauty products,is most likely to use which of the promotion mix strategies to gain increased shelf space in stores and to gain increased customer sales?

'Buy it now' is the message of ________.

Which promotional mix strategy directs marketing efforts toward final consumers?

Business-to-consumer companies are more likely to emphasise a promotion strategy,while business-to-business companies are more likely to emphasise a promotion strategy.

Which promotional mix strategy directs marketing efforts toward market channel members?

Which promotional tool is most effective in building up buyers' preferences,convictions and,most importantly,actions?

An email from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of ________.

A marketing manager for a manufacturer of children's toys is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for the firm to use?

Integrated marketing communications encourages brand messages to be developed by different departments within an organisation.

New communications technologies such as mobile phones and the internet give companies new media for interacting with targeted consumers,but these new technologies also give consumers more control of the advertising messages they receive.

________ is the company's most expensive promotion tool.

________ consists of short-term incentives to encourage the purchase or sale of a product or service.

Which promotional tool is described as immediate,customised and interactive?

Sales promotion features a wide assortment of tools.Which is NOT one of these tools?

Because of advertising's public nature,consumers tend to think of large-scale advertised products as more legitimate.

Developments in communications technology are speeding the movement toward segmented marketing.

Large companies still routinely invest large chunks of their advertising budgets in mass-media outlets such as television and magazines.

Mass markets have fragmented;thus,marketers are shifting away from mass marketing.