Question 1

Which term refers to the fact that many customers who buy products offering rebates never go to the trouble of redeeming the rebates?
A)cognitive dissonance
B)breakage
C)float
D)slippage

Accepted Answer

Breakage refers to the phenomenon where a significant number of customers who purchase products offering rebates do not redeem the rebates. This can lead to increased profits for the company offering the rebate, as they do not have to pay out as much money as they had originally budgeted for. The term "breakage" is often used in the context of marketing and sales, and is considered to be a type of pricing strategy.

Question 2

Procter & Gamble's Tremor marketing group has had a great deal of success with its use of which of the following?
A)advergaming
B)sponsorship arrangements
C)buzz marketing
D)integrated marketing approaches

Accepted Answer

Procter & Gamble's Tremor marketing group has had a great deal of success with buzz marketing, which relies on word-of-mouth recommendations and social media to create excitement and interest in a product or brand among influencers and early adopters. This approach has been highly effective at creating viral marketing campaigns and generating buzz around new products.

Question 3

Which of the following reduce the risk of purchasing something new by allowing consumers to try the product before making a purchase?
A)coupons
B)rebates
C)samples
D)premiums

Accepted Answer

Samples are small portions of a product that are given out to consumers in order to try the product before making a purchase. This reduces the risk for consumers, as they can test the product without committing to a full purchase. Coupons, rebates, and premiums do not allow consumers to try the product before purchasing.

Question 4

A key goal of public relations is to generate which of the following?
A)advertising messages
B)sales promotion
C)trade promotion
D)favourable publicity

Accepted Answer

A key goal of public relations is to generate favourable publicity for the organization or brand. While advertising messages, sales promotion, and trade promotion can also be goals of marketing and communications efforts, generating positive publicity through media coverage and public perception is a specific objective of public relations.

Question 5

Which of the following stimulates immediate sales activity through specific short-term programs aimed at either consumers or distributors?
A)public relations
B)sales promotion
C)trade shows
D)publicity

Accepted Answer

Sales promotion stimulates immediate sales activity through specific short-term programs aimed at either consumers or distributors. Public relations is focused on building relationships and enhancing the image of the company, while trade shows may lead to future sales but do not necessarily stimulate immediate sales activity. Publicity is a form of PR and does not necessarily involve short-term, specific programs.

Question 6

What is the term for an organization's on-going efforts to create positive relationships with its consumers,employees,suppliers,the community,the general public,and the government?
A)publicity
B)advertising
C)public relations
D)sales promotion

Accepted Answer

Public relations is the term used for an organization's ongoing efforts to create positive relationships with its consumers, employees, suppliers, the community, the general public, and the government. Publicity, advertising, and sales promotion are all specific tactics that can be used as part of a public relations strategy, but they do not encompass the full scope of ongoing relationship-building efforts.

Question 7

Which advertising medium would be most appealing to someone who has a very limited advertising budget?
A)magazines
B)broadcast television
C)radio
D)direct mail

Accepted Answer

Radio advertising is typically less expensive than other forms of advertising such as magazines, broadcast television, or direct mail. It also has the potential to reach a large audience and can be targeted to specific demographics. This makes it an ideal choice for someone with a limited advertising budget.

Question 8

What is the purpose of missionary selling?
A)to stimulate interest in a product among new customers who are not part of the original target audience
B)to create goodwill by providing information and assistance to customers
C)to market an existing product in new countries
D)to introduce a new product that is unknown to customers

Accepted Answer

The answer of What is the purpose of missionary selling?
A)to...

Question 9

Which of the following are gifts of merchandise to consumers that advertise a brand-named product?
A)rebates
B)coupons
C)premiums
D)promotional products

Accepted Answer

The answer of Which of the following are gifts of...

Question 10

What is the last stage in the selling process?
A)transferring ownership
B)qualifying
C)closing
D)following up

Accepted Answer

The last stage in the selling process is following up. This step occurs after the sale has been closed and the product or service has been delivered. It involves checking in with the customer to ensure satisfaction and to address any issues or concerns, thereby maintaining a good relationship and potentially setting the stage for future sales.

Question 11

What are the two fastest-growing advertising mediums?
A)newspapers and radio
B)cable television and the Internet
C)outdoor advertising and magazines
D)direct mail and broadcast TV

Accepted Answer

Cable television and the Internet are widely considered as the fastest-growing advertising mediums today. While traditional media like newspapers, radio, and magazines are still important, consumers increasingly turn to digital platforms for their information and entertainment needs. As such, marketers are investing heavily in online ads and video content, as well as cable TV spots, to reach and engage audiences effectively. Direct mail and outdoor advertising, on the other hand, have seen some declines in recent years as marketers focus more on digital and targeted marketing strategies.

Question 12

What is a drawback of broadcast TV as a choice when marketers are deciding where to place advertising?
A)high cost
B)low impact
C)wasted resources
D)uneven quality

Accepted Answer

One drawback of broadcast TV as a choice for marketers when deciding where to place advertising is its high cost. Broadcasting a commercial during prime time can be very expensive, which may limit the budget for smaller companies or niche markets.

Question 13

What is the term for the nonpersonal,paid communication a company places to influence consumer purchases?
A)publicity
B)sponsorship
C)advergaming
D)advertising

Accepted Answer

The term for the nonpersonal, paid communication a company places to influence consumer purchases is advertising. Publicity refers to free media coverage, sponsorship is a form of financial support for an event or organization, and advergaming refers to advertising through video games.

Question 14

To promote a product,buzz marketing is essentially an attempt to harness the power of which of the following?
A)e-mail
B)missionary selling
C)computer viruses
D)word-of-mouth

Accepted Answer

Buzz marketing is essentially an attempt to harness the power of word-of-mouth. It involves creating a buzz or excitement around a product or brand, using strategies such as viral marketing, influencer marketing, and product seeding to spread the word and generate interest among consumers. The goal is to get people talking about the product and sharing their experiences with others, ultimately leading to increased sales and brand awareness.

Question 15

Which of the following are used to encourage consumers to purchase higher-priced items and are commonly used in the car and electronics industries?
A)rebates
B)coupons
C)premiums
D)samples

Accepted Answer

Rebates are a popular sales promotion tool used to encourage consumers to purchase higher-priced items by offering a partial refund after the purchase. This tactic is commonly used in the car and electronics industries to stimulate sales and move inventory.

Question 16

What is the term for items consumers receive free of charge in return for making a purchase?
A)coupons
B)rebates
C)samples
D)premiums

Accepted Answer

Premiums are items that consumers receive for free as a result of making a purchase. Coupons are discounts on a product or service, rebates are incentives that return a portion of the purchase price, and samples are free portions of a product given to consumers for testing.

Question 17

Research suggests that advertising embedded in Internet games can boost brand awareness by how much?
A)15%
B)25%
C)35%
D)45%

Accepted Answer

According to a study by Nielsen, advertising embedded in Internet games can boost brand awareness by as much as 35%.

Question 18

Which of the following offer immediate price reductions to consumers?
A)coupons
B)samples
C)rebates
D)premiums

Accepted Answer

Coupons offer an immediate price reduction to consumers at the time of purchase. Samples allow consumers to try a product for free, but do not offer a price reduction for purchase. Rebates and premiums require the consumer to make a purchase and then receive a discount or free item at a later time.

Question 19

To create a special cachet for their brands,BMW,Chanel No.5,Amazon,and Volkswagen have all successfully used which of the following?
A)minimovies
B)highly personalized direct mail
C)advergaming
D)humorous advertisements

Accepted Answer

BMW, Chanel No. 5, Amazon, and Volkswagen have all used minimovies to create a special cachet for their brands. These minimovies were successful in creating a unique and memorable image of the brand, which helped in establishing a strong position in the minds of the consumers.

Question 20

Which statement describes sponsorships?
A)one of the fastest growing categories of promotional spending
B)one of the newest forms of product promotion
C)a promotional channel that is slowly losing favour as more firms turn to the Internet to reach their target audience
D)one of the least effective promotional channels when it comes to reaching a specific target market

Accepted Answer

Sponsorships are one of the fastest growing categories of promotional spending, with companies investing billions of dollars each year to associate their brand with events, teams, or causes that align with their brand image and target audience.

Quiz 11: Part 2: Product and Promotion: Creating and Communicating Value

Which term refers to the fact that many customers who buy products offering rebates never go to the trouble of redeeming the rebates?

Procter & Gamble's Tremor marketing group has had a great deal of success with its use of which of the following?

Which of the following reduce the risk of purchasing something new by allowing consumers to try the product before making a purchase?

A key goal of public relations is to generate which of the following?

Which of the following stimulates immediate sales activity through specific short-term programs aimed at either consumers or distributors?

What is the term for an organization's on-going efforts to create positive relationships with its consumers,employees,suppliers,the community,the general public,and the government?

Which advertising medium would be most appealing to someone who has a very limited advertising budget?

What is the purpose of missionary selling?

Which of the following are gifts of merchandise to consumers that advertise a brand-named product?

What is the last stage in the selling process?

What are the two fastest-growing advertising mediums?

What is a drawback of broadcast TV as a choice when marketers are deciding where to place advertising?

What is the term for the nonpersonal,paid communication a company places to influence consumer purchases?

To promote a product,buzz marketing is essentially an attempt to harness the power of which of the following?

Which of the following are used to encourage consumers to purchase higher-priced items and are commonly used in the car and electronics industries?

What is the term for items consumers receive free of charge in return for making a purchase?

Research suggests that advertising embedded in Internet games can boost brand awareness by how much?

Which of the following offer immediate price reductions to consumers?

To create a special cachet for their brands,BMW,Chanel No.5,Amazon,and Volkswagen have all successfully used which of the following?

Which statement describes sponsorships?