Question 1

Advertising the newest Twilight movie during Saturday Night Live on TV is an example of a pull strategy being used by the film's producers.

Accepted Answer

A pull strategy involves creating demand for a product by promoting it directly to consumers. Advertising during a popular TV show like Saturday Night Live is a way to reach a large audience and generate interest in the newest Twilight movie.

Question 2

Payola Promotions has offered to give Lisa free tickets to a concert it is promoting in return for Lisa's agreement to share her positive experience with others on Internet chat rooms.The concert tickets Lisa receives represent swag.

Accepted Answer

Swag refers to free promotional items given by companies to people in order to promote their products or services, which includes concert tickets in this case. Payola Promotions is offering Lisa the tickets in exchange for positive promotion on Internet chat rooms, which is an example of payola.

Question 3

Muscleup promotes its liquid protein drink directly to consumers through television ads,infomercials,and newspaper coupons.The company is making use of a push strategy to reach their customers.

Accepted Answer

A push strategy involves promoting products to retailers or wholesalers to push them onto consumers, whereas Muscleup's direct promotion to consumers is a pull strategy.

Question 4

Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

Accepted Answer

The answer of Push strategies target consumers with sales promotion...

Question 5

Motivated by the disrespectful treatment he received at a department store,Karnell shared his bad experience on an Internet chat room.He encouraged others to follow his lead and not patronize that store.Karnell's statements represent word-of-mouth promotion.

Accepted Answer

Karnell sharing his bad experience on an Internet chat room and encouraging others to not patronize the store is an example of word-of-mouth promotion.

Question 6

The combination of advertising,personal selling,public relations,and sales promotion activities traditionally used by an organization represents its:
A)marketing communications system.
B)marketing mix.
C)public relations package.
D)promotion mix.

Accepted Answer

The combination of advertising, personal selling, public relations, and sales promotion activities is known as the promotion mix. Therefore, option D is the correct answer. Option A, marketing communications system, is a broader term that includes all the communication methods used by an organization, including the promotion mix, but also other forms of communication such as social media, content marketing, and events. Option B, marketing mix, refers to the broader set of factors that an organization can control to influence consumer demand for its products or services, including product features, pricing, distribution, and promotion. Option C, public relations package, is not a commonly used term in marketing, and doesn't accurately capture the full range of promotional activities that organizations use to communicate with their audiences.

Question 7

Best Pick,a home electronics superstore,knows the value of reassuring their current customers that they made the right choice when they decided to give Best Pick their business.Testimonials would be an effective promotional activity to confirm the purchase decisions of Best Pick's customers.

Accepted Answer

Testimonials provide social proof and can help to build trust and confidence in a business. By showcasing positive reviews and feedback from current customers, Best Pick can reassure potential customers that their products and services are reliable and of high quality.

Question 8

A pull strategy utilizes consumer demand for a product to motivate retailers and wholesalers to actively market the product.

Accepted Answer

A pull strategy involves creating consumer demand for a product, which then pulls retailers and wholesalers to promote and market the product due to the high demand. This strategy is often used for products with strong brand recognition and consumer loyalty.

Question 9

A recent study reveals that regardless of the product or target market,mobile media is not a promotion mix tool that works efficiently.

Accepted Answer

This statement is not entirely true. While there may be specific cases where mobile media may not work efficiently as a promotion mix tool, there are also several scenarios where it has been proven to be an effective marketing channel. The effectiveness of mobile media as a promotional tool depends on various factors, such as the target audience, product/service, marketing strategy, and campaign objectives.

Question 10

To execute an effective promotional strategy,firms are required to choose between a push strategy and a pull strategy.

Accepted Answer

The answer of To execute an effective promotional strategy,firms are...

Question 11

The objective of a push promotional strategy is to move a product through a distribution channel by offering incentives to wholesalers and retailers to stock and sell the merchandise.

Accepted Answer

This statement correctly defines the objective of a push promotional strategy which is to push a product through the distribution channel by motivating intermediaries to promote and sell the product to end customers.

Question 12

________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy.
A)A market unification plan
B)Integrated marketing communication
C)A push promotional program
D)A target coordination program

Accepted Answer

Integrated marketing communication combines all of the different marketing communication tools such as advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing into a single and comprehensive promotional strategy.

Question 13

In evaluating the promotion mix,it's fair to say that large organizations are best reached through personal selling.

Accepted Answer

Personal selling allows for tailored communication and relationship building, which is particularly important for large organizations with complex needs and decision-making processes.

Question 14

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large,homogeneous group of consumers.

Accepted Answer

Personal selling is not the most efficient element for reaching a large, homogeneous group of consumers. Advertising and sales promotions are generally more effective for reaching a mass audience. Personal selling is more effective for reaching a smaller, targeted group of consumers.

Question 15

James Erler likes to search online for values at sites like Drugstore.com and do online comparisons of what he thinks are the best products for him at the right price.James would be a consumer active in using a pick economy.

Accepted Answer

James's behavior of searching online and comparing products to find the best value aligns with the characteristics of a consumer in a pick economy, where the consumers have the power to select the products they want based on their preferences and budget.

Question 16

While word of mouth represents an effective promotional tool,the need for face-to-face communication limits its usefulness.

Accepted Answer

The answer of While word of mouth represents an effective...

Question 17

The goal of __________ is to inform and remind people in a target market about specific products,eventually persuading them to participate in an exchange.
A)promotion
B)market research
C)market segmentation
D)marketing loyalty

Accepted Answer

Promotion is the use of advertising, sales promotion, personal selling, public relations, and direct marketing to inform and remind people about specific products with the goal of eventually persuading them to purchase or participate in an exchange. Market research is the gathering and analysis of data related to a specific market or product, market segmentation is the process of dividing a larger market into smaller groups with similar characteristics, and marketing loyalty is a term that refers to a customer's consistent satisfaction and loyalty to a particular brand or company.

Question 18

A pick economy is a research term meaning the selection of global markets that a company randomly decides to target for its goods and services.

Accepted Answer

A pick economy is not a research term in the business world.

Question 19

Nordic Track utilizes newspaper and TV ads designed to motivate potential buyers to seek out their product.This represents a push promotional strategy.

Accepted Answer

The answer of Nordic Track utilizes newspaper and TV ads...

Question 20

The Internet provides an effective medium for consumers who pick their products from online outlets or who do online comparison shopping.

Accepted Answer

The statement is true. The internet offers a convenient platform for consumers to browse and compare products from various online outlets which can help them make informed purchase decisions.

Quiz 16: Using Effective Promotions