Question 1

refers to such tactics as paying people to say good things about a product on the Internet or setting up multilevel selling schemes that reward people for directing their friends to a company's website.
A)Virtual inducement
B)Cyber offers
C)Viral marketing
D)Pseudo-marketing

Accepted Answer

The described tactics are examples of viral marketing, which involves using social networks and other online platforms to share information about a product or service in a way that propagates quickly through the network, ideally leading to exponential growth in awareness and sales. The other answer choices are not commonly used terms in the world of marketing.

Question 2

An online diary that looks like a Web page but is easier to create and update is called a(n):
A)e-diary.
B)web diary.
C)blog.
D)wog.

Accepted Answer

The term "blog" is commonly used to refer to an online diary that is presented in a Web page format and is easy to create and update. Option A is not commonly used terminology, option B is too generic and could refer to any type of diary created on the Web, and option D is not a recognized term.

Question 3

Independent producers can create self-published syndicated "radio shows" using:
A)webcasting.
B)email.
C)podcasting.

Accepted Answer

Podcasting allows independent producers to create and distribute their own content without the need for a traditional radio station or network. It is easy to use and cost-effective, making it the best choice for self-publishing syndicated shows. Webcasting and email are less effective because webcasting requires a radio station or network to syndicate the show, and email is not a suitable platform for distributing audio content.

Question 4

The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a:
A)pull strategy.
B)segmentation strategy.
C)push strategy.
D)product placement strategy.

Accepted Answer

A pull strategy is centered around creating a demand for a product among consumers, which will then cause them to request the product from retailers. This is typically done through advertising and sales promotion targeted directly at consumers. In contrast, a push strategy involves focusing on promoting products to retailers in order to convince them to stock those products on their shelves. Segmentation and product placement are other marketing strategies that are not directly related to the promotion of products to consumers.

Question 5

Professor Beenthere shared with his students the wonderful experience he had at a local Asian restaurant. He described the location in relation to campus and encouraged his students to give it a try. The professor's comments represent:
A)word-of-mouth promotion.
B)public relations.
C)academic sampling.
D)viral promotion.

Accepted Answer

The professor is sharing positive information about the restaurant with his students through personal communication, which is an example of word-of-mouth promotion.

Question 6

Companies that adopt a pull strategy target their promotional efforts toward:
A)consumers.
B)retailers.
C)wholesalers.
D)manufacturers.

Accepted Answer

A pull strategy involves targeting promotional efforts toward consumers in order to create demand for the product, which then pulls the product through the distribution channels to retailers, wholesalers, and ultimately the manufacturer.

Question 7

Slapstick Films advertises their movies on TV programs their target market of 21-30 year olds typically watch. Slapstick Films believes the best way of reaching its customers is through a: strategy.
A)push
B)pull
C)product placement
D)word-of-mouth

Accepted Answer

Slapstick Films is using a pull strategy, as they are targeting their advertisements towards their target market, who will then hopefully be motivated to seek out and purchase their product.

Question 8

Successful firms realize that each target group requires:
A)a separate promotion mix.
B)online computer advertising.
C)infomercial testimonials.
D)customized legislation and training.

Accepted Answer

Each target group has unique characteristics and preferences, so a separate promotion mix (a combination of advertising, sales promotion, personal selling, and public relations) is needed to effectively communicate with and appeal to each group. Online computer advertising and infomercial testimonials may be components of a promotion mix, but they are not the sole solution for every target group. Customized legislation and training are not related to promotion mix.

Question 9

Registration in Professor McNick's classes reaches maximum enrollment quickly. Students register immediately online just to insure their seat in her class. One student summed it up, "Everyone's heard she is the best teacher on campus." Professor McNick's classes benefit from:
A)viral publicity.
B)positive public relations.
C)free advertising.
D)word-of-mouth promotion.

Accepted Answer

The statement mentions that students register for Professor McNick's classes based on hearing she is the best teacher on campus, indicating word-of-mouth promotion. There is no mention of any intentional marketing efforts, so options A, B, and C can be eliminated.

Question 10

The primary purpose of a pull strategy is to:
A)offer rebates and discounts to retailers and wholesalers.
B)stimulate consumers to ask for a product, which then encourages retailers to stock it.
C)pull the distribution network together to minimize costs and maximize profits.
D)stimulate retailers to stock each product offered by a particular manufacturer.

Accepted Answer

The primary purpose of a pull strategy is to stimulate consumer demand for a product, which will then encourage retailers to stock it. This is done through advertising and promotional activities that inspire consumers to seek out the product, which in turn creates a pull effect on the distribution network. By generating demand from the end-consumer, a pull strategy can help to increase sales and profits while also reducing inventory costs and improving supply chain efficiency. Rebates and discounts may be part of a pull strategy, but they are not the primary purpose.

Question 11

The total systems approach to marketing emphasizes communication with which of the following groups?
A)Foreign agencies
B)Distributors
C)Government agencies
D)Competitors

Accepted Answer

The total systems approach to marketing emphasizes communication with distributors as they play a key role in the distribution chain and can provide valuable insights on the market and consumer preferences. Foreign agencies, government agencies, and competitors are not necessarily prioritized in this approach.

Question 12

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:
A)a push strategy.
B)market teasers.
C)a pull strategy.
D)swag.

Accepted Answer

The answer of Woodson Productions gives young adults free tickets...

Question 13

Miss Kitty's Chocolate Corral is located in an out-of-the-way small shopping center. However, the company enjoys outstanding business because satisfied customers share their delightful experiences at Miss Kitty's with their friends and relatives. Miss Kitty's apparently benefits from positive:
A)trade advertising.
B)word of mouth.
C)sales promotion.
D)public relations.

Accepted Answer

Miss Kitty's Chocolate Corral benefits from positive word of mouth advertising, as satisfied customers share their experiences with friends and relatives.

Question 14

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:
A)pull strategy.
B)segmentation strategy.
C)push strategy.
D)product placement strategy.

Accepted Answer

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a push strategy. A push strategy is when the manufacturer promotes the product to the distribution channel (wholesalers and retailers) with the aim of persuading them to stock and sell the product to the end consumer. The manufacturer uses promotional tools such as trade shows, personal selling, and incentives to persuade the distribution channel to push the product to the end consumer.

Question 15

A is an endorsement from a customer praising a firm's product.
A)testimonial
B)news release
C)swag document
D)virtual endorsement

Accepted Answer

A testimonial is a statement or endorsement made by a satisfied customer, praising the quality and effectiveness of a company's products or services. It is often used in marketing and advertising materials to increase credibility and persuade potential customers to make a purchase.

Question 16

After receiving poor service from her car insurance company, Wendy made her complaints public by placing them on the Internet. This is another form of:
A)negative advertising.
B)institutional sales promotion.
C)public relations.
D)word-of-mouth promotion.

Accepted Answer

Wendy's sharing of her negative experience with her car insurance company on the internet is an example of word-of-mouth promotion, where customers share their experiences and opinions about a product or service with others, which can have a significant impact on the company's reputation and future sales.

Question 17

The primary purpose of a push strategy is to:
A)push products on consumers and convince them that they need the products.
B)rush the production schedule for products and beat competitors to the market.
C)push the product down the distribution channel to retail stores.
D)push products away from traditional channels of distribution to save costs.

Accepted Answer

The primary purpose of a push strategy is to push the product down the distribution channel to retail stores. This is done by working with intermediaries such as wholesalers and retailers to distribute the product to the end consumer. The aim is to create demand for the product at the point of sale, rather than relying on the customer to seek out the product themselves.

Question 18

Firms utilizing a total systems approach to marketing design their promotional mix to meet the needs of:
A)final customers.
B)all members of the supply chain.
C)salespeople and dealers.
D)the general public.

Accepted Answer

A total systems approach to marketing considers the entire supply chain, from suppliers to end customers, and aims to meet the needs of all members in the chain. Therefore, the promotional mix would be designed to appeal to all members of the supply chain, not just final customers or the general public.

Question 19

The distribution method for audio and video programs via the Internet that lets users subscribe to a number of files or feeds is called a:
A) webcast.
B) podcast.
C)blog.
D)filecast.

Accepted Answer

The distribution method described is a podcast, which allows users to subscribe to a series of audio or video files or feeds. A webcast is a live broadcast over the internet, a blog is a website or section of a website that features regularly updated written content, and filecast is not a commonly used term in relation to media distribution.

Question 20

The free tickets, backstage passes and merchandise firms give to people who agree to hype products through Internet chat rooms are called:
A)virtual sweeteners.
B)swag.
C)chat cache.
D)cookies.

Accepted Answer

These items are commonly referred to as "swag" in the marketing industry.

Quiz 16: Using Effective Promotions

refers to such tactics as paying people to say good things about a product on the Internet or setting up multilevel selling schemes that reward people for directing their friends to a company's website.

An online diary that looks like a Web page but is easier to create and update is called a(n) :

Independent producers can create self-published syndicated "radio shows" using:

The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a:

Professor Beenthere shared with his students the wonderful experience he had at a local Asian restaurant. He described the location in relation to campus and encouraged his students to give it a try. The professor's comments represent:

Companies that adopt a pull strategy target their promotional efforts toward:

Slapstick Films advertises their movies on TV programs their target market of 21-30 year olds typically watch. Slapstick Films believes the best way of reaching its customers is through a: strategy.

Successful firms realize that each target group requires:

Registration in Professor McNick's classes reaches maximum enrollment quickly. Students register immediately online just to insure their seat in her class. One student summed it up, "Everyone's heard she is the best teacher on campus." Professor McNick's classes benefit from:

The primary purpose of a pull strategy is to:

The total systems approach to marketing emphasizes communication with which of the following groups?

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:

Miss Kitty's Chocolate Corral is located in an out-of-the-way small shopping center. However, the company enjoys outstanding business because satisfied customers share their delightful experiences at Miss Kitty's with their friends and relatives. Miss Kitty's apparently benefits from positive:

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:

A is an endorsement from a customer praising a firm's product.

After receiving poor service from her car insurance company, Wendy made her complaints public by placing them on the Internet. This is another form of:

The primary purpose of a push strategy is to:

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

The distribution method for audio and video programs via the Internet that lets users subscribe to a number of files or feeds is called a:

The free tickets, backstage passes and merchandise firms give to people who agree to hype products through Internet chat rooms are called: