Question 1

New technology allows marketers to promote products to consumers through smartphones using text alerts.

Accepted Answer

This statement is true. Marketers can use SMS (Short Message Service) or text messaging to send promotional messages and alerts to consumers' smartphones. This technology allows for a direct and personalized form of marketing communication.

Question 2

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

Accepted Answer

Personal selling is more effective in reaching large organizations as it allows for direct communication and customization of the sales pitch to the specific needs and concerns of the organization. Other promotion mix tools such as advertising and public relations may not be as effective in reaching large organizations.

Question 3

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 efficient for reaching a large, homogeneous group of consumers. Instead, mass media advertising and sales promotions are more effective in reaching such groups. Personal selling is more efficient for reaching a small group of targeted consumers or for selling high-priced or complex products.

Question 4

Even though advances in mobile media present some interesting opportunities, marketers expect that traditional promotions such as TV advertising will dominate promotional efforts over the long term.

Accepted Answer

The answer of Even though advances in mobile media present...

Question 5

Sales promotion efforts such as trade shows aimed at distributors and dealers are intended to generate their enthusiasm for a firm's products.

Accepted Answer

Yes, sales promotion efforts such as trade shows are intended to generate enthusiasm for a firm's products among distributors and dealers.

Question 6

When Pepsi introduced its SoBe product line during spring break in Panama City, Florida and South Padre Island, Texas, it gave out free samples and provided free rides on Pepsi trucks. Pepsi was practicing event marketing.

Accepted Answer

The given scenario describes the practice of event marketing, as Pepsi introduced its product line during a specific event (spring break) and utilized promotional tactics like free samples and rides to create brand awareness and consumer engagement.

Question 7

The popularity of the Internet enables companies to decrease their emphasis on traditional promotional tools such as TV advertising.

Accepted Answer

With the rise of the Internet, companies are increasingly using online advertising and other digital marketing methods to reach their target audience, which allows them to reduce their reliance on traditional tools such as TV advertising.

Question 8

A testimonial represents communication from a customer that praises a firm's products.

Accepted Answer

Testimonials are statements about the quality or effectiveness of a product, service or company made by customers who have used it. They are usually positive in nature and serve as a form of recommendation for the product or company.

Question 9

The popularity of the Internet has severely reduced the importance and effectiveness of word-of-mouth promotion.

Accepted Answer

The popularity of the Internet has not reduced the importance and effectiveness of word-of-mouth promotion. In fact, with the rise of social media, word-of-mouth promotion has become even more important and effective as people share their experiences and opinions online.

Question 10

Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers, since they ultimately decide the fate of a product.

Accepted Answer

The answer of Effective sales promotion efforts focus exclusively on...

Question 11

Anything that encourages people to talk favorably about an organization may be effective word-of-mouth promotion.

Accepted Answer

Anything that creates a positive buzz about an organization can lead to word-of-mouth promotion, making it an effective marketing strategy.

Question 12

Viral marketing describes everything from paying people to say positive things online to schemes where consumers get commissions for directing friends to specific websites.

Accepted Answer

This statement accurately describes different forms of viral marketing.

Question 13

In the evaluation of the promotion, it's best to establish a promotional strategy that can reach multiple targets rather than developing a separate promotion mix for each target group.

Accepted Answer

The answer of In the evaluation of the promotion, it's...

Question 14

Multilevel selling schemes that reward consumers for directing other consumers to specific websites represent an example of viral marketing.

Accepted Answer

Multilevel selling schemes that reward consumers for directing other consumers to specific websites rely on the power of word-of-mouth communication to spread their message, which is a key element of viral marketing.

Question 15

While testimonials effectively promote products to new customers, they are not effective in reaching existing customers.

Accepted Answer

Testimonials can also be effective in reaching existing customers by reinforcing their positive experience with the product/service and increasing brand loyalty.

Question 16

Podcasting is a means of distributing audio and video programs but these programs can only be seen and heard using mobile technology.

Accepted Answer

Podcasts can also be accessed and consumed on desktop and laptop computers through various podcast apps and websites.

Question 17

Social media offers opportunities for positive and negative word-of-mouth promotion.

Accepted Answer

Social media can be used to promote or criticize products, brands, or services, which can result in either positive or negative word-of-mouth promotion.

Question 18

There are millions of blogs online today but the number of well-maintained blogs seems be decreasing steadily.

Accepted Answer

The answer of There are millions of blogs online today...

Question 19

As a salesperson for an electrical contractor, Greg is included as part of the target audience for sales promotions from his own company.

Accepted Answer

Greg's position as a salesperson for the electrical contractor makes him a potential buyer of the company's products or services, and therefore he is a part of the target audience for sales promotions from the company.

Question 20

Any word-of-mouth promotion that puts a company's product in the public's attention is good promotion.

Accepted Answer

The answer of Any word-of-mouth promotion that puts a company's...

Quiz 16: Using Effective Promotions