Quiz 16: Using Effective Promotions

As a component of the promotion mix, advertising includes each of the activities marketers use to inform people about products and persuade them to participate in an exchange.

A firm's promotion mix refers to the combination of different promotional tools used to persuade consumers to participate in an exchange.

Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

Integrated marketing communication combines all the promotional tools into one comprehensive, unified promotional strategy.

Integrated marketing communication combines each element of the promotional effort to create a unique message for a product sold in different markets.

Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication.

Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication.

The promotional budget will clarify how much can be spent on advertising and personal selling.

The first step in creating a promotional campaign is to define the objectives for each element of the marketing mix.

The last step in creating a promotional campaign is to evaluate the effectiveness of each element of the promotional mix.

The development of a unified promotional strategy that uses each element of the promotion mix to create a favorable brand image is the goal of a primary promotional process.

A firm's promotion mix consists of its pricing and distribution strategies.

When developing the promotional campaign for a new product, the first step for a firm is to identify their target market.

Marla has developed a new advertising message for one of her firm's new products. She has sent copies of the ad to all of the salespeople in the firm and asked them to stress the benefits mentioned in the ad when they call on their customers. Finally, the ad includes a free sample coupon to encourage people to try this new product. She is attempting to create one positive, unified brand image for the new product. Marla is practicing brand communication.

Phil's activities as a salesperson for Marquette Publishing are part of Marquette's promotion mix.

After adopting integrated marketing communication, Madison Furniture puts less emphasis on public relations, sales promotion, and personal selling, and concentrates on advertising designed to provide a uniform message to all markets.

Depending upon the promotional campaign, advertising may include paid and nonpaid forms of nonpersonal communication.

Trade advertising is advertising to consumers by manufacturers to encourage them to try their products.

Institutional advertising creates an attractive image for an organization rather than for a product.

Advocacy advertising is advertising that supports a particular view of an issue such as gun control.

When a manufacturer advertises to wholesalers and retailers in an attempt to encourage them to carry its products, it is engaging in institutional advertising.

The purpose of institutional advertising is to create an attractive image for an organization.

Advertising provides the public with free TV and radio programs.

Newspapers, radio, and directories are especially attractive to local advertisers.

Advertising helps to cover the production costs of newspapers and magazines.

The major complaint with advertising is that it provides no real benefits to the public.

Free TV and radio broadcasting is made possible by advertising.

Online advertising has become the number one medium and ranks ahead of newspapers and television, based on total advertising expenditures.

Television and direct mail are the top two advertising media when ranked by total expenditures.

Online advertising is rapidly growing and now ranks third in terms of total advertising expenditures.

Direct mail, television, and newspapers are the top three advertising media when ranked by total expenditures.

The number one advertising medium in terms of total dollar expenditures is newspapers.

Because TV advertising is so expensive, it is less popular than in the past, and it now ranks sixth in total advertising expenditures.

Direct mail is usually the best advertising medium to reach specific target markets and ranks number two in overall advertising expenditures.

Magazine advertising's main strengths are high visibility, repeat exposures, and basically very low cost.

One problem with newspaper advertisements is that they have a short life span.

Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.

A TV program made to look like a television show but devoted exclusively to promoting goods and services is called an infomercial.

With the increase of digital advertising, infomercials are rarely shown on television.

When marketers advertise on a big online search engine like Bing or Google, they can reach the people they most want to reach.

One of the benefits of advertising online is that it provides a way to link firms and customers so that they can learn more about each other.

Interactive promotion allows customers and companies to work together to create mutually beneficial exchange relationships in an ongoing dialogue.

Online advertising allows advertisers to see how many people have clicked on an advertisement and how much of it the potential customer has read or watched.

The Internet has changed the emphasis of promotion from promoting to customers to working with customers.

The Internet allows firms to listen to customers' wants, track their purchases, provide them with better service, and give them more access to information.

The purpose of interactive promotion is to create a monologue that convinces customers to act quickly.

When it comes to reaching global markets, evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.

Global advertising can save companies money in research and ad design.

The primary emphasis of advertising today is to move from a regional approach in global markets to a total globalist approach.

When advertising in global markets it is important to remember that brand names and promotional campaigns can often be translated into a local language differently from what the marketer has attempted to say.

Advertising reaches a national audience more effectively than it communicates with a local market.

Mailing ads to nearby residents helps grocery stores reach their target market with information about special sales. This represents direct mail advertising.

Magazines such as People, Sports Illustrated, and Bloomberg Businessweek pay for much of the cost of producing their publications by selling advertising space in the magazines.

Informing consumers about goods and services represents advertising's only benefit to society.

The use of infomercials represents an effective use of advertising dollars.

It is important to design promotional efforts specifically for individual countries or cultures and also with great care, at risk of the brand's not being appealing in the targeted market. For example, a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

According to the Making Ethical Decisions box, celebrities can earn thousands by tweeting their love for specific products and tag them #ad.

As mentioned in the Reaching Beyond Our Borders box, though Kraft Foods knows that there are varying tastes around the world, they only sell their original Oreos worldwide.

Green Space is an organization concerned about preserving forests and wilderness areas. They hope to raise the public's awareness regarding this issue. Green Space can communicate their concern by utilizing advocacy advertising.

Pat's Pie Pantry generates significant "word of mouth" by delighting their customers with delicious pies. Word of mouth represents a kind of advertising.

Businesses pay for product placement to have their products displayed in a TV episode of The Big Bang Theory or a feature movie.

Personal selling involves the face-to-face presentation and promotion of products.

Persuading others to buy your product represents the only goal of effective selling.

Effective selling involves helping others to satisfy their wants and needs.

Since personal selling involves face-to-face contact with customers, salespeople make little if any use of technology in performing their jobs.

Personal selling in the B2B market represents a relatively inexpensive method of promoting a firm's products.

The average cost of a single sales call to a potential B2B buyer is expensive, costing as much as $500.

Personal selling involves more than presenting the product and closing the deal. Other activities include the search for new prospects and follow-up services after the sale.

Closing the sale represents success for the salesperson and the final step in the selling process.

Validation refers to the process of determining whether a potential customer has the need for a product, the authority to buy, and the willingness to listen to a sales message.

The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.

The purpose of a trial close in the selling process is to learn as much as possible about customers and their wants and needs.

The B2B selling process may take a long time before a deal is finalized; therefore, gathering information about the customer before you approach them is critical.

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

After-sale follow-up is an important but often neglected step in B2C sales.

The B2C selling process has fewer steps than the B2B selling process.

In evaluating personal selling it is safe to conclude that it represents a form of individualized advertising.

The hallmark of an effective salesperson is the ability to make a sale as soon as the sales presentation is completed.

Questions and objections from customers following a sales presentation indicate that a salesperson was poorly prepared for his/her presentation.

To be successful, salespeople find that their job responsibilities extend far beyond just closing the sale.

Effective salespeople push hard to finalize a sale as soon as they finish their presentation. Otherwise, the customer has time to come up with objections that will make the sale more difficult to close.

Anita enjoys her job as a salesperson for a store that sells high-quality entertainment systems. As an effective salesperson, Anita is expected to help her customers resolve any doubts they might have before the sale, and follow up to ensure that the customer is satisfied after the sale.

Bob is a salesperson for a firm that markets products in a B2B market. His wife, Sally, is a salesperson for a retail store selling top-quality electronics goods. While Bob is likely to be successful using follow-up after the sale, Sally should avoid this approach.

After her sales presentation, Whitney asks her customers what color they prefer and if they would like to pay by credit card. She hopes that these questions will help the sales process move beyond the customer's questions and objections. With limited time, Whitney is utilizing a trial close to help finalize the sale more quickly.

Jose is a salesperson for a firm that sells and leases heavy construction equipment. This equipment is very expensive, and is highly specialized. Jose spends a great deal of time learning about potential customers' needs, then locates exact specifications of equipment offered by all the major producers in the industry. Armed with this information, Jose is able to identify the best equipment for each job. Jose has completed the preapproach stage of the selling process.

As customers walk into Phat Pat's clothing store, they are greeted by a salesperson who asks the question, "May I help you?" Studies indicate that this is an effective opening in the B2C sales process.

As one of the tools included in a firm's promotion mix, public relations is intended to earn public understanding and acceptance.

Effective use of public relations includes an evaluation of public attitudes and the execution of a program to earn public acceptance.

An effective public relations department regularly listens to and communicates with the public.

An effective public relations program informs the public that the firm is responsive to their needs.

To be effective and maintain its independence, the public relations department should avoid establishing close relationships with the media, community leaders, and other corporate stakeholders.

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Successful PR departments find that listening to the public is not enough. They have to tell the public that they are being responsive.

Public relations departments work closely with media, avoiding the time-consuming effort of interacting with individual customers.

Using effective public relations requires listening to the public and developing policies that reflect the public's interest.

PR firms find that their services can be enhanced and improved by listening to the public in different forums including the Internet.

Publicity is often referred to as the talking arm of public relations.

Unlike other promotional tools, such as advertising and personal selling, publicity is free.

Compared to effective comparative advertising, publicity is generally considered less believable.

One fact that marketers must keep in mind is that publicity can be either positive or negative.

Compared to advertising, publicity offers a firm greater control over when and how often the message is communicated.

Publicity works and is often used only if the media finds the information interesting or newsworthy.

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues. With this information widely available, efforts can be made to persuade the public of the firm's virtues.

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

As a manager for a firm that produces a variety of recreational equipment and sporting goods, Kevin is convinced that his firm markets the safest, highest-quality equipment in the entire industry. Recent studies from the Consumer Product Safety Commission support his position. Kevin feels that the best way to create an image of high-quality, safe products is to develop an extensive advertising campaign. Kevin realizes that publicity lacks the credibility that advertising can generate.

While the Greedy Corporation legally harvests trees in national forests, this activity is particularly unpopular with environmentalists and tourists. The best strategy to respond to this criticism is to ignore the complaints or views of the public and design an aggressive ad campaign emphasizing the jobs and economic benefits created by their logging operations.

Maryland Chemical demands complete control over any message communicated to the public regarding their products. The most efficient element of the promotion mix to achieve their desired control is publicity.

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

Sales promotion programs can be used as a means to generate employee enthusiasm.

Coupons, contests, and sampling are examples of sales promotion activities.

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

The use of coupons and sales contests represent internal public relations and sampling activities.

The most effective sales promotion programs target customers, rather than employees and marketing intermediaries.

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

Virtual trade shows are not effective at promoting tangible goods; therefore they promote services rather than tangible products.

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

Sampling represents a quick and effective way to demonstrate a product's superiority at the time when consumers are making a purchase decision.

Because customers eventually lose interest, businesses achieve the best results when they use sales promotion activities on a limited and irregular basis.

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

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

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

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.

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

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

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

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

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

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

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

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

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

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

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

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

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.

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.

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

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

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

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

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.

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

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

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

According to the Adapting to Change box, companies can always control what is said about them online.

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

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.

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 Facebook. The concert tickets Lisa receives represent "swag."

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.

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

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

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

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.

________ 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

A promotional campaign begins by: A) identifying a target market. B) defining the objectives for each element of the promotion mix. C) determining a promotional budget. D) developing a unifying message.

The traditional promotion mix for a firm consists of the: A) strategic mix of price, product, place and advertising. B) various types of advertising media the firm selects to reach each specific target market. C) marketing intermediaries employed by the firm to create a supply value chain. D) advertising, personal selling, public relations, and sales promotion used to reach a target market.

Creating a positive brand image by using all the promotional tools in a comprehensive, unified promotional strategy is called: A) brand awareness. B) brand publicity. C) interactive promotional communication. D) integrated marketing communication.

Nightbrite Company's ________ relies heavily on advertising, personal selling, and a limited use of product sampling. A) marketing mix B) promotion mix C) communication network D) transfer marketing

Massachusetts Manufacturing has redesigned its promotional strategy. The company now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message. Massachusetts Manufacturing has adopted a(n): A) internal marketing program. B) integrated marketing communication system. C) multilevel coordination plan. D) stakeholder response system.

The management of GamesPeople designed a comprehensive strategy that unifies advertising, personal selling, public relations and sales promotion activities creating a consistent message. This effort to promote a positive brand image represents a(n) ________ program. A) global marketing B) interactive promotion C) integrated marketing communication D) unified segmentation

_________ refers to any paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the message. A) Publicity B) Promotion C) Public relations D) Advertising

The total annual expenditures on advertising in the United States: A) peaked last year at approximately $70 billion. B) have declined significantly as firms utilize the promotional opportunities of the Internet. C) is about $215 billion. D) have been capped at $200 billion by the government stimulus package.

Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is called: A) retail advertising. B) trade advertising. C) business-to-business advertising. D) institutional advertising.

When an organization uses advertising to create an attractive image for itself, this type of advertising is called: A) retail advertising. B) trade advertising. C) comparison advertising. D) institutional advertising.

________ advertising encourages wholesalers and retailers to carry the products of a specific manufacturer. A) Advocacy B) B2B comparison C) Trade D) Institutional

________ advertising supports a particular view or position on an issue. A) Advocacy B) Institutional C) Comparison D) Trade

In terms of total dollars spent, the number one and two advertising media are: A) television along with direct mail. B) the Internet and television. C) television and newspapers. D) newspapers and radio.

One advantage of magazine advertising is that: A) the ad must conform to post office regulations. B) the exposure time is short. C) the ad is available at the point of purchase. D) the ad can target specific audiences.

In evaluating the best advertising medium to reach a specific target market the clear choice is: A) cable television. B) newspapers. C) network television. D) direct mail.

The effectiveness of direct mail advertising suffers from: A) its inflexibility. B) the limited length of the message. C) the consumer perception that it is junk mail. D) its inability to target specific markets.

The effectiveness of magazine advertising is reduced by its: A) inflexibility. B) inability to target specific markets. C) brief life span. D) higher total cost, relative to television advertising.

Which of the following is a major strength of direct mail advertising? A) Low cost B) Widespread acceptance by consumers C) Subject to few restrictions or regulations D) Ability to accurately target specific markets

Which of the following refers to the practice of paying to have a product appear favorably in a TV show or movie? A) Interactive promotion B) Product placement C) Brand association D) Market recognition

Infomercials provide the opportunity for: A) the product to sell itself. B) product placement to occur. C) the use of outdoor advertising. D) the promotional mix to be avoided.

TV programs devoted exclusively to promoting goods and services are called: A) testimonials. B) infomercials. C) interactive TV. D) online computer advertising.

__________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges. A) Advertising B) A push strategy C) Interactive promotion D) Public relations

Advertisers like online advertising because: A) they are able to see how many people have read or watched some part of a commercial. B) it is easy to create. C) it is inexpensive. D) few advertisers are using the Internet so their message will stand out.

Which of the following offers the greatest potential for meaningful interaction between buyers and sellers? A) Testimonials B) Infomercials C) CD-ROM advertising D) Online advertising

Companies can implement global marketing by developing a product and promotional strategy that: A) is tailored to each individual market. B) can be implemented worldwide. C) requires low-cost production through outsourcing. D) motivates intermediaries (i.e. wholesalers and retailers) to actively stock and sell the firm's goods and services.

The evidence supports the position that promotional efforts specifically designed for individual countries produce: A) less sales and profits than a global promotional strategy. B) better results than a global promotional strategy. C) higher overall costs than a global promotional strategy. D) superior results only when the product is also produced in each country.

Future promotional efforts will likely be: A) custom-designed to reach smaller audiences. B) targeted at larger audiences. C) less interactive and more persuasive. D) similar to promotional efforts today.

Which of the following is an advantage of magazine advertising? A) Short exposure time B) Ability to quickly change message C) Superior color D) Relatively short life

Which of the following media enables firms to quickly change their advertising message? A) Directories B) Magazines C) Newspapers D) Television

Which of the following represents the primary purpose of a firm using institutional advertising? A) The desire to create a positive image for the firm B) Getting full coverage of local markets C) High visibility of a specifically targeted message D) This type of advertising reduces cost

Firms with a very limited advertising budget would be very unlikely to use ________ advertising. A) Internet B) radio C) outdoor D) television

Which of the following helps explain the popularity of infomercials? A) The interactive nature of the presentation B) The ability to clearly demonstrate the product's benefits C) The use of an inexperienced salesperson who is believable D) The impact of favorable government testimonials on potential buyers

Which of the following statements is the most accurate? A) Studies indicate that effective promotion focuses on the pricing elements of the marketing mix. B) The Internet changes the focus of promotion from "working with" to "promoting to" customers. C) New promotional efforts create a more interactive approach, developing a dialogue between the firm and its customers. D) Successful promotion utilizes each element of the promotion mix independently, creating a well-diversified message.

In the past, ___________________ was an important advertising strategy used in movies. Now it is also used with video games. It can be easily altered to reflect another advertiser, depending upon which advertiser has purchased ad time. A) product placement B) direct mail C) sampling D) a commercial

One of the distinct differences between ______________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers, instead of a monologue type approach. A) product placement B) direct mail C) interactive promotion D) infomercials

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers. Which of the following represents the preferred advertising medium to achieve their goal? A) The Internet B) Radio C) Newspapers D) Trade shows

Indiana Processing promotes its services through Mechanical Engineers Today, a trade magazine that charges Indiana Processing and other companies $5,000 per page for ______________ to help offset the magazine's publishing costs. A) publicity B) advertising C) public relations D) trade shows

Which of the following statements is the most accurate? A) Advertising helps pay for production costs of newspapers and magazines. B) Word of mouth is the most effective form of advertising. C) Advertising does not really provide information to consumers; it merely persuades consumers to buy advertised products. D) Consumers don't remember good advertisements.

Jake and Janelle loved to prepare gourmet meals for friends and family. They started a business of preparing theme-type dinners for friends who were having parties. To generate even more interest in the business, Janelle created _________________ on her website. She posted pictures of events, and close-ups of the food they served. She encouraged patrons and others to post reviews, comments, and favorite recipes, and to share their own party ideas. Her promotion became a dialogue between buyers of her service and the business. A) product placement B) interactive promotion C) infomercials D) broadcast

Which of the following statements about global advertising is most correct? A) Firms should avoid advertising in foreign markets and rely instead on other elements of their promotion mix, such as personal selling and public relations. B) Television is the best advertising medium for U.S. firms trying to promote their products in foreign countries. C) Global advertising involves developing a single promotional strategy that can be implemented worldwide. D) Given the lower incomes of consumers in many foreign countries, the best way to promote American goods is utilizing a low-price strategy.

Evidence indicates that the best promotional strategy for firms operating globally is: A) a "one mix fits all" strategy. B) to uniquely design a strategy for each country. C) based on total operating costs and the nation's disposable income. D) designed by foreign intermediaries who control promotion.

Interactive promotion: A) attempts to create a dialogue between buyers and sellers. B) transforms the approach from "working with" to "promoting to" customers. C) fails to build long-term relationships with customers. D) is an increasingly important element of the personal selling mix.

Which of the following is required to build meaningful relationships with customers? A) Giving consumers access to limited information B) Tracking customer purchases C) "Promoting to" rather than "working with" customers D) Offering full-service purchases over their cell phones

When marketing to consumers in the global population, it's important for companies to remember that promoting products: A) is easy and profitable if they are well-known brands. B) can be accomplished using a global approach since consumers are more alike than most people think. C) is best done by using personal selling and product sampling. D) calls for attention to cultural differences and possible translation problems.

________ refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services. A) Word-of-mouth promotion B) Personal selling C) Public relations D) Internal marketing

The average cost of a single sales call to a potential B2B buyer in the U.S. is expensive and could cost about: A) $50. B) $100. C) $500. D) $1,500.

People with an unmet need, the authority to buy, and the willingness to listen to a sales message represent a firm's: A) prospects. B) intermediaries. C) buyers. D) cohorts.

In the seven-step B2B selling process, the selection of potential customers is known as: A) prospecting. B) synchronizing. C) articulating. D) qualifying.

After prospects have been identified and qualified, the next step in the selling process is __________. This step requires the salesperson to learn as much as possible about the potential customers' wants and needs. A) customer specification B) the preapproach C) consumer trait analysis D) customer quantification

The approach step of the selling process attempts to: A) qualify potential customers who are willing and able to buy. B) build credibility and establish rapport. C) close the sale. D) learn about potential customers and their wants and needs.

The final step of the selling process involves: A) follow-up. B) closing. C) posting. D) trial closing.

The purpose of a __________ is to move the selling process toward an actual product purchase. A) follow up B) closing C) trial close D) commission

In B2C sales the salesperson does not spend a great deal of their time: A) following up. B) closing. C) qualifying. D) presenting.

A review of the personal selling process indicates that selling is: A) a matter of establishing relationships. B) getting a name on a sales contract. C) about 90 percent luck and 10 percent skill. D) giving way to computers in responding to consumer needs.

"You never get a second chance to make a good first impression," captures the importance of the __________ step in the selling process. A) prospecting B) introduction C) qualifying D) approach

Bethany just finished making a sales presentation to a major prospect. In the next step of the selling process, Bethany will likely be: A) processing the customer's order. B) closing the sale, by asking the customer to make a commitment. C) answering customer questions and dealing with objections. D) setting an appointment for the customer to meet with her boss.

As a new salesperson for a textbook publisher, Kylie is creating a list of professors that decide what texts their schools use. She plans to e-mail these schools to determine what texts they are currently using and if they plan to adopt a new text. Identifying those decision makers that are willing to consider one of her texts is called: A) personal development. B) sales identification. C) preliminary sales analysis. D) prospecting and qualifying.

After completing his sales presentation, Jerald's client expressed her concerns and questioned some of the details of the sales proposal. An effective salesperson would: A) downplay these objections and push to close the sale as quickly as possible to avoid the endless questions that some customers ask. B) address her concerns and develop a better relationship. C) consider revising the presentation so that next time customer concerns and objections can be avoided. D) bring in the top executives of the company to close the sale.

Which of the following statements is the most accurate? A) Closing is the final and most important step in the selling process. B) Once a sales presentation is completed, the salesperson should attempt to close as quickly as possible before the customer expresses any doubts and concerns. C) Closing may involve getting the customer to agree to a trial close. D) If the sales person has done a good job of qualifying prospects and has developed a strong presentation, then closing is the easiest step in the selling process.

The activity that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is called: A) public research. B) public relations. C) public communication. D) public advocacy.

__________ refers to any information about a product or an organization that is communicated to the public through the media and is not paid for or controlled by the sponsor. A) A market presentation B) Promotion C) Public relations D) Publicity

Compared to advertising, publicity offers the advantage of greater: A) flexibility. B) personal appeal. C) believability. D) message repetition.

A major responsibility of the public relations department is to: A) decide on the appropriate mix of advertising media. B) maintain close ties with the media, community leaders, government officials and other stakeholders. C) identify appropriate markets for the firm's products, and then select the most likely customers in each market. D) train salespeople to interact better with their company's customers.

Compared to other promotional tools, publicity: A) costs more. B) offers the firm little control over the message. C) prevents a response from competitive firms. D) is the easiest to manage.

One way to see that publicity is handled well by the media is to: A) pay for it. B) establish a friendly relationship with media representatives. C) write good press releases that attract attention. D) ask for the best location or time in the medium under consideration.

Today's public relations departments: A) focus more on advertising and less on publicity. B) are downsizing as firms emphasize personal selling to promote their products. C) are more actively listening to customers and helping to solve their problems. D) avoid relationships with the media and government officials.

A good public relations program recognizes that the: A) company must not ever admit fault. B) firm must be willing to make changes in its policies and procedures. C) firm must be independent of production and service activities. D) media are not to be trusted since they profit by selling bad news.

Lenora just finished writing a news release regarding a new product developed by her firm. She intends to e-mail the message to local radio stations and newspapers in hope that they will find the information newsworthy and run a story about the product. Lenora's efforts represent the firm's: A) public relations. B) institutional advertising. C) secondary advertising. D) interactive marketing.

Consumer research indicates that the public is very concerned about underage drinking. In response, Texas Brewing Company has created a website providing parents with information to help avoid underage drinking in their families. The firm also provides materials to retailers to help train their employees to avoid sales to minors. Publicizing these efforts: A) will likely backfire, since few people will believe a beer company would seriously support a program that would reduce their sales. B) represents a key step in a good public relations program. C) illustrates a push strategy applied to public relations. D) would distract the firm from its primary mission of selling beer to adults.

Bonnie faces the challenge of developing the promotion mix for a new business. Given the uniqueness of the new products and a very limited budget, Bonnie confronts a creditability problem. She realizes that the promotional messages of an unknown firm may be met with skepticism. Bonnie should consider: A) publicity to help create a positive image for her firm and its products. B) the extensive use of persuasive advertising. C) emphasizing personal selling rather than public relations. D) changing jobs because this situation is hopeless.

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities, such as trade shows, event sponsorships, and contests, is known as: A) publicity. B) public relations. C) every day low prices. D) sales promotion.

Effective sales promotion activities target: A) employees only. B) customers only. C) employees, dealers and customers. D) dealers only.

A __________ allows B2B buyers to see products online 24 hours a day, 365 days a year without having to leave their office. A) virtual trade show B) direct marketing show C) shopping network D) cyber market

Which of the following is a consumer sales promotion activity? A) Contests B) Advertising C) Vending sales D) Direct mail

Which of the following is a B2B sales promotion activity? A) Contests B) Advertising C) Vending sales D) Conventions

To generate enthusiasm about a good or service, sales promotion: A) targets groups internally and externally. B) directs stockholders to sell their stock when prices increase. C) is ineffective in reaching the B2B market. D) has declined in importance because of time and cost limitations.

At a recent sporting event, a local beer distributor gave free beverage mugs to all adults with a paid admission. This is an example of: A) market segmentation. B) sampling. C) publicity. D) sales promotion.

Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company. To generate interest for this new product, the company sent a free package of six cookies to selected homes along with a 50-cent coupon. Arizona Cookie's activities represent: A) trade advertising. B) consumer publicity. C) sales promotion. D) public relations.

Which of the following statements is most accurate? A) Sales promotions are targeted both internally and externally. B) Sales promotion efforts are directed at nonprofit organizations. C) Dealers are inappropriate targets of sales promotion activities. D) The goal of sales promotion activities is to create consumer awareness.

Algonquin Books partnered with Barnes & Noble to offer a unique _________. If you purchase one of 12 paperback books published by Algonquin, you can choose one of 12 e-Books for $3 (a much lower price than a regular e-Book). The goal is to increase traffic in bookstores. A) sales promotion B) publicity stunt C) direct marketing opportunity D) advertisement

___________ encourages people to tell other people about goods or services they have enjoyed. A) Personal selling B) Publicity C) A trade show D) Word-of-mouth promotion

__________ 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

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

The distribution method for audio and video programs online that lets users subscribe to a number of files or feeds is called a(n): A) icast. B) podcast. C) blog. D) filecast.

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.

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.

Independent producers can create self-published syndicated shows using: A) webcasting. B) email. C) podcasting. D) electronic production.

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

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.

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.

Slapstick Films advertises their movies on TV programs that 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

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.

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.

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

Mo's Movies markets DVD and Blu-Ray movies online. The company recently adopted a new program that offers their current customers free DVDs if they encourage their friends to visit Mo's Movies' website. This promotional program represents: A) second stage advertising. B) viral marketing. C) interlinked promotion. D) virtual inducement.

Budliter has a new ad campaign for its product. In an effort to determine whether consumers like the ad and characters it created, Budliter is monitoring __________, or online diaries for mention of their campaign. A) podcasts B) viral websites C) blogs D) Neilsen reports

The Maryland Department of Travel and Tourism promotes tourism in the state by sending travel agents and bus tour companies information about the state's many attractions. The hope is that by stimulating interest in tour and travel agents, they will in turn encourage their customers to visit Maryland. This example represents a ________ promotional strategy. A) push B) pull C) sampling D) product placement

CarGo uses its website to target car parts stores and car owners and tell them of the benefits of using their long-lasting spark plugs. CarGo apparently uses the Internet: A) for its push strategy. B) for its pull strategy. C) for both its push and pull strategies. D) for its product placement strategy.

Wee Be Irish produces authentic Irish gifts and clothing. Wee Be Irish uses a good deal of television advertising and sales promotion activities to attract consumers to retail shops in search of its brand. Wee Be Irish utilizes a ________ strategy: A) systems B) placement C) push D) pull

When managing the promotion mix, marketers are utilizing technology to deliver important information directly to the customer. For example, during the spring planting season, Home Depot and Lowes added QR codes to plants. When scanned with a mobile app, customers could make better buying decisions. The bar code offered information on planting time, watering schedule, and other pertinent tips on each plant. Home Depot even ran a commercial to let its customers know how it was using technology to assist them with their spring planting decisions. Whether using new promotional methods or traditional promotional methods, Home Depot: A) utilized pull strategy because it directed its campaign to the stores where the products are sold. B) utilized push strategy because it directed its messages to consumers, permitting them to subscribe to the pick economy. C) utilized pull strategy because it directed its messages to consumers. D) utilized push strategy because it directed its messages to its stores that were already equipped with bar code technology.

Identify the advantages and disadvantages of newspapers and TV as media to carry your firm's promotional message. Which of the two receives the most advertising revenues and what are key advantages and disadvantages of both?

Explain how publicity differs from advertising. What are the advantages and disadvantages of publicity in a firm's promotion strategy?

Explain the steps in the personal selling process. How does B2B personal selling differ from B2C personal selling?

Your company has developed a new kind of nutritious snack food and you are part of a team created to develop the promotion mix for the new product. Your specific task on this team is to determine the sales promotion activities of the promotion mix. Identify and describe several possible sales promotion activities the firm could use to promote the new snack food.

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the New England Pharmaceutical Corporation. Outline the highlights of applying both (a) a pull strategy and (b) a push strategy.

Explain the difference between viral marketing, blogging and podcasting.

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Before they look at specific promotional tools, Melody and Tom agree that they want a promotion mix that is both comprehensive and unified. They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image. Melody and Tom want to implement a(n): A) internal marketing program. B) integrated marketing communication program. C) multilevel market coordination plan. D) stakeholder response communication system.

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Due to the unique nature of this product, Tom and Melody have decided to develop a half-hour TV program to demonstrate the benefits of the MuscleMaster. It is hoped that this __________ will provide a great start in the market. A) interactive TV ad B) online TV ad C) infomercial D) publicity commercial

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Tom and Melody are considering the extensive use of ads in fitness magazines and a direct mail campaign targeted at people who have bought other products made by Xer-Wise. Since these messages are geared directly to customers, it is clear that Tom and Melody want to implement a _________ strategy. A) push B) pull C) placement D) stretch

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Tom and Melody have decided to work together to write a news release that describes the benefits of MuscleMaster and cites the rave reviews of the fitness experts who have already tried the equipment. They intend to send the release to a list of columnists who write in fitness magazines or have health and fitness columns in newspapers, hoping that some of these writers will include information about the MuscleMaster in their articles. Tom and Melody hope to utilize: A) publicity. B) a push strategy. C) viral marketing. D) swag promotion.

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Xer-Wise markets and promotes its products to consumers online. Melody and Tom are considering a more aggressive approach to generate enthusiasm for the MuscleMaster over the Internet. They have discussed offering young adults free T-shirts and special discounts on Xer-Wise equipment if they will agree to hype the benefits of the MuscleMaster on Facebook. They are even considering setting up a program in which customers get commissions for directing friends to the Xer-Wise website. If they adopt these strategies, Tom and Melody would be utilizing: A) secondary marketing. B) viral marketing. C) unified marketing. D) extended reach marketing.