Question 1

In customer-initiated communication, the customer decides how much information to get.

Accepted Answer

In customer-initiated communication, the customer takes control of the conversation and decides what information they want to obtain.

Question 2

The pushing approach recognizes the value of cooperation among firms in a distribution channel.

Accepted Answer

The pushing approach emphasizes the cooperation among firms in a distribution channel to push products to the end users.

Question 3

The traditional principles of communication are not important in customer-initiated interactive communication.

Accepted Answer

The traditional principles of communication, such as clarity, simplicity, and relevance, are still important in customer-initiated interactive communication. However, there are also additional considerations in this type of communication, such as promptness and personalization.

Question 4

In the pushing effort, an intermediary is likely to pay more attention to the producer that offers it the best profit potential.

Accepted Answer

In the pushing strategy, the intermediary acts as a middleman between the producer and the end customer. Intermediaries are motivated by profit and are likely to pay more attention to the producer that offers the best profit potential. This is because they earn their revenue from the profit margin they get by reselling the producer's products.

Question 5

In customer-initiated interactive communication, the most common message channel to use for search is the Internet-and a search engine like Google.

Accepted Answer

This statement is true. When customers want to search for information or products, they often turn to the Internet and use search engines like Google.

Question 6

Online interactive communication enables retailer websites to remember individual customers and automatically recall their past purchases.

Accepted Answer

Online interactive communication allows retailers to gather customer data and use it to personalize the shopping experience, including remembering past purchases.

Question 7

In customer-initiated interactive communication, marketers must stand up and grab attention in order to be selected by the customer.

Accepted Answer

In customer-initiated interactive communication, the customer has control over selecting which marketer they want to interact with. Therefore, marketers need to grab attention and stand out in order to be selected by the customer.

Question 8

A complete promotion blend may need to consider channel members (along the channel) as well as customers (at the end of the channel).

Accepted Answer

A complete promotion blend includes promotional strategies that target both channel members and customers, as both play a role in the distribution and sale of the product.

Question 9

In customer-initiated communication, the source decides how much information to send.

Accepted Answer

In customer-initiated communication, the customer decides how much information to send, not the source.

Question 10

The traditional view of promotion has focused on communication initiated by the buyer.

Accepted Answer

The traditional view of promotion has focused on communication initiated by the SELLER, not the buyer.

Question 11

In customer-initiated interactive communication, noise is no longer a factor.

Accepted Answer

Noise can still occur in the communication process, even if it is customer-initiated. Factors such as poor internet connections or background noise can affect the clarity of the message being communicated.

Question 12

Customer-initiated interactive communication makes it easy for a consumer to get as much information as desired.

Accepted Answer

Customer-initiated interactive communication allows consumers to actively engage with a company to obtain information, ask questions, and provide feedback, making it easy for them to get as much information as they desire.

Question 13

An online interactive approach allows a marketer to customize communication to the needs and responses of the customer.

Accepted Answer

Online interactive approach allows a marketer to have a two-way communication with the customer and personalize the experience to their needs and preferences.

Question 14

In customer-initiated communication, it is common for the customer to initiate communication with a search process.

Accepted Answer

When a customer wants to communicate with a business, they often start by searching for information about the business or its products/services. This can include visiting the business's website, reading online reviews, or asking others for recommendations.

Question 15

One reason personal selling is important in promotion to intermediaries is that marketing mixes often have to be adjusted from one geographic territory to another and from one intermediary to another.

Accepted Answer

Personal selling allows for customization and adjustment of the marketing mix to meet the specific needs and preferences of different intermediaries and geographic regions. This tailoring of the message and approach is important for building relationships and achieving sales success.

Question 16

With new types of interactive promotion, the communication process is often initiated by the buyer.

Accepted Answer

With new types of interactive promotion, such as social media and mobile apps, the buyer typically initiates the communication process by following, liking, sharing, or interacting with the brand's content. This allows for a more personalized and engaging experience for the buyer.

Question 17

A pushing effort might include sales promotion as well as personal selling.

Accepted Answer

A pushing effort involves pushing the product directly to the customer through personal selling and other promotional activities such as sales promotion.

Question 18

"Pushing" a product through a channel relies on very aggressive promotion to final consumers to try to get them to ask intermediaries for the product.

Accepted Answer

"Pushing" a product through a channel typically involves promoting the product to the next institution down the channel (e.g., wholesalers, retailers) rather than directly to the final consumers. This strategy focuses on convincing these intermediaries to stock and sell the product to end consumers.

Question 19

In the customer-initiated communication process, marketing managers should simply ignore online information they do not create.

Accepted Answer

Marketing managers should not ignore online information that they did not create as it can provide valuable insights into customer opinions and behaviors. This information can be used to adapt marketing strategies and improve the overall customer experience.

Question 20

Pushing (a product through a channel) means using normal promotion effort to help sell the whole marketing mix to intermediaries.

Accepted Answer

Push strategy involves promoting the product to the intermediaries with the aim of encouraging them to push the product to the end customers. This is done through advertising, personal selling, sales promotions, etc.

Quiz 13: Promotionintroduction to Integrated Marketing Communications