Question 1

Which of the following refers to the practice of paying to have a product appear favorably in a television show or movie?

Accepted Answer

A)   interactive promotion
B)   product placement
C)   brand association
D)   market recognitionE) All of the above
F) B) and D)

Question 2

Which of the following is a B2B sales promotion activity?

Accepted Answer

A)   contests
B)   advertising
C)   vending sales
D)   conventionsE) A) and D)
F) A) and B)

Question 3

Explain the difference between viral marketing, social networking, and podcasting.

Accepted Answer

Viral marketing is the term now used to ...

Question 4

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

Accepted Answer

In a pull promotional strategy, heavy ad...

Question 5

Today's public relations departments

Accepted Answer

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.E) None of the above
F) A) and B)

Question 6

When marketing to consumers in the global population, it's important for companies to remember that promoting products

Accepted Answer

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.E) C) and D)
F) None of the above

Question 7

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.

Accepted Answer

A) True 
 B)False

Question 8

________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.

Accepted Answer

A)   Advertising
B)   A push strategy
C)   Interactive promotion
D)   Public relationsE) All of the above
F) B) and C)

Question 9

Which of the following statements about global advertising is most correct?

Accepted Answer

A)   Epic Electronics should avoid advertising in foreign markets and rely instead on other elements of its promotion mix, such as personal selling and public relations.
B)   Television is the best advertising medium for Epic Electronics to promote its 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 Epic Electronics is utilizing a low-price strategy.E) A) and B)
F) B) and D)

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is a major strength of direct mail advertising?

Accepted Answer

A)   low cost
B)   widespread acceptance by consumers
C)   subject to few restrictions or regulations
D)   ability to accurately target specific marketsE) A) and C)
F) A) and B)

Question 13

Calvin is a salesperson for an electrical contractor. This means he is included as part of the target audience for sales promotions from his own company.

Accepted Answer

A) True 
 B)False

Question 14

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

A) True 
 B)False

Question 15

Personal selling provides the most efficient element of the promotion mix for a firm attempting to create a good impression among a large group of consumers.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Free television and radio programming is made possible by advertising.

Accepted Answer

A) True 
 B)False

Question 18

In B2C sales the salesperson does not spend a great deal of their time

Accepted Answer

A)   following up.
B)   closing.
C)   qualifying.
D)   presenting.E) C) and D)
F) B) and C)

Question 19

At a recent baseball tournament, a local beer distributor gave free mugs to all adults with a paid admission. What is this an example of?

Accepted Answer

A)   market segmentation
B)   sampling
C)   publicity
D)   sales promotionE) A) and C)
F) B) and C)

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

Which of the following is a major strength of direct mail advertising?

Correct AnswerverifiedShow Answer

Explain the difference between viral marketing, social networking, and podcasting.

Correct AnswerverifiedViral marketing is the term now used to ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedIn a pull promotional strategy, heavy ad...View AnswerShow Answer

Free television and radio programming is made possible by advertising.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Which of the following statements about global advertising is most correct?

Correct AnswerverifiedShow Answer

In B2C sales the salesperson does not spend a great deal of their time

Correct AnswerverifiedShow Answer

Calvin is a salesperson for an electrical contractor. This means he is included as part of the target audience for sales promotions from his own company.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following refers to the practice of paying to have a product appear favorably in a television show or movie?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is a B2B sales promotion activity?

Correct AnswerverifiedShow Answer

Personal selling provides the most efficient element of the promotion mix for a firm attempting to create a good impression among a large group of consumers.

Correct AnswerverifiedShow Answer

When marketing to consumers in the global population, it's important for companies to remember that promoting products

Correct AnswerverifiedShow Answer

At a recent baseball tournament, a local beer distributor gave free mugs to all adults with a paid admission. What is this an example of?

Correct AnswerverifiedShow Answer

________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.

Correct AnswerverifiedShow Answer

Today's public relations departments

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Viral marketing is the term now used to ...
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In a pull promotional strategy, heavy ad...
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