MKTG 351 Chapter 16 Practice Questions Test 4

Selective demand is demand for a: A) General type of product. B) Particular brand. C) New product. D) Competitor's product. E) Service.

B) Particular brand.

Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of: A) Advertising. B) Personal selling. C) Sales promotion. D) Buzz marketing. E) Push marketing.

D) Buzz marketing.

T F If a pull policy is used in promoting a product, the producer promotes the product only to the next marketing institution down the channel.

False

T F When a push policy is used in promotion of a particular product, the producer promotes the product only to the next channel member.

True

If a promotion does not do its job of stimulating demand, then the: A) Price of the promoted product is likely to increase. B) Price of the promoted product will remain reasonably stable. C) Price of the promoted product will decrease. D) Cost of promotion will decline. E) Cost will remain about the same.

A) Price of the promoted product is likely to increase.

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate: A) Primary demand. B) Secondary demand. C) Competition. D) Comparison of orange juices. E) Demand elasticity.

A) Primary demand.

Which of the following target market characteristics are MOST important to consider before determining the promotion mix ingredients? A) The size, geographic distribution, and demographic characteristics. B) The cultural diversity and population size. C) The age, sex, religion, and race characteristics. D) Existing product adoption categories. E) Existing levels of price consciousness.

A) The size, geographic distribution, and demographic characteristics.

What is the overall role of promotion? A) To stimulate product demand. B) To identify prospects. C) To retain loyal customers. D) To encourage product trial. E) To reduce sales fluctuations.

A) To stimulate product demand.

If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one's need for: A) Love and affection. B) Safety. C) Self-esteem. D) Self-actualization. E) Respect from others.

A) love and affection

Channel capacity is determined by the: A) Most efficient component of the communication process. B) Least efficient component of the communication process. C) Source. D) Receiver. E) Meanings of the message.

B) Least efficient component of the communication process.

Marketers of highly seasonal products tend to have more irregular use of: A) Advertising. B) Sales promotion. C) Public relations. D) Personal selling. E) Marketing.

B) Sales promotion.

The makers of Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Whizz. The winner of the contest will receive a $50 gift card for the college bookstore. The method of promotion is an example of ________, and is used to stimulate ________ demand. A) Viral advertising; primary B) Sales promotion; selective C) Sales promotion; primary D) Product placement; selective E) Product placement; primary

B) Sales promotion; selective

The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of: A) Shared Symbols B) Targeted Customers C) Communication Channel D) Decoded Meanings E) Noise Minimizers

C) Communication Channel

Which is the BEST example of noise that originates with the receiver in the communication process? A) Sarah drives through a tunnel, and her radio signals become very weak. B) Maria has been studying English for two years and does not understand the symbolism being used in a commercial. C) Kevin simply tunes out pop-up ads on the internet so that they don't even enter his awareness. D) Because of poor printing, Claire cannot read an advertisement in her local newspaper. E) A mother fails to hear a new commercial for diapers because her baby is crying.

C) Kevin simply tunes out pop-up ads on the internet so that they don't even enter his awareness.

Which of the following is the BEST example of the promotional objective of combating competitive promotional efforts? A) Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish soaps. B) Joe Boxer and Kmart collaborate to promote Joe Boxer's new line of clothing and housewares. C) The Port Council advertises pork as the "other white meat" and a healthier alternative to beef. D)After Ford promotes the towing capacity of its F-Series trucks, Daimler Chrysler soon emphasizes the towing capacity of its Dodge trucks. E) Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings.

D) After Ford promotes the towing capacity of its F-Series trucks, Daimler Chrysler soon emphasizes the towing capacity on its dodge trucks.

Claire Nevsky is in charge of advertising for her company and has produced a 30 second television spot to promote one of the company's new products. One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time. The assistant is specifically concerned about limits in the receiver's: A) Noise B) Coding process C) Encoding D) Channel capacity E) Feedback

D) Channel capacity

In order for customers to receive greater customization and service, they must be willing to: A) Pay high prices for standard goods. B) Give up all their rights to privacy. C) Use the internet for communication with companies. D) Give information about themselves and their tastes. E) Spend significant amounts of time to purchase products.

D) Give information about themselves and their tastes.

Promotion helps consumers because it: A) Costs billions of dollars each year, which stimulates the U.S. economy. B) Always stress wholesome values, which benefits society. C) Persuades consumers to make the right choices. D) Informs consumers and places them in a position to specify the products that they seek. E) Tends to be informative and not persuasive.

D) Informs consumers and places them in position to specify the products that they seek.

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool? A) People are more likely to believe a human being than a print ad. B) TV and radio ads are not feasible for smaller companies. C) It can achieve more sales through business customers that through individual consumers. D) It is easier to measure a salesperson's effects on sales than advertising's effect on sales. E) The firm is charging a higher price to cover the expensive salaries of its salespeople.

D) It is easier to measure a salesperson's effects on sales than advertising's effects on sales.

Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month they were available? This tactic would be an example of _________ marketing, while the TV commercials described above would be an example of __________ marketing. A) Pull; Push B) Personal selling; Push C) Pull; Sales promotion D) Push; Pull E) Personal selling; sales promotion

D) Push; Pull

Each communication channel has a limit on the volume of information it can handle effectively. This limit is called: A) Transmission Load B) Feedback C) Encoding D) Noise E) Channel capacity

E) Channel capacity

A sharing of meaning defines: A) Promotion B) Information C) Noise D) Interference E) Communication

E) Communication

The basic promotional objective underlying a magazine advertisement with a direct response information form that requests the reader to complete and mail the form to receive additional information is to: A) Retain loyal customers. B) Facilitate reseller support. C) Reduce sales fluctuations. D) Stimulate primary demand. E) Identify prospects.

E) Identify prospects.

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of: A) Encouraging product trial. B) Retaining loyal customers. C) Stimulating demand. D) Creating awareness. E) Identifying prospects.

E) Identifying prospects.

A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to: A) Stimulate primary demand. B) Offset competitor's promotional efforts. C) Facilitate reseller support. D) Retain loyal customers. E) Reduce sales fluctuations.

E) Reduce sales fluctuations.

The makers of Whizz considered a new promotional method for their product. A small box of Whizz was placed in the mailbox of college students as they came on campus in the fall. Along with the Whizz, the students received a coupon for $1.00 of their next purchase. They could receive another coupon for $3.00 off if they went online and emailed five friends at another college, telling them about Whizz. The friends could then go to a website and print off a coupon for $2.00 off their next purchase. The sample boxes given to the college students are an example of ________, while the emails to the five friends are an example of __________. A) Sales promotion; advertising B) Sales promotion; personal selling C) Publicity; sales promotion D) Viral marketing; sales promotion E) Sales promotion; viral marketing.

E) Sales promotion; viral marketing