Chapter 14

Which of the following promotion strategies is a non personal sales promotion aimed at a large number of consumers? a. advertising b. public relations c. telemarketing d. retail selling e. mega-marketing

a. advertising

Ads that show consumers choosing between Pepsi and Coca-Cola are examples of ________ advertising a. comparative b. institutional c. industry d. reminder e. generic

a. comparative

A visual method that retail stores use in promoting particular products is a a. display b. rebate c. coupon d. premium e. market

a. display

When producers promote their products to wholesalers, or retailers, their promotion effort is called a a. push strategy b. premium price strategy c. sales promotion d. market segmentation e. pull strategy

a. push strategy

The promotion budget varies substantially across firms and may even vary for each firm's product line over time. Its characteristics are influenced by all of the following except: a. size of human resource department b. competition d. phase of the product lifestyle e. economic conditions

a. size of human resource department

All of the following are methods of promotion except a. target marketing b. personal selling c. advertising d. sales promotion e. public relations

a. target marketing

________ a non personal sales presentation communicated through the media or non media forms to influence a large number of consumers

advertising

if a firm's target market is made up of a wide variety of customers throughout a specific region, it would likely use ________ to promote its product. a. personal selling b. advertising c. door to door sales d. one on one communication e. target marketing

b. advertising

When firms promote products, they highlight the advantages over all other products. They emphasize the products a. publicity b. features c. sales promotion d. labeling e. life cycle

b. features

The promotion strategy of sampling most often is used to a. provide customers with a premium as an incentive to purchase more of the product b. introduce new products c. give customers a discount if a larger quantity is purchased d. serve as a reminder for former customers to buy the product again e. unload surplus inventory

b. introduce new products

The use of the telephone for promoting and selling products is known as a. telepromotion b. telemarketing c. online sales promotion d. telecommunication mix e annoying phone calls

b. telemarketing

________ a nonpersonal sales presentation about a specific brand

brand advertising

A non personal sales presentation about a specific brand is a. institutional advertising b. personal selling c. brand advertising d. comparative advertising e. reminder advertising

c. brand advertising

Ads that are televised separately rather than within a show are called a. commercials b. specialty ads c. infomercials d. institutional ads e. direct mail ads

c. infomercials

All of the following are forms of advertising except a. direct mail b. outdoor ads c. personal selling d. online banner ads e. transportation ads

c. personal selling

________ is intended to demonstrate a brand's superiority over other products

comparative advertising

________ are used in newspapers, magazines, and ads to encourage the purchase of a product

coupons

The main, immediate goal of public relations is to a. remind customers of the firms existence b. compare the firm's brand to a competitors brand c. identify the firm's target market. d. enhance the image of the firm e. increase sales

d. enhance the image of the firm

Even if a firm's product is properly produced, priced, and distributed, it still needs to be a. manufactured b. inspected c. graded d. promoted e. market tested

d. promoted

The act of informing or reminding consumers about specific product or brand is referred to as a. personal selling b. production c. finance d. promotion e. research and development

d. promotion

Salespeople generally perform all of the following steps except a. identify the target market b. follow up c. contact potential customers d. make the sales presentation e. advertising

e. advertising

Which of the following is a public relations strategy in which an organization provides the media with a written announcement? a. special events b. press conference c. concert sponsorship d. direct mail e. news release

e. news release

Which of the following sales promotion strategies provides a gift or prize to customers who purchase a specific product? a. pull b. push c. sampling d. rebates e. premiums

e. premiums

Which of the following is a strategy where firms focus their promotional messages on the target market customers, who in turn request the product from wholesalers or producers? a. push b. co-branding c. product life cycle d. sponsorship e. pull

e. pull

A firm is using a push strategy will aim its promotional message directly at the target market customers T/F

false

Comparative advertising is intended to enhance the image of a firm without focusing on a particular product. T/F

false

Public relations is one of the most expensive forms of sales promotion T/F

false

Rebates are used to offer a price discount from retailers to their customers T/F

false

Sales managers perform the daily tasks of selling the product T/F

false

Television advertising is the most widely used form of personal selling for medium and large businesses T/F

false

________ commercials that are televised separately rather than within a show and promote a specific product for a firm

infomercials

A(n) ________ is a brief written announcement about a firm provided by that firm to the media

news release

________ is a personal presentation used to influence one or more consumers

personal selling

A(n) ________ is a gift or prize provided to consumers who purchase a specific product

premium

A(n) ________ is an oral announcement about a firm provided by the firm to the media

press conference

A(n) ________ is the amount of funds that have been set aside to pay for all promotion methods over a specified period

promotion budget

The ________ is the combination of methods that a firm uses to increase acceptance of its products

promotion mix

________ refers to actions taken with the goal of creating or maintaining a favorable public image

public relations

A(n) ________ strategy directs the promotion of a product at consumers, who in turn request the product from retailers.

pull

firms use a(n) ________ strategy by directing their promotion of a product at wholesalers or retailers, who in turn promote it to consumers

push

A(n) ________ is a potential refund by the manufacturer to the customer

rebate

________ is intended to remind consumers of the products existence

reminder advertising

________ uses the telephone for promoting and selling products.

telemarketing

A key to successful selling is the follow-up service to customers provided by salespeople T/F

true

One factor that will influence the size of the promotion budget for a product is the phase of the product in the product lifestyle T/F

true

The internet, magazines, direct main, and television are all forms of advertising. T/F

true

The promotion mix is the combination of promotion methods that a firm uses to increase the acceptance of its products. T/F

true