Marketing Chapter 17

Michael is planning a promotional program for AirFam. AirFam is a supplier of new energy-saving engines used to produce air conditioners. His company needs to promote these engines to manufacturers of air conditioners, so he is most likely to use ___, because it provides immediate feedback. The disadvantage is that it is _____ than advertising to reach one customer. a. Personal selling; more costly b. Personal selling; less effective c. Sales promotion; more costly d. Direct marketing; less effective e. Sales promotion; less effective

a. Personal selling; more costly

Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March, are examples of which of the following uses of promotion? a. Reducing sales fluctuations b. Making salespeople more effective c. Retaining loyal customers d. Stimulating primary demand e. Promoting new product uses

a. Reducing sales fluctuations

Effective management of integrated marketing communications is based upon a. information about customers. b. consumer attitudes towards promotion. c. the firm's organizational structure. d. budgetary allowances. e. the communication process model.

a. information about customers.

Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby's for a roast beef feast, but is told that the special offer is not available at that location. Arby's seems to lack a. integrated marketing communications. b. channel capacity. c. communication. d. coordinated awareness. e. promotional efforts.

a. integrated marketing communications.

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of a. publicity. b. direct marketing. c. social media. d. personal selling. e. sales promotion.

a. publicity.

The cost of ____ is usually substantially lower than the cost of ____. a. retaining existing customers; acquiring new customers b. identifying prospects; encouraging product trial c. personal selling; public relations d. comparative advertising; pioneer promotion e. stimulating primary demand; stimulating selective demand

a. retaining existing customers; acquiring new customers

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication a. source. b. noise. c. receiver. d. decoder. e. transmitter.

a. source

Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer. This is known as a. viral marketing. b. personal advertising. c. a word-of-mouth pyramid. d. buzz marketing. e. guerilla marketing.

a. viral marketing.

Kyle is preparing the promotional plan for Jansport backpacks in early May. This promotion will be executed in the month of August and will be a paid form of nonpersonal communication. It will be communicated to a target audience through a mass medium. Kyle is using the ___ form of promotion. a. personal selling. b. advertising. c. sales promotion. d. public relations. e. social media.

b. advertising.

All of the following are examples of publicity-based public relations tools except a. news releases. b. annual reports. c. news stories. d. feature articles. e. press conferences.

b. annual reports.

When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to a. combat competitive promotional efforts. b. facilitate reseller support. c. encourage product trial. d. retain loyal customers. e. reduce sales fluctuations.

b. facilitate reseller support.

The two main reasons for criticism of promotional activities are that promotion a. is deceptive, and it causes prices to rise. b. has some flaws, and it pervades our daily lives. c. has some flaws, and it is deceptive. d. creates needs in us, and it encourages materialism. e. pervades our daily lives, and it creates needs in us.

b. has some flaws, and it pervades our daily lives.

Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at a. encouraging product trial. b. identifying prospects. c. stimulating demand. d. retaining loyal customers. e. creating awareness.

b. identifying prospects.

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates a. advertising. b. personal selling. c. public relations. d. retailing. e. sales promotion.

b. personal selling.

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate a. comparison of orange juices. b. primary demand. c. competition. d. demand elasticity. e. secondary demand.

b. primary demand.

The Dyson Company, manufacturer of high-priced vacuum cleaners, has developed a promotional program with both push and pull policies. Dyson only sells its products through retailers who carry high-end household electronics items. For the push policy, Dyson will most likely use ____________; for the pull policy, Dyson will use ___________. a. Advertising and personal selling; rebates to the customer. b. Direct marketing; discounts to the retailer. c. A bonus to the retailer for every Dyson vacuum sold; personal selling done by the retailer's employees. d. Personal selling done by the retailer; rebates to the customer. e. Sales promotion; personal selling done by the retailer's employees.

c. A bonus to the retailer for every Dyson vacuum sold; personal selling done by the retailer's employees.

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using a. integrated marketing communications. b. charitable promotion. c. cause-related marketing. d. charity marketing. e. promotion.

c. cause-related marketing.

Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the ____ consideration in effective communication. a. feedback b. noise c. channel capacity d. encoding e. transmission load

c. channel capacity

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle, while competitive advertising is likely to be used during the ____ stage. a. maturity; growth b. introduction; maturity c. introduction; growth d. growth; maturity e. decline; maturity

c. introduction; growth

When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing a. guerilla marketing. b. personal selling. c. sales promotion. d. public relations. e. advertising.

c. sales promotion.

When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have been? a. Comparative promotion b. Selective demand c. Primary demand promotion d. Pioneer promotion e. Retention promotion

d. Pioneer promotion

Ralph Lauren is planning a promotion where it will showcase all of its clothing lines to buyers at retail stores. It also plans to develop a direct marketing campaign that will use social media to introduce its new seasonal styles. Ralph Lauren is using ___ with the retail showcase and ___ with the social media campaign. a. personal selling; a pull policy. b. publicity; a push policy. c. guerilla marketing; a push policy. d. a push policy; a pull policy. e. a pull policy; a push policy.

d. a push policy; a pull policy.

As Emily prepares the script for a radio commercial for her boutique, she is engaging in the ____ stage of the communication process. a. sending b. receiving c. sourcing d. encoding e. decoding

d. encoding

If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion a. forces people to spend too much. b. forces prices to go up. c. creates needs. d. encourages materialism. e. can be harmful.

d. encourages materialism.

As they walk to the car, Erin tells her sales representative, Joachin, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ____ communication to Joachin. a. signal b. verbal c. proxemic d. kinesic e. tactile

d. kinesic

Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sierra is the ____ and Wendy's is the ____ of this communication. a. audience; promoter b. decoder; coder c. feedback; noise d. receiver; source e. communicatee; communicator

d. receiver; source

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build a. primary demand. b. brand awareness. c. pioneer promotion. d. selective demand. e. prospects.

d. selective demand.

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 lines of clothing and housewares. c. The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef. d. Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings. e. After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks.

e. After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks.

Which of the following industries is most likely to employ combative promotional efforts? a. Universities b. Computer laptops c. Automotive d. Tax-preparation services e. Fast food

e. Fast food

What is the overall role of promotion? a. To encourage product trial b. To identify prospects c. To reduce sales fluctuations d. To retain loyal customers e. To stimulate product demand

e. To stimulate product demand

H&M, a clothing company, communicates to its target customers by advertising in magazines, offering clothing information on its website, creating a periodic online newsletter, Facebook, and Twitter. These vehicles through which the coded message is transmitted from the source, H&M, to the receiver, the prospective customer, is called a(n) a. decoder. b. encoder. c. relay channel. d. field of reference. e. communication channel.

e. communication channel.

In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ____ for this communication. a. encoding b. noise reduction c. decoding d. perceptual attention e. feedback

e. feedback

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines a. proxemic communication. b. communication. c. tactile communication. d. kinesic communication. e. integrated marketing communications.

e. integrated marketing communications.

Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on a. publicity. b. sales promotions. c. advertising. d. distributor incentives. e. personal selling.

e. personal selling.

When Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a ____ policy. a. reseller promotional b. customer promotional c. channel promotional d. push e. pull

e. pull