Marketing Exam 4 Chapter 15

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

False

You are meeting with the head of a consumer advocacy group that claims your firm's promotion activities are causing food prices to rise. Naturally, you disagree with this claim, and you are meeting with this individual to make your case. Which of the following statements would be a strong defense against this advocacy group's claim? Our promotion activities create jobs so that people can pay the higher prices. Prices are rising because our competitors are not socially conscious. Promotion is not related to economic factors like prices. We actively promote our products because we have to make a profit. Promotion can help keep prices lower by facilitating price competition.

Promotion can help keep prices lower by facilitating price competition.

Which of the following is a major goal of integrated marketing communications? To better coordinate the product's distribution channels. To send a consistent message to consumers. To increase customer lifetime value. To maximize the customer satisfaction. To reach as many potential customers as possible.

To send a consistent message to consumers.

Tombstone Pizza is planning on starting a new online advertising campaign to reach consumers where they will develop banner ads and increase their social media presence. They also plan on increasing their spending on personal selling with its wholesalers. Tombstone is using _____ with the online campaign and _____ with the increase in personal selling. guerilla marketing; public relations sales promotions; public relations publicity; a pull policy a push policy; a pull policy a pull policy; a push policy

a pull policy; a push policy

Generally, companies whose customers are numerous and geographically dispersed will find promotion mixes featuring _____ to be more practical. word-of-mouth promotion advertising public relations personal selling viral marketing

advertising

Paula is working on a promotional program for her company's line of designer dog collars. Her company needs to promote the dog collars to pet owners, so she is likely to use _____ because it reaches a vast number of people at a low cost per person. sales promotion advertising direct marketing personal selling public relations

advertising

The Internet, mobile apps, and billboards are all considered communication channels. decoding sources. communication noise. communication resources. communication links.

communication channels.

If Lay's introduces a new line extension of its famous potato chips, it is likely going to engage in promotions that focus on _____ in order to have customers start the product adoption process. a) retaining loyal customers b) identifying prospects c) combating competitive d) promotional efforts e) creating awareness f) stimulating demand

creating awareness

A commercial for a piece of exercise equipment says that customers can become fit like the models in the commercial if they use the equipment but does not disclose that the models were already in this shape before using the equipment. This could be considered _____ advertising. false unfair push pull deceptive

deceptive

As Lynn is working on writing the text that will be incorporated into a new magazine ad for her company's line of handbags, she is engaging in the _____ stage of the communication process. noise encoding receiving decoding sourcing

encoding

In the ____, concepts and ideas are converted into signs or symbols by the source. a) selling process b) encoding process c) marketing process d) advertising process e) message creation process

encoding process

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

encourages materialism

Viral marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event. True False

false

While the specific communication vehicles employed in promotion have not changed, the fundamental role of promotion is changing. True False

false

During a television commercial, the announcer reads a toll-free telephone number that viewers can call to order the product. The announcer has included the phone number to facilitate _____ for this communication. a) attention b) decoding c) noise reduction d) feedback e) encoding

feedback

Promotions can lead to increased prices when they encourage materialism. if they lead to increased production. if they do not stimulate demand. only for potentially harmful products. only for products that meet self-actualization needs.

if they do not stimulate demand.

Effective management of integrated marketing communications is based upon ___________. the firm's organizational structure consumer attitudes toward promotion budgetary allowances the communication process model information about customers

information about customers

While watching a television commercial, Chloe receives a text message from her friend and responds immediately. This is an example of _____ in the communication process. faulty communication decoding inaccuracy communication channels noise

noise

Tiffany is planning a promotion plan for Owens Corning, which manufactures fiberglass insulation. Her company is trying to promote the insulation to home builders to use in the building of new residential homes. She is most likely to recommend _____ because it allows marketers to adjust their message to improve communication. One downside is that it costs _____ than advertising to reach one customer. sales promotion; more sales promotion; less direct marketing; more personal selling; more personal selling; less

personal selling; more

While in a sales meeting, Andre notices that the customer he is speaking to takes a step backward during the conversation. Feeling that the customer is disinterested in his sales pitch, Andre changes his approach to make the conversation more interesting to the customer. Andre is paying attention to ____ communication from the customer. promotional proxemic tactile verbal kinesic

proxemic

When Lean Cuisine promotes the quality, taste, and calorie contents of its line of frozen meals, it is attempting to develop brand awareness. primary demand. pioneer promotion. prospects. selective demand.

selective demand.

In the McDonald's advertisements that state, "I'm lovin' it," McDonald's is the communication receiver. noise. decoder. transmitter. source.

source.

All of the following are reasons a company would likely emphasize personal selling in its promotion mix except the company's products are marketed through only a few wholesalers. the company's promotion budget is extremely limited. the company's customers are concentrated in a small area. the company's products are seasonal in nature. the size of the product's target market is limited.

the company's products are seasonal in nature.

One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect our everyday lives. True False

true

If a manufacturer decides to use a pull policy to promote its products, it is likely to focus its efforts on institutional users. retailers. other manufacturers. ultimate consumers. wholesalers.

ultimate consumers.

Which of the following is a strategy to get consumers to share a marketer's message in a way that spreads dramatically and quickly? viral marketing guerilla communication conversational promotion word-of-mouth communication buzz marketing

viral marketing

Kmart's "Ship My Pants" online commercial was shared by thousands of people through social media and watched millions of times on YouTube. This is an example of advertising. sales promotion. personal selling. public relations. viral marketing.

viral marketing.

Encoding is the process by which a receiver takes the coded message received from the source and converts it into ideas and concepts. True False

False

Product placement is illegal in all countries outside of the United States. True False

False

Which of the following is the best example of noise that originates with the receiver in the communication process? Michelle's satellite television signal becomes weak due to a thunderstorm. Bernard does not drive on the highway and does not see a new billboard. Kim is watching an online advertisement when her building's smoke alarm starts ringing. Dennis receives a postcard printed in Spanish, but does not speak or read Spanish. Tony checks his e-mail when the television commercial break begins.

Tony checks his e-mail when the television commercial break begins.

A promotion mix is a blend of four possible ingredients, which are advertising, personal selling, public relations, and sales promotion. True False

True

Which of the following is the best example of the promotional objective of combating competitive promotional efforts? Avis advertises that "We try harder" since it is the second-largest car rental company. Jif peanut butter uses the slogan that "Choosy moms choose Jif." Lilly Pulitzer collaborates with Target to offer a special line of Lilly Pulitzer products sold exclusively through Target stores. BMW offers no-cost maintenance for its cars for the first four years or 50,000 miles on all of its cars if customers have their cars serviced by BMW rather than another location When McDonald's advertises that it has the best fries based on the number of fries sold, Burger King advertises it has the best fries based on taste tests.

When McDonald's advertises that it has the best fries based on the number of fries sold, Burger King advertises it has the best fries based on taste tests.

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) publicity; a push policy. b) a pull policy; a push policy. c) guerilla marketing; a push policy. d) a push policy; a pull policy. e) personal selling; a pull policy.

a push policy; a pull policy.

Leo is working on finalizing the promotion plan for his company's line of air fresheners. They plan on using a non-personal communication method that will use a mass medium for transmission to the target audience. Leo's company is using _____ as its promotion method. advertising sales promotion personal selling public relations social media

advertising

One of the problems associated with _____ is that it is often difficult to measure its effect on sales. a) packaging b) advertising c) sales promotion d) personal selling e) price

advertising

Promotions help consumers because they help identify self-actualization needs that go unfilled without promotions. allow customers to make more intelligent buying decisions. only focus on products that have no harmful effects for consumers. increase the focus on brand names. create new needs for consumers.

allow customers to make more intelligent buying decisions.

Kellogg's uses a promotional program that incorporates both pull and push policies. Kellogg's will most likely use _____ for the push policy and _____ for the pull policy. personal selling by the retailers; advertisements for the consumer an allowance to retailers for promoting the cereals; advertisements to the customer advertisements to the consumer; coupons and rebates for the consumer coupons and rebates for the consumers; an allowance for retailers personal selling and advertising to the customer; rebates to the customer

an allowance to retailers for promoting the cereals; advertisements to the customer

In its commercials, the mattress company Sealy focuses on the comfort and quality of its brand of mattress. This advertisement is best described as being designed to a) facilitate reseller support. b) encourage product trial. c) build selective demand. d) stimulate primary demand. e) retain loyal customers.

build selective demand.

Target gives a portion of its profits to local organizations. This is an example of a) charity marketing. b) integrated marketing c) communication. d) promotion. e) charitable promotion. f) cause-related marketing.

cause-related marketing.

Aaron is in charge of advertising for his company and he has designed a magazine ad to promote one of his company's new products. When he shares the ad with his manager, the manager tells him that the ad has too much visual information. The manager is concerned with the _____ of the receiver. decoding encoding channel capacity noise feedback

channel capacity

Mary is currently working on updating her company's website, incorporating signs and symbols that will help represent the ideas that the company is trying to express. Mary is most likely working on the _____ for the website. communications channel communication strategy conversion process coding process decoding process

coding process

ClearView Windows sends out postcards containing an advertisement and a coupon to potential residential customers. This is part of the _____ component of the communication process. noise reduction encoding process channel capacity communication channel decoding process

communication channel

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 ____________. noise minimizers shared symbols decoded meanings communication channel targeted customers

communication channel

In order to increase sales of its fishing poles, Corinthian Fishing Supplies launched a social media campaign. After the campaign ended, Corinthian learned through marketing research that most of its target market is not active on social media and instead visit fishing websites. The promotion program suffered from an error in the selection of feedback mechanism. channel capacity. communication channel. target market. noise.

communication channel.

A minor league baseball team communicates to its target market by advertising on local television and radio stations, in local newspapers, on its own website, through postings on social media, and on banner ads. These vehicles through which the baseball team transmits its coded messages to potential customers are called a) encoders. b) relay channels. c) fields of reference. d) decoders. e) communication channels.

communication channels.

Jack is watching television when an infomercial for a vacuum cleaner begins. As he watches the infomercial, he sees the power of the vacuum being demonstrated. In this case, Jack is the _____ and the company selling the vacuum cleaner is the _____. a) listener; speaker b) decoder; advertiser c) audience; producer d) receiver; source e) communicator; communicator

decoder; advertiser

You work for a company that has just launched a new line of juice drinks. Customers are aware of the product, but have not decided to purchase your company's brand of juice. You decide to give out free samples in grocery stores in an attempt to retain loyal customers. identify prospects. encourage product trial. facilitate reseller support. stimulate primary demand.

encourage product trial.

Various food products for sale at Costco are offered as small portions for consumers to taste while shopping in the store. These efforts have a primary promotional objective of reducing sales fluctuations. identifying prospects. encouraging product trial. creating awareness. stimulating demand.

encouraging product trial.

When Birds Eye introduced its Steamfresh line of microwaveable frozen vegetables, it likely gave incentives to grocery stores to purchase the product. This effort was primarily designed to facilitate reseller support. encourage product trial. reduce sales fluctuations. retain loyal customers. identify prospects.

facilitate reseller support.

When Kroger mails out a circular that advertises its upcoming sales, the cost of the circular is partially paid for by manufacturers that are included in the advertisements. The manufacturers are helping pay for the advertising expenses as a way to a) retain loyal customers. b) encourage product trial. c) reduce sales fluctuations. d) identify prospects. e) facilitate reseller support.

facilitate reseller support.

Which of the following is not one of the disadvantages of using advertising as a promotion method? limited time available to communicate message slow feedback difficulty in measuring effects on sales high cost per person reached high absolute dollar outlay

high cost per person reached

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 ____________. retaining loyal customers creating awareness stimulating demand identifying prospects encouraging product trial

identifying prospects

A car dealership airs a television ad in which it tells customers to visit their website to sign up for special offers. This ad has the primary objective of retaining loyal customers. encouraging product trial. identifying prospects. reducing sales fluctuations. stimulating demand.

identifying prospects.

A contractor who specializes in upgrading kitchens has a table set up at the county fair where he offers people a free estimate in exchange for their contact information. This promotional effort is directed at a) reducing sales fluctuations. b) stimulating demand. c) creating awareness. d) identifying prospects. e) encouraging product trial.

identifying prospects.

In an effort to practice _____, Gammons International is hiring an external marketing company to handle its marketing efforts. These efforts will include advertising, public relations, and sales promotions. synergistic communication efficiency in marketing integrated marketing communications coordinated promotions all-in-one marketing

integrated marketing communications

​ 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 ___________. coordinated awareness communication channel capacity integrated marketing communications promotional efforts

integrated marketing communications

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines authentic marketing. coordinated marketing communications. cohesive marketing communications. consistent message marketing. integrated marketing communications.

integrated marketing communications.

The use of advertising to create awareness for a product is most likely to occur in which stage of the product life cycle? decline introduction plateau maturity growth

introduction

An advertisement is more likely to be unintentionally deceptive if it includes product placement. is directed at children. is part of a viral marketing campaign. does not stimulate demand. stimulates demand.

is directed at children.

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. signal tactile verbal kinesic proxemics

kinesic

Sam is meeting with a purchasing agent about an order for his company's forklifts. As he is describing the features of the newest version, the purchasing agent nods her head to signal that she understands the features. Sam does not notice the ____ communication the purchasing agent is sending and goes into more detail about the new features. promotional proxemic tactile verbal kinesic

kinesic

Carlos is listening to the radio while driving with his kids in the back seat. During the commercial break, one of the children repeatedly asks Carlos if they have arrived at their destination. The child's questions would be considered _____ in the communication process. a) feedback b) interference c) noise d) channel capacity e) decoding distraction

noise

Proxemic communication is an element of which form of promotion method? advertising sales promotion personal selling public relations social media

personal selling

The use of a push policy may require heavy expenditures for guerilla marketing. coupons. advertising. personal selling. public relations.

personal selling.

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. personal selling; less effective sales promotion; more costly personal selling; more costly sales promotion; less effective direct marketing; less effective

personal selling; more costly

Word-of-mouth communications are most effective for _______________ products. personal services mature used convenience inexpensive

personal services

Rob is working on the promotional plan for a new bicycle helmet that has added technology to sense when a bicycler has fallen and has a head injury. The technology then releases an audible signal that will help others know that there is an injury that needs treatment. This is considered to be a new product that is in the introduction stage of the product life cycle. Which type of promotion should Rob focus on? repetitive reminder pioneer comparative competitive

pioneer

Tony is on the marketing team for a new line of self-heating soups designed for mountain climbers. The soups come in a convenient pouch that hooks on to a mountain climber's gear and collapses for easy storage when empty. The product is considered a new product in the introductory stage of the product life cycle. What type of promotion should the marketing team focus on? competitive repetitive comparative pioneer reminder

pioneer

When tablet computers were first introduced to the market, which of the following would have been the logical choice for promotion? pioneer promotion selective demand retention promotion comparative promotion primary demand promotion

pioneer promotion

When flat-screen televisions were first introduced, manufacturers tried to increase customer awareness of the new product by using _____ to build _____. pioneer promotion; primary demand pioneer promotion; selective demand repetitive promotion; brand awareness primary promotion; customer demand comparative promotion; competitive advantage

pioneer promotion; primary demand

The strategic location of products or product promotions within entertainment media content to reach the product's target market is known as product placement. integration. promotion. positioning. exhibition.

placement.

Government officials and consumer groups suggest products that ______ should not be promoted. are not available to all consumers encourage materialism are too expensive potentially have harmful effects fulfill self-actualization needs

potentially have harmful effects

The National Cattlemen's Beef Association tries to generate _____ by airing advertisements with the slogan "Beef: It's What's for Dinner." a) primary demand b) comparisons of types of beef c) secondary demand d) competition e) demand elasticity

primary demand

You are the marketing manager for a soft drink manufacturer. You recommend that the company should try to get the actors and actresses in television shows to drink its products. What type of promotion activity are you suggesting with your idea? event marketing personal selling public relations advertising product placement

product placement

In episodes of American Idol, the judges drank out of cups featuring the Coca-Cola logo. The promotion strategy used by Coca-Cola is known as product exhibition product promotion. product positioning. product placement. product integration.

product placement.

Suppose that Samsung has decided to contract with the producers of The Avengers: Infinity War to have characters in the movie exclusively use Samsung tablets and smartphones. This would best be an example of word-of-mouth promotion. personal selling. product placement. public relations. viral marketing.

product placement.

For her sixteenth birthday, Josie has asked her parents for a new handbag from Coach. She insists that she must have a Coach bag, which has a high price and recognizable brand name. This insistence on the Coach brand supports the criticism of promotion that a) promotions are deceptive. b) promotion increases prices for consumers. c) promotion encourages materialism. d) harmful products should not be promoted. e) promotion creates needs for consumers.

promotion encourages materialism.

Apple regularly holds events where the company CEO announces the latest products in front of a large group of stakeholders. This type of event is best categorized under which of the following types of promotion? personal selling social media sales promotions advertising public relations

public relations

Kohler, a manufacturer of bathroom fixtures such as sinks and toilets, has uploaded several videos to YouTube that help demonstrate how to install their fixtures. These videos are best categorized under which of the following types of promotion? a) advertising b) sales promotions c) public relations d) personal selling e) social media

public relations

When a company is trying to communicate with its suppliers, employees, stockholders, the media, potential investors, government officials, and society in general, it is important to use social media. personal selling. advertising. sales promotions. public relations.

public relations.

When Glade introduced its Wax Melts line of air fresheners, if it offered coupons available in the newspaper that consumers would then take to their favorite stores, this would be an example of a _____ policy. reseller promotional push consumer promotional pull channel promotional

pull

What is the primary motivation when a retailer such as Home Depot offers a discount on lawn mowers in September and October? facilitate reseller support identify prospects encourage product trial retain loyal customers reduce sales fluctuations

reduce sales fluctuations

A bed and breakfast inn holds crafting getaways where all of the people staying at the property are interested in the same activity. These getaways are typically done during the fall when fewer people typically visit. These getaways are designed to reduce sales fluctuations. encourage product trial. retain loyal customers. identify prospects. facilitate reseller support.

reduce sales fluctuations.

Promotional efforts designed to allow a manufacturer of a seasonal product to operate at peak efficiency year-round seek to identify prospects. retain loyal customers. facilitate reseller support. encourage product trial. reduce sales fluctuations.

reduce sales fluctuations.

The Colorado Tourism Office advertises that people can visit Colorado ski slopes and mountains for hiking, zip-lining, and horseback riding during the summertime in an effort to reduce sales fluctuations. retain loyal customers. identify prospects. encourage product trial. facilitate reseller support.

reduce sales fluctuations.

ValueCut has a Haircut Club that gives customers their eighth haircut for free after they have bought seven at regular price. The primary objective of this type of program is identifying prospects. retaining loyal customers. encouraging product trial. stimulating demand. reducing sales fluctuations.

retaining loyal customers.

If an auto manufacturer creates an ad showing that the people in the car can feel secure in case of an accident, it is attempting to influence the customer's _____ need. physiological love and affection self-actualization safety self-esteem

safety

You are working with a sales management consultant to improve your company's sales performance of its line of juices. You and the consultant agree your promotional activities should include a greater attempt at inducing trial of the products being sold. Based on this information, which of the elements of promotion should you emphasize more? personal selling social media sales promotion public relations advertising

sales promotion

Each year, Doritos holds a contest for customers to create a commercial. The winning commercial, as decided by internet voters, airs during the Super Bowl. This contest is an example of Doritos using _____ for its promotion strategy. sales promotions social media personal selling public relations advertising

sales promotions

In the weeks leading up to Thanksgiving, Butterball turkey may allocate more of its promotion budget to _____ in order to account for the coupons it will be issuing to consumers. social media advertising public relations sales promotions personal selling

sales promotions

When sales representatives for Owens Corning meet potential customers, they offer stuffed pink panthers to promote their insulation. This example illustrates Owens Corning's use of which of the following elements of the promotion mix? sales promotions personal selling advertising social media public relations

sales promotions

Valpak is a company that mails out packets of coupons to consumers. These coupons mostly include discounts for local and regional businesses. Valpak is helping these companies with its a) advertising. b) public relations. c) sales promotions. d) social media. e) personal selling.

sales promotions.

When a soft drink manufacturer offers digital coupons that customers can use in retail stores, it is using personal selling. public relations. social media. advertising. sales promotions.

sales promotions.

Gordon is driving on the highway and sees a billboard for a local auto dealership. On the billboard, he sees pictures of three of the dealership's cars and an announcement of a current promotion. In this situation, the auto dealership is a _____, which is one who _____. decoder; decodes receiver; decodes sender; encodes messenger; encodes source; encodes

source; encodes

When a salesperson shakes a potential customer's hand, she is using promotional selling. proxemic communication. tactile communication. verbal communication. kinesic communication.

tactile communication.

Ashley is currently working on a video to introduce a new line of athletic wear for women. She is using signs and symbols to represent the concept and meaning of the new athletic wear. Ashley is most likely working on the ____ for this promotional video. a) the communications channel b) the communication strategy c) the conversion process d) the decoding process e) the coding process

the coding process

Consumers are increasingly going online for information and opinions about goods and services as well as about companies. Research has shown that _____ is the most important attribute about a ratings website. the site's credibility ease of use number of products reviewed number of reviews per product the graphic design of the page

the site's credibility

Firms that link the purchase of their product to philanthropic efforts practice cause-related marketing. True False

true

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) personal advertising b) viral marketing c) a word-of-mouth pyramid d) guerilla marketing e) buzz marketing

viral marketing

Kristen received an e-mail from a friend that linked to a video of a funny commercial made by Old Spice. Kristen thought it was so funny that she shared the video on her Facebook page and on Twitter so that all of her friends and followers could see the video as well. This is an example of guerilla communication. conversational promotion. viral marketing. personal promotions. buzz marketing.

viral marketing.

If Honda gives one of its new motorcycles to a popular blogger so that the blogger would share information on the blog, this is best described as an example of a) viral marketing. b) advertising. c) word-of-mouth communication. d) sales promotion. e) personal selling.

word-of-mouth communication.

You are leading a meeting of your marketing team where you are deciding on the promotion mix for your flagship product. You are working your way through the various factors that should be considered when determining an appropriate promotion mix. You are currently focused on the characteristics of your target market. Because of the nature of your product, your target market represents millions of potential customers. Which of the following best describes the appropriate promotion mix for your product? a) ​Your promotion mix should emphasize sales promotion only. b) Your promotion mix should emphasize advertising and sales promotion. c) Your promotion mix should emphasize public relations and personal selling. d) Your promotion mix should emphasize public relations only. e) ​Your promotion mix should emphasize personal selling only.

​Your promotion mix should emphasize advertising and sales promotion

​In many television shows and movies, you will see characters using Apple computers and laptops during the show. This promotion strategy is called _________. ​product integration ​product positioning product display ​product endorsement ​product placement

​product placement