MKT 230 - Chapter 16

Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they Select one: a. are potentially harmful b. do not last. c. are illega. d. are not competitive. e. cost too much.

a

To gain maximum benefit from promotional efforts, marketers must strive to Select one: a. properly plan, implement, coordinate, and control communications. b. obtain information about the marketing environment through their MIS. c. become directly involved rather than indireclty involved. d. use promotion during the growth stage of the product's life cycle. e. realize the needs of their target market and try to meet them.

a

When a salesperson varies the physical distance between himself and a customer he is using Select one: a. proxemic communication. b. tactile communication. c. personal selling. d. kinesic communication. e. comfort relations

a

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of Select one: a. stimulating demand. b. facilitating reseller support. c. combating competitive promotional efforts. d. retaining loyal customers. e. reducing sales fluctuations

b

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

b

Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sony's dinner preparation would be considered _____ in the communications process. Select one: a. feedback. b. noise. c. decoding blocker. d. field of experience. e. interference.

b

If the push policy is used in promoting a product, the firm Select one: a. promotes the product to retailers only. b. promotes the product to wholesalers only. c. promotes only to the next marketing institution down the marketing channel. d. promotes directly to consumers. e. will be assured of having an effective promotional mix.

c

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 Select one: a. sales promotion. b. direct marketing. c. publicity. d. personal selling. e. social media.

c

The process of putting one's thoughts (meaning) into signs (symbols) is called Select one: a. interference. b. transmission. c. the coding process. d. noise. e. decoding.

c

The receiver's response to a message is ______ for the source. Select one: a. noise b. decoding c. feedback d. channel capacity e. the communications channel

c

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

d

Primary demand is defined as Select one: a. demand for a particular brand. b. demand for a new product. c. consumer awareness of a product category. d. demand for a product category. e. stimulating demand for any products

d

A sharing of meaning defines Select one: a. information. b. noise. c. interference. d. promotion. e. communication

e

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

e

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

e

A consumer contest is an example of Select one: a. sales promotion. b. public reations. c. indirect selling. d. personal selling. e. social media.

a

Each communication channel has a limit on the volume of information it can handle effectively. This limit is called Select one: a. channel capacity. b. transmission load. c. encoding. d. noise. e. feedback.

a

The use of a pull policy may require heavy expenditures for Select one: a. public relations and distribution. b. advertising and sales promotion. c. distribution and advertising. d. personal selling and public relations. e. sales promotion and personal selling.

b

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

b

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

b