MKT 230 Chapter 16

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

a.

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

a.

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

a.

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

a.

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

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. realize the needs of their target market and try to meet them. e. use promotion during the growth stage of the product's life cycle.

a.

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

a.

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

a.

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

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. decoding blocker. c. noise. d. interference. e. field of experience.

c.

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

c.

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

c.

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

d.

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

d.

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

d.

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

d.

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

e.

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

e.

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. Making salespeople more effective b. Promoting new product uses c. Stimulating primary demand d. Retaining loyal customers e. Reducing sales fluctuations

e.

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. personal selling. b. sales promotion. c. direct marketing. d. social media. e. publicity.

e.