MKT 300 Exam 3 Concept Checks Ch 16

When a product's target market consists of millions of customers, organizations tend to rely on ______ and ______. a. advertising; sales promotion. b. advertising; personal selling c. personal selling; public relations d. advertising; public relations e. public relations; sales promotion.

a. advertising; sales promotion

Which of the following is NOT one of the four elements of the promotion mix? a. pioneer promotion b. advertising c. public relations d. sales promotion e. personal selling

a. pioneer promotion

Toastie's restaurant is developing a frequent-user program that asks customers to input their phone number each time they order and then rewards them with free drinks or chips after they have spent $50 at the restaurant. This best illustrates the promotional objective of _____. a. retain loyal customers b. reduce sales fluctuations c. combat competitive promotional efforts d. encourage product trial e. identify prospects

a. retain loyal customers

Which of the following types is NOT an example of noise in the communication channel? a. when a source uses an emoji that are understood by the receiver b. when the source has laryngitis c. when a source uses words or an emoji that are unfamiliar to the receiver d. when broadcast television is interrupted due to breaking news e. when the Wifi signal is slow and thus the Internet connection is poor

a. when a source uses an emoji that are understood by the receiver

The limit on the volume of information a communications channel can handle effectively is known as _____. a. receiver b. channel capacity c. feedback d. noise e. channel logistics

b. channel capacity

If promotion is used to successfully stimulate demand, the producer should be able to produce and market products in larger quantities and thus reduce per-unit production research and development, overhead, and marketing costs, which can result in _____. a. higher prices b. lower prices c. deceptive advertising d. greater need e. materialism

b. lower prices

Word-of-mouth communication is most effective for ____ and _____. a. new-to-market products; inexpensive products b. new-to-market products; expensive products c. new-to-market products; convenience products. d. long-time products; expensive products e. declining products; expensive products.

b. new-to-market products; expensive products

Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs? a. advertising b. public relations c. personal selling d. proxemic communication e. sales promotion

b. public relations

Which of the following is NOT one of the criticisms of promotion cited in your text? a. Promotion is deceptive. b. Promotion increases prices. c. Promotion lowers prices. d. Promotion creates needs. e. Promotion fosters materialism.

c. Promotion lowers prices

Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _____. a. intelligent promotion communications b. integrated business communications c. integrated marketing communications d. intelligent marketing communications e. integrated marketing connection

c. integrated marketing communications

ACME Corp. has a promotion strategy that involves promoting its widgets through personal selling and sales promotion to the wholesalers that handle its products. Which channel promotion policy is ACME using? a. exclusive policy b. category management c. push policy d. tying policy e. pull policy

c. push policy

In the communication process, the _____ is the individual, group, or organization that decodes a coded message. a. noise b. source c. receiver d. communications channel e. feedback

c. receiver

Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _____. a. kinesic communication b. proxemic communication c. word-of-mouth communication d. personal selling e. sales promotion

c. word-of-mouth communication

A major goal of integrated marketing communications is to send a consistent message to _____. a. ad agencies b. employees c. shareholders d. customers e. managers

d. customers

Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _____. a. create awareness b. identify prospects c. facilitate reseller support d. encourage product trial e. stimulate demand

d. encourage product trial

If a company's promotional budget is extremely limited, the firm is likely to rely on _____. a. sales promotion b. kinesic promotion c. advertising d. personal selling e. public relations

d. personal selling

Which of the following has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements? a. sales promotion b. public relations c. personal selling d. product placement e. advertising

d. product placement

At ACME Corp., managers are using a strategy of trying to get consumers to share the firm's message via a quirky online YouTube video in a way that spreads dramatically and quickly. This is best described as _____. a. sales promotion b. word-of-mouth communication c. personal selling d. viral marketing e. buzz marketing

d. viral marketing

Which of the following is appropriate for stimulating primary demand? a. viral marketing b. comparative promotion c. reinforcement promotion d. personal selling e. pioneer promotion

e. pioneer promotion

Leonard is a salesperson for ACME Motors. He always tries to shake hands with potential new customers and to "seal the deal" when they sign a sales contract. In personal selling, handshaking is an example of _____. a. kinesic communication b. sales communication c. proxemic communication d. pioneer communication e. tactile communication

e. tactile communication