Chapter 14
Which of the following promotion strategies is a non personal sales promotion aimed at a large number of consumers? a. advertising b. public relations c. telemarketing d. retail selling e. mega-marketing
a. advertising
Ads that show consumers choosing between Pepsi and Coca-Cola are examples of ________ advertising a. comparative b. institutional c. industry d. reminder e. generic
a. comparative
A visual method that retail stores use in promoting particular products is a a. display b. rebate c. coupon d. premium e. market
a. display
When producers promote their products to wholesalers, or retailers, their promotion effort is called a a. push strategy b. premium price strategy c. sales promotion d. market segmentation e. pull strategy
a. push strategy
The promotion budget varies substantially across firms and may even vary for each firm's product line over time. Its characteristics are influenced by all of the following except: a. size of human resource department b. competition d. phase of the product lifestyle e. economic conditions
a. size of human resource department
All of the following are methods of promotion except a. target marketing b. personal selling c. advertising d. sales promotion e. public relations
a. target marketing
________ a non personal sales presentation communicated through the media or non media forms to influence a large number of consumers
advertising
if a firm's target market is made up of a wide variety of customers throughout a specific region, it would likely use ________ to promote its product. a. personal selling b. advertising c. door to door sales d. one on one communication e. target marketing
b. advertising
When firms promote products, they highlight the advantages over all other products. They emphasize the products a. publicity b. features c. sales promotion d. labeling e. life cycle
b. features
The promotion strategy of sampling most often is used to a. provide customers with a premium as an incentive to purchase more of the product b. introduce new products c. give customers a discount if a larger quantity is purchased d. serve as a reminder for former customers to buy the product again e. unload surplus inventory
b. introduce new products
The use of the telephone for promoting and selling products is known as a. telepromotion b. telemarketing c. online sales promotion d. telecommunication mix e annoying phone calls
b. telemarketing
________ a nonpersonal sales presentation about a specific brand
brand advertising
A non personal sales presentation about a specific brand is a. institutional advertising b. personal selling c. brand advertising d. comparative advertising e. reminder advertising
c. brand advertising
Ads that are televised separately rather than within a show are called a. commercials b. specialty ads c. infomercials d. institutional ads e. direct mail ads
c. infomercials
All of the following are forms of advertising except a. direct mail b. outdoor ads c. personal selling d. online banner ads e. transportation ads
c. personal selling
________ is intended to demonstrate a brand's superiority over other products
comparative advertising
________ are used in newspapers, magazines, and ads to encourage the purchase of a product
coupons
The main, immediate goal of public relations is to a. remind customers of the firms existence b. compare the firm's brand to a competitors brand c. identify the firm's target market. d. enhance the image of the firm e. increase sales
d. enhance the image of the firm
Even if a firm's product is properly produced, priced, and distributed, it still needs to be a. manufactured b. inspected c. graded d. promoted e. market tested
d. promoted
The act of informing or reminding consumers about specific product or brand is referred to as a. personal selling b. production c. finance d. promotion e. research and development
d. promotion
Salespeople generally perform all of the following steps except a. identify the target market b. follow up c. contact potential customers d. make the sales presentation e. advertising
e. advertising
Which of the following is a public relations strategy in which an organization provides the media with a written announcement? a. special events b. press conference c. concert sponsorship d. direct mail e. news release
e. news release
Which of the following sales promotion strategies provides a gift or prize to customers who purchase a specific product? a. pull b. push c. sampling d. rebates e. premiums
e. premiums
Which of the following is a strategy where firms focus their promotional messages on the target market customers, who in turn request the product from wholesalers or producers? a. push b. co-branding c. product life cycle d. sponsorship e. pull
e. pull
A firm is using a push strategy will aim its promotional message directly at the target market customers T/F
false
Comparative advertising is intended to enhance the image of a firm without focusing on a particular product. T/F
false
Public relations is one of the most expensive forms of sales promotion T/F
false
Rebates are used to offer a price discount from retailers to their customers T/F
false
Sales managers perform the daily tasks of selling the product T/F
false
Television advertising is the most widely used form of personal selling for medium and large businesses T/F
false
________ commercials that are televised separately rather than within a show and promote a specific product for a firm
infomercials
A(n) ________ is a brief written announcement about a firm provided by that firm to the media
news release
________ is a personal presentation used to influence one or more consumers
personal selling
A(n) ________ is a gift or prize provided to consumers who purchase a specific product
premium
A(n) ________ is an oral announcement about a firm provided by the firm to the media
press conference
A(n) ________ is the amount of funds that have been set aside to pay for all promotion methods over a specified period
promotion budget
The ________ is the combination of methods that a firm uses to increase acceptance of its products
promotion mix
________ refers to actions taken with the goal of creating or maintaining a favorable public image
public relations
A(n) ________ strategy directs the promotion of a product at consumers, who in turn request the product from retailers.
pull
firms use a(n) ________ strategy by directing their promotion of a product at wholesalers or retailers, who in turn promote it to consumers
push
A(n) ________ is a potential refund by the manufacturer to the customer
rebate
________ is intended to remind consumers of the products existence
reminder advertising
________ uses the telephone for promoting and selling products.
telemarketing
A key to successful selling is the follow-up service to customers provided by salespeople T/F
true
One factor that will influence the size of the promotion budget for a product is the phase of the product in the product lifestyle T/F
true
The internet, magazines, direct main, and television are all forms of advertising. T/F
true
The promotion mix is the combination of promotion methods that a firm uses to increase the acceptance of its products. T/F
true