Marketing Ch.16 Part I

Which of the following is the best example of the promotional objective of combating competitive promotional efforts?

After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks.

OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?

Communication channel

Which of the following industries is most likely to employ combative promotional efforts?

Fast food

Which is the best example of noise that originates with the receiver in the communication process?

Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness.

When Blu-ray disc players were first introduced to the market, what would the logical choice for promotion have been?

Pioneer promotion

Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Albott's use of which one of the following elements of the promotion mix?

Public relations

is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.

Public relations

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?

The role of promotion is to stimulate product demand.

. Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies

Word-of-mouth communication

The Dyson Company, manufacturer of high-priced vacuum cleaners, has developed a promotional program with both push and pull policies. Dyson only sells its products through retailers who carry high-end household electronics items. For the push policy, Dyson will most likely use ____________; for the pull policy, Dyson will use ___________.

a bonus to the retailer for every Dyson vacuum sold; personal selling done by the retailer's employees

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required.

advertising

Threatt Production makes low-priced, convenience products that are widely available. It is most likely to focus its promotion efforts on

advertising

The use of a pull policy may require heavy expenditures for

advertising and sales promotion.

Promotion tends to

capitalize on existing needs.

____ links the purchase of an organization's products to support of philanthropic organizations favored by the target market.

cause-related promotion

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their

channel capacity.

A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____ advertising.

deceptive

Primary demand is defined as

demand for a product category.

Communication can be viewed as a circular process because

during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver

When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an attempt to build ____ demand

economic

As Emily prepares the script for a radio commercial for her boutique, she is engaging in the ____ stage of the communication process.

encoding

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

encourage product trial (promotional)

Retro64 distributes free downloadable versions of its computer games for a very short time. These efforts have a primary promotional objective of

encouraging product trial

When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to

facilitate reseller support.

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

facilitating reseller support.

The two main reasons for criticism of promotional activities are that promotion

has some flaws, and it pervades our daily lives.

Promotion helps consumers because it

informs consumers and places them in a position to specify the products that they seek

If FedEx decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx would likely be striving to practice

integrated marketing communications.

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

integrated marketing communications.

Channel capacity is determined by the

least efficient component of the communication process.

If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one's need for

love and affection.

Advertising, personal selling, sales promotion, and public relations are called

marketing mix components.

Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on

personal selling

Sara is concerned about the effectiveness of Magnum, Inc.'s promotional messages, and is seeking an approach with immediate feedback. Sara is most likely to achieve this through

personal selling

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on

personal selling.

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate

primary demand.

If the push policy is used in promoting a product, the firm

promotes only to the next marketing institution down the marketing channel.

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

promotion

omotion can help keep prices lower because

promotion of prices intensifies price competition.

To gain maximum benefit from promotional efforts, marketers must strive to

properly plan, implement, coordinate, and control communications.

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

publicity

When Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a ____ policy.

pull

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of

reducing sales fluctuations.

A consumer contest is an example of

sales promotion.

A marketer's use of _____________ tends to be irregular.

sales promotion.

If the manufacturers of Whizz were to partner with Whirlpool to place a bottle of Whizz in each new washer that is purchased during the first year, this would be an example of

sales promotion.

Public relations

should be used solely to respond to emergencies that could significantly damage the company's reputation.

As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by and explain her firm's new line of industrial fasteners. A handshake, which is best described as a form of _____ communication, concludes the session.

tactile

The process of putting one's thoughts (meaning) into signs (symbols) is called

the coding process

If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on

wholesalers