Cengage Ch.15 Questions
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. push policy b. exclusive policy c. tying policy d. pull policy e. category management
a
Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _____. a. integrated marketing communications b. intelligent marketing communications c. integrated business communications d. intelligent promotion communications e. integrated marketing connection
a
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. product placement b. public relations c. advertising d. sales promotion e. personal selling
a
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 broadcast television is interrupted due to breaking news c. when a source uses words or an emoji that are unfamiliar to the receiver d. when the source has laryngitis e. when the Wi-Fi signal is slow and thus the Internet connection is poor
a
Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs? a. public relations b. proxemic communication c. advertising d. sales promotion e. personal selling
a
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. proxemic communication b. tactile communication c. sales communication d. kinesic communication e. pioneer communication
b
The limit on the volume of information a communications channel can handle effectively is known as __________. a. channel logistics b. channel capacity c. receiver d. noise e. feedback
b
Which of the following is NOT one of the criticisms of promotion cited in your text? a. Promotion creates needs. b. Promotion lowers prices. c. Promotion increases prices. d. Promotion fosters materialism. e. Promotion is deceptive.
b
Which of the following is NOT one of the four elements of the promotion mix? a. advertising b. pioneer promotion c. public relations d. personal selling e. sales promotion
b
Word-of-mouth communication is most effective for ____ and _____. a. new-to-market products; convenience products. b. new-to-market products; expensive products c. long-time products; expensive products d. declining products; expensive products. e. new-to-market products; inexpensive products
b
Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _____. a. proxemic communication b. kinesic communication c. word-of-mouth communication d. personal selling e. sales promotion
c
Which of the following is appropriate for stimulating primary demand? a. reinforcement promotion b. comparative promotion c. new introductory promotion d. viral marketing e. personal selling
c
Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _____. a. facilitate reseller support b. identify prospects c. stimulate demand d. encourage product trial e. create awareness
d
A major goal of integrated marketing communications is to send a consistent message to _____. a. managers b. employees c. shareholders d. ad agencies e. customers
e
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. word-of-mouth communication b. sales promotion c. personal selling d. buzz marketing e. viral marketing
e
If a company's promotional budget is extremely limited, the firm is likely to rely on _____. a. advertising b. public relations c. kinesic promotion d. sales promotion e. personal selling
e
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. deceptive advertising b. higher prices c. materialism d. greater need e. lower prices
e
In the communication process, the _____ is the individual, group, or organization that decodes a coded message. a. noise b. source c. feedback d. communications channel e. receiver
e
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. encourage product trial b. reduce sales fluctuations c. identify prospects d. combat competitive promotional efforts e. retain loyal customers
e
When a product's target market consists of millions of customers, organizations tend to rely on ______ and ______. a. public relations; sales promotion. b. personal selling; public relations c. advertising; personal selling d. advertising; public relations e. advertising; sales promotion.
e