MKTG 409 Chapter 16

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

A. Personal Selling

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

A. public relations

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. identify prospects c. reduce sales fluctuations d. combat competitive promotional efforts e. encourage product trial

A. retain loyal customers

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. viral marketing b. personal selling c. sales promotion d. buzz marketing e. word-of-mouth communication

A. viral marketing

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

B. Advertising; sales promotion

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. greater need b. lower prices c. materialism d. deceptive advertising e. higher prices

B. lower prices

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

B. 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. pioneer communication b. proxemic communication c. tactile communication d. sales communication e. kinesic communication

C. Tactile communication

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. category management b. pull policy c. push policy d. tying policy e. exclusive policy

C. push policy

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

D. Channel capacity

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

D. Customers

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. intelligent marketing communications c. integrated marketing connection d. integrated marketing communications e. integrated business communications

D. Integrated marketing communications

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

D. Pioneer promotion

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

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

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

D. new-to-market products; expensive products

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

D. receiver

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

E. encourage product trial

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. advertising b. personal selling c. public relations d. sales promotion e. product placement

E. product placement

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 creates needs. d. Promotion fosters materialism. e. Promotion lowers prices.

E. promotion lowers prices

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

E. word-of-mouth communication