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Exam 16: Using Effective Promotions

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Question 131

Multiple Choice

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The total systems approach to marketing emphasizes communication with which of the following groups?

A) Foreign agencies
B) Distributors
C) Government agencies
D) Competitors

E) A) and D)
F) C) and D)

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Question 132

Multiple Choice

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The goal of __________ is to inform and remind people in a target market about specific products,eventually persuading them to participate in an exchange.

A) promotion
B) market research
C) market segmentation
D) marketing loyalty

E) B) and D)
F) A) and D)

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Question 133

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To execute an effective promotional strategy,firms are required to choose between a push strategy and a pull strategy.

The number one advertising medium in terms of total dollar expenditures is newspapers.

Anita enjoys her job as a salesperson for a store that sells high quality entertainment systems.As an effective salesperson,Anita is expected to help her customers resolve any doubts they might have before the sale,and follow up to ensure that the customer is satisfied after the sale.

In their advertisements,Luther Pharmaceuticals asks consumers to judge their product,Ache-Free,against a well-known competitor's product to see that Ache-Free provides superior pain relief.This represents:

Successful PR departments find that listening to the public is not enough.They have to tell the public that they are being responsive.

James Erler likes to search online for values at sites like Drugstore.com and do online comparisons of what he thinks are the best products for him at the right price.James would be a consumer active in using a pick economy.

Validation refers to the process of determining whether a potential customer has the need for a product,the authority to buy,and the willingness to listen to a sales message.

Payola Promotions has offered to give Lisa free tickets to a concert it is promoting in return for Lisa's agreement to share her positive experience with others on Internet chat rooms.The concert tickets Lisa receives represent swag.

After adopting integrated marketing communication,Madison Furniture puts less emphasis on public relations,sales promotion,and personal selling,and concentrates on advertising designed to provide a uniform message to all markets.

Institutional advertising creates an attractive image for an organization rather than for a product.

Podcasting is a means of distributing audio and video programs but these programs can only be seen and heard using technology such as an Apple iPod.

Which of the following is an advantage of magazine advertising?

One problem with newspaper advertisements is that they have a short life span.

As customers walk into Phat Pat's clothing store,they are greeted by a salesperson who asks the question,"May I help you?" Studies indicate that this is an effective opening in the B2C sales process.

Mo's Movies markets DVD and Blu-Ray movies via the Internet.The company recently adopted a new program that offers their current customers free DVDs if they encourage their friends to visit Mo's Movies website.This promotional program represents:

Which of the following represents the primary purpose of a firm using institutional advertising?

After completing his sales presentation,Jerald's client expressed her concerns and questioned some of the details of the sales proposal.An effective salesperson would:

The final step of the selling process involves: