Chapter 16 – Using Effective Promotions
202. Jake and Janelle loved to prepare gourmet meals for friends and family. They started
a business of preparing theme type dinners for friends who were having parties. To
generate even more interest in the business, Janelle created _________________ on her
website. She posted pictures of events, and close-ups of the food they served. She
encouraged patrons and others to post reviews, comments, and favorite recipes, and to
share their own party ideas. Her promotion became a dialogue between buyers of her
service and the business.
A. product placement
B. interactive promotion
C. infomercials
D. broadcast
Feedback: Interactive promotion is dialogue on a business’s website between the buyers and
sellers. The promotion becomes an informational and persuasive two-way conversation.
203. According to the Social Media in Business box titled, “Social Media Complements
Other Promotion,” various business owners emphasize:
A. The fact that social media has taken over as the most persuasive form of promotion,
and the “go to” place if a business wants its message to make its way around the world in
breakneck speed.
B. Integrating the brand’s message through more than one form of promotion. Direct mail
and social media often work well together.
C. Social media is used in the same manner as publicity.
D. “Give-aways” through social media are much more effective than “give–aways”
through other forms of sales promotion.
Feedback: The box emphasizes that using social media to promote one’s brand complements
other, more traditional form of promotion. Companies should integrate social media into the
marketing campaign, with other promotional tools.
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208. When marketing to consumers in the global population, it’s important for companies to
remember that promoting products:
A. is easy and profitable if they are well-known brands.
B. can be accomplished using a global approach since consumers are more alike than most
people think.
C. is best done by using personal selling and product sampling.
D. calls for attention to cultural differences and possible translation problems.
Feedback: Understanding a nation’s culture, designing appropriate advertisements and testing
them are keys to success in marketing in global markets.
209. The Hispanic and Asian populations in the U.S. are growing rapidly. To effectively
reach these groups marketers should:
A. maintain a consistent approach for all consumers regardless of differences in national
origin.
B. use advertising as a way of integrating immigrants into the U.S. culture.
C. develop custom-designed promotions for all viable market opportunities.
D. avoid using newspapers and radio advertising and concentrate instead on television and
the Internet.
Feedback: Ethnic groups that have sufficient market potential should be considered for
customized promotional messages.
210.
Chapter 16 – Using Effective Promotions
________ refers to the face-to-face presentation and promotion of goods and services.
This also includes searching for prospects and providing follow-up services.
A. Word-of-mouth promotion
B. Personal selling
C. Public relations
D. Internal marketing
211. The average cost of a single sales call to a potential B2B buyer in the U.S. is
expensive and could cost about:
A. $40.
B. $100.
C. $400.
D. $1,400.
212. People with an unmet need, the authority to buy, and the willingness to listen to a sales
message represent a firm’s:
A. prospects.
B. intermediaries.
C. buyers.
D. cohorts.
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233. Lenora just finished writing a news release regarding a new product developed by her
firm. She intends to email the message to local radio stations and newspapers in hope that
they will find the information newsworthy and run a story about the product. Lenora’s
efforts represent the firm’s:
A. public relations.
B. institutional advertising.
C. secondary advertising.
D. interactive marketing.
Feedback: A major element of public relations is publicity. Firms often generate publicity by
sending news releases to the media that they hope the media will use in stories about the firm
and its products.
234. Today’s public relations departments:
A. focus more on advertising and less on publicity.
B. are downsizing as firms emphasize personal selling to promote their products.
C. are more actively listening to customers and helping to solve their problems.
D. avoid relationships with the media and government officials.
Feedback: A good public relations program begins with listening to the public. Public
relations starts with good marketing research when the firm evaluates public attitudes.
235.
Chapter 16 – Using Effective Promotions
A good public relations program recognizes that the:
A. company must not ever admit fault.
B. firm must be willing to make changes in its policies and procedures.
C. firm must be independent of production and service activities.
D. it’s unsafe to trust the media since it profits by selling bad news.
Feedback: The second step in a good public relations program is to change policies and
procedures that are not in the public interest.
236. Consumer research indicates that the public is very concerned about underage
drinking. In response, Texas Brewing Company has created a website providing parents
with information to help avoid underage drinking in their families. The firm also provides
materials to retailers to help train their employees to avoid sales to minors. Publicizing
these efforts:
A. will likely backfire, since few people will believe a beer company would seriously
support a program that would reduce their sales.
B. represents a key step in a good public relations program.
C. illustrates a push strategy applied to public relations.
D. would distract the firm from its primary mission of selling beer to adults.
Feedback: Good public relations evaluates public attitudes and identifies and supports
programs in the public interest. It then informs people that the firm is being responsive to their
needs.
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239. The Wall Street Journal reported that several customers at Michael’s arts & crafts
stores had their bank accounts looted after using their debit cards at the retailer; British
Petroleum made the headlines of just about every newspaper in the nation when an oil rig
failed and oil spilled profusely into the Gulf of Mexico; on the daytime program called
The View, one of the celebrity panelists commented on the mother that injected her 8-year-
old daughter with Botox as “the dumbest A%$& momma I’ve ever seen!!” These
unsolicited statements made in the media would be classified as:
A. sales promotion.
B. publicity.
C. advertising.
D. blogging.
Feedback: Publicity is a nonpaid form of promotion and a subset of public relations. It is the
result of newsworthy information obtained and published through various forms of media:
newspaper and magazine articles; broadcasts; social media, blogs and other media. Publicity
can have positive and/or negative effects.
240. The promotional tool that stimulates consumer purchasing and dealer interest by
means of short-term activities, such as trade shows, event sponsorships, and contests, is
known as:
A. publicity.
B. public relations.
C. every day low prices.
D. sales promotion.
241.
Chapter 16 – Using Effective Promotions
Effective sales promotion activities target:
A. employees only.
B. customers only.
C. employees, dealers and customers.
D. dealers only.
242. A __________ allows B2B buyers to see products on the Internet 24 hours a day, 365
days a year without having to leave their office.
A. virtual trade show
B. direct marketing show
C. shopping network
D. cyber market
243. Which of the following is a consumer sales promotion activity?
A. Contests
B. Advertising
C. Vending sales
D. Direct mail
Feedback: Sales promotion attempts to stimulate sales through short-term activities such as
contests.
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244. Which of the following is a B2B sales promotion activity?
A. Contests
B. Advertising
C. Vending sales
D. Conventions
Feedback: Sales promotion attempts to stimulate sales through short-term activities such as
conventions. Contests are generally consumer sales promotions.
245. To generate enthusiasm about a good or service, sales promotion:
A. targets groups internally and externally.
B. directs stockholders to sell their stock when prices increase.
C. is ineffective in reaching the B2B market.
D. has declined in importance because of time and cost limitations.
Feedback: It is just as important to get employees enthusiastic about a sale as it is to attract
potential customers, and sales promotion can be used to achieve this enthusiasm.
246.
Chapter 16 – Using Effective Promotions
At a recent sporting event, a local beer distributor gave free beverage mugs to all adults
with a paid admission. This is an example of:
A. market segmentation.
B. sampling.
C. publicity.
D. sales promotion.
Feedback: Sales promotion is a promotional tool that stimulates consumer purchasing and
dealer interest by the use of specially designed incentives to promote a business or a product.
247. Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie
Company. To generate interest for this new product, the company sent a free package of
six cookies to selected homes along with a 50-cent coupon. Arizona Cookie’s activities
represent:
A. trade advertising.
B. consumer publicity.
C. sales promotion.
D. public relations.
Feedback: Free samples and cents-off coupons are examples of sales promotion activities
conducted by businesses to stimulate consumer purchasing.
248.