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Chapter 16 - Using Effective Promotions
Which of the following statements is most accurate?
A. Sales promotions are targeted both internally and externally.
B. Sales promotion efforts are directed at nonprofit organizations.
C. Dealers are inappropriate targets of sales promotion activities.
D. The goal of sales promotion activities is to create consumer awareness.
Feedback: Sales promotion attempts to stimulate consumer, salesperson, distributor, and
dealer interest in a good or service.
249. Last year, New Era Cap Company (Buffalo, NY) celebrated its 90th anniversary in
business as a privately held company that makes a variety of hats and one of two suppliers
of official MLB (major league baseball) caps. According to the New York Times, the
company invited “90 influential people to create one-of-a-kind caps to be auctioned off for
charity.” As a student of marketing, you would categorize this promotional event as a
form of _____________.
A. viral marketing
B. blogging
C. advertising
D. sales promotion.
Feedback: Sale promotion is about giving buyers incentives. In the past, marketers used
incentives such as coupons or free give-aways to motivate people to buy. Now, marketers are
offering sales promotions through social media, as well.
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261. Independent producers can create self-published syndicated "radio shows" using:
A. webcasting.
B. email.
C. podcasting.
D. electronic production.
Feedback: Podcasting allows you to become your own newscaster, since it enables
independent producers to create self-published, syndicated "radio shows."
262. Companies that adopt a pull strategy target their promotional efforts toward:
A. consumers.
B. retailers.
C. wholesalers.
D. manufacturers.
Feedback: In a pull strategy, heavy advertising and sales promotion efforts are directed
toward consumers so that they will request the products from retailers.
263.
Chapter 16 - Using Effective Promotions
16-87
The primary purpose of a pull strategy is to:
A. offer rebates and discounts to retailers and wholesalers.
B. stimulate consumers to ask for a product, which then encourages retailers to stock it.
C. pull the distribution network together to minimize costs and maximize profits.
D. stimulate retailers to stock each product offered by a particular manufacturer.
Feedback: If a pull strategy works, consumers will request the product at their local retail
store. This, in turn, will stimulate the retailer to request the product from the manufacturer or
distributor.
264. The primary purpose of a push strategy is to:
A. push products on consumers and convince them that they need the products.
B. rush the production schedule for products and beat competitors to the market.
C. push the product down the distribution channel to retail stores.
D. push products away from traditional channels of distribution to save costs.
Feedback: In a push strategy, the producer uses promotional tools to convince wholesalers
and retailers to stock and sell merchandise.
265.
Chapter 16 - Using Effective Promotions
Slapstick Films advertises their movies on TV programs their target market of 21-30 year
olds typically watch. Slapstick Films believes the best way of reaching its customers is
through a ________ strategy.
A. push
B. pull
C. product placement
D. word-of-mouth
Feedback: The goal of this pull strategy is to stimulate consumers to request movie theater
operators to offer a showing of a particular film.
266. Professor Beenthere shared with his students the wonderful experience he had at a
local Asian restaurant. He described the location in relation to campus and encouraged his
students to give it a try. The professor's comments represent:
A. word-of-mouth promotion.
B. public relations.
C. academic sampling.
D. viral promotion.
Feedback: Word-of-mouth promotion encourages people to tell others about products they
have enjoyed.
