152) Which promotional element is particularly important to business buyers?
A) public relations
B) publicity
C) sales promotion
D) rebates
E) personal selling
153) Many promotional efforts are focused on ________, who help coordinate promotional
campaigns sponsored by the manufacturer and provide marketing advice and expertise.
A) sales personnel
B) ultimate consumers
C) intermediaries
D) repeat buyers
E) nonprospects
154) All products go through a product life cycle of ________ stages:
A) two; new and improved,
B) two; growth and decline.
C) three; new, improved, and obsolete.
D) four; awareness, interest, trial, and adoption.
E) four; introduction, growth, maturity, and decline.
155) “To inform” is the promotional objective of which stage of the product life cycle?
A) early growth
B) growth
C) accelerated development
D) maturity
E) introduction
156) “To persuade” is the promotional objective of which stage of the product life cycle?
A) early growth
B) growth
C) accelerated development
D) maturity
E) introduction
157) “To remind” is the promotional objective of which stage of the product life cycle?
A) early growth
B) growth
C) accelerated development
D) maturity
E) introduction
158) “To phase out” is the promotional objective of which stage of the product life cycle?
A) decline
B) growth
C) remind
D) maturity
E) introduction
159) The promotional objective of the introduction stage of the product life cycle is to ________
consumers in order to increase their level of awareness of the product offering.
A) inform
B) persuade
C) appeal to
D) remind
E) sway
160) A new prescription drug on the market helps reduce common allergy symptoms. Ads for the
medicine in magazines and in medical journals would be primarily used to
A) remind customers that such a product exists.
B) increase the level of customer awareness and interest for the product.
C) differentiate the product from all other allergy medications.
D) support a product penetration pricing strategy.
E) help in harvesting the product.
161) The promotional objective of the growth stage of the product life cycle is to ________
consumers in what is often an intensely competitive environment.
A) inform
B) remind
C) update
D) persuade
E) sway
162) Persuading the consumer to buy the product rather than substitutes is the promotional
objective during which stage of the product life cycle?
A) introduction
B) growth
C) maturity
D) accelerated development
E) early growth
163) Which promotional element would you most likely use during the growth stage of the
product life cycle to solidify channels of distribution?
A) advertising
B) sales promotion
C) publicity
D) personal selling
E) direct marketing
164) Albert Searchware is a type of search engine used at company websites to handle customer
questions. The firm is trying to determine what promotional strategy should be employed with its
flagship product. It has determined that search engine software is in the growth stage of its
product life cycle. Which of the following options should it employ?
A) Devote 40 percent of the promotional budget to a sales promotion that supplies the public
with demonstration CDs to prove the merits of its software.
B) Spend 30 percent of the budget in the effort to generate publicity for its software.
C) Use the majority of its promotional budget on advertising that focuses on brand differences.
D) Use a balanced budget and spend equally for each of the four promotional choices in an
attempt to even out sales growth.
E) Encourage its tech support staff to emphasize the superiority of its software and its after-sale
support.
165) The promotional objective of the maturity stage of the product life cycle is to
A) inform.
B) persuade.
C) remind.
D) sway.
E) convince.
166) Reminding buyers of the product’s existence is the promotional objective during which
stage of the product life cycle?
A) introduction
B) growth
C) accelerated development
D) early growth
E) maturity
167) At which stage in the product life cycle are discounts and coupons offered to both
consumers and intermediaries to maintain loyal buyers?
A) introduction
B) growth
C) accelerated development
D) maturity
E) decline
168) An unsatisfied customer who switches brands is hard to replace. Which stage of the product
life cycle is focused on maintaining loyal buyers?
A) introduction
B) maturity
C) growth
D) relationship development
E) decline
169) The promotional objective of the decline stage of the product life cycle is to
A) inform.
B) persuade.
C) compare.
D) remind.
E) phase out.
170) During which stage of the product life cycle does the marketer spend little money in the
promotional mix?
A) decline
B) maturity
C) growth
D) introduction
E) reminder
171) Which stage of the product life cycle is usually a period of phase-out for the product, when
little money is spent in the promotional mix?
A) introduction
B) growth
C) maturity
D) decline
E) termination
172) The proper blend of elements in the promotional mix depends on the type of product. The
three specific characteristics to be considered are complexity, ________, and ancillary services.
A) relevance
B) focus
C) risk
D) meaning
E) impact
173) The proper blend of elements in the promotion mix depends on a product’s characteristics.
Personal selling would most likely be used to sell
A) dog dandruff shampoo.
B) an aircraft.
C) fresh produce.
D) a bottle of soda.
E) printer paper.
174) With respect to a product’s characteristics, complexity refers to
A) the degree of service or support required after the sale.
B) the assessment of financial risk, social risk, and physical risk.
C) the number of component parts used in the construction of the original products: the more
parts, the more complex the product.
D) the number of distinct product attributes in terms of color, size, form, and function.
E) the technical sophistication of the product and the amount of understanding required to use it.
175) A product characteristic known as ________ refers to the technical sophistication of the
product and the amount of understanding required to use it.
A) user-friendliness
B) risk
C) complexity
D) ancillary service
E) accessibility
176) The Olympus Eye Trek is a device that provides “a high-quality personal TV experience.” It
resembles a pair of glasses that when worn make the user think he or she is watching a 52-inch
high-definition television. An ad for the device contains both a telephone number that can be
called and a website that can be visited for further information on how the product works. This
Olympus Eye Trek is most likely high in
A) user-friendliness.
B) complexity.
C) risk.
D) synergy.
E) accessibility.
177) A product characteristic known as ________ is relevant to promotional mix decisions and
has financial, social, and physical components.
A) risk
B) complexity
C) ancillary services
D) empathy
E) synergy
178) With respect to a product for which a promotional mix is being developed, risk
A) refers to the degree of service or support required after the sale.
B) refers to the technical sophistication of the product and hence the amount of understanding
required to use it.
C) in a product means there should be less emphasis on personal selling.
D) can be assessed in terms of financial, social, and physical aspects.
E) is irrelevant.
179) In terms of product characteristics, the greater the risk, the greater the need for ________ as
a key element of the promotional mix.
A) advertising
B) personal selling
C) sales promotion
D) publicity
E) public relations
180) With many industrial products and consumer purchases, ancillary services are an important
consideration in selecting the promotional mix. The role of ________ is important to establish
the seller’s reputation. However, ________ is essential for building buyer confidence and
providing evidence of customer service.
A) sales promotion; personal selling
B) personal selling; direct marketing
C) advertising; personal selling
D) sales promotion; advertising
E) public relations; direct marketing
181) In the prepurchase stage of the consumer journey, which promotional element is most
important?
A) public relations
B) communication
C) advertising
D) sales promotion
E) personal selling
182) In the prepurchase stage of the consumer journey,
A) trade promotions are more effective than personal selling.
B) publicity is the most effective promotion tool.
C) advertising is more helpful than personal selling.
D) personal selling is more effective than advertising.
E) personal selling is the most effective way to communicate with potential buyers.
183) In the purchase stage of the consumer journey, ________ gives consumers control over the
process.
A) public relations
B) direct marketing
C) advertising
D) product sampling
E) social media
184) In the purchase stage of the consumer journey, research indicates that ________ activities
shorten the time consumers take to adopt a product or service.
A) public relations
B) direct marketing
C) advertising
D) product sampling
E) social media
185) In the postpurchase stage of the consumer journey, advertising and personal selling help
A) reduce the need for personal contact.
B) support the public relations element, which plays a major role.
C) sales discounting requirements.
D) reduce the buyer’s postpurchase anxiety.
E) shorten the time consumers take to adopt a product.
186) During the postpurchase stage of the consumer purchase decision process, marketers want
to reduce post-purchase anxiety for their customers. Which of the following would be most
useful for accomplishing this objective?
A) advertising only
B) personal selling only
C) sales promotion and advertising
D) publicity and advertising
E) advertising and personal selling
187) During the postpurchase stage of the consumer purchase decision process, ________ in the
form of coupons can help encourage repeat purchases from satisfied first-time triers.
A) advertising
B) personal selling
C) sales promotion
D) publicity
E) direct marketing
188) During the postpurchase stage of the consumer purchase decision process, ________ plays
a small role.
A) advertising
B) personal selling
C) sales promotion
D) public relations
E) direct marketing
189) Channel A in Figure 17-5 above represents which type of promotional channel strategy?
A) direct
B) indirect
C) push
D) pull
E) vertical