190) Channel B in Figure 17-5 above represents which type of promotional channel strategy?
A) direct
B) indirect
C) push
D) pull
E) vertical
191) When employing a push strategy, a manufacturer
A) advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of
nationwide advertising campaigns.
B) directs the promotional mix to channel members to gain their cooperation in ordering and
stocking the product.
C) forces a retailer to promote its products by placing national ads in local newspapers.
D) directs its efforts in the form of advertising and sales promotions to ultimate consumers to
encourage them to ask the retailer for the product.
E) directs retailers to promote one product over another to help balance fluctuations in inventory.
192) When a manufacturer directs the promotional mix to channel members to gain their
cooperation in ordering and stocking the product, it is using a(n) ________ strategy.
A) push
B) pull
C) inertia
D) exclusivity
E) logistics
193) Ford Motor Company provides support and incentives for its Ford and Lincoln dealers
worldwide. Through a multilevel program, Ford provides incentives to reward dealers for
meeting sales goals. Dealers receive an incentive when they are near a goal, another when they
reach a goal, and a larger incentive if they exceed sales projections. All of these actions are
intended to encourage dealers to ________ the Ford products through the channel to consumers.
A) dump
B) pull
C) unload
D) no haggle
E) push
194) Directing the promotional mix at ultimate consumers to encourage them to ask retailers for
the product is referred to as a(n)
A) push strategy.
B) intense strategy.
C) inertia strategy.
D) exclusivity strategy.
E) pull strategy.
195) When employing a pull strategy, a manufacturer
A) advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of
nationwide advertising campaigns.
B) forces a retailer to promote its product by placing national brand ads in local newspapers.
C) directs the promotional mix at ultimate consumers to encourage them to ask retailers for the
product.
D) directs the promotional mix toward channel members to gain their cooperation in ordering
and stocking the product.
E) directs retailers to promote one product over another to help balance fluctuations in inventory.
196) Pharmaceutical companies now spend more than $3.8 billion annually on ________
prescription drug advertising to complement traditional personal selling and free samples
directed only at doctors. This combines a pull strategy with a push one.
A) consumer integrated
B) doctor cohort
C) informational DVD
D) direct-to-consumer
E) customized on-line
197) Many prescription drugs such as Neulasta have national TV advertising campaigns to
encourage patients to learn more about the drugs and ask for them by name from their doctors.
The manufacturers of these drugs are using a(n) ________ strategy.
A) integrated
B) pull
C) push
D) inertia
E) exclusive
198) The promotion decision process is divided into three phases. In Figure 17-6 above, Box A
refers to the ________ phase.
A) planning
B) forecasting
C) evaluation
D) realization
E) implementation
199) The promotion decision process is divided into three phases. In Figure 17-6 above, Box B
refers to the ________ phase.
A) planning
B) forecasting
C) evaluation
D) realization
E) implementation
200) The promotion decision process is divided into three phases. In Figure 17-6 above, Box C
refers to the ________ phase.
A) planning
B) forecasting
C) evaluation
D) realization
E) implementation
201) The actions a firm takes during the promotion decision process include ________,
executing, and assessing the promotion program.
A) pretesting
B) developing
C) stating the mission
D) selecting the appeal
E) selecting the media
202) The first decision in developing the promotion program is to
A) set the budget.
B) state the mission.
C) identify the target audience.
D) select the appeal.
E) select the media.
203) Which of the following tasks is completed during the planning phase of an IMC program?
A) specify the promotion objectives
B) pretest the promotion
C) state the mission
D) identify possible advertising or promotional firms
E) carry out the promotion
204) During the implementation phase of an IMC program, a firm will ________ and carry out
promotion.
A) posttest the promotion
B) design the promotion
C) state the mission
D) identify possible advertising or promotional firms
E) pretest the promotion
205) During the implementation phase of an IMC program, a firm will
A) posttest the promotion.
B) design the promotion.
C) state the mission.
D) carry out the promotion.
E) identify possible advertising or promotional firms.
206) During the evaluation phase of an IMC program, a firm will ________ and make needed
changes.
A) posttest the promotion
B) design the promotion
C) state the mission
D) carry out the promotion
E) identify possible advertising or promotional firms
207) During the planning phase of the promotion program, marketers focus on the four Ws,
which include all of the following, in question form, except which?
A) What are the promotion objectives, the budget, and the kinds of copy to use?
B) Why is the promotion being done?
C) When should the promotions be run?
D) Who is the target audience?
E) Where should the promotions be run?
208) Promotional programs are specifically directed toward a group of prospective buyers, or
a(n)
A) source.
B) diffuser.
C) encoder.
D) target audience.
E) particular media.
209) For a promotional campaign, the sequence of stages a prospective buyer goes through from
initial awareness of a product to eventual action is referred to as
A) the purchase continuum.
B) the hierarchy of effects.
C) the product life cycle.
D) the consumer purchasing scale.
E) Maslow’s hierarchy.
210) For a promotional campaign, the hierarchy of effects refers to the stages a prospective buyer
goes through, which include
A) awareness, interest, evaluation, trial, and rejection.
B) interest, adoption, and brand loyalty.
C) cognition, affect, and behavior.
D) awareness, interest, evaluation, trial, and adoption.
E) seeing an ad, trying the product, buying the product, and buying the product again.
211) A prospective buyer goes through a sequence of stages including awareness, interest,
evaluation, trial, and adoption, which are referred to as
A) the hierarchy of effects.
B) Maslow’s hierarchy.
C) the purchase decision continuum.
D) the consumer-product cycle.
E) the consumer purchasing hierarchy.
212) The first stage in the hierarchy of effects is
A) interest.
B) awareness.
C) understanding.
D) trial.
E) evaluation.
213) The second stage in the hierarchy of effects is
A) interest.
B) awareness.
C) involvement.
D) trial.
E) evaluation.
214) The fourth of five stages in the hierarchy of effects is
A) interest.
B) awareness.
C) adoption.
D) trial.
E) evaluation.
215) The last stage in the hierarchy of effects is
A) interest.
B) awareness.
C) adoption.
D) repurchase.
E) evaluation.
216) In the hierarchy of effects, the consumer’s ability to recognize and remember the product or
brand name is referred to as the ________ stage.
A) adoption
B) evaluation
C) awareness
D) internalization
E) trial
217) In the hierarchy of effects, awareness is defined as
A) the consumer’s first actual purchase and use of the product or brand.
B) the consumer’s repeated purchase and use of the product or brand.
C) the consumer’s appraisal of the product or brand on important attributes.
D) an increase in the consumer’s desire to learn about some of the features of the product or
brand.
E) the consumer’s ability to recognize and remember the product or brand name.
218) In the hierarchy of effects, an increase in the consumer’s desire to learn about some of the
features of the product or brand is referred to as the ________ stage.
A) adoption
B) exploration
C) awareness
D) interest
E) trial
219) In the hierarchy of effects, interest refers to
A) the consumer’s ability to recognize and remember the product or brand name.
B) the consumer’s appraisal of the product or brand on important attributes.
C) an increase in the consumer’s desire to learn about some of the features of the product or
brand.
D) a favorable experience on the first trial, resulting in the consumer’s repeated purchase and use
of the product or brand.
E) the consumer’s first actual purchase and use of the product or brand.
220) Ann’s young son suffers from allergies and complains about his watery eyes and
drowsiness. Ann feels bad because she thought there was nothing she could do to help him.
When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living
magazine, she planned to ask his doctor about this product on her son’s next visit. Ann is at
which stage in the hierarchy of effects?
A) She is the trial stage and will move to the interest stage soon.
B) She has moved quickly from the awareness stage to the interest stage.
C) She was in the consumer development stage and will more than likely move to the transition
stage.
D) She is in the evaluation stage and will move to the interest stage soon.
E) She was in the interest stage and then moved quickly to the diffusion stage.
221) In the hierarchy of effects, the consumer’s appraisal of the product or brand on important
attributes is referred to as the ________ stage.
A) evaluation
B) adoption
C) awareness
D) interest
E) trial
222) In the hierarchy of effects, evaluation refers to
A) the consumer’s ability to recognize and remember the product or brand name.
B) the consumer’s appraisal of the product or brand on important attributes.
C) an increase in the consumer’s desire to learn about some of the features of the product or
brand.
D) a favorable experience on the first trial, resulting in the consumer’s repeated purchase and use
of the product or brand.
E) the consumer’s first actual purchase and use of the product or brand.
223) In the hierarchy of effects, the consumer’s actual first purchase and use of the product or
brand is referred to as the ________ stage.
A) adoption
B) evaluation
C) sampling
D) interest
E) trial
224) In the hierarchy of effects, trial refers to
A) the consumer’s ability to recognize and remember the product or brand name.
B) the consumer’s appraisal of the product or brand on important attributes.
C) the consumer’s first actual purchase and use of the product or brand.
D) an increase in the consumer’s desire to learn about some of the features of the product or
brand.
E) a favorable experience on the first trial, resulting in the consumer’s repeated purchase and use
of the product or brand.
225) CoolMax is a fabric made by DuPont. It is used in the manufacture of exercise clothes
because it keeps the user “cool and dry.” The ads for the fabric in health and fitness magazines
convinced Kumar to buy a pair of Thorlo CoolMax walking crew socks made of the material.
Since he had never before owned anything made with CoolMax, Kumar was in which stage of
the hierarchy of effects?
A) trial
B) exploration
C) innovation
D) experimentation
E) interest
226) In the hierarchy of effects, a favorable experience on the first trial causes the consumer’s
repeated purchase and use of the product or brand in the ________ stage.
A) evaluation
B) adoption
C) awareness
D) interest
E) usage
227) In the hierarchy of effects, adoption refers to
A) the point at which the consumer accepts the integrity of the manufacturer and the reliability of
the product.
B) the consumer’s appraisal of the product or brand on the majority of important attributes.
C) an increase in the consumer’s desire to learn about some of the features of the product or
brand.
D) the consumer’s actual first purchase and use of the product or brand.
E) the consumer’s repeated purchase and use of the product or brand after a favorable experience
on the first trial.
228) The popularity of social media sometimes leads to a new stage in the hierarchy of effects
known as ________ where loyal consumers recommend brands they have adopted.
A) evaluation
B) advocacy
C) preference
D) interest
E) repurchase