Marketing Management, 3e (Marshall)
Chapter 13 Promotion Essentials: Digital and Social Media Marketing
1) The development of promotion mix strategies involves decisions about which combination of
elements in the promotion mix is likely to best convey the company’s offering to a marketplace.
2) Public relations uses publicity, such as news stories and mentions at public events, as a
method for influencing the attitudes, opinions, and behaviors of customers.
3) The effectiveness and efficiency of promotional strategies for a particular product or product
line are often tracked on the basis of price fluctuations.
4) The marketing manager doesn’t need to understand the basics of promotion since sales is
separate from marketing.
5) Push and pull promotional strategies are seldom used independently of one another.
6) Internal marketing is defined as the way in which internal activities affect external marketing
results.
7) The AIDA acronym stands for attitude, interest, desire, and activity.
8) The order of the steps in the AIDA model is not important as long as the effort has the desired
outcome.
9) In the action stage of the AIDA model, salespeople and customized direct and interactive
marketing first enter the promotion mix.
10) Consumers make a purchase during the action stage of the AIDA model.
11) Younger consumers are much more likely to want to be “sold to,” and therefore place a high
value on objective information sources for decision making.
12) Digital technologies have not fundamentally changed the way organizations connect and
communicate with their customers.
13) Customer website interfaces have many dimensions, one of which is correctness.
14) When Sony came out with PlayStation®4, it created a website specifically for the new
product. This is an example of a microsite.
15) It makes little difference where a company is displayed in a list of search results on the
Internet, as long as the message is clear.
16) Any website feature that can be used on a computer can also be used on a smartphone with
the same results.
17) Geolocation marketing is the use of geographic data to drive messaging and other marketing
decisions.
18) Banu downloaded a program from his insurance agency that allowed him to check on a claim
from his phone. The first time he used it, a pop-up informed him of a new product and provided
a button to click for more information. This is called an in-app ad.
19) Viral marketing is a trend that encourages customers to share a marketing message with
other potential customers.
20) Companies spend too much time ensuring they have current and frequent postings on social
media sites; they aren’t that important.
21) One of the biggest challenges marketing managers face in social media marketing is
measuring their social media campaign’s value.
22) Twitter is currently the largest social networking platform in the world.
23) Which of the following is NOT a part of the promotion mix?
A) advertising
B) sales promotion
C) public relations
D) pricing
E) personal selling
24) Which form of promotion is based on unpaid communication?
A) personal selling
B) advertising
C) sales promotion
D) digital marketing
E) public relations
25) ________ is a technology-driven relationship between companies and customers.
A) Interactive marketing
B) Personal selling
C) Public relations
D) Advertising
E) Sales promotion
26) ________ involves one-to-one personal communication with a customer.
A) Advertising
B) Sales promotion
C) Personal selling
D) Public relations
E) Social media marketing
27) The development of promotional strategies most likely involves decisions about ________.
A) elements in the promotion mix
B) acceptable ROI for the customer
C) price promotions
D) product development
E) customer service response
28) ________ provides an incentive, such as a coupon, for a customer to buy a product or for a
salesperson to sell it.
A) Buzz marketing
B) Promotional campaign
C) Sales promotion
D) Media buying
E) Advertising
29) In the context of the promotion mix elements, which of the following represents a strength
specific to social media marketing?
A) great creative flexibility
B) ability to stimulate purchase directly through incentive to buy
C) unpaid communication seen as more credible than paid forms
D) message customization without high costs of personal selling
E) many provider choices
30) In a push strategy, the focus is on ________.
A) end users
B) members of the channel who are targeted for promotion
C) members who typically rely on advertising
D) end users who drive the distribution of the new product
E) stimulating demand for an offering directly from the end user
31) ________ is the application of marketing concepts and strategies inside an organization.
A) Direct marketing
B) Personal selling
C) Internal marketing
D) Prosocial marketing
E) Publicity
32) The first step a manager should take in the promotion strategy process is to ________.
A) identify targets for promotion
B) select a promotion mix
C) develop a message
D) prepare a budget
E) establish measures of results
33) Which capability of promotion is used to let customers know about new products or brands
offered by a firm?
A) to take action
B) to sell
C) to persuade
D) to inform
E) to remind
34) Questions such as “Why should a construction project lease Caterpillar equipment instead of
Kamatsu?” and “What are the advantages of the Toyota Camry over the Honda Accord, and vice
versa?” are related to which of the following capabilities of promotion?
A) to take action
B) to remind
C) to persuade
D) to inform
E) to sell
35) Coca-Cola intends to invest further in promotion to help maintain brand loyalty from its
existing customers. Which of the following capabilities of promotion is Coca-Cola
demonstrating?
A) to inform
B) to persuade
C) to remind
D) to sell
E) to take action
36) What is the final element the marketing manager should implement in promotional strategy?
A) identify targets for promotion
B) prepare promotion budget
C) develop the message
D) establish measures of results
E) select the promotion mix
37) In a push strategy, the focus is on ________.
A) the quality of an offering
B) the price of distribution
C) stimulating demand for an offering directly from the end users
D) the channel of distribution
E) making an offering more attractive than what is offered by the competitors
38) A push strategy usually relies on a combination of sales promotion and ________ directed
toward channel members.
A) virtual marketing
B) social media promotion
C) public relations
D) personal selling
E) indirect marketing
39) Brianna is a marketing manager who wants to have a strong two-way communication of
ideas with customers and she considers it very important to directly ease customer confusion and
persuade them to purchase. She does not care much about whether the cost per customer contact
will be expensive. Based on the manager’s consideration, ________ will be the most appropriate
promotional form.
A) advertising
B) sales promotion
C) viral marketing
D) personal selling
E) direct marketing
40) A marketing manager wants to build a strong relationship with the customers and to
customize messages without high costs. He understands that relationship building and message
customization would require constant updating of the database due to the reliance on CRM and
he plans to hire staff to make sure the database stays up to date. Based on the manager’s
consideration, ________ will be the most appropriate promotion mix element.
A) personal selling
B) digital and social media marketing
C) sales promotion
D) advertising
E) public relations and covert advertising
41) A marketing manager believes that unpaid communication is seen as more credible than paid
forms. Based on the manager’s consideration, ________ will be the most appropriate
promotional form.
A) public relations
B) personal selling
C) direct marketing and interactive marketing
D) advertising
E) sales promotion
42) A marketing manager wants to stimulate purchase directly through an incentive to buy, but
wants something that will work alongside other forms of promotion. Based on the manager’s
consideration, ________ will be the most appropriate promotional form.
A) public relations
B) advertising
C) personal selling
D) sales promotion
E) direct marketing and interactive marketing
43) A marketing manager wants to efficiently reach large numbers of customers in a creative
way and she is not concerned about the production costs of the medium. Based on the manager’s
consideration, ________ will be the most appropriate promotional form.
A) sales promotion
B) public relations
C) personal selling
D) advertising
E) direct marketing and interactive marketing
44) What is NOT included in the AIDA acronym?
A) interest
B) attitude
C) desire
D) attention
E) action
45) At the ________ stage of the AIDA model, marketing managers mostly use promotions to
gain awareness of the offering with the market’s innovators and early adopters.
A) attention
B) interest
C) desire
D) attitude
E) action
46) During the ________ stage of the AIDA model, promotional messages are altered so that a
customer feels they simply must have the product and can’t live without it.
A) attention
B) interest
C) desire
D) action
E) attitude
47) To encourage the ultimate purchase, marketers often rely on ________ to close the sale.
A) emails
B) salespeople
C) cold calls
D) print ads
E) social media