Chapter 16 4 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

245. (p. 444, figure 16.8) Which of the following is a consumer sales promotion activity?

D. direct mail

246. (p. 443, figure 16.7) Which of the following is a B2B sales promotion activity?

A. contests

247. (p. 444) To generate enthusiasm about a good or service, sales promotion:

D. has declined in importance because of time and cost limitations.

248. (p. 443-444; figure 16.8) 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.

249. (p. 444, figure 16.8) 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:

250. (p. 444) Which of the following statements is most accurate?

D. The goal of sales promotion activities is to create consumer awareness.

251. (p. 445) ___________ encourages people to tell other people about goods or services they have enjoyed.

A. Personal selling

252. (p. 446) The free tickets, backstage passes and merchandise firms give to people who agree to hype products

through Internet chat rooms are called:

D. cookies.

253. (p. 446) __________ refers to such tactics as paying people to say good things about a product on the Internet

or setting up multilevel selling schemes that reward people for directing their friends to a company’s website.

A. Virtual inducement

254. (p. 446) A _________ is a letter from a customer praising a firm’s product.

D. virtual endorsement

255. (p. 446) An online diary that looks like a Web page but is easier to create and update is called a(n):

A. e-diary.

256. (p. 447) The distribution method for audio and video programs via the Internet that lets users subscribe to a

number of files or feeds is called a:

D. filecast.

257. (p. 448) Successful firms realize that each target group requires:

D. customized legislation and training.

258. (p. 448-449) The strategy of directing advertising and sales promotion toward consumers to stimulate them to

request the products from their local retailers is called a:

D. product placement strategy.

259. (p. 448) The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise

represents a:

A. pull strategy.

260. (p. 445) Miss Kitty’s Chocolate Corral is located in an out-of-the-way small shopping center. However, the

company enjoys outstanding business because satisfied customers share their delightful experiences at Miss

Kitty’s with their friends and relatives. Miss Kitty’s apparently benefits from positive:

D. public relations.

261. (p. 446) Woodson Productions gives young adults free tickets to concerts it promotes if they agree to go into

an Internet chat room and share their positive experience. The free tickets Woodson provides represent:

A. a push strategy.

262. (p. 447) Independent producers can create self-published syndicated “radio shows” using:

A. webcasting.

263. (p. 448-449) Companies that adopt a pull strategy target their promotional efforts toward:

D. manufacturers.

264. (p. 448-449) The primary purpose of a pull strategy is to:

D. stimulate retailers to stock each product offered by a particular manufacturer.

265. (p. 448) The primary purpose of a push strategy is to:

A. push products on consumers and convince them that they need the products.

266. (p. 449) Firms utilizing a total systems approach to marketing design their promotional mix to meet the needs

of:

D. the general public.

267. (p. 449) The total systems approach to marketing emphasizes communication with which of the following

groups?

D. competitors

268. (p. 448-449) Movie producers advertising their new films on TV or the newspaper are utilizing a: ________

strategy.

D. word-of-mouth

269. (p. 445) 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:

D. viral promotion.

270. (p. 445) Registration in Professor McNick’s classes reaches maximum enrollment quickly. Students register

immediately online just to insure their seat in her class. One student summed it up, “Everyone’s heard she is the

best teacher on campus.” Professor McNick’s classes benefit from:

A. viral publicity.

271. (p. 445-446) After receiving poor service from her car insurance company, Wendy made her complaints public

by placing them on the Internet. This illustrates:

A. negative advertising.

272. (p. 446) Mo’s Movies markets DVD movies via the Internet. The company recently adopted a new program

that offers their current customers free DVDs if they encourage their friends to visit Moe’s Movies website. This

promotional program represents:

D. virtual inducement.

273. (p. 446) Budliter has a new ad campaign for its product. In an effort to determine whether consumers like the

ad and characters it created, Budliter is monitoring __________, or online diaries for mention of their

campaign.

A. podcasts

274. (p. 448) The Maryland Department of Travel and Tourism promotes tourism in the state by sending travel

agents and bus tour companies information about the state’s many attractions. The hope is that by stimulating

interest in tour and travel agents, they will in turn encourage their customers to visit Maryland. This example

represents a ________ promotional strategy.

D. product placement

275. (p. 448-449) CarGo uses its Web page to target car parts stores and car owners and tell them of the benefits of

using their long lasting spark plugs. CarGo apparently uses the Internet:

A. for its push strategy.

276. (p. 448-449) Wee Be Irish produces authentic Irish gifts and clothing. Wee Be Irish uses a good deal of

television advertising and sales promotion activities to attract consumers to retail shops in search of its brand.

Wee Be Irish utilizes a ________ strategy:

A. systems

277. (p. 449) The total systems approach to marketing suggests that:

A. there are no problems, only opportunities.

278. Identify the advantages and disadvantages of newspaper and TV as media to carry your firm’s promotional

message. Which of the two receives the most advertising revenues?

279. Explain how publicity differs from advertising. What are the advantages and disadvantages of publicity in

a firm’s promotion strategy?

280. Explain the steps in the personal selling process. How does B2B personal selling differ from B2C personal

selling?

281. Your company has developed a new kind of nutritious snack food and you are part of a team created to

develop the promotion mix for the new product. Your specific task on this team is to determine the sales

promotion activities of the promotion mix. Identify and describe several possible sales promotion activities the

firm could use to promote the new snack food.

282. You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug

produced by the New England Pharmaceutical Corporation. Outline the highlights of both (a) a pull strategy and

(b) a push strategy.

283. Explain the difference between viral marketing, blogging and podcasting.

284. (p. 432) Before they look at specific promotional tools, Melody and Tom agree that they want a promotion

mix that is both comprehensive and unified. They want to use all of the promotional tools at their disposal to

create a consistent message that promotes a favorable product image. Melody and Tom want to implement a(n):

D. stakeholder response communication system.

285. (p. 435) Due to the unique nature of this product, Tom and Melody have decided to develop a half-hour TV

program to demonstrate the benefits of the MuscleMaster. It is hoped that this __________ will provide a great

start in the market.

A. interactive TV ad

286. (p. 488) Tom and Melody are considering the extensive use of ads in fitness magazines and a direct mail

campaign targeted at people who have bought other products made by Xer-Wise. Since these messages are

geared to customers, it is clear that Tom and Melody want to implement a _________ strategy.

D. stretch

287. (p. 443) Tom and Melody have decided to work together to write a news release that describes the benefits of

MuscleMaster and cites the rave reviews of the fitness experts who have already tried the equipment. They

intend to send the release to a list of columnists who write in fitness magazines or have health and fitness

columns in newspapers, hoping that some of these writers will include information about the MuscleMaster in

their articles. Tom and Melody hope to utilize:

D. swag promotion.

288. (p. 446) Xer-Wise markets and promotes its products to consumers over the Internet. Melody and Tom are

considering a more aggressive approach to generate enthusiasm for the MuscleMaster over the Internet. They

have discussed offering young adults free T-shirts and special discounts on Xer-Wise equipment if they will

agree to hype the benefits of the MuscleMaster in Internet chat rooms. They are even considering setting up a

program in which customers get commissions for directing friends to the Xer-Wise website. If they adopt these

strategies, Tom and Melody would be utilizing:

D. extended reach marketing.

c16 Summary