Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
106. While the Greedy Corporation legally harvests trees in national forests, this activity is
particularly unpopular with environmentalists and tourists. The best strategy to respond to this
criticism is to ignore the complaints or views of the public and design an aggressive ad campaign
emphasizing the jobs and economic benefits created by their logging operations.
107. Maryland Chemical demands complete control over any message communicated to the
public regarding their products. The most efficient element of the promotion mix to achieve their
desired control is publicity.
108. Sales promotion involves the long-term strategies firms use to enhance their image by
listening to the public.
109. Sales promotion programs can be used as a means to generate employee enthusiasm.
110. Coupons, contests, and sampling are examples of sales promotion activities.
111. Internal sales promotion programs are targeted to reach the firm's internal auditors as well
as external customers.
112. Internal sales promotion efforts include training for salespeople and participation at trade
shows where salespeople can meet potential customers.
113. Internal sales promotion efforts target salespeople and employees that handle customer
complaints.
114. The use of coupons and sales contests represent internal public relations and sampling
activities.
115. The most effective sales promotion programs target customers, rather than employees
and marketing intermediaries.
116. Trade shows represent sales promotion programs designed to create product enthusiasm
from distributors and dealers.
117. Virtual trade shows are not effective at promoting tangible goods; therefore they promote
services rather than tangible products.
118. It's just as important to generate employee enthusiasm about a product as it is to attract
potential customers.
119. Sampling represents a quick and effective way to demonstrate a product's superiority at
the time when consumers are making a purchase decision.
120. Because customers eventually lose interest, businesses achieve the best results when
they use sales promotion activities on a limited and irregular basis.
121. Effective sales promotion efforts focus exclusively on external audiences such as dealers
and consumers, since they ultimately decide the fate of a product.
122. Sales promotion efforts such as trade shows aimed at distributors and dealers are
intended to generate their enthusiasm for a firm's products.
123. As a salesperson for an electrical contractor, Greg is included as part of the target
audience for sales promotions from his own company.
124. When Pepsi introduced its SoBe product line during spring break in Panama City, Florida
and South Padre Island, Texas, it gave out free samples and provided free rides on Pepsi trucks.
Pepsi was practicing event marketing.
125. Anything that encourages people to talk favorably about an organization may be effective
word-of-mouth promotion.
126. Viral marketing describes everything from paying people to say positive things online to
schemes where consumers get commissions for directing friends to specific websites.
127. The popularity of the Internet has severely reduced the importance and effectiveness of
word-of-mouth promotion.
128. Multilevel selling schemes that reward consumers for directing other consumers to
specific websites represent an example of viral marketing.
129. A testimonial represents communication from a customer that praises a firm's products.
130. While testimonials effectively promote products to new customers, they are not effective
in reaching existing customers.
131. Social media offers opportunities for positive and negative word-of-mouth promotion.
132. Any word-of-mouth promotion that puts a company's product in the public's attention is
good promotion.
133. There are millions of blogs online today but the number of well-maintained blogs seems
be decreasing steadily.
134. Podcasting is a means of distributing audio and video programs but these programs can
only be seen and heard using mobile technology.
135. The popularity of the Internet enables companies to decrease their emphasis on
traditional promotional tools such as TV advertising.
136. New technology allows marketers to promote products to consumers through smartphones
using text alerts.
137. Even though advances in mobile media present some interesting opportunities, marketers
expect that traditional promotions such as TV advertising will dominate promotional efforts over
the long term.
138. In the evaluation of the promotion, it's best to establish a promotional strategy that can
reach multiple targets rather than developing a separate promotion mix for each target group.
139. Personal selling provides the most efficient element of the promotion mix for a firm
attempting to reach a large, homogeneous group of consumers.
140. In evaluating the promotion mix, it's fair to say that large organizations are best reached
through personal selling.
141. A pull strategy utilizes consumer demand for a product to motivate retailers and
wholesalers to actively market the product.
142. Push strategies target consumers with sales promotion and heavy discounting that are
designed to create a strong demand for the product.
143. The objective of a push promotional strategy is to move a product through a distribution
channel by offering incentives to wholesalers and retailers to stock and sell the merchandise.
144. While word of mouth represents an effective promotional tool, the need for face-to-face
communication limits its usefulness.
145. A recent study reveals that regardless of the product or target market, mobile media is
not a promotion mix tool that works efficiently.
146. To execute an effective promotional strategy, firms are required to choose between a
push strategy and a pull strategy.
147. According to the
Adapting to Change
box, companies can always control what is said
about them online.
148. Motivated by the disrespectful treatment he received at a department store, Karnell
shared his bad experience on Yelp. He encouraged others to follow his lead and not patronize
that store. Karnell's statements represent negative word of mouth.
149. Best Pick, a home electronics superstore, knows the value of reassuring their current
customers that they made the right choice when they decided to give Best Pick their business.
Testimonials would be an effective promotional activity to confirm the purchase decisions of Best
Pick's customers.
150. Payola Promotions has offered to give Lisa free tickets to a concert it is promoting in
return for Lisa's agreement to share her positive experience with others on Facebook. The
concert tickets Lisa receives represent "swag."
151. MuscleUp promotes its liquid protein drink directly to consumers through television ads,
infomercials, and newspaper coupons. The company is making use of a push strategy to reach
their customers.
152. Nordic Track utilizes newspaper and TV ads designed to motivate potential buyers to
seek out their product. This represents a push promotional strategy.
153. Advertising the newest
Hunger Games
movie during
Saturday Night Live
on TV is an
example of a pull strategy being used by the film's producers.
154. The goal of __________ is to inform and remind people in a target market about specific
products, eventually persuading them to participate in an exchange.
155. The combination of advertising, personal selling, public relations, and sales promotion
activities traditionally used by an organization represents its:
