Marketing for Hospitality and Tourism, 8e, Global Edition (Kotler)
Chapter 14 Promoting Products: Public Relations and Sales Promotions
1) The best measure used in evaluating the success of public relations is to:
A) Consider its direct impact to the consumer
B) Conduct surveys of buyer awareness
C) Determine the effect on sales and profit
D) Count the number of media exposures
2) Public relations campaigns can contribute to all but which of the following objectives?
A) Build awareness
B) Stimulate the salesforce
C) Build credibility
D) Replace most other promotion costs
3) ________ covers internal and external communications and promotes understanding of the
organization:
A) Corporate communication
B) Lobbying
C) Counseling
D) News
4) Cause-related marketing is directly used to create:
A) Awareness
B) Goodwill
C) Sales
D) Satisfaction
5) ________ are certificates that offer buyers savings when they purchase specific products.
A) Coupons
B) Samples
C) Premiums
D) Flyers
6) ________ crises give warning before they occur.
A) Smoldering
B) Superficial
C) Sensitive
D) Sudden
7) Frequent guest points that hotel guests build up for repeat stays are an example of:
A) Samples
B) Point-of-purchase promotions.
C) Patronage rewards
D) Premiums
8) ________ are goods offered at a low price to encourage the purchase of other goods.
A) Samples
B) Patronage rewards
C) Premiums
D) Point-of-purchase promotions
9) All of the following are objectives of the sales promotion process EXCEPT:
A) Luring customers away from the competition
B) Enticing customers to try a new product
C) Increasing short-term sales
D) Reducing bad publicity
10) Free goods, cooperative advertising, and push money are examples of:
A) Consumer promotion
B) Sales force promotion
C) Trade promotion
D) Competitor promotion
11) Which of the following is NOT a PR technique?
A) News events
B) Publications
C) Telemarketing
D) Community relations
12) Corporate communications promotes understanding of the organization and covers:
A) Only external communication
B) Only internal communication
C) Both internal and external communication
D) Mostly external communication
13) Short-term incentives to encourage the purchase or sale of a product or service are called:
A) Media promotions
B) PR blasts
C) Sales promotions
D) Advertisements
14) Goods offered either free or at low cost as an incentive to buy a product are called:
A) Premiums
B) Promotional materials
C) Samples
D) Push money
15) All of the following are examples of possible products used in publicity efforts EXCEPT:
A) Food festival
B) New chef introduction
C) New airline route
D) Nonfat desserts
16) Advising management about public issues and company positions and image is called:
A) Media guidance
B) Counseling
C) Media selection
D) Public relations
17) Marketing PR contributes to all of the following objectives EXCEPT:
A) Stimulate channel intermediaries
B) Lower promotion costs
C) Build awareness and credibility
D) Prevent negative word of mouth
18) All of the following are possible sales promotion objectives EXCEPT:
A) Increase short-term sales
B) Build long-term market share
C) Improve product design
D) Obtain new customers
19) Besides stimulating sales of a mature product, coupons are also used to:
A) Promote new product trials
B) Edge out the competition
C) Reduce overhead
D) Enter price wars
20) ________ are cash or other rewards for regular use of a company’s products or services.
A) Promotional packages
B) Premiums
C) Push cash
D) Patronage rewards
21) Advertising and a telemarketing campaign played a major role in recovering from a natural
disaster that flooded Calgary weeks before the Calgary Stampede in 2013.
22) Publicity is typically seen as more credible because it is seen as third-part information.
23) Nazare, Portugal lost thousands of visitors as a result of climate change impacting the size of
the waves on the coast that used to attract extreme surfers.
24) PR is the most important promotional tool available to entrepreneurs and individual
properties.
25) Lobbyists’ only role is to promote new legislation and regulation.
26) In the event of a crises, a company spokesperson should make timely statements to keep the
press updated and express “no comment” or “I don’t know at this time” if the information has not
yet been clarified.
27) The town of Cheshire, UK attracted visitors by repositioning into a railway-based
destination.
28) Quantity is more important than quality when it comes to PR and publicity.
29) PR efforts are a reflection of organic and planned company activities that create newsworthy
stories.
30) In the past, it was common for the marketing function and PR function to be handled by
different departments in a firm.
31) Advertising costs are continuing to rise and audience reach is continuing to fall.
32) Corporate communications is a branch of public relations that is limited to business-to–
business publicity.
33) Tourist destinations are hospitality components relatively unaffected by negative publicity.
34) As a part of good crisis management a firm should appoint a spokesperson to ensure the
delivery of a consistent story.
35) When a crisis does occur, it is in the company’s best interest to alert the media.
36) The first step in the sales promotion process is setting the conditions for participation.
37) PR costs less than direct mail and media advertising.
38) Describe the 5 activities performed by the public relations department.
39) Define publicity. In what ways is it a popular public relations tool? How is a press release
used for publicity?
40) What are the six major steps in the public relations process?
41) What are some public relations opportunities for the hospitality industry?
42) What are sales promotions? Provide examples.