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154) All products go through a product life cycle of ________ stages: ________.
A) two; new and improved
B) two; growth and decline
C) three; new, improved, and obsolete
D) four; awareness, interest, trial, and adoption
E) four; introduction, growth, maturity, and decline
155) "To inform" is the promotional objective of which stage of the product life cycle?
A) early growth
B) growth
C) accelerated development
D) maturity
E) introduction
156) "To persuade" is the promotional objective of which stage of the product life cycle?
A) early growth
B) growth
C) accelerated development
D) maturity
E) introduction
157) "To remind" is the promotional objective of which stage of the product life cycle?
A) early growth
B) growth
C) accelerated development
D) maturity
E) introduction
158) "To phase out" is the promotional objective of which stage of the product life cycle?
A) decline
B) growth
C) remind
D) maturity
E) introduction
159) The promotional objective of the introduction stage of the product life cycle is to ________
consumers in order to increase their level of awareness of the product offering.
A) inform
B) persuade
C) appeal to
D) remind
E) sway
160) A new prescription drug on the market helps reduce common allergy symptoms. Ads for the
medicine in magazines and in medical journals would be primarily used to
A) remind customers that such a product exists.
B) increase the level of customer awareness and interest for the product.
C) differentiate the product from all other allergy medications.
D) support a product penetration pricing strategy.
E) help in harvesting the product.
161) The promotional objective of the growth stage of the product life cycle is to ________
consumers in what is often an intensely competitive environment.
A) inform
B) remind
C) update
D) persuade
E) sway
162) Which promotional element would you most likely use during the growth stage of the
product life cycle to solidify channels of distribution?
A) advertising
B) sales promotion
C) publicity
D) personal selling
E) direct marketing
163) Albert Searchware is a type of search engine used at company websites to handle customer
questions. The firm is trying to determine what promotional strategy should be employed with its
flagship product. It has determined that search engine software is in the growth stage of its
product life cycle. Which of the following options should it employ?
A) devote 40 percent of the promotional budget to a sales promotion that supplies the public with
demonstration CDs to prove the merits of its software
B) spend 30 percent of the budget in the effort to generate publicity for its software
C) use the majority of its promotional budget on advertising that focuses on brand differences
D) use a balanced budget and spend equally for each of the four promotional choices in an
attempt to even out sales growth
E) encourage its tech support staff to emphasize the superiority of its software and its after-sale
support
164) The promotional objective of the maturity stage of the product life cycle is to
A) inform.
B) persuade.
C) remind.
D) sway.
E) convince.
165) At which stage in the product life cycle are discounts and coupons offered to both
consumers and intermediaries to maintain loyal buyers?
A) introduction
B) growth
C) accelerated development
D) maturity
E) decline
166) An unsatisfied customer who switches brands is hard to replace. Which stage of the product
life cycle is focused on maintaining loyal buyers?
A) introduction
B) maturity
C) growth
D) relationship development
E) decline
167) The promotional objective of the decline stage of the product life cycle is to
A) inform.
B) persuade.
C) compare.
D) remind.
E) phase out.
168) During which stage of the product life cycle does the marketer spend little money in the
promotional mix?
A) decline
B) maturity
C) growth
D) introduction
E) reminder
Figure 15-4
169) Channel A in Figure 15-4 above represents which type of promotional channel strategy?
A) direct
B) indirect
C) push
D) pull
E) vertical
170) Channel B in Figure 15-4 above represents which type of promotional channel strategy?
A) direct
B) indirect
C) push
D) pull
E) vertical
171) 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.
172) When a manufacturer directs the promotional mix to channel members to gain their
cooperation in ordering and stocking the product, it is using ________ strategy.
A) a push
B) a pull
C) an inertia
D) an exclusivity
E) a logistics
173) 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
174) Directing the promotional mix at ultimate consumers to encourage them to ask retailers for
the product is referred to as
A) a push strategy.
B) an intense strategy.
C) an inertia strategy.
D) an exclusivity strategy.
E) a pull strategy.
175) 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.
176) 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
177) 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 ________ strategy.
A) an integrated
B) a pull
C) a push
D) an inertia
E) an exclusive
Figure 15-5
178) The promotion decision process is divided into three phases. In Figure 15-5 above, Box A
refers to the ________ phase.
A) planning
B) forecasting
C) evaluation
D) realization
E) implementation
179) The promotion decision process is divided into three phases. In Figure 15-5 above, B refers
to the ________ phase.
A) scheduling
B) development
C) implementation
D) evaluation
E) planning
180) The promotion decision process is divided into three phases. In Figure 15-5 above, C refers
to the ________ phase.
A) planning
B) implementation
C) forecasting
D) discharge
E) evaluation
181) 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
182) 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.
183) Which of the following tasks is completed during the planning phase of an IMC program?
A) set the budget
B) pretest the promotion
C) state the mission
D) identify possible advertising or promotional firms
E) carry out the promotion
184) During the implementation phase of an IMC program, a firm will ________ and carry out
the promotion.
A) posttest the promotion
B) design the promotion
C) state the mission
D) identify possible advertising or promotional firms
E) pretest the promotion
185) During the implementation phase of an IMC program, a firm will pretest the promotion and
A) posttest the promotion.
B) design the promotion.
C) state the mission.
D) carry out the promotion.
E) identify possible advertising or promotional firms.
186) 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
187) The ________ is defined as the group of prospective buyers toward which a promotion
program is directed.
A) directed audience
B) intended audience
C) promotion audience
D) selling audience
E) target audience
188) Promotional programs are specifically directed toward a group of prospective buyers, or
A) a source.
B) a diffuser.
C) an encoder.
D) a target audience.
E) a particular media.
189) 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.
190) For a promotional campaign, the hierarchy of effects refers to the stages a prospective buyer
goes through, which include
A) inform, persuade, and remind.
B) interest, adoption, and brand loyalty.
C) cognition, affect, and behavior.
D) awareness, interest, evaluation, trial, and adoption.
E) seeing, trying, buying, and repurchase.
