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KEYWORDS:
Bloom's: Application
53. To gain maximum benefit from promotional efforts, marketers must strive to
a.
become directly involved rather than indirectly involved.
b.
obtain information about the marketing environment through their MIS.
c.
realize the needs of their target market and try to meet them.
d.
properly plan, implement, coordinate, and control communications.
e.
use promotion during the growth stage of the product's life cycle.
54. Often when a company introduces a new product or line extension, its promotion will focus on ____ in order to initiate
the product-adoption process.
a.
creating awareness
b.
stimulating demand
c.
retaining loyal customers
d.
combating competitive promotional efforts
e.
identifying prospects
55. By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association
attempted to stimulate
a.
primary demand.
b.
secondary demand.
c.
competition.
d.
comparison of orange juices.
e.
demand elasticity.
56. Primary demand is defined as
a.
demand for a product category.
b.
demand for a new product.
c.
consumer awareness of a product category.
d.
stimulating demand for any products.
e.
demand for a particular brand.
57. When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have
been?
a.
Selective demand
b.
Pioneer promotion
c.
Comparative promotion
d.
Primary demand promotion
e.
Retention promotion
58. Which of the following types of promotion informs potential customers about a product and what it is?
a.
Reminder
b.
Competitive
c.
Comparative
d.
Pioneer
e.
Repetitive
59. Rob is working on the promotional plan for a new bicycle helmet that has added technology to sense when a bicycler
has fallen and had a head injury. The technology then releases an audible signal that will help others know that there is an
injury which needs treatment. This is considered to be a new product that is in the introduction stage of the product life
cycle. Which type of promotion should Rob focus on?
a.
Reminder
b.
Competitive
c.
Comparative
d.
Pioneer
e.
Repetitive
60. Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.
a.
maturity
b.
decline
c.
growth
d.
introduction
e.
regression
61. When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an
attempt to build ____ demand.
a.
primary
b.
secondary
c.
selective
d.
economic
e.
competitive
62. Selective demand is demand for a
a.
general type of product.
b.
particular brand.
c.
new product.
d.
competitor's product.
e.
service.
63. When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build
a.
primary demand.
b.
pioneer promotion.
c.
prospects.
d.
brand awareness.
e.
selective demand.
64. Retro64 distributes free downloadable versions of its computer games for a very short time. These efforts have a
primary promotional objective of
a.
encouraging product trial.
b.
stimulating demand.
c.
identifying prospects.
d.
creating awareness.
e.
reducing sales fluctuations.
65. Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to
a.
stimulate demand.
b.
encourage product trial.
c.
create awareness.
d.
combat competitive promotional efforts.
e.
retain loyal customers.
66. Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and receive a free video
with more information about its products. This promotional effort is directed at
a.
creating awareness.
b.
encouraging product trial.
c.
identifying prospects.
d.
stimulating demand.
e.
retaining loyal customers.
67. A direct-response information form found in a magazine advertisement that allows customers to send for more
information has a primary objective of
a.
encouraging product trial.
b.
retaining loyal customers.
c.
stimulating demand.
d.
creating awareness.
e.
identifying prospects.
68. The cost of ____ is usually substantially lower than the cost of ____.
a.
stimulating primary demand; stimulating selective demand
b.
identifying prospects; encouraging product trial
c.
retaining existing customers; acquiring new customers
d.
comparative advertising; pioneer promotion
e.
personal selling; public relations
69. Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and
provides various discounts throughout the year. The primary promotional objective of programs such as this is
a.
encouraging product trial.
b.
retaining existing customers.
c.
stimulating demand.
d.
combating competitive promotional offers.
e.
reducing sales fluctuations.
70. When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new
product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to
a.
facilitate reseller support.
b.
reduce sales fluctuations.
c.
combat competitive promotional efforts.
d.
encourage product trial.
e.
retain loyal customers.
71. Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of
a.
stimulating demand.
b.
reducing sales fluctuations.
c.
combating competitive promotional efforts.
d.
facilitating reseller support.
e.
retaining loyal customers.
72. Which of the following is the best example of the promotional objective of combating competitive promotional
efforts?
a.
Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish soaps.
b.
Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares.
c.
The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef.
d.
After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing
capacity of its Dodge trucks.
e.
Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its
brand name and automotive offerings.
73. Which of the following industries is most likely to employ combative promotional efforts?
a.
Fast food
b.
Computer laptops
c.
Tax-preparation services
d.
Universities
e.
Automotive
74. Factors such as climate, seasons, and holidays tend to lead to the promotional objective of
a.
combating competitive promotional offers.
b.
facilitating reseller support.
c.
encouraging product trial.
d.
retaining loyal customers.
e.
reducing sales fluctuations.
75. Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot
tubs in March, are examples of which of the following uses of promotion?
a.
Retaining loyal customers
b.
Promoting new product uses
c.
Making salespeople more effective
d.
Stimulating primary demand
e.
Reducing sales fluctuations
76. A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot
with a cinnamon stick. In this instance, Mott's is using promotion to
a.
stimulate primary demand.
b.
offset competitors' promotional efforts.
c.
facilitate reseller support.
d.
retain loyal customers.
e.
reduce sales fluctuations.
77. An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to
a.
combat competitive promotional efforts.
b.
stimulate demand.
c.
reduce sales fluctuations.
d.
encourage product trial.
e.
retain loyal customers.
78. Advertising, personal selling, sales promotion, and public relations are called
a.
promotion mix ingredients.
b.
marketing mix components.
c.
characteristics of a product.
d.
advertising tools.
e.
nonpersonal communication.
79. Kyle is preparing the promotional plan for Jansport backpacks in early May. This promotion will be executed in the
month of August and will be a paid form of nonpersonal communication. It will be communicated to a target audience
through a mass medium. Kyle is using the ___ form of promotion.
a.
advertising.
b.
public relations.
c.
sales promotion.
d.
personal selling.
e.
social media.
80. Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which
promotion mix ingredient?
a.
Advertising
b.
Public relations
c.
Sales management
d.
Sales promotion
e.
Personal selling
81. _______ offers the potential benefits of cost efficiency, repetition, and adding product value, while _____ is one of its
disadvantages.
a.
Public relations; uncontrollability
b.
Advertising; slow feedback
c.
Personal selling; cost
d.
Sales promotion; slow feedback
e.
Advertising; media cost
82. One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often
required.
a.
personal selling
b.
advertising
c.
public relations
d.
sales promotion
e.
packaging
83. Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange
situation is
a.
personal promotion.
b.
advertising.
c.
personal selling.
d.
public relations.
e.
individual promotion.
84. Michael is planning a promotional program for AirFam. AirFam is a supplier of new energy-saving engines used to
produce air conditioners. His company needs to promote these engines to manufacturers of air conditioners, so he is most
likely to use ___, because it provides immediate feedback. The disadvantage is that it is _____ than advertising to reach
one customer.
a.
sales promotion; more costly
b.
direct marketing; less effective
c.
sales promotion; less effective
d.
personal selling; more costly
e.
personal selling; less effective
85. Kinesic communication is an element in which type of promotional method?
a.
Advertising
b.
Public relations
c.
Personal selling
d.
Packaging
e.
Sales promotion
86. Head nodding, winking, hand gestures, and arm motions are all forms of ____ communication.
a.
kinesic
b.
spacing
c.
proxemic
d.
touching
e.
tactile
87. As they walk to the car, Erin tells her sales representative, Joachin, that they may need to modify the price structure
they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted
him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ____ communication to
Joachin.
a.
tactile
b.
proxemic
c.
kinesic
d.
verbal
e.
signal
88. When a salesperson varies the physical distance between himself and a customer he is using
a.
kinesic communication.
b.
personal selling.
c.
tactile communication.
d.
comfort relations.
e.
proxemic communication.
89. Brandon walks around behind purchasing agent Shannon as she looks at the pamphlet describing Hyster's new
conveyer system. Shannon stands up and walks to a table on the other side of her office. Brandon follows, but he does not
understand the ____ communication Shannon is sending.
a.
tactile
b.
proxemic
c.
kinesic
d.
verbal
e.
promotional
90. As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by and explain her firm's new line
of industrial fasteners. A handshake, which is best described as a form of _____ communication, concludes the session.
a.
personal
b.
sales promotion
c.
tactile
d.
proxemic
e.
non-verbal communication
91. A common form of tactile communication in U.S. business activities is
a.
hugging.
b.
kissing.
c.
handshaking.
d.
eye contact.
e.
head nodding.
92. ____ is a broad set of communication efforts used to create and maintain favorable relationships between a company
and its stakeholders.
a.
Stakeholder management
b.
Personal selling
c.
Integrated marketing communications
d.
Sales promotion
e.
Public relations
93. Communication through the use of brochures, annual reports, event sponsorships, and news stores is referred to as
a.
advertising.
b.
personal selling.
c.
sales promotion.
d.
publicity.
e.
public relations.
94. The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and
improved products. This is an example of
a.
sales promotion.
b.
direct marketing.
c.
personal selling.
d.
publicity.
e.
social media.
95. All of the following are examples of publicity-based public relations tools except
a.
press conferences.
b.
feature articles.
c.
news releases.
d.
annual reports.
e.
news stories.
96. Public relations
a.
should be used mostly to counteract any competitive promotions or negative publicity.
b.
is an element of promotion that should be handled on a continuous basis.
c.
should be used solely to respond to emergencies that could significantly damage the company's reputation.
d.
is paid communication that helps enhance a company's image by highlighting its philanthropic efforts.
e.
is generally not given much weight because the information is generated by the company itself.
97. An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is
a.
advertising.
b.
personal selling.
c.
public relations.
d.
sales promotion.
e.
packaging.
98. Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example
illustrates Albott’s use of which one of the following elements of the promotion mix?
a.
Packaging
b.
Personal selling
c.
Sales promotion
d.
Public relations
e.
Telemarketing
99. When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to
assemble a set of properties to win prizes, McDonald's is utilizing
a.
sales promotion.
b.
advertising.
c.
guerilla marketing.
d.
personal selling.
e.
public relations.
100. Marketers of highly seasonal products tend to have more irregular use of
a.
advertising.
b.
sales promotion.
c.
public relations.
d.
personal selling.
e.
marketing.
101. Hunt's decided to put a much larger share of its promotion budget into ____ because of the heavy reliance it will be
placing on coupons in the second quarter.
a.
advertising
b.
sales promotion
c.
public relations
d.
telemarketing
e.
personal selling
102. Subway is conducting a contest in which customers are asked to name a new sandwich. The winner gets a free
sandwich each day for one year and an appearance in one of the company’s TV commercials. This contest illustrates
Subway's use of the ____ elements of the promotion mix.
a.
Advertising
b.
Personal selling
c.
Sales promotion
d.
Public relations
e.
Telemarketing
103. A consumer contest is an example of
a.
personal selling.
b.
sales promotion.
c.
social media.
d.
indirect selling.
e.
public relations.
104. Latisha works for a promotional consultant who develops sweepstakes, games, coupons, and rebate plans for various
marketers. Latisha is developing which of the following?
a.
advertising techniques.
b.
sales promotion techniques.
c.
publicity examples.
d.
personal selling techniques.
e.
direct marketing techniques.
105. Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on
a.
advertising.
b.
publicity.
c.
sales promotions.
d.
personal selling.
e.
distributor incentives.
106. Which of the following target market characteristics are most important to consider before determining the promotion
mix ingredients?
a.
The size, geographic distribution, and demographic characteristics
b.
The cultural diversity and population size
c.
The age, sex, religion, and race characteristics
d.
Existing product adoption categories
e.
Existing levels of price consciousness
107. If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to
rely on personal selling as its main promotional tool?
a.
People are more likely to believe a human being than a print ad.
b.
TV and radio ads are not feasible for smaller companies.
c.
It can achieve more sales through business customers than through individual consumers.
d.
It is easier to measure a salesperson's effects on sales than advertising's effects on sales.
e.
The firm is charging a higher price to cover the expensive salaries of its salespeople.
108. Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on
a.
advertising.
b.
word-of-mouth communication.
c.
public relations.
d.
sales promotion.
e.
personal selling.
109. The Dyson Company, manufacturer of high-priced vacuum cleaners, has developed a promotional program with both
push and pull policies. Dyson only sells its products through retailers who carry high-end household electronics items. For
the push policy, Dyson will most likely use ____________; for the pull policy, Dyson will use ___________.
a.
Personal selling done by the retailer; rebates to the customer.
b.
A bonus to the retailer for every Dyson vacuum sold; personal selling done by the retailer’s employees.
c.
Advertising and personal selling; rebates to the customer.
d.
Sales promotion; personal selling done by the retailer’s employees.
e.
Direct marketing; discounts to the retailer.
110. The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage?
a.
Introduction
b.
Decline
c.
Maturity
d.
Growth
e.
Plateau
111. If the push policy is used in promoting a product, the firm
a.
promotes directly to consumers.
b.
promotes only to the next marketing institution down the marketing channel.
c.
promotes the product to wholesalers only.
