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Exam 16: Using Effective Promotions

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Question 1

Multiple Choice

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The primary purpose of a push strategy is to

A) push products on consumers and convince them that they need the products.
B) rush the production schedule for products and beat competitors to the market.
C) push the product down the distribution channel to retail stores.
D) push products away from traditional channels of distribution to save costs.

E) None of the above
F) All of the above

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Question 2

True/False

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When it comes to reaching global markets, evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.

A) True
B) False

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Question 3

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Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

Sales promotion programs can be used as a means to generate employee enthusiasm.

Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication.

Frontier Filmmakers advertises their movies during television shows that their target market typically watches. Frontier Filmmakers believes the best way of reaching its customers is through a ________ strategy.

Future promotional efforts will likely be

Bubbles Cola introduced Fruit Flash product line during spring break in Panama City and South Padre Island. It gave out free samples and provided free rides on Bubbles Cola trucks. Bubbles Cola was practicing event marketing.

Starlight Movies markets its DVDs and Blu-rays online. Recently, Starlight adopted a new program that offers their current customers free rentals if they encourage their friends to visit Starlight's website. What does this promotional program represent?

Social media is an easy way for customers to communicate with companies. However, it is not an easy way for companies to communicate with customers.

Unlike other promotional tools, such as advertising and personal selling, publicity is free.

A pull strategy utilizes consumer demand for a product to motivate retailers and wholesalers to actively market the product.

Virtual trade shows are not effective at promoting tangible goods; therefore they promote services rather than tangible products.

________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy.

People with an unmet need, the authority to buy, and the willingness to listen to a sales message represent a firm's

One of the benefits of advertising online is that it provides a way to link firms and customers so that they can learn more about each other.

Which of the following media enables firms to quickly change their advertising message?

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

Interactive promotion allows customers and companies to work together to create mutually beneficial exchange relationships in an ongoing dialogue.

Online advertising allows advertisers to see how many people have clicked on an advertisement and how much of it the potential customer has read or watched.