Deck 14: Promotion and Distribution

Question 1

When staging a promotional campaign, each element, as well as the entire combination, will need to be adjusted as necessary for all of the following reasons EXCEPT a(n)________.

A)continuous growth
B)additional staff member
C)marketing objectives changes
D)ineffective promotional techniques

Answer 1

B

Question 2

Which of the following is NOT a form of advertising?

A)the name of the manufacturer on a bottle of dishwashing detergent
B)the name of a local hardware store painted on a fence behind a Little League baseball field
C)the name of the owner of a trucking company on the side of one of his trucks
D)the name of the driver of a car on the side of her car with the words "Real Estate Agent"

Answer 2

A

Question 3

A company decides to offer discounts to customers on their products to help increase business. This is an example of ________.

A)advertising
B)personal selling
C)public relations
D)sales promotions

Answer 3

D

Question 4

When different members of an organization's marketing team are each allowed to develop their own unique communication with customers, this MOST often promotes ________.

A)diversity in the workplace
B)consumer confusion
C)improved employee relations
D)improved customer relations

Question 5

Promotion is designed to increase brand awareness, sales, and ________.

A)identification of target
B)brand loyalty
C)distribution
D)market share

Question 6

Jack is the leader of a team in charge of developing a new promotion for a sports drink. Which of the following represents the first step Jack and his team will MOST LIKELY take?

A)design the marketing message
B)implement the promotional campaign
C)evaluate and adjust the marketing efforts
D)identify the target market

Question 7

Which of the following is NOT a reason why companies prefer to use the same message when launching a global advertising campaign?

A)to satisfy the regulatory standards of different governments
B)to lower the cost by using the same message in a marketing campaign
C)to allow for a more globally integrated message
D)to create a more compelling message can be designed by pooling talent

Question 8

Sally's Chocolate Heaven has just produced a new mocha truffle. Just in time for Christmas purchases, the store is offering discounts on the new product at the same time that Sally has launched a series of advertisements in the local newspapers and while she's sending out a new 4-color brochure. This is an example of a(n)________.

A)personal selling
B)integrated marketing
C)niche marketing
D)direct marketing

Question 9

John Deere, the farm equipment company, directs its advertising toward farmers. This is an example of ________.

A)nonprofit advertising
B)business-to-business advertising
C)retail advertising
D)interactive advertising

Question 10

Which of the following is the final step involved in a promotional campaign?

A)identification of target market
B)determination of strategy
C)evaluation and adjustment
D)implementation and execution

Question 11

Which of the following is NOT one of the most recent trends in advertising?

A)infomercials
B)product placement
C)skywriting
D)global advertising

Question 12

When the state of Montana runs an advertising campaign inviting the public to visit "Big Sky Country," it's an example of ________.

A)comparative advertising
B)public service advertising
C)interactive advertising
D)corporate advertising

Question 13

The advertising campaign "Beef, It's What's for Dinner," is an example of ________.

A)product advertising
B)corporate advertising
C)advocacy advertising
D)business-to-business advertising

Question 14

A perfume company plans on using its products as promotional tools. Which of the following strategies might they employ to reach this goal?

A)write a press release describing the process of making the perfumes
B)give away free perfume samples
C)hire salespeople knowledgeable in the field
D)air a television commercial with a celebrity endorsement

Question 15

Building traffic, increasing brand awareness, responding to an attack by a competitor, or introducing a new product are all examples of possible ________.

A)organizational weaknesses
B)marketing objectives
C)market distribution
D)promotional tools

Question 16

Which of the following is LEAST LIKELY to be used on a product placement banner in a sports stadium to advertise a product?

A)brand name or logo
B)symbol
C)three-sentence endorsement
D)catchy short slogan

Question 17

Gail's Gears is a new company selling accessories for bicycles. Its new advertising campaign features instructions on how to assemble various accessories, including flashing lights for traffic safety, gear boxes to mount on the handlebars, and other products to attach to the seat over the back tire. This advertising campaign is an example of ________.

A)retail advertising
B)public service advertising
C)product advertising
D)interactive advertising

Question 18

After a marketing objective is defined, what should marketers do next?

A)design the marketing message
B)determine the marketing budget
C)evaluate the components of the promotion
D)identify the target market

Question 19

Members of the marketing team are MOST often involved with ________.

A)personal selling, licensing contracts, and advertising
B)advertising, human resources, and customer relations
C)distribution channels, customer relations, and information technology
D)sales promotions, public relations, and advertising

Question 20

The ________ is the strategic combination of tools used to reach targeted customers to achieve marketing objectives.

A)marketing mix
B)marketing toolbox
C)sales pitch
D)promotional mix

Question 21

Which of the following is NOT one of the common public relations tools?

A)globally integrated messages
B)controlled messages
C)publicity messages
D)semicontrolled messages

Question 22

Publicity that is made available to the mass media is an example of ________.

A)controlled messages
B)uncontrolled messages
C)globally integrated messages
D)semicontrolled messages

Question 23

The MOST popular consumer promotional tool is ________.

A)coupons
B)free samples
C)rebates
D)premiums

Question 24

When credit card companies offer programs where customers can redeem points accumulated from purchases made using the credit card, this is an example of which type of sales promotion?

A)contests and sweepstakes
B)frequent-user incentives
C)rebates
D)premiums

Question 25

What is the BEST way to get current users of a product to use it in a new way?

A)premiums
B)advertising specialties
C)free samples
D)bonuses

Question 26

The first step in the selling process is ________.

A)production
B)researching
C)prospecting
D)developing

Question 27

What is the BEST source of new leads for good salespeople?

A)trade shows
B)current customers
C)responses from target mailings
D)Web site visitors

Question 28

The task referred to as creative selling is MOST often done by ________.

A)an order taker
B)an order getter
C)support personnel
D)a sales clerk

Question 29

Which of the following actions is the LEAST likely way to make a good first impression with a potential customer?

A)meeting the prospect in a location convenient for the prospect
B)greeting the potential customer in a friendly way
C)asking the prospect a series of questions to learn about the potential customer's needs
D)putting the potential customer at ease using any means that works

Question 30

What is the last step in the personal selling process?

A)closing the sale
B)following up
C)meeting customer's needs
D)asking for referrals

Question 31

Which of the following characteristics is NOT necessary in a truly professional salesperson?

A)the ability to deliver carefully prepared presentations
B)the ability to negotiate details with skill
C)the ability to express a vast range of product facts quickly
D)being well-educated and well-trained

Question 32

Key rings, t shirts, coffee mugs, and bottle openers with the Pepsi logo printed on them that are given away free at high school sports events where Pepsi is sold are examples of ________.

A)advertising specialties
B)bonuses
C)special events
D)free samples

Question 33

Which of the following is an example of a sales promotion?

A)a perfume sample inserted in the pages of a magazine
B)a rebate offer on an ink-jet printer
C)a television spot claiming the health benefits of a new energy drink
D)a press release emphasizing the quality of workmanship of Adirondack chairs

Question 34

When an Italian printing company hires an American salesperson to visit American publishers and present the advantages of printing with this Italian company, this is an example of ________.

A)public relations
B)product advertising
C)personal selling
D)global thinking

Question 35

Which of the following is NOT an element of the promotional mix?

A)ethical hiring
B)publicity
C)advertising
D)public relations

Question 36

Annual reports are an example of ________.

A)publicity campaigns
B)controlled messages
C)globally integrated messages
D)print advertising

Question 37

________ MOST effectively represent their companies by establishing good customer relationships that foster repeat business and long-term company success.

A)Company executives
B)Salespeople
C)Public relations staff
D)Celebrities

Question 38

A free trip to Hawaii for salespeople who sell the greatest quantity of a product is an example of a ________.

A)premium
B)free sample
C)sales contest
D)trade allowance

Question 39

The phrase that BEST describes the purpose of public relations is ________.

A)to persuade potential customers to buy products
B)to create and sustain brand recognition in the eyes of the general public
C)to create and maintain a relationship between the organization and its stakeholders
D)to inform the public about the products and services offered by an organization

Question 40

An example of business-to-business sales is ________.

A)selling grocery items to grocery stores
B)selling evening gowns to Oscar award nominees
C)selling a washing machine to a theatre company
D)selling automobile insurance to a pet shop owner

Question 41

Which promotional tool BEST provides an inexpensive way to reach many customers?

A)advertising
B)public relations
C)personal selling
D)sales promotions

Question 42

Target is an example of a ________.

A)factory outlet
B)category killer
C)discount store
D)department store

Question 43

When there is only one outlet for a line of products in a given geographic area, this is called ________.

A)exclusive distribution
B)selective distribution
C)intensive distribution
D)limited distribution

Question 44

Wholesalers buy and resell products to all of the following EXCEPT ________.

A)wholesalers
B)individual consumers
C)retailers
D)industrial users

Question 45

Which of the following is NOT one of the four main options in the promotional mix?

A)personal selling
B)branding
C)advertising
D)public relations

Question 46

Which of the following statements about advertising in glossy magazines is TRUE?

A)Advertising in glossy magazines is a good short-term tactical tool.
B)Advertising in glossy magazines communicates complex products easily and efficiently.
C)Advertising in glossy magazines reaches a higher market segmentation.
D)Advertising in glossy magazines has little competition for attention.

Question 47

Trade shows and conventions, cooperative advertising, sales contests, quantity discounts, and free merchandise are ________ tools.

A)trade sales promotional
B)marketing
C)consumer sales promotion
D)public relations

Question 48

In supply-chain management, the logistics of obtaining all the necessary inputs, such as raw materials and supplies, that go into a production process is called ________.

A)inbound logistics
B)materials handling
C)outbound logistics
D)reverse logistics

Question 49

Manufacturers' agents are MOST LIKELY used in such lines as ________.

A)apparel, furniture, and electrical goods
B)printing equipment, appliances, and heavy machinery
C)coal, chemicals, and metals
D)grocery items, drug store items, and salon supplies

Question 50

Soft-drink trucks that deliver to supermarkets and restaurants are truck wholesalers that perform primarily a(n)________ function.

A)warehouse-and-deliver
B)sell-and-deliver
C)risk-bearing-and-warehouse
D)order-and-deliver

Question 51

Wholesalers are intermediaries that do NOT resell products to ________.

A)industrial users
B)final consumers
C)retailers
D)wholesalers

Question 52

Zenith has introduced a flat-screen television and is training salespeople in a limited number of stores where this new model will be sold. This is called ________.

A)limited distribution
B)exclusive distribution
C)selective distribution
D)intensive distribution

Question 53

When selling convenience goods such as tobacco, newspapers, chewing gum, and potato chips to convenience stores, companies often decide to sell through all available outlets. This is ________.

A)selective distribution
B)intensive distribution
C)broad-based distribution
D)exclusive distribution

Question 54

eBay, which never owns the various items it sells, can be considered ________.

A)a retailer
B)an agent/broker
C)a distribution channel
D)an outlet

Question 55

What type of wholesaler operates mainly in bulk industries like lumber, coal, and heavy equipment?

A)rack jobbers
B)truck wholesalers
C)drop shippers
D)cash-and-carry wholesalers

Question 56

L.L. Bean and Lands' End are examples of businesses that sell products through catalogs and bypass intermediaries. This method of selling is called ________.

A)direct selling
B)direct marketing
C)convenient shopping
D)retailing

Question 57

Terry North represents a Dutch manufacturer of equipment for the production of chocolate candy bars. He is a(n)________ agent.

A)selling
B)purchasing
C)manufacturing
D)industrial

Question 58

When wholesalers take title to merchandise and bear the costs of theft, damage, spoilage, and obsolescence, they are providing ________ to retailers.

A)management service
B)risk bearing service
C)warehousing
D)financing

Question 59

Which of the following is NOT a common type of agent?

A)manufacturers' agent
B)distributors' agent
C)selling agent
D)purchasing agent

Question 60

________ determine what number of intermediaries will be required to achieve the greatest level of efficiency.

A)Marketing demands
B)Competitive markets
C)Manufacturers
D)Retail salespeople

Question 61

Since fewer and fewer people read magazines, advertising in magazines is considered more of a risk because of the high cost and the fact that advertisements will appear with those of competitors.

Question 62

One of the disadvantages of Internet advertising is that it is difficult to measure how many people see the advertisement.

Question 63

Personal selling is preferred over advertising when selling a technically complex product.

Question 64

Warehousing is critical for ________.

A)intensive distribution
B)materials handling
C)direct selling
D)customer service

Question 65

One of the goals of public relations campaigns is to correct misperceptions the public may have about the organization.

Question 66

________ is the MOST expensive distribution cost.

A)Packing
B)Warehousing
C)Transportation
D)Accounting

Question 67

What is MOST often the lowest cost transportation mode?

A)railroads
B)waterways
C)trucks
D)airways

Question 68

Grocery store advertising is one of the largest marketing segments in the economy.

Question 69

Although domestic market segmentation is effective, customized advertising campaigns to global markets are not segmented because marketers realize they do not work better.

Question 70

The marketing objective or goal of all businesses is to increase profits; therefore, the goal of all promotional campaigns is the same.

Question 71

The marketing staff is MOST often the first contact point for many customers.

Question 72

Companies that sell products such as laundry detergents and dishwashing liquids do not spend a lot on advertising because there are such strong brand loyalties that it would be a waste of their corporate dollars.

Question 73

Advertising is important in the maturity stage of a business because it helps build mass brand awareness and brand association.

Question 74

Some salespeople are the top earners of their companies.

Question 75

When companies give back to the community through donations or scholarship programs, it not only cost them money, but if often brings money into the company as well.

Question 76

Publicity is information about an individual, organization, or product transmitted through mass media at minimal charge.

Question 77

Public relations is not in charge of damage control.

Question 78

Which transportation mode MOST often has the highest accessibility to markets?

A)railroads
B)waterways
C)trucks
D)airways

Question 79

Most products have to be customized to satisfy foreign customers.

Question 80

Advertising is paid, impersonal mass communication from an identified sponsor to persuade or influence a targeted audience.