Question 1

The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a:

Accepted Answer

A pull strategy aims to create demand among consumers so that they request the product from their local retailers. This is typically done through advertising and sales promotions that are directed towards individual consumers. In contrast, a push strategy aims to push products into the retail channel through aggressive sales and promotional tactics aimed at the retailer or distributor. Product placement strategies are focused on ensuring that a product is visible in the right context (e.g. in a movie or TV show) and segmentation strategies are focused on identifying groups of consumers with unique needs and targeting them with specific marketing messages.

Question 2

Recently,Algonquin Books partnered with Barnes & Noble to offer a unique _________.If you purchase one of 12 paperback books published by Algonquin,you can choose one of 12 e-Books for $3 a much lower price than a regular e-Book).The goal is to increase traffic in bookstores.

Accepted Answer

This is a sales promotion as it offers a discount on one product (e-Books) when another product (paperback books) is purchased.

Question 3

___________ encourages people to tell other people about goods or services they have enjoyed.

Accepted Answer

Word-of-mouth promotion is a marketing strategy that relies on encouraging satisfied customers to talk about their positive experiences with a product, service, or brand to their friends or colleagues. This can be a powerful way to generate buzz and build credibility for a business, as people tend to trust recommendations from others more than they trust advertising or brand messaging.

Question 4

To generate enthusiasm about a good or service,sales promotion:

Accepted Answer

Sales promotion targets both internal and external groups to generate enthusiasm about a good or service. Internal groups include employees and salespeople, while external groups include customers and potential customers. This helps to increase awareness, interest, and ultimately sales for the product or service being promoted. The other options are not accurate as sales promotion can be effective in reaching the B2B market and is still an important marketing tool despite time and cost limitations.

Question 5

The distribution method for audio and video programs via the Internet that lets users subscribe to a number of files or feeds is called a:

Accepted Answer

The distribution method described in the question is specifically referring to the subscription-based distribution of audio and video files via the Internet, which is commonly known as a "podcast." Webcasts, blogs, and filecasts may also involve the distribution of audio and video content online, but do not necessarily rely on a subscription model.

Question 6

The free tickets,backstage passes and merchandise firms give to people who agree to hype products through Internet chat rooms are called:

Accepted Answer

The term for free tickets, backstage passes, and merchandise given to people for hyping products through chat rooms is known as "swag." The other options, virtual sweeteners, chat cache and cookies, are not commonly used terms for this practice.

Question 7

At a recent sporting event,a local beer distributor gave free beverage mugs to all adults with a paid admission.This is an example of:

Accepted Answer

This is an example of sales promotion, where the distributor is providing a free giveaway as a way to increase sales and attract customers.

Question 8

Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company.To generate interest for this new product,the company sent a free package of six cookies to selected homes along with a 50-cent coupon.Arizona Cookie's activities represent:

Accepted Answer

The activities of Arizona Cookie Company represent sales promotion as they are offering a free package of six cookies along with a 50-cent coupon to selected homes to generate interest for their new product, Chip Off The Old Block.

Question 9

Effective sales promotion activities target:

Accepted Answer

Effective sales promotion activities should target employees, dealers and customers. Employees can use their knowledge of products and promotions to encourage customers to make purchases, dealers can push products to end customers through their own channels, and customers can be incentivized to make purchases through promotions and discounts. By targeting all three groups, sales promotion can be maximized for the best results.

Question 10

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:

Accepted Answer

This strategy is known as a push strategy, where the focus is on pushing products towards the retailers and wholesalers to encourage them to buy and sell the merchandise. Promotional tools such as discounts, free samples, and contests can be used to achieve this goal. The aim is to create demand and increase sales by incentivizing the middlemen. The opposite strategy is a pull strategy where the focus is on creating demand from end customers to pull the products through the distribution channel.

Question 11

Which of the following is a consumer sales promotion activity?

Accepted Answer

Contests are a consumer sales promotion activity where customers are incentivized to purchase a product or service by giving them a chance to win a prize. Advertising, vending sales, and direct mail are not necessarily consumer sales promotion activities, although they may be used in conjunction with such promotions.

Question 12

Which of the following is a B2B sales promotion activity?

Accepted Answer

Conventions are a B2B sales promotion activity where businesses come together to showcase their products and services to other businesses in the industry. They provide an opportunity for networking, generating leads, and building relationships with potential customers. Contests and advertising are typically B2C sales promotion activities, while vending sales refer to the process of selling products through vending machines and are not specific to B2B or B2C.

Question 13

Miss Kitty's Chocolate Corral is located in an out-of-the-way small shopping center.However,the company enjoys outstanding business because satisfied customers share their delightful experiences at Miss Kitty's with their friends and relatives.Miss Kitty's apparently benefits from positive:

Accepted Answer

The scenario mentions that satisfied customers share their experiences at Miss Kitty's with their friends and relatives, indicating that the business benefits from word of mouth promotion.

Question 14

Woodson Productions gives young adults free tickets to concerts it promotes if they agree to go into an Internet chat room and share their positive experience with others.The free tickets Woodson provides represent:

Accepted Answer

The answer of Woodson Productions gives young adults free tickets...

Question 15

Last year,New Era Cap Company Buffalo,NY)celebrated its 90th anniversary in business as a privately held company that makes a variety of hats and one of two suppliers of official MLB major league baseball)caps.According to the New York Times,the company invited "90 influential people to create one-of-a-kind caps to be auctioned off for charity." As a student of marketing,you would categorize this promotional event as a form of _____________.

Accepted Answer

The promotional event of inviting influential people to create one-of-a-kind caps to be auctioned off for charity is a form of sales promotion, as it aims to increase sales by offering a unique product and creating buzz around the brand. It is not viral marketing, as there is no explicit strategy to spread the brand or product through social sharing, nor is it blogging or advertising, which are distinct marketing activities.

Question 16

A __________ allows B2B buyers to see products on the Internet 24 hours a day,365 days a year without having to leave their office.

Accepted Answer

A virtual trade show is a digital event that allows businesses to showcase their products and services online, providing access to interested buyers 24/7. It offers the benefits of a physical trade show without the expenses and restrictions of time and location. This type of virtual platform is becoming popular in the B2B world, where buyers can explore new products virtually from a computer or mobile device, without the need for travel or in-person meetings with vendors.

Question 17

An online diary that looks like a Web page but is easier to create and update is called an):

Accepted Answer

The correct term for an online diary that looks like a web page but is easier to create and update is blog. Both e-diary and web diary are not commonly used terms for this. Wog is not a recognized term in the context of online diaries.

Question 18

Which of the following statements is most accurate?

Accepted Answer

Sales promotions can be targeted both internally, to employees or salespeople, and externally, to customers or potential customers. Option B is incorrect because sales promotion efforts are typically directed towards profit-seeking organizations. Option C is incorrect because dealers can be appropriate targets for sales promotion activities, as they may be able to promote products or services to their own customer base. Option D is incorrect because while creating consumer awareness may be a goal of some sales promotion activities, the ultimate goal is typically to drive sales or other measurable actions.

Question 19

A _________ is an endorsement from a customer praising a firm's product.

Accepted Answer

A testimonial is specifically an endorsement or statement of satisfaction from a customer regarding a product or service. A news release is a statement issued to the media to announce news or an event. A swag document is not a common term in marketing and does not relate to customer endorsements. A virtual endorsement could refer to an endorsement received online, but it is not a commonly used term in marketing.

Question 20

__________ refers to such tactics as paying people to say good things about a product on the Internet or setting up multilevel selling schemes that reward people for directing their friends to a company's website.

Accepted Answer

The described tactics of paying people to promote a product or using referral marketing align with the concept of viral marketing, which aims to spread information quickly and efficiently through online sharing and word-of-mouth recommendations. Virtual inducement, cyber offers, and pseudo-marketing are not commonly used marketing terms and do not accurately capture the described tactics.

Quiz 16: Using Effective Promotions