Question 1

Mini-Case
The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product.
-Tom and Melody are considering the extensive use of ads in fitness magazines and a direct mail campaign targeted at people who have bought other products made by Xer-Wise. Since these messages are geared directly to customers, it is clear that Tom and Melody want to implement a ________ strategy.
A) push
B) pull
C) placement
D) stretch

Accepted Answer

Tom and Melody are using a pull strategy, which focuses on creating demand with consumers and pulling them towards the product. The use of ads in fitness magazines and a direct mail campaign targeted at Xer-Wise's existing customers are both examples of pull tactics.

Question 2

Despite its name, Choco Central is located in a small shopping center far from customers. However, the company enjoys outstanding business because satisfied customers share their enjoyable experiences at Choco Central with their friends and relatives. Choco Central apparently benefits from positive
A) trade advertising.
B) word of mouth.
C) sales promotion.
D) public relations.

Accepted Answer

The passage specifically states that satisfied customers share their enjoyable experiences at Choco Central with their friends and relatives. This is an example of word of mouth promotion. There is no mention of trade advertising, sales promotion, or public relations in the passage.

Question 3

Identify the advantages and disadvantages of newspapers and television as media to carry your firm's promotional message. Which of the two receives the most advertising revenues and what are key advantages and disadvantages of both?

Accepted Answer

The answer of Identify the advantages and disadvantages of newspapers...

Question 4

AutoPROS uses its website to target car parts stores and car owners and tell them of the benefits of using their long-lasting spark plugs. What strategy is AutoPROS using?
A) dialogue strategy
B) word-of-mouth strategy
C) push and pull strategies
D) product placement strategy

Accepted Answer

AutoPROS is using both push and pull strategies. They are pushing their product to car parts stores through their website and pulling in car owners by showcasing the benefits of their long-lasting spark plugs on their website.

Question 5

Explain how publicity differs from advertising. What are the advantages and disadvantages of publicity in a firm's promotion strategy?

Accepted Answer

The answer of Explain how publicity differs from advertising. What...

Question 6

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.
A) push
B) pull
C) product placement
D) word-of-mouth

Accepted Answer

A pull strategy involves attracting customers to the product, rather than pushing the product to the customer. By advertising during television shows that their target market typically watches, Frontier Filmmakers is attempting to pull customers towards their movies.

Question 7

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.

Accepted Answer

The primary purpose of a push strategy is to push the product down the distribution channel to retail stores. This involves pushing the products to wholesalers, distributors, and retailers who will then push the products to consumers. The goal is to get the products into the hands of the consumer as quickly and efficiently as possible. This strategy is often used for products that have a short shelf life or are in high demand.

Question 8

When managing the promotion mix, marketers are utilizing technology to deliver important information directly to the customer. For example, during the spring planting season, Home Depot and Lowes added QR codes to plants. When scanned with a mobile app, customers could make better buying decisions. The code offered information on planting time, watering schedule, and other pertinent tips on each plant. Home Depot even ran a commercial to let its customers know how it was using technology to assist them with their spring planting decisions. Whether using new promotional methods or traditional promotional methods, Home Depot
A) utilized pull strategy because it directed its campaign to the stores where the products are sold.
B) utilized push strategy because it directed its messages to consumers, permitting them to subscribe to the pick economy.
C) utilized pull strategy because it directed its messages to consumers.
D) utilized push strategy because it directed its messages to its stores that were already equipped with bar code technology.

Accepted Answer

Home Depot utilized a pull strategy by directing its messages to consumers through the QR codes on the plants, allowing them to make informed buying decisions. The use of technology helped to attract customers to their products and ultimately pull them into the stores.

Question 9

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the PharmaOne Pharmaceutical Company. Outline the highlights of applying both (a) a pull strategy and (b) a push strategy.

Accepted Answer

The answer of You are assigned the responsibility to prepare...

Question 10

Explain the difference between viral marketing, social networking, and podcasting.

Accepted Answer

The answer of Explain the difference between viral marketing, social...

Question 11

Registration in Ms. McNick's classes reaches maximum enrollment quickly. Students register immediately online just to insure their seat in her class. One student summed it up: "Everyone's heard she is the best teacher on campus." Ms. McNick's classes benefit from
A) viral publicity.
B) positive public relations.
C) free advertising.
D) word-of-mouth promotion.

Accepted Answer

Word-of-mouth promotion is evident in the statement "Everyone's heard she is the best teacher on campus." It is the positive reviews from previous students that are encouraging the current students to register for her classes.

Question 12

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

Accepted Answer

The answer of Explain the steps in the personal selling...

Question 13

The primary purpose of a pull strategy is to
A) offer rebates and discounts to retailers and wholesalers.
B) stimulate consumers to ask for a product, which then encourages retailers to stock it.
C) pull the distribution network together to minimize costs and maximize profits.
D) stimulate retailers to stock each product offered by a particular manufacturer.

Accepted Answer

A pull strategy aims to stimulate consumer demand for a product, which then encourages retailers and wholesalers to stock it. This is done through advertising, promotions, and other marketing activities that directly target consumers, rather than intermediaries in the distribution network. By creating consumer demand, the pull strategy is intended to "pull" products through the distribution channel, rather than pushing them from the manufacturer. By doing so, the pull strategy can be more effective in generating sales, reducing inventory costs, and optimizing profits for all members of the distribution network.

Question 14

Mini-Case
The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product.
-Due to the unique nature of this product, Tom and Melody have decided to develop a half-hour television program to demonstrate the benefits of the MuscleMaster. It is hoped that this ________ will provide a great start in the market.
A) interactive television ad
B) online television ad
C) infomercial
D) publicity commercial

Accepted Answer

An infomercial is a half-hour television program that demonstrates the benefits of a product and is meant to persuade viewers to make a purchase. This would be the best choice for promoting the MuscleMaster, as it allows for a thorough demonstration of the product's features and benefits.

Question 15

Mini-Case
The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product.
-Before they look at specific promotional tools, Melody and Tom agree that they want a promotion mix that is both comprehensive and unified. They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image. Melody and Tom want to implement a(n)
A) internal marketing program.
B) integrated marketing communication program.
C) multilevel market coordination plan.
D) stakeholder response communication system.

Accepted Answer

Melody and Tom's desire for a comprehensive and unified promotion mix indicates that they are looking for an integrated marketing communication program. This approach uses all of the available promotional tools to create a consistent message that promotes a positive product image. As such, this is the best choice. The other options (internal marketing program, multilevel market coordination plan, stakeholder response communication system) do not adequately capture the scope of Melody and Tom's goals for the promotion mix.

Question 16

Kerry Cottage carries authentic Irish gifts and clothing. The company uses a good deal of television advertising and sales promotion activities to attract consumers to retail shops in search of its brand. What strategy is Kerry Cottage utilizing?
A) systems
B) placement
C) push
D) pull

Accepted Answer

Kerry Cottage is using a pull strategy of marketing, which involves using advertising and promotions to create demand among consumers, as opposed to pushing the product through the distribution channels towards retailers.

Question 17

The Maryland Department of Travel and Tourism promotes tourism in the state by sending travel agents and bus tour companies information about the state's many attractions. The hope is that by stimulating interest in tour and travel agents, they will in turn encourage their customers to visit Maryland. This example represents a ________ promotional strategy.
A) push
B) pull
C) sampling
D) product placement

Accepted Answer

The answer of The Maryland Department of Travel and Tourism...

Question 18

Your company has developed a new nutritious snack and you are part of the team created to develop the promotion mix for the new product. Your specific task on this team is to determine the sales promotion activities of the promotion mix. Identify and describe several possible sales promotion activities the firm could use to promote the new snack food.

Accepted Answer

The answer of Your company has developed a new nutritious...

Question 19

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?
A) second stage advertising
B) viral marketing
C) interlinked promotion
D) virtual inducement

Accepted Answer

This promotional program represents viral marketing, as it encourages current customers to spread the word about Starlight's website and potentially attract new customers through word-of-mouth promotion.

Question 20

Tiffany recently received poor service at a local restaurant. After dinner, Tiffany made her complaints public by placing them online. What is this a form of?
A) negative advertising
B) institutional sales promotion
C) public relations
D) word of mouth

Accepted Answer

Posting complaints online is a form of word of mouth.

Quiz 16: Using Effective Promotions

Despite its name, Choco Central is located in a small shopping center far from customers. However, the company enjoys outstanding business because satisfied customers share their enjoyable experiences at Choco Central with their friends and relatives. Choco Central apparently benefits from positive

Identify the advantages and disadvantages of newspapers and television as media to carry your firm's promotional message. Which of the two receives the most advertising revenues and what are key advantages and disadvantages of both?

AutoPROS uses its website to target car parts stores and car owners and tell them of the benefits of using their long-lasting spark plugs. What strategy is AutoPROS using?

Explain how publicity differs from advertising. What are the advantages and disadvantages of publicity in a firm's promotion strategy?

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.

The primary purpose of a push strategy is to

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the PharmaOne Pharmaceutical Company. Outline the highlights of applying both (a) a pull strategy and (b) a push strategy.

Explain the difference between viral marketing, social networking, and podcasting.

Registration in Ms. McNick's classes reaches maximum enrollment quickly. Students register immediately online just to insure their seat in her class. One student summed it up: "Everyone's heard she is the best teacher on campus." Ms. McNick's classes benefit from

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

The primary purpose of a pull strategy is to

Kerry Cottage carries authentic Irish gifts and clothing. The company uses a good deal of television advertising and sales promotion activities to attract consumers to retail shops in search of its brand. What strategy is Kerry Cottage utilizing?

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?

Tiffany recently received poor service at a local restaurant. After dinner, Tiffany made her complaints public by placing them online. What is this a form of?