Question 1

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using a(n)__________strategy.

Accepted Answer

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using a push strategy. Push strategy involves pushing the product through distribution channels to the end consumer via aggressive selling and promotion efforts directed towards retailers and wholesalers.

Question 2

Ben & Jerry's Ice Cream create a Facebook and Twitter campaign focused on their Halloween flavoured ice cream 'Wickedly Delicious' to raise consumer's awareness and interest in the product. This is an example of which strategy?

Accepted Answer

This is an example of a pull strategy, where the goal is to create demand directly from consumers through marketing and promotion, encouraging them to seek out the product on their own.

Question 3

Like many consumer products manufacturers, Frito-Lay gives its resellers discounts to encourage them to carry and promote its products. When doing so, Frito-Lay uses a(n) ________ strategy.

Accepted Answer

Frito-Lay uses a push strategy by providing discounts to encourage resellers to carry and promote their products, which is a common tactic used in push strategies.

Question 4

At the pre-purchase stage of the consumer purchase decision process:

Accepted Answer

At the pre-purchase stage, the consumer is gathering information about the product or service. Advertising can be more helpful in reaching a large audience and providing information about the product or service. Personal selling may be more effective at later stages when the consumer is closer to making a purchase decision. Trade promotions and publicity may also be effective, but they are not as widely used as advertising at this stage.

Question 5

A push strategy refers to

Accepted Answer

A push strategy is when a manufacturer directs its promotions to channel members (wholesalers, retailers) to encourage them to order and stock the product. This ultimately results in the product being "pushed" through the distribution channel to the end consumer.

Question 6

Reference: 16-04
Figure 16-5
 
-Channel "A" in Figure 16-5 represents which type of promotional channel strategy?

Accepted Answer

The answer of Reference: 16-04
Figure 16-5
 
-Channel "A" in Figure...

Question 7

Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using a(n) strategy.
Promotional

Accepted Answer

The manufacturers of these drugs are using a pull strategy, which aims to attract customers towards the product by creating brand awareness and promoting its benefits through advertising, promotion, and other marketing efforts. In this case, the drug manufacturers are utilizing their own websites to provide information about the drug to potential patients, with the goal of encouraging them to ask their doctors for the specific drug by name.

Question 8

Reference: 16-03
Figure 16-4
 
-In Figure 16-4, line "A" shows that__________ , an element of the promotion mix, is highest in importance in the purchase stage of the buying decision.

Accepted Answer

Line "A" shows that personal selling, an element of the promotion mix, is highest in importance in the purchase stage of the buying decision. This suggests that personal selling is the most effective way to close the sale and persuade the customer to make a purchase. While advertising, sales promotion, and public relations may also play a role in influencing the customer's decision, personal selling seems to be the most influential at this stage.

Question 9

At the purchase stage in the consumer purchase decision process:

Accepted Answer

The answer of At the purchase stage in the consumer...

Question 10

During the post-purchase stage of the consumer's purchase decision, marketers want to reduce post-purchase anxiety for their customers. Which of the following would be most useful for accomplishing this objective?

Accepted Answer

Advertising and personal selling are effective tools for reducing post-purchase anxiety because they can be used to reassure customers about their purchase decision, provide additional information, and address any concerns directly through personal interaction.

Question 11

When Coca-Cola sends their sales reps to speak with the owners of a 7-Eleven and Mac's Milk, they are using which channel strategy?

Accepted Answer

Coca-Cola is using a push strategy by sending their sales reps directly to the owners of the stores to promote and sell their products. The push strategy involves using personal selling and promotion to push the product to the end consumer through the distribution channel.

Question 12

A pull strategy occurs when:

Accepted Answer

A pull strategy involves a manufacturer directly targeting consumers in order to generate demand for their product and encourage consumers to request it from retailers. This differs from a push strategy, which involves targeting channel members (such as retailers or wholesalers) and encouraging them to stock and promote the product to consumers.

Question 13

Reference: 16-03
Figure 16-4
 
-In Figure 16-4 line, the element of the promotion mix that plays a small role in the post-purchase stage is labelled 'C.' This refers to:

Accepted Answer

Public relations primarily focuses on building and maintaining positive relationships between the company and its stakeholders, such as customers, employees, media, and communities. While it can influence customer loyalty and brand reputation, it is less likely to have a direct impact on the post-purchase stage, where customers have already made a purchase and are evaluating their satisfaction with the product or service. Advertising and sales promotion, on the other hand, can provide information and incentives that may affect repeat purchases, referrals, or brand advocacy. Communication is a broad term that encompasses all forms of message exchange between the company and its audience, including advertising, sales promotion, public relations, personal selling, and digital media. Therefore, options A, B, and D are not as specific or accurate as option C in answering the question.

Question 14

Pharmaceutical companies historically marketed only to doctors. More recently, they have spent millions of dollars to advertise prescription drugs directly to consumers. These pharmaceutical companies are using a(n)__________strategy.

Accepted Answer

The use of advertising to directly target consumers is known as a pull strategy, as it is aimed at pulling consumers towards the product. In contrast, a push strategy would involve marketing to doctors or other healthcare providers to encourage them to prescribe the product. Inertia and intensity are not relevant terms in this context.

Question 15

Reference: 16-04
Figure 16-5
 
-Channel "B" in Figure 16-5 represents which type of promotional channel strategy?

Accepted Answer

Pull strategy is indicated by Channel "B" in Figure 16-5, as it involves marketing activities directed at the end consumers to encourage them to demand the product from retailers, which in turn pull the product through the distribution channel.

Question 16

When a manufacturer directs its promotional mix at ultimate consumers to encourage them to ask retailers for the product, the strategy is called a:

Accepted Answer

When a manufacturer uses its promotional mix to target ultimate consumers and encourage them to ask the retailers for the product, it is called a pull strategy. The goal is to create demand for the product among consumers, which, in turn, will encourage retailers to stock the product. This strategy is generally used when the manufacturer has limited control or influence over retailers.

Question 17

Reference: 16-03
Figure 16-4
 
-In Figure 16-4, the line element of the promotion mix that is least important in the purchase stage of the buying decision, is labelled 'D.' This refers to:

Accepted Answer

Advertising is typically less important at the purchase stage of the buying decision process, as consumers are already aware of the product and are in the process of making a purchase decision. At this stage, more direct forms of promotion, such as personal selling or sales promotions, are usually more influential.

Question 18

A pull strategy refers to

Accepted Answer

A pull strategy is focused on creating demand from the end consumer by promoting the product directly to them, which in turn leads to retailers and wholesalers demanding the product from the manufacturer. This approach is used when manufacturers are looking to build brand awareness and preference.

Question 19

An advertisement for Stanley brand hammers features a headline, which proclaims, "In a durability test, the competitor's hammer lasted 60 seconds. If you happen to need one for longer than that, buy a Stanley hammer." The advertisement is an element of the promotional mix which is directed towards the ultimate consumer, not towards retailers or wholesalers. This is an example of a __________strategy.

Accepted Answer

The advertisement is aimed at convincing the ultimate consumer (i.e. individuals who would use a hammer) to choose Stanley brand hammers over competitors. This is a pull strategy, where the company is trying to create demand among consumers and "pull" them towards their product.

Question 20

Reference: 16-03
Figure 16-4
 
-In Figure 16-4, the element of the promotion mix that is highest in importance in the purchase stage of the buying decision, is labelled 'B.' This refers to:

Accepted Answer

In Figure 16-4, the element of the promotion mix that is highest in importance in the purchase stage of the buying decision is labelled 'B,' which represents sales promotion.

Quiz 16: Integrated Marketing Communications and Direct Marketing

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using a(n) __________strategy.

Ben & Jerry's Ice Cream create a Facebook and Twitter campaign focused on their Halloween flavoured ice cream 'Wickedly Delicious' to raise consumer's awareness and interest in the product. This is an example of which strategy?

Like many consumer products manufacturers, Frito-Lay gives its resellers discounts to encourage them to carry and promote its products. When doing so, Frito-Lay uses a(n) ________ strategy.

At the pre-purchase stage of the consumer purchase decision process:

A push strategy refers to

Reference: 16-04 Figure 16-5 -Channel "A" in Figure 16-5 represents which type of promotional channel strategy?

Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using a(n) strategy. Promotional

Reference: 16-03 Figure 16-4 -In Figure 16-4, line "A" shows that__________ , an element of the promotion mix, is highest in importance in the purchase stage of the buying decision.

At the purchase stage in the consumer purchase decision process:

During the post-purchase stage of the consumer's purchase decision, marketers want to reduce post-purchase anxiety for their customers. Which of the following would be most useful for accomplishing this objective?

When Coca-Cola sends their sales reps to speak with the owners of a 7-Eleven and Mac's Milk, they are using which channel strategy?

A pull strategy occurs when:

Reference: 16-03 Figure 16-4 -In Figure 16-4 line, the element of the promotion mix that plays a small role in the post-purchase stage is labelled 'C.' This refers to:

Pharmaceutical companies historically marketed only to doctors. More recently, they have spent millions of dollars to advertise prescription drugs directly to consumers. These pharmaceutical companies are using a(n) __________strategy.

Reference: 16-04 Figure 16-5 -Channel "B" in Figure 16-5 represents which type of promotional channel strategy?

When a manufacturer directs its promotional mix at ultimate consumers to encourage them to ask retailers for the product, the strategy is called a:

Reference: 16-03 Figure 16-4 -In Figure 16-4, the line element of the promotion mix that is least important in the purchase stage of the buying decision, is labelled 'D.' This refers to:

A pull strategy refers to

Reference: 16-03 Figure 16-4 -In Figure 16-4, the element of the promotion mix that is highest in importance in the purchase stage of the buying decision, is labelled 'B.' This refers to: