Question 1

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

The pull strategy directs sales promotion efforts toward consumers so that they will request the products from retailers.

Question 2

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

Word of mouth can be positive or negative. Negative word of mouth can be quite destructive to a firm. Upset customers are getting online publishing their complaints and encouraging others to share their negative experiences.

Question 3

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

Word-of-mouth promotion encourages people to tell other people about products they have enjoyed. It can be very effective in generating referral business.

Question 4

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

In a push strategy, the producer uses promotional tools to convince wholesalers and retailers to stock and sell merchandise.

Question 5

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

In a push promotional strategy, distributors are encouraged to sell the good or service to their customers.

Question 6

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 7

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

Pull strategy directs heavy advertising and sales promotion directly to the consumer or end-user. The idea is that the customer will go to the retailer or e-tailer in search of the product. The product is pulled through the channel of distribution.

Question 8

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 9

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

In a pull strategy, heavy advertising and sales promotion are directed toward the consumer so that they will request the products from retailers.

Question 10

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

The latest in pull and push strategies are being conducted on the Internet, with companies sending messages to both consumers and businesses.

Question 11

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 12

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

The goal of this pull strategy is to stimulate consumers to request movie theater operators to offer a showing of a particular film.

Question 13

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 14

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

Infomercials are programs on television that are devoted exclusively to promoting a particular good or service.

Question 15

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

Viral marketing is the term now used to describe everything from paying people to say positive things on the Internet to setting up multilevel selling schemes whereby consumers get commissions for directing friends to specific websites.

Question 16

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

Accepted Answer

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

Question 17

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 18

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

Integrated marketing communication combines all elements of the promotion mix into one comprehensive and unified strategy. The idea is to use all promotional tools and resources to create a positive brand image.

Question 19

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

If a pull strategy works, consumers will request the product at their local retail store. This, in turn, will stimulate the retailer to request the product from the manufacturer or distributor.

Question 20

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 occurs when people tell other people about products or services they have enjoyed.

Quiz 16: Using Effective Promotions

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.

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?

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

The primary purpose of a push strategy is to

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?

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

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?

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?

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.

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

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.

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?

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

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.

The primary purpose of a pull strategy is to

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