Question 1

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 statement mentions that Miss Kitty's enjoys outstanding business because satisfied customers share their delightful experiences at Miss Kitty's with their friends and relatives. This indicates that the company benefits from positive word of mouth.

Question 2

Wee Be Irish produces authentic Irish gifts and clothing. Wee Be Irish uses a good deal of television advertising and sales promotion activities to attract consumers to retail shops in search of its brand. Wee Be Irish utilizes a ________ strategy:

Accepted Answer

Wee Be Irish uses television advertising and sales promotion to attract consumers to retail shops in search of its brand, which indicates the use of pull strategy.

Question 3

CarGo uses its website to target car parts stores and car owners and tell them of the benefits of using their long-lasting spark plugs. CarGo apparently uses the Internet:

Accepted Answer

The answer of CarGo uses its website to target car...

Question 4

Companies that adopt a pull strategy target their promotional efforts toward:

Accepted Answer

Companies that adopt a pull strategy focus on creating demand for their products among consumers, rather than targeting intermediaries such as retailers, wholesalers, or manufacturers. This involves using advertising, promotions, and other forms of marketing communication to attract consumers to their products and ultimately influence their purchasing decisions.

Question 5

The primary purpose of a push strategy is to:

Accepted Answer

The primary purpose of a push strategy is to push the product down the distribution channel to retail stores. This strategy focuses on promoting the product to retailers and distributors in order to encourage them to stock the product and make it available to consumers. It does not necessarily involve convincing consumers that they need the product, rushing production schedules or pushing products away from traditional channels of distribution.

Question 6

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 is aimed at consumers, encouraging them to request a product and thus creating demand at the retailer level. This is in contrast to a push strategy, which focuses on encouraging retailers to stock and promote a product. Segmentation strategy refers to dividing a market into smaller groups with similar needs or characteristics, while product placement strategy focuses on getting a product seen or used in media to increase its visibility.

Question 7

Registration in Professor 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." Professor McNick's classes benefit from:

Accepted Answer

Word-of-mouth promotion is the best choice, as students are registering for Professor McNick's classes based on positive recommendations and reputation from other students, rather than any formal advertising or PR efforts.

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 bar 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:

Accepted Answer

Home Depot utilized a pull strategy because it directed its messages to consumers through the use of QR codes on their plants, allowing customers to make more informed buying decisions. The QR codes provided information directly to the customer and pulled them towards making a purchase.

Question 9

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.

Accepted Answer

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

Question 10

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

Accepted Answer

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a push strategy. This strategy involves pushing the product or service through the distribution channel and targeting intermediaries, such as wholesalers and retailers, to promote or sell the product to the end consumer. This is opposed to a pull strategy, which would involve targeting the end consumer directly to create demand for the product or service.

Question 11

Budliter has a new ad campaign for its product. In an effort to determine whether consumers like the ad and characters it created, Budliter is monitoring __________, or online diaries for mention of their campaign.

Accepted Answer

Budliter is monitoring blogs to see if consumers are mentioning their new ad campaign and characters.

Question 12

After receiving poor service from her car insurance company, Wendy made her complaints public by placing them online. This is a form of:

Accepted Answer

Wendy making her complaints public online is an example of word of mouth, as she is sharing her negative experience with others in her personal network. Word of mouth can have both positive and negative impacts on a company's reputation and customer base.

Question 13

Independent producers can create self-published syndicated shows using:

Accepted Answer

Podcasting allows independent producers to easily create and distribute their own content without the need for a traditional broadcast network or distribution platform. With podcasting, producers can record, edit and upload their content directly to podcast directories like Apple Podcasts, Spotify and Google Play, making it available to a wide audience without the cost and restrictions of traditional syndication models.

Question 14

Your company has developed a new kind of nutritious snack food and you are part of a 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 kind...

Question 15

The primary purpose of a pull strategy is to:

Accepted Answer

A pull strategy focuses on creating demand for a product among consumers, which in turn encourages retailers to stock the product to meet that demand. This can be achieved through advertising, promotions, and other marketing tactics aimed at consumers. The goal is to ultimately drive sales through increased consumer demand.

Question 16

Mo's Movies markets DVD and Blu-Ray movies online. The company recently adopted a new program that offers their current customers free DVDs if they encourage their friends to visit Mo's Movies' website. This promotional program represents:

Accepted Answer

This promotional program represents viral marketing, as it encourages current customers to spread the word about Mo's Movies' website and services to their friends, creating a viral effect of word-of-mouth marketing.

Question 17

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 18

Slapstick Films advertises their movies on TV programs that their target market of 21-30-year-olds typically watch. Slapstick Films believes the best way of reaching its customers is through a ________ strategy.

Accepted Answer

A pull strategy is focused on creating demand among consumers so that they seek out a product. In this case, Slapstick Films is targeting their 21-30-year-old customer base by advertising on programs they typically watch, creating demand for their movies.

Question 19

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 20

Identify the advantages and disadvantages of newspapers and TV 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...

Quiz 16: Using Effective Promotions