Question 1

Viral marketing describes everything from paying people to say positive things on the Internet to schemes where consumers get commissions for directing friends to specific websites.

Accepted Answer

This statement accurately describes some common examples of viral marketing tactics.

Question 2

Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers,since they ultimately decide the fate of a product.

Accepted Answer

The answer of Effective sales promotion efforts focus exclusively on...

Question 3

The popularity of the Internet has severely reduced the importance and effectiveness of word-of-mouth promotion.

Accepted Answer

The statement is false. Even with the popularity of the Internet, word-of-mouth promotion remains a highly effective and important marketing strategy. It has the power to build trust, credibility, and foster strong relationships between customers and businesses. In fact, social media and online review platforms have made it easier than ever for positive word-of-mouth to spread and reach a wider audience.

Question 4

A testimonial represents communication from a customer that praises a firm's products.

Accepted Answer

A testimonial is a positive feedback or review from a customer about a company's products or services.

Question 5

A blog is an online diary that looks like a Web page but is easier to create and update by posting text,photos,or links to another site.

Accepted Answer

This is a correct definition of a blog.

Question 6

As a salesperson for an electrical contractor,Greg is included as part of the target audience for sales promotions from his own company.

Accepted Answer

As a salesperson for the electrical contractor, Greg is considered part of the company's target audience for sales promotions.

Question 7

Podcasting enables independent producers to create self-published,syndicated "radio shows."

Accepted Answer

Podcasting allows individuals to create and distribute their own audio content similar to traditional radio shows.

Question 8

New technology allows marketers to promote products to consumers through cell phones using text messaging.

Accepted Answer

This statement is true. SMS or text message marketing has become a popular way for marketers to reach consumers directly on their cell phones.

Question 9

The popularity of the Internet enables companies to decrease their emphasis on traditional promotional tools such as TV advertising.

Accepted Answer

The popularity of the Internet has led to the rise of digital marketing and the ability for companies to reach their target audience through various online channels, reducing the dependence on traditional forms of advertising such as TV.

Question 10

Anything that encourages people to talk favorably about an organization may be effective word-of-mouth promotion.

Accepted Answer

This statement is true. Word-of-mouth promotion can be any positive discussion or recommendation about an organization, product, or service, and can come from a variety of sources including satisfied customers, employees, influencers, or even the organization itself. Any activity that encourages people to talk positively about the organization can be effective in promoting it through word-of-mouth.

Question 11

Online chat rooms and bulletin boards offer opportunities for positive and negative word-of-mouth promotion.

Accepted Answer

Online chat rooms and bulletin boards allow people to share their opinions and experiences with others. This can lead to positive word-of-mouth promotion if people have good things to say about a product or service. However, it can also lead to negative word-of-mouth promotion if people have bad experiences or opinions to share.

Question 12

While testimonials effectively promote products to new customers,they are not effective in reaching existing customers.

Accepted Answer

Testimonials can be used to reinforce the purchasing decision for existing customers and increase their loyalty towards the product or brand.

Question 13

Podcasting is a means of distributing audio and video programs but these programs can only be seen and heard using technology such as an Apple iPod.

Accepted Answer

While podcasting originated with the iPod, it is now accessible on many different devices including smartphones, computers, and other portable media players.

Question 14

Because customers eventually lose interest,businesses achieve the best results when they use sales promotion activities on a limited and irregular basis.

Accepted Answer

The answer of Because customers eventually lose interest,businesses achieve the...

Question 15

When Pepsi introduced its SoBe product line during spring break in Panama City,Florida and South Padre Island,Texas it gave out free samples and provided free rides on Pepsi trucks.Pepsi was practicing event marketing.

Accepted Answer

Pepsi's distribution of free samples and rides during spring break events qualifies as event marketing.

Question 16

Even though advances in mobile media present some interesting opportunities,marketers expect that traditional promotions such as TV advertising will dominate promotional efforts over the long term.

Accepted Answer

The statement suggests that marketers expect traditional promotions to dominate over the long term, but it does not provide evidence to support this claim. Advances in mobile media may continue to grow and become more prominent in promotional efforts. Therefore, it is not necessarily true that TV advertising will always dominate.

Question 17

Sales promotion efforts such as trade shows aimed at distributors and dealers are intended to generate their enthusiasm for a firm's products.

Accepted Answer

Sales promotion efforts like trade shows are often targeted towards distributors and dealers to create excitement and interest in the products.

Question 18

There are millions of blogs on the Internet today but the number of new blogs seems to have peaked meaning blogs will decrease steadily over the next few years.

Accepted Answer

There is no evidence to suggest that the number of new blogs is peaking or that blogs will steadily decrease over the next few years. While the blogging landscape may evolve and change, blogs continue to be a popular form of online communication and it is likely that new blogs will continue to emerge.

Question 19

Multilevel selling schemes that reward consumers for directing other consumers to specific websites represent an example of viral marketing.

Accepted Answer

Multilevel selling schemes that reward consumers for directing other consumers to specific websites can spread rapidly through social networks and create a viral effect. This is an example of viral marketing.

Question 20

Any word-of-mouth promotion that puts a company's product in the public's attention is good promotion.

Accepted Answer

The answer of Any word-of-mouth promotion that puts a company's...

Quiz 16: Using Effective Promotions