Question 1

Which promotional mix strategy directs marketing efforts toward market channel members?

Accepted Answer

The push strategy focuses on promoting the product or service to intermediaries, such as wholesalers or retailers, who will then push the product onto the end consumer. This strategy is commonly used when dealing with channel members as it aims to incentivize them to sell the product to their customers. Therefore, A) push is the best choice. The other options, B) blitz, C) pull, D) buzz, and E) pulse, do not specifically target market channel members.

Question 2

Mass marketers can expect consumers to distinguish between commercial message sources to maintain a clear image of a company and its brands.

Accepted Answer

Mass marketers cannot rely on consumers to distinguish between different commercial message sources; they must actively manage their messaging across all platforms to maintain a clear and consistent image of their company and its brands.

Question 3

Which promotional tool is described as immediate,customised and interactive?

Accepted Answer

Direct marketing is described as immediate because it allows for real-time communication and immediate response. It is customized because it is often targeted towards specific individuals or groups, and can be personalized with their name and other information. It is also interactive because it creates a dialogue between the marketer and the recipient, and can allow for immediate feedback or response.

Question 4

Coupons,contests,cents-off deals and premiums are all examples of ________ ________.

Accepted Answer

The answer of Coupons,contests,cents-off deals and premiums are all examples...

Question 5

Integrated marketing communication is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear,________ and compelling message about the organisation and its products.

Accepted Answer

The answer of Integrated marketing communication is the concept under...

Question 6

Integrated marketing communications encourages brand messages to be developed by different departments within an organisation.

Accepted Answer

Integrated marketing communications (IMC) emphasizes a unified and consistent brand message across all channels and departments, ensuring that all parts of the organization communicate the same message to the audience.

Question 7

A large national producer of all-natural hair care and beauty products,is most likely to use which of the promotion mix strategies to gain increased shelf space in stores and to gain increased customer sales?

Accepted Answer

A combination of push and pull strategies would be the most effective in gaining increased shelf space in stores and increased customer sales for a national producer of all-natural hair care and beauty products. A push strategy would involve working with retailers to promote the products and increase shelf space, while a pull strategy would involve advertising and promotional activities to drive consumer demand and pull the products off the shelves. By using both push and pull strategies, the producer can create demand at the consumer level while also gaining support from retailers.

Question 8

Large companies still routinely invest large chunks of their advertising budgets in mass-media outlets such as television and magazines.

Accepted Answer

Large companies still see value in reaching a broad audience through mass-media outlets like television and magazines, and therefore continue to allocate a significant portion of their advertising budgets to these channels.

Question 9

Business-to-consumer companies are more likely to emphasise a ________ promotion strategy,while business-to-business companies are more likely to emphasise a ________ promotion strategy.

Accepted Answer

Business-to-consumer (B2C) companies often focus on a pull promotion strategy to entice consumers directly, encouraging them to seek out their products or services. In contrast, business-to-business (B2B) companies typically use a push promotion strategy, aiming to push their products through the distribution channels by focusing on personal selling and trade promotions to wholesalers, distributors, or retailers.

Question 10

Because of advertising's public nature,consumers tend to think of large-scale advertised products as more legitimate.

Accepted Answer

Advertising has a way of legitimizing products in the eyes of consumers. Large-scale advertising can create a sense of trust and credibility for a product, making it seem more legitimate to consumers. This can lead to higher sales and greater brand recognition for companies that invest in advertising.

Question 11

Mass markets have fragmented;thus,marketers are shifting away from mass marketing.

Accepted Answer

Mass markets have indeed fragmented due to factors such as increased competition, diversification of consumer preferences, and advancements in technology. As a result, marketers are now focusing on targeted marketing strategies and personalized communication with smaller, niche audiences rather than mass marketing to a broad audience.

Question 12

Developments in communications technology are speeding the movement toward segmented marketing.

Accepted Answer

Communications technology, such as social media and targeted advertising, allows for companies to more easily reach specific segments of the market, leading to a greater focus on segmented marketing strategies.

Question 13

Sales promotion features a wide assortment of tools.Which is NOT one of these tools?

Accepted Answer

Catalogues are typically considered a marketing communication tool, but not specifically a sales promotion tool. The other options are common sales promotion tools.

Question 14

Social media gives companies new media for interacting with targeted consumers,but new technologies also give consumers more control of the advertising messages they receive.

Accepted Answer

Social media allows consumers to interact with companies and provide feedback, while also giving them the ability to customize their own ad preferences and block unwanted ads. Therefore, consumers have more control over the advertising they see.

Question 15

When shoppers enter a large department store such as David Jones or Myer,they are often greeted by sales assistants offering complementary sprays of selected fragrances.Sometimes,the fragrance is sprayed onto a card for the customer to retain and use as a scent inside her handbag.This activity is an example of ________.

Accepted Answer

This activity is an example of sales promotion, which aims to encourage immediate purchase by offering incentives or rewards to customers. The complementary sprays of fragrances are a way to entice customers to buy the product by giving them a sample and creating a sensory experience that can increase their interest in the product.

Question 16

If the pull strategy is effective,consumers will then demand the product from channel members,who will in turn demand it from producers.

Accepted Answer

This statement is true. The pull strategy is a marketing approach that involves creating demand for a product through advertising and promotion aimed at end-users or consumers. If the pull strategy is effective, consumers will become aware of the product and demand it from channel members, such as retailers, who will then demand it from the producers or manufacturers.

Question 17

Which promotional tool is most effective in building up buyers' preferences,convictions and,most importantly,actions?

Accepted Answer

Personal selling is the most effective tool in building up buyers' preferences, convictions and actions because it involves direct communication between the salesperson and the customer. This allows for personalized and tailored messages, as well as the opportunity for the salesperson to address any objections or concerns the customer may have. It also allows for relationship-building between the customer and the company, leading to repeat business and positive word-of-mouth referrals.

Question 18

Which promotional mix strategy directs marketing efforts toward final consumers?

Accepted Answer

The pull strategy directs marketing efforts towards final consumers in order to create demand and pull the product through the distribution channel. This strategy includes advertising, sales promotions, and other activities that generate consumer interest and demand for the product.

Question 19

________ consists of short-term incentives to encourage the purchase or sale of a product or service.

Accepted Answer

Sales promotion consists of short-term incentives such as coupons, discounts, contests, and other promotional tools designed to encourage customers to purchase or sell a particular product or service.

Question 20

In their efforts to find less costly and more targeted ways to reach consumers,advertiser have discovered a collection of _____.

Accepted Answer

The answer of In their efforts to find less costly...

Quiz 11: Communicating Customer Value: Advertising and Public Relations