Question 1

The most common criticisms of promotion relate to

Accepted Answer

The most common criticisms of promotion relate to exaggerated claims.If an advertisement or a salesperson claims that a product is the "best available," it can be a personal opinion or the statement may require a proof.

Question 2

A producer using very aggressive promotion to get final consumers to ask intermediaries for a new product has a(n)________ policy.

Accepted Answer

Most producers focus a significant amount of promotion on customers at the end of the channel.This helps to stimulate demand and pull the product through the channel of distribution.Pulling is getting customers to ask intermediaries for the product.

Question 3

When developing a good promotion blend,a marketing manager should

Accepted Answer

There is no one right promotion blend for all situations.Each blend must be developed as part of a marketing mix.

Question 4

A producer might use a pulling policy rather than a pushing policy if

Accepted Answer

A producer might use a pulling policy when intermediaries are reluctant to handle a product.

Question 5

American Tourister,Inc.,a producer of luggage,is planning to introduce a new product line.The marketing manager is having her sales force call on retailers to explain American Tourister's consumer advertising plans,the unique features of the new luggage,how the distributors can best promote it,and what sales volume and profit margins they can reasonably expect.This is an example of

Accepted Answer

Pushing means using normal promotion effort-personal selling,advertising,and sales promotion-to help sell the whole marketing mix to possible channel members.

Question 6

Which of the following involves using normal promotion effort to help sell the whole marketing mix to possible channel members?

Accepted Answer

Pushing means using normal promotion effort-personal selling,advertising,and sales promotion-to help sell the whole marketing mix to possible channel members.

Question 7

A producer using normal promotion effort-personal selling,sales promotion,and advertising-to help sell a whole marketing mix to possible channel members has a(n)

Accepted Answer

Pushing means using normal promotion effort-personal selling,advertising,and sales promotion-to help sell the whole marketing mix to possible channel members.

Question 8

A producer of household batteries for flashlights,radios,and other small electronic devices wants to increase its sales relative to its competitors.The company enters into an arrangement with a supplier of bicycles to develop an incentive for retail buyers to order more batteries.Salespeople for the battery company tell each buyer that for every 20 cases of batteries ordered,the buyer will get a new bicycle.The buyer can keep the bicycle,or use it as part of an in-store contest promotion.The battery company's promotion effort aimed at retail buyers is

Accepted Answer

Pushing means using normal promotion effort-personal selling,advertising,and sales promotion-to help sell the whole marketing mix to possible channel members.

Question 9

Which of the following is true about the relation between promotion blends and the promotion target?

Accepted Answer

Pushing means using normal promotion efforts to intermediaries; service-oriented firms design promotion that targets customers and employees; promotion to intermediaries emphasizes personal selling; and pushing within the firm targets employees,especially salespeople.

Question 10

Clairol Corp.is introducing a new brand of shampoo in a highly competitive market.Wholesalers might be willing to handle the new product,except that retailers are already complaining about overcrowded shelf space.Therefore,Clairol has decided to spend $10 million on TV advertising and send free samples to 3,000,000 households to convince consumers of the new product's superiority and to get them to ask for it at their retail stores.Clairol is using

Accepted Answer

Most producers focus a significant amount of promotion on customers at the end of the channel.This helps to stimulate demand and pull the product through the channel of distribution.Pulling is getting customers to ask intermediaries for the product.

Question 11

Which of the following statements about promotion to intermediaries is FALSE?

Accepted Answer

Salespeople handle most of the important communication with wholesalers and retailers.These clients don't want empty promises.They want to know what they can expect in return for their cooperation and help.

Question 12

Nantucket Hammocks,Inc.uses dealer incentives,discounts,and sales contests in order to encourage retailers to give special attention to selling its products.Nantucket Hammocks is using

Accepted Answer

Pushing means using normal promotion effort-personal selling,advertising,and sales promotion-to help sell the whole marketing mix to possible channel members.

Question 13

A salesperson for Procter & Gamble calls on key wholesalers to explain why they should stock and sell a new type of Procter & Gamble shampoo to retailers.This is an example of

Accepted Answer

The pushing approach emphasizes the importance of securing the wholehearted cooperation of channel members to promote the product in the channel and to the final user.

Question 14

The Canyonlands Corporation is introducing a new product next month.To prepare for the introduction,the marketing manager is having his sales force call on distributors to explain the unique features of the new product,how the distributors can best promote it,and what sales volume and profit margins they can reasonably expect.In addition,Canyonlands is budgeting 2 percent of its estimated sales for magazine advertising.This is an example of

Accepted Answer

Pushing means using normal promotion effort-personal selling,advertising,and sales promotion-to help sell the whole marketing mix to possible channel members.

Question 15

________ means getting customers to ask intermediaries for the product.

Accepted Answer

Pulling means getting customers to ask intermediaries for the product.

Question 16

When firms promote products to their own employees as part of an internal marketing effort,they are using a ________ approach.

Accepted Answer

Some firms emphasize promotion to their own employees-especially salespeople or others in contact with customers.This type of internal marketing effort is basically a variation on the pushing approach.

Question 17

Because she frequently buys books at Amazon.com,Sophie Soleil set up an account and password at the website.Now,when she logs on and searches for a specific book,a note pops up at the center of her laptop screen saying,"Hello,Sophie,we have recommendations for you," and proceeds to list other titles that Sophie might enjoy based on her previous purchases.Amazon can remember Sophie (and her previous purchases)because the online retailer uses

Accepted Answer

Many websites place cookies on a customer's computer so that when the customer revisits their site the system can "remember" the customer and automatically recall past purchase activity.

Question 18

Which of the following statements defines a sales meeting?

Accepted Answer

Some firms emphasize promotion to their own employees-especially salespeople or others in contact with customers.A firm's annual sales meeting is a type of internal marketing effort,which is a variation on the pushing approach.

Question 19

Which promotional approach emphasizes the importance of securing the wholehearted cooperation of channel members to promote the product in the channel and to the final user?

Accepted Answer

Pushing emphasizes the importance of securing the wholehearted cooperation of channel members to promote the product in the channel and to the final user.

Question 20

Which of the following strategies is most likely to be used in a push promotion to intermediaries in a sales channel?

Accepted Answer

Push promotions to intermediaries within a sales channel usually concentrate on personal selling.When suppliers offer similar products and compete for attention and shelf space,intermediaries usually pay attention to the one with the best profit potential.So sales promotions targeted at intermediaries usually focus on short-term arrangements that will improve the intermediary's profits.For example,a soft-drink bottler might offer a convenience store a free case of drinks with each two cases it buys.The free case improves the store's profit margin on the whole purchase.

Quiz 13: Promotionintroduction to Integrated Marketing Communications

The most common criticisms of promotion relate to

A producer using very aggressive promotion to get final consumers to ask intermediaries for a new product has a(n) ________ policy.

When developing a good promotion blend,a marketing manager should

A producer might use a pulling policy rather than a pushing policy if

Which of the following involves using normal promotion effort to help sell the whole marketing mix to possible channel members?

A producer using normal promotion effort-personal selling,sales promotion,and advertising-to help sell a whole marketing mix to possible channel members has a(n)

Which of the following is true about the relation between promotion blends and the promotion target?

Which of the following statements about promotion to intermediaries is FALSE?

Nantucket Hammocks,Inc.uses dealer incentives,discounts,and sales contests in order to encourage retailers to give special attention to selling its products.Nantucket Hammocks is using

A salesperson for Procter & Gamble calls on key wholesalers to explain why they should stock and sell a new type of Procter & Gamble shampoo to retailers.This is an example of

________ means getting customers to ask intermediaries for the product.

When firms promote products to their own employees as part of an internal marketing effort,they are using a ________ approach.

Which of the following statements defines a sales meeting?

Which promotional approach emphasizes the importance of securing the wholehearted cooperation of channel members to promote the product in the channel and to the final user?

Which of the following strategies is most likely to be used in a push promotion to intermediaries in a sales channel?