Question 1

Which of the following is the best example of direct-response broadcast advertising?

Accepted Answer

An infomercial for exercise equipment is the best example of direct-response broadcast advertising because it includes a call-to-action for viewers to purchase the product immediately through a toll-free number or website.

Question 2

Which of the following statements about sales promotion is most likely true?

Accepted Answer

Sales promotion can be used at any point along the marketing route, including before, during, and after a sale. This flexibility is one of the benefits of sales promotion as a marketing tool. Choices A, B, C, and E are incorrect as they do not accurately describe sales promotion.

Question 3

An energy company offers customers rebates of up to $500 for installing energy efficient water heaters, windows, and doors. This is most likely an example of a _____ strategy.

Accepted Answer

This is an example of a pull strategy because the energy company is offering rebates to incentivize customers to purchase energy efficient products, which will ultimately pull them towards the company's products and services.

Question 4

To create effective sales promotions, a company should most likely:

Accepted Answer

Sales promotions should ideally reinforce the brand's advertising message to create a cohesive brand image and avoid confusion for the consumer. Specific objectives should be set for the promotion, and pretesting can be useful to gauge its effectiveness. Investing in trade and consumer promotions is not unethical, and simple, clear copy is more effective than complex language.

Question 5

What is the greatest strength of personal selling?

Accepted Answer

The personal nature of personal selling allows salespeople to tailor their approach to each individual customer, building rapport and establishing trust. This can lead to stronger relationships and increased sales.

Question 6

Trade concentration refers to:

Accepted Answer

Trade concentration refers to the trend of more products being sold through fewer retailers. This can result in a reduction in competition and potentially higher prices for consumers.

Question 7

_____ are exhibitions where manufacturers, dealers, and buyers get together for demonstration and discussion.

Accepted Answer

Trade shows are specifically designed for manufacturers, dealers, and buyers to showcase and demonstrate products, as well as discuss industry trends and innovations. Product expositions, distribution shows, distribution fairs, and product retrospectives are not as commonly used or specifically designed for these purposes.

Question 8

_____ is the interpersonal communications process by which a seller ascertains and then satisfies the needs of the buyer, to the mutual, long-term benefit of both parties.

Accepted Answer

Personal selling is the process of communicating with a potential buyer (or customers) in order to persuade him/her to purchase a product or service. Personal selling is a form of interpersonal communication where the salesperson identifies the customer's needs and then provides solutions to address those needs. This process is aimed at building long-term relationships between the buyer and the seller, rather than just making a one-time sale.

Question 9

Procter & Gamble created one of the most outrageous promotions in marketing history. Nobody blinked when some unknown brand assistant suggested giving away free goldfish in stores with the purchase of any king-size box of Spic and Span cleaner. The offer itself was the soul of simplicity: Buy one giant-size box of Spic and Span and you can fill a clear plastic container with two free goldfish. The display even had its own net for scooping the little fish out. This promotion was intended to be an example of a _____ strategy.

Accepted Answer

The promotion of giving away free goldfish with a purchase of Spic and Span cleaner is intended to attract customers to buy the product, as they are enticed by the offer of getting something for free. This is an example of a pull strategy where the promotion is aimed at pulling customers towards the product.

Question 10

A(n) _____ is paid to a retailer by a manufacturer for the privilege of obtaining shelf space for a new product.

Accepted Answer

A slotting allowance is a fee paid by a manufacturer to a retailer for the placement of a new product on the shelf. It can be seen as a way to offset the risk of taking on a new, unproven product. The fee is typically a one-time payment and can vary in amount depending on the retailer and product.

Question 11

A government agency would LEAST likely be concerned about which of the following aspects of food product packaging?

Accepted Answer

The size and weight of the packaging are not typically regulated by government agencies as long as they do not pose a safety hazard or violate any labeling requirements. The other options (expiration dates, ingredient lists, all-around safety, and nutritional facts) are typically regulated by government agencies to ensure consumer safety and to provide accurate information about the product.

Question 12

_____ encompasses the physical appearance of the container and includes design, color, shape, labeling, and materials.

Accepted Answer

The description is clearly referring to packaging, as it mentions physical appearance, design, color, shape, labeling, and materials. The other choices are not related to this description.

Question 13

Which of the following is the best marketing communication tool for relationship building?

Accepted Answer

Personal selling allows for direct communication between the seller and the customer, leading to a more personalized and relationship-focused approach. A salesperson can build trust and rapport with the customer, leading to long-term relationships and repeat business.

Question 14

_____ is a direct inducement offering extra incentives anywhere along the marketing route to enhance the movement or accelerate the product's movement from producer to consumer.

Accepted Answer

Sales promotion is a form of promotion that offers extra incentives or inducements to customers anywhere along the marketing route to accelerate the movement of the product from producer to consumer. Examples of sales promotion tactics include coupons, discounts, contests, and loyalty programs. Sales promotion is a key tool for creating short-term spikes in sales and encouraging repeat purchases.

Question 15

A marketer can reduce the cost of personal selling by:

Accepted Answer

By communicating relevant product information before the sales call, the salesperson can reduce the amount of time and effort required during the personal selling process. This can lead to a reduction in costs associated with personal selling. Eliminating the need for database management, providing proof of factual information, reminding the prospect to close the sale quickly, and avoiding ineffective trial closes are not methods for reducing the cost of personal selling.

Question 16

Personal selling is the most costly way to communicate with prospects because:

Accepted Answer

Personal selling requires a lot of time and effort from salespeople, making it labor-intensive and expensive compared to other forms of marketing communication like advertising.

Question 17

A _____ strategy is primarily designed to secure the cooperation of retailers.

Accepted Answer

A push strategy is focused on pushing the product through the supply channel and getting it onto shelves in retailers. This requires cooperation and support from retailers to make sure the product is prominently displayed and promoted. Therefore, a push strategy is primarily designed to secure the cooperation of retailers.

Question 18

Which of the following would most likely result from overly aggressive sales promotion?

Accepted Answer

Overly aggressive sales promotion can lead to a price war between competitors as companies try to undercut each other to win customers. This can result in decreased profits and damaged industry relationships.

Question 19

Which of the following is the best example of direct-response print advertising?

Accepted Answer

A magazine ad that asks you to call a toll-free number for more information is the best example of direct-response print advertising because it includes a clear call-to-action and is designed to elicit a direct response from the reader. The reader is being asked to take a specific action, which is to call the toll-free number to obtain more information about the pet food being advertised. This type of advertising is meant to generate an immediate response from the reader, which makes it a direct-response print advertisement.

Question 20

Barton Beer invited its retailers to celebrate March Madness, the NCAA basketball tournament that occurs every year. Barton Beer provided displays and banners for retailers to use during March, and it encouraged consumers to participate in a Barton Beer March Madness Tournament on the firm's Web site. The purpose of this _____ is to encourage customers to buy Barton Beer.

Accepted Answer

The purpose of the activity is to encourage customers to buy Barton Beer, which is the main goal of a sales promotion. The activity involves displays and banners placed in retailers' stores and a tournament on the company's website, both of which aim to incentivize customers to purchase the beer during the March Madness period.

Quiz 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion