Question 1

A pull strategy utilizes consumer demand for a product to motivate retailers and wholesalers to actively market the product.

Accepted Answer

A pull strategy involves creating consumer demand for a product, which in turn motivates retailers and wholesalers to market and stock the product. This differs from a push strategy, which focuses on pushing the product through the distribution channel to create demand from retailers and wholesalers.

Question 2

Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

Accepted Answer

The answer of Push strategies target consumers with sales promotion...

Question 3

Sampling represents a quick and effective way to demonstrate a product's superiority at the time when consumers are making a purchase decision.

Accepted Answer

Sampling allows consumers to try a product and experience its superiority first-hand, which can influence their purchase decision.

Question 4

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large, homogeneous group of consumers.

Accepted Answer

Personal selling is not the most efficient element of the promotion mix for a firm attempting to reach a large, homogeneous group of consumers. Advertising and sales promotion are more efficient for this purpose. Personal selling is more effective for reaching a small or specialized group of consumers.

Question 5

Coupons, contests, and sampling are examples of sales promotion activities.

Accepted Answer

Coupons, contests, and sampling are examples of sales promotion activities.

Question 6

The objective of a push promotional strategy is to move a product through a distribution channel by offering incentives to wholesalers and retailers to stock and sell the merchandise.

Accepted Answer

This is the correct definition of a push promotional strategy.

Question 7

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

Accepted Answer

Internal sales promotion efforts often involve training for salespeople and participation at trade shows to expand sales opportunities.

Question 8

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

Accepted Answer

Not all word-of-mouth promotion is beneficial; negative reviews or bad publicity can harm a company's reputation and sales.

Question 9

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

Accepted Answer

Anything that creates positive buzz about an organization, whether it's through positive experiences, testimonials or reviews, can be an effective form of word-of-mouth promotion.

Question 10

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

Accepted Answer

This statement accurately describes the range of tactics that can fall under the umbrella of viral marketing.

Question 11

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Accepted Answer

The answer of Internal sales promotion programs are targeted to...

Question 12

Social media offers opportunities for positive and negative word-of-mouth promotion.

Accepted Answer

Social media can be a platform for people to share positive experiences and opinions about a product or service, which can lead to strong word-of-mouth promotion. However, it can also facilitate negative reviews and criticism, which can spread quickly and harm a brand's reputation.

Question 13

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Accepted Answer

Internal sales promotion efforts are targeted towards salespeople and employees to motivate them, reward them and to provide training to them for better performance. They are also targeted towards employees that handle customer complaints to address the complaints efficiently and effectively.

Question 14

Sales promotion programs can be used as a means to generate employee enthusiasm.

Accepted Answer

Sales promotion programs that offer incentives or rewards to employees can motivate them to work harder and increase their enthusiasm towards achieving sales goals.

Question 15

In evaluating the promotion mix, it's fair to say that large organizations are best reached through personal selling.

Accepted Answer

Personal selling allows for a more customized and targeted approach, which can be especially effective when dealing with large organizations. It allows for building relationships and addressing specific needs and concerns, which can lead to long-term partnerships and increased sales.

Question 16

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 17

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

Accepted Answer

While the internet has certainly changed the landscape of marketing, word-of-mouth promotion is still a very effective and important tool for businesses. In fact, social media has made it easier for word-of-mouth recommendations to spread quickly and reach a wider audience. So, the popularity of the internet hasn't reduced the importance and effectiveness of word-of-mouth promotion, it has just changed the way it operates.

Question 18

The most effective sales promotion programs target customers, rather than employees and marketing intermediaries.

Accepted Answer

The answer of The most effective sales promotion programs target...

Question 19

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

Accepted Answer

Employee enthusiasm can lead to increased productivity, better customer service, and positive word-of-mouth marketing about the product or service. This can ultimately lead to a higher level of customer retention and new customer acquisition.

Question 20

The use of coupons and sales contests represent internal public relations and sampling activities.

Accepted Answer

The answer of The use of coupons and sales contests...

Quiz 21: Managing the Marketing Mix: Product, Price, Place and Promotion

A pull strategy utilizes consumer demand for a product to motivate retailers and wholesalers to actively market the product.

Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

Sampling represents a quick and effective way to demonstrate a product's superiority at the time when consumers are making a purchase decision.

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large, homogeneous group of consumers.

Coupons, contests, and sampling are examples of sales promotion activities.

The objective of a push promotional strategy is to move a product through a distribution channel by offering incentives to wholesalers and retailers to stock and sell the merchandise.

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

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

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

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

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Social media offers opportunities for positive and negative word-of-mouth promotion.

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Sales promotion programs can be used as a means to generate employee enthusiasm.

In evaluating the promotion mix, it's fair to say that large organizations are best reached through personal selling.

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

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

The most effective sales promotion programs target customers, rather than employees and marketing intermediaries.

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

The use of coupons and sales contests represent internal public relations and sampling activities.