Question 1

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools, including advertising, personal selling, sales promotion, public relations, and _________.

Accepted Answer

The other options either don't fit within the traditional definition of promotion (human resources, public service, online networking) or are a subset of one of the other communication tools listed (special events can be considered a type of sales promotion or public relations). Direct marketing refers to any promotional message that is delivered directly to individual consumers, such as mail, email, or telemarketing.

Question 2

Some companies, such as Saturn, have even created their own online communities as showcases for their brands and products.One advantage of this medium is that it is less expensive than other forms of marketing; a minor disadvantage is

Accepted Answer

Creating and monitoring an online community can require ongoing effort and attention from the company or its advertising agency. This can be seen as a minor disadvantage of using this medium for marketing. The other options do not accurately reflect a disadvantage of online communities for marketing purposes or are not relevant to the question.

Question 3

The promotional mix includes advertising, personal selling, sales promotion, public relations, and _________.

Accepted Answer

The options provided are advertising, personal selling, sales promotion, public relations, and E) direct marketing. Infomercials and risk-free trials are forms of advertising and sales promotion respectively, while word-of-mouth is more related to the product or service itself and cannot be controlled by the company. Therefore, the best choice is E) direct marketing, which includes direct mail, email marketing, telemarketing, and other personalized communication channels aimed at a specific target market.

Question 4

The __________ can be used to inform prospective buyers about the benefits of the product.

Accepted Answer

The promotional mix consists of the various tools that marketers use to communicate with customers and inform them about a product or service. It includes advertising, personal selling, sales promotion, public relations, and direct marketing. Each tool serves a different purpose, but together they create a comprehensive and effective communication strategy to reach prospective buyers and inform them about the benefits of the product.

Question 5

New forms of communicating with customers, such as social media, also offer opportunities to engage consumers.Recent research shows that __________ of consumers believe that companies should be interacting through social channels.

Accepted Answer

Recent research indicates that a significant majority, 85%, of consumers believe that companies should engage with them through social media channels, highlighting the importance of these platforms in modern customer communication strategies.

Question 6

The promotional mix includes advertising, __________, sales promotion, public relations, and direct marketing.

Accepted Answer

The promotional mix includes advertising, personal selling, sales promotion, public relations, and direct marketing. The options A, C, D, and E are all specific tactics that fall under one of these categories.

Question 7

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools, including sales promotion, public relations, personal selling, direct marketing, and _________.

Accepted Answer

The five communication tools listed are sales promotion, public relations, personal selling, direct marketing, and advertising. Therefore, the best choice is advertising (option B).

Question 8

remind them later about the benefits they enjoyed using the product.

Accepted Answer

The answer of remind them later about the benefits they...

Question 9

The promotional mix includes advertising, personal selling, __________, public relations, and direct marketing.

Accepted Answer

The promotional mix includes advertising, personal selling, sales promotion, public relations, and direct marketing.

Question 10

The promotional mix includes advertising, personal selling, sales promotion, _________, and direct marketing.

Accepted Answer

Public relations is a key component of the promotional mix and involves managing the image and reputation of a company through various communication channels such as media relations, sponsorships, and events.

Question 11

The __________ includes advertising, personal selling, sales promotion, public relations and direct marketing.

Accepted Answer

The promotional mix consists of the different tools and tactics a business can use to promote and communicate its products or services to its target audience. These tools include advertising, personal selling, sales promotion, public relations, and direct marketing. Therefore, option D (promotional mix) is the correct answer to this question.

Question 12

The __________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.

Accepted Answer

The promotional element or the promotional mix includes advertising, personal selling, sales promotion, public relations, and direct marketing. It is concerned with communicating the value of the product or service to the target audience.

Question 13

Many companies create a branded presence such as a fan page within virtual communities such as Facebook or MySpace in order to

Accepted Answer

The answer of Many companies create a branded presence such...

Question 14

The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and personal selling.A combination of one or more of these communication tools is called the _________.

Accepted Answer

A combination of one or more of these communication tools is called the promotional mix.

Question 15

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and _________.

Accepted Answer

The five communication tools under the promotional element in the marketing mix are advertising, public relations, sales promotion, direct marketing, and personal selling. Human resources and online networking are not part of the promotional element, while public service and special events can fall under public relations or sales promotion.

Question 16

The promotional mix refers to

Accepted Answer

The promotional mix refers to the combination of communication tools used to inform, persuade, and remind potential buyers about the benefits of a product, with the goal of increasing sales. This includes a combination of paid and non-paid marketing tools such as advertising, sales promotions, personal selling, public relations, and direct marketing. The other options (A, B, C, D) are not accurate definitions of the promotional mix.

Question 17

remind them later about the benefits they enjoyed by using the product is referred to as the _________.

Accepted Answer

Reminding customers about the benefits they enjoyed by using the product is a part of the promotional mix, which includes various communication strategies like advertising, sales promotion, personal selling, direct marketing, and public relations. The promotional mix is used to create awareness, influence purchase decisions, and enhance customer loyalty.

Question 18

The promotional mix includes __________, personal selling, sales promotion, public relations, and direct marketing.

Accepted Answer

The promotional mix includes five elements: advertising, personal selling, sales promotion, public relations, and direct marketing. The other options such as publicity, infomercials, risk-free trials, and word-of-mouth are tactics that may be used within these elements, but are not part of the promotional mix itself.

Question 19

CBS recently created social __________ rooms at CBS.com for programs such as CSI and Survivor, which allows viewers to chat about what they are watching and to offer critical reactions to the program.

Accepted Answer

The term "viewing" fits best in the context of rooms where viewers can discuss and react to programs they are watching.

Question 20

Most consumers would characterize today's marketplace as

Accepted Answer

Today's marketplace is highly influenced by technology and the internet, making it highly interactive and connected. Consumers can easily compare prices, read reviews, and purchase products from anywhere in the world, all with a few clicks of a button. Social media has also played a significant role in connecting consumers with brands, providing a platform for two-way communication between businesses and their customers. Therefore, choice A is the best answer.

Quiz 15: Integrated Marketing Communications and Direct Marketing