Question 1

The actions a firm takes during the promotion decision process include __________,executing,and assessing the promotion program.

Accepted Answer

The answer of The actions a firm takes during the...

Question 2

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

Accepted Answer

The decline stage is typically a period of phase-out for the product as sales and demand decrease, resulting in little money being spent on the promotional mix. This stage usually marks the end of the product's life cycle.

Question 3

There's a new prescription drug on the market that helps reduce common allergy symptoms.Ads for the medicine in magazines and in medical journals would be primarily used to

Accepted Answer

Ads for a new prescription drug in magazines and medical journals would primarily be used to increase customer awareness of the product. This would help potential customers learn about the benefits of the medication and potentially ask their doctors or pharmacists about it, leading to increased sales for the company. While reminding customers that the product exists and differentiating it from other allergy medications may also be goals of the ads, increasing customer awareness is likely the primary objective. Product penetration pricing strategy and harvesting the product are not relevant to the question.

Question 4

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using a(n)__________ promotional strategy.

Accepted Answer

A pull promotional strategy is when marketing efforts are focused on creating demand among customers, so they ask for the product by name from retailers or healthcare providers. In this case, the prescription drug manufacturer is running a national TV advertising campaign to encourage patients to learn more about their product and ask for it by name from their doctors.

Question 5

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a __________.

Accepted Answer

A pull strategy is designed to create consumer demand for a product, which then pulls the product through the distribution channel. The promotional mix is directed at ultimate consumers with the goal of encouraging them to ask retailers for the product. This is often accomplished through advertising, public relations, personal selling, and sales promotions.

Question 6

The promotional objective of the decline stage of the product life cycle is to __________.

Accepted Answer

The decline stage of the product life cycle is characterized by a sharp drop in sales, as the product loses its appeal to consumers. In this stage, the promotional objective is to phase out the product and minimize losses, rather than investing in costly promotions to revive demand. Therefore, the best choice is E, phase out.

Question 7

Albert Searchware is a type of search engine used at company websites to handle customer questions.The firm is trying to determine what promotional strategy should be employed with its flagship product.It has determined that search engine software is in the growth stage of its product life cycle.Which of the following options should it employ?

Accepted Answer

Since the search engine software is in the growth stage, the company should focus on creating brand recognition through advertising that highlights the differences between Albert Searchware and its competitors. This will help the company establish a strong brand identity and increase sales as the product gains popularity. Sales promotion and publicity can be effective in the introduction and growth stage respectively, but advertising is more appropriate for the growth stage. Option E is also a valid strategy, but it may not be as effective in creating widespread brand recognition as advertising. Option D is not effective because it does not allocate the promotional budget effectively based on the product life cycle stage.

Question 8

Chrysler Corporation provides support and incentives for its Chrysler,Dodge,and Jeep dealers.Through a multi-level program,Chrysler provides incentives to reward dealers for meeting sales goals.Dealers receive an incentive when they are near a goal,another when they reach a goal,and a larger incentive if they exceed sales projections.All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.

Accepted Answer

The language used in the sentence, such as "incentives to reward dealers for meeting sales goals" and "encourage Chrysler dealers to", suggests that Chrysler wants their dealers to actively promote and sell their products, which is referred to as "pushing" products through the channel to consumers.

Question 9

Figure 14-5
-The promotion decision process is divided into three phases.In Figure 14-5 above,"B" refers to the __________ phase.

Accepted Answer

The answer of  Figure 14-5
-The promotion decision process is...

Question 10

What stage of the product life cycle is a period when little money is spent in the promotional mix?

Accepted Answer

The answer of What stage of the product life cycle...

Question 11

The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n)__________ promotional strategy.

Accepted Answer

A pull promotional strategy is when manufacturers try to create consumer demand and pull the product through the distribution channel by encouraging customers to ask for the product by name from their doctor. This is done through advertising, public relations, and other forms of promotion.

Question 12

Figure 14-5
-The promotion decision process is divided into three phases.In Figure 14-5 above,"C" refers to the __________ phase.

Accepted Answer

The answer of  Figure 14-5
-The promotion decision process is...

Question 13

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using a(n)__________ strategy.

Accepted Answer

A push strategy is when the manufacturer directs the promotional mix towards channel members to encourage them to order and stock the product. This is typically done through tactics such as trade promotions, personal selling, and advertising directed at the trade. The goal is to "push" the product through the channels of distribution and towards the end consumer.

Question 14

A pull strategy is when a manufacturer

Accepted Answer

A pull strategy involves directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product. This creates demand for the product and pulls it through the distribution channel.

Question 15

A push strategy is when a manufacturer

Accepted Answer

A push strategy is when a manufacturer directs its promotional mix (such as advertising and sales promotions) to channel members (wholesalers and retailers) to gain their cooperation in ordering and stocking the product. This is different from a pull strategy, which directs promotional efforts to ultimate consumers to encourage them to ask the retailer for the product. Option A is incorrect because a push strategy does not necessarily involve nationwide advertising campaigns. Option C is incorrect because no manufacturer can force a retailer to promote its products. Option D is a description of a pull strategy, not a push strategy. Option E is not related to a push strategy.

Question 16

Pharmaceutical companies now spend more than $4.2 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

Accepted Answer

The phrase "direct-to-consumer" is specifically used to describe advertising targeted towards the end user of a product, in this case, prescription drugs. The other options do not accurately describe the type of advertising being discussed.

Question 17

The first decision in developing the promotion program is to __________.

Accepted Answer

Identifying the target audience is the first step in developing a promotion program. Knowing the target audience helps in deciding the right message, appeal, media, and budget for promoting the product or service.

Question 18

Figure 14-4
-Channel "A" in Figure 14-4 above represents which type of promotional channel strategy?

Accepted Answer

The answer of  Figure 14-4
-Channel "A" in Figure 14-4...

Question 19

Figure 14-4
-Channel "B" in Figure 14-4 above represents which type of promotional channel strategy?

Accepted Answer

Channel "B" represents a pull promotional channel strategy, which involves attracting and motivating customers to seek out the product or service on their own, rather than the company pushing the product onto them. This is done through tactics such as advertising, public relations, and social media.

Question 20

Figure 14-5
-The promotion decision process is divided into three phases.In Figure 14-5 above,"A" refers to the __________ phase.

Accepted Answer

In the promotion decision process, the first phase is the planning phase where the objectives and criteria for promotion are established. Therefore, "A" refers to the planning phase.

Quiz 14: Integrated Marketing Communications and Direct Marketing

The actions a firm takes during the promotion decision process include __________,executing,and assessing the promotion program.

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

There's a new prescription drug on the market that helps reduce common allergy symptoms.Ads for the medicine in magazines and in medical journals would be primarily used to

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using a(n) __________ promotional strategy.

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a __________.

The promotional objective of the decline stage of the product life cycle is to __________.

Figure 14-5 -The promotion decision process is divided into three phases.In Figure 14-5 above,"B" refers to the __________ phase.

What stage of the product life cycle is a period when little money is spent in the promotional mix?

The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n) __________ promotional strategy.

Figure 14-5 -The promotion decision process is divided into three phases.In Figure 14-5 above,"C" refers to the __________ phase.

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using a(n) __________ strategy.

A pull strategy is when a manufacturer

A push strategy is when a manufacturer

Pharmaceutical companies now spend more than $4.2 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

The first decision in developing the promotion program is to __________.

Figure 14-4 -Channel "A" in Figure 14-4 above represents which type of promotional channel strategy?

Figure 14-4 -Channel "B" in Figure 14-4 above represents which type of promotional channel strategy?

Figure 14-5 -The promotion decision process is divided into three phases.In Figure 14-5 above,"A" refers to the __________ phase.