Question 1

Fancy Feet sells high quality socks and stockings by sending catalogues to customers and offering them a toll-free telephone number so that they can call in their orders 24 hours a day any day of the year.Fancy Feet uses telemarketing.

Accepted Answer

The use of a toll-free telephone number for customers to call in their orders is an example of telemarketing.

Question 2

Phil's activities as a salesperson for Marquette Publishing are part of Marquette's promotional mix.

Accepted Answer

Phil's activities as a salesperson are a part of Marquette's personal selling element of the promotional mix, along with advertising, sales promotion, public relations, and direct marketing.

Question 3

Radio advertising offers businesses an opportunity to reach a specific target market.

Accepted Answer

Radio ads can be targeted based on factors such as demographics, geographics and psychographics, making it a suitable medium for reaching a specific target market.

Question 4

In the battle between electronic retailers and traditional "brick-and-mortar" retailers,the electronic retailers seem to have all of the advantages needed to emerge as the clear winners.

Accepted Answer

The answer of In the battle between electronic retailers and...

Question 5

Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

Accepted Answer

Integrated marketing communication involves the coordination of various marketing communication tools such as advertising, personal selling, public relations, and direct marketing to create a seamless and consistent brand image. It does not replace personal selling with advertising alone.

Question 6

Combining a firm's promotional tools and resources to create a favourable brand image is the goal of integrated marketing communication.

Accepted Answer

Integrated marketing communication aims to synergize various promotional resources and tools to present a coherent and positive brand image to the target audience.

Question 7

The Newsville City Press is a daily newspaper serving a city with a population of just over 200,000.The publishers have placed vending machines for their paper throughout Newsville and its suburbs.They also sell their papers at most of the supermarkets,convenience stores,bookstores,and drug stores in the area.The Newsville City Press uses an intensive distribution strategy.

Accepted Answer

The fact that the Newsville City Press has placed vending machines and sells their papers at various stores indicates that they are using an intensive distribution strategy, which involves making the product widely available in multiple locations.

Question 8

As one of the tools included in a firm's promotion mix,public relations is intended to inform,remind and persuade people in the target market.

Accepted Answer

Public relations is a communication tool used to establish and maintain a positive relationship with the public or target audience. It aims to inform, remind, and persuade by creating and disseminating favorable information about the organization or product.

Question 9

A firm's promotion mix refers to the combination of different promotional tools used to persuade consumers to participate in an exchange.

Accepted Answer

The firm's promotion mix includes various elements such as advertising, personal selling, sales promotion, public relations, and direct marketing which are used to communicate and encourage customers to buy their products or services.

Question 10

Some kiosks also make use of non-store retailing through having an internet site.

Accepted Answer

Some kiosks do have an internet site as a form of non-store retailing.

Question 11

A firm's promotion mix consists of their pricing and distribution strategies.

Accepted Answer

A firm's promotion mix consists of its advertising, personal selling, sales promotion, and public relations strategies. Pricing and distribution strategies are part of a firm's marketing mix.

Question 12

Direct selling has all but disappeared as a major form of non-store retailing because the trend toward two-income households means fewer opportunities for selling in the home.

Accepted Answer

Direct selling has not disappeared as a major form of non-store retailing. It remains a popular sales channel for products such as cosmetics, jewelry, and kitchenware. While there may be some impact from the trend towards two-income households, there are still opportunities for home-based selling through direct selling companies that offer flexible schedules and online selling options.

Question 13

Many firms that want to use an intensive distribution strategy would find vending machines an attractive method of selling their goods.

Accepted Answer

Vending machines offer the convenience and accessibility necessary for an intensive distribution strategy, allowing firms to place their products in a wide range of locations and maximize their market coverage.

Question 14

Depending upon the promotional campaign,advertising may include paid and non-paid forms of non-personal communication.

Accepted Answer

The answer of Depending upon the promotional campaign,advertising may include...

Question 15

As a component of the promotion mix,advertising includes each of the activities marketers use to inform people about products and persuade them to participate in an exchange.

Accepted Answer

The answer of As a component of the promotion mix,advertising...

Question 16

The main difference between selective distribution and exclusive distribution is the number and type of market segments the firm chooses.In a selective strategy,a variety of profitable niche markets are selected,while in an exclusive strategy one specific market segment is targeted,and all others are excluded.

Accepted Answer

The answer of The main difference between selective distribution and...

Question 17

Advertising helps to cover the production costs of newspapers and magazines.

Accepted Answer

Advertising provides a major source of revenue for newspapers and magazines, helping to offset the costs of producing and distributing content.

Question 18

Direct mail is usually the best advertising medium to reach specific target markets.

Accepted Answer

Direct mail allows for precise targeting of specific demographics and customer segments, making it a highly effective advertising medium for reaching specific target markets. Additionally, direct mail has a higher response rate compared to other forms of advertising, making it more likely to generate a positive return on investment.

Question 19

An important reason for the popularity of direct marketing is that many people enjoy developing a personal relationship with a salesperson who comes directly to their home or place or work.

Accepted Answer

The answer of An important reason for the popularity of...

Question 20

While relatively inexpensive,there are very few examples of the effectiveness of radio advertising.

Accepted Answer

The statement is false. While radio advertising may be relatively inexpensive, there are numerous examples of its effectiveness, particularly for local businesses and niche markets. Many companies have seen great results from targeted radio ads, and there are many case studies and success stories available.

Quiz 15: Managing the Marketing Mix: Product, Price, Place, and Promotion