Question 1

Publicity can be either positive or negative.

Accepted Answer

Publicity can generate positive or negative attention or reactions depending on the circumstances or actions being publicized.

Question 2

Mobile marketing can help build brand awareness.

Accepted Answer

Mobile marketing can reach a large audience and deliver targeted messaging, which can help increase brand awareness.

Question 3

The goal of Internet advertising is to connect customers and potential customers to a web site where they can learn more about a product or a company.

Accepted Answer

The main purpose of Internet advertising is to drive traffic to a website or online platform where customers can access more information about a product or a company.

Question 4

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 5

One of the benefits of advertising on the Internet is that it provides a way to link firms and customers so that they can learn more about each other.

Accepted Answer

Advertising on the Internet allows firms to provide information about their products or services to potential customers who can then learn more about the company and make informed purchasing decisions. Additionally, customers can provide feedback and engage with the company through various online channels. Therefore, the Internet provides a way to link firms and customers and create a mutually beneficial relationship.

Question 6

An effective public relations department regularly listens to and communicates with the public.

Accepted Answer

It is important for a public relations department to engage in two-way communication with the public in order to build relationships, gather feedback, and understand the public's perceptions and concerns. This includes not only sending out messages, but also actively listening and responding to the public's feedback and concerns.

Question 7

An effective public relations program informs the public that the firm is responsive to their needs.

Accepted Answer

An effective public relations program involves creating a positive image for the firm and showcasing its responsiveness to the needs of the public. This helps build trust and credibility with the consumers.

Question 8

To be effective and maintain its independence,the public relations department should avoid establishing close relationships with the media,community leaders,and other corporate stakeholders.

Accepted Answer

Building relationships with media, community leaders, and other stakeholders is actually important for the public relations department to effectively spread the organization's message and maintain relationships with key audiences. However, it is important for the public relations department to maintain independence and not let these close relationships compromise their ethical practices or messaging.

Question 9

Unlike other promotional tools,publicity is free.

Accepted Answer

Publicity refers to the coverage that a product, brand, or business receives through media outlets such as newspapers, magazines, television, and social media. Unlike advertising or other promotional tools, publicity is not paid for and can be obtained through newsworthy events, press releases, or other media-worthy stories.

Question 10

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 before committing to a purchase, which can increase the chances of them purchasing it and considering it superior to other options.

Question 11

Sales promotion involves long-term strategies firms use to enhance their image.

Accepted Answer

Sales promotion typically involves short-term tactics to boost sales, such as discounts, coupons, and limited-time offers. Building an image usually involves longer-term efforts, such as brand positioning, public relations, and advertising campaigns.

Question 12

The first formal step in the B2C sales process is the approach.

Accepted Answer

The approach is the first step in the B2C sales process, where the salesperson reaches out to the potential customer and initiates the conversation.

Question 13

When it comes to reaching global markets,evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.

Accepted Answer

Evidence suggests that the "one size fits all" approach is not effective in reaching global markets. Cultural and regional differences must be taken into account when designing the promotional mix.

Question 14

Coupons,contests,and sampling represent sales promotion activities.

Accepted Answer

Coupons, contests, and sampling are all examples of sales promotion activities used by companies to incentivize customers to buy their products or try them out.

Question 15

Sales promotion programs can be used to generate employee enthusiasm.

Accepted Answer

Sales promotion programs can be used as incentives for employees to work harder and improve their performance, which in turn boosts their enthusiasm and motivation. For example, offering bonuses or rewards for meeting sales targets can motivate employees to work towards achieving those goals, leading to higher levels of enthusiasm and engagement in their work.

Question 16

Compared to advertising,publicity is less believable.

Accepted Answer

The answer of Compared to advertising,publicity is less believable....

Question 17

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

Accepted Answer

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

Question 18

Compared to advertising,publicity offers a firm greater control over when and how often the message is communicated.

Accepted Answer

Publicity is often generated through media coverage or word-of-mouth, which means the firm has less control over the timing and frequency of the message. Advertising, on the other hand, allows for more control over the messaging and its dissemination.

Question 19

Publicity is the talking arm of public relations.

Accepted Answer

Publicity is a subset of public relations and involves communicating information through the media, whereas public relations is a broader field that includes strategic communication and relationship building with audiences. Therefore, publicity can be considered as the talking arm of public relations.

Question 20

Public relations is the function that involves the evaluation of public attitudes and execution of a program to earn public acceptance.

Accepted Answer

This is the definition of public relations as stated by the Public Relations Society of America (PRSA).

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