Question 1

Which promotional technique is best suited to a situation in which a company wants consumers to actually try its product or service at no cost?

Accepted Answer

Sampling is the best-suited promotional technique for encouraging consumers to try a product or service at no cost. It directly offers the product for free, allowing consumers to experience it firsthand.

Question 2

A critical marketing tool for global companies such as Red Bull is:

Accepted Answer

Event marketing is a critical tool for global companies like Red Bull, which is known for its extensive involvement in and sponsorship of sports events, music festivals, and extreme sports competitions. These events align with the brand's image and target market, making event marketing a highly effective strategy for engagement and brand promotion.

Question 3

Coupons are not a favorite promotion tool for use in:

Accepted Answer

E

Question 4

Promotions designed to increase product availability in distribution channels are known as:

Accepted Answer

Trade sales promotions are specifically aimed at the members of the distribution channel, such as wholesalers and retailers, to encourage them to stock and promote a product, thereby increasing its availability in the market.

Question 5

Kashani and Quelch identify four factors that contribute to more involvement of company headquarters in the sales promotion effort,which include all of the following except:

Accepted Answer

Kashani and Quelch's framework for the involvement of company headquarters in sales promotion efforts does not specifically list "promotion" as a factor. Instead, they focus on aspects like cost, complexity, global branding, and transnational trade as key factors that necessitate greater involvement from the headquarters.

Question 6

A marketer of fine French cognac offers fancy cigar ashtrays as prizes to consumers who correctly solve a crossword puzzle.Which of the following most accurately describes this offer?

Accepted Answer

This is a nonprice promotion because it involves offering a free gift (fancy cigar ashtrays) as an incentive for engaging in a specific action (solving a crossword puzzle), rather than directly reducing the price of the product.

Question 7

From the point of view of the marketer,sales promotion provides accountability.

Accepted Answer

Sales promotion allows marketers to track the effectiveness of their campaigns through direct metrics such as sales volume, redemption rates of coupons, and overall customer engagement, providing clear accountability for marketing efforts.

Question 8

PepsiCo rolled out a "PepsiMoji" promotion in Canada,Russia,and Thailand.The rollout coincided with World Emoji Day;labels on the brand's soft-drink cans and bottles had special emoji's.However,the promotion was not successful.

Accepted Answer

PepsiCo's "PepsiMoji" promotion was actually successful, engaging consumers with creative emoji designs on packaging and aligning with the global trend of using emojis in digital communication.

Question 9

In a contest in 45 different languages covering 60 countries,marketers for Axe Apollo invited consumers to fill out an "astronaut profile." This is an example of:

Accepted Answer

This is an example of a sales promotion by a global marketer, where a unique and engaging activity (filling out an "astronaut profile") is used to attract consumers' attention worldwide.

Question 10

Spoexa,a food-marketing company,was hired by the French Ministry of Agriculture to organize cocktail parties in 19 countries in order to:

Accepted Answer

The answer of Spoexa,a food-marketing company,was hired by the French...

Question 11

Promotions that are designed to increase product availability in distribution channels are known as:

Accepted Answer

The answer of Promotions that are designed to increase product...

Question 12

It was found that Malaysians hesitate to use coupons due to the:

Accepted Answer

The fear of public embarrassment is a significant factor that causes Malaysians to hesitate to use coupons, as it can be seen as a sign of financial need or frugality, which might be socially stigmatized.

Question 13

To fight counterfeiting,the "Disney Magical Journey" promotion was keyed to mail-in hologram stickers on genuine Disney products.Participants could win Disney DVDs,TV sets,and trips to Hong Kong Disneyland.This is an example of:

Accepted Answer

This is an example of a sales promotion by a global marketer, Disney, using mail-in hologram stickers on genuine products to combat counterfeiting and incentivize purchases with the chance to win prizes.

Question 14

A box of Crest toothpaste contains a coupon entitling the buyer to save 50 cents when purchasing a Crest toothbrush.What type of sales promotion does this represent?

Accepted Answer

Cross couponing is a promotional tool where a coupon for one product (in this case, a Crest toothbrush) is placed in the packaging of another product (Crest toothpaste). This encourages the purchase of the second product.

Question 15

Which of the following is not an advantage of using sales promotions?

Accepted Answer

The answer of Which of the following is not an...

Question 16

Unilever hired a promotional marketing firm to pass out Lever 2000 hand wipes in food courts and petting zoos.This is an example of:

Accepted Answer

The distribution of hand wipes in locations like food courts and petting zoos, where people are likely to get their hands dirty, is an example of point-of-dirt sampling.

Question 17

The success of the Stratos project helps Red Bull by:

Accepted Answer

The Stratos project was a unique and high-profile event that helped Red Bull stand out from its competitors by showcasing its brand in an extraordinary and memorable way.

Question 18

Social couponing is one of the hottest sales promotion trends today.This refers to:

Accepted Answer

Social couponing refers to the use of platforms like Groupon, where groups of consumers can receive significant discounts on products or services by purchasing them together. This trend leverages social networks and group buying to offer value to both the consumer and the retailer.

Question 19

At concerts and other events,street teams pass out free samples while driving specially modified cars with giant Red Bull cans mounted on them.This is an example of regiocentric orientation.

Accepted Answer

This is an example of a promotional marketing strategy, not regiocentric orientation. Regiocentric orientation refers to a company's focus on specific geographic regions, tailoring products and marketing strategies to those areas, rather than the use of promotional tactics like street teams and branded vehicles.

Question 20

PepsiCo experienced great success in Latin America with its Numeromania contest,which lured consumers by promising big cash prizes.They used the same contest in Poland successfully.This shows that:

Accepted Answer

The success of the Numeromania contest in both Latin America and Poland demonstrates the ability to leverage experience gained in one market and apply it successfully in another, showcasing the adaptability and effectiveness of marketing strategies across different regions.

Quiz 14: Global Marketing Communications Decisions II: Sales Promotion, personal Selling, and Special Forms of Marketing Communication