Question 1

Mercedes-Benz's management of a Facebook fan page as well as a YouTube channel displays the company's utilisation of

Accepted Answer

Mercedes-Benz's management of a Facebook fan page and YouTube channel indicates their use and management of social media platforms to engage with their customers and promote their brand.

Question 2

Interior Designs is a small home interior decorating company.It has a very limited budget for promotion and needs to be able to measure the effectiveness of its promotion easily.These objectives will best be achieved through

Accepted Answer

Personal selling allows for direct interaction with potential clients, making it easier to tailor the message to the audience and measure the effectiveness of the promotion, especially suitable for a company with a limited budget like Interior Designs.

Question 3

When Pringles created the new "Snack Stacks" size of chip packages for lunchboxes, it ran advertisements and offered coupons for the product.The objective of this promotion was

Accepted Answer

The answer of When Pringles created the new "Snack Stacks"...

Question 4

If Amazon.com struck a deal with FedEx such that it could guarantee one-day delivery of certain customers' orders, it should use promotional activities to

Accepted Answer

Promotional activities should be used to provide information about the new one-day delivery service, ensuring customers are aware of this new feature and its benefits.

Question 5

Organisations that sell to small business-to-business markets and those that use only a few wholesalers to market their products will probably focus on ____ as their promotional tool.

Accepted Answer

Small business-to-business markets and companies that use only a few wholesalers to market their products are likely to have more personal relationships with their clients and customers. Therefore, personal selling may be the most effective promotional tool in such cases. The sales representatives can engage with their clients one-on-one, understand their requirements, and guide them towards the right products or services.

Question 6

The best way to reach a very small target market is through

Accepted Answer

When the target market is very small, personal selling works best. This approach focuses on building relationships and trust with individual customers, which is crucial when dealing with a small target market. It also allows for customized approaches to each customer, which is not feasible with advertising, publicity, or promotion. Trade shows can be effective for reaching a larger audience, but they are not necessarily the best way to reach a very small target market.

Question 7

The president of your small company wants to better understand the basis on which you select your promotion mix.You indicate that the selection of promotion-mix ingredients and the degree to which they are used depend on all of the following except the

Accepted Answer

The selection of promotion mix should be based on objective factors such as organizational resources, nature of the target market, characteristics of the product, and feasibility of various promotion methods. Personal preferences of the marketers should not be the determining factor in selecting a promotion mix.

Question 8

If Sports Chalet promotes sale prices (as opposed to full retail prices) for its ski equipment in April, it is trying to do what?

Accepted Answer

The answer of If Sports Chalet promotes sale prices (as...

Question 9

A television commercial for Cheer laundry detergent demonstrates how clothes retain their original color after many washes using Cheer, while the competitor's detergent causes the colors to fade.This advertisement seeks to

Accepted Answer

The commercial aims to differentiate Cheer from its competitors and convince consumers to switch to Cheer, thus increasing its market share.

Question 10

For Minute Maid's new line of juice drinks to be successful, the company developed a promotion mix to reach a wide audience.The most effective promotion mix for reaching a wide audience would include ____ and ____.

Accepted Answer

Advertising is effective in reaching a wide audience through various media channels such as TV, radio, and online ads. Sales promotion offers incentives to encourage purchase behavior and can also reach a wide audience through tactics such as coupons, contests, and discounts. While the other options may have benefits, they are not as effective in reaching a wide audience as advertising and sales promotion.

Question 11

When marketers strive to develop an image in buyers' minds of their product relative to the image buyers have of competing products, they are essentially trying to do what?

Accepted Answer

Marketers are trying to position their product in the minds of buyers relative to competing products. Positioning involves creating a unique image and value proposition for the product in the minds of target customers. It helps differentiate the product from competitors and can lead to increased market share.

Question 12

Blackwelder Co.calls a meeting to announce to the media that it is hiring a new CEO and changing the company name to Natural Basics.The company will distribute additional materials at this meeting, which is called a

Accepted Answer

A press conference is a formal meeting called by an organization to provide information and answer questions from the media. In this scenario, Blackwelder Co. is announcing significant changes and distributing additional materials, making a press conference the best choice. A news release (A) is a written statement sent to the media, while a publicity affair (C) and promotional campaign (D) typically involve a series of events and activities rather than a single meeting. A media exclusive (E) would limit coverage to only one outlet, which may not be the best approach for this announcement.

Question 13

The positioning of the product

Accepted Answer

The positioning of the product refers to the development of a product image in consumers' minds relative to competing products. It is all about creating a unique identity for your product that sets it apart from similar products in the market. This positioning can help the product stand out and attract customers, leading to increased sales.

Question 14

Promotion is the prime ____ tool.

Accepted Answer

The answer of Promotion is the prime ____ tool.
...

Question 15

A 3,000-word piece written about a product by the company that owns or is responsible for the product is a

Accepted Answer

A 3,000-word piece written about a product by the company that owns or is responsible for the product is a feature article. This type of content is typically intended to provide in-depth information and analysis about a product, rather than simply promoting it. It may explore the product's development, its unique features, its benefits to users, and its potential impact on the market. Feature articles are often used by companies to build credibility and awareness among their target audiences, and they can be published in trade publications, online news outlets, or other relevant media channels.

Question 16

In general, consumer goods will depend on ____; industrial products are more likely to use ____ as the primary focus of their promotion mix.

Accepted Answer

Consumer goods often rely on advertising to reach a broad audience, while industrial products, which are typically sold in a business-to-business context, use personal selling as the main promotional strategy due to the need for detailed explanations and negotiations.

Question 17

Sears would like to promote its new line of dishwashers with the multi-flow system.Since this is a new feature, Sears needs to be able to demonstrate the product.Sears will most likely use

Accepted Answer

The answer of Sears would like to promote its new...

Question 18

All of the following except ___ are criticisms of promotion.

Accepted Answer

The answer of All of the following except ___ are...

Question 19

Stabilising sales is the goal of promotion efforts that

Accepted Answer

Promotion efforts aimed at increasing sales during slack periods help stabilize sales by boosting demand when it is typically low.

Question 20

McDonald's wants to launch a campaign promoting its new gargantuan-sized meals.Since McDonald's will be launching the new size nationally, it will want to use a mix of ____ and ____.

Accepted Answer

Since McDonald's is launching the new gargantuan-sized meals nationally, they would want to reach a wide audience. Advertising would help them reach a broader audience through various channels such as TV, online, print, etc. Sales promotion would also be helpful in promoting the new size by offering deals and discounts to consumers to encourage them to try the new product.

Quiz 14: Marketing Communications