Question 1

_____ means using normal promotion effort to help sell the whole marketing mix to possible channel members.
A) Pushing
B) Pulling
C) Encoding
D) Decoding
E) Controlling

Accepted Answer

Pushing means using normal promotion effort which is personal selling, advertising, and sales promotion to help sell the whole marketing mix to possible channel members.

Question 2

When firms promote products to their own employees as part of an internal marketing effort, they are using a
A) digital marketing approach.
B) pulling approach.
C) personal selling approach.
D) telemarketing approach.
E) pushing approach.

Accepted Answer

Some firms emphasize promotion to their own employees especially salespeople or others in contact with customers. This type of internal marketing effort is basically a variation on the pushing approach.

Question 3

Nantucket Hammocks, Inc. uses dealer incentives, discounts, and sales contests in order to encourage retailers to give special attention to selling its products. Nantucket Hammocks is using
A) exclusive distribution.
B) a corporate channel system.
C) dual distribution.
D) an administered channel system.
E) pushing.

Accepted Answer

Pushing means using normal promotion effort which is personal selling, advertising, and sales promotion to help sell the whole marketing mix to possible channel members.

Question 4

A producer using normal promotion efforts-personal selling, sales promotion, and advertising-to help sell a whole marketing mix to possible channel members has:
A) a selective distribution policy.
B) a target marketing policy.
C) an intensive distribution policy.
D) a pushing policy.
E) a pulling policy.

Accepted Answer

Pushing means using normal promotion effort which is personal selling, advertising, and sales promotion to help sell the whole marketing mix to possible channel members.

Question 5

When a salesperson for Procter and Gamble calls on key wholesalers to explain why they should stock and sell a new type of Procter and Gamble shampoo to retailers, this is an example of:
A) Pulling
B) AIDA
C) Encoding
D) Pushing
E) Decoding

Accepted Answer

The pushing approach emphasizes the importance of securing the wholehearted cooperation of channel members to promote the product in the channel and to the final user.

Question 6

This promotional approach emphasizes the importance of securing the wholehearted cooperation of channel members to promote the product in the channel and to the final user.
A) Pulling
B) Pushing
C) Encoding
D) Decoding
E) Franchising

Accepted Answer

Pushing emphasizes the importance of securing the wholehearted cooperation of channel members to promote the product in the channel and to the final user.

Question 7

When developing a good promotion blend, a marketing manager should:
A) be more concerned with persuading the target customers than informing or reminding.
B) determine who the firm is trying to influence.
C) realize that the right blend depends more on what customers expect than on what the firm wants to accomplish.
D) realize that promotion to final consumers is usually based on "pulling."
E) None of these alternatives is true.

Accepted Answer

There is no one right promotion blend for all situations. Each blend must be developed as part of a marketing mix.

Question 8

A producer might use a "pulling policy" rather than a "pushing policy" if:
A) intermediaries are reluctant to handle a new product.
B) it is offering a very "high-tech" product to a small product-market.
C) its sales force has been very successful getting wholesalers and retailers to handle its product.
D) it has a very limited promotion budget.
E) All of these alternatives are correct.

Accepted Answer

A producer might use a pulling policy when intermediaries are reluctant to handle a product.

Question 9

A firm's annual sales meeting
A) is a type of external marketing effort.
B) is basically a variation on the pulling approach.
C) is a type of internal marketing effort which is a variation on the pushing approach.
D) is a method of promotion implemented where the employees' effort is an expendable part of the product.
E) is a type of internal marketing effort which is a combination of both the pushing and pulling approach.

Accepted Answer

Some firms emphasize promotion to their own employees especially salespeople or others in contact with customers. A firm's annual sales meeting is a type of internal marketing effort, which is a variation on the pushing approach.

Question 10

A producer using very aggressive promotion to get final consumers to ask intermediaries for a new product has:
A) a pulling policy.
B) a target marketing policy.
C) a selective distribution policy.
D) a pushing policy.
E) an intensive distribution policy.

Accepted Answer

Most producers focus a significant amount of promotion on customers at the end of the channel. This helps to stimulate demand and pull the product through the channel of distribution. Pulling is getting customers to ask intermediaries for the product.

Question 11

Which of the following strategies is most likely to be used in a push promotion to intermediaries in a sales channel?
A) A retailer of flat-screen TVs runs ads in local newspapers
B) Consumers in a geographic area learn about a new flat-screen TV through television ads
C) Consumers in a geographic area contact a TV retailer to ask about a specific model of TV
D) A TV retailer provides free maintenance plans with every flat-screen TV a customer buys
E) A TV wholesaler includes a free flat-screen TV with every ten TVs that a retailer buys

Accepted Answer

Push promotions to intermediaries within a sales channel usually concentrate on personal selling. When suppliers offer similar products and compete for attention and shelf space, intermediaries usually pay attention to the one with the best profit potential. So sales promotions targeted at intermediaries usually focus on short-term arrangements that will improve the intermediary's profits. For example, a soft-drink bottler might offer a convenience store a free case of drinks with each two cases it buys. The free case improves the store's profit margin on the whole purchase.

Question 12

A producer of household batteries for flashlights, radios, and other small electronic devices wants to increase its sales relative to its competitors. The company enters into an arrangement with a supplier of bicycles to develop an incentive for retail buyers to order more batteries. Salespeople for the battery company tell each buyer that for every 20 cases of batteries ordered, the buyer will get a new bicycle. The buyer can keep the bicycle, or use it as part of an in-store contest promotion. The battery company's promotion effort aimed at retail buyers is:
A) Pushing in the channel.
B) Pulling by customers.
C) Integrated marketing communications.
D) Buyer-initiated communication.
E) None of these is a good answer.

Accepted Answer

Pushing means using normal promotion effort which is personal selling, advertising, and sales promotion to help sell the whole marketing mix to possible channel members.

Question 13

Which of the following is NOT true about the relation between promotion blends and the promotion target?
A) Pushing in the channel means using normal promotion to intermediaries.
B) Service-oriented companies often try to design ads targeted at customers that also communicate to their own employees.
C) Promotion to intermediaries emphasizes personal selling.
D) Pushing within the firm involves promotion to employees, especially salespeople.
E) All of these alternatives are true.

Accepted Answer

Pushing means using normal promotion efforts to intermediaries; service-oriented firms design promotion that targets customers and employees; promotion to intermediaries emphasizes personal selling; and pushing within the firm targets employees, especially salespeople.

Question 14

A producer of disposable diapers is planning to introduce a new brand of diapers that is specially designed for large babies who are hard to fit with regular diapers. The company mails coupons for the new brand to all the consumers in its database of disposable diaper users. The coupons offer consumers a $2 discount off the regular price of a pack of diapers. The company sends an accompanying letter advising consumers to bring the coupons to their favorite store and use them. If the brand is not in stock, the letter encourages consumers to ask the store manager to stock the new brand. This promotion effort by the company is an example of:
A) Pushing in the channel.
B) Pulling by customers.
C) Integrated marketing communications.
D) Buyer-initiated communication.
E) None of these is a good answer.

Accepted Answer

Most producers focus a significant amount of promotion on customers at the end of the channel. This helps to stimulate demand and pull the product through the channel of distribution. Pulling is getting customers to ask intermediaries for the product.

Question 15

Because she frequently buys books at Amazon.com, Sophie Soleil set up an account and password at the website. Now, when she logs on and searches for a specific book, a note pops up at the center of her laptop screen saying: "Hello, Sophie, we have recommendations for you," and proceeds to list other titles that Sophie might enjoy based on her previous purchases. Amazon can remember Sophie (and her previous purchases) because the online retailer uses:
A) encoding.
B) banners.
C) decoding.
D) cookies.
E) surveys.

Accepted Answer

Many websites place "cookies" on a customer's computer so that when the customer revisits their site the system can "remember" the customer and automatically recall past purchase activity.

Question 16

_____ means getting customers to ask intermediaries for the product.
A) Pulling
B) Pushing
C) Branding
D) Underwriting
E) Forecasting

Accepted Answer

Pulling means getting customers to ask intermediaries for the product.

Question 17

American Tourister, Inc.-a producer of luggage-is planning to introduce a new product line. The marketing manager is having her sales force call on retailers to explain American Tourister's consumer advertising plans, the unique features of the new luggage, how the distributors can best promote it, and what sales volume and profit margins they can reasonably expect. This is an example of:
A) a "pulling" policy.
B) intensive distribution.
C) selective distribution.
D) a "pushing" policy.
E) exclusive distribution.

Accepted Answer

Pushing means using normal promotion effort which is personal selling, advertising, and sales promotion to help sell the whole marketing mix to possible channel members.

Question 18

Clairol Corp. is introducing a new brand of shampoo in a highly competitive market. Wholesalers might be willing to handle the new product, except that retailers are already complaining about overcrowded shelf space. Therefore, Clairol has decided to spend $10 million on TV advertising and send free samples to 3,000,000 households to convince consumers of the new product's superiority-and to get them to ask for it at their retail store. Clairol is using:
A) dual distribution.
B) a "pulling" policy.
C) direct marketing.
D) a "pushing" policy.
E) a sampling distribution.

Accepted Answer

Most producers focus a significant amount of promotion on customers at the end of the channel. This helps to stimulate demand and pull the product through the channel of distribution. Pulling is getting customers to ask intermediaries for the product.

Question 19

Identify the FALSE statement regarding promotion to intermediaries.
A) When suppliers offer similar products and compete for attention and shelf space, intermediaries usually pay attention to the one with the best profit potential.
B) Sales managers handle most of the important communication with intermediaries who do not want empty promises.
C) Sales promotions targeted at intermediaries usually focus on short-term arrangements that will improve the intermediary's profits.
D) Trade ads usually encourage intermediaries to contact the supplier for more information, and then a salesperson takes over.
E) During sales promotion, intermediaries want to know what they can expect in return for their cooperation.

Accepted Answer

Salespeople handle most of the important communication with wholesalers and retailers. They don't want empty promises. They want to know what they can expect in return for their cooperation and help.

Question 20

The Canyonlands Corporation is introducing a new product next month. To prepare for the introduction, the marketing manager is having his sales force call on distributors to explain the unique features of the new product, how the distributors can best promote it, and what sales volume and profit margins they can reasonably expect. In addition, Canyonlands is budgeting 2 percent of its estimated sales for magazine advertising. This is an example of:
A) selective distribution.
B) a "pulling" policy.
C) exclusive distribution.
D) a "pushing" policy.
E) intensive distribution.

Accepted Answer

Pushing means using normal promotion effort which is personal selling, advertising, and sales promotion to help sell the whole marketing mix to possible channel members.

Quiz 13: Promotion-Introduction to Integrated Marketing Communications

_____ means using normal promotion effort to help sell the whole marketing mix to possible channel members.

When firms promote products to their own employees as part of an internal marketing effort, they are using a

Nantucket Hammocks, Inc. uses dealer incentives, discounts, and sales contests in order to encourage retailers to give special attention to selling its products. Nantucket Hammocks is using

A producer using normal promotion efforts-personal selling, sales promotion, and advertising-to help sell a whole marketing mix to possible channel members has:

When a salesperson for Procter and Gamble calls on key wholesalers to explain why they should stock and sell a new type of Procter and Gamble shampoo to retailers, this is an example of:

This promotional approach emphasizes the importance of securing the wholehearted cooperation of channel members to promote the product in the channel and to the final user.

When developing a good promotion blend, a marketing manager should:

A producer might use a "pulling policy" rather than a "pushing policy" if:

A firm's annual sales meeting

A producer using very aggressive promotion to get final consumers to ask intermediaries for a new product has:

Which of the following strategies is most likely to be used in a push promotion to intermediaries in a sales channel?

Which of the following is NOT true about the relation between promotion blends and the promotion target?

_____ means getting customers to ask intermediaries for the product.

Identify the FALSE statement regarding promotion to intermediaries.