Question 1

In the prepurchase stage of the consumer purchase decision process,

Accepted Answer

In the prepurchase stage, consumers are gathering information and forming opinions about products. Advertising is more helpful than personal selling at this stage because it can reach a larger audience and provide the necessary information to influence consumer perceptions and awareness.

Question 2

With respect to a product for which a promotional mix is being developed, risk

Accepted Answer

Risk can be assessed in terms of financial, social, and physical aspects. This understanding is important for developing an effective promotional mix as it helps in choosing the most appropriate promotional techniques and setting communication objectives.

Question 3

During the post-purchase stage of the consumer purchase decision process, __________ plays a small role.

Accepted Answer

The answer of During the post-purchase stage of the consumer...

Question 4

With many industrial products and consumer purchases, ancillary services are an important consideration in selecting the promotional mix. The role of __________ is important to establish the seller's reputation. However, __________ is essential for building buyer confidence and providing evidence of customer service.

Accepted Answer

Advertising helps establish the seller's reputation, while personal selling is essential for building buyer confidence and providing evidence of customer service.

Question 5

A push strategy exists if a manufacturer

Accepted Answer

A push strategy involves directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product. This is often done through personal selling, trade promotions, and other tools that incentivize channel members to push the product to consumers. Option A mentions advertising to ultimate consumers, which is a key component of a pull strategy. Option C is not an ethical approach, and option E is not related to a push strategy. Option D could be considered a pull strategy, as it involves encouraging consumers to ask for the product in order to create demand.

Question 6

In the purchase stage of the consumer purchase decision process, __________ gives consumers control over the process.

Accepted Answer

The answer of In the purchase stage of the consumer...

Question 7

In the post-purchase stage of the consumer purchase decision process, advertising and personal selling help

Accepted Answer

In the post-purchase stage, buyers often experience anxiety and doubt about their purchase decision. Advertising and personal selling can help reduce this anxiety by reinforcing the positive attributes of the product and addressing any concerns or issues the buyer may have. By doing so, they can increase the likelihood of repeat business and positive word-of-mouth referrals.

Question 8

In terms of product characteristics, the greater the risk, the greater the need for __________ as a key element of the promotional mix.

Accepted Answer

Personal selling allows for direct interaction between a salesperson and the potential customer, allowing the salesperson to address any concerns or questions about the higher risk product. This can lead to building trust and ultimately increasing the likelihood of a purchase. Other promotional tools may not be as effective in mitigating risk perception.

Question 9

During the post-purchase stage of the consumer purchase decision process, __________ in the form of coupons can help encourage repeat purchases from satisfied first-time triers.

Accepted Answer

Sales promotion in the form of coupons can incentivize satisfied customers to make repeat purchases, thus helping the company to build loyalty and retain customers. Other options like advertising, personal selling, publicity, and direct marketing may not provide the same level of immediate motivation for customers to purchase again.

Question 10

The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using __________ promotional channel strategy.

Accepted Answer

The use of marketing and advertising to create demand among consumers and encourage them to request the product from their healthcare providers is known as a pull strategy. This approach is frequently used in the pharmaceutical industry, and is particularly effective for products that are marketed directly to consumers (such as over-the-counter medications) or for conditions where patients play an active role in managing their care (such as diabetes). By encouraging patients to ask for specific drugs by name, manufacturers are able to create a pull from the end consumer that leads to increased demand and sales.

Question 11

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using __________ strategy.

Accepted Answer

A push strategy involves directing the promotional mix towards channel members such as wholesalers or retailers, with the aim of getting them to purchase and stock the product. This strategy creates demand from the channel to the end consumer.

Question 12

With many industrial products and consumer purchases, ancillary services are an important consideration in selecting the promotional mix. The role of __________ can be used to describe how a product or service can be customized to individual needs. However, __________ is essential for building buyer confidence and providing evidence of customer service.

Accepted Answer

Personal selling can be used to customize a product or service to individual needs, while direct marketing is essential for building buyer confidence and providing evidence of customer service.

Question 13

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as

Accepted Answer

A pull strategy involves directing promotional efforts towards the end consumer in order to encourage them to ask retailers for the product, creating demand that 'pulls' the product through the distribution channel. This is a contrast to a push strategy, in which promotional efforts are targeted at intermediaries in the channel to encourage them to stock and sell the product. Therefore, the best choice is E.

Question 14

In the purchase stage of the consumer purchase decision process, research indicates that __________ activities shorten the time consumers take to adopt a product or service.

Accepted Answer

The answer of In the purchase stage of the consumer...

Question 15

Chrysler Corp. provides support and incentives for its Chrysler, Dodge, and Jeep dealers. Through a multilevel program, Chrysler provides incentives to reward dealers for meeting sales goals. Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections. All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.

Accepted Answer

The actions described, such as providing incentives and rewards for meeting sales goals, are all examples of a push strategy, which involves pushing the product through the channel to the end consumer. The other options (dump, pull, unload, and no haggle) do not accurately describe the actions being taken by Chrysler in this scenario.

Question 16

A pull strategy exists if a manufacturer

Accepted Answer

A pull strategy involves directing the promotional mix towards ultimate consumers to encourage them to ask retailers for the product. This creates demand at the retail level, which then affects the rest of the supply chain.

Question 17

During the post-purchase stage of the consumer purchase decision process, marketers want to reduce post-purchase anxiety for their customers. Which of the following would be most useful for accomplishing this objective?

Accepted Answer

Advertising and personal selling are the two most effective tools to reduce post-purchase anxiety as they provide personalized communication with the customer and the opportunity to clarify any doubts or concerns they may have. Sales promotion can also be useful, but it is a temporary tool that may not be effective in the long term. Publicity may not be controllable by the company and may not address specific customer concerns.

Question 18

Pharmaceutical companies now spend more than $3.8 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

Accepted Answer

The phrase "direct-to-consumer" best fits the blank in the sentence, as it refers to advertising aimed directly at the end user of the product (in this case, the patient), rather than at the healthcare professional who may prescribe it. This type of advertising has become increasingly common in recent years, and has been subject to criticism for potentially promoting unnecessary or inappropriate use of prescription drugs.

Question 19

In the prepurchase stage of the consumer purchase decision process, which promotional element is most important?

Accepted Answer

In the prepurchase stage, advertising is the most important promotional element as it helps create awareness and knowledge about the product or service among target consumers. It can reach a wide audience and has the potential to influence their perceptions and attitudes towards the brand. Other promotional elements like public relations, sales promotion, personal selling, and communication can also be important in certain situations, but they may not have the same reach and impact as advertising.

Question 20

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors. The manufacturers of these drugs are using __________ strategy.

Accepted Answer

A pull strategy is one in which the manufacturer advertises to the end consumer in order to create demand and encourage the consumer to ask for the product from their doctor or retailer. The national TV advertising campaigns for prescription drugs such as Lipitor fit this description, as they are aimed at creating demand from patients and encouraging them to ask their doctors for the drug by name.

Quiz 17: Integrated Marketing Communications and Direct Marketing