Question 1

Direct-response promotion usually relies on a _____ database to target specific prospects.
A) customer relationship management
B) sales force management
C) entity-attribute-value model
D) enterprise relationship management
E) multidimensional preference

Accepted Answer

Direct-response promotion aims to elicit an immediate response from specific prospects. To achieve this, it is crucial to have a customer relationship management (CRM) database that contains information about the target audience's behavior, preferences, and contact details. By utilizing CRM data, marketers can craft personalized communication and offers that are most likely to resonate with the recipients, leading to a higher conversion rate. Choice B and Choice D are about managing sales teams and enterprise relationships, respectively, and are not directly relevant to direct-response promotion. Choice C refers to a data modeling technique that may be used in database design but is not specific to targeting prospects. Similarly, multidimensional preference is not a commonly used term in marketing and lacks specificity.

Question 2

A pharmaceutical company plans to introduce a new brand of pain reliever targeted at senior citizens. The company purchases a mailing list containing the names and addresses of elderly people who are known to take pain relievers on a regular basis to deal with chronic ailments such as arthritis. The company then sends informational brochures about the new product to the people on the list, along with a coupon they can return to get a free sample. The names of the people who respond are entered into a special database and are sent information about other products. This company is engaged in:
A) Publicity response.
B) Personal selling.
C) Direct-response promotion.
D) Decoding response.
E) Noise interference.

Accepted Answer

The pharmaceutical company is engaging in direct-response promotion, as they are directly targeting and contacting potential customers with the intent of getting an immediate response (in this case, returning the coupon to receive a free sample). The use of a mailing list and database for future promotions also supports this strategy.

Question 3

An integrated direct-response promotion is most likely to be effective if:
A) it is used by a nonprofit organization rather than a firm.
B) other elements of the promotion blend are not integrated.
C) it involves one-way communications between a firm and its target customer.
D) it relies on a CRM database to target specific individuals.
E) None of the above is a good answer.

Accepted Answer

An integrated direct-response promotion that relies on a CRM database to target specific individuals is most likely to be effective because it allows for personalized communication and tailored messaging to specific individuals. This increases the likelihood that the promotion will resonate with the target customer and lead to a response or conversion.  The other choices are incorrect because a promotion can be effective regardless of whether it is used by a nonprofit or for-profit organization, whether other elements of the promotion blend are integrated, or whether it involves one-way or two-way communication.

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

A producer using normal promotion efforts of personal selling, sales promotion, and advertising to help sell a whole marketing mix to possible channel members has a pushing policy. This pushing policy is characterized by intensive trade promotion and personal selling to the intermediaries who will then push the product through to the end-users.

Question 5

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

The marketing manager's actions are an example of a "pushing" policy, where the company actively promotes the product to distributors and encourages them to push the product on to consumers. The budgeted magazine advertising is also part of this pushing strategy. This is different from a "pulling" policy, where the company focuses on creating demand among consumers to pull the product into retail stores or through online channels. Therefore, the correct answer is D.

Question 6

In customer-initiated interactive communication:
A) the message channel has no impact.
B) noise is no longer a factor.
C) the source initiates the communication.
D) interactive technology plays a big role.
E) action is less immediate.

Accepted Answer

In customer-initiated interactive communication, interactive technology plays a big role as it is the customer who initiates the communication through various channels such as social media, chatbots, or mobile apps. Noise could still be a factor, and the source does not initiate the communication. However, action is generally more immediate as the customer is actively seeking a response or resolution.

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) All of the above are true.
E) None of the above is true.

Accepted Answer

A marketing manager should determine who the firm is trying to influence to tailor the promotion blend effectively to the target audience's needs and preferences.

Question 8

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

This scenario describes a "pushing" policy, where the marketing manager is pushing information about the new product to retailers in order to persuade them to sell it. A "pulling" policy would involve creating demand for the product among consumers, who would then demand that retailers carry it. Intensive distribution involves getting the product into as many retail outlets as possible, while selective distribution involves carefully choosing which retailers will sell the product. Exclusive distribution involves limiting the number of retailers who can sell the product.

Question 9

Which of the following statements about the target of promotion and promotion blends is true?
A) Each unique market segment may need a different promotion blend.
B) Promotion to intermediaries emphasizes personal selling.
C) Promotion to employees involves pushing.
D) Promotion to final consumers is usually a combination of pushing and pulling.
E) All of the above are true.

Accepted Answer

Each statement accurately describes aspects of promotion strategies: different segments require tailored promotion blends, intermediaries often need personal selling, employee promotion involves pushing, and final consumer promotion uses both pushing and pulling strategies.

Question 10

When a purchasing agent from Ford Motor Co. is trying to find information about a new type of component that might be used in the production of a new Ford SUV, the most common message channel for him to search is:
A) television.
B) newspapers.
C) radio.
D) the Internet.
E) trade magazines.

Accepted Answer

The most common message channel for a purchasing agent to search for information about a new type of component would be the Internet. The Internet provides a vast amount of information and resources at the click of a button, making it easy for the purchasing agent to research and compare different options for the component. Other channels like TV, newspapers, radio, and trade magazines may provide some information, but they may not be as thorough or up-to-date as the Internet.

Question 11

Because she frequently buys books at Amazon.com, Sophie Soleil set up an account and password at the Web site. 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

Amazon is able to personalize Sophie's experience on their website by using cookies, which are small pieces of data stored on a user's computer by a website. In this case, the cookie is used to remember Sophie's login information and her previous purchases, allowing Amazon to provide personalized recommendations.

Question 12

When Hewlett-Packard sends an e-mail to key business customers announcing a special low price on a new type of printer that is faster and produces better-quality color documents than any of its current printers, this is an example of:
A) direct-response promotion.
B) integration.
C) publicity.
D) indirect-response promotion.
E) mass selling.

Accepted Answer

The e-mail from Hewlett-Packard is directly targeting key business customers with a call-to-action to purchase the new printer at a special low price, making it an example of direct-response promotion.

Question 13

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

Nantucket Hammocks is using a pushing strategy, which involves motivating intermediaries to push the product down to their customers through incentives, discounts, and contests.

Question 14

_____ 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 refers to using normal promotion efforts such as advertising, personal selling, and sales promotion to help sell the whole marketing mix to possible channel members, such as wholesalers and retailers.

Question 15

In the customer-initiated communication process:
A) the marketer targets more of its promotion effort at specific individuals who respond directly.
B) a firm relies on a CRM database to target specific prospects.
C) a customer initiates the communication process with a decision to search for information in a particular message channel.
D) a seller initiates the communication process with a decision to search for information in a particular message channel.
E) there is a transfer of information from higher-level management to production workers.

Accepted Answer

In the customer-initiated communication process, the customer takes the initiative to search for information in a particular message channel. The marketer may have already placed the message in that channel, but the customer is the one who chooses to interact with it. This process is also known as pull marketing, where the customer is actively seeking out information about a product or service.

Question 16

When a college student receives e-mail messages that are a "sales pitch" for a product that she is not interested in purchasing, this is an example of:
A) spam.
B) AIDA.
C) pulling.
D) publicity.
E) decoding.

Accepted Answer

This is an example of spam, which is unsolicited junk email sent to multiple recipients.

Question 17

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

The pushing promotional approach involves pushing the product through the marketing channel by focusing on heavy promotion and personal selling efforts directed towards channel members such as distributors and retailers, with the aim of encouraging them to promote and sell the product to the final user. Therefore, it emphasizes the importance of securing the wholehearted cooperation of channel members. On the other hand, the pulling approach focuses on generating demand from the final user, which may or may not involve the active participation of channel members. The other options (encoding, decoding, franchising) are not relevant to this promotional approach.

Question 18

Which of the following is not likely to be an ethical concern raised by direct-response methods?
A) Harvesting trees to make paper for direct-response junk mail.
B) Getting direct-promotion telephone solicitations at any time.
C) Using a direct-response database that includes personal information.
D) Sending out weekly specials via an e-mail newsletter on a request only basis.
E) Coping with the constant flow of spam in e-mail boxes.

Accepted Answer

Sending out weekly specials via an e-mail newsletter on a request only basis is not likely to be an ethical concern raised by direct-response methods, as it is based on opt-in permission marketing and the recipient has agreed to receive the emails. The other options may raise ethical concerns such as environmental impact, invasion of privacy, and spamming.

Question 19

In the customer-initiated interactive communication process:
A) the message channel is no longer a factor.
B) noise is no longer a factor.
C) messages typically must be very short and simple.
D) the buyer starts the process.
E) none of the above is true.

Accepted Answer

In customer-initiated interactive communication, the buyer starts the process by initiating communication with the seller or brand. The message channel and noise are still factors, and messages can vary in length and complexity depending on the nature of the communication.

Question 20

Which of the following statements about communication processes is(are) true?
A) Targeting is important in both traditional and customer-initiated interactive communication.
B) The seller starts the communication in the traditional communication process.
C) Noise can distract the process in traditional and customer-initiated interactive communication.
D) The buyer starts the communication in the customer-initiated interactive communication process.
E) All of the above are true.

Accepted Answer

All of the statements are true.

Quiz 14: Promotion-Introduction to Integrated Marketing Communications

Direct-response promotion usually relies on a _____ database to target specific prospects.

An integrated direct-response promotion is most likely to be effective if:

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

In customer-initiated interactive communication:

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

Which of the following statements about the target of promotion and promotion blends is true?

When a purchasing agent from Ford Motor Co. is trying to find information about a new type of component that might be used in the production of a new Ford SUV, the most common message channel for him to search is:

When Hewlett-Packard sends an e-mail to key business customers announcing a special low price on a new type of printer that is faster and produces better-quality color documents than any of its current printers, this is an example of:

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

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

In the customer-initiated communication process:

When a college student receives e-mail messages that are a "sales pitch" for a product that she is not interested in purchasing, 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.

Which of the following is not likely to be an ethical concern raised by direct-response methods?

In the customer-initiated interactive communication process:

Which of the following statements about communication processes is(are) true?