Question 1

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

A pulling policy involves a strategy where a producer directs its marketing activities towards the final consumers to create a demand for the product, thereby encouraging retailers and other intermediaries to stock the product due to consumer demand.

Question 2

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 situation is an example of a "pushing" policy, where the manufacturer is actively promoting the product to the retailers and distributors to encourage them to push the product to the end consumer. The marketing manager is providing information and incentives to the sales force to help them push the new luggage line to retailers and increase sales volume and profit margins.

Question 3

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

Determining who the firm is trying to influence is crucial when developing a promotion blend as it helps to tailor the message and select the appropriate communication channels to reach the target audience. The other options are not necessarily true in all situations - promotion can be about informing or reminding, the right blend depends on both customer expectations and the firm's goals, and promotion can also be based on "pushing" to reach final consumers.

Question 4

Which of the following is an example of inbound communication with a customer seeking new hiking boots? (Timberland is a brand of hiking boots)
A) A searches for and then visits the website of a Timberland to read about boots.
B) The customer receives a mailing that features Timberland boots from a local shoe store.
C) Timberland runs television ads on its new boots.
D) The customer reads Timberland's CEO Twitter messages.
E) The customer goes into a store selling Timberland boots.

Accepted Answer

Inbound communication refers to the customer actively seeking information or contacting the brand directly. Visiting the Timberland website to research their hiking boots fits this definition. The other choices involve outbound communication where the brand sends messages or promotions to the customer.

Question 5

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 Internet is the most common message channel for searching for specific information about a product or component. It offers a vast amount of information, including technical specifications, reviews, and pricing from various sources. This makes it the most convenient and efficient channel for a purchasing agent. Trade magazines may also be useful, but they may not offer as much detail as the Internet can provide.

Question 6

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

All of the alternatives are true.

Question 7

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

Sales managers may handle important communication with intermediaries, but it is not necessarily true that intermediaries do not want empty promises. Many intermediaries may be skeptical of promises and want to see results before fully committing to a supplier's product or service.

Question 8

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 “push” promotional approach involves pushing the product through the channel towards the final user by using various promotional tools such as personal selling, trade promotions, and advertising. It focuses on securing the cooperation of channel members to promote the product in the channel and to the final user. This approach tries to “push” the product into the hands of the final user by creating demand from the channel members.

Question 9

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

This scenario describes a "push" promotional strategy, where the battery company is encouraging (or "pushing") its products through the distribution channels to the end consumer by incentivizing the retailers (in this case, with bicycles for every 20 cases of batteries ordered). This is a classic example of a push strategy aiming to increase product availability and sales through incentives to the intermediaries.

Question 10

_____ 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 promotion efforts such as advertising, personal selling, and sales promotion to push the entire marketing mix onto potential channel members, such as wholesalers and retailers. This is done with the aim of increasing the visibility and availability of the product in the channel and ultimately to the end consumer.

Question 11

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 personal selling, sales promotion, and advertising to sell the marketing mix is implementing a pushing policy, which involves pushing the product through the distribution channel to reach the end consumer. This is in contrast to a pulling policy, which focuses on creating demand for the product among end consumers to pull the product through the distribution channel. Selective, target, and intensive distribution policies refer to the degree of distribution intensity chosen by the producer and are not related to promotion efforts.

Question 12

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

Promoting products to employees is an example of a pushing approach, where the firm is pushing the product towards its own employees in order to create demand and generate sales. This approach focuses on promoting the product to the customer directly, rather than waiting for the customer to come to them (pulling approach). It is not digital marketing or telemarketing, as these methods involve the use of technology to promote products or services. Additionally, it is not personal selling since it is not a one-to-one interaction between a sales representative and a customer.

Question 13

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 these alternatives is correct.

Accepted Answer

In customer-initiated interactive communication process, the buyer is the one who starts the process by initiating contact with the seller or service provider. This means that option D is the correct choice. Option A is incorrect because the message channel is still an important factor for effective communication. Option B is incorrect since noise or any kind of interference can still affect the communication process. Option C is also incorrect because message length and complexity depend on the nature of the communication and the needs of the customer.

Question 14

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 customer-initiated communication, the customer takes the initiative to search for information in a particular message channel. This can be through various means such as browsing a website, contacting customer service, or visiting a store. The marketer's role is to ensure that the information is readily available and easily accessible to the customer.

Question 15

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 strategy described in the scenario is a "pushing" policy, in which the company is actively promoting the product to distributors and providing them with information to help them sell it to end customers. This is in contrast to a "pulling" policy, in which the company focuses on creating demand among end customers and relies on them to request the product from distributors. The other options (selective distribution, exclusive distribution, and intensive distribution) refer to different distribution strategies and are not relevant to the scenario.

Question 16

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 17

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

This is an example of pushing because the salesperson is directly promoting the product to wholesalers who will then push it to retailers.

Question 18

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

Customer-initiated interactive communication involves the use of interactive technology such as social media, instant messaging, or chatbots. Therefore, interactive technology plays a big role in this type of communication.

Question 19

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

A firm's annual sales meeting is an internal marketing effort designed to motivate and educate employees, which is a variation on the pushing approach. The focus is on convincing employees (rather than customers) to promote and sell the company's products or services.

Question 20

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

Amazon uses cookies to remember Sophie's account and previous purchases. Cookies are small data files that websites can store on a user's computer, allowing them to track user behavior and preferences. In this case, Amazon is using cookies to recommend other books based on Sophie's past purchases.

Quiz 13: Promotionintroduction to Integrated Marketing Communications

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

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

Which of the following is an example of inbound communication with a customer seeking new hiking boots? (Timberland is a brand of hiking boots)

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:

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

Identify the FALSE statement regarding promotion to intermediaries.

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.

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

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

In the customer-initiated interactive communication process:

In the customer-initiated communication process:

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

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:

In customer-initiated interactive communication:

A firm's annual sales meeting