Question 1

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 2

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 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

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

Marketing managers should be careful they don't create ill will by bombarding customers with e-mail messages they don't want (spam).

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

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 6

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 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

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 8

_____ 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 9

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

Since the e-mail newsletter is sent on a request only basis, it only goes to those who signed up to receive it. As a result, it isn't spam or an ethical concern.

Question 10

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 11

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. The most common and far-reaching message channel to use for search is the Internet. The customer decides how much information to get and which "leads" to follow.

Question 12

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 and far-reaching message channel to use for search is the Internet.

Question 13

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 these statements about communication processes are true.

Accepted Answer

Noise is any distraction that reduces the effectiveness of the communication process. To stimulate attention, interest, and desire is one reason that targeting is so important. Traditional thinking is based on the idea that the seller initiates communication. In customer initiated interactive communication, the buyer initiates the communication process.

Question 14

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 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

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 17

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 18

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

As stated in Exhibit 13-6, the customer-buyer ("receiver") initiates the communication process.

Question 19

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 20

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

A customer (receiver) initiates the communication process with a decision to search for information in a particular message channel. The most common and far-reaching message channel to use for search is the Internet.

Quiz 13: Promotion - Introduction to Integrated Marketing Communications

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

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.

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

Identify the FALSE statement regarding promotion to intermediaries.

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

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

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

In customer-initiated interactive communication:

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 statements about communication processes is(are) true?

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

In the customer-initiated interactive communication process:

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 the customer-initiated communication process: