Chapter 16 Quiz

The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product.

Before they look at specific promotional tools, Melody and Tom agree that they want a promotion mix that is both comprehensive and unified. They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image. Melody and Tom want to implement a(n)

A stakeholder response communication system.

B integrated marketing communication program.

C internal marketing program.

D multilevel market coordination plan.

Question #4

________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.

A Public relations

B A push strategy

C Advertising

D Interactive promotion

Question #5

Tiffany recently received poor service at a local restaurant. After dinner, Tiffany made her complaints public by placing them online. What is this a form of?

A institutional sales promotion

B negative advertising

C word of mouth

D public relations

Question #6

The goal of ________ is to inform and remind people in a target market about specific products, eventually persuading them to participate in an exchange.

A marketing loyalty

B market segmentation

C promotion

D market research

Question #7

The primary purpose of a pull strategy is to

A offer rebates and discounts to retailers and wholesalers.

B stimulate consumers to ask for a product, which then encourages retailers to stock it.

C pull the distribution network together to minimize costs and maximize profits.

D stimulate retailers to stock each product offered by a particular manufacturer.

Question #8

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.

A radio

B television

C outdoor

D Internet

Question #9

Which of the following statements is the most accurate?

A Once a sales presentation is completed, the salesperson should attempt to close as quickly as possible before the customer expresses any doubts or concerns.

B If the salesperson has done a good job of qualifying prospects and has developed a strong presentation, then closing is the easiest step in the selling process.

C Closing is the final and most important step in the selling process.

D Closing may involve getting the customer to agree to a trial close.

Question #10

Which of the following is a major strength of direct mail advertising?

A low cost

B subject to few restrictions or regulations

C ability to accurately target specific markets

D widespread acceptance by consumers

Question #11

Compared to advertising, publicity offers the advantage of greater

A believability.

B personal appeal.

C message repetition.

D flexibility.

Question #12

Today’s public relations departments

A focus more on advertising and less on publicity.

B are more actively listening to customers and helping to solve their problems.

C are downsizing as firms emphasize personal selling to promote their products.

D avoid relationships with the media and government officials.

Question #13

The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a

A pull strategy.

B push strategy.

C segmentation strategy.

D product placement strategy.

Question #14

A ________ is an endorsement from a customer praising a firm’s product.

A testimonial

B virtual endorsement

C viral message

D news release

Question #15

Which of the following statements is the most accurate?

A Consumers don’t remember good advertisements.

B Word of mouth is the most effective form of advertising

C Advertising does not really provide information to consumers; it merely persuades consumers to buy advertised products.

D Advertising helps pay for production costs of newspapers and magazines.

Question #16

Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is called

A institutional advertising.

B trade advertising.

C business-to-business advertising.

D retail advertising.

Question #17

A promotional campaign begins by

A developing a unifying message.

B identifying a target market.

C determining a promotional budget.

D defining the objectives for each element of the promotion mix.

Question #18

The traditional promotion mix for a firm consists of the

A various types of advertising media the firm selects to reach each specific target market.

B marketing intermediaries employed by the firm to create a supply value chain.

C strategic mix of price, product, place, and advertising.

D advertising, personal selling, public relations, and sales promotion used to reach a target market.

Question #19

AutoPROS uses its website to target car parts stores and car owners and tell them of the benefits of using their long-lasting spark plugs. What strategy is AutoPROS using?

A word-of-mouth strategy

B push and pull strategies

C dialogue strategy

D product placement strategy

Question #20

Interactive promotion

A is an increasingly important element of the personal selling mix.

B attempts to create a dialogue between buyers and sellers.

C fails to build long-term relationships with customers.

D transforms the approach from “working with” to “promoting to” customers.

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