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Exam 16: Using Effective Promotions

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Question 31

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Which of the following statements is the most accurate?

A) Studies indicate that effective promotion focuses on the pricing elements of the marketing mix.
B) The Internet changes the focus of promotion from "working with" to "promoting to" customers.
C) New promotional efforts create a more interactive approach, developing a dialogue between the firm and its customers.
D) Successful promotion utilizes each element of the promotion mix independently, creating a well-diversified message.

E) A) and C)
F) All of the above

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Question 32

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When marketing to consumers in the global population, it's important for companies to remember that promoting products:

A) is easy and profitable if they are well-known brands.
B) can be accomplished using a global approach since consumers are more alike than most people think.
C) is best done by using personal selling and product sampling.
D) calls for attention to cultural differences and possible translation problems.

E) A) and B)
F) B) and C)

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Question 33

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________ advertising supports a particular view or position on an issue.

Social media offers opportunities for positive and negative word-of-mouth promotion.

Successful PR departments find that listening to the public is not enough. They have to tell the public that they are being responsive.

While word of mouth represents an effective promotional tool, the need for face-to-face communication limits its usefulness.

A recent study reveals that regardless of the product or target market, mobile media is not a promotion mix tool that works efficiently.

The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.

When it comes to reaching global markets, evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.

To execute an effective promotional strategy, firms are required to choose between a push strategy and a pull strategy.

Advocacy advertising is advertising that supports a particular view of an issue such as gun control.

Questions and objections from customers following a sales presentation indicate that a salesperson was poorly prepared for his/her presentation.

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Persuading others to buy your product represents the only goal of effective selling.

The purpose of institutional advertising is to create an attractive image for an organization.

Which of the following is required to build meaningful relationships with customers?

The B2C selling process has fewer steps than the B2B selling process.

According to the Making Ethical Decisions box, celebrities can earn thousands by tweeting their love for specific products and tag them #ad.

The activity that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is called:

Institutional advertising creates an attractive image for an organization rather than for a product.