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Basic Marketing: A Global Managerial Approach, 10/e

Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University

Promotion - Introduction to Integrated Marketing Communications

Quiz Questions


1	A marketing manager can choose from only two promotion methods—personal selling and mass selling.
		A)	True
		B)	False


2	Because publicity is "free," it is usually far less effective than advertising if the firm has a new message.
		A)	True
		B)	False


3	"Noise" in the communication process is any distraction that reduces the effectiveness of the communication process.
		A)	True
		B)	False


4	A reminding objective may be suitable for a potential customer who is sceptical about a company's products.
		A)	True
		B)	False


5	The task method of budgeting is based on the amount being spent by competitors.
		A)	True
		B)	False


6	Compared with other promotion methods, personal selling:
		A)	is less flexible in adapting to customers' needs and attitudes.
		B)	provides more immediate feedback.
		C)	is less expensive when the target customers are numerous and widespread.
		D)	is less effective in overcoming sales resistance.
		E)	All of the above are true.


7	A computer software company sent three computer magazines some information about the latest release of its popular software program. One of the magazines printed a story about the new version. This is an example of:
		A)	sales promotion.
		B)	personal selling.
		C)	advertising.
		D)	publicity.
		E)	none of the above.


8	Which of the following is NOT an example of sales promotion?
		A)	trade show exhibits
		B)	free samples
		C)	a wholly new kind of ad
		D)	a 50 cents off coupon
		E)	point of purchase displays


9	Good marketing managers know that:
		A)	a major disadvantage of personal selling is that noise can be eliminated.
		B)	the trustworthiness of the source does not affect how receivers evaluate a message.
		C)	noise in the communication process improves promotion effectiveness.
		D)	different audiences may see the same message in different ways.
		E)	all of the above are true.


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


11	A fashion company uses dealer incentives, discounts, and sales contests in order to encourage retailers to give special attention to selling its products. This company is using:
		A)	dual distribution.
		B)	an administered channel system.
		C)	pushing.
		D)	exclusive distribution.
		E)	a corporate channel system.


12	A producer might use a "pulling policy" rather than a "pushing policy" if:
		A)	its sales force has been very successful getting wholesalers and retailers to handle its product.
		B)	it has a very limited promotion budget.
		C)	intermediaries are reluctant to handle a new product.
		D)	it is offering a very "high tech" product to a small product market.
		E)	all of the above.


13	Wholesalers spend the largest share of their promotion money on:
		A)	advertising.
		B)	sales promotion.
		C)	publicity.
		D)	personal selling.
		E)	direct mail advertising.


14	The AIDA model includes all of the following promotion jobs EXCEPT:
		A)	arousing desire.
		B)	getting attention.
		C)	holding interest.
		D)	increasing demand.
		E)	obtaining action.


15	Compared to a few years ago, buyers today:
		A)	may be able to access a great deal of information without any involvement by the seller.
		B)	are less sophisticated and know less about what they are buying.
		C)	spend less on electronics.
		D)	are more passive.
		E)	receive more impersonal communication from sellers.


16	The intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message is:
		A)	public relations.
		B)	integrated marketing communications.
		C)	pushing.
		D)	the AIDA model.
		E)	systematic target marketing information.


17	The adoption curve is most closely related to which of the following?
		A)	selective demand
		B)	the AIDA model
		C)	"noise" in the communication process
		D)	the product life cycle
		E)	sales promotion aimed at a company's own sales force


18	A retailer's target customers are young, well educated and mobile—with many contacts outside their local social group and community. They are eager to try new ideas and are willing to take risks. These target customers are:
		A)	early adopters.
		B)	the late majority.
		C)	the early majority.
		D)	innovators.
		E)	laggards.


19	A firm with a product in the maturity stage of the product life cycle is likely to focus on which basic promotion objective?
		A)	lagging
		B)	informing
		C)	pushing
		D)	pioneering
		E)	persuading


20	The most common method of budgeting for marketing expenses is to:
		A)	allocate for the job that needs to be done.
		B)	allocate enough to completely eliminate the cost of lost customers.
		C)	allow a percentage of either past or forecasted sales.
		D)	match competitors' spending.
		E)	allocate any funds not already allocated to other functions.

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