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Exam 16: Using Effective Promotions

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Question 21

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Publicity is often referred to as the talking arm of public relations.

A) True
B) False

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Question 22

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New technology allows marketers to promote products to consumers through cell phones using text messaging.

A) True
B) False

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Question 23

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Depending upon the promotional campaign,advertising may include paid and non-paid forms of non-personal communication.

As a new salesperson for a textbook publisher,Kylie is creating a list of professors that decide what texts their schools use.She plans to email these schools to determine what texts they are currently using and if they plan to adopt a new text.Identifying those decision makers that are willing to consider one of her texts is called:

Miss Kitty's Chocolate Corral is located in an out-of-the-way small shopping center.However,the company enjoys outstanding business because satisfied customers share their delightful experiences at Miss Kitty's with their friends and relatives.Miss Kitty's apparently benefits from positive:

As a salesperson in the B2B market,Patty regularly calls on clients to stay informed of their needs or problems.Her objective is to develop solutions to meet their needs and resolve their problems.The Internet allows Patty to track products in the supply chain and to learn about pricing and promotions that would be of interest to her clients.When Patty works with her existing clients there is no need for the __________ step of the B2B selling process.

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

Sales promotion efforts such as trade shows aimed at distributors and dealers are intended to generate their enthusiasm for a firm's products.

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

Which of the following statements is the most accurate?

Indiana Processing promotes its services through Mechanical Engineers Today,a trade magazine that charges Indiana Processing and other companies $5000 per page for ______________ to help offset the magazine's publishing costs.

The Internet allows firms to listen to customers' wants,track their purchases,provide them with better service,and more access to information.

Your company has developed a new kind of nutritious snack food and you are part of a team created to develop the promotion mix for the new product.Your specific task on this team is to determine the sales promotion activities of the promotion mix.Identify and describe several possible sales promotion activities the firm could use to promote the new snack food.

Effective selling involves helping others to satisfy their wants and needs.

"You never get a second chance to make a good first impression," captures the importance of the __________ step in the selling process.

In 2011,Facebook ™ started a program where its members would get rewards in the form of "credits" that could be redeemed to make purchases on Facebook Deals™,a new daily deal site operated by Facebook that is similar to Groupon™,the most well-known daily deal website.Each time a member convinces others to watch certain ads,it gets Facebook credits.In marketing,we refer to this form of promotion as _________________.

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

The explosion of the BP oil rig and subsequent oil spill in the Gulf of Mexico was one of the worst disasters affecting the U.S.in this century.There was a tremendous loss of sea life.Commercial fishermen and other businesses suffered from the loss of trade.After the massive disaster and tragedy,Tony Hayward,then CEO of BP,offended many people when he was quoted in several newspapers as saying,"I would like my life back." Sadly,BP did not solicit this promotion.Marketers refer to this type of message as _____________,an unpaid form of promotion.

Multilevel selling schemes that reward consumers for directing other consumers to specific websites represent an example of viral marketing.

In evaluating the best advertising medium to reach a specific target market the clear choice is: