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Exam 16: Using Effective Promotions

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Question 91

Multiple Choice

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Companies that adopt a pull strategy target their promotional efforts toward

A) consumers.
B) retailers.
C) wholesalers.
D) manufacturers.

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

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Question 92

True/False

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The Internet enables companies to decrease their emphasis on traditional promotional tools such as television advertising.

A) True
B) False

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Question 93

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While the Logger's Woodworks legally harvests trees in national forests, this activity is particularly unpopular with environmentalists and tourists. The best strategy to respond to this criticism is to ignore the complaints or views of the public and design an aggressive ad campaign emphasizing the jobs and economic benefits created by their logging operations.

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Integrated marketing communication combines all the promotional tools into one comprehensive, unified promotional strategy.

The purpose of a ________ is to move the selling process toward an actual product purchase.

Comfy Corners Furniture has adopted integrated marketing communication. Comfy Corners Furniture now puts less emphasis on public relations, sales promotion, and personal selling, and concentrates on advertising designed to provide a uniform message to all markets.

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

Fit Family utilizes newspaper and television ads designed to motivate potential buyers to seek out their product. This represents a push promotional strategy.

Unlike other promotional tools, such as advertising and personal selling, publicity is free.

Effective salespeople push hard to finalize a sale as soon as they finish their presentation. Otherwise, the customer has time to come up with objections that will make the sale more difficult to close.

Which of the following media enables firms to quickly change their advertising message?

Magazine advertising's main strengths are high visibility, repeat exposures, and basically very low cost.

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

Informing consumers about goods and services represents advertising's only benefit to society.

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

Consumer research indicates that the public is very concerned about underage drinking. In response, Texas Brewing Company has created a website providing parents with information to help avoid underage drinking in their families. The firm also provides materials to retailers to help train their employees to avoid sales to minors. Publicizing these efforts:

The use of coupons and sales contests represent internal public relations and sampling activities.

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a

The purpose of a trial close in the selling process is to learn as much as possible about customers and their wants and needs.