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Exam 16: Using Effective Promotions

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Question 131

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Newspapers,radio,and the Yellow

A) True
B) False

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Question 132

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A major responsibility of the public relations department is to:

A) decide on the appropriate mix of advertising media.
B) maintain close ties with the media,community leaders,government officials and other stakeholders.
C) identify appropriate markets for the firm's products,and then select the most likely customers in each market.
D) train salespeople to interact better with their company's customers.

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

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Question 133

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Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

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

When developing the promotional campaign for a new product,the first step for a firm is to identify their target market.

Advertisers like online advertising because:

The free tickets,backstage passes and merchandise firms give to people who agree to hype products through Internet chat rooms are called:

As customers walk into Phat Pat's clothing store,they are greeted by a salesperson who asks the question,"May I help you?" Studies indicate that this is an effective opening in the B2C sales process.

In the seven step B2B selling process,the selection of potential customers is known as:

Xer-Wise markets and promotes its products to consumers over the Internet.Melody and Tom are considering a more aggressive approach to generate enthusiasm for the MuscleMaster over the Internet.They have discussed offering young adults free T-shirts and special discounts on Xer-Wise equipment if they will agree to hype the benefits of the MuscleMaster in Internet chat rooms.They are even considering setting up a program in which customers get commissions for directing friends to the Xer-Wise website.If they adopt these strategies,Tom and Melody would be utilizing:

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large,homogeneous group of consumers.

The combination of advertising,personal selling,public relations,and sales promotion activities traditionally used by an organization represents its:

Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company.To generate interest for this new product,the company sent a free package of six cookies to selected homes along with a 50-cent coupon.Arizona Cookie's activities represent:

Even though advances in mobile media present some interesting opportunities,marketers expect that traditional promotions such as TV advertising will dominate promotional efforts over the long term.

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

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.

Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers,since they ultimately decide the fate of a product.

There are millions of blogs on the Internet today but the number of new blogs seems to have peaked meaning blogs will decrease steadily over the next few years.

Which of the following statements is the most accurate?

The first step in creating a promotional campaign is to define the objectives for each element of the marketing mix.