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Exam 16: Using Effective Promotions

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Question 31

Multiple Choice

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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:

A) will likely backfire, since few people will believe a beer company would seriously support a program that would reduce their sales.
B) represents a key step in a good public relations program.
C) illustrates a push strategy applied to public relations.
D) would distract the firm from its primary mission of selling beer to adults.

E) B) and D)
F) All of the above

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Question 32

Multiple Choice

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TV programs devoted exclusively to promoting goods and services are called:

A) testimonials.
B) infomercials.
C) interactive TV.
D) online computer advertising.

E) A) and B)
F) None of the above

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Question 33

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Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication.

Using effective public relations requires listening to the public and developing policies that reflect the public's interest.

encourages people to tell other people about goods or services they have enjoyed.

Future promotional efforts will likely be:

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

refers to such tactics as paying people to say good things about a product on the Internet or setting up multilevel selling schemes that reward people for directing their friends to a company's website.

As a salesperson for an electrical contractor, Greg is included as part of the target audience for sales promotions from his own company.

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

Mo's Movies markets DVD and Blue Ray movies via the Internet. The company recently adopted a new program that offers their current customers free DVDs if they encourage their friends to visit Moe's Movies website. This promotional program represents:

The most effective sales promotion programs target customers, rather than employees and marketing intermediaries.

Which of the following is a B2B sales promotion activity?

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

Professor Beenthere shared with his students the wonderful experience he had at a local Asian restaurant. He described the location in relation to campus and encouraged his students to give it a try. The professor's comments represent:

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.

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete aerobic workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Before they look at specific promotional tools, Melody and Tom agree that they want a promotion mix that is both comprehensive and unified. They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image. Melody and Tom want to implement a(n) :

A number of businesses utilize a strategy that pays people to generate favorable word-of-mouth promotion.

Follow up. The sales relationship may continue for years as the salesperson responds to new requests for information. Selling is often described as a process of establishing relationships, not just a matter of selling goods or services. The follow-up step includes handling

A firm's promotion mix consists of its pricing and distribution strategies.