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Exam 16: Using Effective Promotions

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Question 41

True/False

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The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.

A) True
B) False

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Question 42

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Integrated marketing communication combines each element of the promotional effort to create a unique message for a product sold in different markets.

A) True
B) False

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Question 43

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Spokes Bicycles is looking to change up its promotional strategy and focus on its relationships with customers. Which of the following is required for Spokes to build meaningful relationships with its customers?

In the past, ________ was an important advertising strategy used in movies. Now it is also used with video games. It can be easily altered to reflect another advertiser, depending upon which advertiser has purchased ad time.

The goal of ________ is to inform and remind people in a target market about specific products, eventually persuading them to participate in an exchange.

There are millions of blogs online, but businesses have found blogs do not serve much of a purpose since social media is more powerful.

Sales promotion programs can be used as a means to generate employee enthusiasm.

To be successful, salespeople find that their job responsibilities extend far beyond just closing the sale.

Xer-Wise markets and promotes its products to consumers online. 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 on Facebook. 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

Pie Oh My generates significant "word of mouth" by delighting their customers with delicious pies. Word of mouth represents a kind of advertising.

As mentioned in the Reaching Beyond Our Borders box, though Kraft Foods knows that there are varying tastes around the world, they only sell their original Oreos worldwide.

The management at GameGuys, Inc. designed a strategy that unifies advertising, personal selling, public relations, and sales promotion activities creating a consistent message. This effort to promote a positive brand image represents a(n) ________ program.

Colossal Choco Chipper is a new, gigantic chocolate chip cookie created by the Kookie Cookie Company. To create interest for the Colossal Choco Chipper, the company sent a free package of six cookies to selected homes along with a coupon. Kookie Cookie's activities represent

People with an unmet need, the authority to buy, and the willingness to listen to a sales message represent a firm's

A ________ is an endorsement from a customer praising a firm's product.

A pull strategy utilizes consumer demand for a product to motivate retailers and wholesalers to actively market the product.

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

Anything that encourages people to talk favorably about an organization may be effective word-of-mouth promotion.

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

To generate enthusiasm about a good or service, sales promotion