Chapter 13 Quiz

Chapter 13 Quiz - Chapter 13 Quiz - PromotionIntroduction...

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Chapter 13 Quiz - Promotion—Introduction to Integrated Marketing Communications Score: 0% (0 out of 20 correct) 1. "Promotion" is MAINLY concerned with: A. obtaining a favorable corporate image. B. telling the target market that the right Product is available in the right Place at the right Price. C. obtaining maximum publicity--at the lowest cost. D. informing the public about the firm's offerings to maximize sales. E. getting people to buy a firm's product--even when it isn't needed. Feedback: LearnObj: 1 Page: 322 2. Compared with other promotion methods, PERSONAL SELLING: A. is less expensive when the target customers are numerous and widespread. B. is less effective in overcoming sales resistance. C. is less flexible in adapting to customers' needs and attitudes. D. provides more immediate feedback. E. All of the above. Feedback: LearnObj: 1 Page: 323 3. Personal selling is more appropriate than mass selling when: A. the target market is large and scattered. B. there are many potential customers and a desire to keep promotion costs low. C. flexibility is not important. D. immediate feedback is desirable. E. All of the above are true. Feedback: LearnObj: 1 Page: 323
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4. Sales promotion activities: A. try to stimulate interest, trial, or purchase. B. always involve direct face-to-face communication between sellers and potential customers. C. usually take a long time to implement. D. are usually a good substitute for personal selling and advertising. E. All of the above. Feedback: LearnObj: 1 Page: 325 5. Point-of-purchase materials, coupons, trade shows, calendars, merchandising aids, and sales training materials are all examples of: A. publicity. B.
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This note was uploaded on 03/26/2012 for the course BUSI 406 taught by Professor Perreault during the Fall '11 term at UNC.

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Chapter 13 Quiz - Chapter 13 Quiz - PromotionIntroduction...

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