Marketing Final Exam

B a pull strategy is a marketing strategy that

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Unformatted text preview: nsumer magazines and will hopefully cause customers to ask retailers to carry more products packaged in plastic. The American Plastics Council is planning to use a(n) _____ strategy. a. kinetic b. pull c. inertia d. advertorial e. push ANS: B A pull strategy is a marketing strategy that stimulates consumer demand to obtain product distribution. PTS: 1 Communication REF: 262 OBJ: 16-6 TOP: AACSB KEY: CB&E Model Strategy MSC: BLOOMS Application 107. A manufacturer using the _____ promotional strategy focuses its promotional efforts on the consumer. a. reinforcement b. personal selling c. push d. pull e. kinetic ANS: D A pull strategy is a marketing strategy that stimulates consumer demand to obtain product distribution. PTS: 1 REF: 262 Thinking KEY: CB&E Model Strategy OBJ: 16-6 TOP: AACSB Reflective MSC: BLOOMS Knowledge 108. An ad for a prescription-only antihistamine that does not make its users sleepy like many other allergy medications was run in several health and fitness magazines. The ad said that if you were interested in learning more about the new product or trying it out, you should ask your physician. The manufacturer of the drug was using a _____ promotional strategy. a. reinforcement b. personal selling c. push d. pull e. kinetic ANS: D A manufacturer using the pull promotional strategy focuses its promotional efforts on the consumer. PTS: 1 REF: 262 Communication KEY: CB&E Model Strategy OBJ: 16-6 TOP: AACSB MSC: BLOOMS Application 109. Procter & Gamble uses cents-off campaigns, couponing, and free samples to increase sales of Tide detergent. In other words, it uses a _____ promotional strategy. a. push b. personal selling c. pull d. reinforcing e. kinetic ANS: C A manufacturer using the pull strategy focuses its promotional efforts on the consumer. PTS: 1 REF: 262 OBJ: 16-6 Communication KEY: CB&E Model Strategy| CB&E Model Promotion TOP: AACSB MSC: BLOOMS Application 110. To get more retailers to stock its products, Rust-Oleum paint developed a strong advertising campaign aimed at consumers. The ads show creative ways to use paint to make homes more attractive and emphasize that the paint doesn’t chip, peel, or fade. Rust-Oleum is using a _____ promotional strategy. a. push b. channel c. reinforcement d. pull e. kinetic ANS: D A pull strategy involves ad campaigns aimed at consumers in hopes of getting consumers to demand the product from retailers who in turn will demand it from manufacturers. PTS: 1 REF: 262 Communication KEY: CB&E Model Strategy OBJ: 16-6 TOP: AACSB MSC: BLOOMS Application 111. The various Survivor shows have been promoted through personal appearances by show participants, Web sites, and merchandise with the Survivor logo as well as print and broadcast advertising. To make sure that all of the promotional messages are coordinated, CBS (the network on which the show is broadcast) should use the: a. integrated marketing communications approach b. integrated communications management appr...
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