Marketing Final Exam

And more advertising and personal selling e more

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Unformatted text preview: be used. a. less publicity and sales promotion and more personal selling b. more advertising and sales promotion and less personal selling c. more sales promotion and personal selling and less advertising d. less sales promotion and more advertising and personal selling e. more advertising and less sales promotion and public relations ANS: B A target market characterized by widely scattered customers, highly informed buyers, and brandloyal repeat purchases generally requires a promotional mix with more advertising and sales promotion and less personal selling. PTS: 1 REF: 260 OBJ: 16-6 Communication KEY: CB&E Model Product| CB&E Model Promotion TOP: AACSB MSC: BLOOMS Application 97. When a product is in the growth stage of its product life cycle: a. all elements of the promotional mix are equally important b. heavy advertising is used to build brand loyalty c. persuasive and reminder advertising is decreased d. personal selling is ineffective e. personal selling and sales promotions are the major elements of the promotional mix used ANS: B Heavy advertising and decreased use of sales promotions are common during the growth stage. Reminder advertising is used when the product/brand reaches the maturity stage. During the growth stage, personal selling is used to maintain distribution. PTS: 1 REF: 260 Thinking KEY: CB&E Model Strategy OBJ: 16-6 TOP: AACSB Reflective MSC: BLOOMS Comprehension 98. What is the most effective promotional mix to use with products that are convenience goods and purchased routinely? a. Personal selling and advertising b. Public relations and personal selling c. Personal selling and sales promotion d. Advertising and public relations e. Sales promotion and advertising ANS: E For routine buying decisions, the most effective promotional tools are advertising and sales promotion. PTS: 1 REF: 260 OBJ: 16-6 Thinking KEY: CB&E Model Product| CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Evaluation 99. Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions? a. Personal selling b. Reminder advertising c. Sales promotion d. Public relations e. Informative advertising ANS: A Consumers making complex buying decisions are more extensively involved. Personal selling is most effective in helping these consumers decide. PTS: 1 REF: 261 OBJ: 16-6 Communication KEY: CB&E Model Promotion| CB&E Model Customer TOP: AACSB MSC: BLOOMS Evaluation 100. _____ is probably the most important factor in determining the promotional mix. a. The advertising agency b. The need for feedback c. Money d. Media availability e. Message flexibility ANS: C Without available funds, the promotional mix is severely limited. PTS: 1 REF: 261 Thinking KEY: CB&E Model Strategy OBJ: 16-6 TOP: AACSB Reflective MSC: BLOOMS Comprehension 101. The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer...
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