Marketing Final Exam

Most useful in attracting attention to this new snack

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: zed nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Which elements of the promotional mix would be most useful in attracting attention to this new snack food? a. Public relations and sales promotion b. Advertising and direct marketing c. Direct marketing and personal selling d. Public relations and direct marketing e. Advertising and public relations ANS: E See Exhibit 16.4. PTS: 1 REF: 259 OBJ: 16-5 Thinking KEY: CB&E Model Product| CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Application 88. To provide more delivery service to the consumer market, UPS created UPS stores. According to the AIDA model, to create attention for this more convenient and less expensive way to mail packages through UPS, its marketing department should have relied on which element of the promotional mix? a. Public relations b. Sales promotion c. Event sponsorship d. Personal selling e. Direct marketing ANS: A Public relations is best at drawing attention to a product or company. See Exhibit 16.4. PTS: 1 REF: 259 OBJ: 16-5 Thinking KEY: CB&E Model Product| CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Application 89. In terms of the AIDA concept, sales promotion is most effective at creating: a. strong desire and purchase intent b. positive attitudes toward a brand c. awareness of a product d. long-term interest e. awareness of a product and purchase intent ANS: A Sales promotion is best at creating desire. See Exhibit 16.4. PTS: 1 REF: 259 Communication KEY: CB&E Model Promotion OBJ: 16-5 TOP: AACSB MSC: BLOOMS Comprehension 90. Entrepreneur Krissa Fernandes has developed flour made from ground almonds that she sells under the Platinum Nut brand for use in baking. Everyone who has baked with the new flour loves it, but she is having trouble getting potential consumers to the desire stage of the AIDA concept. Which of the following elements of the promotional mix would be most likely to move people to look for the product and buy it? a. Flyers placed under windshield wipers at crafts festivals b. An article in local newspaper about entrepreneurs c. Increasing the number of stores carrying Platinum Nut d. A $2-off coupon for a five-pound bag of almond flour e. A classified ad ANS: D Sales promotions (coupons) are very effective at creating desire and action. See Exhibit 16.4. PTS: 1 REF: 259 OBJ: 16-5 Communication KEY: CB&E Model Customer| CB&E Model Promotion TOP: AACSB MSC: BLOOMS Application 91. Which of the following is LEAST likely to be a factor that would determine the nature of the promotional mix? a. Stage in the product life cycle b. Target market characteristics c. Funds available for promotion d. Use of a push or pull strategy e. Size of the company ANS: E Size of the company may or may not affect the promotional mix, depending on other factors such as available funds or product type. PTS: 1 REF: 259 Thinking KEY: C...
View Full Document

This document was uploaded on 09/29/2013.

Ask a homework question - tutors are online