Marketing Final Exam

Relations activities they are most effective as short

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Unformatted text preview: , and vacation giveaways are types of sales promotions. All sales promotions must be aimed outside the organization. ANS: D Sales promotions can be used to improve the effectiveness of advertising and public relations activities. They are most effective as short-run tools. Sales promotions are commonly directed at the organization’s employees as well as to consumers and dealers. PTS: 1 REF: 251 Thinking KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB Reflective MSC: BLOOMS Analysis 23. _____ consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows. a. Sales promotion b. Publicity c. Personal selling d. Advertising e. Sponsorship ANS: A Sales promotions include free samples, contests, premiums, trade shows, vacation giveaways, and coupons. PTS: 1 REF: 251 Thinking KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 24. A $1-off coupon for Carnation Instant Breakfast powder is a form of: a. public relations b. sales promotion c. personal selling d. advertising e. publicity ANS: B A sales promotion is a marketing activity that stimulates consumer buying and dealer effectiveness. PTS: 1 REF: 251 Communication KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB MSC: BLOOMS Application 25. During a recent summer, Volvo Cars of North America drove traffic to its dealerships via a sweepstakes tied to Walt Disney’s summer blockbuster Pirates of the Caribbean: Dead Man’s Chest. This was an example of: a. b. c. d. e. a sales promotion publicity advertising implicit communications a personal sales presentation ANS: A A sales promotion is a marketing activity that stimulates consumer buying and dealer effectiveness. PTS: 1 REF: 251 Communication KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB MSC: BLOOMS Application 26. _____ is a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other. a. Implicit communication b. Personal selling c. Mass communication d. Public relations e. Synergistic communication ANS: B This is the definition of personal selling. PTS: 1 REF: 251 Thinking KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 27. Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops. To find clients to advertise on the coffee cup jackets, the company sent a representative to companies like Warner Brothers, eBay.com, and the Wall Street Journal to tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number of potential customers. Java Jacket’s activities can best be described as: a. mass communication b. implicit communication c. personal selling d. public relations e. telemarketing ANS: C Personal selling is the planned, face-to-face presentations in a conversation with one or more prospective purchasers for the purpose of making sales. PTS...
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