Marketing Final Exam

Times of emergency pts 1 ref 281 communication key cbe

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Unformatted text preview: to counter this negative publicity. ANS: Crisis management is the key to countering most negative publicity. Crisis management is the coordinated effort to handle the effects of unfavorable publicity, ensuring fast and accurate communication in times of emergency. PTS: 1 REF: 281 Communication KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB MSC: BLOOMS Synthesis Chapter 18—Sales Promotion and Personal Selling TRUE/FALSE 1. Sales promotion offers an incentive to buy. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Knowledge REF: 283 OBJ: 18-1 KEY: CB&E Model Promotion 2. Marketers find it much easier to evaluate the effectiveness of advertising than the effectiveness of sales promotions. ANS: F An advantage of sales promotions is that a marketer can measure how many people used, for example, a coupon. PTS: 1 REF: 283 Thinking KEY: CB&E Model Promotion OBJ: 18-1 TOP: AACSB Reflective MSC: BLOOMS Comprehension 3. Immediate purchase is usually the goal of sales promotion. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 284 OBJ: 18-1 KEY: CB&E Model Promotion 4. Loyalty marketing programs are targeted to people who consistently buy the least expensive brand. ANS: F Loyalty marketing programs are targeted to loyal customers. Coupons, price-off packages, refunds, or trade deals are targeted to price buyers. See Exhibit 18.1. PTS: 1 REF: 284 Thinking KEY: CB&E Model Promotion OBJ: 18-1 TOP: AACSB Reflective MSC: BLOOMS Comprehension 5. Coupon distribution by packaged-goods manufacturers has been increasing in recent years. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 285 OBJ: 18-2 KEY: CB&E Model Promotion 6. A rebate is a cash refund. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Knowledge REF: 286 OBJ: 18-2 KEY: CB&E Model Promotion 7. When Apple offers to give any consumer who purchases a Macintosh computer a free iPod, this is an example of a premium offer. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Application REF: 286 OBJ: 18-2 KEY: CB&E Model Promotion 8. Contests generally draw more entries than sweepstakes do. ANS: F Sweepstakes usually draw about ten times more entries than contests do. PTS: 1 REF: 287 OBJ: 18-2 TOP: AACSB Reflective Thinking KEY: CB&E Model Promotion MSC: BLOOMS Comprehension 9. Point-of-purchase promotions are seldom used as a sales promotion tool because most purchase decisions are made before consumers ever enter a store. ANS: F Point-of-purchase promotions are an extremely important sales promotion tool because between 70 and 80 percent of all retail purchase decisions are made in the store. PTS: 1 REF: 288 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 10. Point-of-purchase promotions are another name for the Web pop-ups that try to lure potential customers to other sites. ANS: F Point-of-purchase promotions include any promotional display set...
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