C should not be needed if a firm has a good mass

C. should not be needed if a firm has a good mass selling program.
D
.
objectives should be developed after the other promotion decisions have been made--so the manager
knows how much is left in the budget.
E. None of the above is true.
AACSB: 9 Value creation
Chapter: 15
Difficulty: Medium
LearnObj: 8
Perreault - Chapter 15 #280
Question Type: Comprehension
Self-Test: No
281.
(p. 399)
Which of the following is a possible outcome of a sales promotion?
A. Sales increase during the period of the promotion and then remain at a higher level than they were at
the start of the promotion.
B
.
Sales increase during the period of the promotion, decrease when the promotion ends, and then return
at the original level where they were prior to the promotion.
C. Sales increase during the period of the promotion, but then immediately return to the original level
that they were prior to the promotion.
D. All of the above.
E. A and C only.
AACSB: 9 Value creation
Chapter: 15
Difficulty: Easy
LearnObj: 8
Perreault - Chapter 15 #281
Question Type: Comprehension
Self-Test: No
282.
(p. 399)
Sales promotion for frequently purchased consumer products usually has to change in mature markets.
Why is this the case?
A. Sales promotion is a tool that can help overcome consumer price resistance.
B. Increased competition from dealer brands in large, powerful retail chains.
C. Greater price sensitivity among consumers.
D. Limitations on shelf space in retail stores.
E. All of the above.
AACSB: 6. Reflective thinking
Chapter: 15
Difficulty: Easy
LearnObj: 8
Perreault - Chapter 15 #282
Question Type: Comprehension
Self-Test: No

283.
(p. 399)
Identify the incorrect statement about sales promotions.
A. Sales promotions have increased because of competition in emerging markets.
B. Sales promotions can be used as tools to overcome consumer price resistance.
C. Changes in technology have made sales promotions more efficient.
D. The availability of more ad agencies and specialists has spurred growth in sales promotions.
E. An appropriate sales promotion depends on the situation and objectives.
AACSB: 9 Value creation
Chapter: 15
Difficulty: Medium
LearnObj: 8
Perreault - Chapter 15 #283
Question Type: Comprehension
Self-Test: No
284.
(p. 398-
400)
Sales promotion activities:
A. can usually be implemented quickly and get results sooner than advertising.
B. may be aimed at final consumers, intermediaries, and/or a firm's own sales force.
C. cost more than the total expenditures on advertising.
D. are currently a weak spot in many firms' marketing strategies.
E. All of the above.
AACSB: 9 Value creation
Chapter: 15
Difficulty: Medium
LearnObj: 8
Perreault - Chapter 15 #284
Question Type: Comprehension
Self-Test: No
285.
(p. 398-
401)
Sales promotion:
A. usually lasts for only a limited time period.
B. spending has grown rapidly in mature markets.
C. involves a wide variety of activities which often require the use of specialists.
D. can make the personal selling job easier.
E. All of the above are true statements.