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265. The primary purpose of a push strategy is to: A. push products on consumers and convince them that they need the products.B. rush the production schedule for products and beat competitors to the market.C. push the product down the distribution channel to retail stores.D. push products away from traditional channels of distribution to save costs.266. Firms utilizing a total systems approach to marketing design their promotional mix to meet the needs of: 267. The total systems approach to marketing emphasizes communication with which of the following groups? 268. Slapstick Films advertises their movies on TV programs their target market of 21-30 year olds typically watch. Slapstick Films believes the best way of reaching its customers is through a: ________ strategy. 41
269. Professor Beenthere shared with his students the wonderful experience he had at a local Asian restaurant. He described the location in relation to campus and encouraged his students to give it a try. The professor's comments represent: A. word-of-mouth promotion.B. public relations.C. academic sampling.D. viral promotion.270. Registration in Professor McNick's classes reaches maximum enrollment quickly. Students register immediately online just to insure their seat in her class. One student summed it up, "Everyone's heard she is the best teacher on campus." Professor McNick's classes benefit from: 271. After receiving poor service from her car insurance company, Wendy made her complaints public by placing them on the Internet. This is another form of: 272. Mo's Movies markets DVD and Blue Ray movies via the Internet. The company recently adopted a new program that offers their current customers free DVDs if they encourage their friends to visit Moe's Movies website. This promotional program represents: 42
273. In the Spotlight on Small Businessbox in the chapter, Amy Scherber of Amy's Bread has found that success in her business is: A. almost completely dependent on widespread advertising that can reach many consumer groups.B. entrepreneurs such as herself have no time for promotional efforts and should outsource all promotion to specialty firms.C. based on building personal relationships with customers, the media, and the community are important in building her business.D. Securing government contracts that require little promotional effort or costly expenditures to public relations firms.