Management questions

82. An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to

a) combat competitive promotional efforts.

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b) stimulate demand.

c) reduce sales fluctuations.

d) encourage product trial.

e) retain loyal customers.

83. Advertising, personal selling, sales promotion, and public relations are called

a) promotion mix ingredients.

b) marketing mix components.

c) characteristics of a product.

d) advertising tools.

e) nonpersonal communication.

84. A paid form of nonpersonal communication about an organization and/or its products that is transmitted to a target audience through a mass medium is

a) advertising.

b) public relations.

c) sales promotion.

d) personal selling.

e) campaigning.

85. Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?

a) Advertising

b) Public relations

c) Sales management

d) Sales promotion

e) Personal selling

86. Cost efficiency, repetition, and adding product value are all potential benefits of

a) public relations.

b) advertising.

c) personal selling.

d) promotion.

e) guerilla marketing.

87. One of the biggest problems associated with ___________ as an element of promotion is the high absolute dollar outlay often required.

a) personal selling

b) advertising

c) public relations

d) sales promotion

e) packaging

88. Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is

a) personal promotion.

b) advertising.

c) personal selling.

d) public relations.

e) individual promotion.

89. Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback?

a) Publicity

b) Sales management

c) Sales promotion

d) Personal selling

e) Public relations

90. Kinesic communication is an element in which type of promotional method?

a) Advertising

b) Public relations

c) Personal selling

d) Packaging

e) Sales promotion

91. Head nodding, winking, hand gestures, and arm motions are all forms of _________ communication.

a) kinesic

b) spacing

c) proxemic

d) touching

e) tactile

92. As they walk to the car, Erin Brandeis tells her sales representative, Joachin Perez, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn’t notice. Erin recommends a book on ___________ communication to Joachin.

a) tactile

b) proxemic

c) kinesic

d) verbal

e) signal

93. When a salesperson varies the physical distance between himself and a customer he is using

a) kinesic communication.

b) personal selling.

c) tactile communication.

d) comfort relations.

e) proxemic communication.

94. Brandon walks around behind purchasing agent Shannon Wise as she looks at the pamphlet describing Hyster’s new conveyer system. Shannon stands up and walks to a table on the other side of her office. Brandon follows, but he does not understand the ___________ communication Shannon is sending.

a) tactile

b) proxemic

c) kinesic

d) verbal

e) promotional

95. As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by and explain her firm’s new line of industrial fasteners. A(n) ___________, which is a form of tactile communication, concludes the session.

a) smile

b) walk to the door

c) handshake

d) exchange of business cards

e) pleasant good-bye

96. A common form of tactile communication in U.S. business activities is

a) hugging.

b) kissing.

c) handshaking.

d) eye contact.

e) head nodding.

97. _____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.

a) Stakeholder management

b) Personal selling

c) Integrated marketing communications

d) Sales promotion

e) Public relations

98. Communication through the use of brochures, annual reports, event sponsorships, and news stores is referred to as

a) advertising.

b) personal selling.

c) sales promotion.

d) publicity.

e) public relations.

99. The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of

a) sales promotion.

b) advertising.

c) personal selling.

d) publicity.

e) kinesic communication.

100. All of the following are examples of publicity-based public relations tools except

a) press conferences.

b) feature articles.

c) news releases.

d) annual reports.

e) news stories.

101. Public relations

a) should be used mostly to counteract any competitive promotions or negative publicity.

b) is an element of promotion that should be handled on a continuous basis.

c) should be used solely to respond to emergencies that could significantly damage the company’s reputation.

d) is paid communication that helps enhance a company’s image by highlighting its philanthropic efforts.

e) is generally not given much weight because the information is generated by the company itself.

102. An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is

a) advertising.

b) personal selling.

c) public relations.

d) sales promotion.

e) packaging.

103. Frequently, Burger King restaurants offer 32-ounce glasses depicting currently popular movie characters free with the purchase of a large drink. This example illustrates Burger King’s use of which one of the following elements of the promotion mix?

a) Packaging

b) Personal selling

c) Sales promotion

d) Public relations

e) Telemarketing

104. When McDonald’s uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald’s is utilizing

a) sales promotion.

b) advertising.

c) guerilla marketing.

d) personal selling.

e) public relations.

105. Marketers of highly seasonal products tend to have more irregular use of

a) advertising.

b) sales promotion.

c) public relations.

d) personal selling.

e) marketing.

106. Hunt’s decided to put a much larger share of its promotion budget into ___________ because of the heavy reliance it will be placing on coupons in the second quarter.

a) advertising

b) sales promotion

c) public relations

d) telemarketing

e) personal selling

107. Procter & Gamble periodically sends out coupons and free samples of products like Downy fabric softener. This illustrates P&G’s use of which of the following elements of the promotion mix?

a) Advertising

b) Personal selling

c) Sales promotion

d) Public relations

e) Telemarketing

108. A consumer contest is an example of

a) personal selling.

b) sales promotion.

c) advertising.

d) indirect selling.

e) public relations.

109. Sweepstakes, free samples, coupons, and rebates are examples of

a) advertising.

b) sales promotion techniques.

c) publicity.

d) personal selling techniques.

e) packaging methods.

110. Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on

a) advertising.

b) publicity.

c) sales promotions.

d) personal selling.

e) distributor incentives.

111. Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?

a) The size, geographic distribution, and demographic characteristics

b) The cultural diversity and population size

c) The age, sex, religion, and race characteristics

d) Existing product adoption categories

e) Existing levels of price consciousness

112. If a firm’s promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

a) People are more likely to believe a human being than a print ad.

b) TV and radio ads are not feasible for smaller companies.

c) It can achieve more sales through business customers than through individual consumers.

d) It is easier to measure a salesperson’s effects on sales than advertising’s effects on sales.

e) The firm is charging a higher price to cover the expensive salaries of its salespeople.

113. Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on

a) advertising.

b) word-of-mouth communication.

c) public relations.

d) sales promotion.

e) personal selling.

114. High-priced products usually depend heavily on which promotion mix ingredient?

a) Advertising

b) Personal selling

c) Public relations

d) Sales promotion

e) Telemarketing

115. The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage?

a) Introduction

b) Decline

c) Maturity

d) Growth

e) Plateau

116. If the push policy is used in promoting a product, the firm

a) promotes directly to consumers.

b) promotes only to the next marketing institution down the marketing channel.

c) promotes the product to wholesalers only.

d) promotes the product to retailers only.

e) will be assured of having an effective promotional mix.

117. If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on

a) retailers.

b) wholesalers.

c) ultimate consumers.

d) other producers.

e) institutional users.

118. When Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a _________ policy.

a) reseller promotional

b) push

c) customer promotional

d) pull

e) channel promotional

119. If a pull policy is to be used in promoting a product, the firm

a) promotes directly to consumers.

b) promotes only to the next marketing institution down the marketing channel.

c) promotes the product to retail stores only.

d) promotes the product to wholesalers only.

e) must also use the push policy to be effective.

120. The use of a pull policy may require heavy expenditures for

a) advertising and sales promotion.

b) public relations and distribution.

c) personal selling and public relations.

d) distribution and advertising.

e) sales promotion and personal selling.

121. Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?

a) Guerilla communication

b) Word-of-mouth communication

c) Buzz marketing

d) Viral marketing

e) Conversational promotion

122. An attempt to create a trend or acceptance of a product through word-of-mouth communication is called

a) guerilla marketing.

b) viral marketing.

c) buzz marketing.

d) personal publicity.

e) conversational promotion.

123. Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea’s and four other friends’ e-mail addresses along to the marketer. This is known as

a) viral marketing.

b) buzz marketing.

c) guerilla marketing.

d) a word-of-mouth pyramid.

e) personal advertising.

124. If promotion does not do its job of stimulating demand, then the

a) price of the promoted product is likely to increase.

b) price of the promoted product will remain reasonably stable.

c) price of the promoted product will decrease.

d) cost of promotion will decline.

e) cost will remain about the same.

125. The two main reasons for criticism of promotional activities are that promotion

a) has some flaws, and it is deceptive.

b) is deceptive, and it causes prices to rise.

c) pervades our daily lives, and it creates needs in us.

d) creates needs in us, and it encourages materialism.

e) has some flaws, and it pervades our daily lives.

126. Promotion can help keep prices lower because

a) demand for the product does not increase.

b) promotion of prices intensifies price competition.

c) promotion of prices leads to nonprice competition.

d) promotion tends to reduce consumers’ price sensitivity.

e) promotion tends to stabilize a product’s price elasticity of demand.

127. A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____________ advertising.

a) unfair

b) illegal

c) deceptive

d) push

e) pull

128. If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one’s need for

a) love and affection.

b) safety.

c) self-esteem.

d) self-actualization.

e) respect from others.

129. If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion

a) forces people to spend too much.

b) forces prices to go up.

c) encourages materialism.

d) creates needs.

e) can be harmful.

130. Promotion tends to

a) create needs.

b) capitalize on existing needs.

c) be overly focused on the self-actualization needs.

d) overemphasize physiological and safety needs.

e) avoid focusing on people’s needs.

131. Promotion helps consumers because it

a) costs billions of dollars each year, which stimulates the U.S. economy.

b) always stresses wholesome values, which benefits society.

c) persuades consumers to make the right choices.

d) informs consumers and places them in a position to specify the products that they seek.

e) tends to be informative and not persuasive.

132. Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they

a) cost too much.

b) are illegal.

c) are potentially harmful.

d) do not last.

e) are not competitive.

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