QuestionCHAPTER 19 Personal Selling and Sales Promotion

CHAPTER 19 Personal Selling and Sales Promotion
101. In recent years the proportion of promotional dollars spent on sales promotion has

a) increased relative to advertising.

b) remained constant.

c) declined slightly, and the proportion spent on advertising has increased.

d) declined slightly, and the proportion spent on advertising has declined as well.

e) increased, and the proportion spent on advertising has risen as well.

102. Which of the following is not a reason why the proportion of promotional dollars spent on sales promotion has increased in recent years?

a) Retailers have become more powerful relative to manufacturers and are demanding more trade sales promotion efforts.

b) Because of an increased focus on value, consumers are more responsive to promotional offers.

c) The greater emphasis on improving long-term performance has resulted in an increased use of sales promotion methods.

d) Sales promotions aimed at convincing customers to change brands are more effective because of declines in brand loyalty in general.

e) All of these are reasons for the increasing proportion of promotional dollars being spent on sales promotion efforts.

103. Heinz uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered

a) trade sales promotion methods.

b) consumer incentives.

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