Oklahoma MKT 2013 – You and three of your healthcare

29 Jun Oklahoma MKT 2013 – You and three of your healthcare

Question
1. You and three of your healthcare administration classmates have decided to start a business that will assist U.S. citizens in obtaining affordable medical procedures and services in foreign countries. You came up with the idea as result of watching a video about medical tourism in one of your classes. The four of you are strategizing about how you will promote your new business venture using the elements of the promotion mix. Since you don’t have much capital, you must be creative with your promotional activities.

Select the appropriate promotion mix element (from the drop-down menu) that best describes each of your proposed promotional activities. (Note: Some promotion mix elements may be used more than once):

If each of you is assigned a zip code-based territory and you call all the doctors in the area to arrange a meeting to discuss your company and the services you offer, then you are involved in ________.

A. Personal selling

B. Sales promotion

C. Public Relations

D. Advertising

__________ occurs if you obtain a list of residents aged 50 and over in your city. You send out a mailer to each one where you outline the services your business offers.

A. personal selling

B. sales promotion

C. public relations

D. advertising

___________could involve you creating a monthly newsletter that discusses issues and trends in medical tourism.

A. personal selling

B. sales promotion

C. public relations

D. advertising

_____________could involve you creating a blog that provides information and commentary on different medical tourism alternatives.

A. personal selling

B. sales promotion

C. public relations

D. advertising

_________occurs if you send out mailers offering a free, individualized, consultation on medical tourism to anyone who signs up as a paid member on your blog.

A. personal selling

B. sales promotion

C. public relations

D. advertising

2. You run your own marketing consulting firm and you have just taken on a new client in the technology industry. The client wants you to assist them with selecting the elements of their promotion mix for their main product. You sent a team of consultants to the company to gather information that will drive your recommendations for the composition of the company’s promotion mix. Each of your consultants came back with different bits of information that correspond to factors that should be considered in the selection of the promotion mix elements.

Choose the appropriate promotion mix factor from the drop-down menu that relates to each bit of information obtained by your consultants. (Note: Some promotion mix factors may be used more than once):

Sally determined that sales of the product are growing rapidly. This is an example of the ” ____________________ ” promotion mix factor.

A. Push and pull channel policies

B. Cost and availability of promotional methods

C. Characteristics of the product

D. Characteristics of the target market

Mary determined that the company has extensive ad agency contacts and is not financially restricted in using them. This is an example of the “__________________” promotion mix factor.

A. Push and pull channel policies

B. Cost and availability of promotional methods

C. Characteristics of the product

D. Characteristics of the target market

Bob determined that the company has millions of customers. This is an example of the ” __________________ ” promotion mix factor.

A. Push and pull channel policies

B. Cost and availability of promotional methods

C. Characteristics of the product

D. Characteristics of the target market

Wilson determined that selective distribution is used extensively. This is an example of the ” _____________________ ” promotion mix factor.

A. Push and pull channel policies

B. Cost and availability of promotional methods

C. Characteristics of the product

D. Characteristics of the target market

Jane determined that the company only promotes directly to consumers. This is an example of the ” _______________________ ” promotion mix factor.

A. Push and pull channel policies

B. Cost and availability of promotional methods

C. Characteristics of the product

D. Characteristics of the target market

3. Choose the option from the drop-down menu that best completes each passage:

Most customers are likely to be influenced by_______________ when making purchases.

A. co-workers

B. bloggers

C. friends and family members

D. consumer publications

Effective marketers understand the importance of word-of-mouth communication and attempt to identify _____________ and encourage them to try their products.

A. co-workers

B. bloggers

C. friends and family members

D. consumer publications

Consumers increasingly go________________to obtain reviews and opinions about products.

A. co-workers

B. bloggers

C. friends and family members

D. consumer publications

Marketers should take care that their___________________events do not violate laws or have the potential to be misconstrued or cause undue alarm.

A. co-workers

B. bloggers

C. friends and family members

D. consumer publications

Word-of-mouth communication seems to be most effective for ________________ products.

A. co-workers

B. bloggers

C. friends and family members

D. consumer publications

4. Select the appropriate promotion mix factor for each description. (Note: Some promotion mix factors may be used more than once):

The company has adopted a corporate commitment to educate its customers. This is an example of using___________.

A. promotional resources, objectives, and policies

B. characteristics of the target market

C. characteristics of the product

D. costs and availability of promotional methods

E. push and pull channel polices

The company’s promotions are aimed at customers and its marketing channel. This is an example of using _______________.

A. promotional resources, objectives, and policies

B. characteristics of the target market

C. characteristics of the product

D. costs and availability of promotional methods

E. push and pull channel polices

____________________ may include the company using selective and extensive distribution.

A. promotional resources, objectives, and policies

B. characteristics of the target market

C. characteristics of the product

D. costs and availability of promotional methods

E. push and pull channel polices

The size of the promotional budget matters for ____________________

A. promotional resources, objectives, and policies

B. characteristics of the target market

C. characteristics of the product

D. costs and availability of promotional methods

E. push and pull channel polices

Socio-cultural considerations have to be weighed in choosing the promotion mix is relevant when using _________________

A. promotional resources, objectives, and policies

B. characteristics of the target market

C. characteristics of the product

D. costs and availability of promotional methods

E. push and pull channel polices

5. Select the appropriate promotion mix element (from the drop-down menu) for each example. (Note: Some promotion mix elements may be used more than once):

A raffle of a two-week paid vacation with eligibility limited to customers who purchase a new flat-screen television during Super Bowl weekend is an example of using _____________

A. Advertising

B. personal selling

C. public relations

D. sales promotion

A news release announcing a new product introduction is an example of _________________

A. advertising

B. personal selling

C. public relations

D. sales promotion

An insurance agent’s sales approach is an example of _________________

A. advertising

B. personal selling

C. public relations

D. sales promotion

Purchasing space on city buses to inform low-income residents about your new health clinic locations is an example of ___________________

A. advertising

B. personal selling

C. public relations

D. sales promotion

A door-to-door home improvement sales representative’s approach is an example of ______________

A. advertising

B. personal selling

C. public relations

D. sales promotion

6. Choose the option from the drop-down menu that best completes each passage:

____________ is the coordination of promotion and other marketing efforts to ensure the maximum informational and persuasive impact on customers.

A. Advertising

B. promotion mix

C. integrated marketing communications

D. personal selling

________________is communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its products.

A. Promotion

B. Publicity

C. Advertising

D. public relations

The four possible elements of a _________________ are advertising, personal selling, public relations, and sales promotion.

A. Publicity

B. communication channels

C. promotion mix

D. integrated marketing communications

____________is a paid, non-personal communication about an organization and its products transmitted to a target audience through mass media.

A. Publicity

B. Advertising

C. public relations

D. personal selling

__________________communication is personal informal exchanges of communication that customers share with one another about products, brands, and companies.

A. Publicity

B. Advertising

C. public relations

D. personal selling

7. You were recently home visiting your parents and you stumbled across a cabinet in your basement that had contained hundreds of little boxes of detergent wrapped in little envelopes. Some of the boxes were from as long as twenty years ago. The envelopes were all addressed to “Resident” and had your home address listed as the addressee. You asked your mother why she kept all these little boxes, and she said they will someday be collectors’ items and worth a lot of money. After a moment of reflection and puzzlement, you realize she might be right.

The companies who sent these boxes to your mother were most likely trying to do which of the following?

A. Facilitate reseller support

B. Retain loyal customers

C. Reduce sales fluctuation

D. Encourage product trail

E. Identity prospects

8. Which of the following is true about the criticisms and defenses of promotion?

A. Promotion clearly has more benefits than costs.

B. The high cost of promotional activities ultimately is a major reason why the economy periodically slips into recession.

C. Promotion does not create needs, but capitalizes on them.

D. The government has been successful in elimination deceptive promotion.

E. Promotion reduces product liability costs.

9. Which of the following statements is true about the receiver in promotion and the communication process?

A. Feedback is always fast and clearly recognizable.

B. Noise will potentially exist as a result of the receiver’s decoding process.

C. The receiver chooses the communication channel.

D. The source gives feedback to the receiver.

E. A receiver is always an individual.

10. Select the statement that is true about the objectives of promotion.

A. The overall role of promotion is to introduce new products.

B. To be most effective and beneficial, promotional efforts must ne spontaneous and instinctively presented. Marketers should nor “overthink” the efforts.

C. Free samples can help retain loyal customers.

D. Selective demand is stimulated through pioneer promotion.

E. To encourage selective demand, marketers focus on strengths and benefits of a specific brand.

11. Which of the following statements is true about word-of-mouth communication?

A. Word-of-mouth communications is effective for all product categories.

B. Buzz marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event.

C. Marketers encourage customers to “gang up” on their products to create more awareness.

D. Word-of-mouth communication is least effective with expensive products.

E. Opinion leaders are not important in word-of-mouth communications.

12. If Microsoft is successful in getting the Xbox shown in a scene in the Teenage Mutant Ninja Turtles movie, it has successfully used which of the following?

A. Advertising

B. Public relations

C. Sales promotion

D. Personal selling

E. Product placement

13. Integrated marketing communications _______________________________.

A. Is increasingly accepted because mass media advertising is used more today than in the past

B. Is not heavily scrutinized by upper management

C. Can only be done effectively with the firm’s in-house resources

D. Is changing as both information technology and customer interests become increasingly dynamic

E. And customizing it for consumers, while also protecting customer privacy, has become increasingly easy

14. Select the example that is not an accurate example of product placement.

A. A major brand exercise bicycle on the sidelines of a major college football game.

B. A bottle of Power Ade positioned on the table in front of an NFL quarterback while he is giving a post-game interview

C. A car shaped like an Oscar Mayer wiener.

D. A van wrapped with an image of an Apple iPhone used in the latest marvel film.

E. A Sony Play Station II included as a stage prop in a Broadway play.

15. Promotional activities are defended against criticism because _____________________.

A. They do not include products associated with unhealthy activities

B. They can ignite economic growth

C. They help instill good values in consumers

D. They create customer needs, then effectively satisfy them

E. All deceptive promotional activities have been eliminated by government regulations

16. You are a marketing communications consultant. The owner of a small consumer products company has asked you to come in and give a presentation to its sales and marketing team on the best practices in promotion and the communication process. She thinks that her team is doing a good job from a practical perspective in this area, but she wants to make sure they are sound in their conceptual approach since many of them were not formally trained in marketing.

Is the following statement a key concept about promotion and the communication process that you will include in your presentation?

The source should use signs or symbols familiar to the receiver.

A. True

B. False

17. You are a marketing communications consultant. The owner of a small consumer products company has asked you to come in and give a presentation to its sales and marketing team on the best practices in promotion and the communication process. She thinks that her team is doing a good job from a practical perspective in this area, but she wants to make sure they are sound in their conceptual approach since many of them were not formally trained in marketing.

Is the following statement a key concept about promotion and the communication process that you will include in your presentation?

You code the messages and your audience decodes the messages.

A. True

B. False

18. You are a marketing communications consultant. The owner of a small consumer products company has asked you to come in and give a presentation to its sales and marketing team on the best practices in promotion and the communication process. She thinks that her team is doing a good job from a practical perspective in this area, but she wants to make sure they are sound in their conceptual approach since many of them were not formally trained in marketing.

Is the following statement a key concept about promotion and the communication process that you will include in your presentation?

You must know your target market and the language they understand.

A. True

B. False

19. You are a marketing communications consultant. The owner of a small consumer products company has asked you to come in and give a presentation to its sales and marketing team on the best practices in promotion and the communication process. She thinks that her team is doing a good job from a practical perspective in this area, but she wants to make sure they are sound in their conceptual approach since many of them were not formally trained in marketing.

Is the following statement a key concept about promotion and the communication process that you will include in your presentation?

You are the receiver and your audience is the source.

A. True

B. False

20. You are a marketing communications consultant. The owner of a small consumer products company has asked you to come in and give a presentation to its sales and marketing team on the best practices in promotion and the communication process. She thinks that her team is doing a good job from a practical perspective in this area, but she wants to make sure they are sound in their conceptual approach since many of them were not formally trained in marketing.

Is the following statement a key concept about promotion and the communication process that you will include in your presentation?

Choose a communication channel that has sufficient channel capacity.

A. True

B. False