10 May Question82. An advertisement from a ski lodge extolling the benefits
Question
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.
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
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