You can find the answers on the last page of this book.
14-1 Which of the following is a step involved in a promotional campaign?
Identify the target market
Determine the budget
Implement an integrated marketing communications plan
All of the above
14-2 McDonald’s advertises that any size coffee is $0.99 all day. This is an example of __________ advertising.
product
retail
comparative
corporate
14-3 Your college professors take on what kind of sales role when they select books for their class?
Order taker
Order influencer
Support personnel
None of the above
14-4 Bosch tools are sold in stores such as Home Depot and Lowe’s. What kind of distribution strategy is being used?
Exclusive
Intensive
Selective
Franchise
14-5 Your grocery store most likely purchases Oreos and other Nabisco products from a
wholesaler.
retailer.
agents/broker.
distributor.
14-6 Which type of logistics is involved in bringing raw materials, supplies, and information from suppliers to the producer?
Inbound
Outbound
Reverse
Third-party
14-7 Which is not an example of a nonstore retail outlet?
A kiosk
A vending machine
A factory outlet
A telemarketer
14-8 American Idol judges often have on their desks tall glasses embossed with Coca-Cola’s logo. This advertising strategy is known as
product placement.
viral marketing.
an infomercial.
a direct pitch.
14-9 Which of the following is a consumer sales promotion tool?
A 10-percent-off online promo code
A $10.00 mail-in rebate
A frequent buyer card
All of the above
14-10 QR codes, text messages, and apps are part of what kind of promotional strategy?
Viral promotions
E-commerce
Mobile marketing
Social promoting
You can find the answers on the last page of this book.
14-11 The product itself can be considered part of the promotional mix because samples of it can be given away to demonstrate its features.
□ True or □ False
14-12 Finding the best way to communicate the benefits of a product and persuade customers to buy it is a critical job of marketers.
□ True or □ False
14-13 Personal selling is the least expensive part of the promotional mix, and therefore should always be used.
□ True or □ False
14-14 Using marketing intermediaries often adds efficiency to the supply chain.
□ True or □ False
14-15 The last step in the selling process is closing the sale.
□ True or □ False
14-16 Describe mobile marketing. Why is it such a growing promotional trend? Describe a mobile marketing technique that has made you notice a product. Why did it work (or not work)?
14-17 Discuss when it would be appropriate to use the following sales promotional techniques: coupons, rebates, frequent-user incentives, free samples, and cents-off deals.
14-18 Describe which distribution strategy—intensive, selective, or exclusive—would be most appropriate for each of the following products and explain why: laundry detergent, cigarettes, Mercedes sports cars, and Snickers candy bars.