Self Test: Multiple Choice

You can find the answers on the last page of this book.

  1. 14-1 Which of the following is a step involved in a promotional campaign?

    1. Identify the target market

    2. Determine the budget

    3. Implement an integrated marketing communications plan

    4. All of the above

  2. 14-2 McDonald’s advertises that any size coffee is $0.99 all day. This is an example of __________ advertising.

    1. product

    2. retail

    3. comparative

    4. corporate

  3. 14-3 Your college professors take on what kind of sales role when they select books for their class?

    1. Order taker

    2. Order influencer

    3. Support personnel

    4. None of the above

  4. 14-4 Bosch tools are sold in stores such as Home Depot and Lowe’s. What kind of distribution strategy is being used?

    1. Exclusive

    2. Intensive

    3. Selective

    4. Franchise

  5. 14-5 Your grocery store most likely purchases Oreos and other Nabisco products from a

    1. wholesaler.

    2. retailer.

    3. agents/broker.

    4. distributor.

  6. 14-6 Which type of logistics is involved in bringing raw materials, supplies, and information from suppliers to the producer?

    1. Inbound

    2. Outbound

    3. Reverse

    4. Third-party

  7. 14-7 Which is not an example of a nonstore retail outlet?

    1. A kiosk

    2. A vending machine

    3. A factory outlet

    4. A telemarketer

  8. 14-8 American Idol judges often have on their desks tall glasses embossed with Coca-Cola’s logo. This advertising strategy is known as

    1. product placement.

    2. viral marketing.

    3. an infomercial.

    4. a direct pitch.

  9. 14-9 Which of the following is a consumer sales promotion tool?

    1. A 10-percent-off online promo code

    2. A $10.00 mail-in rebate

    3. A frequent buyer card

    4. All of the above

  10. 14-10 QR codes, text messages, and apps are part of what kind of promotional strategy?

    1. Viral promotions

    2. E-commerce

    3. Mobile marketing

    4. Social promoting

True/False

You can find the answers on the last page of this book.

  1. 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.

    1. □ True or □ False

  2. 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.

    1. □ True or □ False

  3. 14-13 Personal selling is the least expensive part of the promotional mix, and therefore should always be used.

    1. □ True or □ False

  4. 14-14 Using marketing intermediaries often adds efficiency to the supply chain.

    1. □ True or □ False

  5. 14-15 The last step in the selling process is closing the sale.

    1. □ True or □ False

Critical Thinking Questions

  1. An image shows a star blue icon. 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)?

  2. An image shows a star blue icon. 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.

  3. An image shows a star blue icon. 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.

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