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Exam 16: Using Effective Promotions

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Question 41

Multiple Choice

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After receiving poor service from her car insurance company, Wendy made her complaints public by placing them on the Internet. This is another form of:

A) negative advertising.
B) institutional sales promotion.
C) public relations.
D) word-of-mouth promotion.

E) None of the above
F) A) and C)

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Question 42

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The B2B selling process may take a long time before a deal is finalized therefore gathering information about the customer before you approach them is critical.

A) True
B) False

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Question 43

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According to the "Thinking Green" box in Chapter 16, some marketers have found that promoting their "green" efforts can help give them a competitive advantage.

Woodson Productions gives young adults free tickets to concerts it promotes if they agree to go into an Internet chat room and share their positive experience with others. The free tickets Woodson provides represent:

Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.

After-sale follow-up is an important but often neglected step in B2C sales.

Personal selling in the B2B market represents a relatively inexpensive method of promoting a firm's products.

The primary emphasis of advertising today is to move from regional approach in global markets to a total globalist approach.

The Internet allows firms to listen to customers' wants, track their purchases, provide them with better service, and more access to information.

Budliter has a new ad campaign for its product. In an effort to determine whether consumers like the ad and characters it created, Budliter is monitoring , or online diaries for mention of their campaign.

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Advertisers like online advertising because:

Virtual trade shows are not effective at promoting tangible goods therefore they promote services rather than tangible products.

Which of the following represents the primary purpose of a firm using institutional advertising?

A TV program made to look like a television show but devoted exclusively to promoting goods and services is called an infomercial.

The number one advertising medium in terms of total dollar expenditures is newspapers.

When advertising in global markets it is important to remember that brand names and promotional campaigns can often be translated differently from what the marketer attempts to say.

The Internet provides an effective medium for consumers who pick their products from online outlets or who do online comparison shopping.

A recent study reveals that regardless of the product or target market, mobile media is not a promotion mix tool that works efficiently.

A pick economy is a research term meaning the selection of global markets that a company randomly decides to target for its goods and services.