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Exam 16: Using Effective Promotions

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Question 31

True/False

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

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Question 32

Multiple Choice

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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:

A) a push strategy.
B) market teasers.
C) a pull strategy.
D) swag.

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Question 33

Multiple Choice

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Registration in Professor McNick's classes reaches maximum enrollment quickly.Students register immediately online just to insure their seat in her class.One student summed it up,"Everyone's heard she is the best teacher on campus." Professor McNick's classes benefit from:

Online chat rooms and bulletin boards offer opportunities for positive and negative word-of-mouth promotion.

__________ refers to any information about a product or an organization that is communicated to the public through the media and is not paid for or controlled by the sponsor.

One fact that marketers must keep in mind is that publicity can be either positive or negative.

Closing the sale represents success for the salesperson and the final step in the selling process.

The purpose of a trial close in the selling process is to learn as much as possible about customers and their wants and needs.

Bob is a salesperson for a firm that markets products in a B2B market.His wife,Sally,is a salesperson for a retail store selling top quality electronics goods.While Bob is likely to be successful using follow up after the sale,Sally should avoid this approach.

The distribution method for audio and video programs via the Internet that lets users subscribe to a number of files or feeds is called a:

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

Today's public relations departments:

Advocacy advertising is advertising that supports a particular view of an issue such as gun control.

According to the Reaching Beyond Our Borders box titled,"Promotion in Rural India," marketing experts rely on talking road shows to get the message about products and services to potential customers.In order to reach customers in relatively remote areas where technology type promotion fails,marketers are using________________ to promote their products and services.

Jose is a salesperson for a firm that sells and leases heavy construction equipment.This equipment is very expensive,and is highly specialized.Jose spends a great deal of time learning about potential customers' needs,then uses his knowledge of the Internet to locate exact specifications of equipment offered by all the major producers in the industry.Armed with this information,Jose is able to identify the best equipment for each job.Jose has completed the preapproach stage of the selling process.

Companies that adopt a pull strategy target their promotional efforts toward:

__________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.

Which of the following statements about global advertising is most correct?

When marketers advertise on a big online search engine like Bing or Google,they can reach the people they most want to reach.