Marketing MCQ chapter 6

A company's total marketing communications mix consists of a specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?

• A) the product mix

• B) product line filling

• C) the promotion mix

• D) the price mix

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________ and includes broadcast, mobile, print, and online forms.

• A) sales promotion

• B) advertising

• C) direct and digital marketing

• D) personal selling

• E) public relations

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

• A) direct and digital marketing

• B) sales promotion

• C) personal selling

• D) public relations

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

• A) sales promotion

• B) personal selling

• C) direct and digital marketing

• D) public relations

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

• A) sales promotion

• B) direct and digital marketing

• C) horizontal diversification

• D) public relations

  
  

7) ________ includes sales presentations, trade shows, and incentive programs.

• A) Direct and digital marketing

• B) Sales promotion

• C) Personal selling

• D) Public relations

Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.

• A) sales promotion

• B) personal selling

• C) public relations

• D) direct and digital marketing

Which major promotion category uses catalogs, direct mail, e-mail, mobile marketing and social media?

• A) sales promotion

  
  

• B) direct and digital marketing

• C) public relations

• D) advertising

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

• A) push strategies

• B) direct and digital marketing

• C) the Internet

• D) personal selling