marketing management

1) Which of the following is a false statement about the promotional mix:

• a) Advertising is the best promotional mix element.

• b) The promotional mix may need to be changed from time to time.

• c) The promotional mix plays a key role in obtaining customers.

• d) A variety of communication channels can be used to promote goods, services, or ideas.

2) Which of the following is a true statement about inexpensive, convenience, self-service products;

• a) Examples of these products are computers and automobiles

• b) Their promotional mix should emphasize personal selling.

• c) Sales promotion could promote these products successfully.

3) Personal selling would be a cost-effective form of promotion for which of the following products:

• a) Newspaper

• b) pencil

• c) Laptop or computer

• d) Soft drink

4) What form of promotion is generally emphasized for complex, technical products sold to industrial users: manufacturing equipment, hospital equipment, or transportation options.?

• a) Sales promotion

• b) Advertising

• c) Personal selling

• d) Publicity

5) Which of the following statements best defines the term promotional mix:

• a) The way in which businesses combine promotional methods

• b) The “magic formula” used in developing promotional plans

• c) The rotation technique used for promoting employees

• d) The confusion of too many promotional techniques

6) Any paid form of non-personal presentation of ideas, images, goods, or services is known as __________________. Example: radio, TV, newspaper, web site, or magazine.

• a) sales promotion.

• b) personal selling.

• c) publicity

• d) advertising

7) Which of the following is an advantage of personal selling over advertising in the promotional mix:

• a) Immediate feedback through a purchase

• b) Less costly per contact

• c) Less flexible

• d) No face-to-face contact

8) Which of the following characteristics is shared by advertising and publicity:

• a) Is impersonal since there is no interaction with the customer

• b) Must be paid for

• c) Receives close attention from all customers in the target market.

• d) Presents the same message to all members if the target market