MKT 3.01-3.03

Which of the following is an overall goal of the promotional mix:

• To decrease operating expenses

• To convey a message inexpensively

• To persuade consumers to buy

• To have the right goods available

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

• The way in which businesses combine promotional methods

• The “magic formula” used in developing promotional plans

• The confusion of too many promotional techniques

• The rotation technique used for promoting employees

Any paid form of non-personal presentation of ideas, images, goods, or services is known as

• sales promotion.

• personal selling.

• publicity.

• advertising.

Which of the following is an example of personal selling:

• A salesperson places an ad in a local newspaper.

• A business manager holds a press conference to explain a new product.

• A financial planner discusses retirement plans with a group of employees.

• An employee hands out coupons to customers who are attending a trade show.

Which of the following is an example of publicity:

• Free samples are given to customers entering a business.

• An author appears on a talk show to discuss his/her new book.

• A fashion show is held highlighting the latest in bridal fashions.

• A radio announcer delivers a paid message about the grand opening of a business.

Contests, samples, and coupons are all examples of

• premiums.

• personal selling.

• novelty items.

• sales promotions.

Johnson Quittles developed a new digital music platform that made them innovators in the

music industry. Considering the life cycle stage of the product, the company should design a

promotional mix that will

• phase out the product.

• compare competing products.

• inform customers about the new product.

• be competitive with companies making similar products.

In which stage of a product’s life cycle would the least money be invested in product

promotion?

• Growth

• Introduction

• Maturity

• Decline

What form of promotion is generally emphasized for complex, technical products sold to

industrial users?

• Sales promotions

• Advertising

• Personal selling

• Publicity

When the promotional mix for a product is affected by the path the product takes from the

producer to the ultimate consumer, the mix is being influenced by the product’s

• consumers.

• life cycle.

• market.

• distribution channel.