Chapter 14

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?

• Sales promotion

• Personal selling

• Direct marketing

• Public relations

• Advertising

________ consists of strong short-term incentives that invite and reward quick responses from customers.

• A patronage reward

• A segmented promotion

• Sales promotion

• Public relations
  

An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________.

• Sales promotion
  

• Personal selling
  

• A push strategy

• Public relations
  

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.

• Public relations
  

• Buzz marketing
  

• A push strategy
  

• A pull strategy

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

• Sales promotion
  

• Personal selling
  

• Public relations

• Direct marketing

In the introduction stage of the product life cycle, a combination of ________ is best for producing high awareness.

• Indirect marketing and personal selling

• Advertising and public relations

• Public relations and personal selling

• Personal selling and direct marketing

Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.

• pull; push

• continuity; pulse

• push; pull

• pulse; continuity

Which promotional mix strategy directs marketing efforts toward market channel members?

• pulse

• push

• pull

• blitz

Which promotional mix strategy directs marketing efforts toward final consumers?

• pull

• pulse

• push

• buzz

________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.

• The competitive-parity method

• Personal communication

• Public relations

• Personal selling