Hunt’s decided to put a much larger share

Hunt’s decided to put a much larger share

Hunt’s decided to put a much larger share of its promotion budget into ___________ because of the heavy reliance it will be placing on coupons in the second quarter.

a) advertising

b) sales promotion

c) public relations

d) telemarketing

e) personal selling

107. Procter & Gamble periodically sends out coupons and free samples of products like Downy fabric softener. This illustrates P&G’s use of which of the following elements of the promotion mix?

a) Advertising

b) Personal selling

c) Sales promotion

d) Public relations

e) Telemarketing

108. A consumer contest is an example of

a) personal selling.

b) sales promotion.

c) advertising.

d) indirect selling.

e) public relations.

109. Sweepstakes, free samples, coupons, and rebates are examples of

a) advertising.

b) sales promotion techniques.

c) publicity.

d) personal selling techniques.

e) packaging methods.

110. Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on

a) advertising.

b) publicity.

c) sales promotions.

d) personal selling.

e) distributor incentives.

111. Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?

a) The size, geographic distribution, and demographic characteristics

b) The cultural diversity and population size

c) The age, sex, religion, and race characteristics

d) Existing product adoption categories

e) Existing levels of price consciousness

112. If a firm’s promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

a) People are more likely to believe a human being than a print ad.

b) TV and radio ads are not feasible for smaller companies.

c) It can achieve more sales through business customers than through individual consumers.

d) It is easier to measure a salesperson’s effects on sales than advertising’s effects on sales.

e) The firm is charging a higher price to cover the expensive salaries of its salespeople.

113. Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on

a) advertising.

b) word-of-mouth communication.

c) public relations.

d) sales promotion.

e) personal selling.

114. High-priced products usually depend heavily on which promotion mix ingredient?

a) Advertising

b) Personal selling

c) Public relations

d) Sales promotion

e) Telemarketing

115. The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage?

a) Introduction

b) Decline

c) Maturity

d) Growth

e) Plateau

116. If the push policy is used in promoting a product, the firm

a) promotes directly to consumers.

b) promotes only to the next marketing institution down the marketing channel.

c) promotes the product to wholesalers only.

d) promotes the product to retailers only.

e) will be assured of having an effective promotional mix.

117. If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on

a) retailers.

b) wholesalers.

c) ultimate consumers.

d) other producers.

e) institutional users.

118. When Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a _________ policy.

a) reseller promotional

b) push

c) customer promotional

d) pull

e) channel promotional

119. If a pull policy is to be used in promoting a product, the firm

a) promotes directly to consumers.

b) promotes only to the next marketing institution down the marketing channel.

c) promotes the product to retail stores only.

d) promotes the product to wholesalers only.

e) must also use the push policy to be effective.

120. The use of a pull policy may require heavy expenditures for

a) advertising and sales promotion.

b) public relations and distribution.

c) personal selling and public relations.

d) distribution and advertising.

e) sales promotion and personal selling.