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Which of the following are personal informal exchanges of communication tha

Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?

Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?

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a) Guerilla communication

b) Word-of-mouth communication

c) Buzz marketing

d) Viral marketing

e) Conversational promotion

122. An attempt to create a trend or acceptance of a product through word-of-mouth communication is called

a) guerilla marketing.

b) viral marketing.

c) buzz marketing.

d) personal publicity.

e) conversational promotion.

123. Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea’s and four other friends’ e-mail addresses along to the marketer. This is known as

a) viral marketing.

b) buzz marketing.

c) guerilla marketing.

d) a word-of-mouth pyramid.

e) personal advertising.

124. If promotion does not do its job of stimulating demand, then the

a) price of the promoted product is likely to increase.

b) price of the promoted product will remain reasonably stable.

c) price of the promoted product will decrease.

d) cost of promotion will decline.

e) cost will remain about the same.

125. The two main reasons for criticism of promotional activities are that promotion

a) has some flaws, and it is deceptive.

b) is deceptive, and it causes prices to rise.

c) pervades our daily lives, and it creates needs in us.

d) creates needs in us, and it encourages materialism.

e) has some flaws, and it pervades our daily lives.

126. Promotion can help keep prices lower because

a) demand for the product does not increase.

b) promotion of prices intensifies price competition.

c) promotion of prices leads to nonprice competition.

d) promotion tends to reduce consumers’ price sensitivity.

e) promotion tends to stabilize a product’s price elasticity of demand.

127. A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____________ advertising.

a) unfair

b) illegal

c) deceptive

d) push

e) pull

128. If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one’s need for

a) love and affection.

b) safety.

c) self-esteem.

d) self-actualization.

e) respect from others.

129. If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion

a) forces people to spend too much.

b) forces prices to go up.

c) encourages materialism.

d) creates needs.

e) can be harmful.

130. Promotion tends to

a) create needs.

b) capitalize on existing needs.

c) be overly focused on the self-actualization needs.

d) overemphasize physiological and safety needs.

e) avoid focusing on people’s needs.

131. Promotion helps consumers because it

a) costs billions of dollars each year, which stimulates the U.S. economy.

b) always stresses wholesome values, which benefits society.

c) persuades consumers to make the right choices.

d) informs consumers and places them in a position to specify the products that they seek.

e) tends to be informative and not persuasive.

132. Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they

a) cost too much.

b) are illegal.

c) are potentially harmful.

d) do not last.

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