Product Mix
Which of the following is an overall goal of the promotional mix:
a. To decrease operating expenses
c. To persuade consumers to buy
b. To convey a message inexpensively
d. To have the right goods available
c To persuade consumers to buy.
Which of the following is an advantage of personal selling over advertising in the promotional mix:
a. Immediate feedback
b. Less costly per contact
c. Less flexible
d. No face-to-face contact
a Immediate feedback
Cookie’s Palace, a new boutique for children, wanted to attract more customers. To do so, the manager planned a puppet show, put up a new window display, and bought balloons to give to children. This is an example of
b Sales promotion
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
a. phase out the product.
b. compare competing products.
c. inform customers about the new product.
d. be competitive with companies making similar products.
c Inform customers about the new product
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
a. consumers. c. market.
b. life cycle. d. distribution channel.
21. d Distribution channel
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 confusion of too many promotional techniques
d. The rotation technique used for promoting employees
a The way in which businesses combine promotional methods
On a per-contact basis, which of the following elements of the promotional mix is most
expensive:
a. Advertising
b. Publicity
c. Sales promotion
d. Personal selling
d Personal selling.
Which of the following is an example of a promotional activity that combines several of the promotional mix elements:
b Sponsorships
In which stage of a product’s life cycle would the least money be invested in product
promotion?
a. Growth c. Decline
b. Introduction d. Maturity
c Decline
The Sandlot Company promotes its products to intermediaries who then promote the products to customers. The Sandlot Company is using a(n) __________ promotional strategy.
a. push
b. pull
c. increasing
d. decreasing
a. Push
Any paid form of non-personal presentation of ideas, images, goods, or services is known as
a. sales promotion. c. publicity.
b. personal selling. d. advertising.
d Advertising
Which of the following characteristics is shared by advertising and publicity:
a. Is impersonal c. Receives close attention
b. Must be paid for d. Presents the same message
a Is impersonal
Which of the following is a false statement about the promotional mix:
a. Advertising is the best promotional mix element.
b. The promotional mix plays a key role in obtaining customers.
c. The promotional mix may need to be changed from time to time.
d. A variety of communication channels can be used to promote goods, services, or ideas.
a Advertising is the best promotional mix element.
What form of promotion is generally emphasized for complex, technical products sold to
industrial users?
c Personal selling.
Cool Cola recently developed a new flavor of soda. The company has generated customer interest in the new product via television commercials and coupons. As a result, wholesalers and retailers are buying the new soda from Cool Cola to meet customer demand. This is an example of a(n) __________ promotional strategy.
a. increasing c. pull
b. decreasing d. push
c Pull.
VISA pays to promote its services on other companies’ websites. These promotions are
examples of
a. publicity. c. advertising.
b. sales promotion. d. personal selling.
c Advertising
Which of the following is an example of publicity:
a. Free samples are given to customers entering a business.
b. An author appears on a talk show to discuss his/her new book.
c. A fashion show is held highlighting the latest in bridal fashions.
d. A radio announcer delivers a paid message about the grand opening of a business.
b An author appears on a talk show to discuss his/her new book
Which of the following is a true statement about inexpensive, self-service products:
a. They are in the decline stage of their life cycles.
b. Their promotional mix should emphasize personal selling.
c. Examples of these products are computers and automobiles.
d. Sales promotion could promote these products successfully.
d Sales promotion could promote these products successfully
When planning the promotional mix, a business should consider which of the following target market factors:
d The number of customers
Should businesses rely solely on their previous promotional mixes?
a. No, promotional budgets decrease each year.
b. No, there may be other, more successful mixes to try.
c. Yes, there is usually one promotional mix that is best.
d. Yes, what has worked in the past will work in the future.
b No, there may be other, more successful mixes to try.
Which of the following is an example of personal selling:
a. A salesperson places an ad in a local newspaper.
b. A business manager holds a press conference to explain a new product.
c. A financial planner discusses retirement plans with a group of employees.
d. An employee hands out coupons to customers who are attending a trade show.
c A financial planner discusses retirement plans with a group of employees.
Contests, samples, and coupons are all examples of
a. premiums. c. novelty items.
b. personal selling. d. sales promotion.
d Sales promotion
Personal selling would be a cost-effective form of promotion for which of the following
products:
a. Newspaper c. Laptop computer
b. Garden rake d. Soft drink
c Laptop computer
If a manufacturer has chosen to advertise on national radio and in magazines, which of the
following factors has influenced the promotional mix:
a. Need for face-to-face promotion c. Limited promotional funds
b. Geographic location of the market d. Technical aspects of the product
b Geographic location of the market
b No, there may be other, more successful mixes to try.
c Playing follow the leader