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Exam 13: Distributing and Promoting Products

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Question 31

True/False

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Advertising appropriation should be based on the historical average of the company's advertising expenditure.

A) True
B) False

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Question 32

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The marketing department for Belle Rose,Inc.,must determine the best promotional mix for a new perfume the company has developed.They have written press releases and sent perfume samples to the editorial staff at the local newspaper,scheduled a guest appearance of the company president on the local television station,posted teasers on the company's Facebook page,and are preparing well-timed Tweets and Snapchats about the perfume.What promotional activity have they not made preparations for?

A) Personal selling
B) Social media
C) Advertising
D) Public relations

E) B) and C)
F) All of the above

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Question 33

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Coupons are sent to consumers by direct mail.

What types of public-relations tools can organizations use?

Why would a marketer identify and analyze the target audience before defining the advertising objectives when developing an advertising campaign?

What is supply chain management,and what are its benefits?

Simpson Micro owns warehouses that stock computer software.They offer net terms to retail stores,offer specials and promotions,and provide customer service.Simpson Micro is a(n) _____ wholesaler.

A promotion mix can be defined as communication about an organization and its products that is intended to inform,persuade,or remind target-market members.

Chris has an educational background in computer engineering.He works for IBM by assisting major customers with understanding how to install,use,and troubleshoot their networked computer systems.Chris would be best classified as a(n) _____.

Like newspaper ads and unlike magazine advertising,television advertising:

P&T Inc. P&T Inc.is an emerging company that wants to focus on personal selling,sales promotion,and public relations activities.P&T's management understands that personal selling is about the personal communication aimed at customers,but they feel that determining more specifics about the products they sell will allow them to better achieve their goal.Another important route they would like to take is to learn more about the various types of sales promotion.Finally,management would like to focus more on publicity-based PR.By concentrating on these areas,the company believes that it will be able to successfully create a promotional campaign. -Refer to P&T Inc.If P&T management chose to return a portion of a product's purchase price as a sales promotion method,it would be referred to as which of the following?

Don Martin owns DME Ads Inc.,an advertising agency.At present,the company focuses on advertising only.However,Don plans to expand the company's focus to include all the major elements of an organization's promotional mix.Don feels that expanding the focus in such a way will allow the firm to meet customer needs in a more coordinated fashion.Currently,the firm organizes its work according to the media being used.Don believes this is the most effective way to subdivide advertising.Since television is the most widely used advertising medium,the company spends most of its time on television advertising.DME knows what it takes to get the job done,and it is committed to success. -Refer to DME Ads Inc.In developing the advertising campaign for a client,in which of the following steps should DME include the important selling points or features of the client's products?

Julian Ramirez,an advertising manager for Verizon,has chosen the words for the company's new magazine ads and is now determining which illustrations will best complement the words.Therefore Julian is in which stage of developing the advertising campaign?

How do full-service wholesalers and limited service wholesalers differ? How do general merchandise wholesalers,limited-line wholesalers,and speciality-line wholesalers differ in the products they carry?

A large restaurant with locations throughout the United States has a long-term partnership with Tyson for its poultry and a produce distributor for its fruits and vegetables.These relationships reduce inefficiencies and costs and result in higher customer satisfaction.This restaurant is successfully using _____.

Which of the following is the most selective advertising medium?

What are the commonly used distribution channels for consumer products?

The use of only a portion or percentage of the available outlets in each geographic area for market exposure is called _____ distribution.

Tyler's Garage,an automotive repair shop,sends out a direct-mail offer for a complete tune-up for first-time customers at a greatly reduced price.Which sales promotion objective is Tyler's Garage trying to accomplish?

Harvey's Hardware store is located in a small town in the Midwest.This store would best be classified as a(n) _____.