03 Jan Sales promotion

MKT301 Principles of Marketing

Quiz 3

Question 1Which of these is NOT a common part of a firm’s brand?

Public relations

Identity

Image

Associations and beliefs

Logos, colors and taglines

Question 2Which of these is NOT necessarily true of sales promotion marketing?

Sales promotions allow marketers to gather valuable data

Coupons and other promotions let retailers and service providers build customer loyalty

Sales promotions encourage customers to buy quickly, rather than some time in the future

Coupons are especially useful for appealing to lower income consumers

Sales promotion are a useful way for marketers to build customer lifetime value

Question 3Which of these is typically a characteristic of a sales promotion?

It requires the consumer to act on the offer in a fixed time

It is advertised via e-media

The consumer must buy the product to benefit from the offer

It is a key part of social media marketing

Answers a and c are both correct

Question 4State Bank has been accused of overcharging customers for routine transaction and taking advantage of lower income customers. Their marketing department ran a series of ads showing happy customer thanking employees for their help. The most important outcome of these ads for the firm was ____________________

Generate revenue

Increase awareness of their social responsibility

Attract low income customers

Repair their poor brand image

Help the CEO keep his job

Question 5This form of social media content is usually considered to be the most credible because personal stories, photos and reviews from stores and restaurants is considered to be more real and believable.

Earned

Buzz

User generated

Open source

Word of mouth

Question 6Sue and Mike’s kids are telling their friends about their upcoming visit the Disney World and that they think it is happiest place on earth. This is an example of Disney’s __________________

Advertising

Brand image

Promotional campaign

Brand identity

Promotional campaign

Question 7Katie is out with her friends form high school and they convince her to buy a blouse because the guy she likes will think she looks great in it, even though it is out of her budget. Katie made this consumer decision based on what factor(s).

Social influences

Thinking evaluation

Consumer logic

Peripheral route

Answers a and d

Question 8Ad Wizards is launching a series of ads for new client, Magnum Tires, that are based on the idea that parents will react better to ads that get them to feel before thinking. What type of ad appeal is this?

Rational

Hyper

Emotional

Focused

Targeted

Question 9The process of sourcing, transporting and warehousing is most accurately called

Inventory management

Material management

Supply chain management

Process management

Product management

Question 10Which of these is a good analogy for a firm’s brand identity

Fingerprints

Memories

Attitudes

Face

Answers a and d

Question 11Logos, theme songs and taglines are all examples of a firm’s ________________________

Brand equity

Promotional design

Brand image

Brand identity

Graphic elements

Question 12Fabulous Cookies makes its organic cookies from nothing but all natural ingredients. The organic, fair trade chocolate beans they use would be considered

Far upstream

Key sourcing

Midstream

Downstream

Culturally sourced

Question 13Beth has just finished answering all of her customer’s questions about the software she is pitching for her prospect’s business. She asks them if setting up their training for during the day or in the evening would work better for them. What part of the personal selling process is this?

Objections

Closing

Demonstrating

Open probing

Finalizing

Question 14For following question match the description to the correct part of the IMC mix.

Coke has hired a number of college students to skateboard though crowds at sporting events with trays of ice cold cans of their products.

Guerrilla marketing

Advertising

Sales promotion

Public relations

Data management

Question 15For following question match the description to the correct part of the IMC mix.

Celebrities R Us represents the hottest new boy band. They plan a series of in-person autograph sessions but the fans have to subscribe to the agency’s press releases to find out when and where.

Guerilla marketing

Sales promotion

Public relations

Direct marketing

Micro targeting

Question 16For following question match the description to the correct part of the IMC mix.

Doggie Doo Right is releasing its new line of canine diapers and is planning a series of full color inserts in major pet magazines.

Guerilla marketing

Advertising

Sales promotion

Public relations

Micro targeting

Question 17For following question match the description to the correct part of the IMC mix.

Doggie Doo Right is planning a marketing campaign that rewards pet owners who post the best photos with coupons good for a buy one get one free offer for their kennel pads

Sales promotion

Public relations

Direct marketing

Personal selling

Data management

Question 18For following question match the description to the correct part of the IMC mix.

Tupperware changed the home goods industry by hiring ordinary housewives to host parties at which demonstrated the product and took orders on the spot.

Sales promotion

Public relations

Personal selling

Data management

Micro targeting

Question 19For following question match the description to the correct part of the IMC mix.

Famous Foods is sending out 500,000 postcards with a QR tag that allows customers to connect directly to their Website and get free recipes and party ideas.

Guerilla marketing

Advertising

Sales promotion

Direct marketing

Personal selling

Question 20 For following question match the description to the correct part of the IMC mix.

Mega Deal, the newest big box membership store has discovered that it can determine the approximate ages of the children in their customers’ homes and design marketing campaigns targeting the moms with special offers. This is an example of what emerging trend in marketing?

Guerilla marketing

Advertising

Sales promotion

Personal selling

Data management