Which of the following benefits is offered by sales promotion tools?

1) Which of the following benefits is offered by sales promotion tools?

·         They are typically an indirect form of soft-sell and hence, better received by customers.

• They can reach prospects who prefer to avoid mass media and targeted promotions.

·         They allow buyers personal choices and encourage them to respond directly.

·         They incorporate some concession, inducement, or contribution that gives value to the consumer.

2) When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks because they don’t drink coffee, Starbucks was employing a ________ strategy.

• new-market segment
• market-penetration
• niche identification

·         geographical-expansion

3) ________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across the market, keeping everyone off balance.

·         Preemptive defense

• Position defense
• Contraction defense

·         Flank defense

4) ________ is based on the premise that marketers can no longer use interruption marketing via mass media campaigns.

• Permission marketing
• Relationship marketing
• Internet marketing

·         Database marketing

5) Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?

• E = reach * frequency * impact
• E = (reach * frequency) / impact
• E = frequency / reach

·         E = reach * frequency

6) Total customer satisfaction is measured based on the relationship of

• past experience and present experience
• advertised outcomes and real outcomes
• perceived performance and expectation

·         expected value and total customer benefit

 

7) Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?

• Public relations can reach prospects who prefer to avoid mass media and targeted promotions.
• They incorporate some concession, inducement, or contribution that gives value to the consumer.
• Given their live, real-time quality, public relations tools are more actively engaging for consumers.

·         Public relations communications can be prepared to appeal to the addressed individual.

8) When dealing with a public relations crisis, a _____ can be a useful online tool to communicate with internal stakeholders.

• crisis site