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Which of the two assertions are true and which are false?

A) Sales promotion communicates with targeted receivers in a way that is feasible by using other elements of the promotion mix

B) It never involves any activity that offers an incentive to induce a desired response by salespersons, intermediaries, and/or final customers

Which of the two assertions are true and which are false?

A) Sales promotion communicates with targeted receivers in a way that is not feasible by using other elements of the promotion mix

B) It involves any activity that offers an incentive to induce a desired response by salespersons, intermediaries, and/or final customers

Which of the two assertions are true and which are false?

A) Sales promotion means immediate or delayed incentives to purchase, expressed in cash or in kind

B) It has a temporary and long-term duration only, but can affect brand image in the longer-term

Which of the two assertions are true and which are false?

A) Sales representatives, who also talk to customers, are not an important source of information

B) Once the basic offer, e.g. a product concept, has been established, the company has to think about the marketing mix, i.e. all the various elements of a marketing programme, their integration, and the amount of effort that a company can expend on them in order to influence the target market

Which of the two assertions are true and which are false?

A) Some types of promotion techniques – like price-cuts, free gifts, coupons and samples – have been in use for over a thousand years. They still work efficiently when applied to the right situation

B) Others come and go, and some of the more transient promotion types, just like products, haven’t life cycles

Which of the two assertions are true and which are false?

A) Sponsors may be a nonprofit organization, a political candidate, a company, or an individual

B) Advertising differs from news and publicity in that an identified sponsor pays for placing the message in the media

Which of the two assertions are true and which are false?

A) Store demonstrations are an example of personal sales promotion

B) The manufacturer arranges with retailers a special in-store demonstration of its products and supplies the representatives, who conduct the demonstrations

Which of the two assertions are true and which are false?

A) Target research can be effective, and is definitely much cheaper

B) We recommend this type of research in Mexico and Chile

Which of the two assertions are true and which are false?

A) The best-known classification of these elements is the ‘4 Ps’: product, place, promotion and price

B) Aspects to be considered in marketing products include quality, features (standard and optional), style, brand name, size, packaging, services and guarantee

Which of the two assertions are true and which are false?

A) The company must take account of the existence of competitors, who always have to be identified, monitored and defeated in the search for loyal customers

B)The marketing concept has to be understood only by the general manager

Which of the two assertions are true and which are false?

A) The economic price can be said to be the lowest price that can be demanded to cover all costs involved in the production of the good and its distribution, and to show a reasonable profit

B) This is the false economic price that will never make production worthwhile

Which of the two assertions are true and which are false?

A) The huge importance of the promotion mix elements can vary over time and certain forms of advertising or sales promotion may come in and out of vogue

B) Any paid form of nonpersonal communication through the mass media about a product by an identified sponsor is buying

Which of the two assertions are true and which are false?

A) The limited yet important role of sales promotion is widely recognized

B) The objective of a promotion is to achieve a specific number of new or additional purchases during its currency

Which of the two assertions are true and which are false?

A) The market price is the price that the customers don’t expect to pay

B) The term ‘expect to pay’ is unimportant

Which of the two assertions are true and which are false?

A) The modes of promotion don’t include the immediate incentive and the delayed incentive to purchase

B) Incentives are immediate, when they can be obtained concurrently with purchase, and straight price-cuts are the simplest example

Which of the two assertions are true and which are false?

A) The pricing of a completely new product is an easy task

B) In such a case initial pricing is often very high and will be reduced only when competitors enter the field

Which of the two assertions are true and which are false?

A) The second psychological price is the one, which sounds lower than it really is

B) An article marked 100 sounds cheaper than if it were marked Ј99.99

Which of the two assertions are true and which are false?

A) The ‘selling concept’ assumes that resisting consumers have to be persuaded by vigorous hard-selling techniques to buy non-essential goods or services

B) Products are bought rather than sold. The ‘marketing concept’, on the contrary, assumes that the producer’s task is to find wants and fill them

Which of the two assertions are true and which are false?

A) There are seven possible ways for Apsa to expand its activities in the region

B) One is to set up casinos and drug cartels

Which of the two assertions are true and which are false?

A) There are two sorts of psychological price

B) The first is that pertaining to luxury goods or goods generally thought of as generous presents

Which of the two assertions are true and which are false?

A) Today, it is more important for salespeople and sales managers to be well-organized

B) Computers and specialized software are helping to improve the effectiveness and efficiency of salespeople by helping them do a better job of organizing the personal selling effort

Which of the two assertions are true and which are false?

A) Unlike the other promotion mix elements, public relations is concerned primarily with people outside the target market, although it may include them

B) Government agencies, communities in which plants are located, consumerists, environmentalists, stockholders, and college professors are some of the groups reached by an organization’s public relations efforts

Which of the two assertions are true and which are false?

A) Usage or experience of a brand also strongly influences attitudes

B) Promotion is an island unto itself

Which of the two assertions are true and which are false?

A) We can classify the promotion mix elements as personal promotion, nonpersonal promotion, or a mixture of personal and nonpersonal promotion

B) Personal selling is not always personal, while advertising is not always nonpersonal

Which of the two assertions are true and which are false?

A) We suggest research of this type would be appropriate for Argentina, where establishing a subsidiary may be the best option

B) An alternative is to use overseas agents and distributors

Which of the two assertions are true and which are false?

A) When the organization understands their concerns and communicates its goals and interests, they may misinterpret, distort, or be openly hostile to the organization’s actions

B) Communication to correct erroneous impressions, maintain the goodwill of the organization’s many publics, and explain the organization’s goals and purposes is called public relations

Which of the two assertions are true and which are false?

A) ‘Matching-half promotion with ‘Make Money’ enabled Shell to increase its sales by 50 per cent over a ten-week period

B) When the promotion was over, sales remained under the pre-promotion level for several months

Which of the two assertions are true and which are false?

A)The mass media used in advertising include magazines, direct mail, radio, television, billboards, but not newspapers

B) Sponsors may be a nonprofit organization, a political candidate, a company, or an individual

Which of the two assertions are true and which are false?

AYou don’t sell what you make, you make what won’t be bought

B) The markets for the Walkman, video-games, personal computers, and genetic engineering, to choose some recent examples, were largely created rather than identified

A possible problem is conflict of interest, where an agent also handles a competitor’s ___

A third option - probably best for Peru and Bolivia - with the advantage that it is common in the food and drinks ___, is franchising

Advertising may be the best way to create awareness of a new ___, while sales promotions such as free samples may be effective in encouraging trial of the product

An alternative is to use overseas agents and distributors. This can be effective, and is definitely ___ cheaper

An example of a personal type of public relations is the company ___, who announces the company’s decision to expand its plant at a local Chamber of Commerce luncheon

And fourth, in looking at the brands argument globally, it is too easy to become misled by what is happening in an individual ___ In the UK as a whole, about one third of groceries are under supermarkets’ own labels. In the USA the proportion is only 20 per cent

Another element to consider in pricing a brand new product is the question of recouping research and development ___

Answering prospective buyers’ queries, however, requires personal ___

As David Jarvis of Hiram Walker ___: “We believe that brands will retain their halo, but people are less inclined to pay for something just because it’s a fashion accessory..”

As David Jarvis, in charge of the European operations of drinks company Hiram Walker, puts it: “A few years ago, it might have been considered smart to wear a shirt with a designer’s logo embroidered on the pocket frankly, it now seems a bit ___ ”

At the product’s initial launch there may be a price ___offered

But it does seem that the gradual shift from manufacturer-branded ___ retailer-branded goods is worldwide

But, ___ because flashy, up-market brands have lost some of their appeal, it does not follow that all brands have done so. Cadbury’s Dairy Milk is just as much a brand as Cartier watches

Choose the correct term for the definition: A selling style based on identifying and meeting the customer's needs

Choose the correct term for the definition: An idea for a new product, which is tested with target consumers before the actual product is developed

Choose the right preposition: A promotion gets a product or service an ‘interview’ with the customer. Its long-term future with the customer will depend ___how he or she assesses its performance against other product candidates previously ‘interviewed’

Choose the right preposition: An example of a personal type of public relations is the company spokesperson, who announces the company’s decision to expand its plant ___ a local Chamber of Commerce luncheon

Choose the right preposition: And the Dulux Community Projects, now in their thirteenth year, enhance the brand’s image ___ linking it with a social/environmental activity

Choose the right preposition: Comments ___ marketing people like ‘The promotion was not successful because it only achieved a temporary bump in business’ demonstrate a clear misunderstanding of the role of sales promotion

Choose the right preposition: Companies may also attempt to use sales promotion as a solution to problems ___a more radical nature – like inferior performance – without recognizing that such a task is beyond its capabilities

Choose the right preposition: Coupons are an example of nonpersonal sales promotion. Store demonstrations are an example ___ personal sales promotion