WF MKT Lap 1 Spread The Word
PRACTICE TEST
1. What is the purpose of promotion? (4 points)
2. A blend of marketing communication channels that a business utilizes to
send its messages to customers is known as the
____________________________.
3. Any paid form of nonpersonal presentation of ideas, goods, or services is
__________. (2 points)
4. List five forms of mass media used in advertising.
5. What form of promotion uses planned, personalized communication to
influence purchase decisions and to enhance future business opportunities?
6. What are three advantages of personal selling?
7. Any unpaid form of nonpersonal presentation of ideas, goods, or services is
__________.
8. Activities other than advertising, personal selling, and publicity that stimulate
consumer purchases are called __________. (2 points)
9. List two examples of sales promotion techniques.
10. Why is the promotional mix important?
11. List four major categories of factors that influence the promotional mix.
12. How does a product’s type affect the selection of a promotional mix?
13. How does the stage of a product’s life cycle affect the selection of a
promotional mix?
14. How does the promotional mix for consumer products differ from that for
industrial products?
15. How does the geographic location of a product’s consumers affect the
product’s promotional mix?
16. What promotional mix element would probably be emphasized if there were
many intermediaries between a manufacturer and a consumer?
17. How do push and pull promotional strategies differ?
18. Why shouldn’t a business base its selection of promotional mix on its previous
successful promotional mix? (5 points)
19. How can available funds affect the selection of a promotional mix? (5 points)
20. Why do businesses in the same industry tend to follow the leader in selecting
a promotional mix?