Group Two- Chapter 13
!. Sale promotions typically last no longer than ____________ months.
a. 3
b. 6
c. 9
d. 12
2. Public relations is building and maintaining good relationships between the company and its
__________.
a. competitors
b. marketers
c. publics
d. executives
3. ______ lets viewers interact with television programs and advertising using their remote
controls.
A. IPod
B. Interactive TV
C. Cell phone
D. The Internet
4. What is known as the so-called dot-coms?
A. Internet
B. Marketing website
C. Click-and-mortar companies
D. Click-only companies
5. What are the two basic promotion mix strategies?
A. Direct promotion and objective promotion
B. Right promotion and left promotion
C. Push promotion and pull promotion
D. Start promotions and ending promotions
6. What is one of the hardest marketing decisions, according to the book?
A. Deciding on the content of the message
B. Deciding who to target
C. Deciding how much to spend on a promotion
D. Both A and B
7. The __________ mix is the specific blend of advertising, public relations, personal selling,
and direct-marketing tools that the company uses to persuasively communicate customer value
and build customer relationships.
A) customer
B) public
C) promotion
D) sales
8. Selling Girl Scout cookies from door to door is an example of ______________.
A) personal selling
B) sales promotion
C) public relations
D) direct marketing
9. Carefully integrating and coordinating the company's many communications channels to deliver a clear,
consistent, and compelling message about the organization and its products is ______________.
A) Direct Marketing
B) Promotion
C) Integrated Marketing Communication
D) Public Relations
10. Which one of the following is not step in the buyer readiness stage?
A) awareness
B) knowledge
C) liking
D) refusing
Answers
1. B
2. C
3. B
4. D
5. C
6. C
7. C
8. A
9. C
10. D