University:
Boise State University
Course:
BUSMGT 317 | Managing Human Resources
Academic year:

2023
Views:

223

Pages:

3
Author:

Keith Huber

1. Companies that adopt a pull strategy target their promotional efforts toward: a. consumers. b. retailers. c. wholesalers. d. manufacturers. a. consumers. 2. The goal of __________ is to inform and remind people in a target market about specific products, eventually persuading them to participate in an exchange. a. promotion b. market research c. market segmentation d. marketing loyalty a. promotion 3. Bonnie faces the challenge of developing the promotion mix for a new business. Given the uniqueness of the new products and a very limited budget, Bonnie confronts a creditability problem. She realizes that the promotional messages of an unknown firm may be met with skepticism. Bonnie should consider: a. publicity to help create a positive image for her firm and its products. b. the extensive use of persuasive advertising. c. emphasizing personal selling rather than public relations. d. changing jobs because this situation is hopeless. a. publicity to help create a positive image for her firm and its products. 4. In the seven step B2B selling process, the selection of potential customers is known as: a. prospecting. b. synchronizing. c. articulating. d. qualifying. 5. d. qualifying. 6. Professor Beenthere shared with his students the wonderful experience he had at a local Asian restaurant. He described the location in relation to campus and encouraged his students to give it a try. The professor's comments represent: a. word-of-mouth promotion. b. public relations. c. academic sampling. d. viral promotion. a. word-of-mouth promotion. 7. Last year, New Era Cap Company (Buffalo, NY) celebrated its 90^th anniversary in business as a privately held company that makes a variety of hats and one of two suppliers of official MLB (major league baseball) caps. According to the New York Times, the company invited "90 influential people to create one-of-a-kind caps to be auctioned off for charity." As a student of marketing, you would categorize this promotional event as a form of ____________. a. viral marketing b. blogging c. advertising d. sales promotion. 8. d. sales promotion. 9. The Hispanic and Asian populations in the U.S. are growing rapidly. To effectively reach these groups marketers should: a. maintain a consistent approach for all consumers regardless of differences in national origin. b. use advertising as a way of integrating immigrants into the U.S. culture. c. develop custom-designed promotions for all viable market opportunities. d. avoid using newspapers and radio advertising and concentrate instead on television and the Internet. 10. c. develop custom-designed promotions for all viable market opportunities.