MKT 315 WK 8 QUIZ 6 CHAPTERS 12 & 13
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MKT 315 WK 8 QUIZ 6 CHAPTERS 12 & 13
MKT 315 WK 8 Quiz 6 Chapters 12,13
MULTIPLE CHOICE
1. One of the main issues Proctor & Gamble (P&G) Company had with its Max Factor is:
a. Giant mass market U.S. retailers were not willing to give more shelf space to Max Factor products.
b. P&G's marketing team had failed to gain sufficient brand recognition.
c. Even though P&G threw millions of dollars in trade promotions, sales of the Max Factor brand continued to fall.
d. Foreign sales of Max Factor products were falling.
e. Offering big trade discounts to retailers simply did not work.
2. The effectiveness of the overall promotional strategy depends on how successful the manufacturer is in:
a. Implementing its advertising, sales promotion, personal selling, and publicity.
b. Securing cooperation from independent channel members in implementing the promotional strategy.
c. Keeping its promotional budget in check.
d. Developing creative promotional tactics.
e. How its promotions compare to its competitors.
3. ___________ is a term used to refer to the use of several promotional tools in a coordinated effort to achieve maximum promotional impact.
a. Exponential marketing
b. Integrated marketing communication
c. Expanded promotion
d. Advertising materials
e. Persuasive advertising
4. In a pull and push promotional strategy, the three main flows involved are:
a. Product, negotiation, and promotion.
b. Product, price, and distribution.
c. Negotiation, promotion, and payment.
d. Promotion, negotiation, and price.
e. Distribution, negotiation, and product.
5. Of the total expenditures by all manufacturers on promotion about __________ of every dollar spent goes for push type promotions.
a. 10%
b. 33%
c. 50%
d. 60%
e. 75%
6. Push and pull promotion:
a. Tend to...