Download Kotler Chapter14 PDF

TitleKotler Chapter14
TagsMarketing Communications Sales Promotion (Marketing)
File Size152.5 KB
Total Pages44
Document Text Contents
Page 2

4) Which of the five major promotion tools includes building up a positive corporate image and
handling unfavorable stories and events?
A) sales promotion
B) personal selling
C) direct marketing
D) public relations
E) advertising
Answer: D
Diff: 2 Page Ref: 402
AACSB: Communication
Skill: Concept
Objective: 14-1

5) Which of the following is NOT a major category in a company's promotion mix?
A) sales promotion
B) strategic positioning
C) direct marketing
D) public relations
E) advertising
Answer: B
Diff: 2 Page Ref: 402
AACSB: Communication
Skill: Concept
Objective: 14-1

6) Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the
Internet?
A) sales promotion
B) direct marketing
C) publicity
D) public relations
E) advertising
Answer: B
Diff: 2 Page Ref: 402
AACSB: Communication
Skill: Concept
Objective: 14-1

37
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Page 23

69) Which promotional mix strategy directs marketing efforts toward final consumers?
A) pull
B) blitz
C) push
D) buzz
E) pulse
Answer: A
Diff: 1 Page Ref: 418
AACSB: Communication
Skill: Concept
Objective: 14-4

70) Which promotional mix strategy directs marketing efforts toward market channel members?
A) pull
B) blitz
C) push
D) buzz
E) pulse
Answer: C
Diff: 1 Page Ref: 418
AACSB: Communication
Skill: Concept
Objective: 14-4

71) Business-to-consumer companies are more likely to emphasize a ________ promotion
strategy, while business-to-business companies are more likely to emphasize a ________
promotion strategy.
A) pull; push
B) push; pull
C) pulse; pull
D) continuity; pulse
E) pulse; continuity
Answer: A
Diff: 1 Page Ref: 418
AACSB: Communication
Skill: Concept
Objective: 14-4

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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

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