Question
strategy would maximize the likelihood of attracting Summer’s
business. E. If Cedar Point raises its rating by 5 points on number
of rides, it would result in the new ratings for all parks to be:
Islands of Adventure 165, Cedar Pointe 169, Disney Land 158. This
strategy would not maximize the likelihood of attracting
Summer’s business. While this method does increase Cedar Pointe’s
overall ratings, it is not the best method.
Question 3
Which of the following best represents direct marketing?
Which of the following best represents direct marketing?
A representative from Office Depot contacts a local newspaper
about an upcoming charity walk event supporting cancer research.
Yamaha Motors promotes a new boat engine in an industry
magazine.
A telemarketer contacts you at home to promote a pre-approved
loan.
A representative from Nike calls directly to a buyer’s office
at Foot Locker to get a new sneaker on the retailer’s shelves.
A nice lady in Publix gives you a free taste of a recipe to
promote the salmon they have on sale.
Text page 447.
A. This action represents publicity, a tool of public
relations in which a nonpersonal, indirectly paid presentation is
made of an organization, good or service.
B. This action represents either advertising, which is any
paid form of nonpersonal communication about an organization, good,
service or idea by an identified sponsor, or publicity, which is a
nonpersonal and indirectly paid presentation. We do not know
because the quiz question does not state whether payment was made
or not.
C. This action best represents direct marketing, which uses
direct communication with consumers to generate a response in the
form of an order, a request for further information or a visit to a
retail outlet.
D. This action represents personal selling, which is the
two-way flow of communication between a buyer and seller, designed
to influence a purchase decision.
E. This action represents sales promotion, which is a
short-term inducement of value offered to arouse interest in buying
a good or service.
Question 4
At the prepurchase stage of the consumer purchase decision process:
At the prepurchase stage of the consumer purchase decision
process:
personal selling is more effective than advertising.
advertising is more effective than personal selling.
publicity is the most effective promotion tool.
personal selling is the most effective way to communicate
with potential buyers.
trade promotions are more effective than personal selling.
Text page 451.
A) During the purchase stage personal selling more important
than advertising.
B) During the prepurchase stage advertising is more helpful
than personal selling because advertising informs the potential
customer of the existence of the product and the seller.
C) The effectiveness of promotional tools varies depending on
the situation, but publicity is seldom the most effective tool.
D) Advertising is a more effective way of communicating with
potential buyers than personal selling, which is too expensive for
a large number of potential buyers.
E) Trade promotions are generally used
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