You are working with a sales management consultant on ways to improve your company's sales performance. Your company sells high-end consumer products. You and the consultant agree your promotional activities need to include more direct interaction with your customers. Based on this information, which of the elements of promotion should you emphasize more?
A) Advertising
B) Sales promotions
C) Personal selling
D) Public relations
E) Discounting
Question 2Influencer marketing involves individuals or groups who
a. represent the larger public in their opinions on products or brands.
b. support social causes or issues promoted by an organization.
c. spread positive word-of-mouth to a broad population.
d. are unusually impacted by branded marketing programs.
Question 3When Starbucks decided to expand into the international markets of India, Japan, and Argentina, management realized that there would be significant differences in the standards of living, credit, buying power, and income distribution in those countries. Starbucks is currently examining the ____ forces in its environmental analysis.
A) economic
B) cultural
C) ethical
D) technological
E) legal
Question 4Your company is planning to launch a new line of women's athletic apparel in the next six months. In order to create some enthusiasm in the market for your new products, you are working with an outside agency on the promotional ads that will run during some popular sporting events. Which of the following should be the primary objective for these promotional ads?
A) Encourage product trial
B) Create awareness
C) Reward current customers
D) Identify prospects
E) Retain loyal customers
Question 5A pharmaceutical company manufactures several antidepressant and anti-anxiety medications widely prescribed by physicians. Its executives know that among the millions of consumers taking their products, one or two adverse reactions reported by the media can have a very damaging effect on its reputation. In public relations terms, this is called a(n)
a. proactive situation.
b. vulnerability.
c. synergistic opportunity.
d. influencer.
Question 6The forces that affect foreign markets may differ dramatically from those affecting domestic markets. This makes a careful ____ a critical part of a successful international marketing strategy.
A) political analysis
B) regulatory analysis
C) social audit
D) environmental analysis
E) marketing analysis
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