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MARKETING ESSENTIALS

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					Chapter 17 Quiz
promotional concepts
and strategies
Chapter 17
             Promotional Concepts and Strategies

Multiple Choice

1. The cost-effective combination of personal selling,
   advertising, direct marketing, sales promotion, and
   public relations strategies to reach company goals is
   called

             A.   Social media
             B.   Public relations
             C.   International promotion
             D.   The promotional mix
Chapter 17
             Promotional Concepts and Strategies

Fill in the Blank

     news release
2. A ____________ is an announcement sent to
   appropriate media outlets.



    Publicity
3. _________ involves bringing news or newsworthy
   information about an organization to the public’s
   attention.
Chapter 17
             Promotional Concepts and Strategies

True or False?

4. Consumer promotion are sales promotion activities
   designed to get support for a product from
   manufacturers, wholesalers, and retailers.

                      TRUE        FALSE

             Consumer promotions are sales strategies that
             encourage customers and prospects to buy a product or
             service.

             Trade promotions are sales promotion activities designed
             to get support for a product from manufacturers,
             wholesalers, and retailers.
Chapter 17
             Promotional Concepts and Strategies

Short Answer

5. What are incentives?

             Incentives are generally higher-priced products,
             awards, or gift cards that are earned and given away
             through contests, sweepstakes, special offers, and
             rebates.

             Incentives are an example of consumer promotions.
             Other examples include coupons, premiums, deals,
             product samples, sponsorships, and loyalty marketing
             programs.
End of

Chapter 17 Quiz
promotional concepts
and strategies

				
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posted:9/6/2013
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