Question

1.) What the most important ways that integrated marketing communications (IMC) builds loyalty relationships?

A. by helping to reinforce the choices suggested by each communications option.
B. by persuading consumers that they should build a relationship with the organization.
C. by giving loyalty coupons to repeat users.

2.) The advantages of advertising over personal selling include:

A. greater opportunity to tailor the message to the interested prospect.

B. easier to keep the consumer from “tuning out” the message.
C. more freedom to try persuasive techniques on the prospect.

D. lower cost to expose a thousand prospects to the message

3.) Personal selling likely to be MOST important when:
A. the distribution network is well established (as opposed to poorly established).
B. prices are negotiable (instead of fixed list prices) because of industry competition.
C. the product is simple (as opposed to complex), requiring no demonstration.
D. the target market is composed of thousands of small customers (as opposed to 50 large customers).

4.) Which is WRONG regarding sales promotions:
A. sales promotions have been shown to build long-term sales volume for products.
B. trade promotions are used to encourage channel cooperation with manufacturers.
C. sales promotions can be effective in protecting established brands from new entrants.
D. sales promotions for new products are useful in gaining channel acceptance of the item.

Answer 1

1.) B. by persuading consumers that they should build a relationship with the organization.

A long term relationship is possible only when the customers or clients possess a relationship with the organization that is targeted to be long term and that can be achieved by making the customers understand the benefit of relationships.

2.) A. greater opportunity to tailor the message to the interested prospect.

C. more freedom to try persuasive techniques on the prospect.

Advertisement will help the organization in providing freedom to use various persuasion techniques which will actually help the process of selling that may also include personal selling as well.

3.) B. prices are negotiable (instead of fixed list prices) because of industry competition.
D. the target market is composed of thousands of small customers (as opposed to 50 large customers).

Products with negotiable prices and market if consists of small customers more then Personal selling is the best method because in that the seller can negotiate the price and even the buyer also has the option to negotiate to some extent.

4.) A. sales promotions have been shown to build long-term sales volume for products.