SOLVED

91) Marketers for Alive!, a new sports energy drink, have hired teams of college students to encourage friends and classmates on campus to try the new product. The students have been directed by Alive! to promote the new drink without revealing that they are contracting with the company. Alive! is most likely to be accused of which of the following unethical marketing strategies? A) falsification B) shilling C) evangelist marketing D) viral marketing E) defacement 92) A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company’s new products. This is an example of ________. A) public service activities B) shilling C) evangelist marketing D) stealth marketing E) direct marketing 93) If you visit www.diamondsareforever.com, you can design your own ring. This site, which is operated by De Beers, then allows you to email a picture of your ring to friends and relatives. This way, they can share in the excitement and be informed of the Web site’s existence. De Beers is using ________. A) shilling B) viral marketing C) stealth marketing D) direct marketing E) virtual marketing 94) Toward the end of the fiscal year, the owner of a small company came back from lunch concerned because he had learned that a business targeted to the same customers as his was planning on spending $150,000 on promotion. As soon as he arrived at the office, he called his financial manager and said, “I want to budget $150,000 for next year’s promotion.” Which method of promotional budgeting did the owner want to use? A) the objective-task method B) the percentage-of-sales method C) the competitive-parity method D) the bottom-up method E) the pull-push method 95) Business-to-consumer companies are more likely to emphasize a ________ strategy, while business-to-business companies are more likely to emphasize a ________ strategy. A) pull; push B) push; pull C) push; pulse D) pulse; pull E) pulse; push 96) An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________. A) viral marketing B) stealth marketing C) a push strategy D) a pull strategy E) public relations 97) Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________. A) viral marketing B) stealth marketing C) buzz marketing D) a push strategy E) a pull strategy 98) A commercial for Martox compares the speed with which Martox soothes an upset stomach to the speed of Tums antacids. The commercial also emphasizes that Martox is less expensive than Tums. Martox is most likely at which stage of the product life cycle? A) introduction B) growth C) maturity D) awareness E) decline 99) Vitamin drinks are in the growth stage of their product life cycle. This means that promotion for vitamin drinks most likely focuses on ________. A) encouraging trial through sales promotion B) creating public awareness through public relations C) encouraging customers to switch brands through sales promotion D) stressing product benefits through advertising E) using competitive-parity strategies 100) An established retail clothing store in a town with a large university wants to quickly increase the number of college students who shop at the store. Which of the following would be the best way to offer a sales promotion to this target market? A) run coupons in the local daily newspaper B) buy an online ad on the university newspaper’s homepage announcing a 10% discount for students who show a school ID C) produce a commercial and buy airtime on local television channels D) sponsor an organization or event at the university in a public relations effort E) use shilling to create buzz for the store