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1. The ________________ is a term used to describe the set of tools that a business can use to
communicate effectively the benefits of its products or services to its customers.
a. Product mix.
b. Marketing mix.
c. Promotion mix.
d. None of the above.
2. ____________ is any paid form of non-personal presentation and promotion of ideas, goods,
or services by an identified sponsor.
a.
b.
c.
d.
Personal selling.
Publicity.
Sales promotion.
Advertising.
3. _________________ is use of mail, telephone, fax, e-mail, or Internet to communicate
directly with or solicit response or dialogue from specific customers and prospects.
a.
b.
c.
d.
Advertising.
Direct marketing.
Indirect marketing.
Publicity.
4. _________________ is face-to-face interaction with one or more prospective purchasers for
the purpose of making presentations, answering questions, and procuring orders.
a.
b.
c.
d.
Personal selling.
Sales promotion.
Advertising.
Public relations.
5. Factors affecting promotion mix includes
a.
b.
c.
d.
Type of product.
Buyer readiness stage.
Product life cycle stage.
All of the above.