QUESTION 7

1. Identify the true statement pertaining to publicity.

   		It is any paid form of nonpersonal presentation of ideas, goods, or services by a sponsor.
   		It is the main form of mass selling which includes only the use of traditional media.
   		If a firm has a really new message, publicity may be less useful than advertising.
   		Posting videos on You Tube and writing blogs are both ways a company can use publicity to its advantage.
   		It tries to attract attention to the firm and its offerings by paying substantial media costs.

QUESTION 8

1. The "adoption curve" shows that:

   		most new products are introduced too slowly.
   		the marketing plan for a new product should schedule most of the promotion spending right when the product is first introduced.
   		some groups accept a new idea before others.
   		a firm should stick to the same promotion effort as time passes.
   		All of these alternatives are correct.

QUESTION 9

1. Typically, the _____ is responsible for building good distribution channels and implementing "place" policies.

   		public relations manager
   		sales manager
   		advertising manager
   		human resources manager
   		recruitment manager

QUESTION 10

1. A marketing manager should realize that the adoption curve concept implies

   		the firm's promotion target should always be the innovators.
   		the laggards are cautious, but that they are willing to adopt a new product quickly if advertising gets their attention.
   		using different promotional mixes for different adopter groups.
   		the firm's promotion target should always be the opinion leaders.
   		None of these is a good answer.