Marketing Exam #3

The most common evaluation method of a sales promotion program is to compare sales before, during, and after a promotion.

True

Advertising

Any paid form of non personal presentation and promotion by an identified sponsor

Which of the following examples represents a product sales-force structure?

Carlton Computers sells its range of highly specialized computers through special teams, each of which has received training in the configuration, uses, and USPs of a single model in the range.

Which of the following is a traditional direct marketing tool?

Catalog

Which of the following is most likely true about the digital age with regards to marketing?

Digital networks allow marketers many ways to build customer relationships

A compensation plan with a larger base-salary component and a smaller commission component is most effective for driving salespersons to acquire new businesses.

False

Usually, when using public relations, a company pays for the space or time in the media.

False

Which of the following is true of a territorial sales-force structure?

It clearly defines each salesperson's job and establishes accountability

Which of the following is a characteristic of an inside sales force?

It conducts business from an office via telephone.

Which of the following is true about public relations?

It emphasizes news and events rather than sales

Which of the following is true of viral marketing?

It is the digital version of word-of-mouth marketing.

Which of the following is true of personal selling?

It is the most expensive promotional tool for companies to utilize.

Which of the following is most likely true about e-mail marketing?

It is used by marketers to send highly targeted messages.

Which of the following is a primary disadvantage of viral marketing?

Marketers have little control over who receives a viral message

The manufacturer of Two-In-One, a combination shampoo and conditioner, shrink wraps a 4- ounce foil packet of a smoothing hair pomade to its combo product. Which of the following promotion tools is being used in this case?

Samples

Which of the following is a disadvantage of using social media for marketing?

They are largely user controlled

Which of the following statements is most likely true about direct and digital marketing?

They build customer engagement and constitute a complete model for doing business.

Which of the following statements is true of consumer promotions?

They include a wide range of tools like samples, coupons, and refunds

Advertising can reach masses of geographically dispersed buyers at a low cost per exposure.

True

Digital marketing through online, mobile, and social media provides a sense of brand engagement and community.

True

Which of the following is an example of a firm utilizing public relations as a promotion tool?

a firm providing interesting information about a product to the news media

Which of the following is most likely an example of a business promotion tool?

a trade fair showcasing a new audio system developed by an electronics firm

Which of the following is a promotion tool used for trade promotions?

allowances

In a promotion mix, ________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

direct marketing

Which of the following is generally regarded as the toughest issue of public policy and ethics confronting the direct marketing industry?

invasion of consumer privacy

Which of the following types of promotion tools requires a considerable degree of personal interaction with a customer?

personal selling

Which of the following is the first step in developing an advertising program?

setting advertising objectives

Which of the following media is most suitable for advertising a product that needs to be demonstrated?

television

A company that sells only one product line to one industry with customers in many locations would typically use a ________.

territorial sales-force structure

In the competitive-parity method of setting an advertising budget, the budget is set based on _______

the amount spent by similar companies in the same industry

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.

use omni-channel retailing