MKT300 Ch 16 Questions

Leonard is a salesperson for ACME Motors. He always tries to shake hands with potential new customers and to "seal the deal" when they sign a sales contract. In personal selling, handshaking is an example of _______. a. tactile communication b. kinesic communication c. sales communication d. pioneer communication e. proxemic communication

a. tactile communication

A major goal of integrated marketing communications is to send a consistent message to _______. a. employees b. ad agencies c. customers d. managers e. shareholders

c. customers

Which of the following is NOT one of the criticisms of promotion cited in your text? a. Promotion lowers prices b. Promotion increases prices c. Promotion fosters materialism d. Promotion creates needs e. Promotion is deceptive

a. Promotion lowers prices

Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _______. a. personal selling b. word-of-mouth communication c. sales promotion d. proxemic communication e. kinesic communication

b. word-of-mouth communication

Which of the following is appropriate for stimulating primary demand? a. Viral marketing b. Reinforcement promotion c. New introductory promotion d. Personal selling e. Comparative promotion

c. New introductory promotion

The limit on the volume of information a communications channel can handle effectively is known as _______. a. channel capacity b. noise c. feedback d. channel logistics e. receiver

a. channel capacity

Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _______. a. integrated marketing communications b. intelligent marketing communications c. integrated marketing connection d. integrated business communications e. intelligent promotion communications

a. integrated marketing communications

If a company's promotional budget is extremely limited, the firm is likely to rely on _______. a. personal selling b. advertising c. public relations d. kinesic promotion e. sales promotion

a. personal selling

Which of the following is NOT one of the four elements of the promotion mix? a. Personal selling b. New introductory promotion c. Advertising d. Sales promotion e. Public relations

b. New introductory promotion

Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs? a. Advertising b. Public relations c. Proxemic communication d. Sales promotion e. Personal selling

b. Public relations

Word-of-mouth communication is most effective for _______ and _______. a. new-to-market products; inexpensive products b. new-to-market products; expensive products c. declining products; expensive products d. long-time products; expensive products e. new-to-market products; convenience products

b. new-to-market products; expensive products

Which of the following types is NOT an example of noise in the communication channel? a. When a source uses words or an emoji that are unfamiliar to the receiver b. When the source has laryngitis c. When a source uses an emoji that are understood by the receiver d. When the Wi-Fi signal is slow and thus the internet connection is poor e. When broadcast television is interrupted due to breaking news

c. When a source uses an emoji that are understood by the receiver

Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _______. a. stimulate demand b. create awareness c. encourage product trial d. facilitate reseller support e. identify prospects

c. encourage product trial

In the communication process, the _______ is the individual, group, or organization that decodes a coded message. a. noise b. communications channel c. receiver d. feedback e. source

c. receiver

Which of the following has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements? a. Advertising b. Public relations c. Personal selling d. Product placement e. Sales promotion

d. Product placement

If promotion is used to successfully stimulate demand, the producer should be able to produce and market products in larger quantities and thus reduce per-unit production research and development, overhead, and marketing costs, which can result in _______. a. greater need b. higher prices c. materialism d. lower prices e. deceptive advertising

d. lower prices

ACME Corp. has a promotion strategy that involves promoting its widgets through personal selling and sales promotion to the wholesalers that handle its products. Which channel promotion policy is ACME using? a. Pull policy b. Category management c. Tying policy d. Exclusive policy e. Push policy

e. Push policy

When a product's target market consists of millions of customers, organizations tend to rely on _______ and _______. a. personal selling; public relations b. advertising; public relations c. public relations; sales promotion d. advertising; personal selling e. advertising; sales promotion

e. advertising; sales promotion

Toastie's restaurant is developing a frequent-user program that asks customers to input their phone number each time they order and then rewards them with free drinks or chips after they have spent $50 at the restaurant. This best illustrates the promotional objective of _______. a. reduce sales fluctuations b. encourage product trial c. combat competitive promotional efforts d. identify prospects e. retain loyal customers

e. retain loyal customers

At ACME Corp., managers are using a strategy of trying to get consumers to share the firm's message via a quirky online YouTube video in a way that spreads dramatically and quickly. This is best described as _______. a. buzz marketing b. personal selling c. sales promotion d. word-of-mouth communication e. viral marketing

e. viral marketing