MKTG Exam 3 SAMPLE Questions

The _____ of a(n) website will have a major impact on whether the customer exhibits loyalty to the site. a. strength b. cost c. connectivity d. quality e. interactivity

d. quality

Why should a benchmark statement be included in advertising objectives? a. Objectives become more easily attainable when such a statement is included. b. Without a reference point, it is difficult to determine to what degree objectives have been accomplished. c. It is useful in determining whether retailers have increased their sales over the year. d. It gives an indication of how the advertising message is best presented. e. Shareholders want to see where a company is in relation to competition.

b. Without a reference point, it is difficult to determine to what degree objectives have been accomplished.

Which of the following is the most expensive sales promotion method? a. Coupons b. Free samples c. Consumer contests d. Premiums e. Point-of-purchase materials

b. Free samples

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

b. New introductory promotion

Which of the following publicity-based public relations tool is most common? a. Captioned photograph b. News release c. Letters to the editor d. Press conference e. Feature article

b. News release

Relationship selling differs from traditional personal selling due to its adoption of a(n) _______. a. automation technology b. recovery behavior c. short-term perspective d. long-term perspective e. team approach

d. long-term perspective

Before creating a social media advertising campaign, Sarah embeds quantitative and qualitative metrics at the onset of her strategy that can allow almost real-time measurement and evaluation. What are these metrics called? a. Key Performance Indicators (KPIs) b. Impressions c. Engagement metrics d. Impact metrics e. Click-through rate (CTR)

a. Key Performance Indicators (KPIs)

Which of the following trade sales promotion methods is best suited to high-volume, high-profit, easily handled products? a. Merchandise allowance b. Scan-back allowance c. Buy-back allowance d. Cooperative advertising e. Dealer loader

a. Merchandise allowance

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

a. New introductory promotion

Which of the following is the most widely used sales promotion technique? a. Rebates b. Coupons c. Premiums d. Samples e. Incentives

b. Coupons

Sales promotion can increase sales by providing _______. a. sales deterrents b. extra purchasing incentives c. a reduced price d. greater social media exposure e. opportunities to win more products

b. extra purchasing incentives

Samsung provides users with the chance to download a weather ______________ onto its Galaxy S8 smartphone. Once downloaded, users can see current conditions, a local radar, a ten-day forecast, and tropical weather information if relevant. a. social network b. virtual reality c. widget d. podcast e. mobile site

c. widget

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

c. customers

Digital advertising that matches the appearance and purpose of the content in which it is embedded is called _______. a. reinforcement advertising b. institutional advertising c. native advertising d. product advertising e. competitive advertising

c. native advertising

One of the most important benefits of e-marketing is the ability of marketers and customers to _______. a. save money b. reduce costs c. share information d. use apps e. use social media

c. share information

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

d. new-to-market products; expensive products

Firehouse Subs is conducting a contest in which customers are asked to name a new sub. The winner gets a free sub each day for one year and an appearance in one of the company's TV commercials. This contest illustrates Firehouse Sub's use of the ____ elements of the promotion mix. a. public relations b. packaging c. personal selling d. advertising e. sales promotion

e. sales promotion

To prevent unfavorable public relations or at least lessen its effect, the first thing a firm should do is _______. a. apologize b. nothing at all because bad things just happen c. scapegoat d. send inconsistent brand messages and images e. implement safety programs, inspections, training, and effective quality control procedures

e. implement safety programs, inspections, training, and effective quality control procedures

The "bricks-and-clicks" model involves maintaining _______. a. online shopping sites only b. physical stores only c. apps and blogs d. social network pages and blogs e. physical stores and an online shopping site

e. physical stores and an online shopping site

Personal selling goals include finding prospects, convincing prospects to buy, and a. keeping customers satisfied. b. avoiding repeat transactions. c. monitoring new products being developed. d. being aware of competitors' sales activities. e. seeking one-sale customers.

a. keeping customers satisfied.

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n) a. media plan. b. advertising plan. c. media platform. d. advertising media appropriation. e. media audit.

a. media plan.

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of a. promotion. b. integrated marketing exchange. c. marketing campaign. d. channel capacity. e. feedback capacity.

a. promotion.

During the personal selling process, a salesperson, if possible, should handle objections when a. they arise. b. the customer appears to be unhappy or agitated. c. the salesperson begins the trial close. d. the sales presentation is approximately half completed. e. the salesperson begins the sales presentation.

a. they arise.

Marketers call the internet a pull medium because a. users determine which websites they are going to view. b. they have great control over the content to which users are exposed. c. users get pulled along by social media influencers. d. they determine which websites consumers are going to view. e. social networks have great control over the content to which users are exposed.

a. users determine which websites they are going to view.

Which of the following is NOT a factor affecting the routing and scheduling of sales calls? a. Number of customers in the territory b. Compensation method c. Sales call duration d. Sales territory size and shape e. Sales call frequency

b. Compensation method

Carrie, who works in the marketing department at a consumer electronics firm, is part of a team assigned to develop an advertising campaign for the firm's newest electronic product. Carrie and her team have decided that they will take out advertisements in certain magazines that best reach their target market. Carrie will also advertise heavily on the firm's website and social media pages. Finally, they agree that they should take out 30-second television advertisements that will run for two weeks on a pulsing schedule. At what stage are Carrie and her team in the development of the advertising campaign? a. Defining the advertising objectives b. Creating the advertising platform c. Creating the advertising message d. Determining the advertising appropriation e. Developing the media plan

e. Developing the media plan

Regardless of their age, income, or gender, an increasing number of people are turning to the internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and nonprofit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium. ​ Refer to Scenario 10.2. Which of the media below would be best for the American Red Cross to use in developing relationships with blood donors, and in soliciting funds for storm-ravaged communities as a result of floods and fires? a. Twitter b. YouTube c. Google d. TV e. Facebook

e. Facebook

Developing a relationship on the first visit is becoming increasingly important in the _____________ stage of the personal selling process. a. making the presentation b. preapproach c. prospecting d. overcoming objections e. approach

e. approach

Recruiting and selection of salespeople should include enough steps to yield the information needed to make accurate selection decisions. However, the stages of the process should be sequenced so that the more expensive steps are a. paid by the prospects rather than the company. b. near the beginning. c. never reached. d. always completed before anything else. e. near the end.

e. near the end.

A major disadvantage of personal selling is that it a. is very expensive per contact. b. is not remembered as well by customers as advertising messages are. c. does not provide immediate feedback. d. cannot easily adjust the message to satisfy a customer's information needs. e. is not compatible with other promotional activities.

a. is very expensive per contact.

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. pioneer communication c. proxemic communication d. kinesic communication e. sales communication

a. tactile communication

Which of the following is the most important attribute of a ratings website? a. Buzz marketing b. Social connections c. Viral marketing d. Credibility e. Utility

d. Credibility

Which of the following is most likely to stimulate customer loyalty? a. Premiums b. Samples c. Coupons d. Frequent-user incentives e. Sweepstakes

d. Frequent-user incentives

Which of the following digital media tend to be more promotional oriented? a. Apps b. Wikis c. Social networks d. Media-sharing sites e. Blogs Hide Feedback

d. Media-sharing sites

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising. a. competitive b. issue c. product d. advocacy e. institutional

d. advocacy

The State Farm Group includes several companies. Probably the most well-known company in the group is the State Farm Insurance company, the largest auto and home insurer in the United States. State Farm Insurance provides protection for approximately 78 million policies on auto, fire, life, and health services. It is also a leading insurer of homes and autos in Canada. Another company in the State Farm group is the State Farm Bank, which was opened in 2000, beginning State Farm's entry into the financial services field. However, the State Farm Bank is not a traditional bank, in that it has no branch offices and its services are provided through State Farm agents, a call center, the mail, and on the internet. It currently serves over 1.9 million bank accounts. Refer to Scenario 17.2. When deciding on its advertising allocation for the coming year, State Farm Insurance could choose to spend the same amount as Safe Auto, another auto insurance company, or it could allocate an amount that is 10% of last year's premiums. If State Farm uses the same amount as Safe Auto, this method of advertising appropriation is known as the ____ approach; if State Farm uses the amount based on last year's premiums, the method would be _____. a. arbitrary; competition-matching b. objective-and-task; percent-of-sales c. competition-matching; objective-and-task d. competition-matching; percent-of-sales e. arbitrary; objective-and-task

d. competition-matching; percent-of-sales

Which of the following is the most important with business-to-business transactions involving the purchase of expensive products? a. Public relations b. Publicity c. Sales promotion d. Personal selling e. Advertising

d. Personal selling

Which of the promotion methods is the most precise? a. Sales promotion b. Public relations c. Advertising d. Personal selling e. Publicity

d. Personal selling

Which of the following is the best example of the promotional objective of combating competitive promotional efforts? a. Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares. b. Hyundai offers 10-year/100,000-mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings. c. Joy advertises that its dish soap has more suds than Dawn and other leading dish soaps. d. The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef. e. After Ford promotes the towing capacity of its F-series trucks, Chrysler soon emphasizes the towing capacity of its Dodge trucks.

e. After Ford promotes the towing capacity of its F-series trucks, Chrysler soon emphasizes the towing capacity of its Dodge trucks.

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. lower prices b. higher prices c. materialism d. greater need e. deceptive advertising

a. lower prices

Any attempt to conduct dishonest activities online would be described as _______. a. online fraud b. credit card fraud c. piracy d. identity theft e. transparency

a. online fraud

______________ can be ideas and creative materials, songs, movies, books, or electronics that are developed to educate or entertain. a. Wikis b. Intellectual property c. Virtual sites d. Copyrights e. Blogs

b. Intellectual property

Astrid is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio, it will be important for her to a. use a high level of repetition. b. be both informal and conversational in tone. c. buy a really long time slot to get all the information in. d. use a quick speaker to attract attention to the commercial. e. say the restaurant's name and location three separate times.

b. be both informal and conversational in tone.

To maximize promotional effectiveness, marketers must strive to a. obtain information about the marketing environment through their MIS. b. properly plan, implement, coordinate, and control communications. c. use promotion during the growth stage of the product's life cycle. d. realize the needs of their target market and try to meet them. e. become directly involved rather than indirectly involved.

b. properly plan, implement, coordinate, and control communications.

Kevin Esposito, a salesperson for O'Malley Office Products, develops a list of potential customers and evaluates them on the basis of their ability, willingness, and authority to purchase copy machines. This process is called a. customer evaluation. b. prospecting. c. customer search. d. preapproach. e. customer pre-approval.

b. prospecting.

TJMaxx, an off-price retailer featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called a. mass communications. b. publicity. c. free advertising. d. news reporting. e. public relations.

b. publicity.

John is preparing to evaluate one of his sales representatives, Tessa. His evaluation of her performance for the prior year led to his conclusion that she often lacked key product information at sales presentations. At their upcoming session, he will most likely do which of the following? a. Decrease the size of her territory b. Ignore this problem given that her sales results were good c. Terminate her d. Recommend that she attend a training program e. Increase her sales quotas

d. Recommend that she attend a training program

Penny promotes pharmaceuticals to pharmacies and doctors' offices. She is best categorized as a. support personnel. b. a trade salesperson. c. an inside salesperson. d. a missionary salesperson. e. a technical salesperson.

d. a missionary salesperson.

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ____ media schedule is being used. a. continuous with emphasis b. interval c. alternating d. pulsing e. flighting

d. pulsing

Two trends that have caused consumer-generated information to gain importance are a. globalization and the cultural trend of consumers being influenced by the "village." b. an increase in mobile digital technology and store brands. c. the recession and a reduction of advertising expenditures. d. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations. e. an increase in children's influence over the purchasing decision and the fact that adults other than parents influence children.

d. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations.

Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzee, and Clue. The company has posted online cash rewards for consumer reviews of its games. In doing so, Milton Bradley/Parker Brothers is striving to utilize a. a test market. b. new concept viewing. c. electronic media. d. fan pages. e. consumer-generated marketing.

e. consumer-generated marketing.

Vanessa works as a salesperson and spends most of her time focusing on existing accounts, calling people to follow up on previous sales to see if they are interested in making an additional purchase. Vanessa's job function is best described as a. order taking. b. new-business sales. c. missionary sales. d. trade sales. e. current-customer sales.

e. current-customer sales.

To have some of its cereals highlighted in an advertisement mailed out by Kroger grocery stores, Kellogg agreed to pay a portion of Kroger's costs associated with the advertising mailer. Kellogg's payment is designed to a. encourage product trial. b. identify prospects. c. retain loyal customers. d. reduce sales fluctuations. e. facilitate reseller support.

e. facilitate reseller support.

A salesperson will be better able to determine the prospect's specific needs by a. using trial closings throughout the sales presentation. b. making a very thorough and detailed sales presentation about the products and services being offered. c. waiting until after the sale to see how the client is enjoying the use of the product. d. doing extensive research before the approach and making the sales presentation without adjustment. e. listening carefully to questions and comments and watching reactions during the sales presentation.

e. listening carefully to questions and comments and watching reactions during the sales presentation.

Hallmark is using a strategy of running advertisements for set periods of time, alternating with periods in which no ads run. This is best described as _______. a. layout b. pulsing c. recall d. continuous e. flighting

e. flighting

Whenever ACME Corp. introduces a new product, it sends out a single page with typewritten copy containing fewer than 300 words and describing a company event or product called a(n) _______ and a photograph with a brief description explaining its contents, called a(n) _______. a. press release; TV commercial b. press release; event sponsorship c. event sponsorship; captioned photograph d. feature article; captioned photograph e. press release; captioned photograph

e. press release; captioned photograph

The manufacturers of Laundry Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods, however, and have asked for your advice. Refer to Scenario 16.2. The makers of Laundry Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Laundry Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Laundry Whizz. The winner of the contest will receive a $100 gift card for the college bookstore along with social media recognition. This method of promotion is an example of ____, and is used to stimulate ____ demand. a. product placement; primary b. sales promotion; selective c. sales promotion; primary d. viral advertising; primary e. product placement; selective

b. sales promotion; selective

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising. a. reinforcement b. comparative c. reminder d. institutional e. competitive

c. reminder

Jim is a salesperson for Axalta. His college degree is in engineering, with a minor in physical science. Jim is most likely a(n) a. missionary salesperson. b. chemicals order taker. c. technical salesperson. d. trade salesperson. e. support to the sales staff. Hide Feedback

c. technical salesperson.

____ relates to perceptions of value and is the most flexible element of the marketing mix. a. Product mix b. Store location c. Promotion d. Pricing e. Distribution

d. Pricing

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising a. reach. b. targeting. c. exposure. d. frequency. e. repetition.

d. frequency.

Parker is a sales representative for Kashi. Each week he uploads his plans for visiting clients out in the field to a routing and scheduling decisions system. Parker knows that one of the primary goals of routing and scheduling decisions in personal selling is to a. use existing transportation facilities. b. determine duration of sales calls. c. provide salespeople with an opportunity to plan their own routes and schedules. d. minimize non-selling time. e. determine the sequence in which customers will be called on.

d. minimize non-selling time.

Maria receives a fixed salary plus a commission based on sales volume after she sells $20,000 worth of merchandise for her company. Which of the following best describes her compensation? a. Salary benefits compensation plan b. Straight commission compensation plan c. Salary plus compensation plan d. Combination compensation plan e. Straight salary compensation plan

d. Combination compensation plan

Which of the following contrasts the promoted brand with one or more identified competing brands on the basis of one or more product characteristics? a. Pioneer advertising b. Product advertising c. Competitive advertising d. Comparative advertising e. Institutional advertising

d. Comparative advertising

Which of the following is NOT true about digital marketing as a new distribution channel? a. It increases speed throughout the marketing channel. b. It reduces redundancies throughout the marketing channel. c. It reduces costs throughout the marketing channel. d. It increases inefficiencies throughout the marketing channel. e. It reduces inefficiencies throughout the marketing channel.

d. It increases inefficiencies throughout the marketing channel.

Which of the following appropriation techniques is most logical? a. Competition-matching approach b. Arbitrary approach c. Status quo approach d. Objective-and-task approach e. Percent-of-sales approach

d. Objective-and-task approach

Coupons have questionable success as an incentive for consumers to try a new brand or product for all of the following reasons except a. Because so many manufacturers offer them, consumers have learned not to buy without some incentive, whether that pertains to a coupon, a rebate, or a refund. b. About three-fourths of coupons are redeemed by people already using the brand on the coupon. c. Many consumers will redeem coupons only for products they would buy anyway. d. Brand loyalty among heavy coupon users has diminished. e. Coupons reward current product users, win back former users, and encourage purchases in larger quantities.

e. Coupons reward current product users, win back former users, and encourage purchases in larger quantities.

You and your marketing team are conducting a series of focus groups with potential customers of a new product your firm is launching next year. The purpose of these focus groups is to find out what potential customers consider most important in the selection and use of this new product. Which of the following steps in the advertising campaign development process are you performing with this activity? a. Identifying and analyzing the target audience b. Determining the advertising appropriation c. Defining the advertising objectives d. Developing the media plan e. Creating the advertising platform

e. Creating the advertising platform

Which of the following can be stimulated by increasing the number of product uses and promoting them through advertising campaigns, as well as through price discounts, free samples, coupons, consumer contests and games, and sweepstakes? a. Reseller support b. Cause-related marketing c. Customer retention d. Primary demand e. Selective deman

e. Selective demand

Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its customers, suppliers, employees, shareholders, the media, educators, potential investors, government officials, and society in general? a. Public relations b. Personal selling c. A press strategy d. Advertising e. Publicity

a. Public relations

Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program? a. Public relations audit b. Communications audit c. Consumer jury d. Environmental monitoring e. Social audit

a. Public relations audit

A major benefit of social media marketing is the ability to reach new target markets, such as Millennials. A firm wishing to target Millennials would be advised to use a. Snapchat. b. Facebook. c. LinkedIn. d. Twitter. e. Pinterest.

a. Snapchat.

When Mini Cooper ran an advertising campaign featuring the slogan, "Texting and Driving Don't Mix," it was using a. advocacy advertising. b. public service awareness. c. public relations. d. competitive advertising. e. product advertising.

a. advocacy advertising.

Malik works for F1 where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Malik is most likely employed in a. public relations. b. advertising. c. sales. d. human resources. e. digital media marketing.

a. public relations.

The media planner's primary goal is to a. reach the largest number of people in the advertising target that the budget will allow. b. achieve the appropriate message reach and frequency for the target audience while staying within budget. c. reach everyone in the target market. d. spend as little as possible. e. use as many media as possible.

a. reach the largest number of people in the advertising target that the budget will allow.

Sales objectives can do all of the following except a. let the sales force know what is expected of them. b. serve as a deterrent both to salespeople and their clients. c. help to control the sales force. d. serve as a standard for evaluating salesperson performance. e. give the sales force direction and purpose. Hide Feedback

b. serve as a deterrent both to salespeople and their clients.

______ advertising supports organizational images, ideas, and political issues while ______ advertising touts the uses, features, and benefits of goods and services. a. Advocacy; product b. Publicity; pioneer c. Institutional; product d. Reminder; competitive e. Institutional; reminder

c. Institutional; product

Tim maintains a popular blog that highlights restaurants in the Minneapolis area. Tim provides recommendations on the restaurants, posts photos, and gives descriptions of upcoming specials or events. He has a number of followers, and restaurants have begun to take notice. One popular restaurant chain is expanding and hopes that Tim could help it in promoting its new location. Not only does Tim have a lot of people following his blog posts, but the restaurant knows that Tim is highly trusted. What is the best way for the restaurant to make use of Tim's influence in its promotional strategy? a. Send Tim photos of restaurant meal specials. b. Ask Tim to post updates on the restaurant's website. c. Invite Tim to write a review of its food. d. Send Tim a press release describing the new location. e. Send Tim a Facebook message asking him to "like" the restaurant.

c. Invite Tim to write a review of its food.

Which of the following is NOT a public relations tool? a. Annual report b. News release c. Product sample d. Company magazine e. Feature article

c. Product sample

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients? a. The cultural diversity and population size b. Existing levels of price consciousness c. The market size, geographic distribution, and sociocultural and demographic characteristics d. Existing product adoption categories e. The age, sex, religion, and race characteristics

c. The market size, geographic distribution, and sociocultural and demographic characteristics

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required. a. public relations b. personal selling c. advertising d. sales promotion e. packaging

c. advertising

Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends. a. their spending money b. their shopping partners c. their information searches d. their eating habits e. their disposable income Hide Feedback

c. their information searches

Which personal selling process step may involve calling on customers without prior consent? a. Overcoming objections b. Prospecting c. Approach d. Making the presentation e. Preapproach

c. Approach

Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing? a. Social networking b. Digital retailing c. Electronic marketing d. Mobile marketing e. Digital marketing

c. Electronic marketing

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

c. Promotion lowers prices

In order to show consumers how well its blenders work and to stimulate sales, Vitamix often sets up temporary booths in stores where they have someone using the blender in a variety of ways. This is an example of a. a merchandise allowance. b. a free sample. c. a premium. d. a demonstration. e. point-of-purchase material.

d. a demonstration.

During the decoding process, the a. receiver filters noise from the feedback. b. source attempts to convert signs or symbols into concepts and ideas. c. intensity of the transmission becomes stronger. d. receiver attempts to convert signs or symbols into concepts and ideas. e. source converts meaning into a series of signs or symbols that represent ideas or concepts.

d. receiver attempts to convert signs or symbols into concepts and ideas.

The growing use of two-day and next-day delivery by online companies best relates to a. the pricing variable of the marketing mix. b. the product variable of the marketing mix. c. the environmental variable of the marketing mix. d. the distribution variable of the marketing mix. e. the promotion variable of the marketing mix.

d. the distribution variable of the marketing mix.

One of the most significant privacy issues relates to marketers' use of _______. a. competitors' information b. customer loyalty programs c. stolen credit card numbers d. personal information e. intellectual property

d. personal information

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient? a. Sales management b. Sales promotion c. Public relations d. Personal selling e. Advertising

e. Advertising

Marketers' ability to obtain digital information is referred to as a. addressability. b. control. c. connectivity. d. interactivity. e. accessibility.

e. accessibility.

______ offers the potential benefits of cost efficiency, repetition, and adding product value, while _____ is one of its disadvantages. a. Advertising; slow feedback b. Public relations; uncontrollability c. Sales promotion; slow feedback d. Advertising; media cost e. Personal selling; cost

a. Advertising; slow feedback

Which is the best example of noise that originates with the receiver in the communication process? a. Aroon simply tunes out pop-up ads on the internet so that they don't even enter his awareness. b. Because of poor printing, Nawar cannot read an advertisement in her local newspaper. c. Celine drives through a tunnel, and her radio signal becomes very weak. d. A mother fails to hear a new commercial for diapers because her new baby is crying. e. Emily has been studying English for two years and does not understand the symbolism being used in a commercial.

a. Aroon simply tunes out pop-up ads on the internet so that they don't even enter his awareness.

_______ is an activity or material, or both, that acts as a direct inducement, offering added value or incentive for the product, to resellers, salespeople, or consumers a. Sales promotion b. Public relations c. Personal selling d. Advertising e. Publicity

a. Sales promotion

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

a. channel capacity

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. Product placement b. Public relations c. Sales promotion d. Personal selling e. Advertising

a. Product placement

The internet is viewed as a _______ medium because users determine which material they are going to view. a. Pull b. Push c. Open d. Close e. Passive

a. Pull

ACME Corp. is evaluating the effectiveness of a recent campaign by showing selected consumers the actual advertisement and asking whether they recognize it. ACME is probably using which method to evaluate its campaign? a. Recognition test b. Unaided recall test c. Consumer jury d. Pretest e. Aided recall test

a. Recognition test

Which of the following involves the salesperson joining with people from the firm's financial, engineering, and other functional areas? a. Team selling b. Traditional selling c. Relationship selling d. Missionary selling e. Sales force management

a. Team selling

Which of the following are likely to restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers? a. Trade salespeople b. Support personnel c. Missionary salespeople d. Technical salespeople e. Inside salespeople

a. Trade salespeople

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

a. advertising; sales promotion

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising. a. organizational b. institutional c. pioneer d. advocacy e. product

b. institutional

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

b. receiver

Sales force objectives for the entire force are normally stated in terms of all of the following, except _______. a. unit sales volume b. sales territory c. profit d. market share e. dollar sales volume

b. sales territory

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

c. Public relations

Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program? a. Environmental monitoring b. Communications audit c. Public relations audit d. Environmental scanning e. Social audit

c. Public relations audit

Which of the following types is NOT an example of noise in the communication channel? a. When the source has laryngitis b. When broadcast television is interrupted due to breaking news 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 a source uses words or an emoji that are unfamiliar to the receiver

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

Josh, who has an engineering degree, gives practical assistance to ACME Corp.'s current customers, advising them on product characteristics and applications, system designs, and installation procedures. Josh is best described as a(n) _______. a. inside salesperson b. trade salesperson c. technical salesperson d. support person e. missionary salesperson

c. technical salesperson

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. word-of-mouth communication b. buzz marketing c. viral marketing d. sales promotion e. personal selling

c. viral marketing

Page visits, reach, and CPM (cost per thousand exposures) are all examples of what type of social media metric? a. Advocacy b. Influence c. Impact d. Exposure e. Engagement

d. Exposure

A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during a. presentation preparation. b. overcoming objections. c. the approach. d. prospecting. e. the preapproach. Hide Feedback

e. the preapproach.

The internet can be referred to as a ____ medium because users determine which websites they are going to view. a. connected b. selective c. interactive d. push e. pull

e. pull

The three general types of media schedules are a. short, medium, and long-term. b. flighting, continuous, and repetitive. c. pulsing, alternating, and continuous. d. light, heavy, and alternating. e. pulsing, continuous, and flighting.

e. pulsing, continuous, and flighting.

A spokesperson for Quaker oats encourages television audiences to use its oats in the summer by using them to make healthy overnight oats, which are served cold. In this instance, Quaker is using promotion to a. retain loyal customers. b. stimulate primary demand. c. facilitate reseller support. d. offset competitors' promotional efforts. e. reduce sales fluctuations.

e. reduce sales fluctuations.

Anique presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Anique is providing a. detailed market research. b. individual consumer jury. c. advertisement exposure data. d. family behavior recording. e. single-source data.

e. single-source data.

A new soft drink company took out a national advertisement announcing its new butterscotch-flavored soda. However, while people in one part of the country recognized they were talking about a soft drink, others believed it was an ice cream drink. Still, others use the term to refer to something mixed with alcoholic drinks. Therefore, there was much confusion about the term and what it means. The mistake here lies with the a. noise. b. channel of communication. c. marketing channel. d. audience. e. source.

e. source.

Home Depot has an iOS program that allows users to match colors in photographs with the store's selection of carpets. This is an example of a(n) a. application (app). b. interactivity. c. widget. d. voice-activated system. e. digital system.

a. application (app).

The car-related website and media company, Edmunds, provides reviews and ratings of vehicles and is well respected by individuals in the car industry as a neutral source. Consumers appreciate its advice and information and know they can trust Edmunds for non-biased information. In addition to its own website and magazine, Edmunds is using the ________ Pinterest to post photos and links to recent articles as well as answer questions posed by members of Pinterest. a. bulletin-board site b. podcast c. wiki d. media-sharing site e. blog

a. bulletin-board site

A common form of tactile communication in U.S. business activities is a. handshaking. b. eye contact. c. hugging. d. head nodding. e. kissing.

a. handshaking.

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of a. reducing sales fluctuations. b. retaining loyal customers. c. encouraging product trial. d. combatting competitive promotional offers. e. facilitating reseller support.

a. reducing sales fluctuations.

To boost sales, ACME Corp. launched a sales promotion effort that required individuals to compete for a free iPad by collecting stickers on the inside of packaging of ACME widgets. This best describes a _______. a. consumer game b. coupon c. consumer contest d. rebate e. sweepstakes

a. consumer game

ACME Corp. is using all digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers. This is best described as _______. a. digital marketing b. mobile marketing c. digital retailing d. electronic marketing e. social networking

a. digital marketing

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

a. encourage product trial

The most critical copy in an advertisement is the _______. a. headline b. signature c. layout d. subheadline e. body copy

a. headline

United Airlines began offering sales on flights to South America and Europe. It started promoting these lower-cost flights heavily on television and in print. Not to be outdone, Delta Airlines started offering its own sales at prices even lower than United Airlines. This refutes which of the following criticisms of promotion? a. Promotion facilitates price competition. b. Promotion increases prices. c. Promotion is deceptive. d. Promotion creates needs. e. Promotion loses money for businesses.

b. Promotion increases prices.

Which of the following focuses on a product category rather than a specific brand? a. Comparative advertising b. Pioneer advertising c. Advocacy advertising d. Product advertising e. Competitive advertising

b. Pioneer advertising

Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders? a. Advertising campaign b. Public relations c. Advertising d. Personal selling e. Sales promotion

b. Public relations

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. Tying policy b. Push policy c. Pull policy d. Category management e. Exclusive policy

b. Push policy

Which of the following is NOT a way that consumers rationalize pirating software, video games, and movies online? a. They feel they just do not have the money to pay for what they want. b. They worry about getting arrested. c. They are excited by the thrill of getting away with it and the slim risk of consequences. d. They are influenced by friends and family who engage in piracy and swap digital content. e. They think they are smarter than others.

b. They worry about getting arrested.

ACME Corp. is developing a software program that can run on mobile devices so that customers can interact with the firm, view product information, and see the status of an order. This is best described as a(n) _______. a. widget b. app c. social media d. website e. podcast

b. app

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 business communications b. integrated marketing communications c. integrated marketing connection d. intelligent promotion communications e. intelligent marketing communications

b. integrated marketing communications

Pottery Barn uses ____ to display snapshots of company events, staff, and products. a. wikis b. blogs c. Instagram d. YouTube e. Twitter

c. Instagram

Elias, a sales representative, is returning from a week on the road. One of his activities this week is to develop ____, which are designed to identify the customers called on and to present detailed information about interaction with those clients. a. recall files b. feedback notices c. call reports d. sales invoices e. expense reports

c. call reports

Rosalie is a sales consultant for Avon Cosmetics. This illustrates a. primary demand stimulation. b. public relations. c. personal selling. d. advertising. e. sales promotion.

c. personal selling.

The two major types of product advertising are a. institutional and advocacy. b. competitive and comparative. c. pioneer and competitive. d. advocacy and competitive. e. informative and comparative.

c. pioneer and competitive.

______ is a sum of money that a producer gives to a reseller for each unit the reseller buys after an initial promotional deal is over. a. A merchandise allowance b. Push money c. Cooperative advertising d. A buy-back allowance e. A buying allowance

d. A buy-back allowance

The difference between consumer sales promotion methods and trade sales promotion methods is a. with trade sales promotion, marketers focus on trading with consumers. b. with consumer sales promotion, marketers try to persuade retailers to carry their products. c. consumer and trade sales promotions aim at retailers, but only trade sales promotions aim at wholesalers. d. consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to carry the product and/or to market it more aggressively. e. trade sales promotions attempt to persuade people to buy at particular stores, whereas consumer sales promotions focus on persuading people to buy particular products.

d. consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to carry the product and/or to market it more aggressively.

Electronic media that function using digital codes are called a. e-marketing. b. electronic marketing. c. digital electronics. d. digital media. e. digital marketing

d. digital media.

Which of the following is one of the biggest mistakes a marketer can make when engaging in digital marketing? a. Using all social networks regardless of target markets b. Adopting an undifferentiated marketing strategy c. Treating it like a disruptive innovation d. Treating it like a traditional marketing channel e. Failing to engage in social networks

d. Treating it like a traditional marketing channel

ACME Corp. is running a sales promotion in which it offers to give retailers $1 for each case of widgets purchased during the promotion. This best describes _______. a. dealer loader b. dealer listing c. cooperative advertising d. buying allowance e. free merchandise

d. buying allowance

Salespeople from ACME Corp. are searching for potential customers from company sales records, trade shows, commercial databases, newspaper announcements, public records, telephone directories, trade association directories, and many other sources. This is best described as _______. a. following up b. presenting c. closing the sale d. approaching e. prospecting

e. prospecting

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. combat competitive promotional efforts c. encourage product trial d. identify prospects e. retain loyal customers

e. retain loyal customers

The group of people at whom advertisements are aimed is called the _______. a. target market b. market segment c. target public d. client public e. target audience

e. target audience

Which of the following is the best example of a well-stated sales objective? a. Each salesperson should bring in $25,000 in new sales by November 15. b. Each salesperson should increase his or her client group by 10%. c. Companywide sales should increase by 25%. d. Each salesperson should increase the number of calls they make by 20%. e. The sales force should increase the market share in all markets by December 1.

a. Each salesperson should bring in $25,000 in new sales by November 15.

Forever 21, a clothing company, communicates to its target customers by advertising in magazines, offering clothing information on its website, creating a periodic online newsletter, and using Instagram and Twitter. These vehicles through which the coded message is transmitted from the source, Forever 21, to the receiver, the prospective customer, are called a. communication channels. b. relay channels. c. decoders. d. fields of reference. e. encoders.

a. communication channels.

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

a. word-of-mouth communication

Claudia, a marketer at the local zoo, has been using digital media to promote new exhibits and events. Claudia finds that digital media is a good way to promote events when the zoo does not have a large promotional budget. At the moment, Claudia is working on a strategic process for developing a(n) _________________ for a sustainable seafood event the zoo is holding for its members, most of whom are very active on the zoo's Facebook page. She decides Facebook is the appropriate social media channel she wants to use to reach consumers. Claudia determines the appropriate pricing for the event as well as the best way to distribute and promote the event through its Facebook page. To promote the event more successfully, she is also going to look at past Facebook poll results, member postings, and responses to corporate messages to determine what its members would truly desire to get out of the event. Claudia plans to incorporate this into the digital promotion she will release for the upcoming event through Facebook. a. electronic marketing strategy b. digital media plan c. digital marketing strategy d. e-tailing strategy e. social media plan

a. electronic marketing strategy

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. sales promotion e. kinesic promotion

a. personal selling

Staples' use of email to carry its advertising messages to its business customers is which component of the communication process? a. Decoding process b. Communication channel c. Encoding process d. Noise minimization e. Sharing of meaning

b. Communication channel

Which of the following would most likely fall under the responsibility of an advertising agency? a. Advertising appropriation b. Copywriting and artwork c. Developing advertising objectives d. Public relations services e. Legal services

b. Copywriting and artwork

Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing? a. Digital media b. Electronic marketing c. Electronic processing d. Digital orientation e. Digital electronics

b. Electronic marketing

Vail Mountain Resort in Vail, Colorado, is a world-class ski destination. Vanessa is a newly-hired manager of digital media and electronic marketing for Vail. Vanessa remembers reading about a new trend in video marketing, using _________ to engage and create a community of customers. a. blogs b. amateur filmmakers c. Twitter announcements d. advertising firms to develop videos e. virtual realities

b. amateur filmmakers

One of the most important benefits of e-marketing is the ability of marketers and a. customers to obtain digital information. b. customers to share information. c. vendors to share resources. d. competitors to share information.

b. customers to share information.

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by a. creating the advertising platform. b. defining the advertising objectives. c. developing a media plan. d. creating an advertising message. e. determining the financial resources available.

b. defining the advertising objectives.

For communication to occur, both the sender and receiver of information must a. use technology. b. have a common understanding of the meaning of symbols, words, and pictures used to transmit information. c. minimize noise. d. share the same decoding process. e. use the same media.

b. have a common understanding of the meaning of symbols, words, and pictures used to transmit information.

Walgreens has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website. a. addressable b. interactive c. linked d. accessible e. controlled

b. interactive

Scout is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Scout's dinner preparation would be considered ____ in the communication process. a. interference. b. noise. c. feedback d. field of experience e. decoding blocker.

b. noise.

Which of the following is NOT one of the developers of an advertising campaign? a. A single individual b. An accounting firm c. A few people within the firm d. An advertising agency e. The firm's advertising department

b. An accounting firm

You are a brand manager for a major retailer, and you just completed developing a series of advertisements with the help of your outside ad agency. You are excited about the ads and you are anxious to get the marketing vice president's opinion of the ads. Unfortunately, the vice president does not believe the ads will be effective. She wants you to do some type of effectiveness evaluation of the ads before the company spends a lot of money running them.Which of the following evaluation techniques should you use? a. A recognition test b. Any type of post test c. A consumer jury d. An aided recall test e. An unaided recall test Hide Feedback

c. A consumer jury

A dealer loader is a. a temporary price reduction to resellers for purchasing a certain quantity of merchandise. b. an advertisement that promotes a product and identifies retailers who sell the product. c. a gift to a retailer who purchases a specified quantity of merchandise. d. an agreement in which a producer offers free merchandise to a retailer. e. additional compensation to salespeople from the manufacturer to promote a line of goods.

c. a gift to a retailer who purchases a specified quantity of merchandise.

The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into its website. It knows how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but it also connects you with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links, of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney. Refer to Scenario 10.1. The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of a. accessibility. b. addressability. c. control. d. interactivity. e. connectivity.

d. interactivity.

Head nodding, winking, hand gestures, and arm motions are all forms of ____ communication. a. proxemic b. spacing c. tactile d. kinesic e. touching

d. kinesic

Before contacting a prospect, a salesperson for an industrial cleaning equipment company analyzes information about the prospects' product needs, feelings about brands, and personal characteristics. This process is called a. presentation. b. prospecting. c. follow-up. d. approaching the customer. e. preapproach.

e. preapproach.

Inside salespersons generally focus on _______, whereas outside salespersons are more ______. a. locating prospects and building goodwill; consultative b. team selling; relationship building c. locating prospects and building goodwill; supportive d. building relationships; supportive e. taking orders and following up; consultative

e. taking orders and following up; consultative

Which of the following support personnel or take orders, follow up on deliveries, and provide technical information? a. Support personnel b. Missionary salespeople c. Trade salespeople d. Technical salespeople e. Inside salespeople

e. Inside salespeople

During which step in the personal selling process is listening especially important? a. Prospecting b. Approach c. Overcoming objectives d. Following up e. Making the presentation

e. Making the presentation

Which of the following trade sales promotion methods is appropriate when personal selling is an important part of the marketing effort? a. Merchandise allowance b. Free merchandise c. Buy-back allowance d. Dealer loader e. Push money

e. Push money

Which of the following is a website (or app) where users can create a profile and interact with other users, post information, and engage in other forms of web-based communication? a. Media-sharing site b. A wiki c. Mobile marketing d. Blog e. Social network

e. Social network

Which of the following is NOT a public relations tool? a. Managed social media account b. Executive speech c. News release d. Event sponsorship e. TV commercial

e. TV commercial

Two trends have elevated the importance of consumer-generated information: (1) The growing tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions; and (2) _______. a. consumers' preference for less technology b. consumers' tendencies to trust other corporations over consumers c. consumers' preference for smartphones and apps d. consumers' tendencies to trust the government over consumers and corporations e. consumers' tendencies to trust other consumers over corporations

e. consumers' tendencies to trust other consumers over corporations