NMU MKT230: Chapter 16

The receiver's response to a message is ______ for the source. Select one: a. channel capacity b. the communications channel c. noise d. feedback e. decoding

d. feedback

When a salesperson varies the physical distance between himself and a customer he is using Select one: a. kinesic communication. b. comfort relations. c. personal selling. d. tactile communication. e. proxemic communication.

e. proxemic communication.

Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they Select one: a. are potentially harmful b. do not last. c. are not competitive. d. are illega. e. cost too much.

a. are potentially harmful

the two main reasons for criticism of promotional activities are that promotion Select one: a. has some flaws, and it pervades our daily lives. b. pervades our daily lives, and it creates needs in us. c. is deceptive, and it causes prices to rise. d. creates needs in us, and it encourages materialism. e. has some flaws, and it is deceptive.

a. has some flaws, and it pervades our daily lives

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of Select one: a. publicity. b. sales promotion. c. direct marketing. d. social media. e. personal selling.

a. publicity.

A sharing of meaning defines Select one: a. promotion. b. communication. c. interference. d. noise. e. information.

b. communication.

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines Select one: a. proxemic communication. b. integrated marketing communications. c. tactile communication. d. kinesic communication. e. communication.

b. integrated marketing communications.

Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sony's dinner preparation would be considered _____ in the communications process. Select one: a. decoding blocker. b. feedback. c. noise. d. interference. e. field of experience.

c. noise.

A consumer contest is an example of Select one: a. public reations. b. indirect selling. c. sales promotion. d. personal selling. e. social media.

c. sales promotion.

When Sears promotes the benefits and strenghts of its Kenmore brand appliances, it is attempting to build Select one: a. brand awareness. b. primary demand. c. selective demand. d. pioneer promotion. e. prospects.

c. selective demand.

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of Select one: a. retaining loyal customers. b. reducing sales fluctuations. c. stimulating demand. d. facilitating reseller support. e. combating competitive promotional efforts.

d. facilitating reseller support.

If the push policy is used in promoting a product, the firm Select one: a. promotes directly to consumers. b. will be assured of having an effective promotional mix. c. promotes the product to wholesalers only. d. promotes only to the next marketing institution down the marketing channel. e. promotes the product to retailers only.

d. promotes only to the next marketing institution down the marketing channel.

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

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

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication Select one: a. transmitter. b. decoder. c. receiver. d. source. e. noise.

d. source.

Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March, are examples of the following uses of promotion? Select one: a. Promoting new product uses b. Stimulating primary demand c. Retaining loyal customers d. Making salespeople more effective e. Reducing sales fluctuations

e. Reducing sales fluctuations

The use of a pull policy may require heavy expenditures for Select one: a. personal selling and public relations. b. distribution and advertising. c. public relations and distribution. d. sales promotion and personal selling. e. advertising and sales promotion.

e. advertising and sales promotion.

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using Select one: a. promotion. b. charity marketing. c. charitable promotion. d. integrated marketing communications. e. cause-related marketing.

e. cause-related marketing.

Each communication channel has a limit on the volume of information it can handle effectively. This limit is called Select one: a. encoding. b. noise. c. feedback. d. transmission load. e. channel capacity.

e. channel capacity.

Primary demand is defined as Select one: a. consumer awareness of a product category. b. demand for a particular brand. c. stimulating demand for any products. d. demand for a new product. e. demand for a product category.

e. demand for a product category.

The process of putting one's thoughts (meaning) into signs (symbols) is called Select one: a. interference. b. decoding. c. transmission. d. noise. e. the coding process.

e. the coding process.