chapter 8

Amy just took a job with a scrap metal collection company. Her job is to search for potential customers that need to get rid of scrap metal or those customers who wish to buy scrap metal. Amy's job fits into the first step of the personal-selling process, that of A. advertising. B. personal selling. C. sales promotion. D. prospecting. E. public relations.

D.

A disadvantage of Internet advertising involves its A. high cost. B. lack of measurability. C. cost-per-click. D. methods of data collection. E. lack of targetability.

D.

Which step of the personal-selling process is often the most difficult because it requires the salesperson to overcome the fear of being rejected? A. preapproach B. approach C. sales presentation D. handling objections E. closing the sale

E.

Small files on your computer that track information about the websites that you visit and the information that you share online, to collect data and design advertising based on that data, are called A. cookies. B. clickers. C. bugs. D. data trackers. E. banners.

A.

The dissemination of information to a fairly small, select audience that is defined by its shared values, preferences, or demographic attributes is referred to as A. narrowcasting. B. relationship selling. C. personal selling. D. prospecting. E. broadcasting.

A.

The goal of an integrated marketing communications strategy is to coordinate the various promotion mix elements to A. provide consumers with a clear and consistent message about the firm's products. B. find the least expensive alternative to promoting a firm's products. C. determine the target market for a firm's products. D. discover the firm's strengths, weaknesses, opportunities and threats. E. identify which potential customers in the target market have the desire and ability to purchase the firm's products.

A.

According to your text, what do people think of FIRST when they hear the term marketing? A. radio advertising B. television advertising C. newspaper advertising D. sales promotion E. public relations

B.

All the activities that communicate the value of a product and persuade customers to buy it is referred to as A. marketing. B. promotion. C. positioning. D. advertising. E. salesmanship.

B.

A collection of coordinated advertisements that share a single theme is called A. a marketing mix. B. an advertising mix. C. an advertising campaign. D. a promotion mix. E. an advertising concept.

C.

A new specialty tea shop opened up in town. In order to lure customers into the store, the owners sent their most popular teabag to 5,000 potential customers. This is an example of A. a rebate. B. a coupon. C. a sample. D. a loyalty program. E. an allowance.

C.

What type of advertising attempts to increase demand for an existing product? A. reminder B. informative C. persuasive D. entertainment E. narrative

C.

What type of advertising is common during the growth stage of the product life cycle as firms compete directly and attempt to take market share from one another? A. reminder B. informative C. persuasive D. entertainment E. narrative

C.

Which budgeting method takes a bottom-up approach by defining specific objectives, determining the tasks needed to achieve these objectives and then estimating how much each task will cost? A. affordable method B. percentage-of-sales method C. objective-and-task method D. principal accounting method E. cost-per-media method

C.

Which of the following is NOT a tool for public relations? A. speeches B. annual reports C. sales presentations D. blogs E. brochures

C.

What two key words in the definition of advertising are crucial to understanding how advertising fits into the promotion mix? A. personal and communication B. paid and communication C. nonpaid and nonpersonal D. paid and nonpersonal E. nonpaid and personal

D.

Which of the following statements about the follow-up step of the personal-selling process is NOT true? A. The follow-up step is critical to creating customer satisfaction. B. The follow-up step may uncover new customer needs and wants. C. Referrals can often be discovered in the follow-up step. D. The follow-up step is not needed for repeat customers. E. Building long-term relationships with customers is part of the follow-up step.

D.

In the Twilight series movies, main character Edward Cullen can be seen driving a Volvo car. This is an example of A. direct marketing. B. media marketing. C. co-branding. D. joint marketing. E. product placement.

E.

A trade sales promotion that typically involves paying retailers for financial losses associated with consumer sales promotions or reimbursing a retailer for an in-store or local expense to promote a specific product is known as A. an allowance. B. a rebate. C. a contest. D. a premium program. E. a loyalty program.

A.

According to your text, all of the following technological advances have created disadvantages for radio advertising EXCEPT A. GPS systems. B. satellite radio stations. C. smartphones. D. MP3 players. E. digital presets.

A.

As a budgeting method, which approach is simple and fiscally conservative but offers no other benefits for the organization? A. affordable method B. percentage-of-sales method C. objective-and-task method D. principal accounting method E. cost-per-media method

A.

Compared to advertising on other media, Internet advertising is A. less expensive. B. less measurable. C. more expensive. D. less targeted. E. less cluttered.

A.

What type of advertising attempts to develop initial demand for a product? A. reminder B. informative C. persuasive D. entertainment E. narrative

B.

What is the most common type of sales promotion? A. rebates B. samples C. loyalty programs D. coupons E. contests and sweepstakes

D.

As a sales promotion tactic, why do marketers prefer using rebates? A. because customers often fail to redeem them B. because they are easy for the customer to use C. because they offer the customer a chance to actually try the product D. because they offer incentives that encourage satisfied customers to become repeat customers E. because they are most effective on everyday purchases

A.

When marketers segment consumers by the type of radio station they listen to and then air their advertisements accordingly, it is a form of A. narrowcasting. B. podcasting. C. simulcasting. D. prospecting. E. concentrating.

A.

One of the advantages of radio as an advertising medium is that it A. is audio-only. B. has a long exposure time. C. is good for complex messages. D. is cost-effective. E. doesn't require marketers to segment an audience.

D.

High cost is the biggest disadvantage to which form of advertising? A. radio B. television C. magazine D. billboard E. Internet

B.

Which of the following is a nontraditional form of advertising? A. advertisements that are painted on the side of a building B. advertisements that are embedded within a video game C. advertisements that are flown from the back of an airplane D. advertisements that show up on web pages E. advertisements that are placed on the top of taxi cabs

B.

Which public relations tool provides a forum for the organization to share with its stakeholders what it has achieved over the past year? A. speeches B. annual reports C. sales presentations D. blogs E. brochures

B.

In which closing method does the salesperson solicit customer reaction without asking for the sale directly? A. summarization close B. solicitation close C. trial method D. indirect method E. assumptive close

C.

Billboards, skywriting, and ads on the sides of buses are all forms of A. mobile advertising. B. print advertising. C. direct marketing. D. outdoor advertising. E. social media advertising.

D.

Sales promotions that allow consumers to accumulate points or other benefits for doing business with the same company are known as A. allowances. B. rebate programs. C. contests. D. premium programs. E. loyalty programs.

E.

The primary disadvantage of the percentage-of-sales budgeting method occurs when A. a firm's sales increase. B. money is leftover when the budgeting period ends. C. there is not enough time to properly execute the method. D. demand for the firm's products increase. E. a firm's sales decline.

E.

Tristan has been calling on the same customer for years. He handles all of the company's orders and quickly resolves any issues that may come up. On occasion, Tristan takes some of the company employees out to dinner and has even given them tickets to local sporting events. Tristan is involved in A. relationship selling. B. multi-level marketing. C. loyalty selling. D. publicity. E. public relations.

A.

Which of the following is NOT a disadvantage of outdoor advertising? A. relatively high cost B. wasted coverage C. short exposure time D. limited space for messages E. difficulty in reading the message

A.

At a local fair, Ford hosted a booth and brought several models of its cars for customers to sit in and look at up close. Customers were then encouraged to fill out a comment card letting Ford know what their favorite model car was. At the end of the fair, one comment card would be chosen by the company and that person would win the car of their choice. This is an example of A. a coupon. B. a sweepstakes. C. a contest. D. a premium. E. a deal.

B.

Compare the following forms of advertising and select the medium that is generally the cheapest form. A. television advertising B. outdoor advertising C. radio advertising D. newspaper advertising E. magazine advertising

B.

Compare the following statements made by a salesperson and select the one that exemplifies handling objections by denial. A. Yes, our service time is slower but our service staff has won the Best Service in the Industry award for the past 5 years. B. It simply is not accurate to claim that our product is a copycat of XYZ brand. We have a patent showing how our product is considerably different. C. We can discuss the product's warranty in a few minutes, but first let me explain one more important benefit of the product. D. Yes, our prices are higher, but our product has been proven to be more efficient. E. If I may take just a moment to ask about your production needs, we can then talk about the various delivery options.

B.

Direct marketing refers to advertising that A. seeks to keep the product before the public in an effort to reinforce previous promotional activity. B. communicates directly with consumers and organizations in an effort to provoke a response. C. is used in the introductory stage of the product life cycle to attempt to develop initial demand for a product. D. combines various forms of promotion strategies into a coordinated collection sharing a single theme. E. attempts to increase demand for an existing product when competition is at its highest.

B.

High-involvement consumer products, such as a house or a car, benefit most from which form of advertising? A. radio B. print C. television D. outdoor E. mobile

B.

In the early 2000s, the Mattel Company was faced with a major problem with some of its toys due to faulty magnets and high levels of lead-based paint. When the company realized it was facing a serious problem, it immediately involved federal agencies on product safety, recalled millions of toys from the shelves, and launched a massive campaign to inform consumers about the recall. In addition, the company set up a crisis link on its webpage and posted updates regularly. Mattel's actions can be classified as A. negative publicity. B. crisis management. C. consumer fraud. D. direct marketing. E. poor public relations.

B.

In which step of the personal-selling process would you identify key decision makers, review account histories and prepare a sales presentation? A. the prospecting step B. the preapproach step C. the qualifying step D. the approach step E. the presentation step

B.

Marketers divide magazines into two categories: A. informative and entertainment. B. business and consumer. C. trade publications and general-interest publications. D. men's and women's. E. general-interest and specific-interest.

B.

Nonpersonal promotional communication about goods, services, or ideas that is paid for by the firm identified in the communication is referred to as A. publicity. B. advertising. C. personal selling. D. direct marketing. E. sales promotion.

B.

One advantage to using magazines as an advertising medium is A. the relatively short timeframe necessary to place an ad. B. its ability to target specific audiences. C. the control marketers have over ad placement. D. the quick turnaround between ad creation and ad placement. E. its use as a primary information source.

B.

The most widely used budgeting approach is the A. affordable method. B. percentage-of-sales method. C. objective-and-task method. D. principal accounting method. E. cost-per-media method.

B.

The two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to influence the customer's purchase decision is referred to as A. advertising. B. personal selling. C. sales promotion. D. public relations. E. publicity.

B.

What is the major disadvantage of publicity as a promotion mix tool? A. It is a very costly option. B. There is less control over how the information is presented. C. It cannot be presented through multiple media sources. D. It is time-consuming for the marketer to prepare. E. It is not helpful in crisis management situations.

B.

Which element of the promotion mix refers to the set of nonpersonal communication tools designed to stimulate quicker and more frequent purchases of a product? A. advertising B. sales promotion C. Internet ordering D. personal selling E. public relations

B.

As outlined in your text, think about the percentage of global advertising delivered by each major medium. Which advertising medium is projected to see a drop in its use in the future? A. television B. magazines C. newspapers D. radio E. outdoor

C.

As outlined in your text, all of the following should be part of a great sales presentation EXCEPT A. it should explain the value proposition. B. it should assert the advantages and benefits of the product. C. It should refute any complaints or objections about the product. D. it should enhance the customer's knowledge of the company and the product. E. it should create a memorable experience.

C.

Firms typically determine their promotional budget using one of three methods: the affordable method, the percentage-of-sales-method, and the A. total sales method. B. market demand method. C. objective-and-task method. D. principal accounting method. E. cost-per-media method.

C.

The advertising technique in which a company promotes its products through appearances on television shows, movies, or other media is called A. media marketing. B. indirect marketing. C. product placement. D. co-branding. E. joint marketing.

C.

The bulk of a firm's promotion budget is allocated to A. advertising. B. personal selling activities. C. sales promotion activities. D. public relations. E. publicity.

C.

The main goal of the first step in the personal-selling process is to A. identify a firm's key decision makers. B. identify a customer's product needs. C. find qualified prospects. D. have the salesperson meet the prospective customer. E. find as many potential customers as possible.

C.

The ratio showing how often people who see an Internet ad who end up clicking on it is referred to as A. cost per click. B. cost-per-thousand impressions. C. click-through-rate. D. click-on-ratio. E. click-link-rate.

C.

Traditionally, the biggest disadvantage of radio advertising has been that radio ads A. are expensive. B. have a long exposure time. C. are audio-only. D. have a narrow transmission. E. don't allow marketers to segment audiences.

C.

What is the name of the promotional strategy that involves coordinating the various promotion mix elements to provide consumers with a clear and consistent message about a firm's products? A. integrated promotion mix B. integrated marketing concept C. integrated marketing communications D. integrated promotion concept E. integrated advertising mix

C.

Which of the following is NOT an element of the promotion mix? A. advertising B. sales promotion C. Internet ordering D. personal selling E. public relations

C.

As a promotion mix element, public relations refers to A. nonpersonal promotional communication about a firm's goods and services. B. a set of nonpersonal communication tools designed to stimulate more frequent purchases of a product. C. advertising focused on promoting the company's image with its customers. D. communication focused on promoting positive relations between a firm and its stakeholders. E. the two-way flow of personal communication between the firm and its customers.

D.

Compare the following forms of advertising to determine which one is an example of narrowcasting. A. a Super Bowl advertisement for Doritos B. an advertisement for Halloween costumes in the Sunday newspaper C. a radio broadcast for a sale at Walmart D. an advertisement for Scotts fertilizer shown on the Home and Garden Television network E. a billboard advertisement for Miller Lite beer

D.

Disseminating unpaid news items through some form of media to gain attention or support is referred to as A. public relations. B. free advertising. C. media-controlled content. D. publicity. E. sales promotion.

D.

During which step of the personal-selling process does the salesperson establish a rapport that sets a foundation for the relationship and asks open-ended questions to learn more about the prospect and his or her needs and wants? A. the prospecting step B. the preapproach step C. the qualifying step D. the approach step E. the presentation step

D.

Reminder advertising is most common during which stage of the product life cycle? A. conceptual B. introductory C. growth D. maturity E. repositioning

D.

The marketing mix element where most of an organization's communications with the marketplace occurs is A. price. B. place. C. product. D. promotion. E. position.

D.

The single most effective approach for establishing and developing a personal relationship with the customer is through A. advertising. B. sales promotion. C. publicity. D. personal selling. E. public relations.

D.

While viewing a webpage for outdoor gear, Phil noticed a graphic display advertising skateboards at low prices. When he clicked on the ad, it took him to a different website where the skateboards were listed for sale. This is an example of what type of Internet advertising? A. paid search B. direct marketing C. linked advertising D. paid display E. reminder advertising

D.

Mars, Inc., makers of Snickers candy bars launched its You're Not You When You're Hungry promotion campaign. The company's television commercials portrayed regular people disguised as celebrities behaving badly because they were hungry. Along with the commercials, print ads were released featuring inversion illusions showing the difference between someone whose hunger is satisfied and someone whose hunger is clearly not. In addition, the print ads included a coupon for a Snickers candy bar. This type of promotional strategy is referred to as A. an integrated promotion mix. B. an integrated marketing concept. C. an integrated advertising mix. D. integrated promotion communications. E. integrated marketing communications.

E.

The goal of sales promotion is to A. inform the consumer of the product's benefits. B. build a trusting relationship with a customer over a long period of time. C. promote positive relations between a firm and its stakeholders. D. promote goodwill with customers and the community at large. E. stimulate quicker and more frequent purchases of a product.

E.

The three primary objectives of an advertising campaign are A. to promote goodwill, to arouse interest, and to sell. B. to excite, to entice, and to engage. C. to inform, to entertain, and to influence. D. to entertain, to remind, and to sell. E. to inform, to persuade, and to remind.

E.

What is offered by your text as a reason for the decreased viewership of top-rated TV programs? A. the increased use of sexual innuendo in the programs B. the greater number of advertisements consumers have to watch C. the overall decline in the subject matter and acting talent in the programs D. the increased use of profanity and violence in the programs E. the greater number of channels available to consumers

E.

What is the aim of a public relations campaign? A. to coordinate promotion mix elements to provide a consistent message about the firm B. to keep the product before the public in an effort to reinforce previous promotional activity C. to communicate directly with the consumer in an effort to provoke a response D. to stimulate quicker and more frequent purchases of a product E. to promote positive relations between a firm and its stakeholders

E.

Which of the following is NOT an advantage of magazine/newspaper advertising? A. its ability for small businesses to advertise their goods to the local community B. its ability to target specific audiences C. its appeal toward high-involvement consumer products D. its potential for narrowcasting E. its use as a primary information source

E.

Which public relations tool is typically intended to inform and engage the public? A. speeches B. annual reports C. sales presentations D. blogs E. brochures

E.

You placed an order online at Staples.com for a printer and ink cartridges. As part of the checkout process, you were asked to provide your e-mail address. Now you receive e-mails from Staples.com regarding products you might like. This is an example of A. a paid display ad. B. integrated marketing communications. C. sales promotion. D. an informative advertisement. E. direct marketing.

E.

Help me! A. I need a proper meal. B. I'm about to fail all my finals. C. I'm so tired I'm about to fall asleep on my keyboard. D. My car tire has a leak. E. All of the above.

Guess