Marketing 13, 14, 15, 16 test bank (copied)
What is one of the primary goals of reminder advertising? A) maintain customer relationships B) build brand preference C) correct false impressions D) inform the market of a price change E) restore company image
A
Which major promotion category makes use of displays, discounts, coupons, and demonstrations? A) sales promotion B) direct marketing C) publicity D) public relations E) advertising
A
Which of the following best explains why companies are adopting the team selling approach to service large, complex accounts? A) Products have become too complicated for one salesperson to support. B) Customers prefer dealing with many salespeople rather than one sales representative. C) Salespeople prefer working in groups because of the opportunity for flex hours and job sharing. D) A group of salespeople assigned to one account is cost effective for corporations. E) Fewer skilled salespeople are working in the high-tech industry.
A
Which of the following elements of the promotion mix involves making personal connections with customers for the purpose of making sales? A) personal selling B) advertising C) e-commerce D) publicity E) public relations
A
) ________ sell standard merchandise at lower prices by accepting lower margins and selling higher volume. A) Merchant wholesalers B) Discount stores C) Full-service retailers D) Limited-service retailers E) Factory outlets
B
According to research by the Gallup polling organization, which of the following is one of the four key talents a successful salesperson must possess? A) managerial skills B) disciplined work style C) aggressive personality D) technological know-how E) fluency in a second language
B
Advertising is used mostly by which of the following? A) governments B) business firms C) social agencies D) independent professionals E) not-for-profit organization
B
All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one? A) TV ad spending is rising at a slower rate than online ad spending. B) TV and other mass media no longer capture the lion share of promotional budgets. C) Many viewers are using video streaming or DVRs. D) Mass media costs are rising. E) TV audience size is on the decline
B
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) advertising C) direct marketing D) personal selling E) public relations
B
Competitive parity and objective-and-task are two options for ________ made when developing an advertising program. A) sales objectives B) budget decisions C) message decisions D) media decisions E) advertising evaluations
B
Members of a company's ________ conduct business from their offices using telephones, e-mails, or visits from prospective buyers to generate sales. A) outside sales force B) inside sales force C) complex sales force D) customer sales force E) product sales force
B
Specialty stores carry ________ with ________ within them. A) convenience items; mostly staples B) narrow product lines; deep assortments C) narrow product lines; shallow assortments D) wide product lines; shallow assortments E) wide product lines; deep assortments
B
The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix? A) product B) competitor C) price D) place E) promotion
B
The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. A) direct marketing B) sales promotion C) personal selling D) public relations E) publicity
B
To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________. A) advertising agency B) marketing communications director C) public relations specialist D) personal sales force E) media planner
B
What is the term used to identify the individuals in a company who travel to call on customers in the field? A) product sales force B) outside sales force C) inside sales force D) complex sales force E) customer sales force
B
When a company sets out to analyze, plan, implement, and control sales force activities, the company is undertaking ________. A) sales design B) sales force management C) group sales efforts D) co-op selling and advertising E) promotional objectives
B
When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used. A) persuasive B) informative C) comparative D) patronage E) institutional
B
Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet? A) sales promotion B) direct marketing C) publicity D) public relations E) advertising
B
Which of the following is NOT a major category in a company's promotion mix? A) sales promotion B) strategic positioning C) direct marketing D) public relations E) advertising
B
Which of the following is the most likely result of reducing brand-building advertising for a product? A) reduced short-term sales B) reduced long-term market share C) improved brand image D) increased short-term sales E) increased long-term market share
B
Which of the following types of retailers likely requires their employees to focus most on assisting customers as they shop? A) self-service retailers B) full-service retailers C) off-price retailers D) limited-service retailers E) megaretailers
B
Which type of store carries a wide variety of product lines and differentiates itself through service, but has been squeezed in recent years between more focused and flexible specialty stores on the one hand and more efficient, lower-priced discounters on the other? A) chain B) department C) factory outlet D) merchant wholesaler E) independents
B
________ are flourishing due to increased use of market segmentation and market targeting. A) Chain stores B) Specialty stores C) Superstores D) Discount stores E) Off-price store
B
________ includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use. A) Franchising B) Retailing C) Brokering D) Wholesaling E) Disintermediatio
B
________ is the basis of all discount operations and is typically used by sellers of convenience goods. Retailers offering this level of service require customers to perform their own "locate-compare-select" process in order to save money. A) Limited-service B) Self-service C) Full-service D) Specialty-service E) Wholesaling
B
A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) direct marketing B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing
C
A company's total marketing communications package consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) the communications method B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing
C
All of the following are disadvantages of the team selling approach EXCEPT which one? A) Selling teams can overwhelm customers. B) Many salespeople are unaccustomed to working with others. C) Selling teams decrease costs. D) Individual contributions and compensations can be difficult to assess. E) Most salespeople are trained to excel in individual performance.
C
An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________. A) convince B) compete C) remind D) explain E) encourage
C
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) direct marketing C) advertising D) personal selling E) public relations
C
At Neiman Marcus, a first-class department store, customers shop for high-end products and have come to expect assistance in every phase of the shopping process. Neiman Marcus is a ________. A) self-service retailer B) limited-service retailer C) full-service retailer D) specialty store E) power center
C
Companies often fail to integrate their various communications to consumers because ________. A) historically consumers have been able to distinguish between message sources B) advertising departments are reluctant to work with public relations professionals C) communications often come from different parts of the company D) personal selling and sales promotion are in direct conflict E) they have overemphasized the concept of brand contac
C
Companies that use a customer sales force structure organize their salespeople by ________. A) product B) territory C) industry D) demand E) hierarchy
C
Early ________ cut expenses by offering few services and operating in warehouse-like facilities in low-rent, heavily traveled districts. A) chain stores B) factory outlet malls C) discount stores D) off-price retailers E) full-service retailers
C
Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands. A) informative B) reminder C) comparative D) POP promotion E) institutional
C
Some large corporations have developed ________ to help determine the optimal investment across various media; such tools are useful when determining the relationship between promotional spending and brand sales. A) impact studies B) sales techniques C) statistical models D) advertising budgets E) advertising strategies
C
The growing trend of using a group of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts is known as ________ selling. A) department B) multiple C) team D) personal E) complex
C
To reduce time demands on their outside sales forces, many companies have increased the size of their inside sales forces, which include technical support people, sales assistants, and ________. A) retail supervisors B) sales managers C) telemarketers D) accountants E) programmers
C
Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information. A) marketing communications B) direct marketing C) the Internet and other technologies D) mass market media E) informative advertising
C
Which type of stores usually carry more specialty goods for which customers like to be "waited on" and have much higher operating costs, which are passed along to the customer? A) self-service stores B) category killer stores C) full-service stores D) independent stores E) specialty-service retailers
C
________ involves two-way, personal communication between salespeople and individual customers, either in person, by telephone, or through Web conferences. A) Advertising B) Public relations C) Personal selling D) Telemarketing E) Integrated marketing communication
C
________ retailers in the United States are growing faster than product retailers. A) Discount B) Merchant C) Service D) Specialty E) Off-price
C
) All of the following are considered advantages of a territorial sales force structure EXCEPT ________. A) travel expenses can be minimized B) each salesperson's job is clearly defined C) accountability is clearly defined for each salesperson D) salespeople develop in-depth knowledge of a product line E) salespeople have the opportunity and incentive to build strong relationships with customers
D
A ________ is an individual acting on behalf of a company who performs one or more of the following activities: prospecting, communicating, servicing, and information gathering. A) press agent B) media planner C) marketing director D) salesperson E) publicist
D
A product in the maturity stage will often require ________ advertising. A) informative B) comparative C) persuasive D) reminder E) cooperativ
D
All of the following are problems associated with the poor selection of salespeople EXCEPT ________. A) lower sales B) costly turnover C) less productivity D) less office support E) disrupted customer relationships
D
Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies. A) marketing; media B) media; sales C) narrowcasting; broadcasting D) broadcasting; narrowcasting E) advertising; word-of-mouth
D
In recent years, ________ has been growing fast. This includes selling to final consumers through direct mail, catalogs, telephone, and the Internet. A) social marketing B) shopper marketing C) franchising D) nonstore retailing E) e-commerce
D
Reach, frequency, and impact are all ________ made when developing an advertising program. A) sales objectives B) budget decisions C) message decisions D) media decisions E) advertising evaluations
D
What is a potential problem associated with comparative advertising? A) Consumers confuse the positive and negative aspects of the brands involved in the ad war. B) Competitors develop new and improved products in an attempt to win the advertising contest. C) Consumers are bombarded with competing ads, which cause them to leave the market completely. D) Competitors respond with their own ads, which often result in negative publicity for both brands. E) Consumers alternate between competing products and never develop brand loyalties.
D
Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? A) sales promotion B) personal selling C) direct marketing D) public relations E) advertising
D
Which of the following is NOT a disadvantage of a product sales force structure? A) extra selling costs involved with multiple sales visits from separate divisions B) overlapping use of resources with big customers C) salespeople spending time to see the same customer's purchasing agents D) increased customer delivery time E) B and C
D
Which of the following is NOT a factor in the changes occurring in today's marketing communications? A) Mass markets have fragmented, and marketers are shifting away from mass marketing. B) Improvements in communication technologies are changing how companies and customers communicate with each other. C) Companies routinely invest millions of dollars in the mass media. D) Mass media no longer capture the majority of promotional budgets. E) Today's consumers are better informed about products and services.
D
Which of the following is NOT an example of a specialized and highly targeted media that an advertiser might use to reach smaller customer segments? A) cable television channels B) e-mail C) cell phone content D) network television E) online social networks
D
Which of the following is an objective of informative advertising? A) build brand preference B) change customer perceptions of brand value C) encourage customers to switch brands D) suggest new uses for a product E) keep brand in customer minds during off-season
D
Which type of retailer tends to be the most frequently shopped? A) convenience stores B) department stores C) superstores D) supermarkets E) off-price retailers
D
Which type of store is much larger than regular supermarkets and offers a large assortment of routinely purchased food products, nonfood items, and services? A) category killer B) chain C) factory outlet D) superstore E) off-price
D
Whom do members of a sales force typically represent? A) They represent the company to customers. B) They represent the company to investors. C) They represent the customer to the company. D) A and C E) all of the above
D
________ are facing slow sales growth because of slower population growth, increased competition, and the rapid growth of out-of-home eating. A) Convenience stores B) Department stores C) Chain stores D) Supermarkets E) Hypermarket
D
________ such as Sears provide more sales assistance because they carry more shopping goods about which customers need information. Their increased operating costs result in higher prices. A) Self-service retailers B) Full-service retailers C) Off-price retailers D) Limited-service retailers E) Specialty-service retailers
D
Which of the following is an element of developing an advertising strategy? A) selecting advertising media B) using sophisticated statistical models C) setting advertising objectives D) evaluating advertising campaigns E) setting the advertising budget
A
Which of the following may require heavy advertising in order to be set apart from similar products? A) undifferentiated brands B) specialty brands C) international brands D) mature brands E) high-share brand
A
Which of the following would a company most likely use to determine sales force size? A) the workload approach B) product availability C) demographic characteristics of the sales force D) the outside sales force method E) profit margin
A
Which type of small store carries a limited line of high-turnover convenience goods and makes most of its revenues from cigarette, beverage, and gasoline sales? A) convenience B) chain C) department D) supermarket
A
Which type of store carries a deep assortment, has knowledgeable staff, and might actually be viewed as a giant specialty store? A) category killer B) chain C) factory outlet D) shopping center E) independent
A
________ have filled the ultralow-priced, high-volume gap by buying at less-than-regular wholesale prices and charging consumers less than retail. A) Off-price retailers B) Discount stores C) Convenience stores D) Chain stores E) Limited-service retailers
A
A sales assistant working for an outside sales force will most likely have all of the following duties EXCEPT ________. A) answering customer's questions when a salesperson is unavailable B) providing administrative backup C) confirming appointments D) following up on deliveries E) determining price points
E
All of the following require high advertising budgets EXCEPT ________. A) products in competitive markets B) undifferentiated brands C) new products D) low-share brands E) mature brand
E
Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________. A) equal portions of the advertising budget B) independent communications directors C) separate marketing objectives D) the same target audience E) the same message, look, and fee
E
Service retailers include all of the following EXCEPT ________. A) hotels and motels B) airlines C) movie theaters D) bowling alleys E) convenience stores
E
________ advertising becomes more important as competition increases. The company's objective is to build selective demand. A) Reminder-oriented B) Informative C) POP promotion D) Patronage E) Persuasive
E
Advertising ________ define the task that advertising must accomplish with a specific target audience during a specific period of time. A) objectives B) budgets C) strategies D) campaigns E) evaluations
A
Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________. A) communications channels that should be integrated under the concept of integrated marketing communications B) communications channels focused more on narrowcasting than broadcasting C) promotional tools used for push strategies but not pull strategies D) promotional tools used for pull strategies but not push strategies E) promotional tools adapted for use in mass marketing
A
After determining its advertising objectives, the company's next step in developing an advertising program is to ________. A) set its advertising budget B) determine the media vehicle C) use cash rebate offers D) plan its advertising campaign E) develop its message strategy
A
Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do. A) don't distinguish between message sources B) are able to differentiate among messages sources C) don't care about buzz marketing D) are not able to block out messages E) block them all ou
A
More companies are adopting the concept of ________, which carefully integrates and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. A) integrated marketing communications B) integrated personal selling C) integrated competitive methods D) nonpersonal communication channels E) buzz marketin
A
Moving away from ________, marketers have been shifting toward highly focused marketing, spawning a new generation of more specialized and highly targeted communications efforts. A) mass marketing B) advertising C) direct marketing D) pull strategies E) push strategies
A
Of the three typical types of sales force structures, which one is often supported by many levels of sales management positions in specific geographical areas? A) territorial B) product C) customer D) complex systems E) A and B
A
A company can unite its marketing and sales functions through all of the following activities EXCEPT ________. A) assigning a telemarketer the task of visiting a customer B) arranging joint meetings to clarify all aspects of communication C) appointing an executive to oversee both departments D) having a salesperson preview ads and sales-promotion campaigns E) sending brand managers on sales calls with a salesperson
A
