Marketing Final Quiz Questions
Which type of advertising is important for mature, established brands?
Reminder
__________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service.
Sales promotion
Which execution style shows one or more "typical" people using the product in a normal setting?
Slice of life
What is meant by the term "the Internet of Things" (IoT)?
That everyone and everything may soon be connected digitally
Which of the following statements about public relations is correct?
The lines between advertising and public relations are becoming more and more blurred.
What is the goal of integrated marketing communications?
To deliver clear, consistent, and compelling company and brand messages.
Advertising objectives can be classified based on three primary purposes. What are the three purposes?
To inform, persuade, or remind
Regardless of the size of the budget, to succeed, advertising must engage consumers and __________.
communicate well
In selecting a media vehicle, media planners need to determine the cost of the vehicle's reach. To measure this, they use a method known as __________.
cost per 1,000
Advertising appeals should have three characteristics. These characteristics are __________.
to be meaningful, to be believable, and to be distinctive
When the only goal of personal selling is to close a sale, a company is using a(n) __________ approach.
transaction-oriented
One framework for designing an effective message is the AIDA model. In the AIDA model __________.
Attention leads to interest, and which hopefully leads to desire then action.
Which of the following would represent a niche online social networking site?
Birdpost
Which of the following is a potential disadvantage to using blogs for marketing?
Blogs are a user-controlled medium
__________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.
Buzz marketing
Using a push strategy, a firm directs its promotional efforts toward __________.
Channel members
One reason there is a need for integrated marketing communications is that __________.
Consumers don;t distinguish between content sources the way marketers do.
What are the three major factors identified in the text that are changing today's marketing communications landscape?
Consumers, marketing strategy, and digital technologies
Procter & Gamble organizes its sales reps into teams, and each team is assigned to a major account (such as Safeway or Walmart). Which type of sales force structure is P&G using in this example?
Customer
What is the first decision made in sales force management?
Designing sales force strategy and structure
Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
Direct and digital marketing
Direct mail is well suited for which of the following?
Direct, one-to-one communications
What are the two main forms of online advertising?
Display ads and search-related ads
In the content of a message, marketers often use __________ appeals such as joy, love, humor, fear, and guilt.
Emotional
Sales reports, call reports, and expense reports are all used in the process of __________ salespeople.
Evaluating
Which of the following is an objective for business promotions?
Generating business leads
Which promotional tool includes presentations, trade shows, and incentive programs?
Personal selling
Which of the following statements regarding catalog marketing is correct?
Printed catalogs can drive online and mobile sales
__________ identifies qualified potential customers and is the first step of the personal selling process.
Prospecting
What are the four elements of a compensation plan for salespeople?
A fixed amount, a variable amount, stock ownership, and fringe benefits
Which of the following would NOT be a consideration for decision making in designing the full sales promotion program?
How to set it apart from other promotion mix elements
Which of the following statements about advertising is correct?
In addition to businesses, advertising is used by many types of organizations.
Which of the following correctly identifies what direct and digital marketing offer sellers?
Inexpensive, efficient, and fast
Which of the following statements about personal selling is correct?
Many customers are unable to distinguish the salesperson from the company
Which of the following statements about setting an advertising budget is correct?
New products typically need relatively large advertising budgets to build awareness and to gain consumer trial.
Which of the following correctly identifies forms of digital direct marketing?
Online marketing, social media marketing, and mobile marketing
A recent study showed that more than two-thirds of advertisers are planning video ad campaigns that stretch across multiple viewing platforms. This is called __________.
Video convergence
Some companies still treat sales and marketing as separate functions. One effect this can have is to __________.
damage customer relationships
One primary PR responsibility is to create content that __________.
is more entertaining than an advertising campaign.
To avoid being intrusive and annoying, most legitimate email marketers practice __________, which means sending email pitches only to customers who "opt in."
permission based email marketing