MG 334 Final Exam: Ch. 15-17

Which of the following is NOT a public relations tool? a. TV commercial b. news release c. event sponsorship d. managed social media account e. executive speech

a. TV commercial

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

a. advertising; sales promotion

Which personal selling process step may involve calling on customers without prior consent? a. approach b. prospecting c. preapproach d. making the presentation e. overcoming objections

a. approach

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

b. an accounting firm

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. straight commission compensation plan b. combination compensation plan c. straight salary compensation plan d. salary plus compensation plan e. salary benefits compensation plan

b. combination compensation plan

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

b. encourage product trial

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

b. tactile communication

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

b. viral marketing

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

c. promotion lowers prices

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. pull policy b. category management c. exclusive policy d. tying policy e. push policy

e. push policy

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

e. sales territory

During which step in the personal selling process is listening especially important? a. making the presentation b. approach c. following up d. overcoming objectives e. prospecting

a. making the presentation

Which of the following trade sales promotion methods is best suited to high-volume, high-profit, easily handled products? a. cooperative advertising b. merchandise allowance c. scan-back allowance d. dealer loader e. buy-back allowance

b. merchandise allowance

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

b. new-to-market products; expensive products

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

c. customers

Which of the following appropriation techniques is most logical? a. competition-matching approach b. percent-of-sales approach c. status quo approach d. objective-and-task approach e. arbitrary approach

d. objective-and-task approach

Which of the following is appropriate for stimulating primary demand? a. personal selling b. viral marketing c. reinforcement promotion d. comparative promotion e. new introductory promotion

e. new introductory promotion

If a company's promotional budget is extremely limited, the firm is likely to rely on _____. a. sales promotion b. advertising c. kinesic promotion d. public relations e. personal selling

e. personal selling

Which of the following is NOT one of the four elements of the promotion mix? a. public relations b. personal selling c. advertising d. sales promotion e. pioneer promotion

e. pioneer promotion

Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs? a. proxemic communication b. sales promotion c. advertising d. personal selling e. public relations

e. public relations

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

a. channel capacity

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

a. integrated marketing communications

Which of the following publicity-based public relations tool is most common? a. news release b. captioned photograph c. letters to the editor d. feature article e. press conference

a. news release

Which of the following focuses on a product category rather than a specific brand? a. pioneer advertising b. advocacy advertising c. competitive advertising d. comparative advertising e. product advertising

a. pioneer advertising

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. advertising d. personal selling e. sales promotion

a. product placement

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

a. receiver

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

a. retain loyal customers

Which of the following involves the salesperson joining with people from the firm's financial, engineering, and other functional areas? a. team selling b. relationship selling c. missionary selling d. traditional selling e. sales force management

a. team selling

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

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

Which of the following support personnel or take orders, follow up on deliveries, and provide technical information? a. technical salespeople b. inside salespeople c. trade salespeople d. support personnel e. missionary salespeople

b. inside salespeople

Which of the promotion methods is the most precise? a. public relations b. personal selling c. advertising d. publicity e. sales promotion

b. personal selling

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 b. public relations c. sales promotion d. advertising campaign e. personal selling

b. public relations

Which of the following trade sales promotion methods is appropriate when personal selling is an important part of the marketing effort? a. free merchandise b. push money c. buy-back allowance d. dealer loader e. merchandise allowance

b. push-money

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. competitive advertising b. product advertising c. comparative advertising d. pioneer advertising e. institutional advertising

c. comparative advertising

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. sweepstakes b. consumer contest c. consumer game d. coupon e. rebate

c. consumer game

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. cooperative advertising b. dealer loader c. free merchandise d. buying allowance e. dealer listing

d. buying allowance

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

d. compensation method

Which of the following is the most widely used sales promotion technique? a. premiums b. incentives c. samples d. coupons e. rebates

d. coupons

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. advertising d. personal selling e. sales promotion

d. personal selling

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. closing the sale b. approaching c. presenting d. prospecting e. following up

d. prospecting

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. communications audit b. social audit c. environmental monitoring d. public relations audit e. environmental scanning

d. public relations audit

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. support person b. missionary salesperson c. inside salesperson d. technical salesperson e. trade salesperson

d. technical salesperson

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. missionary salespeople b. trade salespeople c. technical salespeople d. support personnel e. inside salespeople

d. trade salespeople

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

e. extra purchasing incentives

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. recall c. continuous d. pulsing e. flighting

e. flighting

Which of the following is the most expensive sales promotion method? a. consumer contests b. coupons c. point-of-purchase materials d. premiums e. free samples

e. free samples

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

e. headline

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

e. long-term perspective

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

e. lower prices

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

e. native advertising

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. feature article; captioned photograph. b. event sponsorship; captioned photograph. c. press release; TV commercial. d. press release; even sponsorship. e. press release; captioned photograph.

e. press release; captioned photograph

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. aided recall test b. unaided recall test c. consumer jury d. pretest e. recognition test

e. recognition test

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

e. target audience

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

e. word-of-mouth communication