MKT 300 Final

Which of the following is the first step in the process of creation of an advertising campaign? A Identifying and analyzing the target audience B Creating the advertising message C Developing the media plan D Defining the ad objective

A Identifying and analyzing the target audience

Why should an advertiser pick a magazine over a newspaper as a medium of advertising? A Magazines allow demographic selectivity for target markets. B Magazines have a greater reach as they have a larger audience than newspapers. C The advertiser's product is an everyday staple that doesn't have a particular target market.

A Magazines allow demographic selectivity for target markets.

Which of the following statements is true of criticisms and defenses of promotion? A Promotion helps keep prices lower by facilitating price competition. B When promotion fails to stimulate demand, the price of the promoted product decreases. C Industry self-regulation has increased deceptive promotion. D Service stations with the highest prices always have highly visible price signs.

A Promotion helps keep prices lower by facilitating price competition.

Tiffani works for Mazda, where she works to create favorable relationships between Mazda and its customers, suppliers, employees, shareholders, the media, and other stakeholders. Tiffani is most likely employed in Mazda's _____ department. A Public relations B Marketing C Sales D Human resources E Product development

A Public relations

Limitations of using publicity-based public relations tools include all of the following except: A Reports made about companies by the media are not viewed as credible by viewers. B Media personnel must judge the message to be newsworthy. C Public relations personnel do not control the content or timing of the communication by the media.

A Reports made about companies by the media are not viewed as credible by viewers.

A firm can identify changes in public opinion that affect it by conducting___ A environmental monitoring. B consumer polling. C a consumer jury. D a communications audit.

A environmental monitoring.

___ refers to communication in news story form about the organization, its products, or both, transmitted through a mass medium at no cost. A Advertising B Publicity C Personal selling D A public service announcement

B Publicity

___ is an activity or material that acts as a direct inducement, offering added value or incentive for a product to resellers, salespeople, or consumers. A Personal selling B Sales promotion C Sponsorship D Advertising

B Sales Promotion

In the typical communication process, a receiver is the individual, group, or organization that: A uses technical jargon when communicating. B decodes a coded message. C encodes a message. D uses some form on transmission media to communicate.

B decodes a coded message.

Manufacturers' agents are intermediaries that: A receive goods on consignment from local sellers and negotiate sales in large, central markets. B represent two or more sellers and usually offer customers complete product lines. C represent either buyers or sellers on a temporary basis. D sell a whole product line or a manufacturer's entire output.

B represent two or more sellers and usually offer customers complete product lines.

A(n) _____ refers to a posttest in which respondents are asked to identify advertisements they have seen recently but are not given any clues to help them remember. A recognition test B unaided recall test C split run test D inquiry test

B unaided recall test

Creating a favorable impression and developing rapport with prospective customers is a critical part of the __ step of personal selling. A Preapproach B Prospecting C Approaching D Making the presentation

C Approaching

Which of the following approaches to determine the advertising appropriation involves a high-level executive of a firm specifying the advertising budget for an advertising campaign? A Percent-of-sales approach B Auditing approach C Arbitrary approach D Competition-matching approach

C Arbitrary approach

Which of the following research tools for evaluating public relations effectiveness involves content analysis of a message, a readability study, or a readership survey? A Social audit B Environmental monitoring C Communications audit D Literature review

C Communications audit

Which of the following types of media schedules is characterized by advertisements that run for set periods of time, alternating with periods in which no ads run? A Continuous schedule B Pulsing schedule C Flighting Schedule

C Flighting Schedule

A primary goal of routing and scheduling decisions in personal selling is to ___. A Determining the sequence in which customers will be called on B Use existing transportation facilities C Minimizes nonselling time

C Minimizes nonselling time

Which of the following is an example of support personnel? A Order getters B Inside order takers C Missionary salespeople D New-business sales personnel

C Missionary salespeople

The assumption that sales create advertising is a disadvantage of which approach to setting an advertising budget? A Arbitrary B Objective-and-task C Percent-of-sales D Match-competition

C Percent of Sales

Advertising that promotes organizational images, ideas, and political issues is known as ___ advertising. A Nonprofit B Cause C Institutional D Competitive

C Institutional

A pharmaceutical salesperson leaves free samples with a physician after the sales presentation. A Advertising B Sales promotion C Personal selling D Both sales promotion and personal selling

D Both sales promotion and personal selling

Relationship selling differs from traditional personal selling due to its: A focus on relationships and not on profits B ability to ensure no competition. C focus on short-term repeat sales. D adoption of a long-term perspective

D adoption of a long-term perspective

A major goal of integrated marketing communications is to: A improve the quality of customer service available for products in the market. B formulate a corporate strategy using marketing initiatives. C undertake cost-benefit analysis of the communications program. D send a consistent message to customers.

D send a consistent message to customers.

Which of the following is a characteristic associated with warehouse showrooms? A Several specialized services B High-cost buildings C Limited floor area D Vertical merchandise displays

D) vertical merchandise displays

_____ refers to the total amount of money a marketer allocates for advertising for a specific time period. a) Advertising appropriation b) Advertising copy c) Cost per acquisition d) Media buy e) Advertising ceiling

a) advertising appropriation

Happy Hounds and Horses is a large retailing store that has a huge collection of products for pets that are sold at low prices. This store would be an example of a _____. A category killer B specialty product retailer C warehouse club D department store

a) category killer

A(n) _____ is a self-service, general-merchandise store offering brand name and private brand products at low prices. a) discount store b) convenience store c) superstore d) department store e) warehouse showroom

a) discount store

he effective use of integrated marketing communications is based upon __. A information about customers. B consumer attitudes towards promotion. C the communication process model.

a) information about customers

Which of the following best describes the careful coordination of all promotional messages? A Integrated marketing communication B Advertising C Public relations

a) integrated marketing communication

What is the most common type of market coverage for cigarettes? a) intensive b)general c)exclusive d)selective

a) intensive

A __ shopping center is a type of shopping center that is typically open air and features upscale specialty, dining, and entertainment stores. a) lifestyle b) regional c) power d) community

a) lifestyle

___ are independently-owned businesses that take title to goods, assume risks associated with ownership, and generally buy and resell products to other wholesalers, business customers, or retailers. Correct A Merchant wholesalers B Manufacturers' agents C Commission merchants D Agents

a) merchant wholesalers

Anything that reduces a communication's accuracy and clarity is called _____. a) noise b) negative feedback c) disagreement d) dialog e) disharmony

a) noise

The contracting of physical distribution tasks to third parties who do not have managerial authority within the marketing channel is known as _____. a) outsourcing b)telecommuting c)exclusive dealing d) horizontal integration

a) outsourcing

Which element of the personal selling process involves developing a database of potential customers? a) Prospecting b) Preapproach c) Approach d) Following up e) Presentation

a) prospecting

_____ includes all transactions in which the buyer intends to consume the product through personal, family, or household use. a) Retailing b) Pricing c) Advertising d) Branding e) Packaging

a) retailing

Which of the following products uses advertising rather than personal selling? Correct A Soft drink B Industrial machinery C Real estate D Home appliance

a) soft drink

Which of the following products is most likely to be distributed through intensive distribution? a) soft drinks b) custom machine parts c) luxe automobiles d)sport equipmentt

a) soft drinks

The physical elements in a store's design that appeal to consumers' emotions and encourage buying are collectively known as the store's ___. a) ambience b)atmospherics c)logistic d) layout

b) atmospherics

Dell laptops and desktops are some of the most favored computer products both in and outside the United States. The firm sells to individual buyers directly while offering the option of customizing their computers to suit customer requirements. It also markets its laptop and desktop range through company-owned stores as well as via retail outlets such as Best Buy. This distribution strategy used by Dell through multiple marketing channels is known as: a) just-in-time strategy. b) dual distribution. c) strategic channel alliance. d) personal selling. e) exclusive distribution.

b) dual distribution

An arrangement where a product forbids an intermediary to carry products made by competing manufacturers is called __. a)exclusive distribution. b)exclusive dealing. c)a tying agreement. d)refusal to deal.

b) exclusive dealing

Which of the following retail organizations is said to combine the supermarket and discount store shopping in one location? a) Warehouse showrooms b) Hypermarkets c) Category killers d) Warehouse clubs e) Department stores

b) hypermarkets

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

b) integrated marketing communications

most marketing channels have marketing intermediaries. A marketing intermediary's role is to a)link wholesalers to other wholesalers. b)link producers to other middlemen or to consumers. c)always sell products to wholesalers. d)not take title to products. always sell products to retailers.

b) link producers to other middlemen or consumers

_____ refers to paid personal communication that attempts to inform customers and persuade them to buy products in an exchange situation. a) Advertising b) Personal selling c) Public relations d) Sponsorship e) Publicity

b) personal selling

A food manufacturing company that manufactures processed foods is trying to increase sales of its products by making them available in all general and convenience stores rather than just in supermarkets and large department stores. What type of utility is the company trying to create in this case? a) time utility b) place utility c)form utility d) possession utility

b) place utility

________ refers to demand for a product category rather than for a specific brand of product. a) Derived demand b) Primary demand c) Aggregate demand d) Selective demand e) Notional demand

b) primary demand

________ refers to a sales manager's responsibility that involves developing a list of qualified applicants for sales positions. a) Prospecting b) Recruiting c) Closing d) Onboarding e) Mentoring

b) recruiting

Transportation is the least expensive distribution function. a) true b)false

b)false

Any form of paid nonpersonal communication that identifies the sponsor company is called ___. A publicity B personal selling C advertising D promotional mix

c) advertising

When a company promotes its position on a public issue, this is specifically referred to as ______ advertising. a) institutional b) product c) advocacy d) issue e) competitive

c) advocacy

__ are intermediaries that represent buyers and sellers on a permanent basis. a)desk jobbers b)brokers c)agents d) drop shippers

c) agents

_____ refers to a retail strategy of managing groups of similar, often substitutable products produced by different manufacturers. A Demand management B Sales management C Category management D Product management

c) category management

A(n) __ is a self-service, general-merchandise store offering brand name and private brand products at low prices. A Superstore B Specialty store C Discount store D Department store

c) discount store

When only one outlet in a relatively large geographic area is used to distribute a product that is consumed over a long period of time, a(n) ___________ channel arrangement is developed. a) intensive b)general c)exclusive d)selective e)physical

c) exclusive

3. Which of the following supply chain activities refers to the total set of managerial activities used by an organization to transform resource inputs into products, services, or both? a) Channel management b) Logistics management c) Operations management d) Supply management e) Marketing management

c) operations management

The target audience for an advertising campaign is the a) information base on which to develop the campaign. b) geographic distribution of persons. c) people toward whom the advertisements are directed. d) overall goal of the advertising campaign. e) sales objective to be achieved by the campaign.

c) people toward whom the advertisements are directed.

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of a) the vice president of sales. b) manipulation. c) promotion. d) information. e) sales promotion.

c) promotion

Any organization that purchases products for the purpose of reselling them to ultimate consumers is a(n) a) wholesaler. b) shopping center. c) retailer. d) intermediary. e) producer.

c) retailer

Under which of the following circumstances do courts rule tying agreements as illegal? a)When an intermediary is free to carry competing products as well b)When a company has just entered the market c)When a supplier tries to move weaker products along with more popular items d)When a company is the only supplier of a particular product in the market

c)When a supplier tries to move weaker products along with more popular items

sales force objectives are generally established for a)the organization as a whole only. b)the total sales force and for each salesperson. c)just each salesperson but not the whole sales force. d)for each department or division of the company. e)long-term but not short-term salespeople.

c)just each salesperson but not the whole sales force.

Which of the following is an example of tactile communication? a) A waitress in a restaurant nods as she recites the menu to a customer to indicate her approval of the dish. b) A customer turns around to face a salesperson to indicate his interest in the product the salesperson is selling. c) A salesperson shrugs his shoulders to indicate that he is not sure how to answer a customer's query. d) An executive shakes hands with his counterpart from the client company to seal a deal between the companies. e) A student in a classroom waves her arm in the air to indicate that she has a question for the teacher.

d) An executive shakes hands with his counterpart from the client company to seal a deal between the companies.

What type of utility is created in this case? An ATM machine is installed inside the premises of a shopping mall for the benefit of those customers who run out of cash while shopping there. A)Ownership utility B)Possession utility C)Form utility D)Place utility

d) Place utility

An agreement in which the products of one organization are distributed through the marketing channel of another organization is called ___ a)dual distribution. b)marketing intermediation. C)channel conflict. D)a strategic channel alliance.

d) a strategic channel alliance

_____ is paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media. a) Public relations b) Direct marketing c) Sales promotion d) Advertising e) Publicity

d) advertising

The supply chain includes a)producers, wholesalers, and retailers. b)suppliers, producers, intermediaries, and customers. c)suppliers and suppliers' suppliers. d)all entities that facilitate product distribution. e)buyers, seller, marketing intermediaries, and agents.

d) all entities that facilitate product distribution

McDonald's uses television to tell consumers about how they can receive free french fries with the purchase of a Big Mac. A Adversiting B Sales promotion C Personal selling D Both advertising and sales promotion

d) both advertising and sales promotion

When a manufacturer forbids an intermediary to carry products of competing manufacturers, the arrangement is known as _____. A full-line forcing B strategic channel alliance C dual distribution D exclusive dealing

d) exclusive dealing

The physical arrangement of the illustration and copy of a print advertisement is known as the _____. a) feature b) signature c) storyboard d) layout e) blueprint

d) layout

A(n) ________ is an independent businessperson who does not take title to the goods, sells complementary products of several producers in assigned territories and is compensated through commissions. a) merchant wholesaler b) broker c) industrial distributor d) manufacturers' agent e) merchandiser

d) manufacturers agent

In contrast to industrial products, consumer products are often purchased because of a) economic planning. b) necessity. c) prior planning. d) social influences. e) rational needs.

d) social influences

A(n) _____ is a temporary price reduction to resellers for purchasing specified quantities of a product. A Rebate B Premium C Buy-back allowance D Cents-off offer E Buying allowance

e) buying allowance

Personal selling goals include finding prospects, convincing prospects to buy, and a)monitoring new products being developed. b)being aware of competitors' sales activities. c)seeking one-sale customers. d)avoiding repeat transactions. e)keeping customers satisfied

e) keeping customers satisfied