MKTG 409 Exam 3
She wants you to do some type of effectiveness evaluation of the ads before the company spends a lot of money running them. Which of the following evaluation techniques should you use?
A consumer jury
Which is the BEST example of noise that originates with the receiver in the communication process?
Aaron simply tunes out pop-up ads on the internet so that they dont even enter his awareness.
Staple's use of email to carry its advertising messages to its business customers is which component of the communication process?
Communication channel
Which of the following is NOT a factor affecting the routing and scheduling of sales calls?
Compensation method
Which of the following is the best example of the promotional objective of combating competitive promotional efforts?
Ford truck vs. dodge truck towing
Which of the following is NOT a public relations tool?
TV commercial
A dealer loader is
a gift to a retailer who purchases a specified quantity of merchandise.
Penny promotes pharmaceuticals to pharmacies and doctor's offices. She is best categorized as
a missionary salesperson
Coupons have questionable sources as an incentive for consumers to try a new brand or product for all of the following reasons except:
about 3/4 of coupons are redeemed by people already using the brand on the coupon.
Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient? a) Advertising b) Public relations c) Sales management d) Sales promotion e) Personal selling
advertising
one of the biggest problems associated with ____ as an element of promotion is high absolute dollar outlay often required.
advertising
When a product's target market consists of millions of customers, organizations tend to rely on ___ and ___.
advertising; sales promotion
____ offers the potential benefits or cost efficiency, repetition, and adding product value, while ____ is one of its disadvantages.
advertising; slow feedback
When a company promotes its position on a public issue, this is specifically referred to as ______ advertising.
advocacy
When mini cooper ran an advertising campaign featuring the slogan "Texting and Driving Dont Mix" it was using
advocacy advertising
Which of the following is NOT one of the developers of an advertising campaign?
an accounting firm
Developing a relationship on the first visit is becoming increasingly important in the _____ stage of the personal selling process.
approach
Which personal selling process step may involve calling on customers without prior consent?
approach
astrid is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listener's attention on the radio, it will be important for her to
be both informal and conversational in tone
_____ is a sum of money that a producer gives to a reseller for each unit the reseller buys after an initial promotional deal is over.
buy-back allowance
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:
buying allowance
Elias, a sales rep, is returning from a week on the road. One of his activities this week is to develop _______, which are designed to identify the customers called on and to present detailed information about interactions with those clients.
call reports
The limit on the volume of information a communication channel can handle effectively is known as _____.
channel capacity
Maria receives a fixed salary plus a commission based on sales volume after she sells $20k of merch. Which best describes her compensation?
combination compensation plan
which of the following contrasts the promoted brand with one or more identified company brands on the basis of one or more product characteristics?
comparative advertising
To boost sales, ACME Corp. launched a sales promotional 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 _____.
consumer game
The difference between consumer sales promotion methods and trade sales promotion is
consumer sales promotion, focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and relatives to carry the product.
The three general types of media schedules are
continuous, pulsing, flighting
Which of the following would most likely fall under the responsibility of an advertising agency?
copywriting and artwork
Which of the following is the most widely used sales promotion techniques?
coupons
You and your marketing team are conducting a series of focus groups with potential customers of a new product your firm is launching next year. The purpose of these focus groups is to find out what potential customers consider most important in the selection and use or this new product. Which steps are you reforming?
creating the advertising platform
Which of the following is the most important distribute of a ratings website?
credibility
Vanessa works as a salesperson and spends most of her time focusing on existing accounts, calling people to follow up on previous sales to see if they are interested in making an additional purchase. Vanessa's job function is best described as
current-customer sales
A major goal of integrated marketing communications is to:
customers
After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by
defining the advertising objectives
In order to show consumers how well its blenders work and to stimulate sales, Vitamix often sets up temporary booths in stores where they have someone using the blender in a variety of ways. Example of
demonstration
Which of the following is the best example of a well stated sales objectives?
each salesperson should bring $25k in new sales by November 15th
Some types of promotion - such as free samples, coupons, test drives, or limited free-use offers, contests, and games are employed to:
encourage product trial
Sales promotion can increase sales by providing_____.
extra purchasing incentives
To have some of its cereal highlighted in an ad mailed out by Kroger, Kellogg agreed to pay a portion of Kroger's cost associated with the ad mailer, Kellogg's payment is designed to _____.
facilitate reseller support
Hallmark is using a strategy of running ads for set periods of times, alternating with periods in which no ads run. This is best described as _____.
flighting
Which of the following is the most expensive sales promotion method?
free samples
The maker's of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new ad about ten times. This is advertising ____.
frequency
Which is most likely to stimulate customer loyalty?
frequent-user incentives
A common form of tactile communication in U.S. business activities is a) hugging. b) kissing. c) handshaking. d) eye contact. e) head nodding.
handshaking
For communication to occur, both the sender and receiver of information must
have a common understanding of the meaning of symbols, words, and pictures used to transmit information
The most critical copy in an ad is the _____.
headline
To prevent on favorable public relations or at the least lessen its effect, the first thing a firm should do is ____.
implement safety programs, inspections, training, and effective quality control procedures.
Which of the following support personnel or take orders, follow up on deliveries, and provide technical information?
inside salespeople
Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called _____ advertising.
institutional
____ advertising support organizational images, ideas, and political issues while _____ advertising touts the uses, features, and benefits of goods and services.
institutional; product
Urban Outfitters is coordinated promotion and other marketing efforts to ensure maximum informational and persuasive impacts on customers. This is best described as:
integrated marketing communications
A major disadvantage of personal selling is that it:
is very expensive per contact
Personal selling goals include finding prospects, convincing prospects to buy, and
keeping customers satisfied
Head nodding, winning, hand gestures, and arm motions are all forms of ____ communication.
kinesic
A salesperson will be better able to determine the prospect's specific needs by a) listening carefully to questions and comments and watching reactions during the sales presentation. b) waiting until after the sale to see how the client is enjoying the use of the product. c) doing extensive research before the approach and making the sales presentation without adjustment. d) using trial closings throughout the sales presentation. e) making a very thorough and detailed sales presentation about the products and services being offered.
listening carefully to questions and comments and watching reactions during the sales presentation
Inside salespeople focus on _____, whereas outside salespeople are more _____.
locating prospects and building goodwill; consultative
Relationship selling differs from traditional personal selling due too its adoption of a(n) ______.
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, over head, and marketing costs, which can result in ____.
lower prices
During which step in the personal selling process is listening especially important?
making the presentation
A list of exact magazines, newspapers, and TV stations, in which an ad will appear along with the dates and times is an ____.
media plan
which of the following trade sales promotion methods is best suited to high-volume, high-profit, easily handled products?
merchandise allowance
Parker is a sales rep for Kashi. Each week he plans for visiting clients out in the field to a routing and scheduling decisions systems. Parker knows that one of the primary goals of routing and scheduling decisions in personal selling is to
minimize non-selling time
Digital advertising that matches the appearance and purpose of the content in which it is embedded is called ____.
native advertising
recruiting and selection of salespeople should include enough steps to yield the information needed to make accurate selection decisions. However, the stages of the process should be sequenced so that the more experienced steps are
near the end
Which of the following is NOT one of the four elements of the promotion mix?
new introductory promotion
Which of the following is appropriate for stimulating primary demand?
new introductory promotion
word-of-mouth communication is most effective for ____ and ____.
new-to-market products; expensive products
Which of the following publicity-based public relations tool is most common?
news release
Scout is watching the 6 o clock news as he prepares dinner. As commercial breaks come on, Scout's dinner preparation would be considered _____ in the communication process.
noise
Which of the following appropriation techniques is most logical?
objective-and-task approach
If a company's promotional budget is extremely limited, the firm is likely to rely on ___.
personal selling
Rosalie is a sales consultant for Avon Cosmetics. This illustrates ____.
personal selling
Which of the following is the most important with business to business transactions involving the purchase of expensive products?
personal selling
Which of the promotion methods is the most precise?
personal selling
Which of the following focuses on a product category rather than a specific brand?
pioneer advertising
The two major types of product advertising are
pioneer and competitive
Before contacting prospects, a salesperson for an industrial cleaning equipment company analyzes information about the prospects' product needs, feelings about brands, and personal characteristics. This process is called a) prospecting. b) preapproach. c) approaching the customer. d) sales training. e) sales planning.
preapproach
Introducing a new product, it sends out a single page with type written copy containing 300 words or fewer and describing a company event or product is called a _____.
press release
Which of the following has become important due to the increasing fragmentation of TV viewers who have ever-expanding viewing options and tech that can screen advertisements?
product placement
Which of the following is NOT a public relations tool?
product sample
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 os the role of
promotion
United airlines began offering sales to flights to south America and Europe. It started promoting these lower-cost flights heavily on TV and in print. Not to be outdone, Delta started offering its own sales at prices even lower. This refutes which of the following criticisms of promotion?
promotion increased prices
Which of the following is not one of the criticisms of promotion cited in your test?
promotions lower prices
To maximize promotional effectiveness, marketers must strive to
property plan, implement, coordinate, and control communications
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 ______.
prospecting
Kevin Esposito, a salesperson for O'Malley office products, develops a list of potential customers and evaluates them on the basis of their ability, willingness, and authority to purchase copy machines. This process is called _______.
prosperity
Malik works for F1 where his responsibility includes maintaining favorable relations between the organization and it's stakeholders. Malik is most likely employed in
public relations
Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders?
public relations
Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs?
public relations
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?
public relations audit
TJ Maxx, an off-price retailer featuring clothing and housewares, communicates in news story form about its organizations and its efforts to support local children's hospitals - this information is transmitted through mass media at no charge and its therefore called
publicity
which of the following trade sales promotion methods is appropriate when personal selling is an important part of the marketing effort?
push money
ACME Corp. has a promotion strategy that involves promoting its widgets through personal selling and sales promotion to be wholesalers that handle its products. Which channel promotion policy is ACME using?
push policy
The media planner's primary goal is to
reach the largest number of people in the advertising target that the budget will allow.
In the communications process, the ____ is the individual, group, or organization that decodes a coded message.
receiver
During the decoding process, the
receiver attempts to convert signs or symbols into concepts and ideas
ACME Corp. is evaluating the effectiveness of a recent campaign by showing selected consumers the actual ad and asking whether they recognize it. ACME is probably using which method to evaluate the campaign?
recognition test
John in preparing to evaluate one of his sales reps, Tessa. His evaluation of her performance led to his conclusion that she often lacked key product information. At their upcoming session, he will most likely do which?
recommend that she attends a training program
A spokesperson for Quaker Oats encourages to audiences to use its oats in the summer by using them to make healthy overnight oats, which are served cold. In this instance, Quaker is using promotion to
reduce sales fluctuations
Factors such as climate, seasons, and holidays tend to lead to the promotional objective of a) combating competitive promotional offers. b) facilitating reseller support. c) encouraging product trial. d) retaining loyal customers. e) reducing sales fluctuations.
reducing sales fluctuations
An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.
reminder
Firehouse subs is conducting a contest in which customers are asked to name a new sub. The winner gets a free sub each day for one year and an appearance in one of the TV commercials. This is the use or the ____ elements of the promotion mix.
sales promotion
_____ is an activity or material; or both, that acts as a direct inducement, offering added value or incentive for the product, to resellers, salespeople, or consumers.
sales promotion
Sales force objectives for the entire force are normally stated in terms of all of the following, except _____.
sales territory
Which of the following can be stimulated by increasing the number of products uses and promoting them through advertising campaigns, as well as through price discounts, free samples, coupons, consumer contests, and sweepstakes?
selective demand
Sales objectives can do all of the following except:
serve as a deterrent both too salespeople and their client
Anique presents an identification card at checkout and has a microcomputer attached to her tv. Information from both of these is sent to a research facility. Anique is providing
single-source data
a new soft drink company took out a national advertisement announcing its new butterscotch-flavored-soda. However, while people in one part of the country recognized they were talking about a soft drink, others believed it was an ice cream drink. The mistakes here are with the___.
source
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 person selling, handshaking is an example of:
tactile communication
The group of people whom advertisements are aimed is called the _____.
target audience
Which of the following involves the salesperson joining with people from the firm's financial, engineering, and other functional areas?
team selliing
Jim is a salesperson for Axalta. His college degree is in engineering, with a minor in physical science. Jim is most likely a
technical salesperson
Josh who has an engineering degree, gives practical assistance to ACME Corp's current customer's, advising them on product characteristics and applications, system designs, and installation procedures, Josh is best described as _____.
technical salesperson
Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?
the market size, geographic distribution, and sociocultural and demographic characteristics.
A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during a) prospecting. b) the approach. c) presentation preparation. d) overcoming objections. e) the preapproach.
the preapproach
During the personal selling process, a salesperson, if possible, should handle objections when a) they arise. b) the salesperson begins the trial close. c) the sales presentation is approximately half completed. d) when the customer appears to be unhappy or agitated. e) when the salesperson begins the sales presentation.
they arise
Which of the following are likely to restock shelves, obtain more shelf space, set up displays, provide in-store demos, and distribute samples?
trade salespeople
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 ___.
viral marketing
Which of the following types is NOT an example of noise in the communication channel?
when a source uses an emoji that are understood by the receiver
Why should a benchmark statement be included in advertising objectives? a) Shareholders want to see where a company is in relation to competition. b) It is useful in determining whether retailers have increased their sales over the year. c) It gives an indication of how the advertising message is best presented. d) Without a reference point, it is difficult to determine to what degree objectives have been accomplished. e) Objectives become more easily attainable when such a statement is included.
without a reference point, it is difficult to determine to what degree objectives have been accomplished.
Personal informal exchanges of communication that customers share with one another about products, brands, and companies are best described as ____.
word-of-mouth communication