MKTG 409 Mindtap Quizzes Exam 3

______ 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. a. A buy-back allowance b. A buying allowance c. Cooperative advertising d. Push money e. A merchandise allowance

a. A buy-back allowance

Which is the best example of noise that originates with the receiver in the communication process? a. Aroon simply tunes out pop-up ads on the internet so that they don't even enter his awareness. b. Because of poor printing, Nawar cannot read an advertisement in her local newspaper. c. A mother fails to hear a new commercial for diapers because her new baby is crying. d. Celine drives through a tunnel, and her radio signal becomes very weak. e. Emily has been studying English for two years and does not understand the symbolism being used in a commercial.

a. Aroon simply tunes out pop-up ads on the internet so that they don't even enter his awareness.

Staples' use of email to carry its advertising messages to its business customers is which component of the communication process? a. Communication channel b. Noise minimization c. Decoding process d. Sharing of meaning e. Encoding process

a. Communication channel

Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing? a. Electronic marketing b. Digital electronics c. Digital media d. Electronic processing e. Digital orientation

a. Electronic marketing

Which of the following is most likely to stimulate customer loyalty? a. Frequent-user incentives b. Coupons c. Samples d. Sweepstakes e. Premiums

a. Frequent-user incentives

Which of the following digital media tend to be more promotional oriented? a. Media-sharing sites b. Blogs c. Social networks d. Apps e. Wikis

a. Media-sharing sites

____ relates to perceptions of value and is the most flexible element of the marketing mix. a. Pricing b. Distribution c. Promotion d. Store location e. Product mix

a. Pricing

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. This is an example of a. a demonstration. b. a premium. c. a free sample. d. point-of-purchase material. e. a merchandise allowance.

a. a demonstration.

A dealer loader is a. a gift to a retailer who purchases a specified quantity of merchandise. b. an advertisement that promotes a product and identifies retailers who sell the product. c. an agreement in which a producer offers free merchandise to a retailer. d. a temporary price reduction to resellers for purchasing a certain quantity of merchandise. e. additional compensation to salespeople from the manufacturer to promote a line of goods.

a. a gift to a retailer who purchases a specified quantity of merchandise.

Penny promotes pharmaceuticals to pharmacies and doctors' offices. She is best categorized as a. a missionary salesperson. b. a technical salesperson. c. a trade salesperson. d. support personnel. e. an inside salesperson.

a. a missionary salesperson.

The car-related website and media company, Edmunds, provides reviews and ratings of vehicles and is well respected by individuals in the car industry as a neutral source. Consumers appreciate its advice and information and know they can trust Edmunds for non-biased information. In addition to its own website and magazine, Edmunds is using the ________ Pinterest to post photos and links to recent articles as well as answer questions posed by members of Pinterest. a. bulletin-board site b. wiki c. podcast d. media-sharing site e. blog

a. bulletin-board site

Forever 21, a clothing company, communicates to its target customers by advertising in magazines, offering clothing information on its website, creating a periodic online newsletter, and using Instagram and Twitter. These vehicles through which the coded message is transmitted from the source, Forever 21, to the receiver, the prospective customer, are called a. communication channels. b. decoders. c. fields of reference. d. encoders. e. relay channels.

a. communication channels.

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising a. frequency. b. reach. c. targeting. d. exposure. e. repetition.

a. frequency.

A common form of tactile communication in U.S. business activities is a. handshaking. b. kissing. c. eye contact. d. hugging. e. head nodding.

a. handshaking.

Use the following to answer the questions. The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into its website. It knows how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but it also connects you with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links, of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney. Refer to Scenario 10.1. The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of a. interactivity. b. addressability. c. control. d. accessibility. e. connectivity.

a. interactivity.

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

a. keeping customers satisfied.

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. making a very thorough and detailed sales presentation about the products and services being offered. c. waiting until after the sale to see how the client is enjoying the use of the product. d. using trial closings throughout the sales presentation. e. doing extensive research before the approach and making the sales presentation without adjustment.

a. listening carefully to questions and comments and watching reactions during the sales presentation.

Rosalie is a sales consultant for Avon Cosmetics. This illustrates a. personal selling. b. advertising. c. sales promotion. d. public relations. e. primary demand stimulation.

a. personal selling.

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 a. prospecting. b. preapproach. c. customer evaluation. d. customer search. e. customer pre-approval.

a. prospecting.

The media planner's primary goal is to a. reach the largest number of people in the advertising target that the budget will allow. b. use as many media as possible. c. achieve the appropriate message reach and frequency for the target audience while staying within budget. d. spend as little as possible. e. reach everyone in the target market.

a. reach the largest number of people in the advertising target that the budget will allow.

During the decoding process, the a. receiver attempts to convert signs or symbols into concepts and ideas. b. source converts meaning into a series of signs or symbols that represent ideas or concepts. c. intensity of the transmission becomes stronger. d. source attempts to convert signs or symbols into concepts and ideas. e. receiver filters noise from the feedback.

a. receiver attempts to convert signs or symbols into concepts and ideas.

The manufacturers of Laundry Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods, however, and have asked for your advice. Refer to Scenario 16.2. The makers of Laundry Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Laundry Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Laundry Whizz. The winner of the contest will receive a $100 gift card for the college bookstore along with social media recognition. This method of promotion is an example of ____, and is used to stimulate ____ demand. a. sales promotion; selective b. sales promotion; primary c. viral advertising; primary d. product placement; primary e. product placement; selective

a. sales promotion; selective

Inside salespersons generally focus on _______, whereas outside salespersons are more ______. a. taking orders and following up; consultative b. locating prospects and building goodwill; consultative c. locating prospects and building goodwill; supportive d. team selling; relationship building e. building relationships; supportive

a. taking orders and following up; consultative

Which of the following would most likely fall under the responsibility of an advertising agency? a. Public relations services b. Copywriting and artwork c. Legal services d. Developing advertising objectives e. Advertising appropriation

b. Copywriting and artwork

Pottery Barn uses ____ to display snapshots of company events, staff, and products. a. Twitter b. Instagram c. wikis d. YouTube e. blogs

b. Instagram

______ advertising supports organizational images, ideas, and political issues while ______ advertising touts the uses, features, and benefits of goods and services. a. Advocacy; product b. Institutional; product c. Publicity; pioneer d. Reminder; competitive e. Institutional; reminder

b. Institutional; product

Home Depot has an iOS program that allows users to match colors in photographs with the store's selection of carpets. This is an example of a(n) a. voice-activated system. b. application (app). c. widget. d. digital system. e. interactivity.

b. application (app).

Astrid is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio, it will be important for her to a. use a quick speaker to attract attention to the commercial. b. be both informal and conversational in tone. c. say the restaurant's name and location three separate times. d. buy a really long time slot to get all the information in. e. use a high level of repetition.

b. be both informal and conversational in tone.

One of the most important benefits of e-marketing is the ability of marketers and a. government regulators to share information. b. customers to share information. c. customers to obtain digital information. d. vendors to share resources. e. competitors to share information.

b. customers to share information.

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by a. developing a media plan. b. defining the advertising objectives. c. creating the advertising platform. d. determining the financial resources available. e. creating an advertising message.

b. defining the advertising objectives.

Electronic media that function using digital codes are called a. digital marketing. b. digital media. c. electronic marketing. d. digital electronics. e. e-marketing.

b. digital media.

Claudia, a marketer at the local zoo, has been using digital media to promote new exhibits and events. Claudia finds that digital media is a good way to promote events when the zoo does not have a large promotional budget. At the moment, Claudia is working on a strategic process for developing a(n) _________________ for a sustainable seafood event the zoo is holding for its members, most of whom are very active on the zoo's Facebook page. She decides Facebook is the appropriate social media channel she wants to use to reach consumers. Claudia determines the appropriate pricing for the event as well as the best way to distribute and promote the event through its Facebook page. To promote the event more successfully, she is also going to look at past Facebook poll results, member postings, and responses to corporate messages to determine what its members would truly desire to get out of the event. Claudia plans to incorporate this into the digital promotion she will release for the upcoming event through Facebook. a. social media plan b. electronic marketing strategy c. digital marketing strategy d. e-tailing strategy e. digital media plan

b. electronic marketing strategy

Walgreens has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website. a. addressable b. interactive c. accessible d. controlled e. linked

b. interactive

A major disadvantage of personal selling is that it a. is not remembered as well by customers as advertising messages are. b. is very expensive per contact. c. cannot easily adjust the message to satisfy a customer's information needs. d. is not compatible with other promotional activities. e. does not provide immediate feedback.

b. is very expensive per contact.

The internet can be referred to as a ____ medium because users determine which websites they are going to view. a. push b. pull c. interactive d. connected e. selective

b. pull

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ____ media schedule is being used. a. interval b. pulsing c. alternating d. flighting e. continuous with emphasis

b. pulsing

The three general types of media schedules are a. light, heavy, and alternating. b. pulsing, continuous, and flighting. c. flighting, continuous, and repetitive. d. short, medium, and long-term. e. pulsing, alternating, and continuous.

b. pulsing, continuous, and flighting.

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. a. comparative b. reminder c. competitive d. reinforcement e. institutional

b. reminder

Anique presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Anique is providing a. advertisement exposure data. b. single-source data. c. family behavior recording. d. individual consumer jury. e. detailed market research.

b. single-source data.

Two trends that have caused consumer-generated information to gain importance are a. the recession and a reduction of advertising expenditures. b. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations. c. globalization and the cultural trend of consumers being influenced by the "village." d. an increase in children's influence over the purchasing decision and the fact that adults other than parents influence children. e. an increase in mobile digital technology and store brands.

b. the increase of consumers sharing their opinions through digital

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 overcoming objections. b. the preapproach. c. prospecting. d. presentation preparation. e. the approach.

b. the preapproach.

Which of the following is the best example of the promotional objective of combating competitive promotional efforts? a. Joy advertises that its dish soap has more suds than Dawn and other leading dish soaps. b. Hyundai offers 10-year/100,000-mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings. c. After Ford promotes the towing capacity of its F-series trucks, Chrysler soon emphasizes the towing capacity of its Dodge trucks. d. The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef. e. Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares.

c. After Ford promotes the towing capacity of its F-series trucks, Chrysler soon emphasizes the towing capacity of its Dodge trucks.

Coupons have questionable success as an incentive for consumers to try a new brand or product for all of the following reasons except a. About three-fourths of coupons are redeemed by people already using the brand on the coupon. b. Many consumers will redeem coupons only for products they would buy anyway. c. Coupons reward current product users, win back former users, and encourage purchases in larger quantities. d. Brand loyalty among heavy coupon users has diminished. e. Because so many manufacturers offer them, consumers have learned not to buy without some incentive, whether that pertains to a coupon, a rebate, or a refund.

c. Coupons reward current product users, win back former users, and encourage purchases in larger quantities.

Which of the following is the most important attribute of a ratings website? a. Utility b. Social connections c. Credibility d. Buzz marketing e. Viral marketing

c. Credibility

Carrie, who works in the marketing department at a consumer electronics firm, is part of a team assigned to develop an advertising campaign for the firm's newest electronic product. Carrie and her team have decided that they will take out advertisements in certain magazines that best reach their target market. Carrie will also advertise heavily on the firm's website and social media pages. Finally, they agree that they should take out 30-second television advertisements that will run for two weeks on a pulsing schedule. At what stage are Carrie and her team in the development of the advertising campaign? a. Determining the advertising appropriation b. Creating the advertising platform c. Developing the media plan d. Creating the advertising message e. Defining the advertising objectives

c. Developing the media plan

Use the following to answer the questions. Regardless of their age, income, or gender, an increasing number of people are turning to the internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and nonprofit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium. ​ Refer to Scenario 10.2. Which of the media below would be best for the American Red Cross to use in developing relationships with blood donors, and in soliciting funds for storm-ravaged communities as a result of floods and fires? a. Twitter b. TV c. Facebook d. YouTube e. Google

c. Facebook

Tim maintains a popular blog that highlights restaurants in the Minneapolis area. Tim provides recommendations on the restaurants, posts photos, and gives descriptions of upcoming specials or events. He has a number of followers, and restaurants have begun to take notice. One popular restaurant chain is expanding and hopes that Tim could help it in promoting its new location. Not only does Tim have a lot of people following his blog posts, but the restaurant knows that Tim is highly trusted. What is the best way for the restaurant to make use of Tim's influence in its promotional strategy? a. Ask Tim to post updates on the restaurant's website. b. Send Tim a Facebook message asking him to "like" the restaurant. c. Invite Tim to write a review of its food. d. Send Tim photos of restaurant meal specials. e. Send Tim a press release describing the new location.

c. Invite Tim to write a review of its food.

Which of the following is NOT a public relations tool? a. Annual report b. Company magazine c. Product sample d. News release e. Feature article

c. Product sample

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required. a. packaging b. sales promotion c. advertising d. personal selling e. public relations

c. advertising

Use the following to answer the questions. The State Farm Group includes several companies. Probably the most well-known company in the group is the State Farm Insurance company, the largest auto and home insurer in the United States. State Farm Insurance provides protection for approximately 78 million policies on auto, fire, life, and health services. It is also a leading insurer of homes and autos in Canada. Another company in the State Farm group is the State Farm Bank, which was opened in 2000, beginning State Farm's entry into the financial services field. However, the State Farm Bank is not a traditional bank, in that it has no branch offices and its services are provided through State Farm agents, a call center, the mail, and on the internet. It currently serves over 1.9 million bank accounts. Refer to Scenario 17.2. When deciding on its advertising allocation for the coming year, State Farm Insurance could choose to spend the same amount as Safe Auto, another auto insurance company, or it could allocate an amount that is 10% of last year's premiums. If State Farm uses the same amount as Safe Auto, this method of advertising appropriation is known as the ____ approach; if State Farm uses the amount based on last year's premiums, the method would be _____. a. arbitrary; objective-and-task b. competition-matching; objective-and-task c. competition-matching; percent-of-sales d. arbitrary; competition-matching e. objective-and-task; percent-of-sales

c. competition-matching; percent-of-sales

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising. a. pioneer b. product c. institutional d. advocacy e. organizational

c. institutional

Parker is a sales representative for Kashi. Each week he uploads his plans for visiting clients out in the field to a routing and scheduling decisions system. Parker knows that one of the primary goals of routing and scheduling decisions in personal selling is to a. provide salespeople with an opportunity to plan their own routes and schedules. b. use existing transportation facilities. c. minimize non-selling time. d. determine duration of sales calls. e. determine the sequence in which customers will be called on.

c. minimize non-selling time.

Before contacting a prospect, 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. presentation. c. preapproach. d. approaching the customer. e. follow-up.

c. preapproach.

To maximize promotional effectiveness, marketers must strive to a. realize the needs of their target market and try to meet them. b. obtain information about the marketing environment through their MIS. c. properly plan, implement, coordinate, and control communications. d. become directly involved rather than indirectly involved. e. use promotion during the growth stage of the product's life cycle.

c. properly plan, implement, coordinate, and control communications.

Malik works for F1 where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Malik is most likely employed in a. human resources. b. digital media marketing. c. public relations. d. advertising. e. sales.

c. public relations.`

The _____ of a(n) website will have a major impact on whether the customer exhibits loyalty to the site. a. connectivity b. strength c. quality d. cost e. interactivity

c. quality

A spokesperson for Quaker oats encourages television 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 a. offset competitors' promotional efforts. b. retain loyal customers. c. reduce sales fluctuations. d. facilitate reseller support. e. stimulate primary demand.

c. reduce sales fluctuations.

Sales objectives can do all of the following except a. help to control the sales force. b. serve as a standard for evaluating salesperson performance. c. serve as a deterrent both to salespeople and their clients. d. let the sales force know what is expected of them. e. give the sales force direction and purpose.

c. serve as a deterrent both to salespeople and their clients.

Samsung provides users with the chance to download a weather ______________ onto its Galaxy S8 smartphone. Once downloaded, users can see current conditions, a local radar, a ten-day forecast, and tropical weather information if relevant. a. podcast b. virtual reality c. widget d. mobile site e. social network

c. widget

You are a brand manager for a major retailer, and you just completed developing a series of advertisements with the help of your outside ad agency. You are excited about the ads and you are anxious to get the marketing vice president's opinion of the ads. Unfortunately, the vice president does not believe the ads will be effective. 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. A recognition test b. An aided recall test c. Any type of post test d. A consumer jury e. An unaided recall test

d. A consumer jury

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient? a. Sales management b. Public relations c. Sales promotion d. Advertising e. Personal selling

d. Advertising

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 of this new product.Which of the following steps in the advertising campaign development process are you performing with this activity? a. Defining the advertising objectives b. Determining the advertising appropriation c. Developing the media plan d. Creating the advertising platform e. Identifying and analyzing the target audience

d. Creating the advertising platform

______________ can be ideas and creative materials, songs, movies, books, or electronics that are developed to educate or entertain. a. Virtual sites b. Wikis c. Copyrights d. Intellectual property e. Blogs

d. Intellectual property

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. Environmental monitoring c. Consumer jury d. Public relations audit e. Social audit

d. Public relations audit

_______ 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 a. Personal selling b. Advertising c. Public relations d. Sales promotion e. Publicity

d. Sales promotion

Which of the following can be stimulated by increasing the number of product uses and promoting them through advertising campaigns, as well as through price discounts, free samples, coupons, consumer contests and games, and sweepstakes? a. Cause-related marketing b. Customer retention c. Primary demand d. Selective demand e. Reseller support

d. Selective demand

When Mini Cooper ran an advertising campaign featuring the slogan, "Texting and Driving Don't Mix," it was using a. competitive advertising. b. public relations. c. product advertising. d. advocacy advertising. e. public service awareness.

d. advocacy advertising.

Developing a relationship on the first visit is becoming increasingly important in the _____________ stage of the personal selling process. a. overcoming objections b. prospecting c. making the presentation d. approach e. preapproach

d. approach

Elias, a sales representative, 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 interaction with those clients. a. feedback notices b. recall files c. expense reports d. call reports e. sales invoices

d. call reports

Head nodding, winking, hand gestures, and arm motions are all forms of ____ communication. a. proxemic b. touching c. tactile d. kinesic e. spacing

d. kinesic

The two major types of product advertising are a. advocacy and competitive. b. institutional and advocacy. c. competitive and comparative. d. pioneer and competitive. e. informative and comparative.

d. pioneer and competitive.

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. integrated marketing exchange. b. marketing campaign. c. channel capacity. d. promotion. e. feedback capacity.

d. promotion.

TJMaxx, an off-price retailer featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called a. news reporting. b. mass communications. c. free advertising. d. publicity. e. public relations.

d. publicity.

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 company's TV commercials. This contest illustrates Firehouse Sub's use of the ____ elements of the promotion mix. a. packaging b. personal selling c. advertising d. sales promotion e. public relations

d. sales promotion

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. Still, others use the term to refer to something mixed with alcoholic drinks. Therefore, there was much confusion about the term and what it means. The mistake here lies with the a. channel of communication. b. marketing channel. c. audience. d. source. e. noise.

d. source.

The growing use of two-day and next-day delivery by online companies best relates to a. the promotion variable of the marketing mix. b. the environmental variable of the marketing mix. c. the pricing variable of the marketing mix. d. the distribution variable of the marketing mix. e. the product variable of the marketing mix.

d. the distribution variable of the marketing mix.

During the personal selling process, a salesperson, if possible, should handle objections when a. the salesperson begins the trial close. b. the sales presentation is approximately half completed. c. the customer appears to be unhappy or agitated. d. they arise. e. the salesperson begins the sales presentation.

d. they arise.

_______ offers the potential benefits of cost efficiency, repetition, and adding product value, while _____ is one of its disadvantages. a. Public relations; uncontrollability b. Personal selling; cost c. Advertising; media cost d. Sales promotion; slow feedback e. Advertising; slow feedback

e. Advertising; slow feedback

Which of the following is the best example of a well-stated sales objective? a. Each salesperson should increase his or her client group by 10%. b. The sales force should increase the market share in all markets by December 1. c. Companywide sales should increase by 25%. d. Each salesperson should increase the number of calls they make by 20%. e. Each salesperson should bring in $25,000 in new sales by November 15.

e. Each salesperson should bring in $25,000 in new sales by November 15.

United Airlines began offering sales on flights to South America and Europe. It started promoting these lower-cost flights heavily on television and in print. Not to be outdone, Delta Airlines started offering its own sales at prices even lower than United Airlines. This refutes which of the following criticisms of promotion? a. Promotion is deceptive. b. Promotion loses money for businesses. c. Promotion creates needs. d. Promotion facilitates price competition. e. Promotion increases prices.

e. Promotion increases prices.

Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its customers, suppliers, employees, shareholders, the media, educators, potential investors, government officials, and society in general? a. Advertising b. Personal selling c. A press strategy d. Publicity e. Public relations

e. Public relations

John is preparing to evaluate one of his sales representatives, Tessa. His evaluation of her performance for the prior year led to his conclusion that she often lacked key product information at sales presentations. At their upcoming session, he will most likely do which of the following? a. Ignore this problem given that her sales results were good b. Decrease the size of her territory c. Increase her sales quotas d. Terminate her e. Recommend that she attend a training program

e. Recommend that she attend a training program

A major benefit of social media marketing is the ability to reach new target markets, such as Millennials. A firm wishing to target Millennials would be advised to use a. Facebook. b. Twitter. c. Pinterest. d. LinkedIn. e. Snapchat.

e. Snapchat.

hich of the following target market characteristics are most important to consider before determining the promotion mix ingredients? a. The age, sex, religion, and race characteristics b. The cultural diversity and population size c. Existing levels of price consciousness d. Existing product adoption categories e. The market size, geographic distribution, and sociocultural and demographic characteristics

e. The market size, geographic distribution, and sociocultural and demographic characteristics

Why should a benchmark statement be included in advertising objectives? a. Objectives become more easily attainable when such a statement is included. b. Shareholders want to see where a company is in relation to competition. c. It gives an indication of how the advertising message is best presented. d. It is useful in determining whether retailers have increased their sales over the year. e. Without a reference point, it is difficult to determine to what degree objectives have been accomplished.

e. Without a reference point, it is difficult to determine to what degree objectives have been accomplished.

Marketers' ability to obtain digital information is referred to as a. control. b. interactivity. c. connectivity. d. addressability. e. accessibility.

e. accessibility.

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

e. advocacy

Vail Mountain Resort in Vail, Colorado, is a world-class ski destination. Vanessa is a newly-hired manager of digital media and electronic marketing for Vail. Vanessa remembers reading about a new trend in video marketing, using _________ to engage and create a community of customers. a. advertising firms to develop videos b. blogs c. virtual realities d. Twitter announcements e. amateur filmmakers

e. amateur filmmakers

The difference between consumer sales promotion methods and trade sales promotion methods is a. trade sales promotions attempt to persuade people to buy at particular stores, whereas consumer sales promotions focus on persuading people to buy particular products. b. consumer and trade sales promotions aim at retailers, but only trade sales promotions aim at wholesalers. c. with consumer sales promotion, marketers try to persuade retailers to carry their products. d. with trade sales promotion, marketers focus on trading with consumers. e. consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to carry the product and/or to market it more aggressively.

e. consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to carry the product and/or to market it more aggressively.

Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzee, and Clue. The company has posted online cash rewards for consumer reviews of its games. In doing so, Milton Bradley/Parker Brothers is striving to utilize a. fan pages. b. a test market. c. new concept viewing. d. electronic media. e. consumer-generated marketing.

e. consumer-generated marketing.

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 a. order taking. b. trade sales. c. new-business sales. d. missionary sales. e. current-customer sales.

e. current-customer sales.

To have some of its cereals highlighted in an advertisement mailed out by Kroger grocery stores, Kellogg agreed to pay a portion of Kroger's costs associated with the advertising mailer. Kellogg's payment is designed to a. retain loyal customers. b. identify prospects. c. encourage product trial. d. reduce sales fluctuations. e. facilitate reseller support.

e. facilitate reseller support.

For communication to occur, both the sender and receiver of information must a. use the same media. b. share the same decoding process. c. use technology. d. minimize noise. e. have a common understanding of the meaning of symbols, words, and pictures used to transmit information.

e. have a common understanding of the meaning of symbols, words, and pictures used to transmit information.

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n) a. media platform. b. advertising plan. c. advertising media appropriation. d. media audit. e. media plan.

e. media plan.

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 expensive steps are a. near the beginning. b. always completed before anything else. c. never reached. d. paid by the prospects rather than the company. e. near the end.

e. near the end.

Scout is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Scout's dinner preparation would be considered ____ in the communication process. a. decoding blocker. b. feedback c. interference. d. field of experience e. noise.

e. noise.

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of a. encouraging product trial. b. facilitating reseller support. c. combatting competitive promotional offers. d. retaining loyal customers. e. reducing sales fluctuations.

e. reducing sales fluctuations.

Jim is a salesperson for Axalta. His college degree is in engineering, with a minor in physical science. Jim is most likely a(n) a. trade salesperson. b. support to the sales staff. c. chemicals order taker. d. missionary salesperson. e. technical salesperson.

e. technical salesperson.

Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends. a. their spending money b. their disposable income c. their shopping partners d. their eating habits e. their information searches

e. their information searches

Marketers call the internet a pull medium because a. users get pulled along by social media influencers. b. they determine which websites consumers are going to view. c. social networks have great control over the content to which users are exposed. d. they have great control over the content to which users are exposed. e. users determine which websites they are going to view.

e. users determine which websites they are going to view.