MKTG 409 QuiZZes

The two types of selling activities under the sales structure are current-customer sales and new-business sales. a. True b. False

a. true

To assume that sales create advertising is incorrect. a. True b. False

a. true

When encoding a message, the source should use signs or symbols that are new to the audience. a. True b. False

b. false

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. linked e. controlled

b. interactive

When a push policy is used in promotion of a particular product, the producer promotes the product only to the next channel member. a. True b. False

a. true

​Amazon.com, eBay, Zappos, and a number of other companies engage in e-tailing through their websites. a. True b. False

a. true

​The European Union has stricter Internet privacy laws than the United States. a. True b. False

a. true

A sales rep's actual sales relative to sales potential is relevant to the sales manager in which of the following phases of the sales management process? a. ​Controlling and evaluating sales force performance b. ​Managing sales territories c. ​Motivating salespeople d. ​Training salespeople e. Retaining salespeople

a. ​Controlling and evaluating sales force performance

Which of the following is a reason why the use of sales promotion has increased dramatically? a. ​Retailers are demanding greater promotional efforts from manufacturers to boost profits. b. ​Retailers are placing a stronger emphasis on long-term results versus short-term results. c. Customers are more responsive to advertising. d. ​Customers are less responsive to personal selling. e. ​Brand loyalty is increasing

a. ​Retailers are demanding greater promotional efforts from manufacturers to boost profits.

Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines? a. The advertising appropriations for each magazine b. An index of advertisement exposure c. A cost comparison indicator d. The total circulation of the magazines e. A list of the costs of a one-page ad in various magazines

c. A cost comparison indicator

Which of the following lists forms of competitive advertising? a. Institutional, product, comparative b. Reminder, repetitive, reinforcement c. Comparative, reminder, reinforcement d. Product, pioneer, reminder e. Pioneer, comparative, reminder

c. Comparative, reminder, reinforcement

KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should a. focus more on traditional promotions rather than social networking. b. have a contest to gather consumer-generated content. c. add tags to webpages or photos. d. post its own promotional messages on blogs and websites. e. ignore comments from Critics.

a. focus more on traditional promotions rather than social networking.

The limitations in using publicity-based public relations tools stem primarily from the fact that a. media personnel control the content of the communication. b. media personnel consider only unfavorable messages as newsworthy. c. publicity is never properly managed by media personnel. d. marketers alter the length of publicity releases. e. it is time-consuming to convince media personnel that the information is newsworthy.

a. media personnel control the content of the communication.

While sales contests can motivate employees at all levels to participate, a disadvantage of this method of sales promotion is that a. people often discontinue their positive behavior after the contest is over. b. they are not taken seriously by the employees. c. many point-of-purchase display materials are needed to implement a contest. d. they are often too complicated. e. people often feel they are not being recognized enough.

a. people often discontinue their positive behavior after the contest is over.

The choice of media influences the content and form of the message. a. True b. False

a. true

Alton is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Alton is a ___, one who ___. a. receiver; decodes b. channel member; decodes c. sender; encodes d. receptor; decodes e. source; encodes

a. receiver; decodes

The cost of ____ is usually substantially lower than the cost of ____. a. retaining existing customers; acquiring new customers b. stimulating primary demand; stimulating selective demand c. comparative advertising; pioneer promotion d. personal selling; public relations e. identifying prospects; encouraging product trial

a. retaining existing customers; acquiring new customers

A marketer's advertising platform should consist of issues that are important to consumers. a. True b. False

a. true

Generally, consumer sweepstakes are more popular than consumer contests. a. True b. False

a. true

Personal selling is generally the most expensive element in the promotion mix. a. True b. False

a. true

The advertising platform is the foundation on which campaign messages are built. a. True b. False

a. true

Which of the following characteristics distinguish online media from traditional marketing? a. Dynamic responsiveness, control, friendliness, and attention-getting b. Addressability, interactivity, accessibility, connectivity, and control c. Social networking, personal contacts, control, and salesmanship d. Environment, responsiveness, customization, and affordability e. Experience, networking, and personal contact

b. Addressability, interactivity, accessibility, connectivity, and control

To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80% of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of which one of the following approaches to determining advertising budgets? a. Past-year comparison b. Objective-and-task c. Arbitrary allocation d. Competition matching e. Percent of sales

b. Objective-and-task

​All of the following are reasons a company would likely emphasize advertising in its promotion mix except a. ​The company's promotion budget is extensive b. ​The company has chosen exclusive distribution for its products c. ​The size of the product's target market consists of millions of consumers d. ​The company's products are seasonal in nature e. The company's customers are dispersed across a vast region

b. The company has chosen exclusive distribution for its products

___ are web-based journals in which writers can editorialize and interact with other Internet users. a. apps b. blogs c. wikis d. widgets e. podcasts

b. blogs

An effective approach for dealing with potential unfavorable public relations resulting from a negative event is to discourage news coverage. a. True b. False

b. false

Commentators are people who comment on blogs or post ratings and reviews. a. True b. False

b. false

Discussion forums are not very popular with the online population. a. True b. False

b. false

During the 19th and early 20th centuries, promotion was about as accurate as it is today. a. True b. False

b. false

Many consumers redeem coupons only for products they normally buy. a. True b. False

b. false

More stringent laws have made it so that deceptive advertising can no longer occur.​ a. True b. False

b. false

Relationship selling is used especially in consumer marketing. a. True b. False

b. false

The promotional method most commonly used for highly personal items is personal selling. a. True b. False

b. false

Twitter is useful for communications between friends, but not for communications between businesses and customers. a. True b. False

b. false

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on a. sales promotion. b. personal selling. c. public relations. d. word-of-mouth communication. e. advertising.

b. personal selling

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on a. advertising. b. personal selling. c. word-of-mouth communication. d. public relations. e. sales promotion.

b. personal selling.

When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing a. advertising. b. sales promotion. c. guerrilla marketing. d. personal selling. e. public relations.

b. sales promotion.

Kimberly is a salesperson in the sales division of Hewlett-Packard. Today Kimberly is focused on researching a list of potential sales leads. Kimberly wants to look at these sales leads and determine how likely they are to buy from the company, ​the type of products they will likely need, and whether they have a sales history with the firm. Kimberly also wants to determine who the key decisions makers are in the buying decision-making process at these sales leads so she can identify who will have the most influence. In the process of her research, Kimberly makes extensive use of the firm's CRM system to forecast sales and manage leads. Kimberly is most likely at which stage of the personal selling process? a. ​Approach b. ​Preapproach c. ​Prospecting d. ​Following up e. ​Making the presentation

b. ​Preapproach

What is the primary justification marketers use for conducting recognition and recall tests? a. Researchers find that recalling an advertisement has a strong link to purchasing a product. b. Consumers tend to enjoy participating in these tests and are likely to purchase the products as a result. c. People are more likely to buy a product they have seen advertised than one they have not seen advertised. d. There is a strong link between advertisement recall/recognition and word-of-mouth communication. e. People have unfavorable views of advertising and are unlikely to purchase advertised products.

c. People are more likely to buy a product they have seen advertised than one they have not seen advertised.

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

c. Pricing

Which of the following is not true when making the sales presentation? a. The salesperson should not only talk but also listen to the customer. b. The salesperson should involve the customer by having him or her hold, touch, or use the product. c. The salesperson should focus on anticipating questions and answering them before they're asked. d. A salesperson should not sound like he or she is just reading a script (i.e., he or she should be flexible and respond to the customers' comments). e. The salesperson must spark interest in the product.

c. The salesperson should focus on anticipating questions and answering them before they're asked.

The verbal portion of an advertisement, including headlines, body, and signature, is called the a. storyboard. b. layout. c. copy. d. artwork. e. script.

c. copy.

Michelle works for a company that sells rotisseries for chicken and other foods. She answers phone calls from customers who see infomercials on TV and call to order the product. Michelle is considered a(n) a. trade salesperson. b. support person. c. inside salesperson. d. missionary salesperson. e. outside salesperson.

c. inside salesperson.

Johnny is a high school senior and plans to attend college after graduation. Johnny enjoys playing computer games such as League of Legends and hopes to pursue a career in computer game design. He's taking computer programming classes in high school, and his teacher has been discussing recent issues related to consumer _______ and concerns that the Federal Trade Commission may develop regulations that would provide additional protection to consumers by limiting the amount of consumer information that businesses can gather online. a. ​intellectual property b. ​credit card information c. ​privacy issues d. intelligence

c. privacy issues

Which of the following is a major goal of integrated marketing communications? ​ a. ​To achieve a specific return on investment. b. ​To better coordinate the firm's supply chain. c. ​To send a consistent message to consumers. d. ​To dispute competitors' strengths. e. To control the firm's marketing environment

c. to sent a consistent message to consumers

​Fruit of the Loom is launching a new advertising campaign. Within the first six months of the campaign, the media planners want the new advertisement's _____ to be 25% of the target market and the _____ to be four times. a. ​goal; multiplier b. ​exposure; repetition c. ​reach; frequency d. ​range; rate e. ​impact; recurrence

c. ​reach; frequency

When deciding on sales promotion methods to employ, marketers take several factors into consideration. Which factor below is unlikely to affect decisions regarding sales promotion methods? a. Target market characteristics b. Product characteristics c. Types of resellers d. Type of package e. Competitive forces in the environment

d. Type of package

arlos generally makes cold calls on businesses to look for new prospects. He has many satisfied customers, but like many salespeople, he does not frequently utilize one of the best ways to find new prospects, which is through a. trade shows. b. other employees. c. past sales. d. customer referrals. e. friends and coworkers.

d. customer referrals.

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders. a. A press strategy b. Selling c. Advertising d. Public relations e. Publicity

d. public relations

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build a. pioneer promotion. b. brand awareness. c. prospects. d. selective demand. e. primary demand

d. selective demand

At very large firms, advertising campaigns are likely to be performed by a(n) _____________________, while in small firms advertising campaigns are more likely to fall under the responsibility of ____________________. ​ a. ​advertising agency; advertising department b. ​experienced individual; an advertising department c. ​experienced individual; an advertising agency d. ​advertising department; one or two individuals e. ​advertising agency; one or two individuals

d. ​advertising department; one or two individuals

____ usually constitute a smaller part of the online population than the other groups. a. Joiners b. Creators c. Spectators d. Critics e. Collectors

e. Collectors

When better market conditions prevail or when company growth occurs, a company may suffer if it a. recruited additional salespeople. b. lowered its sales force objectives. c. provided additional training for its sales force. d. decided to use a combination compensation plan. e. cut back the size of its sales force.

e. cut back the size of its sales force.

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the communication process. a. poor implementation b. encoding c. bad luck d. deflected transmission e. noise

e. noise

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

e. pull

Debra has been given the responsibility of determining the advertising appropriation for her firm's newest marketing campaign. At first she thinks that determining the advertising objectives and breaking them into tasks is the best way. However, Debra notices that past sales have been relatively constant, she multiplies the firm's past sales by a standard percentage based on what her firm usually spends on advertising. Debra is using the __________ approach. The problem of this approach is that it assumes ___________. a. ​objective-and-task; advertising creates sales b. ​percent-of-sales; advertising creates sales c. ​objective-and-task; the effort required is minimal d. ​objective-and-task; sales create advertising e. ​percent-of-sales; sales create advertising

e. ​percent-of-sales; sales create advertising

Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sierra is the ____ and Wendy's is the ____ of this communication. a. audience; promoter b. receiver; source c. decoder; coder d. feedback; noise e. communicatee; communicator

receiver, source