Mktg Exam 3 Quiz

news release

A single page of typewritten copy that has 300 words or less and describes a company event or product is called a

Which of the following is the best example of a well-stated sales objective?

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

communication

If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of

Francis has learned that listening to customers, learning about their needs, and communicating with them over a prolonged period of time is key toward making large business sales. Francis is most likely using ​

Relationship selling

signature

The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product. At this point, the layout contains a phrase to attract attention, an additional phrase to provide an explanation, an illustration to show the product, and a paragraph to explain the advantages and benefits of the product. What other important element should be included?

pulsing, continuous, and flighting

The three general types of media schedules are

Control by media personnel of the content and timing of messages

Which of the following is not an advantage of using publicity-based public relations tools?

Savanna is a salesperson for Aeropostale. Her compensation is based on a set salary plus a commission based on sales. Savanna's compensation is based on a

combination compensation plan

When establishing prices, a marketer's first step is to

develop pricing objectives

Environmental Monitoring

identifies changes in public opinion affecting an organization

A marketer is most likely to set prices according to a cash-flow objective when a

quick return on investment is desired

Running a big sale in order to generate enough cash flow to pay creditors is typical in a situation in which a firm's primary pricing objective is

survival

competition-based pricing is

used when costs and revenues are secondary to competitors' prices.

an advertising agency

An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or

You are an experienced and very successful sales rep for a major consumer products company. You are having lunch with a group of newly hired sales reps who just got their assigned sales territories. This is a very ambitious group of new hires, which is evidenced by the fact that they offered to buy you lunch if you would let them pick your brain about successful sales tactics. ​ Which of the following personal selling success tips will you share with the new hires?

Be thorough in your preapproach by doing your homework on your prospects.

pulsing

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.

the slogan should be accompanied by a spokescharacter

In creating the advertising message, which of the following is not recommended when creating a slogan?

​Which of the following statements is not true about recruiting and training a sales force?

Marketers agree on a generally accepted set of traits for being an effective salesperson.

As a promotional strategy, using coupons strives to achieve all of the following except to

Show how a product is used

pioneer advertising; competitive advertising

Tropicana orange juice has a television commercial where a young boy is drinking orange juice at dinner. He remarks that he likes the great taste of Tropicana anytime. The element of the commercial that focuses on drinking orange juice at dinner would be best classified as ________, while the focus on the great taste of Tropicana would be best classified as

A television advertisement for Miracle-Gro lawn fertilizer indicates that the product is available at Kmart and Walmart. This form of sales promotion is called a(n)

dealer listing

The "White Sale" that many department stores have every year a few weeks after Christmas is an example of

periodic discounting

A product that has more features than those of its competition, or that is perceived to be of higher quality, warrants using which type of pricing strategy?

premium pricing

The newest version of a product like Bose headphones is likely to use _____, while the new version of Red Bull is likely to use _____ .

price skimming; penetration pricing

If an organization sets prices to recover research and development expenses and establish a premium quality image for its product, it would be using a ____ pricing objective.

product quality

Westin Hotels, Inc. has an objective of achieving a 25% return from its overall sales. This is an example of a ____ pricing objective.

profit

When a satellite dish company uses bundling to combine phone, dish, and broadband Internet access prices, it is attempting to influence a consumer's perception of price to make a product's price more attractive and reduce "sticker shock." This is an example of using a ____ pricing strategy.

psychological

A support salesperson who usually advises customers on product characteristics and application, system design, and installation procedures is a(n)

technical salesperson

Nick is a salesperson for DuPont. His college degree is in engineering, with a minor in physical science. Nick is most likely a(n)

technical salesperson

Ryan Amerson leads his company's clients through the installation procedure of their new industrial equipment. He also helps answer their questions about product characteristics and system design both before and after their purchases. Ryan is a

technical salesperson