exam 6 ch.16,17,18

Which of the following has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements?

a. Advertising b. Personal selling c. Sales promotion d. Public relations e. Product placement e. Product placement

Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs?

a. Advertising b. Public relations c. Proxemic communication d. Personal selling e. Sales promotion b. Public relations

Which of the following is NOT one of the developers of an advertising campaign?

a. An advertising agency b. A few people within the firm c. A single individual d. The firm's advertising department e. An accounting firm e. An accounting firm

Which personal selling process step may involve calling on customers without prior consent?

a. Approach b. Prospecting c. Making the presentation d. Overcoming objections e. Preapproach a. Approach

Which of the following appropriation techniques is most logical?

a. Arbitrary approach b. Objective-and-task approach c. Competition-matching approach d. Status quo approach e. Percent-of-sales approach b. Objective-and-task approach

Which of the following publicity-based public relations tool is most common?

a. Captioned photograph b. News release c. Press conference d. Letters to the editor e. Feature article b. News release

Which of the following is appropriate for stimulating primary demand?

a. Comparative promotion b. New introductory promotion c. Viral marketing d. Reinforcement promotion e. Personal selling B.New introductory promotion

Which of the following is NOT a factor affecting the routing and scheduling of sales calls?

a. Compensation method b. Sales territory size and shape c. Sales call frequency d. Sales call duration e. Number of customers in the territory a. Compensation method

ACME Corp. is evaluating the effectiveness of a recent campaign by showing selected consumers the actual advertisement and asking whether they recognize it. ACME is probably using which method to evaluate its campaign?

a. Consumer jury b. Aided recall test c. Unaided recall test d. Pretest e. Recognition test e. Recognition test

Which of the following trade sales promotion methods is appropriate when personal selling is an important part of the marketing effort?

a. Dealer loader b. Merchandise allowance c. Free merchandise d. Buy-back allowance e. Push money e. Push money

Which of the following is NOT a public relations tool?

a. Executive speech b. TV commercial c. Event sponsorship d. Managed social media account e. News release b. TV commercial

Which of the following is the most expensive sales promotion method?

a. Free samples b. Consumer contests c. Premiums d. Coupons e. Point-of-purchase materials a. Free samples

Which of the following are likely to restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers?

a. Inside salespeople b. Trade salespeople c. Missionary salespeople d. Technical salespeople e. Support personnel b. Trade salespeople

During which step in the personal selling process is listening especially important?

a. Overcoming objectives b. Prospecting c. Approach d. Making the presentation e. Following up d. Making the presentation

Which of the following is the most widely used sales promotion technique?

a. Premiums b. Coupons c. Incentives d. Rebates e. Samples e. Samples

Which of the following focuses on a product category rather than a specific brand?

a. Product advertising b. Advocacy advertising c. Competitive advertising d. Pioneer advertising e. Comparative advertising d. Pioneer advertising

Which of the following contrasts the promoted brand with one or more identified competing brands on the basis of one or more product characteristics?

a. Product advertising b. Competitive advertising c. Institutional advertising d. Comparative advertising e. Pioneer advertising d. Comparative advertising

Which of the following is NOT one of the criticisms of promotion cited in your text?

a. Promotion fosters materialism b. Promotion increases prices c. Promotion is deceptive d. Promotion creates needs e. Promotion lowers prices e. Promotion lowers prices

Which of the following is the most important with business-to-business transactions involving the purchase of expensive products?

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

ACME Corp. has a promotion strategy that involves promoting its widgets through personal selling and sales promotion to the wholesalers that handle its products. Which channel promotion policy is ACME using?

a. Pull policy b. Category management c. Push policy d. Exclusive policy e. Tying policy C. Push policy

Which of the following involves the salesperson joining with people from the firm's financial, engineering, and other functional areas?

a. Relationship selling b. Traditional selling c. Missionary selling d. Sales force management e. Team selling e. Team selling

Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders?

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

Which of the promotion methods is the most precise?

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

Which of the following is NOT one of the four elements of the promotion mix?

a. Sales promotion b. New introductory promotion c. Public relations d. Personal selling e. Advertising b. New introductory promotion

Which of the following trade sales promotion methods is best suited to high-volume, high-profit, easily handled products?

a. Scan-back allowance b. Dealer loader c. Buy-back allowance d. Merchandise allowance e. Cooperative advertising d. Merchandise allowance

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. Social audit b. Communications audit c. Environmental monitoring d. Public relations audit e. Environmental scanning d. Public relations audit

Maria receives a fixed salary plus a commission based on sales volume after she sells $20,000 worth of merchandise for her company. Which of the following best describes her compensation?

a. Straight commission compensation plan b. Straight salary compensation plan c. Combination compensation plan d. Salary benefits compensation plan e. Salary plus compensation plan c. Combination compensation plan

Which of the following support personnel or take orders, follow up on deliveries, and provide technical information?

a. Technical salespeople b. Trade salespeople c. Inside salespeople d. Support personnel e. Missionary salespeople c. Inside salespeople

Which of the following types is NOT an example of noise in the communication channel?

a. When the source has laryngitis b. When a source uses an emoji that are understood by the receiver c. When the Wi-Fi signal is slow and thus the internet connection is poor d. When broadcast television is interrupted due to breaking news e. When a source uses words or an emoji that are unfamiliar to the receiver B.When a source uses an emoji that are understood by the receiver

When a product's target market consists of millions of customers, organizations tend to rely on _______ and _______.

a. advertising; sales promotion b. personal selling; public relations c. advertising; personal selling d. public relations; sales promotion e. advertising; public relations a. advertising; sales promotion

To prevent unfavorable public relations or at least lessen its effect, the first thing a firm should do is _______.

a. apologize b. implement safety programs, inspections, training, and effective quality control procedures c. send inconsistent brand messages and images d. nothing at all because bad things just happen e. scapegoat b. implement safety programs, inspections, training, and effective quality control procedures

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 _______.

a. buzz marketing b. viral marketing c. word-of-mouth communication d. sales promotion e. personal selling b. viral marketing

Digital advertising that matches the appearance and purpose of the content in which it is embedded is called _______.

a. competitive advertising b. native advertising c. reinforcement advertising d. institutional advertising e. product advertising b. native advertising

To boost sales, ACME Corp. launched a sales promotion 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 _______.

a. consumer contest b. rebate c. coupon d. sweepstakes e. consumer game e. consumer game

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 _______.

a. dealer listing b. free merchandise c. cooperative advertising d. dealer loader e. buying allowance e. buying allowance

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, overhead, and marketing costs, which can result in _______.

a. deceptive advertising b. lower prices c. materialism d. higher prices e. greater need b. lower prices

Word-of-mouth communication is most effective for _______ and _______.

a. declining products; expensive products b. long-time products; expensive products c. new-to-market products; convenience products d. new-to-market products; expensive products e. new-to-market products; inexpensive products d. new-to-market products; expensive products

Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to

a. encourage product trial b. create awareness c. stimulate demand d. facilitate reseller support e. identify prospects A.Encourage product trial

Whenever ACME Corp. introduces a new product, it sends out a single page with typewritten copy containing fewer than 300 words and describing a company event or product called a(n) _______ and a photograph with a brief description explaining its contents, called a(n) _______.

a. event sponsorship; captioned photograph b. press release; TV commercial c. press release; event sponsorship d. press release; captioned photograph e. feature article; captioned photograph d. press release; captioned photograph

Sales promotion can increase sales by providing _______.

a. extra purchasing incentives b. sales deterrents c. a reduced price d. opportunities to win more products e. greater social media exposure a. extra purchasing incentives

Hallmark is using a strategy of running advertisements for set periods of time, alternating with periods in which no ads run. This is best described as _______.

a. flighting b. continuous c. layout d. recall e. pulsing a. flighting

The most critical copy in an advertisement is the _______.

a. headline b. signature c. layout d. subheadline e. body copy a. headline

Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _______.

a. integrated business communications b. integrated marketing communications c. intelligent promotion communications d. integrated marketing connection e. intelligent marketing communications B. Integrated marketing communications

Relationship selling differs from traditional personal selling due to its adoption of a(n) _______.

a. long-term perspective b. team approach c. automation technology d. recovery behavior e. short-term perspective a. long-term perspective

The limit on the volume of information a communications channel can handle effectively is known as _______.

a. noise b. receiver c. channel capacity d. feedback e. channel logistics C.Channel Capacity

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 _______.

a. prospecting b. following up c. presenting d. closing the sale e. approaching a. prospecting

Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _______.

a. proxemic communication b. personal selling c. sales promotion d. word-of-mouth communication e. kinesic communication d. word-of-mouth communication

Toastie's restaurant is developing a frequent-user program that asks customers to input their phone number each time they order and then rewards them with free drinks or chips after they have spent $50 at the restaurant. This best illustrates the promotional objective of _______.

a. retain loyal customers b. identify prospects c. reduce sales fluctuations d. encourage product trial e. combat competitive promotional efforts a. retain loyal customers

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 personal selling, handshaking is an example of _______

a. sales communication b. tactile communication c. pioneer communication d. kinesic communication e. proxemic communication b. tactile communication

If a company's promotional budget is extremely limited, the firm is likely to rely on _______.

a. sales promotion b. personal selling c. kinesic promotion d. public relations e. advertising b. personal selling

Sales force objectives for the entire force are normally stated in terms of all of the following, except _______.

a. sales territory b. dollar sales volume c. profit d. market share e. unit sales volume a. sales territory

A major goal of integrated marketing communications is to send a consistent message to _______.

a. shareholders b. managers c. employees d. customers D. Customers

In the communication process, the _______ is the individual, group, or organization that decodes a coded message.

a. source b. communications channel c. noise d. feedback e. receiver E.Receiver

The group of people at whom advertisements are aimed is called the _______.

a. target market b. client public c. market segment d. target public e. target audience e. target audience

Josh, who has an engineering degree, gives practical assistance to ACME Corp.'s current customers, advising them on product characteristics and applications, system designs, and installation procedures. Josh is best described as a(n) _______.

a. technical salesperson b. trade salesperson c. support person d. missionary salesperson e. inside salesperson a. technical salesperson