Marketing 301 Questions from Concept Checks Chap 16-19
Which of the following is NOT a public relations tool? -event sponsorship -TV commercial -managed social media account -news release -executive speech
TV commercial
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 _____. -consumer contest -rebate -consumer game -sweepstakes -coupon
consumer game
which of the following is the most widely used sales promotion technique? -premiums -rebates -incentives -coupons -samples
coupons
A business's rental of production space is an example of a _____. -total cost -variable cost -break even point -fixed cost -marginal cost
fixed cost
Which of the promotion methods is the most precise? -sales promotion -public relations -publicity -personal selling -advertising
personal selling
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? -environmental monitoring -public relations audit -environmental scanning -communications audit -social audit
public relations audit
Which of the following trade sales promotion methods is appropriate when personal selling is an important part of the marketing effort? -buy-back allowance -free merchandise -push money -merchandise allowance -dealer loader
push money
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? -pull policy -category management -exclusive policy -tying policy -push policy
push policy
Which of the following pass on to a business customer the cost savings gained through economies of scale -trade discounts -allowances -seasonsal discounts -cash discounts -quantity discounts
quantity discounts
in the communication process, the _____ is the individual, group or organization that decodes a coded message. -receiver -communications channel -feedback -source -noise
receiver
Which of the following involves the salesperson joining with people from the firm's financial, engineering, and other functional areas? -traditional selling -team selling -sales force management -missionary selling -relationship selling
team selling
Which of the following charges the same price to all customers regardless of geographic location, and the price is based on average shipping costs for all customers? -zone pricing -freight absorption pricing -base-point pricing -uniform geographic pricing -F.O.B. destination pricing
uniform geographic pricing
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 _____. -buzz marketing -word-of-mouth communication -sales promotion -viral marketing -personal selling
viral marketing
Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _____. -create awareness -identify prospects -facilitate reseller support -encourage product trial -stimulate demand
encourage product trial
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 _____. -lower prices -greater need -higher prices -deceptive advertising -materialism
lower prices
during which step in the personal selling process is listening especially important? -approach -prospecting -making the presentation -following up -overcoming objectives
making the presentation
If a company's promotional budget is extremely limited, the firm is likely to rely on _____. -sales promotion -advertising -personal selling -kinesic promotion -public relations
personal selling
Which of the following is NOT one of the criticisms of promotion cited in your text? -promotion fosters materialism -promotion creates needs -promotion lowers prices -promotion increases prices -promotion is deceptive
promotion lowers prices
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 -approaching -closing the sale -following up -presenting
prospecting
Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders? -advertising campaign -advertising -public relations -personal selling -sales promotion
public relations
Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs? -sales promotion -advertising -personal selling -proxemic communication -public relations
public relations
Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _____. -sales promotion -proxemic communication -word-of-mouth communication -kinesic communication -personal selling
word-of-mouth communication
ACME Corp.'s widgets have elastic demand. If ACME raises the price of widgets, what will be the result? -a decrease in total revenue -an increase in total revenue -an increase in market share -a decrease in product inventory -a decrease in market share
a decrease in total revenue
When a product's target market consists of millions of customers, organizations tend to rely on ______ and ______. -advertising; personal selling -public relations; sales promotion -advertising; public relations -personal selling; public relations -advertising; sales promotion
advertising; sales promotion
Which of the following is NOT one of the developers of an advertising campaign? -an advertising agency -a few people within the firm -the firm's advertising department -an accounting firm -a single individual
an accounting firm
Spacely Inc.'s sprockets have inelastic demand. If Spacely raises the price of sprockets, what will be the result? -a decrease in market share -an increase in market share -a decrease in total revenue -an increase in total revenue -a decrease in product inventory
an increase in total revenue
which personal selling process step may involve calling on customers without prior consent? -preapproach -approach -overcoming objections -marking the presentation -prospecting
approach
Which of the following is calculated by dividing the variable costs by the number of units produced? -marginal cost -average fixed cost -average total cost -average variable cost -break even point
average variable cost
To compete effectively on a price basis, a firm should ____. -be the low cost seller of the product -be the high cost seller of the product -have the highest quality -have the lowest market share -have the highest market share
be the low cost seller of the product
Which of the following is the point at which the costs of producing a product equals the revenue made from selling the product? -fixed cost -break even point -marginal revenue -demand revenue -marginal cost
break even point
Which of the following is a major advantage of nonprice competition? -fostering a price-conscious mindset -exceeding the breakeven point -building market share -building customer loyalty toward the brand -fostering a value-conscious mindset
building customer loyalty toward the brand
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 _____. -cooperative advertising -dealer listing -free merchandise -buying allowance -dealer loader
buying allowance
ACME Corp. offers a price discount to encourage prompt payment. Which of the following is it likely to use? -cash discount -allowance -quantity discount -seasonal discount -trade discount
cash discount
the limit on the volume of information a communications channel can handle effectively is known as _____. -noise -channel capacity -channel logistics -receiver -feedback
channel capacity
Which of the following contrasts the promoted brand with one or more identified competing brands on the basis of one or more product characteristics? -institutional advertising -competitive advertising -comparative advertising -pioneer advertising -product advertising
comparative advertising
a major goal of integrated marketing communications is to send a consistent message to ______. -shareholders -managers -employees -ad agencies -customers
customers
Which of the following shows the quantity of products a firm expects to sell at various prices if other factors remain constant? -break even point -marginal analysis -reference price -demand line -demand curve
demand curve
Which of the following is NOT one of the factors that influence the assessment of value? -price levels -perceived quality -elasticity of demand -time constraints -motivations to use available information about prices
elasticity of demand
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 _____. -flighting -recall -layout -pulsing -continuous
flighting
which of the following is the most expensive sales promotion method? -point-of-purchase materials -consumer contests -free samples -premiums -coupons
free samples
The most critical copy in an advertisement is the _____. -headline -signature -subheadline -layout -body copy
headline
To prevent unfavorable public relations or at least lessen its effect, the first thing a firm should do is _____. -nothing at all because bad things just happen -apologize -implement safety programs, inspections, training, and effective quality control procedures -send inconsistent brand messages and images -scapegoat
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? -missionary salespeople -support personnel -inside salespeople -trade salespeople -technical salespeople
inside salespeople
Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as ______. -integrated marketing connection -intelligent marketing communications -intelligent promotion communications -integrated marketing communications -integrated business communications
integrated marketing communications
Relationship selling differs from traditional personal selling due to its adoption of a _____. -automation technology -recovery behavior -long-term perspective -short-term perspective -team approach
long-term perspective
which of the following trade sales promotion methods is best suited to high-volume, high-profit, easily handled products? -merchandise allowance -dealer loader -buy-back allowance -cooperative advertising -scan-back allowance
merchandise allowance
Digital advertising that matches the appearance and purpose of the content in which it is embedded is called _____. -product advertising -reinforcement advertising -native advertising -competitive advertising -institutional advertising
native advertising
word-of-mouth communication is most effective for ______ and ________. -new to market products; expensive products -new to market products; inexpensive products -new to market products; convenience products -long time products; expensive products -declining products; expensive products
new to market products; expensive products
Which of the following publicity-based public relations tool is most common? -captioned photograph -feature article -letters to the editor -news release -press conference
news release
Which of the following appropriation techniques is most logical? -objective and task approach -percent of sales approach -competition matching approach -arbitrary approach -status quo approach
objective and task approach
Which of the following is the most important with business-to-business transactions involving the purchase of expensive products? -personal selling -sales promotion -advertising -public relations -publicity
personal selling
Which of the following focuses on a product category rather than a specific brand? -pioneer advertising -advocacy advertising -competitive advertising -comparative advertising -product advertising
pioneer advertising
which of the following is NOT one of the four elements of the promotion mix? -advertising -pioneer promotion -sales promotion -personal selling -public relations
pioneer promotion
which of the following is appropriate for stimulating primary demand? -viral marketing -personal selling -reinforcement promotion -pioneer promotion -comparative promotion
pioneer promotion
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)_______. -press release; captioned photograph -press release; TV commercial -event sponsorship; captioned photograph -feature article; captioned photograph -press release; even sponsorship
press release; captioned photograph
ACME Corp. and Spacely Inc. are engaged in intense price competition in order to boost market share of their widgets. This is best described as _____. -elasticity of demand -bartering -nonprice competition -a price war -price discrimination
price war
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? -public relations -personal selling -sales promotion -product placement -advertising
product placement
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? -recognition test -pretest -aided recall test -unaided recall test -consumer jury
recognition test
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 _____. -reduce sales fluctuations -identify prospects -combat competitive promotional efforts -retain loyal customers -encourage product trial
retain loyal customers
price is a key element in the marketing mix because it relates directly to the generation of total _____. -elasticity of demand -price competition -revenue -profits -market share
revenue
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 _____. -proxemic communication -sales communication -tactile communication -kinesic communication -pioneer communication
tactile communication
The group of people at whom advertisements are aimed is called the _____. -target market -target public -market segment -client public -target audience
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) _____. -support person -technical salesperson -inside salesperson -trade salesperson -missionary salesperson
technical salesperson
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? -missionary salespeople -support personnel -trade salespeople -technical salespeople -inside salespeople
trade salespeople
which of the following types is NOT an example of noise in the communication channel? -when a source uses words or an emoji that are unfamiliar to the receiver -when a source uses an emoji that is understood by the receiver -when broadcast television in interrupted due to breaking news -when the wifi signal is slow and thus the internet connection is poor -when the source had laryngitis
when a source uses an emoji that is understood by the receiver
