Marketing Chapter 12 Quiz
16. You are being influenced by (blank) when you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket. A. advertising B. sales promotion C. public relations D. publicity E. personal selling
B
20. At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers? A. introduction B. growth C. maturity D. incubation E. decline
C
1. Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities--advertising, personal selling, sales promotion, public relations, and direct marketing--to provide (blank). A. a promotion channel. B. a communication chain. C. a marketing matrix. D. a consistent message across all audiences. E. a media mix useful to all types of companies.
D
22. At which stage of the product life cycle is the least amount of money spent on the promotional mix? A. growth B. harvesting C. maturity D. decline E. divestment
D
5. Advertising is: A. nonpersonal, indirectly paid presentation of an organization, service, or product. B. a short-term inducement of value offered to arouse interest in buying a good or service. C. methods used to get a nonpersonal, indirectly paid presentation of a company or its products. D. any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor. E. any paid form of interpersonal presentation of goods and services.
D
When companies use tools such as special events, lobbying efforts, and annual reports for communication, they are using: A. advertising. B. sales promotion. C. direct marketing. D. public relations. E. personal selling
D
27. Pharmaceutical companies historically marketed only to doctors. More recently they have spent millions of dollars to advertise prescription drugs directly to consumers. These pharmaceutical companies are using a(n) (blank) strategy. A. push B. inertia C. exclusivity D. intense E. pull
E
7. New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use? A. public relations B. personal selling C. publicity D. sales promotion E. advertising
E
11. When a news story covers a terrible disaster, and viewers are asked to send donations to the American Red Cross, the American Red Cross is receiving: A. publicity. B. advertising. C. direct marketing. D. personal selling. E. a public service announcement.
A
12. An advantage of publicity is its: A. credibility. B. control. C. empathy. D. intrusiveness. E. high cost.
A
18. Like personal selling, (blank) has the advantage of being customized to match the needs of specific target markets. Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers. A. direct marketing B. advertising C. a sales promotion D. publicity E. a public service announcement
A
23. The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are (blank), risk, and ancillary services. A. complexity B. size C. durability D. accessibility E. divestment
A
24. With regard to a product for which a promotional mix is being developed, ancillary services: A. refers to the degree of service or support required after the sale. B. can be assessed in terms of financial, social, and physical aspects. C. refers to the technical sophistication of the product and hence the amount of understanding required to use it. D. in a product means that there should be less emphasis on personal selling. E. is irrelevant.
A
6. When Sears places a multiple-page booklet in the local newspaper about its President's Day sale, it is an example of the use of which element of the promotional mix? A. advertising B. sales promotion C. publicity D. personal selling E. direct marketing
A
3. Which of the following would be LEAST likely to be used for mass selling? A. advertising B. personal selling C. public relations D. sales promotion E. publicity
B
15. Which of the following is an example of a sales promotion? A. coupons B. sweepstakes C. rebates D. samples E. all of the above
E
13. The lack of (blank) is a disadvantage of publicity. A. credibility B. control C. exposure D. intuitive reasoning E. color
B
14. When the food critic publishes a restaurant review it is an example of: A. direct selling. B. publicity. C. advertising. D. direct marketing. E. personal selling.
B
19. At which stage in the product life cycle would your promotional objective be to persuade the consumer to buy the product rather than substitutes? A. introduction B. growth C. incubation D. decline E. maturity
B
25. At the purchase stage in the consumer purchase decision process: A. all promotional elements should be used if a sale is to be made. B. the importance of personal selling is highest, and advertising is the lowest. C. direct marketing increases in importance as the buyer moves closer to the actual purchase. D. the importance of advertising is highest, and personal selling is the lowest. E. sales promotion is the most important promotional element.
B
26. Like many consumer products manufacturers, Hallmark Cards provides its retailers with in-store displays and various selling strategies for its products. Because of this, the Hallmark retailers are excited about selling the products. When doing this, Hallmark uses a (blank) strategy. A. intense B. push C. inertia D. exclusivity E. pull
B
29. Ann's young son suffers from allergies and complains about his watery eyes and drowsiness. Ann feels bad because she thought there was nothing she could do to help him. When Ann saw the ad for a new drug that counters these symptoms in Ladies' Home Journal magazine, she vowed to ask his doctor about this product on his next visit. At which stage in the hierarchy of effects is Ann? A. She is the trial stage and will move to the interest stage soon. B. She has moved quickly from the awareness stage to the interest stage. C. She was in the consumer development stage and will more than likely move to the transition stage. D. She is in the evaluation stage and will move to the interest stage soon. E. She is in the interest stage first and then moved quickly to the diffusion stage
B
4. Which of the following types of promotion uses customized interaction? A. advertising B. personal selling C. public relations D. sales promotion E. publicity
B
8. Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message? A. advertising B. personal selling C. public relations D. sales promotion E. publicity
B
9. (blank) is the form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services. A. Sales promotion B. Publicity C. Advertising D. Public relations E. Personal selling
D
17. Which of the promotional elements requires expensive database management and is experiencing a declining response rate? A. advertising B. personal selling C. sales promotion D. publicity E. direct marketing
E
2. Which of the following is NOT a promotional element? A. advertising B. personal selling C. public relations D. sales promotion E. production line
E
21. Cake mix is in the maturity stage of its product life cycle. A manufacturer selling cake mixes would most likely use advertising to: A. create product category awareness. B. differentiate one type of dessert from another. C. create selective distribution channels. D. reposition cake mixes. E. remind buyers of a product's existence.
E
28. In the hierarchy of effects, awareness is defined as: A. the consumer's ability to recognize and remember the product or brand name. B. the consumer's appraisal of the product or brand on important attributes. C. an increase in the consumer's desire to learn about some of the features of the product or brand. D. a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand. E. the consumer's first actual purchase and use of the product or brand
A
