Marketing Management test 3 Ch. 14-18
Which of the following is the correct order of stages that a buyer is assumed to pass through, by the four classic response hierarchy models? A) cognitive stage—affective stage—behavioral stage B) affective stage—cognitive stage—behavioral stage C) behavioral stage—affective stage—cognitive stage D) cognitive stage—behavioral stage—affective stage E) affective stage—behavioral stage—cognitive stage
A) Cognitive stage - affective stage - behavioral stage
Which of the following is a sales promotion tool that typically does NOT build brand image? A) consumer refund offers B) free samples C) premiums related to the product D) frequency awards E) coupons that include a selling message
A) Consumer refund offers
Faith is a big fan of a popular musical group, so she created a place for other fans to communicate with each other online. Faith created a ________. A) forum B) microblog C) blog D) social network E) microsite
A) Forum
Which of the following is most likely to use database marketing? A) an airline targeting frequent fliers B) a candy bar manufacturer C) a seller that doesn't have direct contact with the ultimate buyer D) a marketer of soap to customers who aren't brand loyal E) a seller of pianos
A) An airline targeting frequent fliers
Marketing communication strategy can be decided by conducting an image analysis, which profiles the target audience in terms of ________. A) brand knowledge B) purchase patterns C) demographic characteristics D) income levels E) psychographic characteristics
A) Brand knowledge
Kate is coaching members of her field sales team to help them understand how they spend their time and how they might increase their productivity. A tool that would help her provide feedback for this is ________. A) time-and-duty analysis B) a sales quota C) a feed-forward approach D) an expense allowance E) a norm for prospect calls
A) Time-and-duty analysis
________ helps sales representatives understand how they spend their time and how they might increase their productivity. A) Time-and-duty analysis B) A sales quota C) A feed-forward approach D) An expense allowance E) A norm for prospect calls
A) Time-and-duty analysis
Which of the following is an example of a public relations and publicity communication platform? A) lobbying B) company museums C) street activities D) company blogs E) incentive programs
A) lobbying
In which of the following stages of personal selling does a salesperson tell the product story to the buyer? A) preapproach B) prospecting and qualifying C) presentation and demonstration D) closing E) overcoming objections
C) Presentation and demonstration
________ out of every 10 U.S. consumers owned a smart phone in 2014. A) Two B) Four C) Six D) Eight E) Ten
C) Six
Identify the first step in the workload approach to establish sales force size. A) grouping customers into size classes according to annual sales volume B) establishing desirable call frequencies for each customer class C) determining the total workload for the country in terms of sales calls per year D) determining the average number of calls a sales representative can make per year E) calculating the total number of sales reps needed
A) Grouping customers into size classes according to annual sales volume
Which of the following is an advantage of inside selling? A) Inside selling is less expensive than in-person selling. B) Inside salespeople need to be in the office. C) Inside salespeople spend more time selling to major accounts. D) Inside salespeople focus on systems contracts. E) Outside reps free inside salespeople to convert new major prospects.
A) Inside selling is less expensive than in-person selling
A medical "detailer" that represents an ethical pharmaceutical house, who builds goodwill or educates the actual or potential user but is not permitted to take an order, is an example of a ________. A) missionary salesperson B) technician C) demand creator D) solution vendor E) deliverer
A) Missionary salesperson
Gordron Inc. manufactures and markets medical equipment. To ensure that its salespeople are knowledgeable enough to answer all product queries, the company hires only those individuals who have a good understanding of both the medical profession and the mechanics of the equipment used. Which of the following is the most accurate classification of Gordron's salesforce? A) technicians B) demand creators C) deliverers D) order takers E) missionaries
A) Technicians
Which of the following sales positions is most likely to have fixed compensation? A) an FMCG salesperson selling to supermarkets B) a salesperson who handles the industrial customers C) an insurance agent who works part time D) a service representative in charge of handling incoming customer queries E) a telemarketer calling up existing customers to bring in additional sales
B) A salesperson who handles the industrial customers
Which of the following is NOT a main part of managing the sales force? A) recruiting and selecting sales representatives B) identifying prospects for sales representatives C) training sales representatives D) motivating sales representatives E) evaluating sales representatives
B) Identifying prospects for sales representatives
A salesperson who is contacting possible buyers by mail or phone to assess their level of interest and financial capacity is in the ________ step of the selling process. A) preapproach B) prospecting and qualifying C) presentation and demonstration D) following up E) overcoming objections
B) Prospecting and qualifying
In which of the following cases is building a database worthwhile for the company? A) Clare's creates personalized sculptures for special occasions. B) Sales of Clarity soap have fallen over the past few months in all regions. C) 2Wheels sells its most profitable products to repeat customers. D) Uncle Jim's sells its range of snacks in stores throughout the country. E) Ready-to-wear clothes brand Zeep targets the teen and tween market throughout the United States.
C) 2Wheels sells its most profitable products to repeat customers
Key indicators of sales performance include all of the following EXCEPT ________. A) average number of sales calls per salesperson per day B) average revenue per sales call C) advanced marketing cost per sales call D) average cost per sales call E) entertainment cost per sales call
C) Advanced marketing cost per sales call
Which of the following questions is LEAST relevant during the preapproach stage of the sales process? A) How is the buying process conducted at the company? B) Who is involved in buying? C) How can I handle objections? D) What are buyers' personal characteristics? E) What does the prospect need?
C) How can I handle objections
In which of the following cases is building a database worthwhile for the company? A) where the product is a once-in-a-lifetime purchase B) where customers show little loyalty to a brand C) where the company has a long relationship with its customers D) where the unit sale is very small E) where the cost of gathering the information is high
C) Where the company has a long relationship with its customers
A ________ sales force consists of manufacturers' reps, sales agents, and brokers who earn a commission based on sales. A) virtual B) domestic C) contingent D) contractual E) decentralized
D) Contractual
Which of the following statements about technology support for salespeople is NOT true? A) Computer-based decision support systems have been created for sales managers and sales representatives. B) Social media sites make it easier to sell with few, if any face-to-face meetings. C) Going online, salespeople can prime themselves on backgrounds of clients. D) Salespeople often have online access to brochures and prewritten sales letters. E) All of the above are true.
E) All of the above are true
Which of the following is a positive factor when considering the development of a customer database? A) The product is a once-in-a-lifetime purchase. B) There is no contact between the buyer and seller. C) There is a lot of customer churn. D) The unit sale is very small. E) Customer lifetime value is high.
E) Customer lifetime value is high
A company uses sales representatives for selling the company's more complex and customized products to large accounts, while using inside salespeople and Web ordering for low-end selling. Which of the following describes the company's sales force best? A) demand creators B) direct marketing force C) missionary sellers D) technical sales force E) leveraged sales force
E) Leveraged sales force
Fixed compensation receives more emphasis in sales rep jobs with ________. A) a high ratio of selling to nonselling duties B) a high requirement for individual initiatives C) an intensive focus on selling activities D) very little need for teamwork E) technical complexities
E) Technical complexities
Which of the following is a medium of visual identity for a company? A) annual reports B) dress codes C) press releases D) seminars E) trade shows
B) Dress codes
Of the time U.S. consumers spend with all media, almost ________ is spent online. A) one-quarter B) one-third C) two-thirds D) one-half E) three-quarters
D) One-half
For which of the following product categories are consumers LEAST likely to engage with on social networks? A) laundry detergent B) news media C) charities D) fashionable clothing E) entertainment media
A) Laundry Detergent
Qualities such as candor, humor, and naturalness make a spokesperson ________, which is an important component of spokesperson credibility. A) likable B) an expert C) trustworthy D) transformational E) informational
A) Likable
The offer strategy for direct mail has five elements: the product, the offer, the medium, the distribution method, and the ________. A) outside envelope B) creative strategy C) sales letter D) circular E) reply form
B) Creative strategy
What percentage of word-of-mouth content cascades to more than one person beyond the initial recipient? A) 4 percent B) 10 percent C) 23 percent D) 40 percent E) 75 percent
A) 4 Percent
Internet users spend ________ of their time online searching for information. A) 5 percent B) 10 percent C) 12 percent D) 15 percent E) 20 percent
A) 5 percent
Which of the following is an example of a word-of-mouth marketing communication platform? A) chat rooms B) billboards C) factory tours D) incentive programs E) trade shows
A) Chat rooms
Which of the following is a disadvantage of using Yellow Pages as an advertising medium? A) high competition B) poor local market coverage C) low believability D) lack of adequate reach E) high total costs
A) High competition
Which of the following is NOT one of the steps that can improve the likelihood of starting positive buzz? A) Identify underserved, inactive individuals and devote extra effort to them. B) Supply key people with product samples. C) Work through community influentials. D) Develop word-of-mouth referral channels to build business. E) Provide compelling information that customers want to pass along
A) Identify undeserved, inactive individuals and devote extra effort to them
One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following is a negatively oriented relevant brand need? A) normal depletion B) sensory gratification C) social approval D) intellectual stimulation E) value enhancement
A) Normal depletion
Moonburst is a newly launched brand of energy drinks, one among many other recently introduced competing brands. The advertising agency handling Moonburst's account decides that to better promote Moonburst, it has to zero in on an advertising medium that would offer flexibility to alter its advertising message and the ability to fit in with the modest advertising budget. Also, the medium has to provide a high repeat exposure of the advertising message to the target audience. The advertising agency would be happy to trade off audience selectivity and creative possibilities if the medium satisfies the above criteria. Which of the following would be the best option for Moonburst? A) outdoor media B) radio C) magazines D) television E) Yellow Pages
A) Outdoor media
Which of the following is an example of an advertising platform? A) posters and leaflets B) company magazines C) fairs and trade shows D) sales presentations E) continuity programs
A) Posters and leaflets
Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool? A) Public relations can reach prospects who prefer to avoid mass media and targeted promotions. B) They incorporate an incentive that gives value to the consumer. C) Given their live, real-time quality, public relations tools are actively engaging for consumers. D) Public relations communications can be prepared to appeal to the addressed individual. E) Public relations tools create an immediate, interactive episode between two or more persons.
A) Public relations can reach prospects who prefer to avoid mass media and targeted promotions
Which of the following is NOT one of the four important contributions an effectively trained company sales force can make to consumer marketing? A) remind end-consumers about the product B) increase stock position C) build enthusiasm D) conduct missionary selling E) manage key accounts
A) Remind end-consumers about the product
Which of the following is a factor considered when a customer is evaluated based on the RFM formula? A) the amount of time passed after the customer's last visit B) the product categories purchased by the customer C) the mode of payment used by the customer D) the location from which the customer has bought goods E) the type of feedback provided by the customer
A) The amount of time passed after the customer's last visit
Which of the following is NOT one of the advantages of direct mail? A) The cost per thousand is lower than for mass media. B) It permits target market selectivity. C) It can be personalized. D) It allows early testing and response measurement. E) It is flexible.
A) The cost per thousand is lower than for mass media
Which of the following is an element of an offer strategy? A) the medium used for delivery B) the number of customers in the locality C) the vision of the company D) the skills required for production E) the details of customer order received
A) The medium used for delivery
Which of the following is a disadvantage of using television as an advertising medium? A) high absolute cost B) low audience attention C) lack of reach among audience D) high audience selectivity E) absence of clutter
A) high absolute cost
Greta is attempting to get as many orders as possible. Which direct marketing tool is generally associated with the highest order response rate? A) e-mail to an internal company list B) direct mail to an internal company list C) e-mail to a general list D) direct mail to a general list E) no difference between e-mail and direct mail
B) Direct mail o an internal company list
Which of the following tools or combinations of tools is most influential at the comprehension stage of buyer readiness? A) sales promotion and advertising B) advertising and personal selling C) publicity and personal selling D) reminder advertising and publicity E) sales promotion and personal selling
B) Advertising and personal selling
Which of the following increases the likelihood a brand is discussed in face-to-face, oral communications? A) brand novelty B) brand salience C) brand excitement D) brand surprise E) brand edginess
B) Brand salience
A pioneer in China, ________ created a national campaign asking Beijing residents to send text messages guessing the high temperature in the city every day for just over a month for a chance to win a one-year supply of its products. A) PepsiCo B) Coca-Cola C) Red Bull D) Poland Spring E) Unilever
B) Coca-cola
Stacey wants to use a highly relevant, engaging, and implicit communications mix mode to use a "soft sell" approach for her new makeup line. The communications mix mode that has these characteristics is ________. A) sales promotions B) events and experiences C) advertising D) direct and interactive marketing E) personal selling
B) Events and experiences
JBJ Sports is a leading sporting goods manufacturer from Atlanta. It has recently initiated a program in association with the Food4Kids Foundation, which raises funds to promote nutritional awareness of young children. The company plans to donate $1 for every item it sells in the North American market. Also, JBJ has roped in professional sports teams associated with it to wear the Food4Kids logo on their team gear. Which of the following best describes the motivation for JBJ's involvement in the program? A) entertaining key clients or rewarding key employees B) expressing commitment to the community or on social issues C) permitting merchandising or promotional opportunities D) stimulating quicker or greater purchase of particular brands E) identifying with a particular target market or lifestyle
B) Expressing commitment to the community or on social issues
Sonic's mobile app uses ________ to tell customers when they are near a Sonic restaurant. A) interstitial ads B) GPS data C) mini-billboards D) Facebook E) LinkedIn
B) GPS data
Which of the following is a blog network? A) Facebook B) Gawker Media C) MySpace D) Groupon E) YouTube
B) Gawker Media
A social network which focuses on career-minded professionals is ________. A) Facebook B) LinkedIn C) MySpace D) Twitter E) Gawker
B) Linkedin
Which of the following is a disadvantage of using magazines as an advertising medium? A) low geographic and demographic selectivity B) long ad purchase lead time C) low-quality reproduction D) small "pass-along" readership E) lack of credibility
B) Long ad purchase lead time
Which of the following is a reason why marketers see appeal in using mobile devices as a communication tool? A) Users frequently share the devices. B) Marketers can personalize messages. C) Users turn them on only when they want to engage with brands. D) They do not distract consumers by offering a payment system. E) They are used only in limited locations.
B) Marketers frequently share the devices
The most effective communications mix tool at later stages of the buying process is ________ because it is particularly effective at building buyer preference, conviction, and action. A) sales promotions B) personal selling C) advertising D) direct and interactive marketing E) events
B) Personal selling
Online customer reviews are the second-most trusted source of brand information. What is the most trusted source? A) print advertising B) recommendations from friends and family C) salesperson recommendation D) celebrity endorsements E) Facebook recommendations
B) Recommendations from friends and family
The "Got Milk" campaign was intended to boost sagging milk consumption among Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of milk when intended to be used with certain foods, such as cookies or muffins, advising consumers to stock up on milk to avoid such inconveniences. The "Got Milk?" campaign is an example of ________ advertising. A) informational B) reminder C) institutional D) comparative E) reinforcement
B) Reminder
One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following relevant brand needs is most likely emphasized by an advertisement for a luxury car? A) problem removal B) sensory gratification C) normal depletion D) intellectual stimulation E) problem avoidance
B) Sensory gratification
When researchers seek to evaluate word of mouth according to the relevance, sentiment, and authority of where the message came from, they are focused on characterizing the message's ________. A) speed B) source C) scale D) share E) space
B) Source
The Gilt Groupe sends more than 3,000 variations of its daily e-mail for its flash-sale site based on recipients' past ________, browsing history, and purchase history. A) complaints B) click-throughs C) comments D) ratings E) interstitials
B) click-throughs
Which of the following is one of the elements of a site's ease of use? A) Individual pages are clean and not crammed with content. B) The first page is easy to understand. C) Typefaces and font sizes are very readable. D) The site makes good use of color. E) The site has user-centric privacy controls.
B) the first page is easy to understand
Experts recommend mobile ad copy should occupy ________ percent of the screen. A) 10 B) 25 C) 50 D) 75 E) 90
C) 50
Which of the following marketing communications tools is most influential at the maturity stage of a product's life cycle? A) sales promotions B) direct marketing C) advertising D) publicity E) interactive marketing
C) Advertising
Rather than merely counting media exposures, a better measure of marketing public relations effectiveness is the ________. A) number of promotional tools required B) effect it has on its market capitalization C) change in product awareness, comprehension, or attitude D) changes observed in media behavior E) impact it has on the company's market share
C) Change in product awareness, comprehension, or attitude
Which of the following is an advantage of online communications for marketers? A) Consumers cannot effectively screen out your messages. B) Companies can accurately track how effective their ads are because software filters out all bogus hits. C) Companies can offer tailored information or messages that engage consumers. D) Advertisers maintain complete control over the message. E) Advertisers do not need to worry as much about context.
C) Companies can offer tailored information or messages that engage consumers
Comparative advertising works best when ________. A) it elicits cognitive and behavioral motivations simultaneously B) the firm is trying to minimize brand dilution C) consumers are processing advertising in a detailed, analytical mode D) it elicits affective motivation, followed by cognitive motivation E) the advertising message uses negative fear appeals
C) Consumers are processing advertising in a detailed, analytical mode
Which of the following best characterizes average consumers' current media consumption patterns? A) Consumers spend more time listening to the radio than on their mobile phones, but less time on magazines and newspapers. B) Consumers spend more time reading magazines and newspapers than on their mobile phones, but less time listening to the radio. C) Consumers spend more time on mobile devices than on radio, magazines, and newspapers combined. D) Consumers spend an average of two hours and 52 minutes on radio, magazines, and newspapers combined. E) Consumers spend an average of one hour and 46 minutes on mobile devices.
C) Consumers spend more time on mobile devices than on radio, magazines, and newspapers combined
Which of the following is an example of a trade promotion? A) free samples B) discount coupons C) display allowances D) contests for sales reps E) premiums
C) Display allowances
Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods? A) consumers' brand knowledge B) impact on sponsor's bottom line C) extent of media coverage D) brand exposure reported by consumers E) sales pattern of sponsored products
C) Extent of media coverage
Johnson & Johnson had an ad for Tylenol headache reliever that would pop up on brokers' Web sites whenever the stock market fell by 100 points or more. This is an example of a(n) ________. A) microsite B) pay-per-click ad C) interstitial D) search ad E) banner ad
C) Interstitial
TV advertising is considered to be particularly advantageous because ________. A) messages have extended exposure B) it has a low absolute cost C) it is appealing to the senses and generates high attention D) it reaches highly selective audiences E) it offers low clutter
C) It is appealing to the senses and generates high attention
________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience. A) Media scheduling B) Content analysis C) Media selection D) Communication design E) Copy testing
C) Media selection
Which of the following statements is TRUE of the factors that affect an advertising budget? A) High-market-share brands usually require proportionately high advertising expenditure as a percentage of sales to maintain share. B) Brands in less-differentiated or commodity-like product classes require less advertising to establish a unique image. C) New products typically merit large advertising budgets to build awareness and to gain consumer trial. D) In a market with few competitors and moderate advertising spending, a brand must advertise more heavily to be heard. E) Established brands usually are supported with high advertising budgets, measured as a ratio to sales.
C) New products typically merit large advertising budgets to build awareness and to gain consumer trial
Personal influence in marketing communications carries great weight when the product being marketed ________. A) is a convenience item B) is considered to be safe and risk-free C) suggests something about the user's status or taste D) is purchased on a frequent basis E) is used without being recommended by others
C) Suggests something about the user's status or taste
PepsiCo created a Mission Control Center-set up like a broadcast television control room-in the middle of the marketing department in its Chicago headquarters. What was the purpose of this effort? A) to monitor the performance of Coca-Cola B) to create a blog to promote its Gatorade brand C) to monitor the Gatorade brand on social networks around the clock D) to measure sales of its Gatorade brand on a minute-to-minute basis E) to get involved in consumers' conversations about their daily lives
C) To monitor the gatorade brand on social networks around the clock
GlaxoSmithKline sponsored a weight-loss community in preparation for the launch of its first weight-loss drug, Alli. Which of the following could be a key marketing benefit of forming an online community? A) A community enables GlaxoSmithKline to create opinion leaders. B) Users generate their own content, so ads may appear near a variety of messages. C) Two-way information flow can give the company customer information and insights. D) The community can become a point of contact for product recalls. E) An online community offers controllable one-way communication with customers.
C) Two-way information flow can give the company customer information and insights
Which of the following is NOT one of the ways companies are using mobile apps? A) utilize GPS data to provide location-based offers B) add social value and entertainment to consumers' lives C) utilize cookies to track mobile activity D) track behavior across tablets and mobile devices E) track loyalty program participation
C) Utilize cookies to track mobile activity
Share of ________ represents the proportion of company advertising of a product to all advertising of that product. A) wallet B) mind C) voice D) market E) cost
C) Voice
Under which of the following conditions is the reach of media the most important factor in media selection? A) when introducing frequently purchased brands B) when going into a defined target market C) when launching extensions of well-known brands D) when there are strong competitors to a brand E) when there is high consumer resistance to the product
C) When launching extensions of well-known brands
Which of the following extrinsic factors is most likely to sway a consumer's decision about whether to contribute to social media? A) whether they are having fun B) whether they are learning C) whether it affects their self-image D) whether the brand is novel E) whether their family is having fun
C) Whether it affects their self-image
Greta is marketing a product that is technologically advanced and requires a great deal of explanation. Which direct response tool should she use? A) direct mail B) e-mail C) infomercial D) inbound telemarketing E) outbound telemarketing
C) infomercial
Pepe Homes manufactures a range of bathroom accessories and fittings that include bath tubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned advertising campaign, the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury. To this effect, the medium should offer marketers a high degree of audience selectivity and high-quality reproduction. Which of the following advertising media would best serve the advertising purposes of Pepe Homes? A) outdoor media B) radio C) magazines D) television E) newspapers
C) magazines
All response hierarchy models of the communication process assume the buyer passes through cognitive, affective, and behavioral stages, in that order. Which of the following product categories lends itself most appropriately to such a "learn-feel-do" sequence? A) socks B) salt C) real estate D) gasoline for a car E) airline tickets
C) real estate
Which of the following statements is TRUE of the role of advertising in business markets? A) Advertising is unsuitable for explaining a product's features. B) Business marketers tend to spend comparatively more on advertising. C) Business buyers consider advertising inappropriate for reaching them. D) Advertisements can legitimize the company and introduce its products. E) Salespeople generate leads through personal selling and use advertising for follow-up.
D) Advertisements can legitimize the company and introduce its products
Which method for establishing the total marketing communications budget sets communication budgets to achieve the same amount of share-of-voice as competitors? A) comparative-parity method B) objective-and-task method C) affordable method D) competitive-parity method E) percentage-of-sales method
D) Competitive-parity method
Dante is a media buyer with Shelvey Partners, an ad agency in San Francisco. He is currently working on charting a media plan for the ads of a department store chain to target the upcoming Thanksgiving weekend. Which of the following advertising timing patterns is best suited for running these ads? A) continuity B) flighting C) pulsing D) concentration E) frequency capping
D) Concentration
Marketing communications budgets tend to be higher when conditions include ________. A) high channel support B) hardly any change in the marketing program over time C) products purchased infrequently and in large quantities D) differentiated products and nonhomogeneous customer needs E) easily reachable customers
D) Differentiated products and nonhomogenous customer needs
The darker side of direct marketing, from a consumer perspective, includes all of the following EXCEPT ________. A) irritation B) unfairness C) deception and fraud D) federal regulation E) invasion of privacy
D) Federal regulation
Nadya is designing a mobile ad to promote her company's widgets. Where should the company's logo appear in the mobile ad? A) in the middle of the ad B) centered at the bottom C) centered at the top D) in the corner E) It should not appear.
D) In the corner
Which of the following parameters forms the basis for measuring sponsorship effectiveness using demand-side methods? A) impact on market share of sponsor B) amount of time a brand is clearly visible on a television screen C) amount of relevant newsprint mentioning the sponsor D) influence on consumers' brand knowledge of the sponsor E) net impact on the sponsor's bottom line
D) Influence on consumers' brand knowledge of the sponsor
Which of the following is a disadvantage of using a percentage-of-sales method to determine the marketing communications budget? A) It assumes competitors know better than the company's own planners. B) It results in high communication expenditures irrespective of what the company can afford. C) It is overly focused on the relationship among communication cost, selling price, and profit per unit. D) It treats sales as what determines communication, rather than as the result of effective communication. E) It is too focused on long-range planning.
D) It treats sales as what determines communication, rather than as the result of effective communication
________ time is the time necessary to prepare a promotional program prior to launching it. A) Sell-in B) Link C) Setup D) Lead E) Hold
D) Lead
Premiums, as a consumer promotion tool, are defined as ________. A) offers to consumers of savings off the regular price of a product, flagged on the label or package B) certificates entitling the bearer to a stated saving on the purchase of a specific product C) programs providing rewards related to the consumer's frequency and intensity in purchasing the company's products or services D) merchandise offered at a relatively low cost or free as an incentive to purchase a particular product E) values in cash or in other forms that are proportional to patronage of a certain vendor or group of vendors
D) Merchandise offered at a relatively low cost or free as an incentive to purchase a particular product
The management of Raleigh Bicycles observes that the company's selling costs are affected by the increased number of visits that salespeople make to meet dealers. The company decides to reduce its personal selling costs by making sales calls to dealers via telephone. This marketing strategy used by Raleigh is an example of ________. A) inbound telemarketing B) search marketing C) internal marketing D) outbound telemarketing E) paid-search marketing
D) Outbound telemarketing
Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness? A) advertising B) publicity C) sales promotion D) personal selling E) events and experiences
D) Personal selling
Which of the following ads depict a transformational appeal? A) Thompson Water Seal can withstand intense rain, snow, and heat B) DIRECTV offers better HD options than cable or other satellite operators C) NBA phenomenon LeBron James pitching McDonald's D) Pringles slogan, "Once You Pop, the Fun Don't Stop" E) Aleve's message that it offers the longest-lasting pain relief
D) Pringles slogan, "Once you pop the fun don't stop"
Which of the following is a disadvantage of using direct mail as an advertising medium? A) low audience selectivity B) lack of flexibility C) high competition within same medium D) relatively high cost E) lack of personalization of advertising message
D) Relatively high cost
Which of the following benefits is offered by sales promotion tools? A) Sales promotion tools are more authentic and credible to buyers than advertising. B) Sales promotion tools can reach prospects who prefer to avoid mass media. C) Sales promotion tools are typically an indirect form of "soft-sell," so customers welcome them. D) Sales promotion tools provide an incentive that gives value to the consumer. E) Sales promotion tools allow buyers personal choices and encourage them to respond directly.
D) Sales promotion tools provide an incentive that gives value to the consumer
Luke is considering the various options available to him to promote an energy drink, Turbozade, that has decreasing sales volumes after having peaked some time back. Which of the following marketing communications tools should Luke focus marketing efforts on to keep the sales volume up? A) advertising B) direct marketing C) events and experiences D) sales promotions E) publicity
D) Sales promotions
Which of the following marketing communications tools is most influential at the reordering stage of buyer readiness? A) events and experiences B) publicity C) direct marketing D) sales promotion E) interactive marketing
D) Sales promotions
DuPont measures online word of mouth in terms of how far its social media campaign reached. This is an example of measuring the ________ of word of mouth. A) authority B) speed C) relevance D) scale E) sustainability
D) Scale
An advertising objective to stimulate more usage of a product is appropriate under which of the following conditions? A) The advertised product belongs to a nascent product category. B) The company is not the market leader. C) The advertised brand is superior to the market leader. D) The product class is mature. E) Brand usage for the product is very high.
D) The product class is mature
Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions. What is the most likely objective of Mountain Dew's sponsorship of these events? A) to enhance corporate image B) to express commitment to the community or on social issues C) to entertain key clients or reward key employees D) to create perceptions of key brand image associations E) to become part of a personally relevant moment in consumers' lives
D) To create perceptions of key brand image associations
Which of the following is an example of a situation that is NOT conducive to database marketing? A) Rushbury Theater relies on the generosity of donors to keep functioning. B) Kenilworthy retails luxury handbags and leather accessories to a select clientele. C) 2Wheels sells its most profitable products to repeat customers. D) Uncle Jim's sells its range of snacks in stores throughout the country. E) PetZone offers obedience classes, a doggie daycare, and other services for pets in the Manhattan area.
D) Uncle Jim's sells its range of snacks in stores throughout the country
Under which of the following conditions is the frequency the most important factor in media selection? A) when introducing flanker brands B) when launching infrequently purchased brands C) when going into undefined target markets D) when there is high consumer resistance to the product E) when there is modest competition to the brand in the market
D) When there is high consumer resistance to the product
Advertising and publicity tools play the most important roles in influencing buying decisions at the ________ stage of buyer readiness. A) comprehension B) conviction C) ordering D) reordering E) awareness-building
E) Awareness-building
Which of the following marketing communications tools has the highest cost-effectiveness in the introduction stage of the product life cycle? A) personal selling B) sales promotion C) interactive marketing D) direct marketing E) events and experiences
E) Events and experiences
When Fred sends in the box top from his cereal to receive a free DVD of a cartoon featuring one of his favorite characters, he is responding to a ________. A) self-liquidating premium B) with-pack premium C) reduced-price pack D) banded pack E) free in-the-mail premium
E) Free in-the-mail premium
Which of the following is an advantage of using newspapers as an advertising medium? A) long lifespan B) high reproduction quality C) huge "pass-along" audience D) high level of targeting E) good local market coverage
E) Good local market coverage
Which of the following is NOT an example of viral marketing? A) Quicksilver puts out surfing videos and surf-culture books for teens. B) Johnson & Johnson has a popular parenting advice Web site. C) Walmart places videos with money-saving tips on YouTube. D) Mountain Dew has a record label and offers free downloads. E) Hasbro places a Facebook ad about its TV channel.
E) Hasbro places a Facebook ad about its TV channel
Which of the following is an advantage of using radio as an advertising medium? A) higher attention than television B) standardized rate structures C) long duration of ad exposure D) high quality reproduction E) high geographic selectivity
E) High geographic selectivity
Apple hosts a large number of forums, which become customers' primary source of product information after warranties expire and are organized by product lines and type of user (consumer or professional). These forums are an example of ________. A) niche networks B) social networks C) microblogs D) blogs E) online communities
E) Online communities
Marketing communication strategy can be decided by conducting an image analysis, which profiles the target audience in terms of ________. A) brand knowledge B) purchase patterns C) demographic characteristics D) income levels E) psychographic characteristics
E) Psychographic characteristics
OrdOnline, a pure click company offering online auctioning, decides to launch a promotional program to increase its sales. To select a target market, the company identifies customers who have made at least three purchases and spent at least $150 in the past six months. Which of the following strategies is used here for targeting customers? A) viral marketing B) objective screening C) internal targeting D) catalog marketing E) RFM formula targeting
E) RFM Formula targeting
As Ben manages communications for his company's watch brand, which has reached the decline stage in the product life cycle, which of the following marketing communications mix tools is he most likely to continue? A) interactive marketing B) advertising C) personal selling D) direct marketing E) sales promotion
E) Sales promotion
Which of the following is NOT a benefit of a social media presence for a brand? A) Social media allows marketers to establish a public voice and presence online. B) Social media can cost-effectively reinforce other communication activities. C) Social media can encourage companies to stay innovative and relevant. D) Social media can be used to build or tap into online communities. E) Social media allows companies to have a short-term focus.
E) Social media allows companies to have a short-term focus
DuPont's measures of online word of mouth include ad campaigns' ________, that is, the extent to which a campaign was not a one-shot deal. A) authority B) sentiment C) relevance D) scale E) sustainability
E) Sustainability
Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships, by virtue of its sponsorships of the marquee events. What is the most likely objective for Rolex's sponsorship deal with these events? A) to permit merchandising or promotional opportunities B) to express commitment to the community or on social issues C) to create experiences and evoke feelings D) to identify with a particular target market or lifestyle E) to increase salience of company or product name
E) To increase salience of company or product name
