Marketing test 5
Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?
Advertising
____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.
Advertising agencies
Which of the following is the best example of the promotional objective of combating competitive promotional efforts?
After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks.
___________ links the purchase of an organization's products to support of philanthropic organizations favored by the target market.
Cause-related marketing
OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?
Communication channel
Which of the following lists forms of competitive advertising?
Comparative, reminder, reinforcement
What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands?
Competitive
Advertising appropriations are largest for which type of product?
Convenience goods
The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage?
Decline
A marketer uses pioneer promotion in the introductory stage of the product life cycle, when there are many competitive brands.
False
A news story about a product is an example of sales promotion.
False
A reseller advertising a manufacturer's products is viewed as strong manufacturer support.
False
Advertising is an inflexible promotional method.
False
Advertising is one element of the promotion mix that is too expensive for small business firms.
False
An organization's promotion mix is viewed as an unchanging part of the marketing mix.
False
Business organizations are the only major users of advertising.
False
Which is the best example of noise that originates with the receiver in the communication process?
Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness.
Assisting the producer's customers in selling to those customers is the major purpose of which type of salesperson?
Missionary salesperson
Which of the following is the most commonly used type of publicity-based public relations tool?
News release
The assumption that sales create advertising is a disadvantage of which approach to setting an advertising budget?
Percent-of-sales
High-priced products usually depend heavily on which promotion mix ingredient?
Personal selling
Kinesic communication is an element in which type of promotional method?
Personal selling
Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback?
Personal selling
During the introduction stage of the product life cycle, which type of promotion would a firm focus on?
Pioneer
Which of the following types of promotion informs potential customers about a product and what it is?
Pioneer
When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have been?
Pioneer promotion
A television advertisement showing the safety features of the Volvo "Cross Country" Wagon would be best classified as which of the following?
Product advertising
Which of the following is not a public relations tool?
Product sample
_____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.
Public relations
Sales objectives for individual salespeople can be stated in several ways. Which of the following would least likely be used for stating an individual salesperson's goal?
Ratio of profits relative to number of sales calls
Newspaper ads for Blue Haven Pools offering discounted prices during October are examples of which of the following uses of promotion?
Reducing sales fluctuations
Which of the following involves building mutually beneficial long-term associations with a customer usually a business customer through regular communications over prolonged periods of time.
Relationship selling
Frequently, Burger King restaurants offer 32-ounce glasses depicting currently popular movie characters free with the purchase of a large drink. This example illustrates Burger King's use of which one of the following elements of the promotion mix?
Sales promotion
Procter & Gamble periodically sends out coupons and free samples of products like Downy fabric softener. This illustrates P&G's use of which of the following elements of the promotion mix?
Sales promotion
Which of the following is least likely to be directly involved in actually making sales?
Support salespeople
Which of the following types of salespeople facilitate the selling function but are not involved solely with making sales?
Support salespeople
In which of the following does the salesperson join with people from the firm's financial, engineering, and other functional areas to engage in the personal selling process?
Team selling
Which of the following is particularly appropriate for pricey high-tech business products, such as jet aircraft and medical equipment?
Team selling
What is an advertising platform most commonly based upon?
The opinions of employees within the firm or the advertising agency
Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?
The role of promotion is to stimulate product demand.
Which of the following is not true when making the sales presentation?
The salesperson should focus on anticipating questions and answering them before they're asked.
Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?
The size, geographic distribution, and demographic characteristics
Maria Martinez works for a cosmetics manufacturer and is responsible for ensuring that retailers have adequate quantities of products when they need them. However, she is directing much of her effort toward helping the retailers promote the products. She would be characterized as belonging to which group of salespeople?
Trade salespeople
A breakfast cereal maker most likely will not use personal selling to promote its product.
True
A business usually cannot operate at peak efficiency when sales fluctuate significantly.
True
A communications channel is the vehicle used to transmit the coded message from the source to the receiver.
True
A promotion mix is a blend of four possible ingredients, which are advertising, personal selling, public relations, and sales promotion.
True
A television advertisement that transmits several types of audio messages and visual materials may be ineffective.
True
Advertising is a paid form of nonpersonal communication.
True
Advertising is paid nonpersonal communication transmitted through mass media.
True
Communication is a sharing of meaning.
True
When deciding on sales promotion methods to employ, marketers take several factors into consideration. Which factor below is unlikely to affect decisions regarding sales promotion methods?
Type of package
Advertising agencies typically receive
a 15 percent commission paid by the media from which it makes purchases.
Since Whizz is a new product, which of the following promotional methods would you least recommend?
a price-reduction sales promotion.
Sales promotion is defined as a(n)
activity used as a direct inducement to resellers, salespeople, or consumers.
One of the biggest problems associated with ___________ as an element of promotion is the high absolute dollar outlay often required.
advertising
The use of a pull policy may require heavy expenditures for
advertising and sales promotion.
The total amount of money a marketer allocates for advertising for a specific time period is the
advertising appropriation.
The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the
advertising platform.
A paid form of nonpersonal communication about an organization and/or its products that is transmitted to a target audience through a mass medium is
advertising.
An advertising platform is the
basic issue or selling point that an advertiser wishes to include in an advertising campaign.
Brands that are promoted through comparative advertising are most likely to be
brands that are attempting to compete with market leaders.
An attempt to create a trend or acceptance of a product through word-of-mouth communication is called
buzz marketing.
Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of
buzz marketing.
Promotion tends to
capitalize on existing needs.
When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using
cause-related marketing.
Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the ___________ consideration in effective communication.
channel capacity
Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote one of the company's new products. One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time. The assistant is specifically concerned about limits in the receiver's
channel capacity.
Each communication channel has a limit on the volume of information it can handle effectively. This limit is called
channel capacity.
For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their
channel capacity.
In marketing communication terms, the speed of an Internet connection relates to
channel capacity.
The _____ stage of the personal selling process is when the salesperson asks the prospect to buy the product.
closing
Stacey's client group has been gradually shrinking and she is looking for new prospective clients. She has decided to spend a couple of days approaching potential customers without any prior consent. Stacey's method of approach is known as
cold canvass.
A sharing of meaning defines
communication
Advertising campaign objectives that are aimed at making customers' attitudes more favorable are stated in ________ terms.
communication
The basic function of promotion is
communication
The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of
communication channel.
The vehicle through which the coded message is transmitted from the source to the receiver is called a(n)
communication channel.
Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered
communication channels.
A content analysis of an organization's messages, readability studies, and readership surveys are all tools used to conduct a(n)
communications audit.
An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that
competitive products lack.
Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called
competitive.
All of the following are key areas of sales force management except
coordinating sales promotion efforts.
A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____________ advertising.
deceptive
After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by
defining the advertising objectives.
Primary demand is defined as
demand for a product category.
A company may determine how many sales calls per year it needs to serve customers effectively and divide that by the average number of sales calls made by one salesperson in order to
determine sales force size.
After the advertising budget is determined, the next step in creating an advertising campaign is
developing the media plan.
Communication can be viewed as a circular process because
during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver.
The receiver's response to a message is ___________ for the source.
eedback
As Emily Jeffries prepares the script for a radio commercial for her boutique, she is engaging in the _______ stage of the communication process.
encoding
Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to
encourage product trial.
If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion
encourages materialism.
Retro64 distributes free downloadable versions of its computer games for a short time. These efforts have a primary promotional objective of
encouraging product trial.
After compiling a list of potential customers, a salesperson must
evaluate whether each prospect is able, willing, and authorized to buy the product.
The last stage in the development of any advertising campaign is
evaluating the effectiveness of advertising.
An advantage of the arbitrary approach for determining the advertising appropriation is that it is
expedient.
When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to
facilitate reseller support.
Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of
facilitating reseller support.
In one corner of its magazine advertisement for office copiers, Epson places a small box asking for the names and addresses of individuals or companies seeking more information. Epson has included this box to facilitate ___________ for this communication.
feedback
A sales representative for Coca-Cola travels to various restaurants to determine how much syrup the customer needs for the coming period. This sales representative would be classified as a(n)
field order taker.
A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known as
flighting.
The purpose of the ___________ stage in personal selling is to determine customers' problems and questions about using the product.
follow-up
The final stage of the selling process is
follow-up.
The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising
frequency
In order for customers to receive greater customization and service, they must be willing to
give information about themselves and their tastes.
As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by and explain her firm's new line of industrial fasteners. A(n) ___________, which is a form of tactile communication, concludes the session.
handshake
A common form of tactile communication in U.S. business activities is
handshaking.
The two main reasons for criticism of promotional activities are that promotion
has some flaws, and it pervades our daily lives.
The basic promotional objective underlying a magazine advertisement with a direct-response information form that requests the reader to complete and mail the form to receive additional information is to
identify prospects.
A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of
identifying prospects.
Bowflex uses infommercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at
identifying prospects.
The first stage in the development of any advertising campaign is
identifying the advertising target audience.
Effective management of integrated marketing communications is based upon
information about customers.
Promotion helps consumers because it
informs consumers and places them in a position to specify the products that they seek.
Measuring effectiveness during a campaign is usually accomplished by using
inquiries.
Michelle works for a company that sells rotisseries for chicken and other foods. She answers phone calls from customers who see infomercials on TV and call to order the product. Michelle is considered a(n)
inside order taker.
The two groups of order takers in personal selling are
inside order takers and field order takers.
Retail salespeople are classified as
inside order takers.
Face-to-face communication such as product sampling and personal selling provides marketers with
instant feedback.
Advertising that promotes organizational images or ideas is __________ advertising.
institutional
First Union Bank airs a series of radio ads that claim, "We are the friendly bank." This campaign would best be described as __________ advertising.
institutional
The advertising mentioned above in which Toyota features all brands of the company would be an example of
institutional advertising.
Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby's for a roast beef feast, but is told that the special offer is not available at that location. Arby's seems to lack
integrated marketing communications.
If FedEx-Kinko's decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx- Kinko's would likely be striving to practice
integrated marketing communications.
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines
integrated marketing communications.
Pioneer promotion is most likely to be used during the _____ stage of the product life cycle.
introduction
Public relations
is an element of promotion that should be handled on a continuous basis.
As they walk to the car, Erin Brandeis tells her sales representative, Joachin Perez, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ___________
kinesic
Head nodding, winking, hand gestures, and arm motions are all forms of _________ communication.
kinesic
Channel capacity is determined by the
least efficient component of the communication process.
A salesperson will be better able to determine the prospect's specific needs by
listening carefully to questions and comments and watching reactions during the sales presentation.
If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one's need for
love and affection.
A marketer that wanted to include detailed information in advertisements would most likely use
magazines
Promotion is communication that is
managed.
The message that a source originally encodes and the meaning a receiver ultimately decodes
may be different because of noise.
When encoding the message, the source should use signs that have
meanings that the target market will understand.
Recognition and recall tests are posttest methods based on
memory.
While anticipating objections and countering them before they are asked is a good idea, one negative consequence of doing so is that the salesperson may
mention objections the customer had not thought of.
As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising
message.
Daphne King of Cleborn Pharmaceuticals tells a sales management class at the state university that her job is to call on doctors and explain the benefits of new prescription drugs that her firm develops. Daphne would call herself a(n)
missionary salesperson.
Recruiting and selection of salespeople should include enough steps to yield the information needed to make accurate selection decisions. However, the stages of the process should be sequenced so that the more expensive steps are
near the end.
During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ___________ in the communication process.
noise
Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered
noise
If State Farm Bank decided that it wanted to increase its number of bank customers by 10% in the coming year, it would most likely use the ______________ approach to advertising allocation.
objective-and-task
Yolanda's job is to find new customers for her company's telecommunication services. She encourages existing customers to add more services and finds customers who are completely new to the company. Yolanda would best be classified as a(n)
order getter.
A person who primarily seeks repeat sales is called a(n)
order taker
Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is
personal selling.
Sara Dickson is concerned about the effectiveness of Magnum, Inc.'s promotional messages, and is seeking an approach with immediate feedback. Sara is most likely to achieve this through
personal selling.
Advertising that focuses on stimulating demand for a product category is called _____ advertising.
pioneer
The two major types of product advertising are
pioneer and competitive.
Tim has just finished compiling a list of potential customers and evaluating their ability, willingness, and authority to buy. He knows his next step in the personal selling process is to
preapproach
If promotion does not do its job of stimulating demand, then the
price of the promoted product is likely to increase.
By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate
primary demand.
Toyota's television advertisements for the new Venza are examples of
product advertising.
Suppose that Toyota has decided to contract with the producer of the next James Bond 007 movie to use one of its new vehicles in a chase scene. This would best be an example of
product placement.
If a pull policy is to be used in promoting a product, the firm
promotes directly to consumers.
If the push policy is used in promoting a product, the firm
promotes only to the next marketing institution down the marketing channel.
Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of
promotion
Advertising, personal selling, sales promotion, and public relations are called
promotion mix ingredients.
Promotion can help keep prices lower because
promotion of prices intensifies price competition.
To gain maximum benefit from promotional efforts, marketers must strive to
properly plan, implement, coordinate, and control communications.
Company sales records, commercial databases, newspaper announcements, telephone directories, and public records are all sources used for
prospecting
Developing a list of potential customers is called
prospecting
The first step in the selling process is
prospecting.
Brandon walks around behind purchasing agent Shannon Wise as she looks at the pamphlet describing Hyster's new conveyer system. Shannon stands up and walks to a table on the other side of her office. Brandon follows, but he does not understand the ___________ communication Shannon is sending.
proxemic
When a salesperson varies the physical distance between himself and a customer he is using
proxemic communication.
Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) ______ tool.
public relations
Communication through the use of brochures, annual reports, event sponsorships, and news stores is referred to as
public relations.
Which of the following is not an integrated communications tactic used by Toyota?
publicity
The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of
publicity.
When Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a _________ policy.
pull
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.
pulsing
The three general types of media schedules are
pulsing, continuous, and flighting.
Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month they were available? This tactic would be an example of _____ marketing, while the TV commercials described above would be an example of ________ marketing.
push; pull
The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of
reach.
The individual or group that decodes a coded message is called a
receiver
During the decoding process, the
receiver attempts to convert signs or symbols into concepts and ideas.
Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sierra is the _____ and Wendy's is the _____ of this communication.
receiver; source
A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to
reduce sales fluctuations.
An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to
reduce sales fluctuations.
Factors such as climate, seasons, and holidays tend to lead to the promotional objective of
reducing sales fluctuations.
Blockbuster offers its customers a Blockbuster Rewards Card that allows them to rent every sixth movie free and provides various discounts throughout the year. The primary promotional objective of programs such as this is
retaining existing customers.
The cost of _____ is usually substantially lower than the cost of _____.
retaining existing customers; acquiring new customers
The salesperson must attract and hold the prospect's attention, stimulate interest, and spark a desire for the product during the
sales presentation.
Hunt's decided to put a much larger share of its promotion budget into ___________ because of the heavy reliance it will be placing on coupons in the second quarter.
sales promotion
Sweepstakes, free samples, coupons, and rebates are examples of
sales promotion techniques.
A consumer contest is an example of
sales promotion.
An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is
sales promotion.
If the manufacturers of Whizz were to partner with Whirlpool to place a bottle of Whizz in each new washer that is purchased during the first year, this would be an example of
sales promotion.
Marketers of highly seasonal products tend to have more irregular use of
sales promotion.
When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing
sales promotion.
The makers of Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Whizz. The winner of the contest will receive a $50 gift card for the college bookstore. This method of promotion is an example of _____, and is used to stimulate _______ demand.
sales promotion; selective
The makers of Whizz considered a new promotional method for their product. A small box of Whizz was placed in the mailbox of college students as they came on campus in the fall. Along with the Whizz, the students received a coupon for $1.00 off their next purchase. They could receive another coupon for $3.00 off if they went online and emailed five friends at another college, telling them about Whizz. The friends could then go to a website and print a coupon for $2.00 off their next purchase. The sample boxes given to the college students are an example of ______, while the emails to the five friends are an example of _____.
sales promotion; viral marketing
The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of
salespeople.
When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an attempt to build _________ demand.
selective
When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build
selective demand.
Sales objectives can do all of the following except
serve as a deterrent both to salespeople and their clients.
A salesperson should try to close the sale
several times during the sales presentation.
The identification of an advertisement's sponsor is the
signature.
Home Depot is interested in knowing how its efforts to act in a socially responsible manner through its Habitat for Humanity and disaster relief efforts have affected stakeholders' views of the company. Home Depot should conduct a(n)
social audit.
A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a
source
In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication
source
When developing an advertising campaign, benchmarks need to be included in the
statement of advertising objectives.
The step of the personal selling process in which a salesperson contacts a potential customer is called
the approach.
The process of putting one's thoughts (meaning) into signs (symbols) is called
the coding process.
When a source converts meaning into a series of signs or symbols representing ideas or concept, the source is undergoing
the coding process.
The cost per thousand (CPM) indicator shows
the cost to expose 1,000 people to a one-page magazine advertisement.
Reinforcement advertising is primarily targeted at
the current users of a particular product.
If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on
wholesalers.
If an organization is large and has a large promotional budget, it should utilize all four promotional methods.
False
Proxemic communication is communication through touching.
False
Promotion can assist salespeople in finding likely sales prospects.
True
Selective demand is demand for a certain brand.
True
The verbal portion of an advertisement, including headlines, body, and signature, is called the
copy.
Often when a company introduces a new product or line extension, its promotion will focus on _____ in order to initiate the product-adoption process.
creating awareness
Customer density and distribution are important factors in
creating sales territories.
Channel capacity is determined by the most efficient component of the communication process.
False
Encoding is the process by which a receiver takes the coded message received from the source and converts it into ideas and concepts.
False
Feedback does not exist for mass communication.
False
If a pull policy is used in promoting a product, the producer promotes the product only to the next marketing institution down the channel.
False
Institutional advertising and promotional advertising are the two basic categories of advertising.
False
Promotion that focuses on creating awareness is only important when introducing a new product to the market.
False
Promotion to encourage trial use attempts to retain loyal customers.
False
Public relations is a set of tools to be used primarily during crises.
False
Public relations is nonpersonal communication in news story form about an organization, or its products, or both, transmitted through a mass medium at no charge.
False
Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.
False
Tactile communication is communication through the movement of head, eyes, arms, hands, legs, or torso.
False
The absolute dollar outlay for advertising is usually low.
False
The promotional method most commonly used for highly personal items is personal selling.
False
The receiver's response to the decoded message is called noise.
False
Viral marketing is an attempt to create a trend or acceptance of a product through word-ofmouth communications.
False
When a firm uses mass communication, feedback is rapid.
False
When a push policy is used in promoting a particular product, the producer promotes the product directly to consumers.
False
When encoding a message, the source should use signs or symbols that are new to the audience.
False
While the specific communication vehicles employed in promotion have not changed, the fundamental role of promotion is changing.
False
Word-of-mouth communication is not especially important when people are choosing restaurants and automotive, medical, and personal services such as hair care.
False
Which of the following industries is most likely to employ combative promotional efforts?
Fast food
Advertising that encourages customers to send in reply cards for additional information aids salespeople in achieving which goal of personal selling?
Finding prospects
If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?
It is easier to measure a salesperson's effects on sales than advertising's effects on sales.
Coupons are a form of sales promotion.
True
Demand for a product category rather than for a specific brand is called primary demand.
True
Effective promotional programs require management efforts such as planning, organization, implementation, and control.
True
Firms that link the purchase of their product to philanthropic efforts practice cause-related marketing.
True
If a company has very limited promotional resources, it is most likely to use mainly personal selling.
True
If integrated marketing communications works as intended, customers should receive clear and consistent messages.
True
Interference on one's television set during a commercial is an example of noise.
True
Marketers usually decrease expenditures in advertising for products in the decline stage.
True
Measuring the effect of advertising on sales is difficult.
True
One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect our everyday lives.
True
Personal selling makes possible immediate feedback from consumers.
True
Pioneer promotion neither emphasizes brand names nor compares brands.
True
Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target market(s).
True
Public relations is a broad set of communication efforts used to create and maintain favorable relationships between the organizations and its stakeholders.
True
Rapid feedback enables communicators to quickly improve the effectiveness of their communication.
True
Several forms of promotion can be used to complement personal selling efforts.
True
Signs and symbols that can have more than one meaning should be avoided.
True
Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and try to encourage them to try their products in the hope they will spread favorable word about them.
True
The capacity of a communication channel is determined by the least efficient component of the communication process.
True
The geographic distribution of a firm's customers can affect the combination of promotional methods used.
True
The phrase, purchase products, includes the acceptance of ideas and issues.
True
The price of a product influences the promotion mix to be used by the producer.
True
The role of promotion is to communicate.
True
Today, technology is allowing marketers to be more precise in targeting individual customers.
True
When a push policy is used in promotion of a particular product, the producer promotes the product only to the next channel member.
True
When an individual goes out and buys a product after having seen or read an advertisement for it, feedback is occurring.
True
When feedback occurs, the source becomes the receiver.
True
Why should a benchmark statement be included in advertising objectives?
Without a reference point, it is difficult to determine to what degree objectives have been accomplished.
Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?
Word-of-mouth communication
Cost efficiency, repetition, and adding product value are all potential benefits of
advertising.
When a company promotes its position on a public issue, this is specifically referred to as ______ advertising.
advocacy
When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using
advocacy advertising.
In establishing sales promotion objectives, a marketer should always
align objectives with the organization's overall objectives.
An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or
an advertising agency.
Effective motivation of a sales force is best achieved through
an organized set of activities performed continuously.
All of the following are examples of publicity-based public relations tools except
annual reports.
Rick has reviewed a prospect's account and credit history, identified product needs, and gathered the appropriate literature. He feels he is ready for the ____ step of the personal selling process.
approach
Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they
are potentially harmful.
The step in developing an advertising campaign that directly precedes campaign execution is
creating the advertising message.
The most common sales force evaluation practices are for sales managers to compare a salesperson's performance with other salespeople operating under similar selling conditions, or to compare
current performance with past performance.
Order-getting activities are divided into two categories:
current-customer sales and new-business sales.
The most effective method of determining platform issues is to use a survey of
customers.
When better market conditions prevail or when company growth occurs, a company may suffer if it
cut back the size of its sales force.
Creative selling, which requires that salespeople recognize a potential buyer's needs and then provide the prospect with the necessary information, is performed by
order getters.
A consumer jury is a
panel of potential buyers of the advertised product brought together to pretest an advertising message.
Selective demand is demand for a
particular brand.
Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on
personal selling.
Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on
personal selling.
A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during
the preapproach.
Sales force objectives are generally established for
the total sales force and for each salesperson.
During the personal selling process, a salesperson, if possible, should handle objections when
they arise.
Jana works for Hormel Foods and she frequently sets up special displays and distributes samples of Hormel products to customers in supermarkets. Jana would best be classified as a(n)
trade salesperson.
Mrs. Brucker, you would agree that this is the most attractive car interior in this price range, wouldn't you?" Cliff Davis, a salesperson at Midtown Ford, was using a(n) ___________ when he made this statement.
trial close
Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer. This is known as
viral marketing.
