MKTG Unit 3 Practice Questions

When a push policy is used in promotion of a particular product, the producer promotes the product only to the next channel member. a. True b. False

a. true

To assume that sales create advertising is incorrect. a. True b. False

a. true

The two types of selling activities under the sales structure are current-customer sales and new-business sales. a. True b. False

a. true

The advertising platform is the foundation on which campaign messages are built. a. True b. False

a. true

Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines? a. A cost comparison indicator b. The total circulation of the magazines c. The advertising appropriations for each magazine d. An index of advertisement exposure e. A list of the costs of a one-page ad in various magazines

a. a cost comparison indicator

____ are web-based journals in which writers can editorialize and interact with other Internet users. a. Blogs b. Podcasts c. Widgets d. Apps e. Wikis

a. blogs

The verbal portion of an advertisement, including headlines, body, and signature, is called the a. copy. b. storyboard. c. artwork. d. script. e. layout.

a. copy

Channel capacity is determined by the: a. least efficient component of the communication process b. source c. most efficient component of the communication process d. receiver e. meanings of the message

a. least efficient component of the communication process

Zach Freedman is an experienced salesperson who has worked for the same company for 20 years. When he is informed that he must attend a training seminar the following Tuesday, he believes it will most likely be about: a. new-product information b. prospecting c. his customers' companies d. the company e. basic selling methods

a. new-product information

The car-related website and media company, Edmunds, provides reviews and ratings of vehicles and is well respected by individuals in the car industry as a neutral source. Consumers appreciate their advice and information and know they can trust Edmunds for non-biased information. In addition to its own website and magazine, Edmunds is using the ________ Pinterest to post photos and links to recent articles as well as answer questions posed by members of Pinterest. a. ​wiki b. ​bulletin-board site c. ​podcast d. ​blog

b. bulletin-board site

An effective approach for dealing with potential unfavorable public relations resulting from a negative event is to discourage news coverage. a. True b. False

b. false

Commentators are people who comment on blogs or post ratings and reviews. a. True b. False

b. false

Discussion forums are not very popular with the online population. a. True b. False

b. false

During the 19th and early 20th centuries, promotion was about as accurate as it is today. a. True b. False

b. false

More stringent laws have made it so that deceptive advertising can no longer occur.​ a. True b. False

b. false

Relationship selling is used especially in consumer marketing. a. True b. False

b. false

The promotional method most commonly used for highly personal items is personal selling. a. True b. False

b. false

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads are run is known as: a. continuous b. flighting c. pulsing d. intervals e. skipping

b. flighting

As Will reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living, he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will focuses his creative efforts on the: a. text b. headline c. copy d. body e. signature

b. headline

The Internet makes it possible for the marketer to communicate with consumers more effectively and more consistently at a lower cost than previously possible. Moreover the Internet has made it possible for marketers to reach new markets and to target existing markets more precisely. Digital media is the foundation of the marketer's differs from tradition marketing in which of the following ways? a. scalability b. interactivity c. convertibility d. reliability e. sensitivity

b. interactivity

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on a. word-of-mouth communication. b. personal selling. c. advertising. d. sales promotion. e. public relations.

b. personal selling

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: a. repeat contact b. referral approach c. cold canvasing d. door-to-door selling e. ambulance chasing

c. cold canvassing

After compiling a list of potential customers, a salesperson must: a. determine whether or not each prospect is really in his target market b. develop a presentation for each of the potential customers on his list c. evaluate whether each prospect is able, willing, and authorized to buy the product d. find and analyze information about each prospect's specific needs and current brand choices e. contact each of the prospects to get an initial feel for how likely they are to purchase his products

c. evaluate whether each prospect is able, willing, and authorized to buy the product

To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80% of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of which one of the following approaches to determining advertising budgets? a. Percent of sales b. Arbitrary allocation c. Objective-and-task d. Competition matching e. Past-year comparison

c. objective-and-task

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build a. prospects. b. pioneer promotion. c. selective demand. d. brand awareness. e. primary demand.

c. selective demand

Which of the following characteristics distinguish online media from tradition marketing? a. social networking, personal contacts, control, and salesmanship b. dynamic responsiveness, control, friendliness, and attention-getting c. experience, networking, and personal contact d. addressability, interactivity, accessibility, connectivity, and control e. environment, responsiveness, customization, and affordability

d. addressability, interactivity, accessibility, connectivity, and control

Carlos generally makes cold calls on businesses to look for new prospects. He has many satisfied customers, but like many salespeople, he does not frequently utilize one of the best ways to find new prospects, which is through a. other employees. b. trade shows. c. past sales. d. customer referrals. e. friends and coworkers.

d. customer referrals

A restaurant chain recently had several customers become sick after eating at one of their locations. In order to lessen the negative effects of the event, the restaurant should most likely: a. deny that the event occurred at the restaurant b. discourage news coverage of the event c. shut down the location until the issue is resolved d. facilitate news coverage of the event e. blame one of its suppliers for the illnesses

d. facilitate news coverage of the event

Walgreens has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website. a. linked b. controlled c. addressable d. interactive e. accessible

d. interactive

What is the primary justification marketers use for conducting recognition and recall tests? a. There is a strong link between advertisement recall/recognition and word-of-mouth communication. b. People have unfavorable views of advertising and are unlikely to purchase advertised products. c. Researchers find that recalling an advertisement has a strong link to purchasing a product. d. People are more likely to buy a product they have seen advertised than one they have not seen advertised. e. Consumers tend to enjoy participating in these tests and are likely to purchase the products as a result.

d. people are more likely to buy a product they have seen advertised than one they have not seen advertised

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders. a. Publicity b. Selling c. A press strategy d. Public relations e. Advertising

d. public relations

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is: a. personal selling b. public relations c. packaging d. sales promotion e. advertising

d. sales promotion

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication: a. decoder b. receiver c. transmitter d. source e. noise

d. source

Lady Gaga is on a concert tour and has decided to hold a contest for tonight's event. The first 10 people to answer a riddle by calling a local phone number will receive free tickets to the show and backstage passes. Which social networking site would be the best for Lady Gaga to broadcast information about this contest? a. Flickr b. Google + c. Facebook d. Skyrocket e. Twitter

e. Twitter

All of the following are key areas of sales force management except a. training sales personnel b. motivating sales personnel c. recruiting salespeople d. compensating salespeople e. coordinating sales promotion efforts

e. coordinating sales promotion efforts

What appears to be a major fear with moblie payment systems such as Apple Pay? a. piracy of intellectual property b. counterfeit money c. tracking consumers d. selling of information e. hacking attack

e. hacking attack

While sales contests can motivate employees at all levels to participate, a disadvantage of this method of sales promotion is that a. people often feel they are not being recognized enough. b. they are not taken seriously by the employees. c. many point-of-purchase display materials are needed to implement a contest. d. they are often too complicated. e. people often discontinue their positive behavior after the contest is over.

e. people often discontinue their positive behavior after the contest is over

Debra has given the responsibility of determining the advertising appropriation for her firm's newest marketing campaign. At first she thinks that determining the advertising objectives and breaking them into tasks is the best way. However, Debra notices that past sales have been relatively constant, she multiples the firm's past sales by a standard percentage based on what her firm usually spends on advertising. Debra is using the __________ approach. The problem of this approach is that it assumes __________. a. percent-of-sales; sales create advertising b. objective-and-task; advertising creates sales c. percent-of-sales; advertising creates sales d. objective-and-task; sales create advertising e. objective-and-task; the effort required is minimal

a. percent-of-sales; sales create advertising

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on: a. personal selling b. word-of-mouth communication c. public relations d. sales promotion e. advertising

a. personal selling

The choice of media influences the content and form of the message. a. True b. False

a. true

Kimberly is a salesperson in the sales division of Hewlett-Packard. Today Kimberly is focused on researching a list of potential sales leads. Kimberly wants to look at these sales leads and determine how likely they are to buy from the company, ​the type of products they will likely need, and whether they have a sales history with the firm. Kimberly also wants to determine who the key decisions makers are in the buying decision-making process at these sales leads so she can identify who will have the most influence. In the process of her research, Kimberly makes extensive use of the firm's CRM system to forecast sales and manage leads. Kimberly is most likely at which stage of the personal selling process? a. ​Preapproach b. ​Following up c. ​Approach d. ​Making the presentation e. ​Prospecting

a. preapproach

Johnny is a high school senior and plans to attend college after graduation. Johnny enjoys playing computer games such as League of Legends and hopes to pursue a career in computer game design. He's taking computer programming classes in high school, and his teacher has been discussing recent issues related to consumer _______ and concerns that the Federal Trade Commission may develop regulations that would provide additional protection to consumers by limiting the amount of consumer information that businesses can gather online. a. ​privacy issues b. ​credit card information c. ​intelligence d. ​intellectual property

a. privacy issues

A marketer's advertising platform should consist of issues that are important to consumers. a. True b. False

a. true

Amazon.com, eBay, Zappos, and a number of other companies engage in e-tailing through their websites. a. True b. False

a. true

Generally, consumer sweepstakes are more popular than consumer contests. a. True b. False

a. true

Many consumers redeem coupons only for products they normally buy. a. True b. False

a. true

Personal selling is generally the most expensive element in the promotion mix. a. True b. False

a. true

The European Union has stricter Internet privacy laws than the United States. a. True b. False

a. true

Twitter is useful for communications between friends, but not for communications between businesses and customers. a. True b. False

b. false

When encoding a message, the source should use signs or symbols that are new to the audience. a. True b. False

b. false

Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15%. This approach is an example of which of the following methods of determining advertising expenditure levels? a. affordability b. objective-and-task c. arbitrary d. competitive party e. percent of sales

b. objective-and-task

Signs, counter pieces, racks, and self-service cartons are all forms of: a. in-store attention grabbers b. point-of-purchase displays c. retail media d. demostrations e. premiums

b. point-of-purchase displays

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. a. feedback; noise b. receiver; source c. communicatee; communicator d. audience; promoter e. decoder; coder

b. receiver; source

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains use promotion to: a. combat competitive promotional efforts b. reduce sales fluctuations c. encourage product trial d. retain loyal cutsomers e. stimulate demand

b. reduce sales fluctuations

Which of the following is a major goal of integrated marketing communications? ​ a. ​To control the firm's marketing environment. b. ​To send a consistent message to consumers. c. ​To achieve a specific return on investment. d. ​To dispute competitors' strengths. e. ​To better coordinate the firm's supply chain.

b. to send a consistent message to consumers

Google has developed methods for making information useful to all types of Internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and nonprofit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium. ​ Refer to Scenario 10.2. Which of the media below would be best for the American Red Cross to use in developing relationships with blood donors, and in soliciting funds for storm-ravaged communities as a result of floods and fires? a. YouTube b. Google c. TV d. Twitter e. Facebook

e. Facebook

The Presto Company manufactures several types of household appliances, including blenders, waffle makers, and home deep fryers. Presto sells its products to retail stores such as Kohl's, Macy's, and JCPenney, through its own sales force. Kerry Wilson is one of Presto's salespeople, and is responsible for stores headquartered in Region 1 of the United States. Kerry has just come from a monthly meeting where she has been informed about the new stovetop grill that will be part of next season's lineup. Presto's marketing department has developed a promotional plan for the new grill and outlined that plan for the sales staff in the meeting. The promotional plan for the next 60 days will include television commercials that demonstrate the new grill, in-store rebates, and a customer contest for the best grilled sandwich recipe. In addition, Kerry and other members of the sales force will be given a free grill for their own home use so they can become more familiar with the product. Presto is also offering a free trip to New York City for their staff salesperson who has the highest dollar in sales to his or her stores. To encourage the retail stores to push this product, Presto will offer the retail store a $5 discount for each grill that the store purchases after the 60-day promotion is over. ​ Refer to Scenario 18.2. Presto's use of a free trip to New York is an example of ____, while the $5 discount to its retail stores is an example of ____. a. a trade allowance; a buy-back allowance b. a dealer loader; a buy-back allowance c. a sales contest; a buying allowance d. a buying allowance; a dealer loader e. a sales contest; a buy-back allowance

e. a sales contest; a buy-back allowance

__________ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers. a. virtual realities b. blogs c. RSS feeds d. wikis e. podcasts

e. podcasts

All of the following are reasons a company would likely emphasize advertising in its promotion mix except a. ​The company's products are seasonal in nature b. ​The company's customers are dispersed across a vast region c. ​The size of the product's target market consists of millions of consumers d. ​The company's promotion budget is extensive e. ​The company has chosen exclusive distribution for its products

e. the company has chosen exclusive distribution for its products

Which of the following is not true when making the sales presentation? a. The salesperson should involve the customer by having him or her hold, touch, or use the product. b. The salesperson must spark interest in the product. c. The salesperson should not only talk but also listen to the customer. d. A salesperson should not sound like he or she is just reading a script (i.e., he or she should be flexible and respond to the customers' comments). e. The salesperson should focus on anticipating questions and answering them before they're asked.

e. the salesperson should focus on anticipating questions and answering them before they're asked