part 2 multiple choice

contest

A ________ calls for consumers to submit an entry to be judged by a panel that will select the best entries

is a modern cross between a field sales rep and an inside rep

A hybrid sales rep ________.

personality symbol

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example

message

A(n) ________ is a set of symbols that the sender transmits.

set an advertising budget

After determining its advertising objectives, a company's next step in developing an advertising program is to ________.

point-of-purchase promotion

All of the following are forms of traditional direct marketing EXCEPT ________.

lifestyle

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

advertising

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

adopt a sales force automation system and implement team selling

At Price & Wallace Inc., a pharmaceuticals company, members of the sales force and marketing department tend to have disagreements when things go wrong with a customer. The marketers blame the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with customers. Which of the following steps should upper management at Price & Wallace take to help bring the sales and marketing functions closer together?

selects a media vehicle

Audience quality, audience engagement, and editorial quality are most likely to be considered when a media planner ________.

aggressively promoting the site in offline print and broadcast advertising

Companies must attract visitors to their Web sites. Which of the following is a method companies use to entice visitors not just to visit but also to return to a site?

communications often come from different parts of the company

Companies often fail to integrate their various communications to consumers because ________.

presentation

During the ________ step of the selling process, the salesperson tells the value story to the buyer, showing how the company's product or service solves the customer's problems.

introduce new advertising campaigns

Even large companies use infomercials for all the following reasons EXCEPT to _____

team selling

Hannah Adams is a senior sales manager in Elmo Corp., a rapidly growing company manufacturing personal computers and printers. In order to handle sales effectively, Hannah insists on using the services of different groups of people from different departments within the company such as the sales, marketing, technical support, and finance departments. In this instance, Hannah makes use of ________.

rational

In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money. This is an example of a(n) ________ appeal

prospecting

In the ________ stage of the selling process, a company first identifies qualified potential customers.

response

In the communication process, the reaction of the receiver after being exposed to a message is called the ________.

phishing

Josh received an e-mail stating that he had won a lottery of $500,000 from Lottors Corporation. The e-mail asked Josh to send his bank account details and social security number to transfer cash directly to his account. Josh did not remember buying any lottery tickets, and so was apprehensive about providing his bank details without verification. Which of the following is illustrated from this scenario?

mobile marketing

Kirk's Comic Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario?

increased convenience

Marketers publicize inbound toll-free numbers to consumers in television and print ads, direct mail, and catalogs. The benefit to sellers is that it presents an opportunity for consumers to order products and for the seller to build the relationship. A benefit to consumers is ________.

are directed to an audience's sense of what is "right" and "proper"

Moral appeals ________.

complex

Morrill Motors splits the United States of America into 10 sales regions. Within each of those regions, the company has separate sales personnel selling the company's full line of products. Morrill Motors uses a ________ sales force structure.

development

One of the functions performed by a PR department is ________, which involves working with donors or members of nonprofit organizations to gain financial or volunteer support.

online community

Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________.

the percentage-of-sales method

Sam, the owner of a small company, learned that a competitor was planning to spend $150,000 on promotion in the next financial year. As soon as he learned this, Sam called his finance manager and said, "I want to spend $150,000 on promotion next year." In this case, which method of promotional budgeting does Sam use?

radio

Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?

customers who were not seeking a product

The FTC has adopted a three-day cooling-off rule to give special protection to ________.

push strategy

Under which promotional mix strategy does the producer direct its marketing activities toward channel members to induce them to carry the product and promote it to final consumers?

viral marketing

Uptown-Clean Crew is a company that provides house-cleaning services in major urban and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous video promoting the company's services and posted it online. Soon the video was a rage as customers who saw the video found it hilarious and they passed it on to their friends and colleagues calling it the "Uptown comedy." Which form of marketing is illustrated from this scenario

Good to the last drop

Which of the following advertising slogans most likely represents a two-sided argument?

change customer perceptions of product value

Which of the following is an objective of persuasive advertising?

The costs of advertising would be low.

Which of the following is most likely true about using a pulsing schedule for an ad?

simplifying administrative duties

Which of the following is the best way for a company to increase selling time?

prospecting and qualifying

Which of the following is the first step in the personal selling process?

in a territorial sales force structure, separate sales forces are often established to handle a single, large account in every territory.

Which of the following is true about the territorial sales force structure?

competitive-parity method

Which of the following methods is used by companies to set their advertising budgets based on the industry average

undifferentiated brands

Which of the following most likely requires the smallest advertising budget?

Word-of-mouth influence uses a personal communication channel.

Which of the following statements is true about personal communication channels?

Direct marketing offers sellers a low-cost alternative for reaching their markets.

Which of the following statements is true of direct marketing?

It completely ignores the effects of promotion on sales.

Which of the following statements is true regarding the affordable method for setting a promotion budget?

follow-up

Which of the following steps in the selling process is most focused on ensuring customer satisfaction and repeat business?

media

Which of the following terms best represents the communication channel that a company uses to move its advertising messages from sender to receiver?

reduced long-term market share

Which of the following would be the most likely result of slashing ad spending for a product?

mobile

________ marketing features marketing messages and promotions delivered to on-the-go consumers through their handheld devices.