BA 303 Ch 14-17 HW Questions
Which of the following was likely not a reason NutriSystem decided to use direct and digital media? A. It is estimated that, by the year 2019, 29 percent of total U.S. ad spending will be mobile advertising. B. Consumers spend less time and money online than ever before. C. Last year, mobile ad spending grew by 66 percent. D. Consumers spend more time and money online than ever before. E. Online advertising spending has decreased dramatically in the last decade.
B
First Flavor would best be described as assisting companies in which of the marketing mix elements? A. Social media B. Advertising C. Personal selling D. Public relations E. Sales promotion
E
Which element of the marketing communications mix does OXO most heavily utilize? A. Public relations B. Personal selling C. Direct marketing .D. Advertising E. Sales promotion
C
As with many companies, NutriSystem's marketing strategy hopes to achieve a brand community. Which of the following would be an example of NutriSystem's brand community? A. It utilizes mass email blasts. B. It uses social media to post product pictures. C. It uses online banner advertising. D. Its customer interaction through social media, blogs, and website content. E. It offers free shipping to new customers.
D
In order to achieve depth of awareness of the OXO brand, which of the following media strategies does the company utilize? A. Non-personal: online B. Non-personal: print C. Non-personal: broadcast D. Personal: social media E. Non-personal: display
D
Which type of message appeal does OXO utilize? A. Irrational B. Moral C. Emotional D. Rational .E. Logical
D
NutriSystem includes Facebook, Twitter, blogs, and Instagram in its marketing strategy. This indicates that NutriSystem is involved in which type of marketing? A. Direct-mail only B. Search engines C. E-tailer D. Online-only E. Social media
E
NutriSystem maintains a website that engages consumers and includes videos, blogs, activities, and other features that build closer customer relationships and generate engagement. This indicates that NutriSystem employs a(n) __________. A. marketing website B. online advertising website C. email marketing portal D. viral marketing program E. brand community website
E
It is likely that salespeople at First Flavor try to identify potential business customers to utilize the Peel-n-Taste product in their marketing campaigns. Which of the following best describes this step of personal selling process? A. Prospecting B. Preapproach C. Approach D. Closing E. Presentation
A
NutriSystem uses direct-mail marketing for its products geared toward men. Which of the following is not an advantage of direct-mail marketing? A. It permits high target-market selectivity. B. It is flexible. C. It is less expensive than mass media. D. It is personalized. E. It allows easy measurement of results.
C
Which of the following would best describe the marketing objective of a company utilizing First Flavor samples? A. Generating business leads B. Getting retailers to stock more inventory of the product. C. Urging short-term customer buying D. Motivating salespeople to sell more E. Getting retailers to carry the new item
C
Which budget-setting method does OXO utilize? A. Percentage-of-sales B. Competitive parity C. Affordable D. Percentage-of-competition E. Objective-and-task
C
First Flavor does not use online, mobile, or social media to engage customers, indicating that First Flavor is not engaged in which of the following? A. Marketing B. Personal selling C. Public relations D. Social selling E. Advertising
D
When First Flavor promotes its products to other organizations as a marketing tool, the company may wish to showcase its product to numerous potential customers at once. Which promotional tool would you recommend to First Flavor? A. Contests B. Event marketing C. Incentives D. Trade shows E. Point-of-purchase promotions
D
When Sam Farber started OXO and launched never-before-seen products that were targeted at people with dexterity problems, in which stage of buyer-readiness was his target market? A. Purchase B. Preference C. Liking D. Awareness .E. Conviction
D
