Marketing 409 Exam 3

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A small store on the Santa Fe plaza is open six days a week from 9 a.m. to 6 p.m. The store usually has some type of sales promotion during the weekdays but rarely offers them on Saturdays. This promotional strategy is most likely because the owner wants to _______. a. reduce sales fluctuations b. create product awareness c. identify prospects d. retain loyal customers e. facilitate reseller support

ACME Corp. has a promotion strategy that involves promoting its widgets through personal selling and sales promotion to the wholesalers that handle its products. Which channel promotion policy is ACME using? a. Push policy b. Pull policy c. Tying policy d. Category management e. Exclusive policy

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising. a. reminder b. comparative c. reinforcement d. competitive e. institutional

Assessing public attitudes and creating a favorable image are no less important than direct promotion of the organization's products. a. True b. False

Every year on Independence Day, Nathan's Famous holds a hot dog eating contest. One year, Orbitz donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 17.3. Suppose that USA Today writes an article about this year's Nathan's Famous Hot Dog Eating Contest. This acts as _______ for Nathan's Hot Dogs. a. Publicity b. Viral marketing c. A press conference d. A feature article e. Pioneer advertising

Faith's job is to provide copywriting services for promotions from several major clients. Anna works closely with her on the artwork for the promotions. After they are all finished, their colleague Phillip arranges the artwork and copy. Currently, they are developing a print advertising campaign. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign. Refer to Scenario 17.1. Phillip is most likely working on _______. a. layout b. the storyboard c. the headline d. a regional issue e. illustrations

If Mattel tells Walmart it will give them a discount if they purchase a certain amount of product, this would be an example of a push policy. a. True b. False

If promotion stimulates demand, it is entirely possible that it will lead to lower prices for consumers. a. True b. False

Janice works for a business that sells safety equipment for engineering and construction firms. She has set up a booth at a trade show. Interested representatives from different firms can talk with Janice about the products her company offers. Janice encourages each person that stops by to fill out a form with their information on it, so her company can send them more information about their products as well as promotional opportunities. Janice is using this promotional technique to _______. a. identify prospects b. facilitate reseller support c. reduce sales fluctuations d. retain loyal customers e. create product awareness

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient? a. Advertising b. Public relations c. Sales promotion d. Sales management e. Personal selling

The limit on the volume of information a communications channel can handle effectively is known as _______. a. channel capacity b. feedback c. channel logistics d. noise e. receiver

The two major types of product advertising are a. pioneer and competitive. b. advocacy and competitive. c. institutional and advocacy. d. informative and comparative. e. competitive and comparative.

United Airlines began offering sales on flights to South America and Europe. It started promoting these lower-cost flights heavily on television and in print. Not to be outdone, Delta Airlines started offering its own sales at prices even lower than United Airlines. This refutes which of the following criticisms of promotion? a. Promotion increases prices. b. Promotion creates needs. c. Promotion loses money for businesses. d. Promotion facilitates price competition. e. Promotion is deceptive.

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising. a. advocacy b. product c. issue d. competitive e. institutional

When a product's target market consists of millions of customers, organizations tend to rely on _______ and _______. a. advertising; sales promotion b. advertising; public relations c. public relations; sales promotion d. advertising; personal selling e. personal selling; public relations

Which of the following contrasts the promoted brand with one or more identified competing brands on the basis of one or more product characteristics? a. Comparative advertising b. Product advertising c. Pioneer advertising d. Institutional advertising e. Competitive advertising

Which of the following sites has likely been the most useful for marketers wanting to engage in viral marketing? a. YouTube b. Netflix c. Pandora d. Amazon.com e. Wikipedia

Which of the following types is NOT an example of noise in the communication channel? a. When a source uses an emoji that are understood by the receiver b. When the Wi-Fi signal is slow and thus the internet connection is poor c. When the source has laryngitis d. When broadcast television is interrupted due to breaking news e. When a source uses words or an emoji that are unfamiliar to the receiver

Which of the following would be part of an organization's corporate identity materials? a. Business cards b. Lobbying efforts c. Annual discounts d. Coupons e. A courtesy phone call

Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television, teenagers will often switch to a different channel whenever a commercial comes on. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 16.2. Based on the scenario, what is Xuxez's most likely objective for the promotion of its new brand? a. Create awareness b. Stimulate demand c. Combat competitive promotional efforts d. Retain loyal customers e. Facilitate reseller support

Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television, teenagers will often switch to a different channel whenever a commercial comes on. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 16.2. The type of promotional activity used is based on _______. a. characteristics of the target market b. costs and availability of promotional methods c. push and pull policies d. promotional resources, objectives, and policies e. characteristics of the product

_____ is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target markets. a. product placement b. product integration c. product promotion d. product synthesis

______ is used less frequently today than in the past. a. Mass media advertising b. viral marketing c. institutional advertising d. digital marketing

A large retail organization is more likely to have one or two skilled individuals in the organization to handle its advertising needs. a. True b. False

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n) a. media platform. b. media plan. c. media audit. d. advertising media appropriation. e. advertising plan.

A major goal of integrated marketing communications is to send a consistent message to _______. a. employees b. customers c. ad agencies d. shareholders e. managers

A new soft drink company took out a national advertisement announcing its new butterscotch-flavored soda. However, while people in one part of the country recognized they were talking about a soft drink, others believed it was an ice cream drink. Still, others use the term to refer to something mixed with alcoholic drinks. Therefore, there was much confusion about the term and what it means. The mistake here lies with the a. marketing channel. b. source. c. channel of communication. d. audience. e. noise.

Faith's job is to provide copywriting services for promotions from several major clients. Anna works closely with her on the artwork for the promotions. After they are all finished, their colleague Phillip arranges the artwork and copy. Currently, they are developing a print advertising campaign. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign. Refer to Scenario 17.1. Faith, Anna, and Phillip most likely work at a(n) a. editing organization b. advertising agency c. consulting firm d. public relations agency

Firehouse Subs is conducting a contest in which customers are asked to name a new sub. The winner gets a free sub each day for one year and an appearance in one of the company's TV commercials. This contest illustrates Firehouse Sub's use of the ____ elements of the promotion mix. a. advertising b. sales promotion c. packaging d. personal selling e. public relations

For communication to occur, both the sender and receiver of information must a. minimize noise. b. have a common understanding of the meaning of symbols, words, and pictures used to transmit information. c. share the same decoding process. d. use technology. e. use the same media.

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required. a. packaging b. advertising c. sales promotion d. personal selling e. public relations

Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _______. a. proxemic communication b. word-of-mouth communication c. kinesic communication d. sales promotion e. personal selling

Promotion today tends to be more deceptive than 100 years ago. a. True b. False

Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _______. a. facilitate reseller support b. encourage product trial c. create awareness d. stimulate demand e. identify prospects

The media planner's primary goal is to a. use as many media as possible. b. reach the largest number of people in the advertising target that the budget will allow. c. spend as little as possible. d. achieve the appropriate message reach and frequency for the target audience while staying within budget. e. reach everyone in the target market.

Toastie's restaurant is developing a frequent-user program that asks customers to input their phone number each time they order and then rewards them with free drinks or chips after they have spent $50 at the restaurant. This best illustrates the promotional objective of _______. a. reduce sales fluctuations b. retain loyal customers c. combat competitive promotional efforts d. encourage product trial e. identify prospects

Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _______. a. integrated business communications b. integrated marketing communications c. integrated marketing connection d. intelligent promotion communications e. intelligent marketing communications

Which is the best example of noise that originates with the receiver in the communication process? a. Celine drives through a tunnel, and her radio signal becomes very weak. b. Aroon simply tunes out pop-up ads on the internet so that they don't even enter his awareness. c. Because of poor printing, Nawar cannot read an advertisement in her local newspaper. d. Emily has been studying English for two years and does not understand the symbolism being used in a commercial. e. A mother fails to hear a new commercial for diapers because her new baby is crying

Which of the following appropriation techniques is most logical? a. Competition-matching approach b. Objective-and-task approach c. Arbitrary approach d. Percent-of-sales approach e. Status quo approach

Which of the following is NOT a public relations tool? a. Event sponsorship b. TV commercial c. News release d. Managed social media account e. Executive speech

Which of the following is NOT one of the criticisms of promotion cited in your text? a. Promotion increases prices b. Promotion lowers prices c. Promotion creates needs d. Promotion fosters materialism e. Promotion is deceptive

Which of the following is NOT one of the four elements of the promotion mix? a. Sales promotion b. New introductory promotion c. Public relations d. Advertising e. Personal selling

Which of the following is the best example of the promotional objective of combating competitive promotional efforts? a. Hyundai offers 10-year/100,000-mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings. b. After Ford promotes the towing capacity of its F-series trucks, Chrysler soon emphasizes the towing capacity of its Dodge trucks. c. The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef. d. Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares. e. Joy advertises that its dish soap has more suds than Dawn and other leading dish soaps.

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients? a. Existing product adoption categories b. The market size, geographic distribution, and sociocultural and demographic characteristics c. The age, sex, religion, and race characteristics d. Existing levels of price consciousness e. The cultural diversity and population size

Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs? a. Sales promotion b. Public relations c. Proxemic communication d. Advertising e. Personal selling

Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television, teenagers will often switch to a different channel whenever a commercial comes on. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 16.2. Xuxez is engaging in what type of promotion? a. Public relations b. Product placement c. Buzz marketing d. Word-of-mouth marketing e. Viral marketing

A social audit identifies changes in public opinion affecting an organization. a. True b. False

B- environmental monitoring

Proxemic communication involves communication through the movement of head, eyes, arms, hands, legs, or torso. a. True b. False

B- its kinetics

A common form of tactile communication in U.S. business activities is a. hugging. b. kissing. c. handshaking. d. eye contact. e. head nodding.

A very small firm is most likely to rely on which of the following in regards to its advertising needs? a. A national news distributor b. An independent advertising agency c. Local newspapers and broadcast stations d. A large public relations agency e. Its advertising department

An agency traditionally receives most of its compensation from a. 15% commission paid by the company hiring it for their campaign b. 10% flat rate depending upon how much is spent for the campaign c. 15% commission paid by the media from which it makes its purchases d. 20% of whatever sales come as a result of the campaign

At ACME Corp., managers are using a strategy of trying to get consumers to share the firm's message via a quirky online YouTube video in a way that spreads dramatically and quickly. This is best described as _______. a. buzz marketing b. sales promotion c. viral marketing d. word-of-mouth communication e. personal selling

During the decoding process, the a. receiver filters noise from the feedback. b. intensity of the transmission becomes stronger. c. receiver attempts to convert signs or symbols into concepts and ideas. d. source attempts to convert signs or symbols into concepts and ideas. e. source converts meaning into a series of signs or symbols that represent ideas or concepts.

IHOP (International House of Pancakes) announced it would change its name to IHOb (International House of Burgers). While the temporary stunt received both positive and negative attention from consumers as well as the media, the campaign was intended to be a fun_______ tool to draw attention to IHOP's burger offering. a. advertising b. content marketing c. public relations d. sales promotions

If a company's promotional budget is extremely limited, the firm is likely to rely on _______. a. advertising b. sales promotion c. personal selling d. kinesic promotion e. public relations

In the communication process, the _______ is the individual, group, or organization that decodes a coded message. a. feedback b. communications channel c. receiver d. noise e. source

Jennifer Garner was featured in a Neutrogena print advertisement. The ad has a big photo of Jennifer Garner that takes up the whole page. The written portion of the ad contained four main elements. On the bottom right is the Neutrogena name "Neutrogena Partnership for Skin Health" with a trademark registration symbol. Toward the middle of the ad are the words "Yes. She checks herself out in the mirror" in the largest font. Underneath it explains how one in five Americans will develop skin cancer in their lifetime and how Neutrogena is partnering with the Academy of Dermatology to stop skin cancer before it spreads. The fourth element consists of slightly larger letters with the words "Protect yourself starting today." Which of the following is most likely to be the subheadline? a. "Neutrogena® Partnership for Skin Health" b. Information about the Neutrogena partnership and dangers of skin cancer c. "Protect yourself starting today" d. "Yes. She checks herself out in a mirror" e. Jennifer Garner's photo

Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy. Refer to Scenario 16.1. The campaign was so successful that Rick decided to host a special event to announce the winner. On the day of the event he invited the media to film the event. The CEO of the firm named the finalists and then called out the winner. This all occurred with much fanfare. An illustration of the proposed product with a short description was provided to reporters to publish in the paper. This campaign is an example of _______. a. buzz marketing b. sales promotion c. public relations d. personal selling e. advertising

Rosalie is a sales consultant for Avon Cosmetics. This illustrates a. sales promotion. b. primary demand stimulation. c. personal selling. d. advertising. e. public relations.

Scout is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Scout's dinner preparation would be considered ____ in the communication process. a. field of experience b. feedback c. noise. d. interference. e. decoding blocker.

Shawna works as a marketer for a large company. Because Shawna loves the Economist, she makes arrangements to take out an advertisement in the next issue. However, Shawna later realizes that middle and lower-income individuals—a significantly portion of the target market for her company's product—do not read the Economist. In fact, most do not even read print magazines anymore. Shawna's campaign suffers from the use of the wrong _______. a. decoding process b. encoding c. marketing channel d. source e. noise

The manufacturers of Laundry Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods, however, and have asked for your advice. Refer to Scenario 16.2. The makers of Laundry 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 Laundry Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Laundry Whizz. The winner of the contest will receive a $100 gift card for the college bookstore along with social media recognition. This method of promotion is an example of ____, and is used to stimulate ____ demand. a. viral advertising; primary b. product placement; selective c. sales promotion; selective d. product placement; primary e. sales promotion; primary

To maximize promotional effectiveness, marketers must strive to a. obtain information about the marketing environment through their MIS. b. become directly involved rather than indirectly involved. c. properly plan, implement, coordinate, and control communications. d. use promotion during the growth stage of the product's life cycle. e. realize the needs of their target market and try to meet them.

Which of the following can be stimulated by increasing the number of product uses and promoting them through advertising campaigns, as well as through price discounts, free samples, coupons, consumer contests and games, and sweepstakes? a. Cause-related marketing b. Primary demand c. Selective demand d. Customer retention e. Reseller support

Which of the following is NOT one of the developers of an advertising campaign? a. A single individual b. An advertising agency c. An accounting firm d. The firm's advertising department e. A few people within the firm

Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders? a. Advertising campaign b. Personal selling c. Public relations d. Sales promotion e. Advertising

Which of the following is the most important attribute of a ratings website? a. Utility b. Social connections c. Credibility d. Buzz marketing e. Viral marketing

Which of the following represents noise in the communication process? a. A loud sound that startles an in-store consumer b. When the receiver refuses to provide relevant feedback c. The use of technical jargon the receiver doesn't understand d. The failure of the receiver to listen to the message e. The failure to have a desired product in-stock

Why should a benchmark statement be included in advertising objectives? a. It is useful in determining whether retailers have increased their sales over the year. b. Objectives become more easily attainable when such a statement is included. c. Without a reference point, it is difficult to determine to what degree objectives have been accomplished. d. It gives an indication of how the advertising message is best presented. e. Shareholders want to see where a company is in relation to competition.

______ advertising supports organizational images, ideas, and political issues while ______ advertising touts the uses, features, and benefits of goods and services. a. Advocacy; product b. Reminder; competitive c. Institutional; product d. Publicity; pioneer e. Institutional; reminder

_______ offers the potential benefits of cost efficiency, repetition, and adding product value, while _____ is one of its disadvantages. a. Sales promotion; slow feedback b. Public relations; uncontrollability c. Advertising; slow feedback d. Advertising; media cost e. Personal selling; cost

ACME Corp. is evaluating the effectiveness of a recent campaign by showing selected consumers the actual advertisement and asking whether they recognize it. ACME is probably using which method to evaluate its campaign? a. Pretest b. Consumer jury c. Aided recall test d. Recognition test e. Unaided recall test

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising. a. organizational b. advocacy c. product d. institutional e. pioneer

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by a. determining the financial resources available. b. creating an advertising message. c. creating the advertising platform. d. defining the advertising objectives. e. developing a media plan.

Apple wants to develop a campaign for its newest rendition of the iPhone. Before it can do anything else, Apple must _______. a. determine the type of media b. create the advertising platform c. decide between advertising and public relations d. identify and analyze the target audience e. define advertising objectives

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 a. channel capacity. b. marketing campaign. c. integrated marketing exchange. d. promotion. e. feedback capacity.

Digital advertising that matches the appearance and purpose of the content in which it is embedded is called _______. a. product advertising b. competitive advertising c. reinforcement advertising d. native advertising e. institutional advertising

Every year on Independence Day, Nathan's Famous holds a hot dog eating contest. One year, Orbitz donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 17.3. Orbitz's donation of a travel package for the winner of Nathan's Hot Dog Eating Contest was most likely an attempt to generate positive _______. a. viral marketing b. content marketing c. advertising d. public relations e. sales promotion

Forever 21, a clothing company, communicates to its target customers by advertising in magazines, offering clothing information on its website, creating a periodic online newsletter, and using Instagram and Twitter. These vehicles through which the coded message is transmitted from the source, Forever 21, to the receiver, the prospective customer, are called a. relay channels. b. encoders. c. decoders. d. communication channels. e. fields of reference.

Head nodding, winking, hand gestures, and arm motions are all forms of ____ communication. a. proxemic b. spacing c. tactile d. kinesic e. touching

If promotion is used to successfully stimulate demand, the producer should be able to produce and market products in larger quantities and thus reduce per-unit production research and development, overhead, and marketing costs, which can result in _______. a. greater need b. deceptive advertising c. higher prices d. lower prices e. materialism

Leonard is a salesperson for ACME Motors. He always tries to shake hands with potential new customers and to "seal the deal" when they sign a sales contract. In personal selling, handshaking is an example of _______. a. pioneer communication b. proxemic communication c. kinesic communication d. tactile communication e. sales communication

Molly owns a small flower shop. She has recently expanded and would like to get more customers. Her ideal form of promotion would be a television advertisement. However, she decides it costs too much for her to go that route. She decides to place a smaller ad in on Facebook at half the cost. Molly's reasons for choosing this form of promotion is based on her a. marketing objectives b. characteristics of the product c. characteristics of the target market d. promotional resources

Staples' use of email to carry its advertising messages to its business customers is which component of the communication process? a. Decoding process b. Noise minimization c. Sharing of meaning d. Communication channel e. Encoding process

The J.Crew Ludlow Suit collection capitalizes on its positioning as "style with a substance." This is most likely the _______ for this particular J.Crew product line. a. advertising appropriation b. advertising campaign c. advertising objective d. advertising platform e. advertising media plan

The mayor of Lexington, Kentucky held a press conference to comment on some changes to a local ordinance and explain how it would affect the city. During the press conference, interested citizens could use Twitter to send in questions. The mayor's staff monitored the questions and selected some of them for the mayor to answer during the press conference. This can best be described as a. a push policy b. personal selling c. sales promotion d. integrated marketing communications

To prevent unfavorable public relations or at least lessen its effect, the first thing a firm should do is _______. a. nothing at all because bad things just happen b. send inconsistent brand messages and images c. apologize d. implement safety programs, inspections, training, and effective quality control procedures e. scapegoat

Whenever ACME Corp. introduces a new product, it sends out a single page with typewritten copy containing fewer than 300 words and describing a company event or product called a(n) _______ and a photograph with a brief description explaining its contents, called a(n) _______. a. press release; event sponsorship b. press release; TV commercial c. event sponsorship; captioned photograph d. press release; captioned photograph e. feature article; captioned photograph

Which of the following focuses on a product category rather than a specific brand? a. Product advertising b. Comparative advertising c. Advocacy advertising d. Pioneer advertising e. Competitive advertising

Which of the following is a major goal of integrated marketing communications (IMC) in regard to its marketing messages? a. Validity b. Reliability c. Flexibility d. Consistency e. Profitability

Which of the following is an example of public relations? a. Patagonia posts communication in a magazine with the headline "Do Not Buy This Jacket." b. The Container Store focuses extensively on employee training to enhance customer service. c. Macy's sends out notices through its mobile app informing consumers of its super sale on July 4. d. Target puts up a placard with the names and photos of employees recognized for exceptional service. e. Samsung creates a funny video that indirectly pokes fun at its competitor Apple.

Which of the following is appropriate for stimulating primary demand? a. Viral marketing b. Personal selling c. Comparative promotion d. New introductory promotion e. Reinforcement promotion

Which of the following is the best way to measure who read the company's public relations message and what they thought about it? a. Perform a content analysis of the message b. Ask consumers for relevant feedback after the campaign c. Examine discussions about the campaign on social media forums d. Measure attitude levels before and after the campaign e. Count the number of media exposures

A spokesperson for Quaker oats encourages television audiences to use its oats in the summer by using them to make healthy overnight oats, which are served cold. In this instance, Quaker is using promotion to a. stimulate primary demand. b. offset competitors' promotional efforts. c. retain loyal customers. d. facilitate reseller support. e. reduce sales fluctuations.

Because Samantha loves Chinese food, she was eager to check out a new Chinese restaurant in town. The restaurant had undertaken a large-scale promotional campaign, with television commercials, glossy magazine ads, large billboards, and Facebook ads. However, when she talked to two of her friends, they told her the restaurant left much to be desired. The service was terrible, and the prices were too high. Based on these recommendations, Samantha decided it was not worth it to try out the restaurant. The Chinese restaurant failed to realize the importance of _______. a. electronic word-of-mouth b. push policies c. buzz marketing d. publicity e. word-of-mouth marketing

Hallmark is using a strategy of running advertisements for set periods of time, alternating with periods in which no ads run. This is best described as _______. a. continuous b. pulsing c. layout d. recall e. flighting

John is highly critical of promotion. Recently his son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on YouTube have convinced his son that he must have the bike to be happy. His wife Matilda, however, knows that many of the "cool" kids in her son's class use that bike. Despite her thoughts on the matter, John is convinced that promotion is negative. John believes that _______. a. promotion promotes potentially harmful products b. promotion costs too much c. promotion is deceptive d. promotion increases prices e. promotion creates needs

OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled "Here's How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed format but also included links to download the OkCupid app. Refer to Scenario 17.2 OkCupid wanted to know how effective its campaign was. It decided to survey a panel of users to measure how well they remembered the advertisement. OkCupid is currently in the _______ stage of the advertising campaign and is interested in implementing a(n) _______. a. determining the advertising appropriation; unaided recall test b. choosing the advertising platform; posttest c. developing the media plan; pretest d. creating the advertising message; consumer jury e. evaluating advertising effectiveness; posttest

PepsiCo launched a massive sustainability campaign involving water conservation and rain forest preservation. It wants to create an image of being a strong corporate citizen. After the campaign, PepsiCo wants to measure the extent to which its stakeholders view it as being ethical and socially responsible. It should therefore conduct a(n) _______. a. public relations audit b. ethical audit c. communications audit d. environmental audit e. social audit

Planters nuts released an advertisement describing the health benefits and nutritional value of different nut varieties such as cashews and peanuts. Planters' objective for this promotion is most likely to _______. a. retain loyal customers b. encourage product trial c. create awareness d. stimulate selective demand e. stimulate primary demand

Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy. Refer to Scenario 16.1. In order to communicate the message, Rick had to convert his message into writing that represented the ideas he was trying to get across. Rick is the _______ of the message, and he is involved in _______. a. receiver; encoding b. communications channel; decoding c. source; reducing noise d. source; decoding e. source; encoding

Stonybrook Organics—famous for its organic yogurt—came out with an advertisement that showed an idyllic setting of a cow resting comfortably in front of a barn. The headline read, "Grant a Farmer's Wish." The Stonyfield logo was at the top left. This is most likely to be what type of advertising? a. Product advertising b. Competitive advertising c. Pioneer advertising d. Comparative advertising e. Institutional advertising

The group of people at whom advertisements are aimed is called the _______. a. target market b. client public c. target public d. market segment e. target audience

The most critical copy in an advertisement is the _______. a. subheadline b. body copy c. signature d. layout e. headline

To have some of its cereals highlighted in an advertisement mailed out by Kroger grocery stores, Kellogg agreed to pay a portion of Kroger's costs associated with the advertising mailer. Kellogg's payment is designed to a. reduce sales fluctuations. b. identify prospects. c. retain loyal customers. d. encourage product trial. e. facilitate reseller support.

When Mini Cooper ran an advertising campaign featuring the slogan, "Texting and Driving Don't Mix," it was using a. product advertising. b. competitive advertising. c. public service awareness. d. public relations. e. advocacy advertising.

Which of the following has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements? a. Public relations b. Advertising c. Sales promotion d. Personal selling e. Product placement

Which of the following is an advantage of product placement? a. It allows marketers to customize its marketing messages. b. It encourages consumers to send the message to their friends. c. It is the most flexible form of promotion. d. It is perceived positively by most consumers. e. It reaches consumers while they are being entertained.

Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program? a. Communications audit b. Social audit c. Environmental monitoring d. Environmental scanning e. Public relations audit

Which of the following most likely constitutes buzz marketing? a. McDonald's partners with Farmville to feature a "McDonald's Farm" as part of the social media game for a limited time. b. McDonald's engages in its annual "Monopoly" consumer game in which consumers receive monopoly board game stickers that come with the food they order. c. McDonald's posts a sign outside of its restaurants advertising a new lunch special. d. McDonald's is considering updating its slogan to appeal to a younger demographic of consumers. e. McDonald's used chalk to draw out a giant professional-looking drawing of french fries complete with the McDonald's logo on the boardwalk of a big city.

Which of the following publicity-based public relations tool is most common? a. Feature article b. Press conference c. Captioned photograph d. Letters to the editor e. News release

Word-of-mouth communication is most effective for _______ and _______. a. new-to-market products; convenience products b. declining products; expensive products c. long-time products; expensive products d. new-to-market products; inexpensive products e. new-to-market products; expensive products

Amelia is partnering with Frank, an engineer, to try and sell a new aerospace product. Amelia has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Amelia is very eager to make sales. Normally, Amelia likes to work alone, but she appreciates Frank's expertise because she thinks it'll help increase sales significantly.Amelia is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Frank will also provide the client organization with assistance on its applications and system design. Amelia and Frank are engaged in team selling. a. True b. False

Anique presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Anique is providing a. single-source data. b. family behavior recording. c. advertisement exposure data. d. detailed market research. e. individual consumer jury.

Astrid is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio, it will be important for her to a. be both informal and conversational in tone. b. buy a really long time slot to get all the information in. c. use a quick speaker to attract attention to the commercial. d. use a high level of repetition. e. say the restaurant's name and location three separate times.

Dell sells to both individual customers through its site as well as through retailers such as Best Buy. Sales have been down lately as a competitor just came out with a new, popular product. Dell wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive computers. The consumer will receive a form that they will need to fill out and mail to Dell to receive the money. Dell also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. Refer to Scenario 18.2. As the scenario describes Dell agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. This is most likely a _______. a. merchandise allowance b. cooperative advertising c. dealer loader d. free merchandise promotion e. buy-back allowance

Dell sells to both individual customers through its site as well as through retailers such as Best Buy. Sales have been down lately as a competitor just came out with a new, popular product. Dell wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive computers. The consumer will receive a form that they will need to fill out and mail to Dell to receive the money. Dell also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. Refer to Scenario 18.2. As the scenario describes, Dell plans to create a sales promotion in which it will send a specified amount of money to consumers who purchase their line of more expensive computers. This is most likely a _______. a. rebate b. coupon c. cents-off offer d. buy-back allowance e. money refund

Developing a relationship on the first visit is becoming increasingly important in the _____________ stage of the personal selling process. a. approach b. making the presentation c. prospecting d. preapproach e. overcoming objections

E-marketing and digital marketing are often used interchangeably, but the terms do differ. a. True b. False

Electronic media that function using digital codes are called a. digital media. b. digital marketing. c. e-marketing. d. digital electronics. e. electronic marketing.

Jim is a salesperson for Axalta. His college degree is in engineering, with a minor in physical science. Jim is most likely a(n) a. technical salesperson. b. chemicals order taker. c. missionary salesperson. d. trade salesperson. e. support to the sales staff.

Michelle loves to participate in online forums. She enjoys interacting with other people. She recently joined an online community hosted by a company. Michelle loves the company's products and often reads other people's posts. Recently, somebody posted a negative review of a new product on the forum. A representative immediately responded. The representative apologized for the problem and said the firm would reimburse the angry customer. Refer to Scenario 10.2. This ability Michelle has to communicate with other consumers and the company through this online forum is an example of what characteristic? a. Connectivity b. Accessibility c. Addressability d. Control e. Relationship marketing

One of the most significant privacy issues relates to marketers' use of _______. a. personal information b. competitors' information c. customer loyalty programs d. intellectual property e. stolen credit card numbers

Page visits, reach, and CPM (cost per thousand exposures) are all examples of what type of social media metric? a. Exposure b. Engagement c. Advocacy d. Influence e. Impact

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 a. near the end. b. paid by the prospects rather than the company. c. always completed before anything else. d. never reached. e. near the beginning.

Relationship selling differs from traditional personal selling due to its adoption of a(n) _______. a. long-term perspective b. short-term perspective c. recovery behavior d. automation technology e. team approach

Sampson works in marketing at a law firm. Recently, he has turned to social media to try and solicit new clients. There has been a class-action lawsuit his company is working on that involves harmful side effects from a well-known medication. It was discovered that this medication caused potential heart defects. Sampson has been using social media channels to inform users who may have suffered from taking this medication about the lawsuit and how his company is the best firm to represent them. He even created a website specially dedicated to the case and encourages users to ask questions. Refer to Scenario 10.1. Suppose Sampson develops a short informational video describing the harmful side effects of the drug and the lawsuit. He wants to make sure to put it on a video sharing site that will reach as many people as possible. He should therefore probably upload it on a. YouTube b. Vimeo c. IGTV d. a podcast

The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into its website. It knows how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but it also connects you with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links, of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney. Refer to Scenario 10.1. The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of a. interactivity. b. accessibility. c. control. d. connectivity. e. addressability.

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 its 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. bulletin-board site b. podcast c. media-sharing site d. wiki e. blog

The growing use of two-day and next-day delivery by online companies best relates to a. the distribution variable of the marketing mix. b. the promotion variable of the marketing mix. c. the pricing variable of the marketing mix. d. the environmental variable of the marketing mix. e. the product variable of the marketing mix.

The majority of people who access Facebook now do so through their mobile phones. a. True b. False

Two trends that have caused consumer-generated information to gain importance are a. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations. b. an increase in children's influence over the purchasing decision and the fact that adults other than parents influence children. c. an increase in mobile digital technology and store brands. d. the recession and a reduction of advertising expenditures. e. globalization and the cultural trend of consumers being influenced by the "village."

Vail Mountain Resort in Vail, Colorado, is a world-class ski destination. Vanessa is a newly-hired manager of digital media and electronic marketing for Vail. Vanessa remembers reading about a new trend in video marketing, using _________ to engage and create a community of customers. a. amateur filmmakers b. Twitter announcements c. advertising firms to develop videos d. virtual realities e. blogs

Vanessa works as a salesperson and spends most of her time focusing on existing accounts, calling people to follow up on previous sales to see if they are interested in making an additional purchase. Vanessa's job function is best described as a. current-customer sales. b. missionary sales. c. order taking. d. new-business sales. e. trade sales.

What are web advertisers attempting to do in order to prevent regulation that would limit the information they can collect on users? a. They are attempting to engage in self-regulation. b. They are working with regulators to develop regulations that protect consumers. c. They are refusing to collect any information unless users give permission. d. They are reducing their data collection practices. e. They are suing the government for the right to collect this data.

Which of the following is NOT a factor affecting the routing and scheduling of sales calls? a. Compensation method b. Sales call duration c. Sales call frequency d. Sales territory size and shape e. Number of customers in the territory

Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing? a. Electronic marketing b. Digital orientation c. Digital electronics d. Digital media e. Electronic processing

Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing? a. Electronic marketing b. Social networking c. Mobile marketing d. Digital marketing e. Digital retailing

Which of the following trade sales promotion methods is best suited to high-volume, high-profit, easily handled products? a. Merchandise allowance b. Cooperative advertising c. Buy-back allowance d. Dealer loader e. Scan-back allowance

Which of the following would be an example of digital media that marketers can use for promotional purposes? a. Smart watch b. Blu-ray player c. Newspaper d. Outside of an electric bus e. Land-line phone

A salesperson should always anticipate and counter objections before the prospect raises them. a. True b. False

Any attempt to conduct dishonest activities online would be described as _______. a. piracy b. online fraud c. transparency d. identity theft e. credit card fraud

Before contacting a prospect, a salesperson for an industrial cleaning equipment company analyzes information about the prospects' product needs, feelings about brands, and personal characteristics. This process is called a. approaching the customer. b. preapproach. c. follow-up. d. prospecting. e. presentation.

Britney has her own blog and is constantly writing new content. When her readers give her positive feedback on a post, she will create more content that is similar. The positive sentiment is an example of quantitative feedback. a. True b. False

Digital media involves the strategic process of distributing, promoting, and pricing products, and discovering the desires of online customers. a. True b. False

Due to concerns about dishonest advertising, the ______ requires social media influencers to clearly disclose any connection they have with brands they promote. a. National Advertising Review Board (NARB) b. Federal Trade Commission (FTC) c. National Advertising Division (NAD) d. Digital Advertising Alliance (DAA)

Experts have determined that good salespeople exhibit a set of generally accepted characteristics. a. True b. False

In recent years, sales promotion has increased at the expense of _______. a. buzz marketing b. advertising c. personal selling d. trade promotion e. public relations

Inside salespersons generally focus on _______, whereas outside salespersons are more ______. a. building relationships; supportive b. taking orders and following up; consultative c. team selling; relationship building d. locating prospects and building goodwill; supportive e. locating prospects and building goodwill; consultative

Jeff works for a firm that wants to use digital networking sites such as Facebook, blogs, review sites, and more to target consumers on a global scale. Recently, his firm has expanded into a new foreign market. Jeff has looked at the market and has found that the majority of the population is active on the Internet but are spectators. He is looking for the least expensive way to target these customers. Refer to Scenario 10.3. Jeff discovers most of his firm's website visitors from the new foreign market originate from search engines like Google and Bing. What should Jeff do to attract more of these customers? a. Release television advertisements to reach consumers without the internet b. Optimize the firm's website for search using highly trafficked keywords c. Develop a corporate Facebook group and encourage users to join d. Send press releases and news updates to popular newspapers in the country e. Develop a website where consumers can review products and make recommendations

John is preparing to evaluate one of his sales representatives, Tessa. His evaluation of her performance for the prior year led to his conclusion that she often lacked key product information at sales presentations. At their upcoming session, he will most likely do which of the following? a. Increase her sales quotas b. Recommend that she attend a training program c. Decrease the size of her territory d. Terminate her e. Ignore this problem given that her sales results were good

Key performance indicators (KPIs) should be embedded at the end of a social media strategy. a. True b. False

Lynn works in sales at a firm that sells large-scale printing equipment for printing companies. She recently sold a new model of the company's product. However, the machine did not work properly, and investigations showed that it was a mistake made on the part of the manufacturer stemming all the way back to its construction in the factory. Lynn's sales manager had put a lot of pressure on Lynn to sell as much of this new equipment as she could, and now Lynn is worried that more products she sold will also have defects in the machinery. In this case, there could be a major recall, and the firm's CEO would have to get involved. Suppose an organization who bought the machinery realizes it is not working. The customer is highly dissatisfied and is likely to express her discontent initially to _______. a. the organization as a whole b. Lynn c. Lynn's sales manager d. the manufacturing factory e. the CEO

Madeline works in the sales division of an office supply business. Most of her time is spent on the phone talking to current clients. Some of these customers consist of individual businesses, while others are retailers that will resell the office supplies. Most of Madeline's job involves taking reorders from their customers. Sometimes she also calls to ensure the products were delivered on time. Madeline is most likely a(n) _______ focused on _______. a. technical salesperson; current-customer sales b. inside salesperson; current-customer sales c. missionary salesperson; new-business sales d. support salesperson; new-business sales e. trade salesperson; current-customer sales

Marketers call the internet a pull medium because a. users get pulled along by social media influencers. b. users determine which websites they are going to view. c. social networks have great control over the content to which users are exposed. d. they have great control over the content to which users are exposed. e. they determine which websites consumers are going to view.

Michelle loves to participate in online forums. She enjoys interacting with other people. She recently joined an online community hosted by a company. Michelle loves the company's products and often reads other people's posts. Recently, somebody posted a negative review of a new product on the forum. A representative immediately responded. The representative apologized for the problem and said the firm would reimburse the angry customer. Refer to Scenario 10.2. The company created the Facebook group to encourage its customers to share their positive experiences with the community. The company is most likely attempting to influence what metric? a. Cost savings b. Sentiment c. Content downloads d. Use of hashtags e. Abandoned shopping carts

One of the most important benefits of e-marketing is the ability of marketers and customers to _______. a. use apps b. share information c. use social media d. save money e. reduce cost

Sales objectives can do all of the following except a. serve as a standard for evaluating salesperson performance. b. serve as a deterrent both to salespeople and their clients. c. give the sales force direction and purpose. d. help to control the sales force. e. let the sales force know what is expected of them.

Samsung provides users with the chance to download a weather ______________ onto its Galaxy S8 smartphone. Once downloaded, users can see current conditions, a local radar, a ten-day forecast, and tropical weather information if relevant. a. virtual reality b. widget c. social network d. podcast e. mobile site

Scenario 10.1 Sampson works in marketing at a law firm. Recently, he has turned to social media to try and solicit new clients. There has been a class-action lawsuit his company is working on that involves harmful side effects from a well-known medication. It was discovered that this medication caused potential heart defects. Sampson has been using social media channels to inform users who may have suffered from taking this medication about the lawsuit and how his company is the best firm to represent them. He even created a website specially dedicated to the case and encourages users to ask questions. Refer to Scenario 10.1. On the website, Sampson encourages users to ask questions and provide their input. He also provides contact information for his firm if users would like it to represent them. Sampson actively monitors the site so he can immediately answer questions or comments that internet users pose. He wants users to feel comfortable expressing their needs directly. This involves which characteristic of digital marketing? a. Control b. Interactivity c. Accessibility d. Connectivity e. Addressability

The "bricks-and-clicks" model involves maintaining _______. a. physical stores only b. physical stores and an online shopping site c. apps and blogs d. online shopping sites only e. social network pages and blogs

The Kenmore brand released a new type of appliance. Shelby is in charge of sales promotion. After examining the types of sales promotion that would be most effective, she chooses a _______. Although labor costs will be high, she knows it has proven to be a highly effective way of selling appliances. a. point-of-purchase display b. demonstration c. premium d. money refund e. free sample

The State Farm Group includes several companies. Probably the most well-known company in the group is the State Farm Insurance company, the largest auto and home insurer in the United States. State Farm Insurance provides protection for approximately 78 million policies on auto, fire, life, and health services. It is also a leading insurer of homes and autos in Canada. Another company in the State Farm group is the State Farm Bank, which was opened in 2000, beginning State Farm's entry into the financial services field. However, the State Farm Bank is not a traditional bank, in that it has no branch offices and its services are provided through State Farm agents, a call center, the mail, and on the internet. It currently serves over 1.9 million bank accounts. Refer to Scenario 17.2. When deciding on its advertising allocation for the coming year, State Farm Insurance could choose to spend the same amount as Safe Auto, another auto insurance company, or it could allocate an amount that is 10% of last year's premiums. If State Farm uses the same amount as Safe Auto, this method of advertising appropriation is known as the ____ approach; if State Farm uses the amount based on last year's premiums, the method would be _____. a. competition-matching; objective-and-task b. competition-matching; percent-of-sales c. arbitrary; objective-and-task d. objective-and-task; percent-of-sales e. arbitrary; competition-matching

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 a. repetition. b. frequency. c. exposure. d. targeting. e. reach.

Tim maintains a popular blog that highlights restaurants in the Minneapolis area. Tim provides recommendations on the restaurants, posts photos, and gives descriptions of upcoming specials or events. He has a number of followers, and restaurants have begun to take notice. One popular restaurant chain is expanding and hopes that Tim could help it in promoting its new location. Not only does Tim have a lot of people following his blog posts, but the restaurant knows that Tim is highly trusted. What is the best way for the restaurant to make use of Tim's influence in its promotional strategy? a. Send Tim a press release describing the new location. b. Invite Tim to write a review of its food. c. Ask Tim to post updates on the restaurant's website. d. Send Tim a Facebook message asking him to "like" the restaurant. e. Send Tim photos of restaurant meal specials.

To boost sales, ACME Corp. launched a sales promotion effort that required individuals to compete for a free iPad by collecting stickers on the inside of packaging of ACME widgets. This best describes a _______. a. coupon b. consumer game c. sweepstakes d. rebate e. consumer contest

Two trends have elevated the importance of consumer-generated information: (1) The growing tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions; and (2) _______. a. consumers' preference for less technology b. consumers' tendencies to trust other consumers over corporations c. consumers' tendencies to trust the government over consumers and corporations d. consumers' tendencies to trust other corporations over consumers e. consumers' preference for smartphones and apps

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. addressable b. interactive c. accessible d. linked e. controlled

When creating sales territories, managers should try to create territories _______. a. that focus on urban areas b. with similar sales potential c. with similar shapes d. that are geographically divisive e. that are the same size

Which of the following digital media tend to be more promotional oriented? a. Social networks b. Media-sharing sites c. Blogs d. Wikis e. Apps

Which of the following is a website (or app) where users can create a profile and interact with other users, post information, and engage in other forms of web-based communication? a. A wiki b. Social network c. Mobile marketing d. Media-sharing site e. Blog

Which of the following is most likely to stimulate customer loyalty? a. Sweepstakes b. Frequent-user incentives c. Samples d. Premiums e. Coupons

Which of the following is true about relationship marketing? a. Relationship marketing is necessary for salespeople to be successful. b. Relationship marketing involves interactions with customers over the long term. c. Relationship marketing is used more for business-to-consumer marketing. d. Relationship marketing is only necessary for personal selling. e. Relationship marketing usually involves selling in teams.

Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program? a. Consumer jury b. Public relations audit c. Communications audit d. Social audit e. Environmental monitoring

Which of the following trade sales promotion methods is appropriate when personal selling is an important part of the marketing effort? a. Merchandise allowance b. Push money c. Buy-back allowance d. Dealer loader e. Free merchandise

______ on the internet involves a push-pull dynamic: The firm that provides a product will push to get that product in front of the consumer, while at the same time connectivity aids those channel members that desire to find each other. a. Products b. Distribution c. Promotion d. Pricing

_______ is an activity or material, or both, that acts as a direct inducement, offering added value or incentive for the product, to resellers, salespeople, or consumers a. Public relations b. Sales promotion c. Personal selling d. Publicity e. Advertising

Sampson works in marketing at a law firm. Recently, he has turned to social media to try and solicit new clients. There has been a class-action lawsuit his company is working on that involves harmful side effects from a well-known medication. It was discovered that this medication caused potential heart defects. Sampson has been using social media channels to inform users who may have suffered from taking this medication about the lawsuit and how his company is the best firm to represent them. He even created a website specially dedicated to the case and encourages users to ask questions. Refer to Scenario 10.1. Suppose Sampson decides to develop a web-based journal in which writers can editorialize and interact with other internet users. This would be an example of a _______.

blog

A ________is a secondary incentive and is a sum of money that a producer gives to a reseller for each unit the reseller buys after an initial promotional deal is over. a. buying allowance b. scan-back allowance c. buy-back allowance d. merchandise allowance

A dealer loader is a. additional compensation to salespeople from the manufacturer to promote a line of goods. b. an agreement in which a producer offers free merchandise to a retailer. c. a gift to a retailer who purchases a specified quantity of merchandise. d. a temporary price reduction to resellers for purchasing a certain quantity of merchandise. e. an advertisement that promotes a product and identifies retailers who sell the product.

A major benefit of personal selling over other promotional tools is a. effectiveness b. reach c. flexibility d. cost

ACME Corp. is developing a software program that can run on mobile devices so that customers can interact with the firm, view product information, and see the status of an order. This is best described as a(n) _______. a. podcast b. widget c. app d. social media e. website

ACME Corp. is running a sales promotion in which it offers to give retailers $1 for each case of widgets purchased during the promotion. This best describes _______. a. dealer loader b. free merchandise c. buying allowance d. dealer listing e. cooperative advertising

Amelia is partnering with Frank, an engineer, to try and sell a new aerospace product. Amelia has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Amelia is very eager to make sales. Normally, Amelia likes to work alone, but she appreciates Frank's expertise because she thinks it'll help increase sales significantly. Amelia is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Frank will also provide the client organization with assistance on its applications and system design. Refer to Scenario 18.3. What type of compensation system does Amelia have for her personal selling efforts? a. Profit-sharing compensation plan b. Straight salary compensation plan c. Straight commission compensation plan d. Team-based compensation plan e. Combination compensation plan

Carrie, who works in the marketing department at a consumer electronics firm, is part of a team assigned to develop an advertising campaign for the firm's newest electronic product. Carrie and her team have decided that they will take out advertisements in certain magazines that best reach their target market. Carrie will also advertise heavily on the firm's website and social media pages. Finally, they agree that they should take out 30-second television advertisements that will run for two weeks on a pulsing schedule. At what stage are Carrie and her team in the development of the advertising campaign? a. Creating the advertising message b. Creating the advertising platform c. Developing the media plan d. Determining the advertising appropriation e. Defining the advertising objectives

Damian works at the Container Store. While he is placing inventory on the shelves, a customer comes up to him. The customer mentions she saw an advertisement on a new storage product that just came out. Damian informs the customer that the store is out of the product but will be getting a new shipment tomorrow. When the lady asks Damian if they have any similar products, Damian leads her to a product that he feels will meet her needs. He tells her while this a bit smaller, it also costs less and is on sale. Damian is engaging in a. advertising b. public relations c. personal selling d. sales promotion.

Elias, a sales representative, is returning from a week on the road. One of his activities this week is to develop ____, which are designed to identify the customers called on and to present detailed information about interaction with those clients. a. expense reports b. feedback notices c. call reports d. recall files e. sales invoices

Every year on Independence Day, Nathan's Famous holds a hot dog eating contest. One year, Orbitz donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 17.3. The New York Times has covered the Nathan's Hot Dog Eating Contest in the past. This year it requested a photo of the winner during the contest eating hot dogs. It posted a large shot of the photo on the news website. Underneath it included a brief description of the contest and the winner. This is an example of a _______. a. press release b. native advertisement c. captioned photograph d. product placement e. content marketing tool

Home Depot has an iOS program that allows users to match colors in photographs with the store's selection of carpets. This is an example of a(n) a. digital system. b. interactivity. c. application (app). d. widget. e. voice-activated system.

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. a. alternating b. continuous with emphasis c. pulsing d. interval e. flighting

In order to show consumers how well its blenders work and to stimulate sales, Vitamix often sets up temporary booths in stores where they have someone using the blender in a variety of ways. This is an example of a. a free sample. b. point-of-purchase material. c. a demonstration. d. a premium. e. a merchandise allowance.

It has been about 10 years since the BP oil spill that rocked the Gulf of Mexico. BP has launched a number of campaigns to reestablish its credibility. If BP wanted to identify changes in public opinion impacting the firm, it should conduct _______. a. an aided recall test b. a social audit c. environmental monitoring d. an environmental audit e. a communications audit

Kevin Esposito, a salesperson for O'Malley Office Products, develops a list of potential customers and evaluates them on the basis of their ability, willingness, and authority to purchase copy machines. This process is called a. customer evaluation. b. customer search. c. prospecting. d. preapproach. e. customer pre-approval.

Malik works for F1 where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Malik is most likely employed in a. sales. b. digital media marketing. c. public relations. d. advertising. e. human resources.

Maria receives a fixed salary plus a commission based on sales volume after she sells $20,000 worth of merchandise for her company. Which of the following best describes her compensation? a. Salary plus compensation plan b. Straight commission compensation plan c. Combination compensation plan d. Straight salary compensation plan e. Salary benefits compensation plan

Marketers' ability to obtain digital information is referred to as a. control. b. connectivity. c. accessibility. d. interactivity. e. addressability.

Penny promotes pharmaceuticals to pharmacies and doctors' offices. She is best categorized as a. an inside salesperson. b. a technical salesperson. c. a missionary salesperson. d. support personnel. e. a trade salesperson.

Pottery Barn uses ____ to display snapshots of company events, staff, and products. a. Twitter b. YouTube c. Instagram d. blogs e. wikis

Sampson works in marketing at a law firm. Recently, he has turned to social media to try and solicit new clients. There has been a class-action lawsuit his company is working on that involves harmful side effects from a well-known medication. It was discovered that this medication caused potential heart defects. Sampson has been using social media channels to inform users who may have suffered from taking this medication about the lawsuit and how his company is the best firm to represent them. He even created a website specially dedicated to the case and encourages users to ask questions. Refer to Scenario 10.1. Barry decides at the start of his social media efforts to track the amount of clicks his posts receive as a way to measure his success. Click-through rate (CTR) is an example of a(n) _______. a. success rate b. influence metric c. Key Performance Indicator (KPI) d. qualitative metric e. advocacy metric

Sheila works at an industrial products firm. She is sent to an industrial products trade show to man a booth. At the booth she talks with a number of company representatives and urges them to write their names and contact information on a card, so she can contact them later. When she gets back to the office, Sheila plans to go over the contacts and do some research to determine whether they have bought from the firm before, their industry and interests, and whether they are the key decision makers of the businesses. Refer to Scenario 18.1. When she gets back to the office, Sheila plans to engage in which step of the personal selling process? a. Making the presentation b. Prospecting c. Preapproach d. Approach e. Overcoming objections

Sheila works at an industrial products firm. She is sent to an industrial products trade show to man a booth. At the booth she talks with a number of company representatives and urges them to write their names and contact information on a card, so she can contact them later. When she gets back to the office, Sheila plans to go over the contacts and do some research to determine whether they have bought from the firm before, their industry and interests, and whether they are the key decision makers of the businesses.Refer to Scenario 18.1. At the trade show, Sheila is engaging in which stage of the personal selling process. a. Closing the sale b. Making the presentation c. Prospecting d. Approach e. Preapproach

Taco Bell would like to create a sales promotion event that would allow customers to have fun. After doing some research, it decided upon a _______ because contestants would be more highly involved even if participation might be somewhat lower. a. premium b. consumer sweepstakes c. consumer contest d. frequent-user incentive e. consumer game

The _____ of a(n) website will have a major impact on whether the customer exhibits loyalty to the site. a. connectivity b. cost c. quality d. strength e. interactivity

Which of the following are likely to restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers? a. Support personnel b. Inside salespeople c. Trade salespeople d. Missionary salespeople e. Technical salespeople

Which of the following is one of the biggest mistakes a marketer can make when engaging in digital marketing? a. Adopting an undifferentiated marketing strategy b. Treating it like a disruptive innovation c. Treating it like a traditional marketing channel d. Using all social networks regardless of target markets e. Failing to engage in social networks

Which of the following is the best example of a well-stated sales objective? a. Companywide sales should increase by 25%. b. The sales force should increase the market share in all markets by December 1. c. Each salesperson should bring in $25,000 in new sales by November 15. d. Each salesperson should increase his or her client group by 10%. e. Each salesperson should increase the number of calls they make by 20%.

Which of the following is the most expensive sales promotion method? a. Premiums b. Consumer contests c. Free samples d. Coupons e. Point-of-purchase materials

Which of the following support personnel or take orders, follow up on deliveries, and provide technical information? a. Technical salespeople b. Trade salespeople c. Inside salespeople d. Missionary salespeople e. Support personnel

Which of the promotion methods is the most precise? a. Publicity b. Sales promotion c. Personal selling d. Public relations e. Advertising

Why must online marketers use differentiation to distinguish their products from competitors—even more so than they might have to do with more traditional marketing channels? a. Online promotion has become so common that marketers must use unique characteristics of the products to grab users' attention. b. Nonprice competition has become much more important in attracting consumers than price competition. c. The consumer now has unprecedented access to online pricing information, so differentiation is necessary to remain competitive. d. Online distribution channels end up costing the customer more, requiring companies to differentiate their products to show their value. e. Products must be differentiated in order to ensure that they differ from the types of products sold in retail stores.

You and your marketing team are conducting a series of focus groups with potential customers of a new product your firm is launching next year. The purpose of these focus groups is to find out what potential customers consider most important in the selection and use of this new product.Which of the following steps in the advertising campaign development process are you performing with this activity? a. Determining the advertising appropriation b. Developing the media plan c. Creating the advertising platform d. Identifying and analyzing the target audience e. Defining the advertising objectives

____ refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing. a. Digital marketing b. Digital media c. E-marketing d. E-tailing

______________ can be ideas and creative materials, songs, movies, books, or electronics that are developed to educate or entertain. a. Virtual sites b. Copyrights c. Intellectual property d. Blogs e. Wikis

Amazon has opened a physical bookstore. What is one benefit that a physical store offers to marketers that online stores might not? a. They are more efficient for consumers who do not have the internet. b. They have less expensive distribution channels than online stores. c. They result in users buying more due to lower prices and prompting from salespeople. d. They allow marketers to observe customers interacting with products. e. They are better at promoting products because users can examine them.

Before creating a social media advertising campaign, Sarah embeds quantitative and qualitative metrics at the onset of her strategy that can allow almost real-time measurement and evaluation. What are these metrics called? a. Engagement metrics b. Impressions c. Click-through rate (CTR) d. Key Performance Indicators (KPIs) e. Impact metrics

Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends. a. their disposable income b. their shopping partners c. their eating habits d. their information searches e. their spending money

Coupons have questionable success as an incentive for consumers to try a new brand or product for all of the following reasons except a. About three-fourths of coupons are redeemed by people already using the brand on the coupon. b. Because so many manufacturers offer them, consumers have learned not to buy without some incentive, whether that pertains to a coupon, a rebate, or a refund. c. Many consumers will redeem coupons only for products they would buy anyway. d. Coupons reward current product users, win back former users, and encourage purchases in larger quantities. e. Brand loyalty among heavy coupon users has diminished.

Dell sells to both individual customers through its site as well as through retailers such as Best Buy. Sales have been down lately as a competitor just came out with a new, popular product. Dell wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive computers. The consumer will receive a form that they will need to fill out and mail to Dell to receive the money. Dell also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays.Refer to Scenario 18.2. The first type of sales promotion mentioned is a(n) _______ sales promotion. The second type is a _______ sales promotion. a. consumer; reseller b. individual; company c. trade; consumer d. consumer; trade e. trade; retail

During the personal selling process, a salesperson, if possible, should handle objections when a. the sales presentation is approximately half completed. b. the customer appears to be unhappy or agitated. c. the salesperson begins the sales presentation. d. they arise. e. the salesperson begins the trial close.

Jeff works for a firm that wants to use digital networking sites such as Facebook, blogs, review sites, and more to target consumers on a global scale. Recently, his firm has expanded into a new foreign market. Jeff has looked at the market and has found that the majority of the population is active on the internet but are spectators. He is looking for the least expensive way to target these customers. Refer to Scenario 10.3. If Jeff were to have cookies installed on the users' computers, they would be able to detect when the user revisits the site. This demonstrates which of the following characteristics of digital marketing? a. Accessibility b. Interactivity c. Connectivity d. Addressability e. Control

Jeff works in the sales department of a large firm that sells to retailers. His main duties are to help clients restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers. Jeff is most likely a(n) _______. a. outside salesperson b. missionary salesperson c. inside order taker d. trade salesperson e. technical salesperson

Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzee, and Clue. The company has posted online cash rewards for consumer reviews of its games. In doing so, Milton Bradley/Parker Brothers is striving to utilize a. fan pages. b. new concept viewing. c. a test market. d. consumer-generated marketing. e. electronic media.

Parker is a sales representative for Kashi. Each week he uploads his plans for visiting clients out in the field to a routing and scheduling decisions system. Parker knows that one of the primary goals of routing and scheduling decisions in personal selling is to a. determine duration of sales calls. b. determine the sequence in which customers will be called on. c. use existing transportation facilities. d. minimize non-selling time. e. provide salespeople with an opportunity to plan their own routes and schedules.

Personal selling goals include finding prospects, convincing prospects to buy, and a. monitoring new products being developed. b. avoiding repeat transactions. c. being aware of competitors' sales activities. d. keeping customers satisfied. e. seeking one-sale customers.

Regardless of their age, income, or gender, an increasing number of people are turning to the internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. 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. TV b. YouTube c. Twitter d. Facebook e. Google

Sales promotion can increase sales by providing _______. a. greater social media exposure b. opportunities to win more products c. sales deterrents d. extra purchasing incentives e. a reduced price

Salespeople from ACME Corp. are searching for potential customers from company sales records, trade shows, commercial databases, newspaper announcements, public records, telephone directories, trade association directories, and many other sources. This is best described as _______. a. closing the sale b. approaching c. presenting d. prospecting e. following up

The internet is viewed as a _______ medium because users determine which material they are going to view. a. Passive b. Push c. Open d. Pull e. Close

Which of the following is NOT a way that consumers rationalize pirating software, video games, and movies online? a. They are influenced by friends and family who engage in piracy and swap digital content. b. They feel they just do not have the money to pay for what they want. c. They are excited by the thrill of getting away with it and the slim risk of consequences. d. They worry about getting arrested. e. They think they are smarter than others.

Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its customers, suppliers, employees, shareholders, the media, educators, potential investors, government officials, and society in general? a. A press strategy b. Personal selling c. Publicity d. Public relations e. Advertising

Which of the following is the most important with business-to-business transactions involving the purchase of expensive products? a. Public relations b. Publicity c. Sales promotion d. Personal selling e. Advertising

Which of the following is true about team selling? a. It is most effective for mature products that do not have much complexity. b. It involves building mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time. c. It is usually suited for salespeople who operate in a highly competitive environment. d. It can be used to address short-term situations or ongoing needs. e. It usually involves the engineer or technical person taking the lead.

Which of the following would most likely fall under the responsibility of an advertising agency? a. Public relations services b. Advertising appropriation c. Legal services d. Copywriting and artwork e. Developing advertising objectives

Which personal selling process step may involve calling on customers without prior consent? a. Making the presentation b. Overcoming objections c. Preapproach d. Approach e. Prospecting

____ relates to perceptions of value and is the most flexible element of the marketing mix. a. Distribution b. Product mix c. Store location d. Pricing e. Promotion

______ is a sum of money that a producer gives to a reseller for each unit the reseller buys after an initial promotional deal is over. a. A buying allowance b. Push money c. A merchandise allowance d. A buy-back allowance e. Cooperative advertising

A major benefit of social media marketing is the ability to reach new target markets, such as Millennials. A firm wishing to target Millennials would be advised to use a. Facebook. b. Twitter. c. LinkedIn. d. Pinterest. e. Snapchat.

A major disadvantage of personal selling is that it a. does not provide immediate feedback. b. cannot easily adjust the message to satisfy a customer's information needs. c. is not remembered as well by customers as advertising messages are. d. is not compatible with other promotional activities. e. is very expensive per contact.

A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during a. overcoming objections. b. presentation preparation. c. prospecting. d. the approach. e. the preapproach.

A salesperson will be better able to determine the prospect's specific needs by a. making a very thorough and detailed sales presentation about the products and services being offered. b. doing extensive research before the approach and making the sales presentation without adjustment. c. using trial closings throughout the sales presentation. d. waiting until after the sale to see how the client is enjoying the use of the product. e. listening carefully to questions and comments and watching reactions during the sales presentation.

ACME Corp. is using all digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers. This is best described as _______. a. digital retailing b. social networking c. mobile marketing d. electronic marketing e. digital marketing

Apple has been working on what it believes is a revolutionary new technology. CEO Tim Cook is finally ready to showcase this technology. Cook knows this is a major news event and wants to get as much exposure as possible. Which public relations tool would probably be best for Tim Cook to use to announce this major news event? a. News release b. Event sponsorship c. Captioned photograph d. Feature article e. Press conference

Claudia, a marketer at the local zoo, has been using digital media to promote new exhibits and events. Claudia finds that digital media is a good way to promote events when the zoo does not have a large promotional budget. At the moment, Claudia is working on a strategic process for developing a(n) _________________ for a sustainable seafood event the zoo is holding for its members, most of whom are very active on the zoo's Facebook page. She decides Facebook is the appropriate social media channel she wants to use to reach consumers. Claudia determines the appropriate pricing for the event as well as the best way to distribute and promote the event through its Facebook page. To promote the event more successfully, she is also going to look at past Facebook poll results, member postings, and responses to corporate messages to determine what its members would truly desire to get out of the event. Claudia plans to incorporate this into the digital promotion she will release for the upcoming event through Facebook. a. social media plan b. digital media plan c. digital marketing strategy d. e-tailing strategy e. electronic marketing strategy

Consumers tend to view which of the following behaviors as less ethically acceptable regarding illegally downloading protected content from the internet? a. Downloading content because they can't afford it b. Downloading content to prove they can do it c. Downloading content just for fun d. Downloading content to see if they can get away with it e. Downloading content for personal gain

During which step in the personal selling process is listening especially important? a. Following up b. Prospecting c. Approach d. Overcoming objectives e. Making the presentation

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of a. combatting competitive promotional offers. b. facilitating reseller support. c. encouraging product trial. d. reducing sales fluctuations. e. retaining loyal customers.

How has the constant sophistication of technology impacted the product part of the marketing mix? a. It has led consumers to favor online-only products over physical products. b. It has created a situation where customers buy most products without handling them. c. It has created a situation where products lose their value quickly. d. It has led to lower costs in raw materials for developing products. e. It is requiring companies to continually upgrade their products.

Jeff works for a firm that wants to use digital networking sites such as Facebook, blogs, review sites, and more to target consumers on a global scale. Recently, his firm has expanded into a new foreign market. Jeff has looked at the market and has found that the majority of the population is active on the internet but are spectators. He is looking for the least expensive way to target these customers. Refer to Scenario 10.3. Suppose Jeff wants to attract more users to his company's products. He decides to do two things. First, he develops an online contest and posts it on the corporate blog and Facebook page. He believes the contest will encourage consumers in that country to spread the word. Secondly, he would like to offer them a temporary discount on products purchased within the next week. Jeff is focusing on the _______ and _______ aspects of the e-marketing mix. a. promotion; product b. distribution; promotion c. price; product d. promotion; distribution e. promotion; price

Josh, who has an engineering degree, gives practical assistance to ACME Corp.'s current customers, advising them on product characteristics and applications, system designs, and installation procedures. Josh is best described as a(n) _______. a. missionary salesperson b. trade salesperson c. support person d. inside salesperson e. technical salesperson

Mackenzie works closely with retailers who sell her company's products—fancy watches. Lately, one retailer has seemed reluctant to order more watches. According to the retailer, it does not seem to experience enough sales from their watches to justify selling them. Mackenzie's firm tells the retailer that it will include a silver tray with its next shipment of watches if the retailer will commit to purchasing one more shipment of their newest watch product and display the watches on the tray for at least a week. This is an example of a _______. a. push money b. merchandise allowance c. free merchandise d. dealer listing e. dealer loader

One of the most important benefits of e-marketing is the ability of marketers and a. vendors to share resources. b. government regulators to share information. c. competitors to share information. d. customers to obtain digital information. e. customers to share information.

Overuse of cents-off offers might lead to _______. a. fraud b. less brand loyalty c. misredemption d. complicated redemption e. a cheapened brand image

Sales force objectives for the entire force are normally stated in terms of all of the following, except _______. a. dollar sales volume b. unit sales volume c. profit d. market share e. sales territory

Suppose Lonely Planet, a travel guide book publisher, launched a small bit of software users could download to their computer. This software would provide continual news updates about Lonely Planet activities and link users directly to the company's homepage. This is most likely which of the following? a. Podcast b. QR code c. Wiki d. Beacon e. widget

TJMaxx, an off-price retailer featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called a. free advertising. b. mass communications. c. news reporting. d. public relations. e. publicity.

The difference between consumer sales promotion methods and trade sales promotion methods is a. with trade sales promotion, marketers focus on trading with consumers. b. with consumer sales promotion, marketers try to persuade retailers to carry their products. c. trade sales promotions attempt to persuade people to buy at particular stores, whereas consumer sales promotions focus on persuading people to buy particular products. d. consumer and trade sales promotions aim at retailers, but only trade sales promotions aim at wholesalers. e. consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to carry the product and/or to market it more aggressively.

The internet can be referred to as a ____ medium because users determine which websites they are going to view. a. selective b. push c. connected d. interactive e. pull

The three general types of media schedules are a. pulsing, alternating, and continuous. b. flighting, continuous, and repetitive. c. short, medium, and long-term. d. light, heavy, and alternating. e. pulsing, continuous, and flighting.

Verizon releases advertising that informs users that it is "America's #1 Internet Service Provider." This is an example of _______. a. comparative advertising b. reinforcement advertising c. pioneer advertising d. institutional advertising e. competitive advertising

Walmart is requiring more trade sales promotion from manufacturer Procter & Gamble to keep extensively promoting its products and displaying them on its shelves. Procter & Gamble will most likely comply with Walmart's request because _______. a. retailers like Walmart have become more interested in long-term performance b. Procter & Gamble prefers sales promotion over the costlier advertising c. declines in brand loyalty have made sales promotions aimed at persuading customers to switch brands more effective d. heightened concerns about value have made customers more responsive to promotional offers e. retailers like Walmart have gained considerable power in the supply chain

What is probably the best way for consumers to combat fraudulent activities? a. Stop purchasing items over the internet b. Register with the Federal Trade Commission (FTC) c. Use different passwords for each different site d. Hire a fraud-detecting organization to look for fraudulent transactions e. Refrain from giving out personal information unless the site is legitimate

What type of sales position is Frank most likely to occupy? a. Inside salesperson b. Outside salesperson c. Missionary salesperson d. Trade salesperson e. Technical salesperson

Which of the following involves the salesperson joining with people from the firm's financial, engineering, and other functional areas? a. Traditional selling b. Sales force management c. Relationship selling d. Missionary selling e. Team selling

Which of the following is NOT a public relations tool? a. Company magazine b. Annual report c. Feature article d. News release e. Product sample

Which of the following is NOT true about digital marketing as a new distribution channel? a. It increases speed throughout the marketing channel. b. It reduces redundancies throughout the marketing channel. c. It reduces costs throughout the marketing channel. d. It reduces inefficiencies throughout the marketing channel. e. It increases inefficiencies throughout the marketing channel

Which of the following is the most widely used sales promotion technique? a. Samples b. Rebates c. Premiums d. Incentives e. Coupons

You are a brand manager for a major retailer, and you just completed developing a series of advertisements with the help of your outside ad agency. You are excited about the ads and you are anxious to get the marketing vice president's opinion of the ads. Unfortunately, the vice president does not believe the ads will be effective. She wants you to do some type of effectiveness evaluation of the ads before the company spends a lot of money running them.Which of the following evaluation techniques should you use? a. An unaided recall test b. A recognition test c. An aided recall test d. Any type of post test e. A consumer jury

Shiloh works in marketing. He is part of team coming up with the content of a new advertisement for Bounty paper towels. Shiloh favors showing a large photo of the paper towels cleaning up a spill with the popular tagline, "Quicker Picker Upper." Another team member, Luanne, doesn't favor this idea. She believes they need to do something new and novel. Shiloh, however, thinks the tagline works to reiterate the message that Bounty is a good product for wiping up spills. Luanne prefers an advertisement that will describe how Bounty is superior to Brawny as sales of Brawny paper towels have recently increased. Shiloh favors a(n) _______ advertising approach, while Luanne favors a _______ approach.

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