Marketing Chpt 16

(B) Channel capacity

The limit on the volume of information a communications channel can handle effectively is known as _______. (A) Noise (B) Channel capacity (C) Receiver (D) Channel logistics (E) Feedback

(A) Retain loyal customers

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) Retain loyal customers (B) Reduce sales fluctuations (C) Encourage product trial (D) Combat competitive promotional efforts (E) Identify prospects

(C) New introductory promotion

Which of the following is NOT one of the four elements of the promotion mix? (A) Public relations (B) Advertising (C) New introductory promotion (D) Sales promotion (E) Personal selling

(B) When a source uses an emoji that are understood by the receiver

Which of the following types is NOT an example of noise in the communication channel? (A) When broadcast television is interrupted due to breaking news (B) When a source uses an emoji that are understood by the receiver (C) When a source uses words or an emoji that are unfamiliar to the receiver (D) When the source has laryngitis (E) When the wifi signal is slow and thus the internet connection is poor

(C) Public relations

Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs? (A) Personal selling (B) Proxemic communication (C) Public relations (D) Sales promotion (E) Advertising

Mass media advertising

_______ is used less frequently today than in the past.

(C) Customers

A major goal of integrated marketing communications is to send a consistent message to _______. (A) Managers (B) Ad agencies (C) Customers (D) Shareholders (E) Employees

(E) Receiver

In the communication process, the _______ is the individual, group, or organization that decodes a coded message. (A) Source (B) Noise (C) Feedback (D) Communication channel (E) Receiver

(E) Tactile communication

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) Sales communication (C) Kinesic communication (D) Proxemic communication (E) Tactile communication

(B) Stimulate primary demand

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) Encourage product trial (B) Stimulate primary demand (C) Retain loyal customers (D) Create awareness (E) Stimulate selective demand

(A) Encourage product trial

Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _______. (A) Encourage product trial (B) Identify prospects (C) Facilitate reseller support (D) Stimulate demand (E) Create awareness

False

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

(A) Integrated marketing communications

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 marketing communications (B) Integrated marketing connection (C) Intelligent promotion communications (D) Intelligent marketing communications (E) Integrated business communications

(C) New introductory promotion

Which of the following is appropriate for stimulating primary demand? (A) Personal selling (B) Reinforcement promotion (C) New introductory promotion (D) Viral marketing (E) Comparative promotion

(B) The use of technical jargon the receiver doesn't understand

Which of the following represents noise in the communication process? (A) The failure to have a desired product in-stock (B) The use of technical jargon the receiver doesn't understand (C) When the receiver refuses to provide relevant feedback(D) The failure of the receiver to listen to the message (E) A loud sound that startles an in-store customer