Marketing unit 4
23. Which of the following advertising media offers the easiest means to evaluate the effectiveness of an advertisement: A. Radio B. Newspaper C. Direct mail D. Television
C
29. What is a common communications channel used in public relations? A. Billboards B. Trade shows C. Product displays D. Press releases
D
11. What is an example of advertisement stereotyping ? A. A television commercial depicts a woman mopping the kitchen with a new floor cleaner. B. A print ad shows a middle-aged male pouring orange juice for his children. C. A magazine ad campaign presents a variety of people who encourage others to drink milk. D. A well-known athlete records a PSA that emphasizes the importance of continuing education.
A
17. What form of promotion is generally emphasized for complex, technical products sold to industrial users? A. Personal selling B. Sales promotion C. Publicity D. Advertising
A
18. How do competing businesses within the same industry usually react to each other's promotional mixes? A. By playing follow the leader B. By reducing their promotional budgets C. By trying not to outdo each other D. By changing distribution channels
A
2. What is an example of publicity? A. Company news release B. Direct mail C. Billboard D. Company television commercial
A
39. One advantage to marketing-information managers of using the Internet to do research and gather data is that the process is A. inexpensive. B. restrictive. C. regulated. D. protected.
A
46. Which of the following is a characteristic of unstructured observation: A. Often records a variety of behaviors B. Uses standard checklists to document behavior C. Requires the use of surveillance equipment D. Most often limits observer with specific guidelines
A
47. What is an example of a marketing-research method that is used to collect primary data? A. Customer survey B. Census data C. Trade-journal article D. External reports
A
50. What data-collection method can be used to obtain product information during the point-of-purchase process? A. Volume-tracking scanner B. Photographic scanner C. E-mail survey D. Statistical survey
A
51. What type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale? A. Semantic differential B. Likert C. Stapel D. Random rating
A
52. To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers are A. open, friendly, and nonjudgmental. B. approachable, opinionated, and organized. C. consistent, biased, and aggressive. D. courteous, passive, and distant.
A
55. When should researchers ask potentially sensitive questions during an interview? A. Toward the end of the interview B. At the beginning of the inventory to get them out of the way C. Throughout the interview D. At the mid-point of the interview to allow time for the researcher to build rapport
A
58. Which situation demonstrates ethical behavior in selling? A. Tom tells Mrs. Smith she can save $100 by purchasing a vacuum cleaner without the carpet attachment because she has hardwood floors. B. Mrs. Thompson tells John she cannot give him a raise, so he should claim additional expenses on his monthly expense account to make up for it. C. Ron tells the customer she can save an additional $25 if she makes her check out to him instead of the company. D. Mayhew's raises prices on its clothing prior to a 25%-off sale so customers can feel good about the amount of money they are saving.
A
59. How can a reciprocal sales arrangement between a buyer and seller create an unethical situation? A. Ethical issues can occur when the reciprocity hurts or eliminates competition. B. Reciprocal sales arrangements usually result when a breach of warranty occurs. C. Ethical issues usually occur when the reciprocity is technological in nature. D. Reciprocal sales arrangements almost always create price discrimination.
A
15. Which of the following best describes the relationship of promotion and marketing: A. Subsidiary B. Interrelated C. Dependent D. One to one
B
26. Which of the following would be used to promote special sales events only to customers who live in a specific location: A. Specialty advertising B. Suburban newspapers C. Radio spots D. Utility direct mail
B
28. The reason for using certain communications channels, such as coupons, in sales promotion is to A. create long-term demand. B. generate an immediate response. C. persuade customers to remain loyal. D. advertise a new product.
B
3. Why are there specific guidelines for advertising to children? A. Research indicated that juvenile offenders watched more advertising on television than the average child. B. Children are impressionable, and the wrong kinds of advertising can affect their development. C. Parents mounted a campaign against advertisers because their children demanded products they saw advertised. D. Children revealed, in focus groups, that while they like watching ads, it doesn't make them behave differently.
B
30. What communication channels is a corporation's public-relations department most likely to use to maintain positive relationships with shareholders? A. Press releases, online social networks, and print advertisements B. Newsletters, annual reports, and the company's web site C. News conferences, consumer blogs, and employee manuals. D. Policy manuals, commercials, and sponsorships
B
32. During one scene of a popular television show, an actor pours a box of brand-name cereal into a bowl and begins to eat it. What does this exemplify? A. Brand awareness B. Product placement C. Brand identification D. Product programming
B
34. What is an internal source of marketing information for a business? A. Government planning agencies B. Inventory records C. Public libraries D. Trade journals
B
40. So a business can retrieve current customer and internal marketing information from a central location, it may use which of the following technological tools: A. Presentation software B. A database C. Opt-in e-mail D. A CAD program
B
48. What is a common method of collecting research data that often involves the use of questionnaires? A. Case study B. Mail survey C. Message board D. Behavior chart
B
49. What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers? A. Experiment B. Observation C. Employee survey D. Telephone interview
B
5. In which stage of a product's life cycle do promotional activities focus on differences between competing products? A. Introductory B. Growth C. Declining D. Introduction
B
54. How can ill-designed questionnaires affect survey participants? A. Can make them question the survey's purpose B. Can decrease their response rate C. Can decrease their desire to answer personal questions D. Can make them take their time to complete the survey
B
56. Which of the following is a rating scale that allows marketing researchers to determine respondents' feelings: A. Variable B. Likert C. Comparative D. Attribute
B
57. Salespeople who moonlight or attend classes on company time are guilty of A. wasting their time. B. unethical behavior. C. violating laws. D. misusing assets.
B
61. Taking a client golfing is usually acceptable, as long as A. the salesperson does not talk about business during the outing. B. the business relationship does not include awarding a contract. C. the golf excursion lasts no longer than three hours. D. the salesperson spends no more than $100
B
62. One way a business can help its salespeople demonstrate ethical behavior in selling situations is by A. developing sales quotas. B. establishing gift-giving guidelines. C. making price deals. D. requiring reciprocity.
B
9. What is an objective of institutional advertising? A. To support personal selling activities B. To demonstrate the organization's role in community affairs C. To introduce new goods or services D. To create customer interest in the company's goods or services.
B
22. Which of the following is a print promotional medium: A. Television B. Participation show C. Shoppers' guide D. Radio
C
14. How does promotion benefit customers? A. Causes them to postpone making buying decisions B. Enables them to identify their buying decisions C. Helps them to select appropriate products D. Requires them to spend more on products
C
19. Advertising that promotes the support a bank gives to community projects is __________ advertising. A. promotional B. prestige C. institutional D. service
C
20. What is an example of an external factor that affects promotion? A. Reorganization of the business B. Increase in a product's price C. Government regulation of ads D. A change in distribution methods
C
21. The most important benefit that magazine advertising offers to an advertiser is its ability to A. reach a specific geographic area. B. deliver messages in a timely manner. C. target a particular group of consumers D. deliver a low-cost message to a target group
C
24. Why are promotional media such as newspapers and television referred to as mass media? A. They can direct promotions to a specific audience. B. They direct promotions to a specific audience. C. They reach a lot of people at the same time. D. They try to meet the needs of many businesses.
C
33. What is an example of marketing information that a business could gather by surveying its customers? A. Planned product improvements B. The company's current market share C. Location of the company's market D. Financial status of competitors
C
35. Your company has asked you to make recommendations for new hardware and software to replace the existing marketing-information system. What should you recommend? A. The largest system available for future expansion B. Software that is secure and accessible only to you C. Software that decision makers can use with minimum training D. Software that everyone in the company can use to collect and process data
C
42. Why do many businesses place a cookie on a user's hard drive when the user visits the business's web site? A. To regulate the user's access to information B. To make it easy for the user to find the web site C. To track the number of times the user buys a product D. To guarantee that the web site is secure
C
43. Which of the following is a technology tool that allows a business to observe a customer's Internet activities: A. Spam B. Hyperlink C. Cookie D. Host
C
6. Some governments regulate promotional activities in their countries to protect consumers from A. unnecessary media exposure. B. inconsistent selling strategies. C. deceptive advertising. D. unlimited liability.
C
8. Which advertising message reinforces the concept of materialism? A. We make this product by hand and use organic materials. B. The government rates our product higher than our competitor's product. C. You can increase your social status by purchasing this product. D. For more information about our line of products, visit our website.
C
1. Which statement is true about regulating international promotional activities? A. Most countries have a system of checks and balances to verify that promotion regulations are fair. B. Businesses must submit all promotional materials to the International Ad Coalition for approval. C. Governments bear the sole responsibility of monitoring promotional materials and regulations. D. A business must understand that the laws governing promotional activities vary by country.
D
10. What is new technology enabling businesses to create that is impacting the promotion function? A. Personalized premiums B. Attractive commercials C. Publicity campaigns D. Individualized messages
D
12. Which of the following situations most accurately depicts a promotional ethical issue in relation to children: A. A television commercial portrays preschool-age children eating breakfast. B. A print ad in a national teen magazine shows a girl modeling fashionable outerwear. C. A radio spot announces an upcoming concert for preteens during the morning time slot. D. A newscast teaser televises graphic film clips of a war zone during prime-time viewing.
D
13. Banner and pop-up ads impact the way audiences receive promotional information. These types of messages exist because of the following technological development: A. HTMT B. Euronet C. URL D. Internet
D
16. How have technological advancements enhanced a small business's ability to promote its products? A. Most companies need fewer channels to coordinate and carry out promotional activities. B. Small companies now have more money to spend on promotional activities. C. Less time and creativity are required to develop effective promotional campaigns. D. Information can be communicated by more venues, and messages can be customized.
D
25. What is an example of out-of-home media? A. An infomercial broadcast on a national television network B. An eye-appealing card placed in a mailbox C. A calendar imprinted with a company's name D. An electrical sign located in a high-traffic area
D
27. The use of communications channels in public-relations activities is an important part of A. targeting customers. B. marketing products. C. advertising an image. D. providing information.
D
31. Ben recently purchased a cellular telephone. The manufacturer provided a form and a special code with the telephone's packaging. Ben completed the form, copied his sales receipt, and mailed these items back to the manufacturer along with the part of the packaging that contained the special code. Within six weeks, Ben recieved a $50 check from the telephone manufacturer. What type of sales-promotion technique was used? A. Warranty B. Coupon C. Sweepstakes D. Rebate
D
36. Which characteristic of useful marketing information is represented by the statement "The benefits of using the information should be greater than the expense of gathering the data used to generate this information"? A. Timeliness B. Accessibility C. Relevancy D. Cost-effectiveness
D
37. In planning marketing activities and in making marketing decisions, marketers use a variety of data gathered by a(n) A. inventory control system. B. double-entry bookkeeping system. C. file of employee records. D. marketing-information management system.
D
38. When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of the business's A. competition. B. situation analysis. C. sales forecasts. D. profitability.
D
4. Determine whether the following is a true statement: It is important for the promotional message to be factual. A. False, it must only be memorable. B. True, it should alter facts as necessary. C. False, it need not be based on facts. D. True, it must be based on facts.
D
41. How can using a database to track its customers' preferences and buying habits help a business? A. Decreases the need to analyze marketing activities B. Obtains additional deductions for its semi-annual tax return C. Reduces unnecessary operational expenses D. Builds strong, loyal customer relationships
D
44. How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent? A. To maintain sales strategies B. To prepare financial reports C. To develop inventory control plans D. To customize its marketing efforts
D
45. What is the advantage in using personal interviews to collect marketing data? A. Biased interviewer B. Slow collection rate C. Limited interaction D. High flexibility
D
53. The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. What type of scale has this survey used? A. Sequential B. Continious C. Spliced D. Balanced
D
60. Hotel supply salespeople who give expensive gifts to customers in an attempt to obtain their business are often considered guilty of A. violating local laws. B. overstating expenses. C. accepting bribes. D. unethical behavior.
D
7. What type of promotion is depicted by a business's one-time announcement of its half price sale in the local newspaper? A. Product promotion B. Institutional advertising C. Free publicity D. Sales promotion
D
