MKT final QUESTIONS

_________________ refers to the total amount of money a marketer allocates for advertising for a specific time period. a. advertising appropriation b. advertising copy c. cost per acquisition d. media buy e. advertising ceiling

a. advertising appropriation

All of the following are general-merchandise retailers EXCEPT ______________. a. category killers b. warehouse clubs c. department stores d. extreme-value stores e. hypermarkets

a. category killers

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. consumer game b. consumer contest c. sweepstakes d. rebate e. coupon

a. consumer game

a(n) ________ is a self-service, general-merchandise store offering brand name and private brands products at low prices

a. discount store

Which of the following does not take possession of the merchandise? a. drop shippers b. rack jobbers c. cash-and-carry wholesalers d. mail-order wholesalers e. truck wholesalers/jobbers

a. drop shippers

which of the following is the first step in the process of creation of an advertising campaign a. identify and analyzing the target audience b. creating the advertising message c. developing the media plan d. defining the ad objective

a. identifying and analyzing the target audience

Why should an advertiser pick a magazine over a newspaper as a medium of advertising? a. magazines allow demographic selectivity for target markets b. magazines have a greater reach as they have a larger audience than newspapers c. the advertisers product is an everyday staple that doesn't have a particular target market

a. magazines allow demographic selectivity for target markets

Which of the following is the best method a company can use to determine how many people heard the company's public relations message? a. measure changes in product awareness, knowledge, and attitudes resulting from the publicity campaign b. request that a television station records its name and the dates when a news item is broadcast c. count the number of exposure in the media

a. measure changes in product awareness, knowledge, and attitudes resulting from the publicity campaign

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. dealer loader d. scan-back allowance e. buy-back allowance

a. merchandise allowance

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

a. new-to-market products; expensive products

anything that reduces a communication's accuracy and clarity is called a. noise b. negative feedback c. disagreement d. dialog e. disharmony

a. noise

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; captioned photograph. b. feature article; captioned photograph. c. press release; even sponsorship. d. event sponsorship; captioned photograph. e. press release; TV commercial.

a. press release; captioned photograph

which of the following statements is true of criticisms and defenses of promotion? a. promotion helps keep prices lower by facilitating price competition b. when promotion fails to stimulate demand, the price of the promoted product decreases c. Industry self-regulation has increased deceptive promotion d. service stations with the highest prices always have highly visible price signs

a. promotion helps keep prices lower by facilitating price competition

Tiffani works for Mazda, where she works to create favorable relationships between Mazda and its customers, suppliers, employees, shareholders, the media, and other stakeholders. Tiffani is most likely employed in Mazda's _____ department. a. public relations b. marketing c. sales d. human resources e. product development

a. public relations

_______ includes all transactions in which the buyer intends to consume the product through personal, family, or household use a. retailing b. ricing c. advertising d. branding e. packaging

a. retailing

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. encourage product trial c. reduce sales fluctuations d. identify prospects e. combat competitive promotional efforts

a. retain loyal customers

which of the following products uses advertising rather than personal selling a. soft drink b. industrial machinery c. real estate d. home appliance

a. soft drink

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

b. advertising; sales promotion

Which personal selling process step may involve calling on customers without prior consent? a. preapproach b. approach c. prospecting d. making the presentation e. overcoming objections

b. approach

When Malcolm Reynolds walks into his local American Eagle store, he gets a message on his smartphone announcing that T-shirts in the store are 25% off today. This illustrates the use of ____________. a. self-checkout b. beacons c. websites d. virtual fit e. smart mirrors

b. beacons

The key to success in retailing is to have a strong ________ with a retail strategy that provides the level of service, product quality, and innovation that consumers desire. a. category management b. customer focus c. online presence d. location e. shareholder focus

b. customer focus

what design element is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words a. headlines b. illustrations c. copy d. layout

b. illustrations

The physical arrangement of the illustration and the copy of a print advertisement is known as the _____. a. feature b. layout c. signature d. blueprint

b. layout

Which of the promotion methods is the most precise? a. advertising b. personal selling c. sales promotion d. public relations e. publicity

b. personal selling

_________ refers to paid personal communication that attempts to inform customers and persuade them to buy products in an exchange situation a. advertising b. personal selling c. public relations d. sponsorship e. publicity

b. personal selling

_____ refers to demand for a product category rather than for a specific brand of product a. derived demand b. primary demand c. aggregate demand d. selective demand e. notional demand

b. primary demand

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. tying policy b. push policy c. category management d. exclusive policy e. pull policy

b. push policy

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

b. receiver

________ refers to a sales managers responsibility that involves developing a list go qualified applicants for sales position a. prospecting b. recruiting c. closing d. onboarding e. mentoring

b. recruiting

______ is an activity or material that acts as a direct inducement, offering added value or incentive for a product to resellers, salespeople, or consumers a. personal selling b. sales promotion c. sponsorship d. advertising

b. sales promotion

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

b. sales territory

sales force objectives are generally established for a. the organization as a whole only b. the total sales force and for each salesperson c. just each salesperson but not the whole sales force d. for each department or division of the company e. long-term but not short-term salespeople

b. the total sales force and for each salesperson

any form of paid non personal communication that identifies the sponsor company is called a. publicity b. personal selling c. advertising d. promotional mix

c. advertising

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

c. advocacy

Which of the following approaches to determine the advertising appropriation involves a high-level executive of a firm specifying the advertising budget for an advertising campaign? a. percent-of-sales approach b. auditing approach c. arbitrary approach d. competition-matching approach

c. arbitrary approach

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

c. channel capacity

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 benefits compensation plan b. salary plus compensation plan c. combination compensation plan d. straight salary compensation plan e. straight commission compensation plan

c. combination compensation plan

Which of the following types of media schedules is characterized by advertisements that run for set periods of time, alternating with periods in which no ads run? a. continuous schedule b. pulsing schedule c. flighting schedule

c. flighting schedule

Kaylee Frye has entered into an arrangement in which she can sell branded products, benefit from a national promotion program, and obtain equipment, buildings, management know-how, and marketing assistance in exchange for a percentage of her sales. This is best described as _______________. a. nonstore retailing b. direct selling c. franchising d. online retailing e. direct marketing

c. franchising

Which of the following is the most expensive sales promotion method? a. premiums b. coupons c. free samples d. point-of-purchase materials e. consumer contests

c. free samples

During which step in the personal selling process is listening especially important? a. overcoming objectives b. following up c. making the presentation d. prospecting e. approach

c. making the presentation

A company's _____ specifies the media vehicles to be used and the schedule for running advertisements. a. advertising platform b. content strategy c. media plan d. advertising copy

c. media plan

a(n) ________ is a plan that specifies the media vehicles to be used and the schedule for running advertisements a. content strategy b. communication design c. media plan d. advertising copy

c. media plan

Which of the following publicity-based public relations tool is most common? a. press conference b. captioned photograph c. news release d. letters to the editor e. feature article

c. news release

which of the following supply chain activities refers to the total set of managerial activities used by an organization to transform resource inputs into products, services, or both? a. channel management b. logistics management c. operations management d. supply management e. marketing management

c. operations management

the assumption that sales create advertising is a disadvantage of which approach to setting an advertising budget a. arbitrary b. objective-and-task c. percent-of-sales d. match-competition

c. percent-of-sales

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. the Vice President of sales b. manipulation c. promotion d. information e. sales promotion

c. promotion

Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs? a. advertising b. proxemic communication c. public relations d. personal selling e. sales promotion

c. public relations

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. environmental scanning b. communications audit c. public relations audit d. environmental monitoring e. social audit

c. public relations audit

Which of the following involves the salesperson joining with people from the firm's financial, engineering, and other functional areas? a. missionary selling b. relationship selling c. team selling d. traditional selling e. sales force management

c. team selling

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. missionary salespeople b. support personnel c. trade salespeople d. technical salespeople e. inside salespeople

c. trade salespeople

Which of the following is NOT an advantage of franchising? a. Franchisees may be able to start a business with limited capital. b. Franchisors gain distribution without the high cost of constructing and operating their own outlets. c. Franchisees can benefit from the business experience of others. d. Franchisees must pay to use the franchisor's name, products, and assistance. e. Franchises generally have lower failure rates than independent retail establishments.

d. Franchisees must pay to use the franchisor's name, products, and assistance.

Which of the following is NOT a public relations tool? a. news release b. event sponsorship c. managed social media account d. TV commercial e. executive speech

d. TV commercial

_______________ is paid non personal communication about an organization and its products transmitted to a target audience through mass media a. public relations b. direct marketing c. sales promotion d. advertising e. publicity

d. advertising

the supply chain includes a. producers, wholesalers, and retailers b. suppliers, producers, intermediaries, and customers c. suppliers and suppliers' suppliers d. all entities that facilitate product distribution e. buyers, seller, marketing intermediaries, and agent

d. all entities that facilitate product distribution supply chain: all activities associated with the flow and transformation of product from raw materials through to the end consumer

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

d. an accounting firm

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. institutional advertising b. product advertising c. pioneer advertising d. comparative advertising e. competitive advertising

d. comparative advertising

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

d. extra purchasing incentives

Which of the following is a fraction of the size of conventional discount stores and typically offer very low prices on smaller size name-brand nonperishable household items? a. warehouse showrooms b. discount stores c. hypermarkets d. extreme-value stores e. warehouse clubs

d. extreme-value stores

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

d. headline

an ______ is an independent businessperson who does not take title to the goods, sells complementary products of several producers in assigned territories and is compensated through commissions a. merchant wholesaler b. broker c. industrial distributor d. manufacturers' agent e. merchandiser

d. manufacturers' agent

Which of the following is appropriate for stimulating primary demand? a. reinforcement promotion b. comparative promotion c. viral marketing d. pioneer promotion e. personal selling

d. pioneer promotion

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 b. advertising campaign c. sales promotion d. public relations e. personal selling

d. public relations

a major goal of integrated marketing communications is to a. improve the quality of customer service available for products in the market b. formulate a corporate strategy using marketing initiatives c. undertake cost-benefit analysis of the communication program d. send a consistent message to customers

d. send a consistent message to customers

in contrast to industrial products, consumer products are often purchased bc of a. economic planning b. necessity c. prior planning d. social influences e. rational needs

d. social influences

Phydeaux & Friends is an independent retailer that carries deep product lines of pet supplies. This small, locally owned store is best classified as a(n) ____________. a. department store b. category killer c. warehouse showroom d. traditional specialty retailer e. off-price retailer

d. traditional specialty retailer

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. word-of-mouth communication b. personal selling c. sales promotion d. viral marketing e. buzz marketing

d. viral marketing

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

d. word-of-mouth communication

Which of the following is the most widely used sales promotion technique? a. rebates b. samples c. premiums d. incentives e. coupons

e. coupons

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

e. customers

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

e. encourage product trial

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. recall b. layout c. pulsing d. continuous e. flighting

e. flighting

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 connection b. intelligent marketing communications c. integrated business communications d. intelligent promotion communications e. integrated marketing communications

e. integrated marketing communications

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

e. keeping customers satisfied

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

e. long-term perspective

When retailers use multiple distribution channels to complement their stores with catalogs, apps, or websites, they are using _______________. a. scrambled merchandising b. multichannel distribution c. retail discounting d. digital retailing e. multichannel retailing

e. multichannel retailing

Which of the following involves identifying an unserved or underserved market segment and reaching it through a strategy that distinguishes the retailer from others in the minds of customers in the market segment? a. category management b. atmospherics c. multichannel retailing d. disruptive innovation e. retail positioning

e. retail positioning

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. proxemic communication d. kinesic communication e. tactile communication

e. tactile communication

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

e. target audience

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. support person b. trade salesperson c. missionary salesperson d. inside salesperson e. technical salesperson

e. technical salesperson

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

e. when a source uses an emoji that are understood by the receiver

_______ refers to demand for a product category rather than for a specific brand of product a. primary demand b. selective demand c. aggregate demand d. derived demand

a. primary demand

the effective use of integrated marketing communications is based upon ________ a. information about customers b. consumer attitudes toward promotion c. the communication process model

a. information about customers

Which of the following support personnel or take orders, follow up on deliveries, and provide technical information? a. inside salespeople b. technical salespeople c. support personnel d. trade salespeople e. missionary salespeople

a. inside salespeople

which of the following best describes the careful coordination of all promotional messages a. integrated marketing communication b. advertising c. public relations

a. integrated marketing communication

Which of the following appropriation techniques is most logical? a. objective-and-task approach b. percent-of-sales approach c. status quo approach d. competition-matching approach e. arbitrary approach

a. objective-and-task approach

Which of the following is NOT one of the four elements of the promotion mix? a. pioneer promotion b. public relations c. sales promotion d. personal selling e. advertising

a. pioneer promotion

which element of the personal selling process involves developing a database of potential customers? a. prospecting b. preapproach c. approach d. following up e. presentation

a. prospecting

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. recognition test b. pretest c. unaided recall test d. aided recall test e. consumer jury

a. recognition test

in the typical communications process, a receiver is the individual, group, or organization that a. uses technical jargon when communicating b. decodes a coded message c. encodes a message d. uses some form on transmission media to communicate

b. decodes a coded message

Which of the following is NOT a form of direct marketing? a. telemarketing b. direct selling c. direct-response marketing d. catalog marketing e. nonstore retailing

b. direct selling

Dell laptops and desktops are some of the most favored computer products both in and outside the us. the firm sells to individual buyers directly while directly offering the option of customizing their computers to suit customer requirements. It also markets its laptop and desktop range through company-owned stores as well as via retail outlets such as Best Buy. This distribution strategy used by Dell through multiple marketing channels is known as: a. just-in-time strategy b. dual distribution c. strategic channel alliance d. personal selling e. exclusive distribution

b. dual distribution dual distribution: the use of two or more marketing channels to distribute the same product to the same target market

Which of the following perform the widest range of wholesaling functions? a. drop shippers b. full-service wholesalers c. limited-service wholesalers d. agents e. sales branches

b. full-service wholesalers

which of the following retail organizations is said to combine the supermarket and discount store shopping in one location? a. ware a. warehouse showrooms b. hypermarkets c. category killers d. warehouse clubs e. department stores

b. hypermarkets

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. implement safety programs, inspections, training, and effective quality control procedures c. send inconsistent brand messages and images d. apologize e. scapegoat

b. implement safety programs, inspections, training, and effective quality control procedures

the coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines a. communication b. integrated marketing communications c. tactile communication d. kinesic communication e. proxemic communication

b. integrated marketing communications

most marketing channels have marketing intermediaries. A marketing intermediary's role is to a. link wholesalers to other wholesalers b. link producers to other middlemen or to customers c. always sell products to wholesalers d. not take title to products e. always sell products to retailers

b. link producers to other middlemen or to customers

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

c. compensation method

The target audience for an advertising campaign is the: a. information base on which to develop the campaign b. geographic distribution of persons c. people toward whom the advertisements are directed d. overall goal of the advertising campaign e. sales objectives to be achieved by the campaign

c. people toward whom the advertisements are directed

Which of the following is the most important with business-to-business transactions involving the purchase of expensive products? a. public relations b. sales promotion c. personal selling d. advertising e. publicity

c. personal selling

Which of the following focuses on a product category rather than a specific brand? a. competitive advertising b. product advertising c. pioneer advertising d. advocacy advertising e. comparative advertising

c. pioneer advertising

Which of the following trade sales promotion methods is appropriate when personal selling is an important part of the marketing effort? a. buy-back allowance b. merchandise allowance c. push money d. dealer loader e. free merchandise

c. push money

Anjali Ravi and Sofia Similpa are starting a business where they own and stock display racks in supermarkets, discount, and drugstores with current magazines. Ravi and Similpa's business would best be described as ____________. a. drop shippers b. general-merchandise wholesalers c. rack jobbers d. truck jobbers e. specialty-line wholesalers

c. rack jobbers

any organization that purchases products for the purpose of reselling them to ultimate consumers is a(n) a. wholesaler b. shopping center c. retailer d. intermediary e. producer

c. retailer

Which of the following is owned by the producer? a. selling agents b. manufacturers' agents c. sales offices d. brokers e. commission merchants

c. sales offices

which of the following is an example of tactile communication a. a waitress in a restaurant nods as she recites the menu to a consumer to indicate her approval of the dish b. a customer turns around to face a salesperson to indicate his interest in the product the salesperson is selling c. a salesperson shrugs his shoulders to indicate that he is not sure how to answer a customers query d. an executive shakes hands with his counterpart from the client company to seal a deal between the companies e. a student in a classroom waves her arm in the air to indicate that she has a question for the teacher

d. an executive shakes hands with his counterpart from the client company to seal a deal between the companies

Small, standardized, routinely purchased items are best suited for distribution through ___________. a. telemarketing b. direct-response marketing c. television home shopping d. automatic vending e. direct selling

d. automatic vending

McDonald's uses television to tell consumers about how they can receive free French fries with the purchase of a big Mac a. advertising b. sales promotion c. personal selling d. both advertising and sales promotion

d. both advertising and sales promotion

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. cooperative advertising b. dealer loader c. free merchandise d. buying allowance e. dealer listing

d. buying allowance

The physical arrangement of the illustration and copy of a print advertisement is known as the _____________. a. feature b. signature c. storyboard d. layout e. blueprint

d. layout

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

e. native advertising

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

e. personal selling

Which of the following generally does NOT have a conventional department store anchor? a. regional shopping center b. community shopping center c. lifestyle shopping center d. superregional shopping center e. power shopping center

e. power shopping center

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. following up b. closing the sale c. approaching d. presenting e. prospecting

e. prospecting