MKT - MindTap Chapter 16 Practice Quiz Questions

Feedback refers to? a. the conversion of signs or symbols into concepts and ideas. b. a receiver's response to a decoded message. c. the measurable intensity of a communication message. d. anything that reduces a communication's clarity and accuracy. e. the limit on the volume of information a communication channel can handle effectively.

A receiver's response to a decoded message *A receiver's response to a decoded message is feedback to the source. The source usually expects and normally receives feedback, although perhaps not immediately.*

Which of the following statements *is true* of promotion mix? A. Advertising is extremely cost-efficient when it reaches a vast number of people at a low cost per person. B. Advertising is paid personal communication about an organization and its products transmitted to a large audience. C. The goal of public relations is to inform customers and persuade them to purchase products in an exchange situation. D. Personal selling is an unpaid personal communication aimed at a large target audience through the use of electronic media. E. It is essential that firms use all four aspects of promotion mix for their products.

A. *Advertising is extremely cost-efficient when it reaches a vast number of people at a low cost per person*

Which of the following statements *is true* of advertising? a. It can reach an extremely large target audience or focus on a small, precisely defined segment. b. It is the most persuasive form of promotion available to marketers. c. It has extremely low absolute dollar outlay but high cost per person. d. It provides immediate feedback, allowing marketers to adjust their messages to improve communication. e. It involves more specific communication directed at one or several individuals.

A. It can reach an extremely large target audience or focus on a small, precisely defined segment *Being highly flexible, advertising can reach an extremely large target audience or focus on a small, precisely defined segment.*

Communicating through the movement of head, eyes, arms, hands, legs, or torso is known as? a. kinesic communication b. objective communication c. tactile communication d. proxemic communication e. physical communication

A. Kinesic Communication *Kinesic communication refers to communicating through the movement of head, eyes, arms, hands, legs, or torso.*

Which of the following forms of communication occurs when either person *varies the physical distance separating them*? a. Proxemic communication b. Objective communication c. Haptic communication d. Kinesic communication e. Tactile communication

A. Proxemic Communication *Proxemic communication, a less obvious form of communication used in personal selling situations, occurs when either person varies the physical distance separating them.*

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

B. An executive shakes hands with his counterpart from the client company to seal a deal between the companies *Touching, or tactile communication, is a form of communication, although less popular in the United States than in many other countries. Handshaking is a common form of tactile communication both in the United States and elsewhere.*

For which of the following product types is word-of-mouth marketing known to be most effective? a. Low-cost convenience products b. Expensive, luxury products c. Existing business products d. Products in the decline stage of their lifecycle e. Products in the maturity stage of their lifecycle

B. Expensive, luxury products *Word of mouth, no matter how it is transmitted, is not effective in all product categories. It seems to be most effective for new-to-market and more expensive products*

Which of the following statements is *true* of criticisms and defenses of promotion? a. When firms advertise prices, their prices tend to be higher than when they are not promoting prices. b. Promotion helps keep prices lower by facilitating price competition. c. When promotion fails to stimulate demand, the price of the promoted product decreases. d. Service stations with the highest prices always have highly visible price signs. e. Industry self-regulation has increased deceptive promotion.

B. Promotion helps keep prices lower by facilitating price competition

_____ is an activity or material that acts a *direct inducement*, offering *added value or incentive* for a product *to re-sellers*, salespeople*, or *consumers*. a. Personal selling b. Sales promotion c. Advertising d. Sponsorship e. Product demonstration

B. Sales Promotion *Sales promotion is an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers.*

Which of the following is a medium for *electronic word-of-mouth* communication? a. Radio advertisement b. Social network c. Television advertisement d. Electronic vending machine e. Marketing dashboard

B. Social Network *Electronic word of mouth is communicating about products through websites, blogs, e-mail, social networks, or online forums.*

_____ refers to an attempt to incite publicity and public excitement surrounding a product through a creative event a. Proximity marketing b. Public marketing c. Buzz marketing d. Reality marketing e. Relationship marketing

C. Buzz Marketing *Buzz marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event.*

Which of the following depicts the *flow of communication* along the marketing channel *with a pull promotional strategy*? a. Consumers-wholesalers b. Producer-retailers-consumers c. Producer-consumers d. Producer-wholesalers-retailers-consumers e. Consumers-wholesalers-retailers-producer

C. Producer-Consumers *A firm that uses a pull policy promotes directly to consumers to develop strong consumer demand for its products. It does so primarily through advertising and sales promotion. This policy is intended to pull the goods down through the channel by creating demand at the consumer level.*

Which of the following statements about word-of-mouth marketing is true? a. Word-of-mouth is the most powerful component of the promotion mix across industries. b. Word-of-mouth marketing cannot be influenced much because opinion leaders are hard to identify. c. Word-of-mount marketing is linked to new customer acquisition when there is customer involvement and satisfaction. d. Word-of-mouth is not likely to help much when it comes to marketing of sophisticated services such as medical and legal services. e. Word-of-mouth communication has been severely limited in scope, since more people use social media to interact, rather than rely on personal information exchanges.

C. Word-of-mouth marketing is linked to new customer acquisition when there is customer involvement and satisfaction *Research has identified a link between word-of-mouth communication and new-customer acquisition when there is customer involvement and satisfaction.*

Which of the following statements *is true* of promotion mixes with respect to the product life cycle? a. In the introduction stage, marketers focus on public relations for both business and consumer products. b. In the decline stage, the promotion strategy for consumer products focuses heavily on sales promotion and personal selling, rather than advertising. c. In the decline stage, marketers usually increase all promotional activities, especially advertising. d. In the growth and maturity stages, consumer products require heavy emphasis on advertising. e. In the growth and maturity stage, business products often call for a concentration of public relations and some advertising.

D. In the growth and maturity stages, consumer products require heavy emphasis on advertising * whereas business products often call for a concentration of personal selling and some sales promotion.*

The strategic location of products or product promotions within entertainment media content to reach the product's target market is known as? a. media marketing b. buzz marketing c. product line extension d. product placement e. brand positioning

D. Product Placement *A growing technique for reaching consumers is the selective placement of products within the context of television programs viewed by the target market. Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target markets.*

*Promoting a product* only to the next institution *down the marketing channel* is known as a? a. vertical channel marketing strategy b. pull policy c. co-marketing strategy d. push policy e. linear distribution strategy

D. Push Policy *With a push policy, a producer promotes the product only to the next institution down the marketing channel. In a marketing channel with wholesalers and retailers, the producer promotes to the wholesaler because, in this case, the wholesaler is the channel member just below the producer.*

Which of the following products *uses advertising* *rather* than *personal* selling? a. Real estate b. Home appliance c. Industrial machinery d. Soft drink e. Automobile

D. Soft drink *Personal selling is used extensively for consumer durables, such as home appliances, automobiles, and houses, whereas consumer convenience items are promoted mainly through advertising and sales promotion.*

In the typical communication process, a receiver is the individual, group, or organization that? a. encodes a message. b. decodes a coded message. c. uses some form on transmission media to communicate. d. adds noise to a communication channel. e. uses technical jargon when communicating.

Decodes a coded message *A receiver is the individual, group, or organization that decodes a coded message.*

Which of the following elements is usually a *major component* of a *promotion mix* for organizations *selling* to *industrial markets*? a. Sales promotion b. Advertising c. Public relations d. Sponsorship e. Personal selling

E. Personal Selling *Organizations selling to industrial markets and firms marketing products through only a few wholesalers frequently make personal selling the major component of their promotion mixes.*

Viral Marketing refers to? a. the concept of making a customer seek a firm rather than marketers seeking the customer. b. the marketing technique that involves providing customers samples of products and gathering their feedback on the product. c. the localized wireless distribution of advertising content associated with a particular place. d. the term used to describe marketing activity undertaken by more than one entity, jointly to promote and sell a concept, product, or service that benefits all stakeholders. e. the strategy of getting consumers to share a marketer's message in a way that spreads dramatically and quickly.

E. The strategy of getting consumers to share a marketer's message in a way that spreads dramatically and quickly *Viral marketing is a strategy to get consumers to share a marketer's message, often through e-mail or online video, in a way that spreads dramatically and quickly.*

_____ refers to the process of conversion of meaning by a source into a series of signs or symbols that represent ideas or concepts. a. Translating b. Encoding c. Compiling d. Assembling e. Informing

Encoding *To transmit meaning, a source must convert the meaning into a series of signs or symbols representing ideas or concepts. This is called the coding process, or encoding.*

Which of the following methods is used to stimulate primary demand for a product? a. Emphasizing brand names and their effectiveness in providing solutions b. Informing potential consumers about a product's features and uses c. Highlighting drawbacks in competitors' brands d. Demonstrating how a product has been improved over its previous versions e. Comparing a product favorably with competing products

Informing potential consumers about a product's features and uses *When an organization is the first to introduce an innovative product, it tries to stimulate primary demand—demand for a product category rather than for a specific brand of product—through pioneer promotion. Pioneer promotion informs potential customers about the product: what it is, what it does, how it can be used, and where it can be purchased*

Anything that reduces the clarity and accuracy of communication is called? a. disagreement b. dialog c. disharmony d. negative feedback e. noise

Noise *When the result of decoding differs from what was coded, noise exists. Noise is anything that reduces the clarity and accuracy of the communication; it has many sources and may affect any or all parts of the communication process.*

_____ refers to demand for a product category rather for a specific brand of product. a. Aggregate demand b. Notional demand c. Selective demand d. Derived demand e. Primary demand

Primary Demand *When an organization is the first to introduce an innovative product, it tries to stimulate primary demand—demand for a product category rather than for a specific brand of product.*

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

Send a consistent message to customers *Integrated marketing communications refer to the coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. A major goal of integrated marketing communications is to send a consistent message to customers*