Mrktquiz07/14 multi only

Which of the following advertising budgeting methods is based on the advertising spending actions of competitors? a.) Competitive parity b.) Affordability c.) Gross rating point d.) Percentage of sales

a.) Competitive parity (easy)

Which of the following styles of advertising shows the product in use and focuses on its performance? a.) Demonstration advertising b.) One-sided appeal advertising c.) Comparative advertising d.) Primacy advertising

a.) Demonstration advertising (moderate)

The cost of all of the following salespeople is frequently almost completely variable EXCEPT: a.) For a company's own sales force b.) For agents c.) For representatives d.) For brokers

a.) For a company's own sales force (moderate

All of the following are mentioned in the text as factors that differentiate services from products EXCEPT: a.) Validity b.) Perishability c.) Divisibility d.) Acquisition

a.) Validity (moderate)

In a _______________ process, senior sales managers partition overall revenue objective among sales regions. a.) top-down b.) horizontal c.) bottom-up d.) virtual

a.) top-down (moderate)

Which of the following is NOT mentioned in the text as a key task of sales management? a.) Achieve sales objectives. b.) Develop new product offerings. c.) Determine and allocate sales force effort. d.) Design the sales organization.

b.) Develop new product offerings. (difficult)

Which of the following is NOT a main type of sales promotion? a.) Consumer promotion b.) Trade promotion c.) Corporate promotion d.) Retail promotion

c.) Corporate promotion (moderate

Critical issues in choosing the actual media vehicles include all of the following EXCEPT: a.) Audience type b.) Audience size c.) Cost to design the ad d.) Nature of the vehicle

c.) Cost to design the ad (moderate)

Which of the following is NOT mentioned in the text as a supplementary element that supports a firm's core product or service? a.) Information b.) Consultation c.) Culture d.) Order-taking

c.) Culture (moderate)

All of the following are mentioned in the text as steps used in sales training programs EXCEPT: a.) Call objectives b.) Need elicitation c.) Determining breakeven points d.) Handling objections

c.) Determining breakeven points (moderate)

Which of the following is NOT mentioned in the text as a lower-cost method to address customers whose revenues and profits do not justify face-to-face selling effort? a.) Develop new communications strategy. b.) Hand off to third parties. c.) Develop new product offerings. d.) Fire customers.

c.) Develop new product offerings. (moderate)

Concerning the strategic dimension of advertising, which of the following types of objectives include awareness, knowledge, liking, trial, repeat purchase, and purchase satisfaction? a.) Output objectives b.) Input objectives c.) Intermediary objectives d.) Direct objectives

c.) Intermediary objectives (difficult)

Firms offering service guarantees are likely to improve quality since they tend to do all of the following EXCEPT: a.) Focus on the customer's definition of good service. b.) Generate reliable data of where performance is poor. c.) Set vague performance standards that typically boost employee performance and morale. d.) Examine the entire service delivery system for failure points.

c.) Set vague performance standards that typically boost employee performance and morale. (difficult)

Accepting applications, orders, and reservations is the supplementary service element referred to as _______________. a.) information b.) consultation c.) order-taking d.) hospitality

c.) order-taking (moderate)

The measure widely used for print advertising in which subjects are taken through the publication and asked which advertisements they are familiar with is called _______________. a.) unaided recall b.) aided recall c.) recognition d.) point of awareness

c.) recognition (moderate)

Which of the following advertising budgeting methods is set as a percentage of the firm's current sales, anticipated next year's sales, or some combination of the two? a.) Competitive parity b.) Affordability c.) Gross rating point d.) Percentage of sales

d.) Percentage of sales

Which of the following is NOT mentioned in the text as a major criterion relevant in a firm's decision to outsource the selling process? a.) Control b.) Cost c.) Modification d.) Stereotyping

d.) Stereotyping (moderate)

Which of the following is NOT a factor that makes services significantly different from products? a.) Intangibility b.) Inseparability c.) Variability d.) Technology

d.) Technology (moderate)

________________ measure customer responses over time, using either a customer panel or randomly selected respondents. a.) Perceptual maps b.) Factor analysis c.) Regression analysis d.) Tracking studies

d.) Tracking studies (moderate

An example of a _____________ is hiring a salesperson who eventually fails. a.) Type IV error b.) Type III error c.) Type II error d.) Type I error

d.) Type I error (moderate)

All of the following are mentioned in the text as distinct execution styles and ways of structuring communication EXCEPT: a.) Humor advertising b.) Comparative advertising c.) Absolute advertising d.) Celebrity endorsement advertising

c.) Absolute advertising (moderate)

All of the following represent alternative measures of sales performance EXCEPT: a.) Customer retention b.) Close rate c.) Calendarizing d.) Customer satisfaction

c.) Calendarizing (moderate)

In a _______________ process, the district manager asks each salesperson to commit to certain sales levels by product and segment. a.) top-down b.) horizontal c.) bottom-up d.) virtual

c.) bottom-up (moderate)

. Typically, the most common way the sales force deals with overall sales objectives is to break them down into _______________ like sales regions, sales districts, and individual sales territories. a.) input objectives b.) strategic units c.) control units d.) output objectives

c.) control units (moderate)

According to the text, ________________ is provision of caring, individualized attention to customers. a.) responsiveness b.) assurance c.) empathy d.) reliability

c.) empathy (moderate)

Concerning the strategic dimension of advertising, objectives that relate to the hierarchy-of-effects model are called _______________. a.) output objectives b.) input objectives c.) intermediary objectives d.) direct objectives

c.) intermediary objectives

A _____________ is any act or performance that one party can offer another that is essentially intangible and does not result in the ownership of anything. a.) product b.) price c.) service d.) promotion

c.) service (easy)

According to the text, in developed countries, _______________ now accounts for upward of 70 percent of both employment and GDP. a.) manufacturing b.) agriculture c.) services d.) coal mining

c.) services (moderate)

Which of the following best describes the 80/20 rule? a.) 80 percent of the firm's cost comes from 20 percent of its revenues. b.) 80 percent of the firm's revenues comes from 20 percent of its costs, c.) 80 percent of the firm's cost comes from 20 percent of its customers. d.) 80 percent of the firm's revenues comes from 20 percent of its customers.

d.) 80 percent of the firm's revenues comes from 20 percent of its customers. (difficult)

Ensuring that those salespeople hired acquire the necessary knowledge, skills, and abilities to make them effective is referred to as _______________. a.) recruitment b.) selection c.) proofing d.) training

d.) training (moderate)

________________ allows the firm to monitor performance on a continuous basis and sets the stage for making course corrections if performance deviates from the objectives. a.) Calendarizing b.) Consolidating c.) Forecasting d.) Satisficing

a.) Calendarizing (moderate)

. Which of the following represent the two methods for approaching the sales force sizing decision? a.) Experimental and analytic b.) Systematic and analytic c.) Experimental and intuitive d.) Standardized and analytic

a.) Experimental and analytic (moderate)

________________ develop plans for multinational accounts and manage the global account teams that implement their strategies. a.) Global account managers b.) Strategic account managers c.) Sales representatives d.) Sales managers

a.) Global account managers (moderate)

All of the following are mentioned in the text as factors that have led to growth in private-sector services in recent years EXCEPT: a.) Insourcing b.) Deregulation c.) Franchising d.) Globalization

a.) Insourcing (moderate)

Concerning the strategic dimension of advertising, which of the following objectives includes dimensions such as sales, market share, and brand loyalty? a.) Output objectives b.) Input objectives c.) Intermediary objectives d.) Direct objectives

a.) Output objectives (difficult)

_______________ is concerned with long-term image-building via a myriad of activities, like corporate publications, senior executive speeches, and financial support of worthy causes. a.) Public relations b.) Publicity c.) Advertising d.) Sales promotion

a.) Public relations (moderate)

Which of the following is NOT one of the main styles of emotional advertising? a.) Refutational advertising b.) Emotional advertising c.) Humor-based advertising d.) Fear-based advertising

a.) Refutational advertising (moderate)

________________ is a special case of two-sided advertising that explicitly mentions competitors' claims, but then directly disproves them. a.) Refutational advertising b.) Emotional advertising c.) Humor-based advertising d.) Fear-based advertising

a.) Refutational advertising (moderate)

_______________ is maintaining high performing salespeople in the sales force. a.) Retaining b.) Recruitment c.) Selection d.) Proofing

a.) Retaining (moderate)

_______________ is a complex blend of communications techniques providing extra value to customers, most often for trial to stimulate immediate sales. a.) Sales promotion b.) Publicity c.) Advertising d.) Public relations

a.) Sales promotion (moderate)

Which of the following is NOT an advertising effectiveness measure used for both field and laboratory advertising tests? a.) Satisfaction b.) Recognition c.) Unaided recall d.) Aided recall

a.) Satisfaction (moderate)

_______________ is the type of measure used widely for broadcast advertisements in which respondents are asked what advertisements they remember seeing during a particular program. a.) Unaided recall b.) Aided recall c.) Recognition d.) Point of awareness

a.) Unaided recall (moderate)

According to the text, conditions under which service guarantees have maximum impact include all of the following EXCEPT: a.) When the price of the service is low b.) When the customer's ego is involved c.) When the customer has little experience with the service d.) When the negative consequences of failure are high

a.) When the price of the service is low

The ________________ advertising budgeting method assumes that the firm and its competitors have similar objectives, that rivals have themselves made good budgeting decisions, and that different campaigns are equivalently effective. a.) competitive parity b.) affordability c.) gross rating point d.) percentage of sales

a.) competitive parity (moderate)

According to the text, a regular periodic pattern of advertising is referred to as _______________ advertising. a.) continuous b.) flighting c.) pulsing d.) gross rating point

a.) continuous

According to the text, pulsing is a combination of _______________ and _______________ advertising. a.) continuous and flighting b.) pulsing and gross rating point c.) reach and pulsing d.) reach and gross rating point

a.) continuous and flighting (moderate)

According to the text, data provided in response to customers' questions and in anticipation of their needs is the supplementary service element referred to as ________________. a.) information b.) consultation c.) order-taking d.) hospitality

a.) information (moderate)

Service facilities can be conceptualized as comprising both a(n)_____________ and a(n)_____________. a.) interior and exterior b.) strong and weak c.) high and low d.) expensive and inexpensive

a.) interior and exterior (difficult)

When an audience is less interested in a product, or has an unfavorable prior impression, _______________ advertising is generally more effective in gaining attention or minimizing objections. a.) primacy advertising b.) recency advertising c.) refutational advertising d.) fear-based advertising

a.) primacy advertising (moderate)

According to the text, _______________ is the number of targeted individuals exposed to the advertising at least once during the planning period. a.) reach b.) frequency c.) gross rating point d.) range

a.) reach (easy)

Sizing and defining the pool from which salespeople will be selected is referred to as ________________. a.) recruitment b.) selection c.) proofing d.) training

a.) recruitment (moderate)

According to the text, _______________ is the willingness to help customers and provide prompt service. a.) responsiveness b.) assurance c.) empathy d.) reliability

a.) responsiveness (moderate)

Compensation paid regardless of sales performance is referred to as _______________. a.) salary b.) commission c.) gainshare d.) bonus

a.) salary

Sales objectives turned into specific performance requirements are called _______________. a.) sales quotas b.) sales forecasts c.) commissions d.) rebates

a.) sales quotas (moderate)

Which of the following describes the type of measure widely used for broadcast advertisements in which respondents are asked if they remember seeing an advertisement for a particular brand during a particular program? a.) Unaided recall b.) Aided recall c.) Recognition d.) Point of awareness

b.) Aided recall (moderate)

In which of the following types of advertising does the advertiser make a direct comparison with a competitor's product? a.) Humor advertising b.) Comparative advertising c.) Absolute advertising d.) Virtual advertising

b.) Comparative advertising (moderate)

The Pepsi Challenge" is an example of which of the following types of advertising? a.) Humor advertising b.) Comparative advertising c.) Absolute advertising d.) Virtual advertising

b.) Comparative advertising (moderate)

_______________ is the supplementary service element that refers to dialogue probing customer requirements and developing a tailored solution for the customer. a.) Information b.) Consultation c.) Order-taking d.) Hospitality

b.) Consultation (moderate)

Which of the following trade-offs is NOT mentioned in the text as a requirement for considering the decision to hire a qualified salesperson? a.) Time b.) Demographic c.) Tolerance for failure d.) Company philosophy

b.) Demographic

All of the following are mentioned in the text as critical issues that should be considered when designing the sales organization EXCEPT: a.) Whether or not the selling effort should be conducted by firm employees or outsourced to another organization b.) Determining how a competitor-based sales force should be organized c.) Determining how an employee-based sales force should be organized d.) Determining how the entire firm/customer organizational interface should be managed

b.) Determining how a competitor-based sales force should be organized (difficult)

Which of the following is NOT a group the company typically works with in an advertising agency? a.) Account managers b.) Finance department c.) Creative department d.) Media department

b.) Finance department

_______________ refers to repeated high levels of advertising followed by low, or no, advertising. a.) Continuous b.) Flighting c.) Pulsing d.) Gross rating point

b.) Flighting (moderate)

Which of the following describes the average number of times a targeted individual is exposed to the advertising? a.) Reach b.) Frequency c.) Gross rating point d.) Range

b.) Frequency

Which of the following is NOT mentioned in the text as a "new way" to approaching integrating marketing communications? a.) One-to-one communication b.) Passive audience c.) Long-term brand equity d.) Direct response methods

b.) Passive audience (moderate)

Public relations embraces all of the following aspects of a business EXCEPT: a.) Corporate reputation b.) Profitability c.) Crisis management d.) Government relations

b.) Profitability (moderate)

Which of the following is the correct formula for calculating Gross Rating Points? a.) Reach/Frequency b.) Reach x Frequency c.) Reach + Frequency d.) Frequency/Reach

b.) Reach x Frequency (moderate)

According to the text, which tier of customers provides the higher levels of sales and profits and are considered strategic or key accounts due to the high percentage of revenues and profits they represent today and/or tomorrow? a.) Tier II customers b.) Tier I customers c.) Tier III customers d.) Tier IV customers

b.) Tier I customers (moderate)

________________ is a natural consequence of significant human involvement in many service delivery systems. a.) Validity b.) Variability c.) Compatibility d.) Flexibility

b.) Variability (moderate)

. The _______________ method to sales force sizing uses the following three steps: (1) estimate the total number of selling hours required to achieve sales objectives, (2) calculate the number of available selling hours per salesperson, and (3) calculate the required sales force size. a.) experimental b.) analytic c.) judgmental d.) standardized

b.) analytic

Knowledge and courtesy of employees and ability to convey trust and confidence is the key variable referred to as _______________. a.) responsiveness b.) assurance c.) empathy d.) reliability

b.) assurance (moderate)

According to the text, _______________ is variable compensation based on sales or profits. a.) salary b.) commission c.) gainshare d.) bonus

b.) commission (moderate)

when a salesperson has total responsibility in a specific geographic area, the sales force organizational form is referred to as _______________. a.) product form b.) geographic form c.) market-segment form d.) key account form

b.) geographic form (moderate)

According to the text, _______________ products are those for which the buyer believes there is financial or psycho-social risk associated with the purchase a.) low-involvement b.) high-involvement c.) convenience d.) simple

b.) high-involvement (moderate)

A(n) _____________ is a specific entity in a media class. a.) gross rating point b.) media vehicle c.) pulsing d.) flighting

b.) media vehicle

While simple to implement, the _______________ advertising budgeting method suffers from the logical inconsistency that sales determines advertising spending, rather than advertising leading to sales. a.) competitive parity b.) percentage of sales c.) affordability d.) gross rating point

b.) percentage of sales

In general, _______________ focuses on securing neutral or favorable short-term press coverage for some aspect of the firm's activities. a.) public relations b.) publicity c.) advertising d.) sales promotion

b.) publicity

According to the text, _______________ is using a set of criteria to choose salespeople from the recruitment pool. a.) recruitment b.) selection c.) proofing d.) training

b.) selection (moderate)

According to the text, _______________ is the physical goods typically required to provide services. a.) service facilities b.) service equipment c.) service software d.) service personnel

b.) service equipment (moderate)

The major method of dealing with service _______________ is appropriate attention to employee selection and training. a.) validity b.) variability c.) compatibility d.) flexibility

b.) variability

Specialized selling effort can be constructed in all of the following ways EXCEPT: a.) By product b.) By distribution channel member c.) By competitor d.) By market segment

c.) By competitor

To select the appropriate media, the firm must answer questions in all of the following areas EXCEPT: a.) Media objectives b.) Types of media c.) Competitor media d.) Media schedule

c.) Competitor media (moderate)

All of the following are mentioned in the text as questions that salespeople should be able to answer affirmatively before the reward system will motivate the required behavior and results EXCEPT: a.) Do I believe that I can achieve my objectives? b.) Do I value the promised rewards contingent on my achieving these objectives? c.) Is the reward system legal? d.) Do I believe that I will receive these rewards if I achieve my objectives?

c.) Is the reward system legal?

To secure the right people, sales managers must work with all of the following important variables EXCEPT: a.) Recruitment b.) Selection c.) Proofing d.) Training

c.) Proofing (moderate)

________________ is an advertising approach that appeals to people's sense of logic. a.) Emotional advertising. b.) Humor-based advertising. c.) Rational advertising. d.) Fear-based advertising

c.) Rational advertising.

Which of the following is NOT a tangible element of a service used by customers to anticipate the experience and form their expectations? a.) Service facilities b.) Service equipment c.) Service software d.) Service personnel

c.) Service software (moderate)

________________ develop and execute plans to optimize the firm's business and direct teams that may include local sales and customer service and personnel from brand management, finance, HR, logistics, market research, operations, product classes, and trade marketing. a.) Global account managers b.) Sales representatives c.) Strategic account managers d.) Sales managers

c.) Strategic account managers (moderate)

An example of a _____________ is not hiring a salesperson who would have succeeded had he or she been hired. a.) Type IV error b.) Type III error c.) Type II error d.) Type I error

c.) Type II error (moderate)

According to the text, deregulation has led to easier market entry in all of the following industries EXCEPT: a.) Financial services. b.) Transportation. c.) Telecommunications. d.) Automobile manufacturing

d.) Automobile manufacturing (moderate)

Which of the following describes compensation based on attaining a level of sales or profits? a.) Salary b.) Commission c.) Gainshare d.) Bonus

d.) Bonus (moderate)

All of the following are practical problems with the percentage of sales method for setting the advertising budget EXCEPT: a.) Using last year's sales b.) Using anticipated sales c.) Seduction d.) Competitive parity

d.) Competitive parity (moderate)

Which of the following is NOT mentioned in the text as a related decision that concerns the assessment and allocation of the selling effort? a.) Sales force size b.) Sales force activity focus c.) Selling effort allocation d.) Competitor focus

d.) Competitor focus (moderate)

Advertising creates product awareness that leads the customer through all of the following critical sequential stages EXCEPT: a.) Knowledge b.) Liking c.) Trial d.) Cultural

d.) Cultural (moderate

Different salespeople are responsible for the firm's most important customers in which of the following sales force organizational forms? a.) Product form b.) Geographic form c.) Market segment form d.) Key account form

d.) Key account form (moderate)

. For which of the following approaches to sales force sizing does the firm classify accounts on multiple dimensions? a.) Experimental b.) Analytic c.) Judgmental d.) Portfolio model

d.) Portfolio model (moderate)

All of the following are mentioned in the text as distinct steps necessary to translate the generalized market segment offer into the specific message delivered by individual salespersons to individual customers EXCEPT: a.) Salespeople and sales managers must analyze the specific customer needs and competitive threats at their accounts. b.) Salespeople must translate the core strategy statements into specific benefits for their accounts. c.) Salespeople must be prepared to answer objections and sell against strong competition. d.) Salespeople must be willing to make unethical decisions to compete against strong competition.

d.) Salespeople must be willing to make unethical decisions to compete against strong competition. (difficult)

Which of the following is not one of the key variables that influence perceived service quality according to SERVQUAL? a.) Responsiveness b.) Assurance c.) Empathy d.) Self-efficacy

d.) Self-efficacy

The ability to perform the promised service dependably and accurately is the key variable referred to as _______________. a.) responsiveness b.) assurance c.) empathy d.) reliability

d.) reliability (moderate)

Simply defined, _______________ is/are the firm's desired results and the sales force's central task. a.) the company's vision b.) the company's mission c.) strategic plans d.) sales objectives

d.) sales objectives (moderate)

Which of the following is NOT an advantage of using direct marketing? a.) flexibility b.) predictability c.) better customer knowledge d.) standardization

d.) standardization (moderate)

Appearance of physical facilities, equipment, personnel, and communication materials is the key variable referred to as _______________. a.) assurance b.) empathy c.) reliability d.) tangibles

d.) tangibles (moderate)