BA 303 Exam 3 clicker questions & quiz questions
If Bella Thorne, star of the Freeform (owned by Disney) show Famous in Love, appears on Good Morning America (on ABC, which is also owned by Disney) to promote an upcoming album or other personal venture, the viewing audience is more likely to tune in to the next episode of Famous in Love, watch her old Disney show, Shake It Up, or even purchase some of her existing music (produced by Hollywood Records, another subsidiary of Disney). This illustrates the "desire" element of
"I want it"
An individual who uses his or her smartphone to play Candy Crush Saga is fulfilling which of the seven primary motivations for mobile app usage?
"me time"
If a sponsored link was delivered 100 times and 10 people clicked on it, then the number of impressions is 100, the number of clicks is 10, and the click-through-rate (CTR) would be
10 percent
Which of the following digital marketing outlets would fall under the category of a "thought-sharing site"?
American Express Open Forum
The IMC channel that has received the greatest increase in aggregate spending recently is ________, or marketing that communicates directly with target customers to generate a response or transaction.
Direct marketing
You are considering running a print add in a magazine called Working Mother that focuses on women balancing work and family priorities. Without explaining himself, your boss emails that he doesn't think this is a good choice. Which of the following is most likely to identify the cause of your boss's objection to Working Mother?
It has no specific focus on health and exercise.
You think the "Slice of Life" approach that features a working mother who struggles to balance work, exercise and children as a good approach for Bee!Which feature do you consider to be the primary strength of this approach?
It is the only approach that focuses on balancing health, family, and work.
How does a microblog differ from a personal blog?
Microblogs allow people to share their thoughts, opinions, and feelings with the entire world, while personal blogs are created by and usually for individuals.
A member of your team wants to run commercials for Bee! during a morning talk show. You are against this idea. You have compiled a list of reasons for not buying commercial time during the talk show.Which of the following does not belong on your list?
Morning talk show audiences are over 40 percent male.
A person who wishes to fulfill the need for "me time" would most likely download which of the following apps?
Netflix
In determining an advertising budget, someone in the finance department suggests that you use the affordable method of advertising budgeting that is based on the product's current profits.Should you take this suggestion and use the affordable method of advertising budgeting?
No, a new product cannot be expected to have enough profits at this point that support a high advertising budget.
Before being sold to Holden-Evan, Bee! had experienced a great deal of success in Denver and had a large market share in the local market. One of your assistants advises you to re-run the local ads that were being used in Denver just before Bee! was sold to Holden-Evan.Should you take your assistant's advice and re-run the Denver adds?
No, you want to introduce Bee! and the Denver ads were for an already established product.
The ________ method determines the budget required to undertake specific tasks to accomplish communication objectives.
Objective and task
Roni is concerned that she is not as experienced as the other salespeople at her company. She has been assigned a mentor who has been in the sales department of the company for ten years. How can Roni best get help from her mentor for her concerns about her own inexperience?
Roni can ask him what he wish he'd known when he first started out, and what the top things he'd tell a new salesperson are.
Roni is interviewing for a job in sales of a business-to-business application sold by subscription. During the interview, the interviewer asks her to tell him about a time she partnered with another person or group to achieve the other party's goal. Which example shouldRoni tell the interviewer?
Roni watched her track teammate run to analyze her gait so the teammate could choose and purchase the best shoes for her stride.
A customer walks into a ShipNow location with four boxes and a document envelope, all going to different destinations in different amounts of time with different security and notification needs. The salesperson's job is to:
Sell the customer the correct combination of shipping times and service for the customer's needs or build a rapport with the customer to make sure the customer understands the interaction
At her new job, Roni talks with a prospect who is strongly interested in the product, but does not have the budget to purchase a full year subscription. When Ronireports this to her manager, her manager says, "Turn it into a win-win!" What does the sales manager mean by this?
She wants Roni to work with the customer to sell a length of subscription the customer can afford.
What should the salesperson focus on to differentiate ShipNow's product from other shipping services?
The added value the salesperson creates by making the shipping process and service options easy for the customer
You are considering this message for the product: "Bee! — the woman's healthy choice to renew your energy." Which of the following most concerns you about adopting this message for the product?
The message focuses exclusively on women, possibly causing men to feel excluded.
In the ads described in the case related to the #MaxFootball campaign, the sender of the message is
The product manager for pepsi max
The sales director and consulting team discuss changing the entire sales model for the company by eliminating the sales representatives altogether and allowing customers to order on their own from the company website. What is the best argument against this plan?
The products are so complicated that customers need a sales representative to help them decide which products to buy.
Which of the following is not a major problem threatening this sales opportunity for Alta?
Vicki's call report lacks detail
Roni is carrying a full course load this semester, belongs to the Student Investment Club, is studying Mandarin Chinese, runs with the track team, and has been volunteering with an art therapy program to help homeless children process their emotions. Which of those activities will be of most help to her in a career in selling?
Volunteering is most important because it will develop her sense of empathy and her relationships skills to understand customers and their needs.
If Vicki Nguyen's call on June 4 to Bethany O'Meara was her first contact of any kind with Burtell, this was an example of
a cold call
You are looking into holding promotional events for Bee! that distribute balloons with the Bee! logo and free samples of the product.Which of the following would be the best choice as a location for a promotional event?
a community center that features a swimming pool and tennis
________ is a tool used to communicate the distinct attributes of a product; it can be used as a slogan or a theme and often becomes a snapshot of the entire advertising campaign.
a unique selling proposition
The case describes a feature of the Pepsi app allowing users to scan emojis to win prizes. This tactic aims to take consumers to which step of the AIDA model?
action
the bus stop adventure zones discussed in the case are an example of
advertising
A(n) _____ is a subsection of the firm's overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful.
advertising plan
Equal employment opportunity laws make it unlawful to discriminate against a person in hiring, promotion, or firing because of race, religion, nationality, sex, or
age
Which of the following does Dell use in its social media strategy?
all of the answers are correct
A Major League baseball team wants to reach out to fans in their stadium to offer them seat upgrades. Which technology would you suggest they use?
beacon
In a print advertisement, items used to identify the sponsor of the ad, such as the company logo or USP, are referred to as
brand elements
Which of André's skills is most clearly a driving force for the company?
building relationships
One advantage of using Facebook is that it gives Dell the ability to
carefully target different segments
Some customers of ShipNow ship so many packages regularly with the company that ShipNow develops special services and pricing for them. Before a salesperson sells a delivery service that is not listed in the normal retail services menu, the salesperson should:
check with the logistics department that it is possible for the company to perform this service at a profit
The sales director of a medium-sized company selling chemicals to the lumber industry has analyzed sales and found serious problems with sales representatives close rate relative to the number of prospects in the pipeline. The sales director commissioned a research company to come in and analyze the numbers in the CRM system and conduct interviews with prospects who became customers as well as with prospects who did not buy from the company. He also hires a sales training consultant with whom he has worked before to analyze the sales representatives and the training they receive.
choose the correct products to sell to the customer
The ________ step in the selling process is often stressful for salespeople, since one of the possible outcomes is that the salesperson goes away empty-handed.
closing the sale
Mandy is a sales representative at the Anderson Music Instrument Company. She receives compensation whereby payment is based on sales volume or profitability. This is referred to as
commission
Based on the recommendation of its advertising agency, Home Depot chose to advertise on HGTV. In this situation, HGTV represents which component of the communication process?
communication channel
Limitations of the ________ budgeting method include not allowing firms to exploit the unique opportunities or problems they confront in a market. If all competitors use this method to set communication budgets, their market shares will stay approximately the same over time.
competitive parity
Since her firm's sales have increased from 2.5 to 3 percent, Allison had determined she would set her share of communication expenses at 3 percent of sales, which is an example of the use of the ________ method.
competitive parity *
The training consultant feels that the sales representatives need to understand the entire market to put their customers' needs and buying motives in context. To understand the entire industry market, she recommends that the sales representatives learn more about:
competitor companies' products and pricing
Personal selling adds value in each of the following ways except by
consistently lowering prices below competitors
There are three elements in any integrated marketing communication strategy: the ________, the channels through which the message is communicated, and evaluation of the results of the communication.
consumer being targeted
Which of the following is not a metric used by digital marketers to analyze data collected from social media?
cookie tracking
Dell has several blogs. Its flagship blog is Direct2Dell, which is a _______ blog.
corporate
What type of blogs are central to their digital marketing efforts?
corporate blogs
When two or more firms join to reach a specific target market, it is referred to as
cross-promoting
To increase the sales representatives' product knowledge, the sales director arranges for each of them to rotate through the product development department for a month to understand the way the chemicals are developed. What is another department they should rotate through to gain more product knowledge that will help them configure the right mix of products for customers?
customer service, so that they can learn how the chemicals are implemented and used by the customer
In the communication process, ________ refers to the process by which the receiver interprets the sender's message.
decoding
The AIDA model represents a series of mental stages a consumer goes through and includes awareness, action, interest, and
desire
What is the third step involved in developing and implementing a digital marketing campaign?
develop the budget
Omaha Steaks sending email coupons for items that customers have purchased previously and mailing slick pictures of gourmet steaks and meal packages to addresses that have received orders in the past is an example of
direct marketing
A desirable personal trait of good salespeople is ________, where they care about their customers, their issues, and their problems.
empathy
By showing that he cares about his clients' interests, André demonstrates the importance of
empathy
When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch consumers' attention. The use of visuals in this manner represents the ________ component of the communication process.
encoding
In the 4E framework, Dell understands the importance of _______, which leads to action, the potential for a relationship, and possibly even loyalty and commitment.
engagement
The "Hate Thousand Miles" campaign invites consumers to sign up for the Spirit frequent flyer program and earn 8,000 miles in return for sharing what they hate about air travel. These activities are part of which stage of the 4E framework for social media?
engagement
If successful, marketers utilizing the first three Es of the 4E framework will have achieved the goal of _____ the customer.
engaging
In planning and executing its advertising campaign, what would MasterCard do next after determining how to convey the message?
evaluate and select media
Which of the following accurately depicts the activities included in the 4E framework for digital marketing?
excite, educate, experience, engage
The "Hate Thousand Miles" campaign seeks consumers' attention through the unusual approach of acknowledging and embracing the hate some people feel for Spirit and other airlines. This unique tactic is an example of which stage of the 4E framework for social media?
excitement
Red Letter Days encourages Facebook and Twitter followers to post pictures with their mother and tell why she deserves a day off and a chance to win a free lunch at a top London restaurant. In doing so, the restaurant is focusing on which aspect of the 4E framework?
exciting
In terms of the 4E framework, a company that utilizes a media-sharing site such as YouTube does so to help consumers
experience the company's goods or services
Being able to download a chapter of a new book before buying it, or trying out a software option for a month before purchasing, are examples of which aspect of the 4E framework?
experience the product or service
The ________ enforces truth in advertising laws and defines deceptive and unfair advertising practices.
federal trade commission
Jack determined one of the metrics he would use to gauge the level of exposure his marketing message had with his target market was the number of times the target was exposed to his message throughout the six weeks of the campaign, representing its
frequency
By networking, André is able to
generate leads
You are considering using a persuasive approach in your initial ad campaign for Bee! Which of the following should you try to persuade your customers to do?
give Bee! a try
In both the Priceless and Priceless Cities campaigns, MasterCard's first step was to
identify the target audience
Which of the following refers to the amount of information a customer feels comfortable providing?
information comfort zone
________ appeals help consumers make purchase decisions by offering factual information that encourages consumers to evaluate the brand favorably on the basis of the key benefits it provides.
informational
MasterCard's competitors were using ______ appeals by stressing the benefits of deals and discounts in its messages. In its Priceless campaign, MasterCard chose to use ______ appeals by focusing on desires such as love and happiness.
informational emotional
The XYZ Clothing Company wants to create and build brand awareness. It would use ________ advertising.
informative
The "Beef, It's What's for Dinner" campaign to encourage beef consumption is an example of ________ advertising.
institutional
Another way André ensures the longevity of his business relationships is by demonstrating
integrity
According to your text, which of the following is a reason why many people enjoy personal selling as a career?
it features variety
All of the following are aspects of advertising except
it is used to sell only products
Most important in dealing with ethical and legal issues between the customer and the salesperson is for sales managers to
lead by example
________ entails evaluating a list of prospective customers and assessing their potential to purchase a product.
lead qualification
Which of the following accurately depicts the three-stage online, social, and mobile media engagement process?
listen, analyze, do
One advantage for Dell in using blogs is ______ to customers while engaging in conversation that builds better relationships.
listenting
________ are salespeople who sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer.
manufacturer's reps
Which of the following is not a type of metric Dunkin' Donuts should use to measure the immediate success of an IMC campaign?
market share estimates
After Dunkin' Donuts has planned, budgeted, and implemented its IMC campaign, it must measure the success of the campaign using various
marketing metrics
As a means to reach large numbers of anonymous audience members, the NBC network is considered to be which of the following types of media?
mass media
Suppose that Spirit also invited passengers to share photos of air-travel nightmares on Instagram. What category of social media sites does Instagram fit into?
media-sharing
Spirit Airlines has a Twitter feed called Spirit Autopilot, managed by "robot" software to save money (compared to hiring someone to monitor the feed). Twitter is an example of a
microblog
Facebook's Ad Manager offers various metrics and reports, such as number of clicks on ads, audience demographics, and ad performance for specific time periods. This information would be used in which step of developing a digital marketing campaign?
monitor and change
If Katy Perry tweets a closeup of her eyelashes, lengthened using her favorite CoverGirl mascara, CoverGirl will have instantly reached all her millions of followers. This is an example of the
network effect
Dunkin' Donuts' National Donut Day campaign included artist-created digital invitations sent to influencers to post for their followers. Which channel of IMC strategy was the company using?
online marketing
A(n) _______ is a salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale.
order getter
Joe is a salesperson at the ABC Company. His primary responsibility is to process routine orders, reorders, or rebuys for products. Joe is considered a (an)
order taker
What salesperson duty is Vicki Nguyen performing in the scenario described in the case?
order-getter
Traditionally, advertising has been ________ and ________.
passive offline
From the consumer's perspective, the elements of an IMC strategy can be viewed as being either
passive or interactive
Which of the following refers to the two-way flow of communication between a buyer or buyers and a seller that is designed to influence the buyer's purchase decision?
personal selling
When a product has gained a certain level of brand awareness, firms use _____ advertising to motivate consumers to take action.
persuasive
Managers and sales experts have identified all of the following personal traits as most important when recruiting salespeople except
pessimism
A member of your team thinks that you need to focus on getting people to switch to Bee! Which strategy would be most effective in getting people to switch to Bee!?
point out the strengths of Bee!
After the salesperson has learned about the customer during the qualification stage, in the ________ step additional research is conducted and plans are made for meeting with the customer.
pre approach
A coupon for free milk on a box of Cheerios is a _________ offer.
premium
An example of ________ is when America's Got Talent judges are seen drinking Dunkin' Donuts coffee.
product placement
As of the July 15 conference call with Burtell, at what stage of the B2B buying process is Burtell?
proposal analysis and supplier section
When UPS decides to add to its fleet of planes, Boeing's sales team can address technical aspects of its new aircraft as well as assist in the economic justification for the purchase. In this way, Boeing adds value most directly by
providing information and advice
An activity that supports other promotional efforts by generating "free" media attention and general goodwill is referred to as
public relations
To support the other promotional efforts, firms use ________ to generate free media attention.
public relations
The "Indoor Tanning Is Out" campaign is designed to raise awareness of the increased risk of melanoma, the deadliest form of skin cancer, and decrease usage of tanning salons. This is an example of a(n) ________ advertisement.
public service
The slogans "Coolest Video Game" and "World's Best Hamburgers" are examples of ________, which is the legal exaggeration of praise, stopping just short of deception, lavished on a product.
puffery
IKEA advertises throughout the year, but significantly increases its advertising during the back-to-school time frame, thus implementing a ________ advertising schedule.
pulsing
When introducing new products, Quaker Oats uses a(n) ________ strategy by offering retailers discounts on the products along with point-of-purchase displays to motivate them to highlight the product.
push
Which of the following is not an example of IMC strategy?
reduce the introductory price of new donuts
The sales philosophy and process that emphasizes a commitment to maintaining customer relationships over the long term and investing in opportunities that are mutually beneficial to all parties is known as _______ selling.
relationship
As a product in the maturity stage of its life cycle, chewing gum brands would most likely require the use of ________ advertising to prompt purchases.
reminder
The planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force is known as
sales management
Although reservations on the part of the buyer can arise during each stage of the selling process, they are very likely to occur during the
sales presentation
As of the July 15 conference call with Burtell, at what stage of the personal selling process was Vicki Nguyen?
sales presentation and overcoming reservations
The emoji-scanning portion of the campaign, as described in the case, is an example of
sales promotions
When Dunkin' Donuts participates in National Donut Day by giving away a free classic donut, it is using which channel of IMC strategy?
sales promotions
When Best Buy customers experience computer problems, the company offers its Geek Squad for door-to-door service as well as in-store assistance. The Geek Squad fulfills the role of
sales support personnel
Jose's company recently launched a campaign to promote a new product. It is Jose's job to monitor customer feedback from various social media sources to see whether or not the new product is garnering favorable reviews. The technique for measuring this type of data is called ______ analysis.
sentiment
Dell analyzes data from social media to collect consumer comments about its products and company. Dell can then further analyze the data to distill customer attitudes and preferences. This technique is called
sentiment analysis
Marketers analyze comments posted by consumers on sites such as Facebook, Twitter, and online blogs to assess the favorability or unfavorability about a company and its products in a process known as
sentiment analysis
Spirit analyzes customers' posts in the "Hate Thousand Miles" campaign, categorizing posts according to the airline and issue being discussed. This is an example of
sentiment analysis
According to your text, sales promotions such as free samples and point-of-purchase displays are designed to build
short-term sales
Customers can use the Internet to share their opinions about products and services via YouTube, Facebook, and Twitter. In doing so, they can help facilitate the consumer decision process through use of
social media
In China, the app Weixin allows users to send videos, photos, messages, web links, status updates, and news. This app meets people's need to
socialize
A form of sales promotion that offers prizes based on a chance drawing of entrants' names is referred to as a
sweepstakes
As a Brand Manager for a for Holden-Evan, a global consumer products company it is your task to develop the brand of Bee!, a newly acquired energy drink. You main task is to create an advertising campaign for the product that successfully competes against established major players in the market. A key difference between Bee! and other energy drinks is Bee!'s appeal to women. Which of the following is the most important thing to communicate for your first Bee! ad?
that Bee! is healthy
In the ads described in the case related to the #MaxFootball campaign, the transmitter of the message is
the ad agency or department that created the ads
Although the salespeople at ShipNow are in contact almost exclusively with the customers who ship packages, who are the other primary customers of ShipNow?
the companies and individuals that receive the packages
Which of the following statements regarding the development and implementation of a digital marketing campaign is true?
the images and messages used in a digital marketing campaign need to be updated almost constantly
The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as
the lagged effect
ShipNow requires every new store salesperson to ride along on deliveries with drivers for two weeks before beginning the sales course necessary to be able to have contact with customers. What might be the purpose of the ride-alongs?
to give the salesperson in-depth knowledge of the delivery process
Assessing the effectiveness of an advertising campaign while it is running by monitoring key indicators is referred to as
tracking
Home Depot hired an advertising agency to develop television ads for its grand opening in southern Maine. The advertising agency represents which of the following components of the communication process?
transmitter
As the interviews with prospects who did not buy from the company are analyzed, it becomes apparent that prospects felt that the sales representatives did not know about the full line of products they carried or understand their uses. The prospects did not buy, as they felt they could not:
trust the sales reps to sell them the correct products
André includes "listening well" among his list of attributes important to selling, demonstrating the significance of
understanding the customer
The tagline "There are some things money can't buy. For everything else, there's MasterCard" represents MasterCard's
unique selling proposition
Through social media connections, marketers and customers share information by
uploading pictures, music, and videos
