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37) In-store demonstrations, displays, contests, and visiting celebrities are examples of ________. A) franchises B) sales promotions C) agent promotions D) broker promotions E) product life-cycling

39) Why do stores cluster together? A) to decrease competition B) to increase their customer pulling power C) to take advantage of franchise agreements D) to create retailer cooperatives E) to standardize the service mix

40) A message showing a product's quality, economy, value, or performance is called a(n) ________ appeal. A) structural B) rational C) emotional D) moral E) standard

41) What is the first element that a reader notices in a print ad? A) copy B) illustration C) headline D) slogan E) color

42) An amateur 30-second video telling the story of online crafts marketplace Etsy.com exemplifies which growing trend in advertising? A) YouTube webisodes B) consumer-generated messages C) crowdsourcing campaigns D) consumer-driven promotions E) competitive consumer messages

45) Today's trend in retail clusters is toward ________, huge unenclosed shopping centers consisting of a long strip of retail stores, including at least one large, freestanding anchor store like Walmart. Each store has its own entrance with parking directly in front for shoppers who wish to visit only one store. A) shopping malls B) power centers C) superstores D) chain stores E) regional shopping centers

46) A ________ is a smaller mall with upscale stores, convenient locations, and an expensive atmosphere. It is typically located near affluent residential neighborhoods. A) regional shopping center B) lifestyle center C) community shopping center D) franchise E) power center

49) For many years, ________ dominated the media mix used by national advertisers. A) radio and television B) television and magazines C) direct mail and billboards D) radio and digital media E) newspapers and direct mail

5) Competitive parity and objective-and-task are two options for ________ made when developing an advertising program. A) sales objectives B) budget decisions C) message decisions D) media decisions E) advertising evaluations

5) Which of the following is NOT a major category in a company's promotion mix? A) sales promotion B) strategic positioning C) direct marketing D) public relations E) advertising

52) Mail-order, phone, and online shopping are all examples of ________. A) shopper marketing B) nonstore retailing C) off-price retailing D) full-service retailing E) wholesaling

54) Retail convergence is a merging of all of the following EXCEPT ________. A) consumers B) employees C) products D) prices E) retailers

54) To ________, a marketer can ask target audience members whether they remember the message, how many times they saw it, and what points they remember. A) select a message source B) collect feedback C) select a message channel D) plan a media purchase E) design a marketing appeal

56) Companies use all of the following methods to set their advertising budget EXCEPT the ________. A) objective-and-task method B) integrated method C) competitive-parity method D) percentage-of-sales method E) affordable method

6) Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet? A) sales promotion B) direct marketing C) publicity D) public relations E) advertising

11) Moving away from ________, marketers have been shifting toward highly focused marketing, spawning a new generation of more specialized and highly targeted communications efforts. A) mass marketing B) advertising C) direct marketing D) pull strategies E) push strategies

13) Which type of small store carries a limited line of high-turnover convenience goods and makes most of its revenues from cigarette, beverage, and gasoline sales? A) convenience B) chain C) department D) supermarket E) hypermarket

15) After determining its advertising objectives, the company's next step in developing an advertising program is to ________. A) set its advertising budget B) determine the media vehicle C) use cash rebate offers D) plan its advertising campaign E) develop its message strategy

15) Which type of store carries a deep assortment, has knowledgeable staff, and might actually be viewed as a giant specialty store? A) category killer B) chain C) factory outlet D) shopping center E) independent

16) Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do. A) don't distinguish between message sources B) are able to differentiate among messages sources C) don't care about buzz marketing D) are not able to block out messages E) block them all out

17) More companies are adopting the concept of ________, which carefully integrates and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. A) integrated marketing communications B) integrated personal selling C) integrated competitive methods D) nonpersonal communication channels E) buzz marketing

17) Which of the following may require heavy advertising in order to be set apart from similar products? A) undifferentiated brands B) specialty brands C) international brands D) mature brands E) high-share brands

18) Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________. A) communications channels that should be integrated under the concept of integrated marketing communications B) communications channels focused more on narrowcasting than broadcasting C) promotional tools used for push strategies but not pull strategies D) promotional tools used for pull strategies but not push strategies E) promotional tools adapted for use in mass marketing

20) Which of the following is an element of developing an advertising strategy? A) selecting advertising media B) using sophisticated statistical models C) setting advertising objectives D) evaluating advertising campaigns E) setting the advertising budget

20) ________ have filled the ultralow-priced, high-volume gap by buying at less-than-regular wholesale prices and charging consumers less than retail. A) Off-price retailers B) Discount stores C) Convenience stores D) Chain stores E) Limited-service retailers

21) Integrated marketing communications produces better communications ________ and greater ________ impact. A) consistency; sales B) sales; consistency C) marketing; competitive D) variety; production E) branding; quality

24) Which of the following represents the merge between advertising and entertainment? A) Madison & Vine B) Wall St. & Fifth Ave C) buzz marketing D) podcasting E) webisodes

24) ________ operate in warehouse-like facilities, sell a limited selection of items, and offer few frills. Customers pay annual membership fees and are able to purchase goods at deep discounts. A) Warehouse clubs B) Independent off-price retailers C) Factory outlets D) Discount stores E) Superstores

25) ________ are two or more outlets that are commonly owned and controlled. A) Chain stores B) Convenience stores C) Off-price retailers D) Independent off-price retailers E) Power centers

26) Product placement in television programs and movies is an example of ________. A) branded entertainment B) advertainment C) direct marketing D) message execution E) sales promotion

27) In the communication process, the reaction of the receiver after being exposed to a message is called the ________. A) response B) answer C) noise D) feedback E) decoding

29) A consumer is reading a magazine with an advertisement, but is distracted from reading the advertisement or its key points. This unplanned static or distortion during the communication process is called ________. A) noise B) distraction C) feedback D) response E) decoding

31) After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way. A) creative concept B) customer strategy C) customer benefit D) execution style E) media vehicle

34) Costco's surprise offerings of seconds, overstocks, and closeoutsoccasionally including diamondsis an example of how a retailer can differentiate itself through ________. A) product assortment B) services mix C) experiential retailing D) store atmosphere E) high-low pricing

38) Press conferences, speeches, store openings, special events, newsletters, magazines, and public service activities are examples of ways retailers use ________. A) public relations B) sales promotions C) personal selling D) the wheel-of-retailing concept E) retail convergence

38) Which execution style presents survey evidence that a brand is better than other brands? A) scientific evidence B) testimonial evidence C) endorsement D) technical expertise E) slice of life

42) Though a popular appeal, when used poorly ________ can detract from comprehension, quickly wear out its welcome, overshadow the product, or even irritate consumers. A) humor B) nonpersonal communication C) direct marketing D) integrated marketing E) noise

43) A ________ contains between 15 and 40 retail stores, including a department or variety store, a supermarket, specialty stores, professional offices, and sometimes a bank. A) community shopping center B) neighborhood shopping center C) strip mall D) regional shopping center E) power center

43) Moral appeals are directed to the audience's sense of what is "right" and ________. A) proper B) affordable C) traditional D) positive E) emotional

44) The communicator must decide how to handle message structure issues. One issue is whether to ________ or not. A) draw a conclusion B) make a moral appeal C) use the pull strategy D) use the push strategy E) avoid competitors

45) A(n) ________ argument is only likely to be effective when the audience is highly educated or likely to hear opposing claims or when the communicator has a negative association to overcome. A) two-sided B) one-sided C) moral D) emotional E) scientific

45) ________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. A) Reach B) Qualitative value C) Format D) Premium E) Frequency

47) In response to a(n) ________, many retailers have cut costs, used price promotions, and added new value pitches to their positioning. A) down economy B) up economy C) dot-com meltdown D) dot-com boom E) shift in retail technology

50) Cell phones are one type of ________. A) digital media B) consumer-generated media C) outdoor media D) indirect media E) traditional media

51) The Internet, direct mail, magazines, and radio all offer advertisers which of the following advantages? A) audience selectivity B) low costs C) timeliness D) flexibility E) credibility

53) Which of the following statements about magazines as an advertising medium is true? A) Magazines have long lead times and deadlines that can reduce flexibility. B) Magazines have not benefited from advances in communication technologies. C) Magazines typically use a mass marketing strategy. D) Magazines provide better local coverage than newspapers do. E) Magazines have poor reproduction quality of images.

57) When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________. A) cost per thousand persons reached B) cost of premium offers C) cost of the magazine it is using D) profit margin E) continuity cost

58) Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result. A) percentage-of-sales B) integrated C) competitive-parity D) objective-and-task E) regression

58) ________ includes all activities involved in selling goods and services to those buying for resale or business use. A) Wholesaling B) Retailing C) Franchising D) Discounting E) Disintermediation

6) Advertising ________ define the task that advertising must accomplish with a specific target audience during a specific period of time. A) objectives B) budgets C) strategies D) campaigns E) evaluations

66) Advertising media costs ________ from country to country. A) differ vastly B) remain about the same C) are rarely negotiated D) are impossible to compare E) are usually comparable

69) Which promotional mix strategy directs marketing efforts toward final consumers? A) pull B) blitz C) push D) buzz E) pulse

7) Which major promotion category makes use of displays, discounts, coupons, and demonstrations? A) sales promotion B) direct marketing C) publicity D) public relations E) advertising

70) Like retailers, wholesalers must ________ their target markets and ________ themselves effectively, for they cannot serve everyone. A) define; position B) position; define C) discount; franchise D) franchise; discount E) identify; compare

71) Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy. A) pull; push B) push; pull C) pulse; pull D) continuity; pulse E) pulse; continuity

73) Which of the following would be classified as bait-and-switch advertising? A) advertising a cheaper brand but only making a more expensive one available to customers B) raising a product's prices C) attempting to charge less for a brand than for manufacturers' brands D) advertising service packages that cannot actually be provided E) favoring certain customers over others through trade promotions

78) When Procter & Gamble (P&G) developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser? A) informative advertising B) persuasive advertising C) reminder advertising D) developmental advertising E) comparative advertising

79) In the battle for "share of stomachs," some supermarkets are cutting costs and attempting to compete more effectively with food discounters, while others are moving upscale, providing improved store environments and higher-quality food offerings. These two different strategies represent differences in ________. A) positioning B) place decisions C) retail convergence D) retail technology E) wholesaling

80) 7-Eleven has recently begun to redesign and restock its stores to offer a more upscale environment and products, such as house wines and fresh foods. 7-Eleven has changed its ________. A) positioning B) wholesaler C) service level D) size E) relative prices

87) You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. The information in the report relates to ________. A) reach B) frequency C) impact D) engagement E) qualitative value

88) Capture Cameras is launching a new advertising campaign to demonstrate the quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads? A) the Internet B) newspaper C) TV D) radio E) billboard

89) An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________. A) sales promotion B) personal selling C) public relations D) an advertising objective E) a push strategy

89) You own an independent store in your neighborhood. You still like to offer fresh seafood in your meat display case. Which type of wholesaler might best serve you? A) cash-and-carry wholesaler B) rack jobber C) drop shipper D) mail-order wholesaler E) agents and brokers

9) What is one of the primary goals of reminder advertising? A) maintain customer relationships B) build brand preference C) correct false impressions D) inform the market of a price change E) restore company image

91) Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations. A) press relations B) product publicity C) public affairs D) lobbying E) development

91) Tony Pool Chemical Co. purchased 144 buckets of chlorine tablets over the Internet from Chemical, Inc., then placed the order with the manufacturer and arranged for its transportation by truck to the Tony Pool store. Chemical, Inc. took title to the pool chemicals but never actually took possession of them. Chemical, Inc. is an example of a ________. A) drop shipper B) truck jobber C) rack jobber D) mail-order wholesaler E) cash-and-carry wholesaler

93) Management of a company that adheres to the principle of integrated marketing communications is most likely to believe which of the following? A) The use of multiple marketing communications channels is advantageous. B) The use of a single marketing communications channel is advantageous. C) Long-term relationships with customers are best nurtured through sales promotion. D) Long-term relationships with customers are best nurtured through public relations. E) Short-term relationships with customers are more profitable than long-term relationships with customers.

94) Which of the following types of retailers is most likely to practice everyday low pricing (EDLP)? A) discount stores B) convenience stores C) category killers D) full-service retailers E) department stores

96) Which of the following is most likely the greatest factor in the increasingly short life cycle of new retail forms? A) changes in technology B) economic swings C) import and export regulations D) stagnating retail convergence E) global expansion of major retailers

1) Which of the following elements of the promotion mix involves making personal connections with customers for the purpose of making sales? A) personal selling B) advertising C) e-commerce D) publicity E) public relations Answer

A Diff: 1 Page Ref: 464 Skill: Concept Objective

16-2 35) Sales ________ encourage a sales force to make a selling effort that is above and beyond the normal expectation. A) contests B) quotas C) meetings D) reports E) plans Answer

A Diff: 1 Page Ref: 477 Skill: Concept Objective

16-4 93) Happy Pet is a large petfood company that sells its products to retail pet supply stores as well as wholesalers. The sales force at Happy Pet is LEAST likely to do which of the following? A) work directly with final customers B) build relationships with wholesalers C) help retailers effectively sell the company's products D) communicate regularly with business customers E) represent wholesalers and retailers to the company Answer

A Diff: 2 Page Ref: 465 AACSB: Reflective Thinking Skills Skill: Critical Thinking Objective

16-2 77) Johnson Business Solutions, Inc. maintains one sales force for its copy machines and a separate sales force for its computer systems. Johnson Business Solutions utilizes a(n) ________ structure. A) product sales force B) customer sales force C) territorial sales force D) integrated sales force E) complex sales force Answer

A Diff: 2 Page Ref: 468 AACSB: Analytic Skills Skill: Application Objective

16-2 7) Of the three typical types of sales force structures, which one is often supported by many levels of sales management positions in specific geographical areas? A) territorial B) product C) customer D) complex systems E) A and B Answer

A Diff: 2 Page Ref: 468 Skill: Concept Objective

16-2 11) Which of the following would a company most likely use to determine sales force size? A) the workload approach B) product availability C) demographic characteristics of the sales force D) the outside sales force method E) profit margin Answer

A Diff: 2 Page Ref: 470 Skill: Concept Objective

16-2 83) An IBM sales representative is giving a product demonstration to a Best Buy representative. Assisting with the demonstration are an engineer, a financial analyst, and an information systems specialist. If IBM wins the Best Buy account, then all four IBM representatives will service the Best Buy account. This is an example of ________. A) team selling B) territorial selling C) inside selling D) prospecting E) sales promoting Answer

A Diff: 2 Page Ref: 471 AACSB: Analytic Skills Skill: Application Objective

16-2 27) Helping the sales force "work smart" is the goal of ________. A) sales supervision B) sales motivation C) sales compensation D) the organizational climate E) return on sales investment Answer

A Diff: 2 Page Ref: 474 Skill: Concept Objective

16-2 84) Mary Conti is sales manager for National Computer Training. She wants to evaluate the performance of her sales force responsible for the New England territory. Mary will most likely review all of the following in her evaluation EXCEPT ________. A) call plans B) sales reports C) call reports D) expense reports E) territorial sales and profit reports Answer

A Diff: 2 Page Ref: 477 AACSB: Reflective Thinking Skills Skill: Application Objective

16-3 41) A salesperson in the prospecting stage most likely uses of the following methods EXCEPT ________. A) referrals from competing salespeople B) referrals from current customers C) referrals from dealers D) referrals from suppliers E) cold calling Answer

A Diff: 2 Page Ref: 478 Skill: Concept Objective

16-3 48) The qualities that buyers value most in salespeople include empathy, honesty, dependability, thoroughness, follow-through, and ________. A) good listening B) good presenting C) sympathy D) caring E) candor Answer

A Diff: 2 Page Ref: 479 AACSB: Communication Abilities Skill: Concept Objective

16-4 88) An insert in a Land's End catalog offers free shipping on your next purchase. This is an example of a ________. A) sales promotion B) POP promotion C) trade promotion D) price pack E) premium Answer

A Diff: 2 Page Ref: 481 AACSB: Analytic Skills Skill: Application Objective

16-4 62) Which of the following consumer promotion tools is the MOST costly way for companies to introduce a new product? A) samples B) coupons C) premiums D) cash refunds E) price packs Answer

A Diff: 2 Page Ref: 483 Skill: Concept Objective

16-4 67) Which consumer promotion offers consumers the chance to win something by presenting them with an item such as a scratch-off card or a bingo number ? A) game B) contest C) price pack D) sweepstakes E) point-of-purchase promotion Answer

A Diff: 2 Page Ref: 484 Skill: Concept Objective

16-4 74) Trade shows offer manufacturers the opportunity to do all of the following EXCEPT ________. A) establish a sales contest B) find new sales leads C) contact customers D) introduce new products E) educate customers Answer

A Diff: 2 Page Ref: 487 Skill: Concept Objective

16-1 5) A company can unite its marketing and sales functions through all of the following activities EXCEPT ________. A) assigning a telemarketer the task of visiting a customer B) arranging joint meetings to clarify all aspects of communication C) appointing an executive to oversee both departments D) having a salesperson preview ads and sales-promotion campaigns E) sending brand managers on sales calls with a salesperson Answer

A Diff: 3 Page Ref: 466 Skill: Concept Objective

16-2 17) Which of the following best explains why companies are adopting the team selling approach to service large, complex accounts? A) Products have become too complicated for one salesperson to support. B) Customers prefer dealing with many salespeople rather than one sales representative. C) Salespeople prefer working in groups because of the opportunity for flex hours and job sharing. D) A group of salespeople assigned to one account is cost effective for corporations. E) Fewer skilled salespeople are working in the high-tech industry. Answer

A Diff: 3 Page Ref: 471 Skill: Concept Objective

1) ________ includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use. A) Franchising B) Retailing C) Brokering D) Wholesaling E) Disintermediation

10) When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used. A) persuasive B) informative C) comparative D) patronage E) institutional

10) Which type of store carries a wide variety of product lines and differentiates itself through service, but has been squeezed in recent years between more focused and flexible specialty stores on the one hand and more efficient, lower-priced discounters on the other? A) chain B) department C) factory outlet D) merchant wholesaler E) independents

14) All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one? A) TV ad spending is rising at a slower rate than online ad spending. B) TV and other mass media no longer capture the lion share of promotional budgets. C) Many viewers are using video streaming or DVRs. D) Mass media costs are rising. E) TV audience size is on the decline.

18) ________ sell standard merchandise at lower prices by accepting lower margins and selling higher volume. A) Merchant wholesalers B) Discount stores C) Full-service retailers D) Limited-service retailers E) Factory outlets

19) Which of the following is the most likely result of reducing brand-building advertising for a product? A) reduced short-term sales B) reduced long-term market share C) improved brand image D) increased short-term sales E) increased long-term market share

2) The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. A) direct marketing B) sales promotion C) personal selling D) public relations E) publicity

20) To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________. A) advertising agency B) marketing communications director C) public relations specialist D) personal sales force E) media planner

23) ________ are sometimes several stores grouped together. These stores offer prices as low as 50 percent below retail on a wide range of mostly surplus, discounted, or irregular items. A) Category killers B) Factory outlets C) Specialty stores D) Superstores E) Power centers

25) The communication channel a company uses to move its advertising messages from sender to receiver is called the ________. A) message B) media C) encoder D) communicator E) feedback loop

25) The goal of ________ is to make an advertisement so useful or entertaining that people want to watch it. A) branded entertainment B) advertainment C) audience engagement D) continuity scheduling E) pulse scheduling

26) As a result of the great success of corporate chains, many independent stores choose to band together in either a voluntary chain or a(n) ________. A) factory outlet B) retailer cooperative C) independent off-price retailer D) warehouse club E) convenience cooperative

28) What is the term used to describe the idea that will be communicated to consumers through an advertisement? A) advertising appeal B) message strategy C) consumer-generated message D) creative concept E) message execution

29) Retail assortments are looking more and more alike because ________. A) customers today are more focused on service differentiation B) national-brand manufacturers have placed their products almost everywhere C) market segmentation has proved ineffective D) stores are clustered together to increase their customer pulling power E) more stores are practicing "experiential retailing"

3) Advertising is used mostly by which of the following? A) governments B) business firms C) social agencies D) independent professionals E) not-for-profit organizations

3) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) advertising C) direct marketing D) personal selling E) public relations

3) ________ is the basis of all discount operations and is typically used by sellers of convenience goods. Retailers offering this level of service require customers to perform their own "locate-compare-select" process in order to save money. A) Limited-service B) Self-service C) Full-service D) Specialty-service E) Wholesaling

30) In the communication process, the more the sender's field of experience ________ that of the receiver, the more ________ the message is likely to be. A) varies from; distinguishable B) overlaps with; effective C) connects with; ineffective D) coincides with; creative E) departs from; direct

30) ________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress. A) Promotion mix plans B) Message strategy statements C) Creative concept strategies D) Big idea statements E) Branded entertainment plans

31) Service differentiation among retailers has ________. A) increased B) decreased C) stayed the same D) franchised E) tripled

32) The big idea or the creative concept may emerge as a(n) ________, a phrase, or a combination of the two. A) appeal B) visualization C) differentiation D) strategy E) evaluation

33) Marketing communicators must do all of the following EXCEPT ________. A) identify the target audience B) deliver products to the customer C) determine the communication objectives D) collect feedback E) choose the media through which to send a message

34) In the AIDA model, the D stands for ________. A) demand B) desire C) data D) do-it-yourself E) decoding

35) Home Depot offers "how-to" classes for do-it-yourselfers, featuring instructions on how to complete home improvement projects using products sold at its stores. This is an example of how Home Depot has differentiated itself through its ________. A) product assortment B) services mix C) segmentation D) atmosphere E) targeting

36) The six ________ stages that consumers normally pass through on their way to making a purchase begin with awareness and end with purchase. A) personal readiness B) buyer-readiness C) objective readiness D) market readiness E) supplier readiness

60) Which wholesaler's channel function is demonstrated when a wholesaler's sales force helps a manufacturer to reach many small customers at a low cost? A) bulk-breaking B) selling and promoting C) buying and assortment building D) warehousing E) rackjobbing

61) Scheduling ads unevenly, which is called ________, builds awareness that is intended to be carried over to the next advertising period. A) continuity B) pulsing C) shuffling D) sequencing E) segmenting

62) ________ is the company's most expensive promotion tool. A) Advertising B) Personal selling C) Mass media D) Public relations E) Publicity

63) Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions? A) mass-market advertising B) personal selling C) segmented advertising D) sales promotion E) public relations

63) Which wholesaler's channel function is demonstrated when a buyer receives quicker delivery because wholesalers are located closer than producers? A) financing B) transportation C) buying and assortment building D) warehousing E) risk bearing

67) Unilever decided not to purchase advertising during the Super Bowl a second time because the maker of Dove ________. A) received little buzz after running its commercial during the game B) earned a better response for less money through an outdoor campaign and a viral campaign C) discovered that most of the audience did not watch the sentimental commercial D) spent too much money on one commercial that received low consumer ratings E) received negative publicity for running a beauty ad during a sporting event

67) ________ and ________ do not take title to goods, and they perform only a few channel functions. A) Full-service wholesalers; limited-service wholesalers B) Brokers; agents C) Branches; offices D) Power centers; independent wholesalers E) Independent wholesalers; off-price retailers

67) ________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do. A) The competitive-parity method B) Public relations C) Personal communication D) Nonpersonal communication E) Personal selling

68) A(n) ________ brings buyers and sellers together and assists in negotiations. A) agent B) broker C) retailer D) wholesaler E) retail convergence

7) Which of the following types of retailers likely requires their employees to focus most on assisting customers as they shop? A) self-service retailers B) full-service retailers C) off-price retailers D) limited-service retailers E) megaretailers

72) In the introduction stage of the product life cycle, a combination of ________ is best for producing high awareness. A) indirect marketing and personal selling B) advertising and public relations C) public relations and personal selling D) personal selling and direct marketing E) direct marketing and sales promotion

72) Which type of wholesaler sells primarily to manufacturers rather than to retailers? A) wholesale merchants B) industrial distributors C) cash-and-carry wholesalers D) rack jobbers E) drop shippers

73) Today's large, progressive wholesalers have successfully reacted to rising costs by ________. A) relocating in low-rent, low-tax areas B) investing in information technology systems C) investing less money in expensive machinery D) increasing their markup E) reducing promotional activities

75) In response to slow growth in their domestic markets, many wholesalers are ________. A) contracting their international business B) increasing their international business C) divesting themselves of costly technologies D) lengthening the marketing channel E) reducing elaborate promotional efforts

75) News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals. A) public service activities B) special events C) social networking D) development E) investor relations

76) A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________. A) sales promotion B) personal selling C) public relations D) direct marketing E) advertising

77) 7-Eleven, Stop-N-Go, and Circle K, small stores that traditionally have had a primary market of young, blue-collar men, are examples of ________. A) department stores B) convenience stores C) category killers D) specialty stores E) supermarkets

78) Overstock.com, a Web seller that buys furniture, clothing, electronics, and more from a variety of producers at less-than-regular wholesale prices and then charges customers less than retail, is a(n) ________. A) discount store B) independent off-price retailer C) factory outlet D) wholesale club E) category killer

79) HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message. In the communication process, HP is ________. A) messaging B) encoding C) sending D) decoding E) responding

8) The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix? A) product B) competitor C) price D) place E) promotion

8) ________ are flourishing due to increased use of market segmentation and market targeting. A) Chain stores B) Specialty stores C) Superstores D) Discount stores E) Off-price stores

80) The decision to use a cleaning genie to communicate the strength and power of Mr. Clean cleaning liquid is representative of the ________ process of the communication model. A) sourcing B) encoding C) signifying D) decoding E) messaging

81) An ad for a new convection oven shows a busy professional woman serving dinner to her family. The convection oven is seen in the background, and the headline reads, "The latest development in time travel." This is an example of what type of execution style? A) testimonial evidence B) slice of life C) fantasy D) scientific evidence E) mood or image

81) Big and Tall Men's Shop carries goods in larger sizes; this allows the store to ________ other stores. A) align itself with B) differentiate itself from C) cluster with D) affect the store atmosphere of E) converge with

82) An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad uses the ________ execution style. A) slice of life B) lifestyle C) fantasy D) scientific evidence E) personality symbol

83) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, the medium of this ad is ________. A) Melina Kanakaredes B) Ladies' Home Journal C) readers who redeem the $1-off coupon D) Maybelline E) the target market to whom Melina Kanakaredes appeals

84) Mercy University's initial ads for the school's new MBA program are most likely intended to create ________. A) liking B) awareness C) preference D) insistence E) conviction

86) Stan Clark, the owner of Eskimo Joe's bar, is considering closing the bar and selling the logo apparel with direct marketing through a catalog. Stan Clark is considering a(n) ________ option. A) wholesaling B) nonstore retailing C) shopper marketing D) experiential shopping E) self-service

88) Nita can visit her local supermarket and buy a dozen roses, a gallon of milk, two birthday cards, a bag of cat litter, and a pan for roasting a turkey. This best illustrates how a wholesaler has added value through the channel function of ________. A) creating atmospherics B) creating assortments C) directing logistics D) market information E) management services

9) Specialty stores carry ________ with ________ within them. A) convenience items; mostly staples B) narrow product lines; deep assortments C) narrow product lines; shallow assortments D) wide product lines; shallow assortments E) wide product lines; deep assortments

90) You own a neighborhood grocery store and would like to have non-food items delivered, priced, displayed and inventoried by a wholesaler. You do not want to purchase title to the goods. Which type of wholesaler best fits your needs? A) cash-and-carry wholesaler B) rack jobber C) drop shipper D) mail-order wholesaler E) agents and brokers

94) Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message about the company. A) public relations message B) brand contact C) advertisement D) logo E) media vehicle

95) Which of the following is most likely true about shoppers who prefer to shop at "lifestyle centers"? A) They prefer inexpensive atmospheres. B) They prefer upscale stores. C) They prefer out-of-the-way locations. D) They rarely dine out. E) They are motivated by deals on last year's merchandise and seconds.

96) The advertising agency hired by Mrs. Brown's Cookie Company has developed a series of commercials about the new cookie flavors created by the company. The head of the marketing department thinks that pulsing would be the most appropriate way to schedule the commercials. What is the potential benefit of pulsing the cookie ads? A) The ads would achieve maximum awareness. B) The costs of advertising would be low. C) Audience quality can be evaluated. D) Ads can be modified for different demographics. E) Ad schedules can be adapted based on sales.

16-1 6) When a company sets out to analyze, plan, implement, and control sales force activities, the company is undertaking ________. A) sales design B) sales force management C) group sales efforts D) co-op selling and advertising E) promotional objectives Answer

B Diff: 1 Page Ref: 468 Skill: Concept Objective

16-2 12) What is the term used to identify the individuals in a company who travel to call on customers in the field? A) product sales force B) outside sales force C) inside sales force D) complex sales force E) customer sales force Answer

B Diff: 1 Page Ref: 470 Skill: Concept Objective

16-2 13) Members of a company's ________ conduct business from their offices using telephones, e-mails, or visits from prospective buyers to generate sales. A) outside sales force B) inside sales force C) complex sales force D) customer sales force E) product sales force Answer

B Diff: 1 Page Ref: 470 Skill: Concept Objective

16-2 36) A salesperson's ________ is often related to how well he or she meets a sales quota. A) profit-sharing plan B) compensation C) call report D) sales report E) expense report Answer

B Diff: 1 Page Ref: 477 Skill: Concept Objective

16-3 44) A salesperson who researches a company's buying styles and product line is most likely in the ________ stage of the selling process. A) prospecting B) preapproach C) approach D) presentation E) closing Answer

B Diff: 1 Page Ref: 478 Skill: Concept Objective

16-2 20) According to research by the Gallup polling organization, which of the following is one of the four key talents a successful salesperson must possess? A) managerial skills B) disciplined work style C) aggressive personality D) technological know-how E) fluency in a second language Answer

B Diff: 2 Page Ref: 472 Skill: Concept Objective

16-2 96) Sales have been slow recently at B & B Materials, so management has organized a training program to improve the performance of its sales force. Which of the following would most likely lead to improved sales for B & B Materials? A) tests to measure the analytic and organizational skills of the sales force B) information about the marketing strategies used by competitors C) tests to identify the personality traits of sales force members D) a time-and-duty analysis for each salesperson E) instructions on completing expense reports Answer

B Diff: 2 Page Ref: 473 AACSB: Reflective Thinking Skills Skill: Synthesis Objective

16-2 28) The aim of sales management motivation is to encourage salespeople to ________. A) "work smart" B) "work hard" C) "work cooperatively" D) "work creatively" E) "work quickly" Answer

B Diff: 2 Page Ref: 474 Skill: Concept Objective

16-2 33) A company that treats its salespeople as valuable contributors with unlimited income opportunities has developed a(n) ________ that will have fewer turnovers and higher sales force performance. A) sales force system B) organizational climate C) compensation package D) sales structure E) workload Answer

B Diff: 2 Page Ref: 477 Skill: Concept Objective

16-2 37) A(n) ________ is a salesperson's write-up of his or her completed sales activities. A) call plan B) call report C) sales report D) expense report E) time-and-duty analysis Answer

B Diff: 2 Page Ref: 477 Skill: Concept Objective

16-4 59) Consumers are increasingly ignoring promotions and not making immediate purchases because of ________. A) advertising specialization B) promotion clutter C) promotional marketing D) advertising clutter E) promotion differentiation Answer

B Diff: 2 Page Ref: 478 Skill: Concept Objective

16-3 47) Which type of sales approach is best for today's customers who expect answers, results, and useful products? A) hard-sell B) customer-solution C) razzle-dazzle D) sales development E) personal relationship Answer

B Diff: 2 Page Ref: 479 Skill: Concept Objective

16-3 55) Which of the following best describes the practice of value selling? A) earning business from customers based on low prices B) delivering superior customer value and capturing a fair return on that value C) closing deals quickly to meet team sales quotas D) gaining short-term sales that increase annual sales volume E) challenging customers to find better deals for products and services Answer

B Diff: 2 Page Ref: 481 Skill: Concept Objective

16-4 57) Sales promotions are targeted toward all of the following EXCEPT ________. A) retailers B) investors C) final buyers D) business customers E) members of the sales force Answer

B Diff: 2 Page Ref: 482 Skill: Concept Objective

16-4 61) Of the main consumer promotion tools, which is the MOST effective for introducing a new product or creating excitement for an existing one? A) coupons B) samples C) cash refunds D) price packs E) contests Answer

B Diff: 2 Page Ref: 483 Skill: Concept Objective

16-4 91) An example of a(n) ________ is a five-foot-high cardboard display of Tony the Tiger next to Frosted Flakes cereal boxes. A) sample B) POP promotion C) POP pack D) advertising specialty E) premium Answer

B Diff: 2 Page Ref: 484 AACSB: Analytic Skills Skill: Application Objective

16-4 65) ________ are goods offered either free or at low cost as an incentive to buy a product. A) Coupons B) Premiums C) Price packs D) Cash refund offers E) Point-of-purchase promotions Answer

B Diff: 2 Page Ref: 484 Skill: Concept Objective

16-4 68) Marketers who send coupons to customers' cell phones are using ________. A) trade promotions B) mobile marketing C) premiums D) point-of-purchase promotions E) sampling Answer

B Diff: 2 Page Ref: 485 AACSB: Use of Information Technology Skill: Concept Objective

16-4 71) Manufacturers may offer a(n) ________ in return for the retailer's agreement to feature the manufacturer's products in advertising or display. A) POP promotion B) allowance C) incentive promotion D) price pack E) premium Answer

B Diff: 2 Page Ref: 486 Skill: Concept Objective

16-4 72) A manufacturer that offers cash or gifts to dealers for encouraging the purchase of the manufacturer's goods is using ________. A) price-offing B) push money C) off-listing D) off-invoicing E) allowances Answer

B Diff: 2 Page Ref: 487 Skill: Concept Objective

16-3 42) Which of the following is the LEAST relevant characteristic that a salesperson should consider when qualifying a prospect? A) financial ability B) longevity in the market C) special needs D) location E) volume of business Answer

B Diff: 3 Page Ref: 478 Skill: Concept Objective

41) A ________ is a group of retail businesses built on a site that is planned, developed, owned, and managed as a unit. A) merchant wholesaler B) franchise C) shopping center D) supermarket E) hypermarket

1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) direct marketing C) advertising D) personal selling E) public relations

12) Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands. A) informative B) reminder C) comparative D) POP promotion E) institutional

15) Companies often fail to integrate their various communications to consumers because ________. A) historically consumers have been able to distinguish between message sources B) advertising departments are reluctant to work with public relations professionals C) communications often come from different parts of the company D) personal selling and sales promotion are in direct conflict E) they have overemphasized the concept of brand contact

17) ________ retailers in the United States are growing faster than product retailers. A) Discount B) Merchant C) Service D) Specialty E) Off-price

18) Some large corporations have developed ________ to help determine the optimal investment across various media; such tools are useful when determining the relationship between promotional spending and brand sales. A) impact studies B) sales techniques C) statistical models D) advertising budgets E) advertising strategies

19) Early ________ cut expenses by offering few services and operating in warehouse-like facilities in low-rent, heavily traveled districts. A) chain stores B) factory outlet malls C) discount stores D) off-price retailers E) full-service retailers

2) A company's total marketing communications package consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) the communications method B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing

24) Which of the following is NOT one of the four major communication functions? A) feedback B) encoding C) noise D) response E) decoding

27) The main difference between ________ organizations and other contractual systems is that these systems are normally based on some unique product or service. A) voluntary chain B) retailer cooperative C) franchise D) agent E) warehouse-club

28) McDonald's, Subway, and Pizza Hut are all examples of a ________. A) voluntary chain B) retailer cooperative C) franchise D) full-service retailer E) power center

28) When a customer lets a producer know something about its products or advertising, the customer is providing ________. A) decoding B) noise C) feedback D) encoding E) reverse marketing

30) Until retailers ________ and ________ their markets, they cannot make consistent decisions about product assortment, services, pricing, advertising, store décor, or any of the other decisions that must support their positions. A) compete with; position B) target; compete with C) define; profile D) limit; serve E) divest; eliminate

31) To communicate effectively, a marketing communicator must ________ the consumer's field of experience. A) compete with B) share C) understand D) create E) reference

32) Marketing communicators must be good at ________ messages that take into account how the target audience ________ them. A) delivering; encodes B) sending; encodes C) encoding; decodes D) retrieving; perceives E) decoding; receives

33) A retailer's ________ should differentiate the retailer while matching target shoppers' expectations. One strategy is to offer merchandise that no other competitor carries. A) agent B) broker C) product assortment D) environment E) distribution strategy

33) Which of the following are the three characteristics an advertising appeal should have? A) engaging, informative, and stylish B) trendy, compelling, and appealing C) meaningful, believable, and distinctive D) unique, emotional, and entertaining E) humorous, memorable, and interesting

34) Which message execution style depicts average people using a product in an everyday setting? A) lifestyle B) scientific evidence C) slice of life D) personality symbol E) testimonial evidence

35) The AIDA model identifies the characteristics of an effective ________. A) advertising budget B) channel of communication C) marketing message D) marketing mix E) marketing response

36) Advertisements built around dream themes use which type of execution style? A) mood or image B) musical C) fantasy D) lifestyle E) personality symbol

36) While all retailers would like to achieve ________ while charging ________, the two seldom happen together. A) low volume; high markups B) low volume; low markups C) high volume; high markups D) high volume; low markups E) high volume; cut-rate markups

39) Some advertisers use edgy humor in their advertisements in order to break through the commercial clutter. This is an example of an advertisement's ________. A) format B) execution style C) tone D) image E) message strategy

40) Illustrations, the headline, and the copy are three ________ elements of an advertisement. A) tone B) mood C) format D) reach E) execution style

41) Marketers using humor in their messages claim that they attract more attention and create more loyalty and belief in the brand. This type of message is called a(n) ________ appeal. A) rational B) structural C) emotional D) moral E) standard

44) Most shopping centers are ________ containing between 5 and 15 stores; they are close and convenient for consumers. A) community shopping centers B) power centers C) strip malls D) lifestyle centers E) factory outlets

46) The number of times an average person in the target market is exposed to an ad is known as the ________. A) impact B) reach C) frequency D) exposure E) engagement

47) The advertiser must decide on the ________, or desired media impact, of a message in a specific medium. A) reach B) illustration C) qualitative value D) exposure costs E) frequency

48) According to the ________ concept, new retailing forms often begin as low-margin, low-price, low-status operations to challenge established retailers, then become successful, and eventually take the place of the established retailers they had challenged. A) agent B) broker C) wheel-of-retailing D) warehousing E) product life cycle

49) The two broad types of ________ channels are personal and nonpersonal. A) marketing B) competitive C) communication D) buyer E) seller

5) Which type of stores usually carry more specialty goods for which customers like to be "waited on" and have much higher operating costs, which are passed along to the customer? A) self-service stores B) category killer stores C) full-service stores D) independent stores E) specialty-service retailers

50) Communication through the mail is categorized as a(n) ________ communication channel. A) nonpersonal B) word-of-mouth C) personal D) objective E) ineffective

51) Creating word-of-mouth campaigns by cultivating opinion leaders and getting them to spread information about a product or service to others in their communities is known as ________. A) sales promotion B) indirect marketing C) buzz marketing D) stealth marketing E) public relations

51) The rise of huge mass merchandisers and specialty superstores, along with retail mergers and acquisitions, has created a core group of very large and very powerful ________. A) category killers B) franchises C) megaretailers D) power centers E) lifestyle centers

52) Nonpersonal communication channels include major media, ________, and events. A) sales calls B) buzz marketing C) atmospheres D) word of mouth E) e-mail

53) Vast numbers of consumers are aware of your product. It is now your goal to enhance preference for your product. You plan to use nonpersonal communications through print media and display media. This will include all of the following EXCEPT ________. A) newspapers B) magazines C) Internet "chats" D) direct mail E) billboards

53) Which of the following has NOT contributed to the growth of online business? A) easier-to-use Web sites B) more interesting and attractive Web sites C) concerns about online privacy and security D) improved online service E) increasingly sophisticated search engines

54) Which of the following statements about radio as an advertising medium is true? A) Radio advertising is typically quite expensive. B) National radio advertising opportunities are simple to purchase. C) One advantage of radio advertising is its high demographic selectivity. D) Radio prohibits the use of segmentation strategies. E) Radio is defined as an outdoor medium.

55) Touch-screen kiosks, customer-loyalty cards, handheld shopping assistants, and self-scanning checkout systems are all examples of how retailers use technology to ________. A) maintain inventory costs B) send information between stores C) meet consumers' expectations D) produce more accurate forecasts E) interact with suppliers

55) ________ from marketing communications may suggest changes in the promotion program or in the product offer itself. A) Encoding B) Decoding C) Feedback D) Noise E) Shelter

56) 30 Rock and Newsweek are both examples of ________, specific media within each general media type. A) alternative media B) major media C) media vehicles D) media multitaskers E) micromedia

56) Most ________ retailers are significantly behind ________ retailers in global expansion. A) African; Peruvian B) European; American C) American; European and Asian D) Asian; American E) Asian; African

57) ________, the world's second largest retailer after Walmart, has embarked on an aggressive mission to extend its role as a leading international retailer. A) McDonald's B) Target C) Carrefour D) IKEA E) Costco

59) Audience quality, audience engagement, and editorial quality are all considerations when a media planner ________. A) decides on media timing B) selects an execution style C) selects a media vehicle D) evaluates return on investment E) measures the communication effects of an advertisement

59) Which method of setting an advertising budget is based on analyzing competitors' spending? A) percentage-of-sales method B) affordable method C) competitive-parity method D) objective-and-task method E) regression method

59) ________ buy mostly from producers and sell to retailers and industrial consumers. A) Independents B) Factory outlets C) Wholesalers D) Discount stores E) Megaretailers

6) At Neiman Marcus, a first-class department store, customers shop for high-end products and have come to expect assistance in every phase of the shopping process. Neiman Marcus is a ________. A) self-service retailer B) limited-service retailer C) full-service retailer D) specialty store E) power center

60) ________ means scheduling ads evenly within a given period. ________ means scheduling ads unevenly over a given time period. A) Pulsing; Continuity B) Continuity; Hard hitting C) Continuity; Pulsing D) Pulsing; Hard hitting E) Sequencing; Routing

50) Convergence means greater ________ for retailers and greater difficulty in ________ offerings. A) differentiating; pricing B) sales; differentiating C) profit margins; sales D) competition; differentiating E) branding; differentiating

61) Advertising has some shortcomings. What is NOT one of them? A) It is impersonal. B) It can be very costly. C) It slowly reaches many people. D) It carries on one-way communication with the audience. E) It does not make audience members feel the need to respond.

62) To measure the ________ of an ad after it has been aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, and preference. A) sales effects B) profit effects C) communication effects D) reminder effects E) comparative effects

64) All of the following are benefits of standardized global advertising EXCEPT ________. A) lower advertising costs B) greater global advertising coordination C) higher appeal to varying demographics D) more consistent worldwide image E) greater consistency among international product Web sites

64) Sales promotion features a wide assortment of tools. Which of the following is NOT one of these tools? A) contests B) premiums C) catalogs D) coupons E) cents-off deals

65) Most international advertisers develop global ________ for the sake of efficiency, but they adapt their advertising ________ to make them responsive to local market needs and expectations. A) programs; strategies B) campaigns; objectives C) strategies; programs D) objectives; programs E) strategies; objectives

68) Which promotional tool is described as nonpublic, immediate, customized, and interactive? A) segmented advertising B) sales promotion C) direct marketing D) brand contacts E) public relations

69) ________, or manufacturers' representatives, represent a buyer or seller on a more permanent basis. A) Brokers B) Franchises C) Agents D) Retailers E) Intermediaries

7) An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________. A) convince B) compete C) remind D) explain E) encourage

70) Which promotional mix strategy directs marketing efforts toward market channel members? A) pull B) blitz C) push D) buzz E) pulse

73) ________ use several tools, including the news, speeches, corporate identity materials, and special events. A) Advertising agencies B) Advertising specialists C) Public relations professionals D) Media buyers E) Media planners

75) The FTC has adopted a three-day cooling-off rule to give special protection to ________. A) customers who purchased because of deceptive advertising B) customers who purchased because of bait-and-switch tactics C) customers who were not seeking a product D) resellers who do not receive proportionately equal treatment from manufacturers E) resellers who are not covered by the Robinson-Patnam Act

77) Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone. A) variety B) feedback C) consistency D) creativity E) convenience

77) Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of ________. A) informative advertising B) reminder advertising C) comparative advertising D) persuasive advertising E) buzz marketing

78) Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog and in its print ads as well as on its Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________. A) buzz marketing B) experiential marketing C) integrated marketing communication D) word-of-mouth marketing E) database marketing

79) Apex detergent is relatively undifferentiated from two other detergent brands, Acme and Brighton detergents. Therefore, Apex is most likely to require which of the following? A) a different target market B) a new package C) heavy advertising to set it apart from others D) a higher price E) a slice-of-life style

82) The lighting in Jake's Steak Restaurant is muted. The chairs are covered in leather and solid enough to last a lifetime, and each table is covered with a white linen cloth. The colors are limited to earth tones with an occasional splash of red. Patrons can not hear any kitchen noises, only a pleasant melody that seems familiar but unrecognizable. The smells are extraordinarily varied. This is a description of the restaurant's ________. A) promotions B) target C) atmosphere D) services mix E) product assortment

83) When Taco Bell uses a Chihuahua, a small dog, to represent its product, which type of execution style is being used? A) mood or image B) fantasy C) personality symbol D) technical expertise E) musical

84) Macy's department stores carry a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. Macy's typically charges a relatively high markup, but also holds frequent sales and price promotions, in particular offering discounts to customers who use a Macy's credit card. Macy's uses ________. A) self-service retailing B) experiential retailing C) high-low pricing D) everyday low pricing E) retail convergence

86) Which of the following is an example of user-generated content? A) Toyota's presence in online communities B) Nike's Nike Plus running Web site C) MasterCard's use of "Priceless" commercials shot by customers D) Neiman Marcus's InCircle Rewards program for its best customers E) The Lexus Covenant aimed at creating customer delight

87) A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________. A) public service activities B) nonpersonal marketing C) buzz marketing D) sales promotion E) direct marketing

16-2 16) The growing trend of using a group of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts is known as ________ selling. A) department B) multiple C) team D) personal E) complex Answer

C Diff: 1 Page Ref: 471 Skill: Concept Objective

88) Toward the end of the fiscal year, the owner of a small company came back from lunch concerned because he had learned that a business targeting the same customers as his was planning on spending $150,000 on promotion. As soon as he arrived at the office, he called his financial manager and said, "I want to budget $150,000 for next year's promotion." Which method of promotional budgeting did the owner want to use? A) the objective-and-task method B) the percentage-of-sales method C) the competitive-parity method D) the bottom-up method E) the pull-push method

89) IAMS Pet Food runs a commercial on the Animal Planet cable channel during an episode of The Dog Whisperer. The advertising agency for IAMS is taking advantage of which of the following? A) prime time B) broadcasting C) narrowcasting D) media multitasking E) frequency and reach

9) Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information. A) marketing communications B) direct marketing C) the Internet and other technologies D) mass market media E) informative advertising

90) A newspaper article announced that VoiceStream Wireless, the nation's sixth-largest wireless carrier, was changing its name to T-Mobile and that to begin the makeover process it had replaced spokesperson Jamie Lee Curtis with Catherine Zeta-Jones. Of which element of the promotion mix is this an example? A) sales promotion B) advertising C) public relations D) personal selling E) product

91) An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________. A) personal selling B) direct marketing C) a push strategy D) a pull strategy E) public relations

92) An independent hardware retail store 100 miles from the nearest city of more than 5,000 people but providing needed supplies for area ranchers would most likely buy its plumbing and electrical supplies through a ________. A) truck jobber B) commission merchant C) mail-order wholesaler D) rack jobber E) merchandise broker

93) In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is UPS using? A) buzz marketing B) corporate logos C) corporate identity materials D) product publicity E) public service materials

94) U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign. Which of the following questions should be answered first? A) What percentage of the budget should allocated for U-Frame-It radio ads? B) Which type of media vehicle is most appropriate for U-Frame-It ads? C) What are the communication and sales objectives of U-Frame-It? D) How does U-Frame-It's competition advertise? E) What is the demographic of U-Frame-It's customer base?

95) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, which of the following would be the best way for the source to measure feedback? A) the number of subscribers to Ladies' Home Journal B) the number of people who make up the target market C) the number of people who redeem the coupon D) the number of people who were exposed to the ad E) the number of people to whom Melina Kanakaredes is an appealing spokesperson

96) Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use? A) sales promotion B) personal selling C) public relations D) direct marketing E) brand contacts

97) Clean and Clear, a large producer of all-natural hair care and beauty products, is most likely to use which of the promotion mix strategies to gain increased shelf space in stores and to gain increased customer sales? A) push only B) pull only C) push and pull D) pulse E) continuity

3) ________ involves two-way, personal communication between salespeople and individual customers, either in person, by telephone, or through Web conferences. A) Advertising B) Public relations C) Personal selling D) Telemarketing E) Integrated marketing communication Answer

C Diff: 1 Page Ref: 465 AACSB: Communication Abilities Skill: Concept Objective

16-2 14) To reduce time demands on their outside sales forces, many companies have increased the size of their inside sales forces, which include technical support people, sales assistants, and ________. A) retail supervisors B) sales managers C) telemarketers D) accountants E) programmers Answer

C Diff: 1 Page Ref: 470 Skill: Concept Objective

16-2 34) A sales ________ is the standard that establishes the amount each salesperson should sell and how sales should be divided among the company's products. A) goal B) task C) quota D) incentive E) contest Answer

C Diff: 1 Page Ref: 477 Skill: Concept Objective

16-3 40) Prospecting is the step in the selling process in which the salesperson ________. A) gathers information about a prospective customer before making a sales call B) meets the customer for the first time C) identifies qualified potential customers D) tells the product's "value story" to the customer E) clarifies and overcomes customer objections to buying Answer

C Diff: 1 Page Ref: 478 Skill: Concept Objective

16-2 10) Companies that use a customer sales force structure organize their salespeople by ________. A) product B) territory C) industry D) demand E) hierarchy Answer

C Diff: 2 Page Ref: 469 Skill: Concept Objective

16-2 18) All of the following are disadvantages of the team selling approach EXCEPT which one? A) Selling teams can overwhelm customers. B) Many salespeople are unaccustomed to working with others. C) Selling teams decrease costs. D) Individual contributions and compensations can be difficult to assess. E) Most salespeople are trained to excel in individual performance. Answer

C Diff: 2 Page Ref: 472 Skill: Concept Objective

16-2 21) During the hiring process, companies that test sales applicants typically measure all of the following abilities EXCEPT ________. A) sales aptitude B) organizational skills C) accounting skills D) analytical skills E) personality traits Answer

C Diff: 2 Page Ref: 473 Skill: Concept Objective

16-2 24) Commissions or bonuses that a salesperson receives from a company are categorized as the ________ of a compensation plan. A) base salary B) fixed amount C) variable amount D) fringe benefit E) pension component Answer

C Diff: 2 Page Ref: 474 Skill: Concept Objective

16-2 29) Which sales management tool helps a salesperson know which customers to visit and which activities to carry out during a week? A) time-and-duty analysis B) sales force automation systems C) call plan D) sales quota plan E) positive incentives plan Answer

C Diff: 2 Page Ref: 474 Skill: Concept Objective

16-3 86) Marlene Arau is a member of the sales force at Urban Fashions, a clothing manufacturer. Marlene is preparing for a first meeting with a wholesaler who is a potential customer. Marlene is learning as much as she can about the wholesaler's organization. Marlene is in the ________ step of the personal selling process. A) prospecting B) qualifying C) preapproach D) approach E) handling objections Answer

C Diff: 2 Page Ref: 478 AACSB: Analytic Skills Skill: Application Objective

16-2 39) The selling process consists of several steps that the salesperson must master, focusing on the goals of ________ and ________ from them. A) closing sales; getting orders B) getting new customers; obtaining service ideas C) getting new customers; obtaining orders D) overcoming objections; developing relationships E) managing old customers; following up Answer

C Diff: 2 Page Ref: 478 Skill: Concept Objective

16-3 50) The qualities buyers dislike most in salespeople include all EXCEPT which of the following? A) being pushy B) being deceitful C) being reliant on technology D) being unprepared E) being disorganized Answer

C Diff: 2 Page Ref: 479 AACSB: Communication Abilities Skill: Concept Objective

16-3 46) Technologies such as handheld computers and interactive whiteboards enable salespeople to enhance the ________ stage of the selling process. A) prospecting B) preapproach C) presentation and demonstration D) qualifying E) follow-up Answer

C Diff: 2 Page Ref: 480 AACSB: Use of Information Technology Skill: Concept Objective

16-3 87) Which of the following is an example of a sales promotion? A) a news release encouraging voters to support a new bond issue for a local elementary school B) a staged dance routine promoting a new product in a busy public place C) a coupon for $5 off a visit to an amusement park D) a listing of all the television programs to be shown by Charter Cable the week of March 16 E) a plan to increase ice cream sales by adding two new flavors Answer

C Diff: 2 Page Ref: 481 AACSB: Analytic Skills Skill: Application Objective

16-4 64) Which of the following involves marking a reduced price directly on a product's packaging and often results in the stimulation of short-term sales? A) promotional products B) patronage rewards C) price packs D) samples E) rebates Answer

C Diff: 2 Page Ref: 484 Skill: Concept Objective

16-2 80) Stahl, Inc. has 1,000 Type-A accounts, each requiring 28 calls per year, and 2,200 Type-B accounts, each requiring 15 calls per year. If each salesperson at Stahl, Inc. can make 1,500 sales calls per year, approximately how many salespeople will be needed? A) 31 B) 35 C) 41 D) 45 E) 48 Answer

C Diff: 3 Page Ref: 470 AACSB: Reflective Thinking Skills Skill: Application Objective

16-1 95) The sales force at Messimer Computing recently began telemarketing and Web selling. How will telemarketing and Web selling most likely benefit Messimer Computing? A) The inside sales force of Messimer will receive better compensation than the outside sales force. B) Messimer sales reps will need to spend more face-to-face time with large, high-value customers. C) Messimer sales reps will be able to service hard-to-reach customers more effectively. D) Messimer sales reps will be required to telecommute rather than work in a centrally located office. E) The outside sales force of Messimer will be freed up to work more with the marketing department. Answer

C Diff: 3 Page Ref: 471 AACSB: Reflective Thinking Skills Skill: Critical Thinking Objective

16-2 26) Companies are increasingly moving away from high commission compensation plans because such plans often lead to salespeople ________. A) undermining the work of the inside sales team B) ignoring management and marketing objectives C) being too pushy and harming customer relationships D) working multiple sales jobs to maximize their income E) spending too much time traveling between customers Answer

C Diff: 3 Page Ref: 474 Skill: Concept Objective

16-2 32) Which of the following is a potential drawback of using Web-based technologies for making sales presentations and servicing accounts? A) Salespeople have to invest more time in preparing for this type of interaction with customers. B) The cost of the technology outweighs any savings gained by eliminating the need for travel. C) The systems can intimidate salespeople who are unfamiliar with the technology. D) Customers are less likely to buy the product when a Web conference is used. E) Customers lack the technology required to participate in a Web conference. Answer

C Diff: 3 Page Ref: 477 AACSB: Use of Information Technology Skill: Concept Objective

16-2 85) The sales force of Conway Pools has qualified a number of leads. Which of the following will most likely occur next? A) The outside sales force will call on all prospects. B) The outside sales force will close the deal with one of the prospects. C) The outside sales force will learn as much as possible about the prospects. D) The inside sales force will attend meetings with qualified prospects. E) The inside sales force will put together a presentation for the prospects. Answer

C Diff: 3 Page Ref: 478 AACSB: Reflective Thinking Skills Skill: Application Objective

16-2 98) Your inside sales force is responsible for prospecting and qualifying customers. Which of the following will likely occur? A) The number of qualified customers will exceed the number of prospects. B) The outside sales force will call on all prospects. C) A salesperson may have to approach many qualified customers just to make one sale. D) Your inside sales force will attend meetings with qualified customers. E) A and C Answer

C Diff: 3 Page Ref: 478 AACSB: Reflective Thinking Skills Skill: Synthesis

16-4 70) Manufacturers direct more sales promotion dollars toward ________ than to ________. A) consumers; retailers B) customers; wholesalers C) retailers and wholesalers; consumers D) salespeople; retailers E) retailers; wholesalers Answer

C Diff: 3 Page Ref: 486 Skill: Concept Objective

49) The merging of consumers, products, prices, and retailers is called ________. A) retail conglomeration B) consumer convergence C) price merging D) retail convergence E) retail clustering

10) Which of the following is NOT a factor in the changes occurring in today's marketing communications? A) Mass markets have fragmented, and marketers are shifting away from mass marketing. B) Improvements in communication technologies are changing how companies and customers communicate with each other. C) Companies routinely invest millions of dollars in the mass media. D) Mass media no longer capture the majority of promotional budgets. E) Today's consumers are better informed about products and services.

11) ________ are facing slow sales growth because of slower population growth, increased competition, and the rapid growth of out-of-home eating. A) Convenience stores B) Department stores C) Chain stores D) Supermarkets E) Hypermarkets

12) Which of the following is NOT an example of a specialized and highly targeted media that an advertiser might use to reach smaller customer segments? A) cable television channels B) e-mail C) cell phone content D) network television E) online social networks

12) Which type of retailer tends to be the most frequently shopped? A) convenience stores B) department stores C) superstores D) supermarkets E) off-price retailers

13) Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies. A) marketing; media B) media; sales C) narrowcasting; broadcasting D) broadcasting; narrowcasting E) advertising; word-of-mouth

13) What is a potential problem associated with comparative advertising? A) Consumers confuse the positive and negative aspects of the brands involved in the ad war. B) Competitors develop new and improved products in an attempt to win the advertising contest. C) Consumers are bombarded with competing ads, which cause them to leave the market completely. D) Competitors respond with their own ads, which often result in negative publicity for both brands. E) Consumers alternate between competing products and never develop brand loyalties.

14) A product in the maturity stage will often require ________ advertising. A) informative B) comparative C) persuasive D) reminder E) cooperative

14) Which type of store is much larger than regular supermarkets and offers a large assortment of routinely purchased food products, nonfood items, and services? A) category killer B) chain C) factory outlet D) superstore E) off-price

2) In recent years, ________ has been growing fast. This includes selling to final consumers through direct mail, catalogs, telephone, and the Internet. A) social marketing B) shopper marketing C) franchising D) nonstore retailing E) e-commerce

21) Which of the following is NOT one of the main types of off-price retailers? A) independents B) factory outlets C) warehouse clubs D) category killers E) membership warehouses

22) Today, marketers are moving toward viewing communications as managing the ________ over time. A) advertising agency B) nonpersonal communication channels C) word-of-mouth influence D) customer relationship E) product life cycle

22) ________, which buy at less-than-regular wholesale prices and charge consumers less than retail, are independently owned and run or are divisions of larger retail corporations. A) Discount stores B) Warehouse clubs C) Superstores D) Independent off-price retailers E) Full-service retailers

23) The Internet, video on demand (VOD), and DVD rentals present which of the following problems for marketers? A) Consumers are watching less television. B) Consumers cannot focus on specific messages due to advertising clutter. C) Audiences are less interested in media consumption. D) Consumers have more choices about what to watch or not watch. E) Television advertising is becoming more expensive.

23) Using integrated marketing communications, the communications process should start with ________. A) an advertising strategy B) the competitive-parity method C) public relations D) an audit of all potential customer touch points E) publicity

26) The receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________. A) disencoding B) feedback C) acknowledgement D) decoding E) response

29) Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals. A) consumer trends B) competitors' weaknesses C) competitors' strengths D) customer benefits E) consumer emotions

32) A retailer may fail because it tries to provide "something for everyone" and ends up satisfying no market well. Successful retailers ________ their target markets well and position themselves strongly. A) increase B) franchise C) wholesale D) define E) position

35) Which message execution style focuses on the company's skill and knowledge in making the product? A) endorsement B) scientific evidence C) slice of life D) technical expertise E) testimonial evidence

38) In the model of buyer-readiness stages, the first stage is ________. A) preference B) knowledge C) liking D) awareness E) insistence

39) All of the following are strategies a marketer would use to lead consumers into making the final step toward a purchase EXCEPT which one? A) offer special promotional prices B) offer add-on features C) offer premiums D) use extensive "teaser" advertising E) offer rebates

4) Reach, frequency, and impact are all ________ made when developing an advertising program. A) sales objectives B) budget decisions C) message decisions D) media decisions E) advertising evaluations

4) Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? A) sales promotion B) personal selling C) direct marketing D) public relations E) advertising

4) ________ such as Sears provide more sales assistance because they carry more shopping goods about which customers need information. Their increased operating costs result in higher prices. A) Self-service retailers B) Full-service retailers C) Off-price retailers D) Limited-service retailers E) Specialty-service retailers

40) ________ were the main form of retail cluster until the 1950s. A) Department stores B) Discount stores C) Independent off-price retailers D) Central business districts E) Independent stores

42) A ________ contains from 40 to 200 stores, is like a covered mini-downtown, and attracts customers from a wide area. A) community shopping center B) neighborhood shopping center C) strip mall D) regional shopping center E) power center

44) All of the following are major steps in advertising media selection EXCEPT ________. A) deciding on reach, frequency, and impact B) choosing among major media types C) selecting specific media vehicles D) deciding on format elements E) choosing media timing

46) Which of the following represent(s) a two-sided message? A) Listerine tastes bad twice a day. B) Heinz Ketchup is slow good. C) Etonic athletic shoes are built so you can last. D) A and B E) none of the above

47) In designing the message structure, marketers must decide whether to present the ________ arguments first or last in a message. A) emotional B) structural C) moral D) strongest E) scientific

48) Of the following, which is most difficult for advertisers to measure? A) reach B) frequency C) click-through rates D) media engagement E) media impact

52) You are looking to advertise your new product, and you want good mass marketing coverage and low cost per exposure. You should choose ________ as your advertising media. A) newspaper B) radio C) outdoor D) television E) direct mail

55) Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies. A) marketing; personal selling B) advertising; public relations C) narrowcasting; broadcasting D) broadcasting; narrowcasting E) public relations; advertising

58) When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Maxim, the planner is evaluating the media vehicle's ________. A) audience engagement B) editorial quality C) market coverage D) audience quality E) cost per exposure

60) Perhaps the most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals. A) percentage-of-sales B) affordable C) competitive-parity D) objective-and-task E) exponential smoothing

61) Which of the following is NOT one of a wholesaler's channel functions? A) financing B) risk bearing C) providing market information D) off-price retailing E) bulk-breaking

62) Which wholesaler's channel function is demonstrated when a wholesaler reduces inventory holding costs and risks to suppliers and customers? A) financing B) transporting C) buying and assortment building D) warehousing E) bulk breaking

63) One way to measure the ________ effects of advertising is to ________ past sales and past advertising expenditures. A) communication; average B) promotion; analyze C) communication; identify D) sales; compare E) sales; combine

64) Which of the following is NOT one of the major classifications of wholesalers? A) merchant wholesalers B) agents C) manufacturers' sales branches and offices D) specialty wholesalers E) brokers

65) "Buy it now" is the message of ________. A) personal selling B) advertising C) a nonpersonal communication channel D) sales promotion E) publicity

65) ________ are the largest group of wholesalers. The group can be divided into the two broad types of full-service and limited-service. A) Brokers B) Manufacturer sellers C) Agents D) Merchant wholesalers E) Specialty wholesalers

66) In order to ________, wholesalers can propose automatic reordering systems, set up management-training and advising systems, or even sponsor a voluntary chain. A) define their target markets B) identify more profitable customers C) determine product and service assortments D) build better relationships with customers E) negotiate pricing

66) ________ consists of strong short-term incentives that invite and reward quick responses from customers. A) A patronage reward B) A segmented promotion C) Advertising D) Sales promotion E) Publicity

68) Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? A) sales promotion B) personal selling C) direct marketing D) public relations E) advertising

69) Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________. A) direct marketing B) press relations C) press agencies D) public relations E) sales promotion

71) When nonprofit organizations need financial or volunteer support, they often turn to public relations experts to help them in the area of ________. A) public affairs B) press relations C) investor relations D) development E) lobbying

71) Which type of limited-service wholesaler is owned by farmers who assemble farm produce to sell in local markets? A) cash-and-carry wholesaler B) drop shipper C) rack jobber D) producer's cooperative E) truck jobber

72) Trade associations have used ________ to rebuild interest in declining commodities such as eggs, pork, and milk. A) lobbying B) development C) investor relations D) public relations E) niche marketing

74) A company's salespeople should always follow the rules of ________. A) high-pressure selling B) societal marketing C) competition D) fair competition E) cooling-down

74) Logos, uniforms, brochures, and company trucks are all examples of ________ that can be used to help a company create a visual image for the public. A) direct marketing B) social marketing C) public service activities D) corporate identity materials E) buzz marketing materials

76) GameStop sells video games and systems, offering a narrow product line with a deep assortment within that line. GameStop is a(n) ________. A) department store B) convenience store C) category killer D) specialty store E) off-price retailer

76) Quaker Oats has been selling oatmeal for many years and is a trusted leader in the oatmeal market. What will be the most likely objective of advertisements for a new flavor of oatmeal being introduced by Quaker Oats? A) build a company image B) encourage customers to switch brands C) correct false impressions D) maintain customer relationships E) change customer perceptions

8) Which of the following is an objective of informative advertising? A) build brand preference B) change customer perceptions of brand value C) encourage customers to switch brands D) suggest new uses for a product E) keep brand in customer minds during off-seasons

81) In the communication process, an actual HP printer/fax machine advertisement is called ________. A) encoding B) decoding C) noise D) the message E) the medium

82) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, the sender of this message is ________. A) Melina Kanakaredes B) Ladies' Home Journal C) readers who redeem the $1-off coupon D) Maybelline E) the target market to whom Melina Kanakaredes appeals

83) Which of the following describes a way that Costco and Walmart are similar? A) Both are warehouse clubs. B) Both target the same affluent market. C) Both offer a similar assortment of products. D) Both use everyday low pricing. E) Both market a very limited number of generic-priced food, household, and apparel lines.

85) The Home Depot entered the market as a store for professional and amateur plumbers, electricians, and carpenters. Then it introduced its garden centers. Next came its home design center that provides help with all kinds of interior decorating problems. Now it is enlarging its garden centers and hiring knowledgeable gardeners to staff these centers. The addition of more amenities and greater assortment can be best explained by which of the following? A) the interconnectedness of the retail life cycle B) the trend toward disintermediation C) the success of off-price retailers D) the wheel-of-retailing hypothesis E) the 80/20 rule of retailing

86) An example of a(n) ________ appeal is the Salvation Army appeal, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing." A) emotional B) awareness C) rational D) moral E) standard

95) Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient? A) a Facebook page for the college B) local newspapers ads throughout the state C) radio ads throughout the state D) a direct mail piece sent to selected students E) billboards throughout the state

97) Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives? A) Public relations departments are typically large divisions within corporations. B) The time and costs associated with public relations can be prohibitive. C) Public relations specialists lack the skills necessary to work with marketing experts. D) Many public relations professionals see their jobs as communicating, not necessarily brand building. E) The public relations department only wants to handle stockholders, employees, and government officials.

2) A ________ is an individual acting on behalf of a company who performs one or more of the following activities: prospecting, communicating, servicing, and information gathering. A) press agent B) media planner C) marketing director D) salesperson E) publicist Answer

D Diff: 1 Page Ref: 465 Skill: Concept Objective

16-3 45) The salesperson meets the customer for the first time in the ________ step of the selling process. A) prospecting B) qualifying C) preapproach D) approach E) presentation Answer

D Diff: 1 Page Ref: 479 Skill: Concept Objective

16-3 52) Salespeople should be trained to recognize ________ signals from the buyer, which can include physical actions such as leaning forward and nodding or asking questions about prices and credit terms. A) qualifying B) approach C) objection D) closing E) follow-up Answer

D Diff: 1 Page Ref: 480 AACSB: Communication Abilities Skill: Concept Objective

16-3 56) A ________ is a short-term incentive used to encourage the immediate purchase of a product or service. A) sponsorship B) press release C) bonus D) sales promotion E) publicity stunt Answer

D Diff: 1 Page Ref: 481 Skill: Concept Objective

16-4 66) A ________ has the advertiser's name on it and is given as a gift to consumers. A) sample B) price pack C) cents-off deal D) promotional product E) sweepstake Answer

D Diff: 1 Page Ref: 484 Skill: Concept Objective

16-4 69) Marathons, concerts, and festivals with corporate sponsors are examples of ________. A) point-of-purchase promotions B) business promotions C) trade promotions D) event marketing E) personal selling Answer

D Diff: 1 Page Ref: 486 Skill: Concept Objective

4) Whom do members of a sales force typically represent? A) They represent the company to customers. B) They represent the company to investors. C) They represent the customer to the company. D) A and C E) all of the above Answer

D Diff: 2 Page Ref: 466 Skill: Concept Objective

16-2 8) All of the following are considered advantages of a territorial sales force structure EXCEPT ________. A) travel expenses can be minimized B) each salesperson's job is clearly defined C) accountability is clearly defined for each salesperson D) salespeople develop in-depth knowledge of a product line E) salespeople have the opportunity and incentive to build strong relationships with customers Answer

D Diff: 2 Page Ref: 468 Skill: Concept Objective

16-2 78) Morrill Motors splits the United States into 10 sales regions. Within each of those regions, the company maintains two sales teamsone for existing customers and one for prospects. What type of sales force structure does Morrill Motors use? A) territorial B) product C) customer D) complex E) workload Answer

D Diff: 2 Page Ref: 469 AACSB: Analytic Skills Skill: Application Objective

16-2 19) All of the following are problems associated with the poor selection of salespeople EXCEPT ________. A) lower sales B) costly turnover C) less productivity D) less office support E) disrupted customer relationships Answer

D Diff: 2 Page Ref: 472 Skill: Concept Objective

16-2 22) The purpose of a training program for salespeople is to teach them about all of the following EXCEPT ________. A) customers' buying habits B) customers' buying motives C) the company's main competitors D) the company retirement benefits E) the company's organizational structure Answer

D Diff: 2 Page Ref: 473 Skill: Concept Objective

16-2 25) All of the following are basic types of compensation plan for salespeople EXCEPT ________. A) straight commission B) straight salary C) salary plus commission D) commission plus bonus E) salary plus bonus Answer

D Diff: 2 Page Ref: 474 Skill: Concept Objective

16-3 43) During the prospecting stage, a salesperson needs to discriminate between good leads and poor leads, a process known as ________. A) closing B) referring C) presenting D) qualifying E) approaching Answer

D Diff: 2 Page Ref: 478 Skill: Concept Objective

16-3 51) The step of ________ is difficult for some salespeople because they lack confidence, feel guilty about asking for an order, or may not recognize the right time to ask for an order. A) approaching the prospect B) making a presentation C) handling objections D) closing the sale E) following up Answer

D Diff: 2 Page Ref: 480 Skill: Concept Objective

16-4 60) Sellers use trade promotions for all of the following reasons EXCEPT to ________. A) encourage retailers to carry more inventory B) convince retailers to advertise the product C) gain more shelf space for the product D) encourage salespeople to sign up new accounts E) persuade retailers to buy products in advance Answer

D Diff: 2 Page Ref: 482 Skill: Concept Objective

16-4 63) Which consumer promotion tool requires consumers to send a proof of purchase to the manufacturer? A) cents-off deals B) coupons C) samples D) cash refunds E) promotional products Answer

D Diff: 2 Page Ref: 484 Skill: Concept Objective

16-2 9) Which of the following is NOT a disadvantage of a product sales force structure? A) extra selling costs involved with multiple sales visits from separate divisions B) overlapping use of resources with big customers C) salespeople spending time to see the same customer's purchasing agents D) increased customer delivery time E) B and C Answer

D Diff: 3 Page Ref: 469 Skill: Concept Objective

16-2 79) J&M Manufacturing has 2,000 Type-A accounts, each requiring 35 calls per year, and 1,000 Type-B accounts, each requiring 15 calls per year. What is the sales force's workload? A) 15,000 calls B) 35,000 calls C) 70,000 calls D) 85,000 calls E) 95,000 calls Answer

D Diff: 3 Page Ref: 470 AACSB: Reflective Thinking Skills Skill: Application Objective

16-2 30) Companies are always looking for ways to increase face-to-face selling time. All of the following are ways to accomplish this goal EXCEPT ________. A) using phones and video conferencing instead of traveling B) simplifying record keeping and other administrative tasks C) developing better sales-call and routing plans D) reducing the number of customers each sales rep must visit E) supplying more and better customer information Answer

D Diff: 3 Page Ref: 474 Skill: Concept Objective

16-4 58) The rapid growth of sales promotions in consumer markets is most likely the result of all of the following factors EXCEPT ________. A) consumers and large retailers becoming more deal oriented B) product managers facing pressure to increase current sales C) competing brands attempting to differentiate from each other D) declining advertising costs E) advertising efficiency on the decline because of media clutter Answer

D Diff: 3 Page Ref: 477-478 Skill: Concept Objective

16-3 49) A salesperson should seek out, clarify, and overcome any customer objections during the sales presentation in order to ________. A) offer the buyer a discount for placing an order B) minimize the buyer's concerns about the product C) compliment the buyer for mentioning the objections D) turn the objections into reasons for buying E) turn the objections into an opportunity for humor Answer

D Diff: 3 Page Ref: 480 Skill: Concept Objective

16-4 75) Which of the following questions would be the best one to help a marketer evaluate the return on a sales promotion investment? A) Did the promotion run too long or too short? B) Did customers enjoy the events associated with the promotion? C) Did customers search the promotion's Web site for additional product information? D) Did the promotion increase purchases from current customers or attract new customers? E) Did the distribution of the promotional information match consumer expectations and needs? Answer

D Diff: 3 Page Ref: 488 Skill: Concept Objective

19) Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________. A) equal portions of the advertising budget B) independent communications directors C) separate marketing objectives D) the same target audience E) the same message, look, and feel

11) ________ advertising becomes more important as competition increases. The company's objective is to build selective demand. A) Reminder-oriented B) Informative C) POP promotion D) Patronage E) Persuasive

16) All of the following require high advertising budgets EXCEPT ________. A) products in competitive markets B) undifferentiated brands C) new products D) low-share brands E) mature brands

16) Service retailers include all of the following EXCEPT ________. A) hotels and motels B) airlines C) movie theaters D) bowling alleys E) convenience stores

21) Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________. A) indirect marketing B) competitive parity C) humor in advertisements D) branded entertainment E) media planning

22) To be successful, an advertisement must ________. A) guarantee the highest quality product B) offer the highest quality service C) reach consumers frequently D) promise the lowest market price E) gain the attention of consumers

27) Branded Coca-Cola cups have been prominently featured on episodes of American Idol. This is an example of ________. A) advertising B) sponsorship C) consumer-generated messages D) sales promotion E) product placement

37) The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising campaigns. A) brand names B) creative endorsements C) fantasy figures D) celebrity spokespeople E) personality symbols

37) The six buyer-readiness stages include all of the following EXCEPT ________. A) awareness B) knowledge C) conviction D) liking E) hesitation

43) How can consumer-generated ads benefit companies and their products? A) Consumers trust the opinions of people similar to themselves. B) Viewers find user-generated advertisements more humorous than professional ads. C) Consumer criticism of a competitor's product is believable and valuable. D) Viewers enjoy participating in product contests and being in commercials. E) Consumers become engaged in the product and consider its value in their lives.

48) A marketer is making decisions about the headline, copy, illustration, and colors for a print ad. The marketer is making decisions about the ________. A) message structure B) message content C) message medium D) message channel E) message format

57) Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising. A) integrated B) moving-average C) competitive-parity D) percentage-of-sales E) affordable

70) Which of the following functions is LEAST likely to be performed by a public relations department? A) product publicity B) development C) public affairs D) investor relations E) media vehicle selection

74) Savvy wholesalers realize that their only reason for existence comes from increasing the efficiency and effectiveness of the ________. A) retailer B) industry C) distribution system D) end customer E) entire marketing channel

80) In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals. A) rational B) emotional C) believable D) entertainment E) distinctive

84) When Maxwell House shows one of its buyers carefully selecting coffee beans, which type of execution style is being used? A) mood or image B) fantasy C) personality symbol D) musical E) technical expertise

85) When a pharmaceutical ad includes a world-renowned heart surgeon describing the benefits of the medication, which type of execution style is being used? A) mood or image B) fantasy C) personality symbol D) musical E) technical expertise

87) Carey David's wholesale company helps retailers train salesclerks, improve store layouts and displays, and set up inventory control systems. The channel function Cary David provides is ________. A) buying and assortment building B) selling and promotion services C) risk bearing services D) marketing information E) management services and advice

90) ABC Advertising Agency was recently hired to create an advertising campaign for a local water park. Since the park is only open during the spring and summer months, ________ plays a major role in the firm's decision about scheduling advertisements. A) media vehicles B) continuity C) audience quality D) audience engagement E) media timing

92) Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________. A) word-of-mouth influence B) public relations C) buzz marketing D) a push strategy E) a pull strategy

92) The National Pork Board developed the very successful "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage consumers to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign? A) influence government regulations on pork B) gain financial support for pork producers C) create newsworthy information about pork D) maintain relationships with pork producers E) build up a positive image for pork

93) SuperValu, traditionally classified as a food wholesaler, has recently started or acquired several retail food chains of its own, including Albertsons, Jewel-Osco, and Cub Foods. Which of the following trends is this an example of? A) movement toward self-service retailing B) the growing domination of superstores C) the decline of the voluntary chain D) retail convergence E) the blurring of distinctions between retailers and wholesalers

98) A maker of vitamin drinks wants to compete with the leading brands in the category and has decided to use a heavy push strategy, putting most of the brand's marketing budget into trade and consumer sales promotion. Which of the following is a potential disadvantage of this approach? A) A new marketing communications model is quickly replacing mass marketing. B) Mass media campaigns are increasingly more expensive. C) It may be difficult to identify meaningful product differences in advertising. D) Retail giants may be reluctant to respond to the strategy. E) The strategy may spark a spiral of price-slashing that will undercut the brand's future for short-term gains.

16-3 54) Which step in the sales process is most focused on ensuring customer satisfaction and repeat business? A) proper approach B) professional presentation C) handling objections D) qualifying prospects E) follow-up Answer

E Diff: 1 Page Ref: 480 Skill: Concept Objective

16-1 94) At Finley's Fine Goods, members of the sales force and marketing department tend to have disagreements when things go wrong with a customer. The marketers blame the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with the customer. Which of the following steps should upper-level management at Finley's Fine Goods take to help bring the sales and marketing functions closer together? A) establish a customer sales force structure B) establish a complex sales force structure C) appoint a new sales force manager D) adopt a sales force automation system E) appoint a marketing executive to oversee both marketing and sales Answer

E Diff: 2 Page Ref: 466 AACSB: Reflective Thinking Skills Skill: Critical Thinking Objective

16-2 82) You are applying for a position with the inside sales force at Carson Medical Sales. If you earn the job, you will most likely be expected to perform all of the following tasks EXCEPT ________. A) confirm appointments for outside salespeople B) use the Internet to qualify prospects C) use the telephone to find new leads D) follow up on product deliveries E) travel to visit customers Answer

E Diff: 2 Page Ref: 470 AACSB: Analytic Skills Skill: Application Objective

16-2 81) East Bay Communications has increased its inside sales force. This will help East Bay in all EXCEPT which one of the following ways? A) East Bay salespeople will have more time to sell to major accounts. B) East Bay salespeople will have more time to find major new prospects. C) East Bay salespeople will have more time to provide after-the-sale customer service. D) East Bay customers will have questions answered in a timely manner. E) East Bay customers will have full access to sales automation technology. Answer

E Diff: 2 Page Ref: 470 AACSB: Reflective Thinking Skills Skill: Application Objective

16-2 15) A sales assistant working for an outside sales force will most likely have all of the following duties EXCEPT ________. A) answering customer's questions when a salesperson is unavailable B) providing administrative backup C) confirming appointments D) following up on deliveries E) determining price points Answer

E Diff: 2 Page Ref: 470 Skill: Concept Objective

16-2 23) Which of the following is a primary reason that companies use e-learning to conduct sales training programs? A) Customer needs and habits are easily conveyed through e-learning. B) Customers appreciate the flexibility of e-learning. C) E-learning allows for more employee feedback. D) E-learning is the best way to simulate sales calls. E) E-learning cuts training costs. Answer

E Diff: 2 Page Ref: 473 AACSB: Use of Information Technology Skill: Concept Objective

16-3 53) Which of the following is NOT a closing technique? A) asking for the order B) reviewing points of agreement C) offering to help write up the order D) explaining that the buyer will lose out if the order isn't placed now E) asking the buyer to clarify any objections Answer

E Diff: 2 Page Ref: 480 Skill: Concept Objective

16-4 89) Monty Boyd travels frequently on West Coast Airlines for his job as an account manager. Monty earns points for every mile he flies, and he will soon have enough points to receive a free airline ticket. West Coast Airlines is building a customer relationship with Monty using which of the following? A) publicity B) POP reward C) premium reward D) sweepstakes program E) frequency marketing program Answer

E Diff: 2 Page Ref: 483 AACSB: Analytic Skills Skill: Application Objective

16-4 90) Toro ran a clever preseason promotion on some of its snow blower models, offering some money back if the snowfall in the buyer's market area turned out to be below average. This is an example of a(n) ________. A) advertising specialty B) premium pack C) sweepstakes D) price pack E) rebate Answer

E Diff: 2 Page Ref: 484 AACSB: Analytic Skills Skill: Application Objective

16-4 92) Kirk Wilkins renewed his cell phone contract with Zip Wireless and purchased a new cell phone through the Zip Web site. If Kirk mails Zip his phone receipt, proof of purchase, and a completed form, he will receive $50 in the mail. What type of sales promotion is being used by Zip? A) point of purchase B) advertising specialty C) premium D) price pack E) rebate Answer

E Diff: 2 Page Ref: 484 AACSB: Analytic Skills Skill: Application Objective

16-4 73) Business promotion tools are used for all of the following reasons EXCEPT to ________. A) generate business leads B) stimulate purchases C) reward customers D) motivate salespeople E) increase manufacturing Answer

E Diff: 2 Page Ref: 487 Skill: Concept Objective

16-4 76) Ultra-Tech, Inc. has decided to switch to a customer sales force structure. Which of the following advantages is the company now LEAST likely to enjoy? A) The company can become more customer-focused. B) The company can better serve different industries. C) The company can build closer relationships with important customers. D) The company can better serve current customers and find new customers. E) The company can expect salespeople to develop in-depth knowledge of numerous and complex product lines. Answer

E Diff: 3 Page Ref: 469 AACSB: Reflective Thinking Skills Skill: Application Objective

16-2 97) At Deck Decor, a manufacturer of outdoor furniture and accessories, the marketing and sales force objectives are to grow relationships with existing customers and to acquire new business. Which of the following compensation plans should management establish to encourage the sales force to pursue both of these objectives? A) straight salary B) straight commission C) salary plus bonus for new accounts D) commission plus bonus for new accounts E) salary plus commission plus bonus for new accounts Answer

E Diff: 3 Page Ref: 474 AACSB: Reflective Thinking Skills Skill: Critical Thinking Objective

16-2 31) Which of the following is an advantage created by the use of a sales force automation system? A) lower costs for training sales personnel B) increased motivation to acquire new customers C) decreased need for an inside sales force D) stronger organizational climate developed by the sales team E) more efficient scheduling of sales calls and sales presentations Answer

E Diff: 3 Page Ref: 475 AACSB: Use of Information Technology Skill: Concept Objective

16-2 38) Which of the following questions would provide management with the LEAST beneficial information regarding the performance of its sales force? A) Is the sales force meeting its profit objectives? B) Is the sales force working well with the marketing team? C) Are sales force costs in line with sales force outcomes? D) Is the sales force accomplishing its customer relationship objectives? E) Does the sales force complete its sales reports and expense reports in a timely manner? Answer

E Diff: 3 Page Ref: 477 Skill: Concept Objective

1) A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) direct marketing B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing

85) When a car maker wants to introduce a new model, it is most likely to begin with an extensive ________ advertising campaign to create name familiarity and interest. A) sales promotion B) competitive C) teaser D) moral appeal E) two-sided

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