Test 4
A group of people from a range of departments brought together by a firm to develop products and programs that satisfy the customer's needs is referred to as a ________ team. A) cross-functional B) partner relationship management (PRM) C) customer relationship management (CRM) D) missionary E) transactional
A
After salesperson Danny O'Reilly has made a sale, he asks his customer if she knows of anyone else who might also be interested in buying his products. Referrals such as these are one method used in ________. A) prospecting B) cold calling C) the preapproach D) qualifying E) completing follow-up
A
An ad agency's copywriters are part of the agency's ________. A) creative services B) account management C) marketing services D) editorial department E) media planning
A
Channels of distribution provide which of the following? A) time, place, and ownership utility B) promotion, product, and place utility C) time, place, and form utility D) promotion and form utility E) time and promotion utility
A
Conventional distribution channels consist of one or more ________ producers, wholesalers, and retailers. A) independent B) product-related C) contract D) merchant E) domestic
A
Producers benefit from using intermediaries because they ________. A) offer greater efficiency in making goods available to target markets B) bring a fresh point of view to strategy development C) eliminate risk D) are rarely backlogged with orders E) will store products indefinitely
A
Through ________, a firm outsources marketing activities to a community of users. A) crowdsourcing B) crowd-generated media C) inhouse marketing D) advertising agency contracts E) consumer-generated media
A
To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium, media planners use ________. A) cost per thousand (CPM) B) reach C) impressions D) gross rating points (GRPs) E) attitudinal measures
A
Which of the following is an example of a behavioral objective a sales manager might set for her sales force? A) Each salesperson must call on four customers each day. B) Each salesperson must increase his total sales by 10 percent. C) Each salesperson must increase his total profits by five percent. D) Each salesperson will work under a quota-bonus plan. E) Each salesperson must reduce her travel expenses by five percent.
A
Which of the following statements about a vertical marketing system (VMS) is true? A) A VMS is a channel in which there is cooperation among channel members at two or more different levels of the channel. B) Members of a VMS operate totally independently of one another outside of buying and selling one another's products. C) The three types of vertical marketing systems are independent, conventional, and customized. D) Channel conflict is a more serious problem in a vertical marketing system than in a conventional marketing system. E) Conventional marketing systems are more efficient than vertical marketing systems.
A
________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period. A) Reach B) Frequency C) Impression D) Exposure E) Gross rating
A
A trade show is a way for a company to do all of the following EXCEPT which one? A) distribute literature about its product B) pay a bonus to members of its salesforce C) give away sample products D) establish new business contacts E) showcase its new products in elaborate exhibits
B
A(n) ________ brings buyers and sellers together and facilitates transactions, typically charging a fee after a transaction is completed. A) cash-and-carry wholesaler B) broker C) retailer D) wholesaler E) commission merchant
B
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 ________ appeal. A) slice of life B) lifestyle C) fear D) testimonial E) straight-forward
B
At Boeing, salespeople work with company specialists, such as financial analysts, technical specialists, and engineers, to call on potential and current customers. This is an example of ________. A) territorial selling B) team selling C) professional selling D) industry specialization selling E) transactional selling
B
In which stage of the creative selling process would the salesperson say, "What quantity would you like to order?" A) preapproach B) close C) qualify D) handle objections E) follow-up
B
The "m" in m-commerce stands for ________. A) medium-oriented B) mobile C) message-oriented D) marketplace E) marketspace
B
Through a process of ________, traditional intermediaries are being eliminated as many companies question the value added by layers in the distribution channel. A) knowledge management B) disintermediation C) horizontal marketing D) vertical marketing E) hybrid marketing
B
What type of software links information between selling and buying firms? A) CRM (customer relationship management) B) PRM (partner relationship management) C) TQM (total quality management) D) database management E) account management
B
Which of the following types of sales promotions would NOT be offered to a final consumer? A) rebates B) push money C) bonus packs D) sweepstakes E) premiums
B
Wholesalers and retailers purchase large quantities of goods from manufacturers but sell only one or a few at a time to many different customers. This process is called ________. A) creating assortments B) breaking bulk C) third-party logistics D) order processing E) inventory control
B
A(n) ________ promotes the firm and tries to stimulate demand for a product but does not actually complete a sale. A) order taker B) order getter C) missionary salesperson D) relationship manager E) new-business manager
C
According to your text, sales managers rate which of the following skills as the single most important attribute they look for when hiring relationship salespeople? A) presentation skills B) technical skills C) listening skills D) questioning skills E) time management skills
C
Catalogs, brochures, and pamphlets are all examples of which type of marketing? A) direct mail B) catalog C) mail order D) personal E) m-commerce
C
Someone who orders a product through a catalog is responding to ________. A) place-based communication B) point of purchase selling C) direct marketing D) direct selling E) personal selling
C
The most common way for public relations specialists to communicate is through the use of ________. A) sponsorship B) lobbying C) press releases D) special events E) speech writing
C
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 addressed before the others? A) What percentage of the budget should be for U-Frame-It radio ads? B) Which type of media is most appropriate for U-Frame-It ads? C) What are the message objectives of U-Frame-It? D) How does U-Frame-It's competition advertise? E) What type of appeal will work best for U-Frame-It's products?
C
Which of the following is NOT an example of a specialized task that is typically performed to create an advertising campaign? A) creative services B) account management C) new product development D) research and marketing services E) media planning
C
Which of the following is most likely to force a manufacturer to pay a slotting allowance? A) a selling agent B) a merchandise broker C) a large retail chain D) a small retailer E) a rack jobber
C
Which of the following should be the first step of developing an advertising campaign? A) set the budget objectives B) establish the advertising message C) understand the target audience D) draft the creative brief E) select the execution format
C
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 flexibility. D) Radio prohibits the use of segmentation strategies. E) Radio is defined as a place-based medium.
C
Which of the following statements about relationship selling is true? A) Relationship selling primarily uses hard-sell tactics. B) A salesperson selling new tires to tourists who are stranded in his community will most likely use relationship selling. C) With relationship selling, the salesperson tries to develop a win-win relationship with customers. D) People who engage in relationship selling do not prospect for new customers. E) Relationship selling is a short-sighted approach.
C
Which type of distribution is used when the producer wants to place its products with more than one, but fewer than all, of the intermediaries who are willing to carry its products? A) exclusive B) intensive C) selective D) dual E) multiple
C
________ are messages that champion an issue or promote not-for-profit organizations that serve society in some way. A) Advocacy advertisements B) Product advertisements C) Public service advertisements D) Institutional advertisements E) Brand advertisements
C
________ is the execution format that depicts typical people using the product in an everyday setting. A) Lifestyle B) Fantasy C) Slice of life D) Testimonial E) Demonstration
C
You are looking to advertise your new product, and you want good mass-marketing coverage and low cost per exposure. You should go with ________ as your advertising medium. A) radio B) place-based media C) branded entertainment D) advergaming E) television
C (Unknown)
Frequency is which of the following? A) the total number of people who will be exposed to an ad placed in one media vehicle B) the percentage of people who will be exposed to an ad more than once C) the percentage of people who will be exposed to the media vehicle D) the number of times a person in the target group will be exposed to an ad E) the total number of ads in one advertising campaign
D
In which of the following situations would personal selling be the LEAST cost-effective choice? A) a manufacturer selling a line of running shoes to a chain of department stores B) an automobile dealer selling luxury cars C) a real estate agent selling a home D) a chain of supermarkets selling convenience products E) a computer systems firm selling hardware and software to a large business
D
The central idea of an ad is expressed in its ________. A) media vehicle B) media schedule C) reach D) advertising appeal E) message objective
D
Which of the following is NOT an advantage of a geographic sales force structure? A) Travel expenses can be minimized. B) Salespeople develop an in-depth understanding of their customers. C) Field expenses can be minimized. D) Salespeople develop in-depth knowledge of a product line. E) Salespeople are able to have frequent contact with their customers.
D
Which of the following is a media schedule of short, intense bursts alternating with periods of little to no activity? A) a continuous schedule B) sequencing C) segmenting D) flighting E) hard hitting
D
Which of the following is the best example of a direct channel? A) J&L Manufacturing Company sells drapery hardware to The Home Depot's Design Center, and the Design Center then sells it to consumers. B) Family Dollar Store sells modeling clay to school-age children. C) A wholesaler sells candy to convenience stores who then sell it to store patrons. D) Farmer Mintz sells corn to the Hughes household who will eat it for supper. E) A farmer in Colombia sells flowers to an international broker who makes sure the flowers reach consumers in the United States.
D
Which of the following is the most logical reason that many organizations rely heavily on personal selling? A) to make more efficient use of the promotional mix B) to quickly move a product to the maturity stage of the product life cycle C) to create consistent marketing communications D) to more effectively sell highly technical or very expensive products E) to decrease promotional expenditures
D
Which of the following is true of institutional advertising? A) It is also known as public-service advertising. B) It describes products as customer services. C) It is primarily used to support sales promotion activities. D) It promotes the activities or point of view of an organization. E) It is used only by non-profit and government organizations.
D
________ attempts to influence consumers while they are in the store by catching their attention with signs and showcased merchandise. A) Brand placement B) An incentive program C) A promotional product D) A point of purchase display E) A trade show
D
________ has the highest cost per contact with each customer. A) Direct marketing B) Advertising C) Mass marketing D) Personal selling E) Public relations
D
________ is a problem-solving process for getting an advertising message to a specific target audience in the most effective fashion. A) Pretesting B) Lobbying C) Media pulsing D) Media planning E) Sampling
D
A downside to ________ is that if used too frequently, consumers become conditioned to purchase the product only at the lower promotional price. A) promotional products B) a merchandising allowance C) contests D) premiums E) price-based consumer sales promotion
E
Brand placement in video games is referred to as ________. A) place-based advertising B) augmented reality C) captive advertising D) mobile advertising E) advergaming
E
Which of the following is true of advocacy advertising? A) It is also known as public-service advertising. B) It is primarily used to support sales promotion activities. C) It is used only for non-profit causes. D) It is intended to inform customers about a new product. E) It is intended to influence public opinion.
E
