Question 1

Which of the following is not a public relations tool?

Accepted Answer

A)  Press conference 
B)  News release 
C)  Sponsorship program 
D)  Trade show 
E)  Captioned photograph 
A)  Press conference 
B)  News release 
C)  Sponsorship program 
D)  Trade show 
E)  Captioned photograph

Question 2

How might an organization benefit from using publicity?

Accepted Answer

An organization can benefit from using p

Question 3

Sandy is a specialist in crude oil.She represents buyers or sellers and is generally hired on a temporary basis.She is known for her expertise in crude oil.Sandy in a (n) _____.

Accepted Answer

A)  agent 
B)  limited-line wholesaler 
C)  broker 
D)  commission merchant 
E)  full-service wholesaler 
A)  agent 
B)  limited-line wholesaler 
C)  broker 
D)  commission merchant 
E)  full-service wholesaler

Question 4

SME Ads Inc.(SME)
Steven Monahan owns SME Ads Inc., an advertising agency.At present, the company focuses on advertising only.However, Steven plans to expand the company's focus to include all the major elements of an organization's promotional mix.Steven feels that expanding the focus in such a way will allow the firm to meet customer needs in a more coordinated fashion.Currently, the firm organizes its work according to the media being used.Steven believes this is the most effective way to subdivide advertising.Since television is the most widely used advertising medium, the company spends most of its time on television advertising.SME knows what it takes to get the job done, and it is committed to success.
-Refer to SME Ads Inc.In developing the advertising campaign for a client, in which of the following steps should SME include the important selling points or features of the client's products?

Accepted Answer

A)  Identifying and analyzing the industry. 
B)  Defining the advertising objectives. 
C)  Creating the advertising platform. 
D)  Determining the advertising appropriation. 
E)  Developing the media plan. 
A)  Identifying and analyzing the industry. 
B)  Defining the advertising objectives. 
C)  Creating the advertising platform. 
D)  Determining the advertising appropriation. 
E)  Developing the media plan.

Question 5

Whirlpool Appliances would most likely use _____ distribution to sell its products.

Accepted Answer

A)  intensive 
B)  selective 
C)  patterned 
D)  exclusive 
E)  comprehensive 
A)  intensive 
B)  selective 
C)  patterned 
D)  exclusive 
E)  comprehensive

Question 6

Advertising that is used to sell a particular brand of product is known as _____.

Accepted Answer

A)  primary-demand advertising 
B)  direct-mail advertising 
C)  institutional advertising 
D)  selective-demand advertising 
E)  publicity 
A)  primary-demand advertising 
B)  direct-mail advertising 
C)  institutional advertising 
D)  selective-demand advertising 
E)  publicity

Question 7

How does an order getter differ from an order taker?

Accepted Answer

An order getter and an order taker are t

Question 8

Would the owner of a small retail grocery store be more likely to advertise Tuesday specials using radio or television? Why?

Accepted Answer

The owner of a small retail grocery stor

Question 9

Brenda is a real estate agent for Coldwell Banker.Whenever she works with a client, she focuses on obtaining leads for prospective clients who are friends or families of her current client.Brenda is acting in her capacity as a(n) _____.

Accepted Answer

A)  technical salesperson 
B)  missionary salesperson 
C)  order taker 
D)  order getter 
E)  sales support person 
A)  technical salesperson 
B)  missionary salesperson 
C)  order taker 
D)  order getter 
E)  sales support person

Question 10

Wal-Mart is working with its suppliers using tools such as electronic billing.Purchase order verification, bar-code technology, and the like to integrate data to improve overall performance.This is an example of _____.

Accepted Answer

A)  supply chain management 
B)  vertical marketing systems 
C)  horizontal marketing systems 
D)  contractual vertical marketing systems 
E)  intensive distribution 
A)  supply chain management 
B)  vertical marketing systems 
C)  horizontal marketing systems 
D)  contractual vertical marketing systems 
E)  intensive distribution

Question 11

R&P Inc.
R&P Inc.is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities.R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal.Another important route they would like to take is to learn more about the various types of sales promotion.Finally, management would like to focus more on publicity-based PR.By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign.
-Refer to R&P Inc.If the managers at R&P were interested in implementing the most widely used type of publicity, they should utilize which of the following?

Accepted Answer

A)  News release 
B)  Captioned photograph 
C)  Point-of-purchase display 
D)  Feature article 
E)  Press conference 
A)  News release 
B)  Captioned photograph 
C)  Point-of-purchase display 
D)  Feature article 
E)  Press conference

Question 12

The Rustic Market, a small antique shop, periodically runs advertisements in the local newspaper to keep its name before the public.This is known as ____ advertising.

Accepted Answer

A)  primary-demand 
B)  immediate-response 
C)  reminder 
D)  comparative 
E)  public relations 
A)  primary-demand 
B)  immediate-response 
C)  reminder 
D)  comparative 
E)  public relations

Question 13

When the United Way sends out brochures discussing the charitable activities and organizations it supports, it is using _____.

Accepted Answer

A)  media relations 
B)  promotion 
C)  integrated marketing communications 
D)  infomercials 
E)  solicitation 
A)  media relations 
B)  promotion 
C)  integrated marketing communications 
D)  infomercials 
E)  solicitation

Question 14

The Air Store, a retail outlet for fans and air conditioners, increased its advertising during the recent unusually hot summer days to encourage customers to make purchases quickly.This type of advertising is called ____ advertising.

Accepted Answer

A)  primary-demand 
B)  reminder 
C)  immediate-response 
D)  institutional 
E)  media-oriented 
A)  primary-demand 
B)  reminder 
C)  immediate-response 
D)  institutional 
E)  media-oriented

Question 15

Information about a company, its employees, or its products that is published or broadcast in the mass media free of charge is called _____.

Accepted Answer

A)  advertising 
B)  publicity 
C)  notoriety 
D)  promotion 
E)  personal selling 
A)  advertising 
B)  publicity 
C)  notoriety 
D)  promotion 
E)  personal selling

Question 16

If a company sends a representative to your home who tries to sell you a vacuum cleaner, this company is using _____.

Accepted Answer

A)  advertising 
B)  public relations 
C)  sales promotion 
D)  personal selling 
E)  integrated marketing communications 
A)  advertising 
B)  public relations 
C)  sales promotion 
D)  personal selling 
E)  integrated marketing communications

Question 17

You are in charge of advertising for a golf course in the Southwest.The owner of the course is convinced that once-a-week advertising in the local newspaper will be the most effective method.You feel obligated to warn him that newspaper advertising:

Accepted Answer

A)  has a short lead time because people usually read it and then discard it. 
B)  is one of the most expensive forms of advertising available. 
C)  is likely to reach people outside the golf course's market area. 
D)  is untimely and therefore unlikely to provide any benefit. 
E)  has become almost worthless with all advertising moving to the Internet. 
A)  has a short lead time because people usually read it and then discard it. 
B)  is one of the most expensive forms of advertising available. 
C)  is likely to reach people outside the golf course's market area. 
D)  is untimely and therefore unlikely to provide any benefit. 
E)  has become almost worthless with all advertising moving to the Internet.

Question 18

R&P Inc.
R&P Inc.is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities.R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal.Another important route they would like to take is to learn more about the various types of sales promotion.Finally, management would like to focus more on publicity-based PR.By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign.
-Refer to R&P Inc.If R& P management chose to return a portion of a product's purchase price as a sales promotion method, it would be referred to as which of the following?

Accepted Answer

A)  Sample 
B)  Rebate 
C)  Premium 
D)  Coupon 
E)  Direct mail 
A)  Sample 
B)  Rebate 
C)  Premium 
D)  Coupon 
E)  Direct mail

Question 19

Why is the concept of integrated marketing communications becoming more accepted?

Accepted Answer

The concept of integrated marketing comm

Question 20

Identify and describe the major types of retailers.

Accepted Answer

There are several major types of retaile

Which of the following is not a public relations tool?

How might an organization benefit from using publicity?

Sandy is a specialist in crude oil.She represents buyers or sellers and is generally hired on a temporary basis.She is known for her expertise in crude oil.Sandy in a (n) _____.

Whirlpool Appliances would most likely use _____ distribution to sell its products.

Advertising that is used to sell a particular brand of product is known as _____.

How does an order getter differ from an order taker?

Would the owner of a small retail grocery store be more likely to advertise Tuesday specials using radio or television? Why?

Brenda is a real estate agent for Coldwell Banker.Whenever she works with a client, she focuses on obtaining leads for prospective clients who are friends or families of her current client.Brenda is acting in her capacity as a(n) _____.

Wal-Mart is working with its suppliers using tools such as electronic billing.Purchase order verification, bar-code technology, and the like to integrate data to improve overall performance.This is an example of _____.

The Rustic Market, a small antique shop, periodically runs advertisements in the local newspaper to keep its name before the public.This is known as ____ advertising.

When the United Way sends out brochures discussing the charitable activities and organizations it supports, it is using _____.

The Air Store, a retail outlet for fans and air conditioners, increased its advertising during the recent unusually hot summer days to encourage customers to make purchases quickly.This type of advertising is called ____ advertising.

Information about a company, its employees, or its products that is published or broadcast in the mass media free of charge is called _____.

If a company sends a representative to your home who tries to sell you a vacuum cleaner, this company is using _____.

You are in charge of advertising for a golf course in the Southwest.The owner of the course is convinced that once-a-week advertising in the local newspaper will be the most effective method.You feel obligated to warn him that newspaper advertising:

Why is the concept of integrated marketing communications becoming more accepted?

Identify and describe the major types of retailers.

Exploring the World of Business and Economics

Being Ethical and Socially Responsible

Exploring Global Business

Choosing a Form of Business Ownership

Small Business, Entrepreneurship, and Franchises

Understanding the Management Process

Creating a Flexible Organization

Producing Quality Goods and Services

Attracting and Retaining the Best Employees

Motivating and Satisfying Employees and Teams

Building Customer Relationships Through Effective Marketing

Creating and Pricing Products That Satisfy Customers

Understanding Information and E-Business

Using Accounting Information

Mastering Financial Management

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Exam 13: Distributing and Promoting Products

Which of the following is not a public relations tool?

How might an organization benefit from using publicity?

Sandy is a specialist in crude oil.She represents buyers or sellers and is generally hired on a temporary basis.She is known for her expertise in crude oil.Sandy in a (n) _____.

Whirlpool Appliances would most likely use _____ distribution to sell its products.

Advertising that is used to sell a particular brand of product is known as _____.

How does an order getter differ from an order taker?

Would the owner of a small retail grocery store be more likely to advertise Tuesday specials using radio or television? Why?

Brenda is a real estate agent for Coldwell Banker.Whenever she works with a client, she focuses on obtaining leads for prospective clients who are friends or families of her current client.Brenda is acting in her capacity as a(n) _____.

Wal-Mart is working with its suppliers using tools such as electronic billing.Purchase order verification, bar-code technology, and the like to integrate data to improve overall performance.This is an example of _____.

The Rustic Market, a small antique shop, periodically runs advertisements in the local newspaper to keep its name before the public.This is known as ____ advertising.

When the United Way sends out brochures discussing the charitable activities and organizations it supports, it is using _____.

The Air Store, a retail outlet for fans and air conditioners, increased its advertising during the recent unusually hot summer days to encourage customers to make purchases quickly.This type of advertising is called ____ advertising.

Information about a company, its employees, or its products that is published or broadcast in the mass media free of charge is called _____.

If a company sends a representative to your home who tries to sell you a vacuum cleaner, this company is using _____.

You are in charge of advertising for a golf course in the Southwest.The owner of the course is convinced that once-a-week advertising in the local newspaper will be the most effective method.You feel obligated to warn him that newspaper advertising:

Why is the concept of integrated marketing communications becoming more accepted?

Identify and describe the major types of retailers.

Exploring the World of Business and Economics

Being Ethical and Socially Responsible

Exploring Global Business

Choosing a Form of Business Ownership

Small Business, Entrepreneurship, and Franchises

Understanding the Management Process

Creating a Flexible Organization

Producing Quality Goods and Services

Attracting and Retaining the Best Employees

Motivating and Satisfying Employees and Teams

Building Customer Relationships Through Effective Marketing

Creating and Pricing Products That Satisfy Customers

Understanding Information and E-Business

Using Accounting Information

Mastering Financial Management

Filters