Question 1

Sampling is considered a

Accepted Answer

A)  consumer sales promotion. 
B)  trade promotion. 
C)  public relation marketing. 
D)  promotional allowance. 
A)  consumer sales promotion. 
B)  trade promotion. 
C)  public relation marketing. 
D)  promotional allowance. A

Question 2

Which form of advertising is designed to build the general reputation of the organization and create goodwill toward the company and its brands?

Accepted Answer

A)  Public relations 
B)  Institutional advertising 
C)  Traditional advertising 
D)  Competitive advertising 
A)  Public relations 
B)  Institutional advertising 
C)  Traditional advertising 
D)  Competitive advertising B

Question 3

When is mobile direct marketing most effective?

Accepted Answer

A)  When the marketer utilizes a local area code in the caller ID. 
B)  When the marketer ties customer preferences to location and time. 
C)  When the marketer utilizes autodial technology to maximize customer contacts. 
D)  All of these. 
A)  When the marketer utilizes a local area code in the caller ID. 
B)  When the marketer ties customer preferences to location and time. 
C)  When the marketer utilizes autodial technology to maximize customer contacts. 
D)  All of these. B

Question 4

With what does a properly planned and executed IMC strategy begin?

Accepted Answer

A)  Promotion mix 
B)  Overall marketing or brand strategy 
C)  Promotion and communications strategy 
D)  Brand messaging strategy 
A)  Promotion mix 
B)  Overall marketing or brand strategy 
C)  Promotion and communications strategy 
D)  Brand messaging strategy

Question 5

The process of transitioning from customer objections to closing the sale often involves

Accepted Answer

A)  scheduling a follow-up meeting. 
B)  presenting a formal purchase order for signature. 
C)  specifying a time frame for making the decision. 
D)  using trial closes. 
A)  scheduling a follow-up meeting. 
B)  presenting a formal purchase order for signature. 
C)  specifying a time frame for making the decision. 
D)  using trial closes.

Question 6

Public relations encompasses which of the following?

Accepted Answer

A)  Determining stakeholder attitudes and fostering understanding between stakeholders and the organization 
B)  Continuous and ongoing crisis management 
C)  The organization's general life as a citizen of the communities in which it operates 
D)  All of these 
A)  Determining stakeholder attitudes and fostering understanding between stakeholders and the organization 
B)  Continuous and ongoing crisis management 
C)  The organization's general life as a citizen of the communities in which it operates 
D)  All of these

Question 7

Which has added greatly to the complexity of the promotion function?

Accepted Answer

A)  The introduction of cable TV channels. 
B)  The decline in readership among magazines and newspapers. 
C)  Integrating digital communication with more traditional channels. 
D)  The new trend toward Integrated Marketing Communications. 
A)  The introduction of cable TV channels. 
B)  The decline in readership among magazines and newspapers. 
C)  Integrating digital communication with more traditional channels. 
D)  The new trend toward Integrated Marketing Communications.

Question 8

Which approach would you consider a sales representative at a jewelry store to take?

Accepted Answer

A)  Personal selling 
B)  Direct marketing 
C)  Personalized promotion 
D)  Public relations 
A)  Personal selling 
B)  Direct marketing 
C)  Personalized promotion 
D)  Public relations

Question 9

Advertising that stimulates primary demand when product categories are new

Accepted Answer

A)  occurs early in the PLC. 
B)  has a goal of promoting the category versus the brand. 
C)  is called pioneering advertising. 
D)  All of these 
A)  occurs early in the PLC. 
B)  has a goal of promoting the category versus the brand. 
C)  is called pioneering advertising. 
D)  All of these

Question 10

Why is it hard to link sales to advertising?

Accepted Answer

A)  Other factors affect sales 
B)  Sales are based on assumptions 
C)  Advertising is expensive and hard to quantify 
D)  Product orders are turned in 
A)  Other factors affect sales 
B)  Sales are based on assumptions 
C)  Advertising is expensive and hard to quantify 
D)  Product orders are turned in

Question 11

A paid, nonpersonal communication by a sponsor to an audience is

Accepted Answer

A)  advertising. 
B)  institutional advertising. 
C)  corporate image advertising. 
D)  product advertising. 
A)  advertising. 
B)  institutional advertising. 
C)  corporate image advertising. 
D)  product advertising.

Question 12

Contest entries, website hits, and social media likes are examples of

Accepted Answer

A)  communications objectives. 
B)  digital objectives. 
C)  non-sales behavioral objectives. 
D)  non-promotional objectives. 
A)  communications objectives. 
B)  digital objectives. 
C)  non-sales behavioral objectives. 
D)  non-promotional objectives.

Question 13

How many promotional budget-setting methods are there?

Accepted Answer

A)  2 
B)  4 
C)  5 
D)  6 
A)  2 
B)  4 
C)  5 
D)  6

Question 14

The most important determinant of a mobile promotion is

Accepted Answer

A)  autodial technology. 
B)  the timing of the call. 
C)  Relevance. 
D)  using text versus voice. 
A)  autodial technology. 
B)  the timing of the call. 
C)  Relevance. 
D)  using text versus voice.

Question 15

Any selling activity that involves direct interaction between a buyer and seller is

Accepted Answer

A)  personal selling. 
B)  adaptive selling. 
C)  direct marketing. 
D)  communication. 
A)  personal selling. 
B)  adaptive selling. 
C)  direct marketing. 
D)  communication.

Question 16

What is a potential negative consequence of salespeople having a boundary spanning job?

Accepted Answer

A)  The job is not routine and can vary markedly from day to day. 
B)  They may develop divided loyalties between their company and their customers. 
C)  They must learn many skills and apply them in constantly changing circumstances. 
D)  The job requires great flexibility, adaptability and innovativeness. 
A)  The job is not routine and can vary markedly from day to day. 
B)  They may develop divided loyalties between their company and their customers. 
C)  They must learn many skills and apply them in constantly changing circumstances. 
D)  The job requires great flexibility, adaptability and innovativeness.

Question 17

Which is NOT a group tool?

Accepted Answer

A)  Direct Marketing 
B)  Advertising 
C)  Sales promotions 
D)  Public relations 
A)  Direct Marketing 
B)  Advertising 
C)  Sales promotions 
D)  Public relations

Question 18

Why should competitive advertising be used carefully?

Accepted Answer

A)  It reminds the target market of the competitor and their offerings. 
B)  It can backfire if potential customers see the comparisons as unnecessary or unfair. 
C)  It can result in competitors responding with negative claims about a firm. 
D)  All of these 
A)  It reminds the target market of the competitor and their offerings. 
B)  It can backfire if potential customers see the comparisons as unnecessary or unfair. 
C)  It can result in competitors responding with negative claims about a firm. 
D)  All of these

Question 19

How can coupons be most effectively utilized as part of a direct marketing campaign?

Accepted Answer

A)  They can be tied to individual consumer behavior. 
B)  They can be included as part of a direct mail package to increase responsiveness. 
C)  They can improve generating trial on new product introductions. 
D)  They can aid in new customer acquisition. 
A)  They can be tied to individual consumer behavior. 
B)  They can be included as part of a direct mail package to increase responsiveness. 
C)  They can improve generating trial on new product introductions. 
D)  They can aid in new customer acquisition.

Question 20

Which promotional budget-setting method is used after sales occur?

Accepted Answer

A)  Intuition and instinct 
B)  Percent of sales 
C)  Competitive responses 
D)  Objective and task 
A)  Intuition and instinct 
B)  Percent of sales 
C)  Competitive responses 
D)  Objective and task

Sampling is considered a

Which form of advertising is designed to build the general reputation of the organization and create goodwill toward the company and its brands?

When is mobile direct marketing most effective?

With what does a properly planned and executed IMC strategy begin?

The process of transitioning from customer objections to closing the sale often involves

Public relations encompasses which of the following?

Which has added greatly to the complexity of the promotion function?

Which approach would you consider a sales representative at a jewelry store to take?

Advertising that stimulates primary demand when product categories are new

Why is it hard to link sales to advertising?

A paid, nonpersonal communication by a sponsor to an audience is

Contest entries, website hits, and social media likes are examples of

How many promotional budget-setting methods are there?

The most important determinant of a mobile promotion is

Any selling activity that involves direct interaction between a buyer and seller is

What is a potential negative consequence of salespeople having a boundary spanning job?

Which is NOT a group tool?

Why should competitive advertising be used carefully?

How can coupons be most effectively utilized as part of a direct marketing campaign?

Which promotional budget-setting method is used after sales occur?

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Segmentation, Targeting, and Positioning

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Encouraging Participation to Connect With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters

Exam 11: Promoting to Communicate With Customers

Sampling is considered a

Which form of advertising is designed to build the general reputation of the organization and create goodwill toward the company and its brands?

When is mobile direct marketing most effective?

With what does a properly planned and executed IMC strategy begin?

The process of transitioning from customer objections to closing the sale often involves

Public relations encompasses which of the following?

Which has added greatly to the complexity of the promotion function?

Which approach would you consider a sales representative at a jewelry store to take?

Advertising that stimulates primary demand when product categories are new

Why is it hard to link sales to advertising?

A paid, nonpersonal communication by a sponsor to an audience is

Contest entries, website hits, and social media likes are examples of

How many promotional budget-setting methods are there?

The most important determinant of a mobile promotion is

Any selling activity that involves direct interaction between a buyer and seller is

What is a potential negative consequence of salespeople having a boundary spanning job?

Which is NOT a group tool?

Why should competitive advertising be used carefully?

How can coupons be most effectively utilized as part of a direct marketing campaign?

Which promotional budget-setting method is used after sales occur?

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Segmentation, Targeting, and Positioning

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Encouraging Participation to Connect With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters