Question 1

When the target market is large and spread out, mass selling may be less expensive than personal selling.

Accepted Answer

A) True 
 B)False  True

Question 2

Deciding on the right promotion blend should be the job of the advertising manager.

Accepted Answer

A) True 
 B)False  False

Question 3

The four promotion jobs of the AIDA model are to get Attention, to Inform, to eliminate Doubt, and to change Attitudes.

Accepted Answer

A) True 
 B)False  False

Question 4

During the traditional communication process, a source does decoding and a receiver does encoding.

Accepted Answer

A) True 
 B)False

Question 5

"Advertising":

Accepted Answer

A)  is the only form of mass selling. 
B)  is also called "sales promotion." 
C)  is concerned with "promotion" using samples, coupons, and contests. 
D)  involves direct spoken communication between sellers and potential customers. 
E)  is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. 
A)  is the only form of mass selling. 
B)  is also called "sales promotion." 
C)  is concerned with "promotion" using samples, coupons, and contests. 
D)  involves direct spoken communication between sellers and potential customers. 
E)  is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.

Question 6

The traditional view of promotion has focused on communication initiated by the seller.

Accepted Answer

A) True 
 B)False

Question 7

A marketing manager should realize that the adoption curve concept implies

Accepted Answer

A)  that the firm's promotion target should be the innovators. 
B)  that the laggards are cautious, but that they are willing to adopt a new product quickly if advertising gets their attention. 
C)  using different promotional mixes for different adopter groups. 
D)  All of the above are true. 
E)  None of the above is true. 
A)  that the firm's promotion target should be the innovators. 
B)  that the laggards are cautious, but that they are willing to adopt a new product quickly if advertising gets their attention. 
C)  using different promotional mixes for different adopter groups. 
D)  All of the above are true. 
E)  None of the above is true.

Question 8

The most COMMON method of budgeting for marketing expenses is to:

Accepted Answer

A)  match competitors' spending. 
B)  allocate any funds not already allocated to other functions. 
C)  allocate enough to completely eliminate the cost of lost customers. 
D)  allocate for the job that needs to be done. 
E)  allow a percentage of either past or forecasted sales. 
A)  match competitors' spending. 
B)  allocate any funds not already allocated to other functions. 
C)  allocate enough to completely eliminate the cost of lost customers. 
D)  allocate for the job that needs to be done. 
E)  allow a percentage of either past or forecasted sales.

Question 9

Direct-response promotion usually relies on a _____ database to target specific prospects.

Accepted Answer

A)  customer relationship management 
B)  sales force management 
C)  entity-attribute-value model 
D)  enterprise relationship management 
E)  multidimensional preference 
A)  customer relationship management 
B)  sales force management 
C)  entity-attribute-value model 
D)  enterprise relationship management 
E)  multidimensional preference

Question 10

Which of the following is NOT true concerning adoption curve groups?

Accepted Answer

A)  The early adopter group tends to have the greatest contact with salespeople. 
B)  Early adopters are often unusual people who are not seen as opinion leaders. 
C)  Innovators rely more on impersonal sources of information than on salespeople. 
D)  Business firms in the innovator group are usually large and rather specialized. 
E)  The early majority group have a lot of contact with mass media, salespeople, and opinion leaders. 
A)  The early adopter group tends to have the greatest contact with salespeople. 
B)  Early adopters are often unusual people who are not seen as opinion leaders. 
C)  Innovators rely more on impersonal sources of information than on salespeople. 
D)  Business firms in the innovator group are usually large and rather specialized. 
E)  The early majority group have a lot of contact with mass media, salespeople, and opinion leaders.

Question 11

One reason personal selling is important in promotion to intermediaries is that marketing mixes often have to be adjusted from one geographic territory to another and from one intermediary to another.

Accepted Answer

A) True 
 B)False

Question 12

In the market maturity stage

Accepted Answer

A)  sales promotion may be targeted at channel members to get them interested in selling the new product. 
B)  mass selling becomes more economical. 
C)  business products require less aggressive personal selling. 
D)  mass selling and sales promotion may dominate the promotion blends of consumer products firms. 
E)  the main job is to persuade customers to buy, and keep buying, the company's product. 
A)  sales promotion may be targeted at channel members to get them interested in selling the new product. 
B)  mass selling becomes more economical. 
C)  business products require less aggressive personal selling. 
D)  mass selling and sales promotion may dominate the promotion blends of consumer products firms. 
E)  the main job is to persuade customers to buy, and keep buying, the company's product.

Question 13

Wholesalers spend the largest share of their promotion money on:

Accepted Answer

A)  personal selling. 
B)  direct-mail advertising. 
C)  advertising. 
D)  sales promotion. 
E)  publicity. 
A)  personal selling. 
B)  direct-mail advertising. 
C)  advertising. 
D)  sales promotion. 
E)  publicity.

Question 14

It is the job of the marketing manager to come up with an effective promotion blend.

Accepted Answer

A) True 
 B)False

Question 15

Communication often breaks down because the receiver's decoded message is different than the message the source encoded.

Accepted Answer

A) True 
 B)False

Question 16

The late majority are less likely to follow opinion leaders and may need some pressure from their own group before they try a new product.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following groups is likely to be the first to adopt a new product?

Accepted Answer

A)  early majority 
B)  innovators 
C)  late majority 
D)  early adopters 
E)  laggards 
A)  early majority 
B)  innovators 
C)  late majority 
D)  early adopters 
E)  laggards

Question 18

More money is spent on media costs for publicity each year than is spent on media costs for advertising.

Accepted Answer

A) True 
 B)False

Question 19

"Sales promotion":

Accepted Answer

A)  can complement a firm's personal selling and mass selling efforts. 
B)  involves direct spoken communication between sellers and potential customers. 
C)  is any paid form of nonpersonal presentation of goods or services by an identified sponsor. 
D)  is "free" like publicity. 
E)  consists of personal selling and mass selling. 
A)  can complement a firm's personal selling and mass selling efforts. 
B)  involves direct spoken communication between sellers and potential customers. 
C)  is any paid form of nonpersonal presentation of goods or services by an identified sponsor. 
D)  is "free" like publicity. 
E)  consists of personal selling and mass selling.

Question 20

Business firms in the late majority group

Accepted Answer

A)  are willing to take the risk of doing something new. 
B)  tend to be older and less well educated. 
C)  are the smallest businesses with the least specialization. 
D)  tend to be highly specialized. 
E)  tend to be conservative, smaller-sized firms with little specialization. 
A)  are willing to take the risk of doing something new. 
B)  tend to be older and less well educated. 
C)  are the smallest businesses with the least specialization. 
D)  tend to be highly specialized. 
E)  tend to be conservative, smaller-sized firms with little specialization.

Exam 14: Promotion-Introduction to Integrated Marketing Communications

When the target market is large and spread out, mass selling may be less expensive than personal selling.

Deciding on the right promotion blend should be the job of the advertising manager.

The four promotion jobs of the AIDA model are to get Attention, to Inform, to eliminate Doubt, and to change Attitudes.

During the traditional communication process, a source does decoding and a receiver does encoding.

"Advertising":

The traditional view of promotion has focused on communication initiated by the seller.

A marketing manager should realize that the adoption curve concept implies

The most COMMON method of budgeting for marketing expenses is to:

Direct-response promotion usually relies on a _____ database to target specific prospects.

Which of the following is NOT true concerning adoption curve groups?

One reason personal selling is important in promotion to intermediaries is that marketing mixes often have to be adjusted from one geographic territory to another and from one intermediary to another.

In the market maturity stage

Wholesalers spend the largest share of their promotion money on:

It is the job of the marketing manager to come up with an effective promotion blend.

Communication often breaks down because the receiver's decoded message is different than the message the source encoded.

The late majority are less likely to follow opinion leaders and may need some pressure from their own group before they try a new product.

Which of the following groups is likely to be the first to adopt a new product?

More money is spent on media costs for publicity each year than is spent on media costs for advertising.

"Sales promotion":

Business firms in the late majority group

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Marketing Environment

Focusing Marketing Strategy With Segmentation and Positioning

Demographic Dimensions of Global Consumer Markets

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers,wholesalers,and Their Strategy Planning

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Implementing and Controlling Marketing Plans: Evolution and Revolution

Managing Marketings Link With Other Functional Areas

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Economics Fundamentals

Marketing Arithmetic

Filters