Deck 14: Products

Question 1

Patti is the "Egg Lady" for the egg industry in Kentucky. As such, her job is to travel around the state talking to groups about the benefits of eggs, and she sometimes is on TV demonstrating an egg-based recipe. Patti's job is primarily

A) advertising.
B) infomercials.
C) personal selling.
D) public relations.
E) sales promotion.

Answer 1

public relations.

Question 2

As a pharmaceutical rep, Morgan spends her days visiting doctors' offices discussing new drugs and taking orders, usually over lunch that she provides. Morgan's job is

A) advertising.
B) infomercials.
C) personal selling.
D) public relations.
E) sales promotion.

Answer 2

personal selling.

Question 3

Gerald's Ford dealership receives offers from the manufacturer each month to motivate its salesforce to reach sales goals. These offers are

A) advertising.
B) infomercials.
C) personal selling.
D) public relations.
E) sales promotions.

Answer 3

sales promotions.

Question 4

When Donna sold cellular phones in the early 1990s, she knew that her customers didn't know very much about them, so she spent time explaining how they worked and how they might benefit the user. Which goal of promotion is Donna demonstrating?

A) reminding
B) persuading
C) illustrating
D) informing
E) influencing

Question 5

If a salesperson wants to induce a customer to buy a product, which goal of promotion would be focused on?

A) reminding
B) persuading
C) illustrating
D) informing
E) influencing

Question 6

Once a week, Xing emails his clients who haven't made a decision about his product, reiterates the benefits of the product, and offers to answer any questions they may have. Xing is primarily using which goal of promotion?

A) reminding
B) persuading
C) illustrating
D) informing
E) influencing

Question 7

The difference between advertising and publicity is that publicity

A) isn't used to promote products.
B) is unpaid coverage of a product.
C) involves more personal selling.
D) is only used with nonprofits.
E) does not involve public relations.

Question 8

________ advertising consists of presentations that promote specific brands to customers.

A) Institutional
B) Public relations
C) Personal
D) Public
E) Product

Question 9

The City of Naperville runs spots on the local television station that tell residents about its services, like leaf pickup and snow plowing. This is a form of ________ advertising.

A) institutional
B) brand
C) personal
D) public service
E) product

Question 10

The marketing director, Sam, wanted to advertise the company's new product. He had a very limited budget, so he was looking for a medium that was inexpensive and would enable him to cover specific local markets. Which of these media types would be the best option?

A) newspapers
B) television
C) direct mail
D) Internet
E) magazines

Question 11

Worldwide Ventures planned a promotion to extend its reach globally. Money was not an object and the advertising department was told to be as creative as possible. Which of these media types would be the best option?

A) newspapers
B) television
C) direct mail
D) radio
E) magazines

Question 12

Which media type is low cost, has immediacy, is good for local markets, and can target specific audiences, but has no visuals and a short message life?

A) outdoor
B) television
C) direct mail
D) radio
E) magazines

Question 13

John Doe is running for a congressional seat in Texas, and he feels his best demographic is businesspeople who work along the Beltway in Houston. What would be the best media option for John to reach this target market?

A) outdoor
B) television
C) direct mail
D) radio
E) magazines

Question 14

Media ________ is the process of choosing the exact kinds of media to be used for an advertising campaign.

A) planning
B) mix
C) reach
D) continuity
E) development

Question 15

Walter's ad on the Internet is shown when people visit websites with related content. If Walter wants to know how often his ad appears, he should find out the ad's

A) cost.
B) continuity.
C) frequency.
D) reach.
E) impact.

Question 16

A brief statement written in the form of a news story or a video program that is released to the mass media to try to get favorable publicity for a firm or its products is a(n)

A) mini ad
B) brand promotion.
C) institutional promotion.
D) public service announcement.
E) news release.

Question 17

In which of these situations would public relations be the best option?

A) Stacie just opened a new store and wants to advertise locally.
B) A company has been accused of condoning sexual harassment and wants to let the public know about its internal training on the topic.
C) A large manufacturer is expanding globally and needs to let its suppliers know about changes.
D) Nike has a new line of baseball shoes that has been endorsed by the World Series champions, the Boston Red Sox.
E) The mayor is running for reelection and wants to inform voters about the terrible things his opponent has done.

Question 18

An ad for a drug for acid reflux explicitly explains what ingredients are in the drug, how it works to reduce reflux, and what the possible side effects are. Which advertising approach does this ad use?

A) informational
B) reminder
C) control
D) competitive
E) direct-action

Question 19

Walgreens sends an email to its customers when their prescriptions are available for refill. Which advertising approach does this represent?

A) informational
B) reminder
C) persuasive
D) competitive
E) direct-action

Question 20

Political ads often compare a candidate to his or her opponent. This demonstrates which approach to advertising?

A) fear-appeal
B) reminder
C) persuasive
D) competitive
E) direct-action

Question 21

Fernando received a text message that his favorite frozen yogurt place was having a one-day special two-for-one event. This demonstrates which approach to advertising?

A) informational
B) reminder
C) persuasive
D) competitive
E) direct-action

Question 22

Personal selling works best when the product is

A) easy to use.
B) inexpensive.
C) complex.
D) aimed at a wide demographic.
E) appropriate for all situations.

Question 23

Brady works at a large company that has an international sales force, and his job is to help the reps when they need help to facilitate the sale. Which task of personal selling does Brady provide?

A) creative selling
B) order taking
C) order processing
D) sales support
E) face-to-face selling

Question 24

Misha is the top sales rep for her company. She takes great pains to determine her customers' needs and to explain her products to them in the hope that they will buy her products. Which task of personal selling does Misha demonstrate?

A) creative selling
B) order taking
C) order processing
D) sales support
E) public relations

Question 25

During which step of the personal selling process does the salesperson give the prospect free samples of the product and demonstrate how it is used?

A) qualifying
B) approaching
C) handling objections
D) making the sale
E) presenting

Question 26

Nadia works in a clothing retail store. Her initial contact with a customer is most likely to be

A) qualifying.
B) approaching.
C) prospecting.
D) making the sale.
E) presenting.

Question 27

A home repair business uses cold-calling as its initial contact with customers. This is a form of

A) qualifying.
B) approaching.
C) prospecting.
D) making the sale.
E) presenting.

Question 28

After Fred finished his presentation, his customer told him that it all sounded great but the product was too expensive. Fred is entering which step in the personal selling process?

A) handling objections
B) following up
C) prospecting
D) making the sale
E) presenting

Question 29

Parker believed he had handled all the client's objections. He asked the client, "Will this product meet all your needs?" Which step in the personal selling process is Parker in?

A) handling objections
B) following up
C) prospecting
D) making the sale
E) presenting

Question 30

Qing called her customer after the product had been delivered to see if there were any questions about how to use and maintain it. Which step in the personal selling process is Qing in?

A) handling objections
B) following up
C) prospecting
D) making the sale
E) presenting

Question 31

________ promotion is intended to stimulate dealer interest. The devices used include trade shows, conventions, catalogs, and special printed materials for salespeople.

A) Public
B) Investor
C) Trade
D) B2C
E) Point-of-purchase

Question 32

When Claire flew to London, she was able to purchase her tickets with airline miles. This is an example of a

A) coupon.
B) premium.
C) sample.
D) rebate.
E) gift.

Question 33

Esurance has a series of TV commercials that feature the actor Dennis Quaid as its spokesperson. This is an example of

A) guerrilla marketing.
B) demonstration.
C) event marketing.
D) buzz marketing.
E) viral marketing.

Question 34

Sunil clips coupons he finds in the Sunday paper each week prior to heading to the supermarket to do his grocery shopping. These coupons can be best described as a form of

A) reminding.
B) sales promotion.
C) advertising.
D) informing.
E) personal selling.

Question 35

Kendall works second shift and always watches television for a few hours before he goes to sleep. He came across a lengthy commercial that advertised a multitool that could do the work of over 1,000 other tools. The woman in the commercial provided demonstrations of the tool in many real-life scenarios. When the commercial was over, Kendall went online and purchased one of the multitools for himself. This commercial can be best described as achieving which of the following goals of promotion?

A) persuading
B) informing
C) branding
D) pushing
E) reminding

Question 36

Lynxware Technology is releasing a new home budgeting software platform. Lynxware is preparing an advertising blitz and plans to include information about the product including features, cost, and release date. Lynxware's advertising will most likely accomplish which of the following goals of promotion?

A) pushing
B) highlighting
C) informing
D) influencing
E) reminding

Question 37

No Slouch Ergonomic Solutions wants to ensure that its office chair and desk solutions get into as many stores as possible. Which type of promotional strategy would best suit the company's needs?

A) reach
B) push
C) qualify
D) approach
E) pull

Question 38

Which of the following options would best be described as part of a pull promotional strategy?

A) an advertising campaign for a new product and its features presented to consumers via television
B) an interview between a reporter and the company president regarding their community volunteerism
C) a salesperson conducting a product demo for the owners of a retail store in the hopes they will agree to sell his company's products
D) a rebate program for customers who purchase a specific product during a weekend sale
E) a radio advertisement designed to ensure customers remember the benefits of the company's product

Question 39

Planetary Plants sells plant seed and fertilizer to consumers. Sales for the company's fertilizer solutions have tapered off in the past year as competitors have entered the market. The marketing team at Planetary creates a marketing campaign designed to push their name and products back to the front of consumers' minds. Planetary's campaign can be best described as trying to achieve which of the following goals of promotion?

A) pushing
B) highlighting
C) informing
D) influencing
E) reminding

Question 40

The Federal Emergency Management Agency (FEMA) and the Ad Council worked together to create a television commercial stressing the importance of weather radios and home disaster kits. This commercial can be best described as ________ advertising

A) public service
B) competitive
C) institutional
D) brand
E) reminder

Question 41

Meadowview Hospital runs an advertisement soliciting donations for cancer research. The hospital promises to put every dollar it collects toward research for new cancer treatments. This advertisement can be best described as ________ advertising.

A) informational
B) brand
C) persuasive
D) fear-appeal
E) advocacy

Question 42

Athletix Shoe Company is bringing a new shoe to the market, so it begins a series of ads meant to highlight the new shoe for customers. These ads can be best described as ________ advertising.

A) advocacy
B) public service
C) institutional
D) competitive
E) brand

Question 43

________ advertising is a form of ________ that is concerned with supporting a particular concern about an issue.

A) Advocacy; public relations
B) Institutional; advocacy
C) Institutional; public relations
D) Public service; advocacy
E) Advocacy; institutional

Question 44

The marketing team at Queen Auto Parts is preparing a new campaign that will focus on a series of radio and television commercials. Prior to approving the campaign, the CEO wants an estimate on the number of potential customers that will hear or see the commercials at least once. This figure can be best described as

A) release.
B) cost per thousand.
C) reach.
D) focus.
E) public perception.

Question 45

Seaquist Healthcare hopes to run a low-cost advertisement that will be highly visible and that will likely have multiple views. Which of the following media types would be most appropriate for Seaquist?

A) newspaper
B) direct mail
C) television
D) outdoor
E) radio

Question 46

Burger Fusion has begun offering a late-night menu. It begins a radio campaign that will concentrate the ads in the hours leading up to the shift change between second and third shift for workers in the area. The Burger Fusion campaign can be best described as an example of

A) continuity.
B) approach.
C) publicity.
D) frequency.
E) reach.

Question 47

The CEO at Quad Switches is excited about the company's new product. He suggests that the marketing team run advertisements in major newspapers around the country during the coming weeks. The marketing specialist isn't sure that is the right approach and wants to share one of the disadvantages tied to using a newspaper for advertising. Which of the following options would most likely help the marketing specialist with her argument?

A) extended message life
B) delivery delays
C) no visuals
D) limited color options
E) too expensive

Question 48

Dog Time Toyz has recently hired a vice president to create and build up its corporate giving and volunteerism programs. The marketing team creates a short bio regarding the new vice president's background plans for the department before sending it to major news outlets for publication. This bio can be best described as a(n)

A) press release.
B) media plan.
C) institutional release.
D) publicity stunt.
E) advocacy campaign.

Question 49

Dion is part of the marketing team at Stafford Shipping. He organizes a meeting with his team to review and select the media sources they will be using for next year's advertising. This activity can be best described as

A) personal selling.
B) brand continuity.
C) media planning.
D) trade promotion.
E) public relations.

Question 50

Reflex Parts has prepared a direct marketing campaign but has a limited budget. It can send the mailer to the entire city twice or it can focus on one segment of the city and send it four times. The decision Reflex is trying to make can be best described as

A) approach.
B) frequency.
C) reach.
D) continuity.
E) cost per thousand.

Question 51

Flea Flicker Sports has finalized next year's line of athletic apparel. It wants to advertise the apparel, while being sure to highlight the available color schemes. It intends to target the ads to potential customers in the sports and fitness community. Which of the following media types would be most appropriate for Flea Flicker?

A) radio
B) newspaper
C) magazines
D) outdoor
E) television

Question 52

Total PC is running a series of television ads that are focused strictly on the speed and specifications of its new laptop computers. Which of the following best describes this approach to advertising?

A) direct-action
B) reminder
C) persuasive
D) informational
E) competitive

Question 53

Greased Lightning specializes in oil changes and tune-ups for vehicles. It periodically sends postcards to customers that include the date of their last service. Which of the following best describes this approach to advertising?

A) reminder
B) fear-appeal
C) competitive
D) informational
E) direct-action

Question 54

Verizon, Sprint, T-Mobile, and AT&T often run ads that favorably highlight the speed of their service, their reliability, and their prices in relation to one another. Which of the following best describes this approach to advertising?

A) reminder advertising
B) persuasive advertising
C) competitive advertising
D) direct-action advertising
E) fear-appeal advertising

Question 55

Souper Subs are offering half-price on all soup and sub combos today only. It sends an email blast to previous customers to make them aware of the event. Which of the following best describes this approach to advertising?

A) competitive
B) direct-action
C) reminder
D) informational
E) public-appeal

Question 56

Pearly Whitez makes toothpaste and other dental care products for customers. Its last advertising campaign described the dangers of poor dental hygiene and highlighted how the company's toothpaste could protect against these same dangers. Which of the following best describes this approach to advertising?

A) fear-appeal
B) competitive
C) direct-action
D) persuasive
E) informational

Question 57

Diddly Daddly Candies recently ran an outdoor ad that asked consumers, "Why pay more for candies with artificial sweeteners, when Diddly Daddly candies cost less and are made with all-natural sweeteners?" Which of the following best describes this approach to advertising?

A) direct-action
B) reminder
C) competitive
D) fear-appeal
E) publicity

Question 58

Traveler Recreational Vehicles recently began an advertising campaign that include a retired sports superstar who touted the joy of traveling cross country in one of Traveler's RVs. Which of the following best describes this approach to advertising?

A) competitive
B) persuasive
C) direct-action
D) informational
E) competitive.

Question 59

MacKenzie works for Telegraph Communications. She is responsible for fielding and directing calls from prospects, generating sales contracts, and producing sales pamphlets for her team. MacKenzie most likely works in

A) order processing.
B) public relations.
C) creative selling.
D) viral marketing.
E) sales support.

Question 60

Nadya led a sales presentation last week and made sure to answer a few questions and concerns about pricing that came up shortly after the presentation. Which of the following best represents the next step in the sales process?

A) making the sale
B) following up
C) handling objectives
D) qualifying
E) reminding

Question 61

Alberta has been working in the sales field for almost 10 years. She enjoys learning about potential customers and their problems. She then shares how her product will help them solve their problems in the hopes they will want to buy from her. Alberta most likely works in

A) order processing.
B) advocacy marketing.
C) sales support.
D) problem prospecting.
E) creative selling.

Question 62

Yenny received a large group of referrals from a satisfied customer last week. She is now researching the list to ensure the referrals work in a relevant industry and would be authorized to make purchasing decisions on behalf of their respective employers. Which of the following tasks in the personal selling process does this best represent?

A) cold-calling
B) approaching
C) handling objectives
D) prospecting
E) qualifying

Question 63

As the sales team at Phenom Apparel closes a deal, they send a signed copy of the contract over to Eldon. Eldon is responsible for entering the contract details into the system and sending the details over to the distribution team. Eldon most likely works in

A) sales support.
B) order processing.
C) event marketing.
D) creative selling.
E) sales logistics.

Question 64

Myron just wrapped up a sales presentation with the procurement team at Q-Phonics. The attendees seem interested, but the manager raises her hand and asks why they should consider Myron's product when three other competitors offer the same product at a much lower cost. Which of the following tasks in the personal selling process does this best represent?

A) qualifying
B) handling objections
C) closing
D) following up
E) supporting

Question 65

Constant Credit sends two representatives to a Major League Baseball playoff game to manage a small booth. The representatives give fans a gift card with the Constant Credit logo emblazoned on the front. The card also has a link to the Constant Credit website. This can be best described as ________ marketing.

A) buzz
B) guerrilla
C) word-of-mouth
D) viral marketing
E) publicity

Question 66

Many major corporations buy expensive television slots during the Super Bowl each year. The ads they run are designed to encourage people to talk about their company and products. This can be best described as ________ marketing.

A) guerrilla
B) word-of-mouth
C) viral
D) premium
E) buzz

Question 67

Valu-Rite places a campground arrangement in the center of its convenience store each summer and surrounds it with chocolate, marshmallows, and graham crackers-everything needed for s'mores. Which of the following promotion techniques does this best represent?

A) point-of-purchase displays
B) demonstrations
C) event marketing
D) guerrilla marketing
E) samples

Question 68

Rafi is an independent marketing specialist. He specializes in helping companies create short-term marketing incentives to stimulate dealer interest and consumer buying. Rafi can be best described as a ________ specialist.

A) media planning
B) sales promotion
C) personal selling
D) trade show
E) word-of-mouth marketing

Question 69

Online marketing that can deliver content immediately to consumers through digital channels, devices, and platforms is referred to as

A) the marketing mix.
B) the promotion mix.
C) digital marketing.
D) an advertising campaign.
E) public relations.

Question 70

To establish an online presence and increase sales, Flashy Fashion has decided to set up a website to sell its products. In addition, it plans to use Google AdWords to place ads in user's search results. Flashy Fashion's website represents ________ media, while the online marketing channel, Google AdWords, represents ________ media.

A) primary; secondary
B) owned; earned
C) earned; paid
D) primary; paid
E) owned; paid

Question 71

At a recent summer festival, Adventure Motors set up a product booth displaying three of its most popular off-road vehicles. Potential customers could enter to win one of the vehicles by filling out a comment card with basic customer information including an e-mail address. Adventure Motors can now use this information to set up a customer database to e-mail customers product information and sales promotions. What type of online marketing media does this represent?

A) paid
B) owned
C) earned
D) solicited
E) traditional

Question 72

Earned media is when a business

A) earns the right to advertise on social media.
B) develops media that can be controlled in-house.
C) receives recognition organically.
D) solicits and pays for media from other companies.
E) works to develop its own customer database of information.

Question 73

What two factors must a marketer fully understand when developing a comprehensive digital marketing strategy?

A) the promotion mix and the profit potential
B) the business and the audience
C) the production process and the sales process
D) the types of media and their applications
E) the selling process and the customer

Question 74

In developing a digital marketing strategy, knowing what type of sites an audience visits, what streaming services they engage in, and what words they search for helps a marketer answer which question related to audience analysis?

A) Where do I find the audience?
B) Who is the optimal audience?
C) How do I learn about my audience?
D) How hard will it be to reach my audience?
E) How profitable will my audience be?

Question 75

When you type in "comfortable jeans," the website for Jazzy Jeans appears first in the list. This is an example of

A) search engine optimization.
B) inbound marketing.
C) owned media.
D) email marketing.
E) social media marketing.

Question 76

The type of digital marketing that utilizes tools such as blogging, webinars, or follow-up emails is known as ________ marketing.

A) search engine
B) email
C) social media
D) relationship
E) inbound

Question 77

Digital marketing helps companies build customer relationships through exceptional customer experiences. This can be achieved through

A) search engine optimization.
B) excellent website design.
C) paid media.
D) geotracking.
E) the use of cookies.

Question 78

When designing a website for a firm, developers must keep in mind how to use the design to promote exceptional customer experiences. Excellent website design comprises which criteria?

A) ease in navigation, quick load time, responsive design, and superior customer service tools
B) attractive use of color, quick load time, offline access, and phone-based customer service
C) quick load time, multiple tabs, structured design, and price transparency
D) clear and engaging copy, offline access, ease in navigation, and direct feedback options
E) superior customer service tools, multiple tabs, offline access, and price transparency

Question 79

Which statement about digital buying behavior is true?

A) There are five distinct categories of buyers that exist in the digital retail environment and marketers must customize their campaigns for each one.
B) Unlike in the brick-and-mortar retail environment, the main segment of buyers in the digital retail environment are browsers.
C) Buyers tend to rely on the digital environment to conduct research before going to a brick-and-mortar store to make a purchase.
D) The multiple types of buyers that turn up in the digital retail environment often interfere with a marketer's digital marketing campaign.
E) Digital marketing campaigns, much like the digital buyers themselves, tend to focus on just one product for a specific purpose.

Question 80

Which isnot a type of digital buying behavior?

A) browsing
B) product-focused shopping
C) bargain hunting
D) auctioning
E) researching