Deck 15: Supply Chain and Channel Management

Question 1

Which of the following is a reason for a company to choose product-focused advertisements over other types of advertisements?

A) Reminding consumers about procedural issues
B) Persuading customers to buy products soon
C) Creating awareness about the company
D) Reminding consumers about a specific product
E) Creating product awareness for public welfare

Answer 1

D

Question 2

WellnessCare Inc.is a large manufacturer of consumer products.The company owns more than 120 brands,and its business is stretched over 16 countries.However,most of WellnessCare's advertisements promote specific brands rather than the company itself.What are such advertisements called?

A) Product-focused advertisements
B) Operational advertisements
C) Societal advertisements
D) Institutional advertisements
E) Public service advertisements

Answer 2

A

Question 3

Charles Associates Inc.uses mass media advertising to communicate its festival products and to urge customers to buy the products during the festival season.It advertises after generating enough awareness about its products and the various schemes associated with them.Which of the following types of advertising does Charles Associates Inc.use?

A) Informative
B) Reminder
C) Persuasive
D) Instructive
E) Educational

Answer 3

C

Question 4

Which of the following types of advertisements is used to inform,persuade,or remind consumers about a specific good or service?

A) Public service
B) Operational
C) Institutional
D) Societal
E) Product-focused

Question 5

The country of Devenopolis uses mass media advertisements to promote its tourist places,educational institutions,and industrial corporations in other countries.Devenopolis uses _____ advertising.

A) public service
B) institutional
C) societal
D) operational
E) product-focused

Question 6

Which of the following is an example of an institutional advertisement?

A) An advertisement that promotes a brand of soft drink
B) An advertisement that promotes the haircuts given in a hair salon
C) An advertisement that promotes a company's goodwill
D) An advertisement that promotes a home appliance brand
E) An advertisement that promotes an organic product

Question 7

A customer refers to Windows,a product from Microsoft,when asked about an operating system.This sort of customer association primarily relates to the:

A) interest stage of the AIDA model.
B) action stage of the AIDA model.
C) desire stage of the AIDA model.
D) decision stage of the AIDA model.
E) attention stage of the AIDA model.

Question 8

Which of the following statements is true about the AIDA model?

A) It is a common model used by marketers when there is a delayed response to a marketing communication campaign.
B) It is a series of approaches that finalize a sales process by retailers.
C) It is used primarily in determining the best trade channel sales promotion technique.
D) It is a series of mental stages through which consumers move.
E) It refers to the various types of media available to communicate a marketing message.

Question 9

The ultimate goal of any marketing communication is to:

A) generate desire in customers' minds.
B) drive the receiver to action.
C) create awareness about the company.
D) create awareness about a product.
E) increase customers' interest level in a product.

Question 10

Which of the following refers to a situation when a brand has a prominent place in people's memories that triggers a response without them having to put any thought into it?

A) Lagged effect
B) Puffery
C) Cold call
D) Aided recall
E) Top-of-mind awareness

Question 11

Riders Corp.is an electric scooter brand in the country of Cambria.The brand has been growing at a high rate for many years.However,the brand's sales growth has declined in the current financial year.Riders Corp.decides to use mass advertising to attract customers to its brand again.In this scenario,which of the following types of advertising would best serve Riders Corp.'s purpose?

A) Interpretive
B) Influential
C) Reminder
D) Persuasive
E) Informative

Question 12

Once consumers are aware that a company or product exists,communication must work to:

A) define the objectives of marketing communication.
B) match communication with competitors.
C) create top-of-mind awareness.
D) increase their interest level.
E) instigate aided recall in their minds.

Question 13

Which of the following types of advertising is used to prompt repurchases,especially for products that have gained market acceptance and are mostly in the maturity stage of their life cycle?

A) Informative
B) Persuasive
C) Influential
D) Reminder
E) Interpretive

Question 14

Identify from the following the type of advertising that primarily communicates to create and build brand awareness,with the ultimate goal of moving the consumer through the buying cycle to a purchase.

A) Informative
B) Persuasive
C) Influential
D) Reminder
E) Convincing

Question 15

Lagged effect refers to:

A) the process of generating awareness in a product's target market.
B) a delayed response to a marketing communication campaign.
C) a flawed marketing message sent to a product's target market.
D) a marketing message sent to an untargeted customer segment.
E) the process of generating interest about a product or company.

Question 16

Which of the following occurs when consumers recognize the brand when its name is presented to them?

A) Lagged effect
B) Puffery
C) Aided recall
D) Cold call
E) Top-of-mind awareness

Question 17

Finkrola Appliances Corp.manufactures and markets home appliances.The firm decides to market vacuum cleaners in a region where the product category for such products is absent.Before the product launch,Finkrola uses advertisements that are mainly intended to create awareness about the product and the company.Identify the type of advertising that was most likely used by Finkrola Appliances Corp.in this scenario.

A) Influential
B) Persuasive
C) Reminder
D) Convincing
E) Informative

Question 18

Manorek Inc.is a leading media company in the country of Lucidia.It is a reputed brand and is considered to be a trusted source of information by Lucidians.The company plans to enter another continent and wants to build the same kind of reputation in these markets.Manorek Inc.advertises to familiarize these new customers with the company and its reputation in Lucidia.What type of advertising would serve this purpose?

A) Product-focused advertising
B) Societal advertising
C) Operational advertising
D) Institutional advertising
E) Public service advertising

Question 19

Which of the following types of advertisements is used to inform,persuade,and remind consumers about issues related to places,politics,an industry,or a particular corporation?

A) Public service advertisements
B) Operational advertisements
C) Institutional advertisements
D) Societal advertisements
E) Product-focused advertisements

Question 20

Which of the following types of advertising do firms use to motivate consumers to take action when a product has gained a certain level of brand awareness?

A) Informative
B) Instructive
C) Persuasive
D) Interpretive
E) Educational

Question 21

Which of the following consumer sales promotion tools offers a discount on the price of specific items when they are purchased?

A) Premium
B) Lottery
C) Sweepstake
D) Contest
E) Coupon

Question 22

Which of the following statements is true about puffery?

A) It is similar to cold calls but does not involve personal meetings.
B) It is an illegal exaggeration of praise about a product.
C) It is protected by the Charter of Rights and Freedoms.
D) It is considered as deception in the European Union.
E) It is a form of sweepstakes that requires an entrant to complete a task by filling out a form.

Question 23

Which of the following is a disadvantage of deals as a sales promotion tool?

A) It discourages brand trial.
B) It increases consumer risk.
C) It may reduce perception of value.
D) It fails to retaliate against competitive action.
E) It increases the cost of the good for the consumer.

Question 24

Feedz Inc.is a leading manufacturer of edible plants and processed items.Robert,a retail shop owner,identifies that the nutrition labels of the company's products are inaccurate and incomplete.Which of the following is a law that would be most helpful to Robert for suing Feedz Inc.with regard to public welfare?

A) Advertising Standards of Canada Act
B) Canadian Agricultural Act
C) Competition Act
D) Health Canada Food and Drug Act
E) Canadian Radio and Television Act

Question 25

Which of the following statements is true about the regulatory and ethical issues in advertising?

A) Puffery is considered deception in Canada.
B) In the European Union,consumers are viewed as rational and capable of evaluating advertising claims.
C) None of the state or European regulations is more restrictive than existing federal or self-regulatory requirements.
D) The Consumer Packaging and Labelling Act requires all prepackaged products to bear the quantity in metric and imperial for weight,volume,or measures.
E) Diet-related health claims for food products,related to risk reduction of heart disease,cancer,osteoporosis,and high blood pressure,have been used for many years in Canada.

Question 26

Manikola Inc.is a beverage company.It uses humour in most of its advertisements in order to appeal its customers.One of these funny advertisements showed that an elderly person lives for 250 years after consuming a health drink manufactured by Manikola Inc.This is an example of:

A) puffery.
B) fraud.
C) cannibalization.
D) deception.
E) benchmarking.

Question 27

Which of the following protects messages with no promotional or selling intent?

A) Health Canada Food and Drug Act
B) Charter of Rights and Freedoms
C) Veteran's Bill of Rights
D) Canadian Radio-television and Telecommunications Commission
E) Competition Act

Question 28

A retailer decides to use POP (point-of-purchase)displays to promote one of its products.Which of the following is most likely to be the objective of this initiative?

A) Encouraging repurchase
B) Building goodwill
C) Increasing brand trial
D) Providing in-home support
E) Guaranteeing complete sale

Question 29

Which of the following refers to the inclusion of a product in nontraditional situations,such as in a scene in a movie or TV program?

A) Sweepstake
B) Point-of-purchase display
C) Deal
D) Contest
E) Product placement

Question 30

A company decides to market its products by featuring them in a reality television show.The celebrities in the show sometimes use the products,which in turn promotes the products.Which of the following advertisement techniques has the company used?

A) Contest
B) Product placement
C) POP (point-of-purchase)display
D) Loyalty program
E) Premium

Question 31

Advertisements that focus on public welfare and are generally sponsored by nonprofit institutions,civic groups,religious organizations,trade associations,or political groups can be best categorized as:

A) public service announcements.
B) operational advertisements.
C) institutional advertisements.
D) corporate announcements.
E) product-focused advertisements.

Question 32

Which of the following is a legislation that establishes the standards and requirements for the safety and sanitation of products?

A) Canadian Radio and Television Act
B) Competition Act
C) Canadian Agricultural Act
D) Health Canada Food and Drug Act
E) Advertising Standards of Canada Act

Question 33

Which of the following terms can be most accurately defined as the application of marketing principles to a public issue to bring about attitudinal and behavioural change among the general public or a specific population segment?

A) Institutional announcements
B) Operational marketing
C) Social marketing
D) Process marketing
E) Product-focused announcements

Question 34

Which of the following generally enforces federal laws that ensure businesses in Canada operate in a fair and equitable manner?

A) Canadian Telecommunications Commission
B) Health Canada
C) Advertising Standards Canada
D) Canada's Competition Bureau
E) Canadian Radio-television Commission

Question 35

Which of the following primarily requires manufacturers and distributors to disclose full information about their products?

A) Charter of Rights and Freedoms
B) Consumer Packaging and Labelling Act
C) Competition Act
D) Advertising Standards Canada
E) Quebec Consumer Protection Act

Question 36

Which of the following terms can be best defined as the legal exaggeration of praise,stopping just short of deception,lavished on a product?

A) Puffery
B) Fraud
C) Scamming
D) Markup
E) Benchmarking

Question 37

The Slivereen Charity is a charitable organization working for the welfare of people in underdeveloped countries.The firm uses mass media advertisements in developed countries to generate funds for their initiatives in the underdeveloped countries.These advertisements are best categorized as:

A) institutional advertisements.
B) operational advertisements.
C) public service announcements.
D) corporate announcements.
E) product-focused advertisements.

Question 38

Canada's Competition Bureau enforces laws relating to:

A) misleading advertising and deceptive marketing practices.
B) restrictions on broadcasting material.
C) labelling of food products pertaining to nutrition.
D) gender portrayal and racism in Canada.
E) standards and requirements for the safety and sanitation of products.

Question 39

Change Your Attitude is a reality television show in which participants from varying cultural backgrounds share a house.Marketers advertise in the show by letting the participants use their products and also by displaying products in the common areas of the house.This promotional strategy is an example of a:

A) product placement.
B) contest.
C) deal.
D) sweepstake.
E) pop display.

Question 40

An organization decides to launch a social marketing program.Which of the following is most likely to be the objective of this program?

A) Analyzing the productivity levels of the organization
B) Increasing the awareness about a new product offering
C) Applying marketing principles to social issues
D) Increasing the awareness about a paid service
E) Reminding consumers about its most profitable product

Question 41

Rhomus Inc.is a Canadian entertainment company that produces and markets television programs.To generate customer interest for a new program that it is planning to launch,Rhomus invites entries from its target customers through mass media to send in creative names for the TV program.The firm announces that it will provide a monetary reward for the name that gets selected.This is an example of a:

A) sampling program.
B) sweepstake.
C) deal.
D) contest.
E) loyalty program.

Question 42

Which of the following is a key difference between sweepstakes and contests?

A) Sweepstakes require customers to use their skills.
B) Contests involve distributing samples of a product.
C) Sweepstakes do not involve customers.
D) Contests can be advertised through mass media.
E) Sweepstakes winners are determined by a random draw.

Question 43

Shopper Corporation gives membership cards to customers that can be used to earn value points every time they shop at a Shopper outlet.This membership card allows its customers to make multiple purchases over time.The membership card is an example of a:

A) loyalty program.
B) sweepstake.
C) markup.
D) contest.
E) rebate offer.

Question 44

Which of the following is a disadvantage of using samples as a consumer sales promotion tool?

A) They require high creativity.
B) They incur high cost to a firm.
C) They discourage trial.
D) They reduce direct involvement of consumers.
E) They result in a reduction of sales.

Question 45

A particular type of price reduction in which a portion of the purchase price is returned by the seller to the buyer is referred to as a:

A) sweepstake.
B) rebate.
C) premium.
D) contest.
E) loyalty program.

Question 46

Which of the following terms can be best defined as an item offered for free or at a bargain price to reward some type of behaviour,such as buying,sampling,or testing?

A) A premium
B) A deal
C) A sample
D) A coupon
E) A contest

Question 47

Tuff Textiles Inc.is a leading apparel manufacturer.To increase the demand for its products,the company advertises that it would reward its customers with a 5 percent discount in exchange for purchase receipts from its company.This scheme by Tuff Textiles Inc.is an example of a:

A) sweepstake.
B) rebate.
C) sample.
D) contest.
E) premium.

Question 48

A type of short-term price reduction,such as a featured price,can be best categorized as a:

A) premium.
B) deal.
C) rebate.
D) contest.
E) coupon.

Question 49

Discounts and allowances are effective incentives used primarily to:

A) maintain or increase inventory levels in the distribution channel.
B) remind customers of an existing brand or company.
C) promote consumer products to consumers.
D) provide special-purpose training to employees.
E) reduce the supply of certain items in the distribution network.

Question 50

Beautify Inc.is a firm that offers cosmetics and beauty products.The company introduces a new type of wet facial tissue paper.To familiarize target consumers with the product,Beautify Inc.offers the product for free with the company's other offerings.Such an offering is an example of a:

A) coupon.
B) sample.
C) contest.
D) discount.
E) sweepstake.

Question 51

Which of the following is a feature of POP (point-of-purchase)displays?

A) They reduce brand trial.
B) They encourage higher consumption.
C) They provide in-store support.
D) They are effective as they are usually easy to get a good location in the stores.
E) They minimize brand switching among existing consumers.

Question 52

Which of the following statements is true of coupons?

A) They usually reduce the demand for products.
B) They are rarely used in supermarkets.
C) They provide discounts on items even before they are purchased.
D) They allow for direct tracing of sales.
E) They have high redemption rates.

Question 53

Which of the following offers potential customers the opportunity to try a product or service before they make a buying decision?

A) A contest
B) A coupon
C) A sample
D) A deal
E) A sweepstake

Question 54

Which of the following are specifically designed to retain customers by offering premiums or other incentives to customers that make multiple purchases over time?

A) Product placements
B) Rebates
C) Contests
D) Sweepstakes
E) Loyalty programs

Question 55

Which of the following is an example of a trade channel sales promotion?

A) Customer loyalty program
B) Co-operative advertising
C) Product placement
D) Promotional contest
E) Point-of-purchase display

Question 56

Sweepstakes can be most accurately defined as a form of sales promotion that offers:

A) incentives to customers who make multiple purchases over time.
B) potential customers the opportunity to try a product or service.
C) a special type of short-term price reduction to customers.
D) prizes based on a chance drawing of entrants' names.
E) certain items for free or at a bargain price to reward some type of behaviour.

Question 57

Bakes is a leading biscuit brand.The brand is marketed by Feast Foods.The company's major target market is children younger than 15 years of age.To have consumers associate more value with its products,the company includes small plastic toys in the biscuit packages.This promotional technique is an example of a:

A) coupon.
B) deal.
C) sample.
D) contest.
E) premium.

Question 58

Treats Corp.,a company that markets packaged and processed foods,introduces a new flavour of microwave popcorn.To promote customer trials of the product,Treats Corp.exhibits the product near the checkout counters in many retail outlets.This strategy is an example of a:

A) sales contest.
B) loyalty program.
C) special deal.
D) point-of-purchase display.
E) marketing contest.

Question 59

Which of the following refers to a brand-sponsored competition that requires some form of skill or effort?

A) A premium
B) A sample
C) A deal
D) A contest
E) A loyalty program

Question 60

Which of the following is a merchandise presentation typically placed at a store's checkout counter?

A) A POP display
B) A sales contest
C) A special deal
D) A marketing contest
E) A loyalty program

Question 61

Identify the correct statement about the personal selling process.

A) It is important for salespeople to believe that they must do all the talking to be in control.
B) Good salespeople pay attention to the body language of potential customers.
C) Objections arise only during the third stage of the selling process.
D) The best way to handle objections is to try to prove that customers' objection are not valid.
E) The first step in the selling process is used extensively in retail settings.

Question 62

In the context of relationship selling,which of the following service quality dimensions has a more subtle influence than others?

A) Reliability
B) Responsiveness
C) Assurance
D) Empathy
E) Tangibles

Question 63

Albesco Electricals Inc.introduces a new range of electronic toys in Plethoria.The company targets children between the ages of 5 and 12.To grab the attention of children and their parents,the company creates humorous advertisements.Which of the following is the stage of the AIDA model in which this activity of advertisement creation can be found?

A) Interpretation
B) Interest
C) Desire
D) Action
E) Development

Question 64

Which of the following refers to major events attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry?

A) Product placements
B) Sales contests
C) Trade shows
D) Point-of-purchase displays
E) Loyalty programs

Question 65

Which of the following occurs prior to meeting a customer for the first time and extends the qualification of leads procedure?

A) Sales presentation
B) Lead generation
C) Cold calling
D) Preapproach
E) Objection handling

Question 66

In the personal selling process,which of the following extends the qualification of leads procedure?

A) Objection handling
B) Preapproach
C) Sales closing
D) Sales follow-up
E) Sales presentation

Question 67

Which of the following terms can be best defined as the efforts of two or more firms joining together to reach a specific target market?

A) Product placement
B) Loyalty program
C) Cross-promoting
D) Cross-selling
E) Co-operative advertising

Question 68

In the personal selling process,qualifying the leads refers to:

A) closing the sales with them.
B) assessing their sales potential.
C) using their resources for sales.
D) finalizing a contract with them.
E) making sales presentations to them.

Question 69

Which of the following is a method of prospecting in which salespersons telephone or go to see potential customers without appointments?

A) Product placement
B) Sales contest
C) Trade show
D) Cold calling
E) Telemarketing

Question 70

In the personal selling process,closing the sale means:

A) obtaining a commitment from a customer to make a purchase.
B) losing out on selling a product or service to a customer.
C) making a sale without generating net profit.
D) backing off from selling a product or service to a customer.
E) making a sales presentation and successfully handling a customer's objections.

Question 71

In the personal selling process,which of the following terms refers to a list of potential customers?

A) Prospects
B) Internals
C) Leads
D) Externals
E) Qualifiers

Question 72

Which of the following is a key difference between cold calling and telemarketing?

A) Cold calling is considered an intrusion into customers' privacy,whereas telemarketing does not disturb customers.
B) Cold calling does not establish potential customers' needs ahead of time,whereas telemarketing does.
C) Cold calling typically results in sales,whereas telemarketing does not get converted into a sale.
D) Cold calling is a form of personal selling,whereas telemarketing is a form of trade promotion.
E) Cold calling can involve personal meetings,whereas telemarketing does not.

Question 73

A customer was delighted by the performance of a sales group after they had immediately responded and resolved the issues experienced by their customer.Which of the following service quality dimensions most likely aided in ensuring successful customer service?

A) Integrity
B) Tangibility
C) Responsiveness
D) Assurance
E) Reliability

Question 74

In the personal selling process,the follow-up presents a prime opportunity for salespeople to:

A) solidify the customer relationship.
B) handle a customer's objections.
C) screen and qualify customers.
D) make cold calls to customers.
E) increase the use of telemarketing.

Question 75

Which of the following is the two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision?

A) Co-operative selling
B) Personal selling
C) Trade promotion
D) Mass broadcasting
E) Consumer promotion

Question 76

In the context of relationship selling,a salesperson and support group is required to have a good understanding of the problems and issues faced by their customers.This service quality dimension can be most accurately termed as:

A) reliability.
B) responsiveness.
C) assurance.
D) empathy.
E) tardiness.

Question 77

Customers think of Albesco's refrigerator brand every time they think of a refrigerator.Which of the following is the stage of the AIDA model in which this brand awareness usually occurs?

A) Decision
B) Action
C) Desire
D) Attention
E) Interest

Question 78

In the context of relationship selling,the salesperson and support group is required to be ready to deal quickly with any issue,question,or problem that may arise.This service quality dimension can be most accurately termed as:

A) reliability.
B) responsiveness.
C) assurance.
D) empathy.
E) tardiness.

Question 79

Two local newspapers join to introduce a national arts magazine called "Across Veniopolis." Experts from both the firms contribute to the magazine,and the firms bear the costs equally.The sales promotion tool used is an example of:

A) product placing.
B) a sales contest.
C) cross-promoting.
D) a loyalty program.
E) co-operative advertising.

Question 80

Which of the following is the first step in the personal selling process?

A) Developing plans for meeting customers
B) Completing the sales preapproach
C) Completing the sales presentation
D) Overcoming objections
E) Generating and qualifying leads