1. Which of the following is NOT an effective ways to establish a communications budget?
a. Spend a percentage of the sales revenue you anticipate making in the next year.
b. Spend only what you think you can afford.
c. Spend as much as the competition does.
d. Spend a percentage of last year's sales revenue.
e. All of the above are effective ways to establish a communications budget.
2. ________ is creating a perception in the consumer's mind regarding the nature of a company and its products relative to the competition.
a. Public relations
b. Private labeling
c. Positioning
d. Packaging
e. Promoting
3. Which of the following is a component of a corporate image? (Select all that apply)
a. Employees and customer service
b. Retail outlets and Web sites
c. Advertising and public relations
d. Products
e. Mission and vision statements
4. ________ are strongly held beliefs about various topics or concepts which lead to the judgments that guide personal behavior.
a. Affective components
b. Attitudes
c. Cognitive maps
d. Values
e. Evoked sets
5. A buyer's behavior is influenced by four major factors: social, cultural, psychological, and personal. Into which of those four categories would the customer's motivation, learning, perception, beliefs, and attitudes fall?
a. Social
b. Cultural
c. Psychological
d. Personal
e. None of the above