Questions:
Question 1
If the push policy is used in promoting a product, the firm
promotes directly to consumers.
promotes only to the next marketing institution down the marketing channel.
promotes the product to wholesalers only.
promotes the product to retailers only.
will be assured of having an effective promotional mix.
Question 2
Advertising, personal selling, sales promotion, and public relations are called
promotion mix ingredients.
marketing mix components.
characteristics of a product.
advertising tools.
nonpersonal communication.
Question 3
The receiver's response to a message is ____ for the source.
feedback
the communications channel
noise
channel capacity
decoding
Question 4
The vehicle through which the coded message is transmitted from the source to the receiver is called a(n)
coder.
decoder.
encoder.
relay channel.
communication channel.
Question 5
The process of putting one's thoughts (meaning) into signs (symbols) is called
decoding.
noise.
interference.
transmission.
the coding process
Question 6
Sweepstakes, free samples, coupons, and rebates are examples of
advertising.
sales promotion techniques.
publicity.
personal selling techniques.
packaging methods.
Question 7
The individual or group that decodes a coded message is called a
sender.
receiver.
source.
decoder.
receptor.
Question 8
Which of the following industries is most likely to employ combative promotional efforts?
Fast food
Computer processors
Tax-preparation services
Television producers
Automotive paints
Question 9
During the introduction stage of the product life cycle, which type of promotion would a firm focus on?
Reminder
Competitive
Comparative
Pioneer
Repetitive
Question 10
Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback?
Publicity
Sales management
Sales promotion
Personal selling
Public relations
Question 11
A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)
advertising plan.
media plan.
advertising message.
advertising appropriation.
media platform.
Question 12
The three general types of media schedules are
pulsing, beating, and continuous.
short, medium, and long-term.
morning, afternoon, and evening.
pulsing, continuous, and flighting.
light, heavy, and alternating
Question 13
The limitations in using publicity-based public relations tools stem primarily from the fact that
marketers alter the length of publicity releases.
publicity is never properly managed by media personnel.
media personnel consider only unfavorable messages as newsworthy.
it is time-consuming to convince media personnel that the information is newsworthy.
media personnel control the content of the communication.
Question 14
The total amount of money a marketer allocates for advertising for a specific time period is the
marketing budget.
advertising appropriation.
objective-and-task approach.
promotion grant.
finances for advertising.
Question 15
If a company calls a meeting to announce a major news event, this is known as a
media call.
press conference.
news release.
press release.
public service announcement.
Question 16
Advertising that focuses on stimulating demand for a product category is called ____ advertising.
pioneer
competitive
institutional
categorical
product
Question 17
The physical arrangement of the illustration, headline, subheadline, body copy, and the signature is called the
artwork.
copy.
art design.
layout.
storyboard.
Question 18
The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of
frequency.
exposure.
reach.
targeting.
push.
Question 19
An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or
an advertising agency.
a group of media specialists.
a group of multiskilled managers.
a "special projects" group.
freelance advertising consulta
Question 20
The cost per thousand (CPM) indicator shows
the cost to expose 1,000 people to a television commercial.
the cost to expose 1,000 people to a one-page magazine advertisement.
the return on investment marketers get for their advertising dollar.
the cost to expose a million people to any type of advertisement.
how one media source compares to a different source for reaching target markets.
Question 21
A ____ is a gift to a retailer who purchases a specified quantity of merchandise.
dealer loader
premium
dealer listing
merchandise allowance
count and recount
Question 22
The ____ stage of the personal selling process is when the salesperson asks the prospect to buy the product.
proposal
closing
overcoming objections
approach
trial
Question 23
A major disadvantage of personal selling is that it
is not remembered as well by consumers as advertising messages are.
cannot easily adjust the message to satisfy a customer's information needs.
is very expensive per contact.
does not provide immediate feedback.
is not compatible with other promotional activities.
Question 24
Order-getting activities are divided into two categories:
missionary sales and technical sales.
current-customer sales and new-business sales.
order takers and trade sales.
current sales and support sales.
inside order sales and field order sales.
Question 25
Customer density and distribution are important factors in
prospecting.
motivating salespeople.
creating sales territories.
compensating salespeople.
establishing sales force objectives.
Question 26
In which of the following does the salesperson join with people from the firm's financial, engineering, and other functional areas to engage in the personal selling process?
Trade selling
Missionary selling
Relationship selling
Team selling
Technical selling
Question 27
The type of salesperson that usually requires training in physical science or engineering is the
trade salesperson.
missionary salesperson.
technical salesperson.
order taker.
order getter.
Question 28
Company sales records, commercial databases, newspaper announcements, telephone directories, and public records are all sources used for
surveying.
screening.
researching.
preapproaching.
prospecting
Question 29
Retail salespeople are classified as
order getters.
support personnel.
trade salespeople.
inside order takers.
field order takers.
Question 30
Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called
advertising.
sales promotion.
personal selling.
target marketing.
public relations.