Question 1. 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 2. Factors such as climate, seasons, and holidays tend to lead to the promotional objective of
combating competitive promotional offers.
facilitating reseller support.
encouraging product trial.
retaining loyal customers.
reducing sales fluctuations.
Question 3. During the introduction stage of the product life cycle, which type of promotion would a firm focus on?
Reminder
Competitive
Comparative
Pioneer
Repetitive
Question 4. Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.
maturity
decline
growth
introduction
presentation
Question 5. 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 6. Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered
noise.
communication links.
communication resources.
communication channels.
decoding sources.
Question 7. Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?
Guerilla communication
Word-of-mouth communication
Buzz marketing
Viral marketing
Conversational promotion
Question 8. A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a
communications channel.
source.
relay channel.
decoder.
sender.
Question 9. When a source converts meaning into a series of signs or symbols representing ideas or concept, the source is undergoing
communication.
the coding process.
the decoding process.
the conversion process.
communications channel.
Question 10. All of the following are examples of publicity-based public relations tools except
press conferences.
feature articles.
news releases.
annual reports.
news stories.
Question 11. If a consumer is shown a particular advertisement and asked if she has seen it before, a(n) ____ is being performed.
pretest
consumer jury test
recognition test
unaided recall test
aided recall test
Question 12. When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.
institutional
product
advocacy
issue
competitive
Question 13. ____ is communication in news story form about an organization or its products that is transmitted through a mass medium at no charge.
Advertising
Publicity
Public relations
Sales promotion
Personal selling
Question 14. 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 15. An advertising platform is the
basic issue or selling point that an advertiser wishes to include in an advertising campaign.
objective of the advertising campaign, stated in precise and measurable terms.
form in which the basic issues of the campaign should be presented.
broad objectives of the advertising campaign.
consumer advertising research conducted.
Question 16. When the CEO or chief financial officer of a company states how much the company should spend on advertising for the coming period, the company is using the
arbitrary approach.
executive decision process.
objective-and-task approach.
percentage-of-sales approach.
competition-matching approach.
Question 17. Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is ____ advertising.
repetitive
reminder
pioneer
competitive
reinforcement
Question 18. 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 19. An evaluation performed before an advertising campaign begins is a
consumer exam.
posttest.
recognition test.
pretest.
recall test.
Question 20. The last stage in the development of any advertising campaign is
creating the advertising platform.
developing the media plan.
creating the advertising message.
evaluating the effectiveness of advertising.
defining the advertising objectives.
Question 21. When a salesperson asks the customer to buy the product several times throughout the sales presentation in an effort to uncover hidden objections, it is called
order taking.
new-business selling.
trial closing.
order getting.
overcoming objections.
Question 22. The salesperson must attract and hold the prospect's attention, stimulate interest, and spark a desire for the product during the
prospecting.
preapproach.
follow up.
approach.
sales presentation.
Question 23. ____ are designed to identify the customers called on and to present detailed information about interaction with those clients.
Invoices
Feedback notices
Work schedules
Call reports
Recall files
Question 24. Customer density and distribution are important factors in
prospecting.
motivating salespeople.
creating sales territories.
compensating salespeople
establishing sales force objectives
Question 25. A missionary salesperson is usually employed by
a retailer.
a wholesaler.
either a retailer or a producer.
a manufacturer.
an independent intermediary
Question 26. The two groups of order takers in personal selling are
current customer salespeople and new-business salespeople
missionary salespeople and trade salespeople
inside order takers and field order takers
trade salespeople and technical salespeople
advisory order takers and support order takers
Question 27. 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 28. Which of the following is particularly appropriate for pricey high-tech business products, such as jet aircraft and medical equipment?
Team selling
Relationship selling
Trade selling
Technical selling
Missionary selling
Question 29. Developing a list of potential customers is called
preapproaching.
surveying.
scouting.
prospecting.
screening.
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.