Question1: A(n) __________ is a set of symbols that the sender transmits.
- encoder
- feedback loop
- message
- media
- decoder
Question 2: An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) __________ appeal.
- rational
- structural
- emotional
- moral
- standard
Question 3: Display media includes __________.
- newspapers
- magazines
- television
- company websites
- billboards
Question 4: __________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.
- Differentiated marketing
- Public relations
- Direct marketing
- Sales promotion
- Personal selling
Question 5: HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is __________.
- messaging
- encoding
- sending
- decoding
- responding
Question 6: Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the __________ function of public relations.
- press relations
- product publicity
- investor relations
- lobbying
- development
Question 7: Which of the following is true about the customer sales force structure?
- Customer sales force structure is a combination of territorial sales force structure and product sales force structure.
- Each salesperson is assigned to an exclusive geographic area and sells the company's full line of products or services to all customers in that territory.
- Salespersons specialize in only a particular product line as the company produces numerous and complex products.
- Companies using customer sales force structure tend to ignore the importance of long-term relationship building with customers.
- Separate sales forces are set up for different industries, serving current customers versus finding new ones, and serving major accounts versus regular accounts.
Question 8: Which of the following statements is most likely true about radio as an advertising medium?
- Radio advertising is typically quite expensive.
- Radio ensures good attention from the target audience.
- Radio offers very low audience selectivity.
- Radio prohibits the use of segmentation strategies.
- Radio advertising is characterized by good local acceptance.
Question 9: Which of the following is a disadvantage of using direct mail as an advertising medium?
- IN Low audience selectivity
- No flexibility
- Severe ad competition
- Relatively high cost per exposure
- Lack of personalization
Question 10: A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of __________.
- broadcasting
- buzz marketing
- narrowcasting
- media multitasking
- personal selling
Question 11: Monty Boyd, an account manager, travels frequently on West Coast Airlines. Monty earns points for every mile he flies, and he will soon have enough points to receive a free airline ticket. West Coast Airlines is attempting to build a strong customer relationship with Monty through a __________.
- trade promotion
- promotional product
- rebate offer
- point-of-purchase promotion
- frequency marketing program
Question 12: Which of the following questions would help a marketer evaluate the return on a sales promotion investment?
- Was the sales force successful in filtering out the good prospects from the poor ones?
- Did customers enjoy the events associated with the promotion?
- Did customers receive high-quality promotional products?
- Did the promotion attract new customers or more purchasing from current customers?
- Were channel intermediaries effectively positioned to ensure a seamless supply of products? (Page Ref: 488)
Question 13: Which of the following is a potential drawback of using web-based technologies for making sales presentations and servicing accounts?
- Web-based technologies lower the overall efficiency of salespeople.
- The cost of the technology outweighs the advantages gained through eliminating travel.
- Web-based technologies can intimidate salespeople or clients who are unfamiliar with them.
- Salespeople who use web-based technologies tend to be less attentive to customer needs.
- Online selling usually takes more time than direct selling.
Question 14: Which of the following best explains why companies are adopting the team selling approach to service large, complex accounts?
- Products have become too complicated for one salesperson to handle a large company's needs.
- Customers prefer dealing with many salespeople rather than one sales representative.
- Job rotation, an integral part of team selling, keeps workers motivated and boosts their morale.
- Team selling facilitates the evaluation of individual contributions.
- With team selling, companies are not required to train the outside sales force any longer.
Question 15: A five-foot-high cardboard display of Terry the polar bear, mascot of Terry's protein shake, next to the shelf containing Terry's products in a supermarket, is an example of a(n) __________.
- sample
- point-of-purchase promotion
- business promotion
- IN advertising specialty
- rebate
Question 16: All of the following are forms of direct marketing EXCEPT __________.
- personal selling
- point-of-purchase promotion
- telemarketing
- direct-mail marketing
- kiosk marketing
Question 17: Which of the following terms refers to a 30-minute television advertising program that markets a single product?
- Social media
- Digital catalog
- Telemarketing
- Blog
- Infomercial
Question 18: Florian Fasteners recently introduced a new line of products. In order to promote its product, it sent samples to the addresses of a few select customers. Which of the following types of marketing is evident from this example?
- Direct-mail marketing
- Telephone marketing
- Direct-response TV marketing
- Mobile marketing
- Kiosk marketing
Question 19: How has do-not-call legislation helped direct marketers?
- Marketers are compensated by the Federal Trade Commission for lost sales caused by the laws.
- Direct marketers have outsourced their activities to firms that are exempt from such laws.
- Direct marketers have developed kiosks as an alternative to telemarketing.
- Telemarketers are allowed to call customers for a small fee.
- Telemarketers have developed opt-in calling systems.
Question 20: Green Gardens is a click-and-mortar company that sells gardening and landscaping goods and equipment. When customers are unable to find a product they need on the shelves of their local Green Gardens store, customers order the product online with the help of the in-store ordering machine. Which of the following best describes the ordering machine?
- Kiosk
- IN Digital catalog
- Podcast
- Tablet