Question 1: In the growth stage of a product's life cycle, demand has its own momentum through word of mouth and interactive marketing.
True
False
Question 2: Communications effectiveness depends solely on the content of a message, irrespective of how it is expressed.
True
False
Question 3: The starting point in planning marketing communications is a ________ that profiles all interactions customers in the target market may have with the company and all its products and services.
A) product launch
B) communications audit
C) market research program
D) publicity campaign
E) marketing budget
Question 4: One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following relevant brand needs is most likely emphasized by an advertisement for a luxury car?
A) problem removal
B) sensory gratification
C) normal depletion
D) intellectual stimulation
E) problem avoidance
Question 5: Which of the following marketing communications tools is most influential at the reordering stage of buyer readiness?
A) sales promotion
B) interactive marketing
C) direct marketing
D) events and experiences
E) publicity
Question 6: ________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.
Question 6 options:
A) Publicity campaigns
B) Trade promotions
C) Events and experiences
D) Public relations
E) Advertisements
Question 7: Personal influence carries especially great weight when products are inexpensive, risk-free, or purchased frequently.
True
Save
Question 8: Which of the following is a sales promotion tool that is consumer franchise building in nature?
A) price-off packs
B) contests and sweepstakes
C) consumer refund offers
D) trade allowances
E) frequency awards
Question 9: Which of the following is an example of a trade promotion?
A) free samples
B) discount coupons
C) display allowances
D) contests for sales reps
E) premiums
Question 10: ________ is the number of times the average buyer buys a product during the period.
A) Buyer turnover
B) Purchase frequency
C) Customer retention rate
D) Advertising impressions
E) Total number of exposures
Question 11: Dominant brands offer sales promotion deals less frequently because most deals subsidize only current users.
True
False
Question 12: Print advertising, newspapers and magazines, is generally acknowledged as the most powerful advertising medium.
True
False
Question 13: Under which of the following conditions is the reach of media the most important factor in media selection?
A) when introducing frequently purchased brands
B) when going into a defined target market
C) when launching extensions of well-known brands
D) when there are strong competitors to a brand
E) when there is high consumer resistance to the product
Question 14: Which of the following is NOT a benefit of a social media presence for a brand?
A) Social media allows marketers to establish a public voice and presence online.
B) Social media can cost-effectively reinforce other communication activities.
C) Social media can encourage companies to stay innovative and relevant.
D) Social media can be used to build or tap into online communities.
E) Social media allows companies to have a short-term focus.
Question 15: Which of the following is NOT one of the steps that can improve the likelihood of starting positive buzz?
A) Identify underserved, inactive individuals and devote extra effort to them.
B) Supply key people with product samples.
C) Work through community influentials.
D) Develop word-of-mouth referral channels to build business.
E) Provide compelling information that customers want to pass along.
Question 16: To monitor the Gatorade brand on social networks around the clock, ________ created a Mission Control Center - set up like a broadcast television control room - in the middle of the marketing department in its Chicago headquarters.
A) Coca-Cola
B) Cadbury Schweppes
C) PepsiCo
D) P&G
E) Nestlé
Question 17: Which of the following increases the likelihood a brand is discussed in face-to-face, oral communications?
A) brand novelty
B) brand salience
C) brand excitement
D) brand surprise
E) brand edginess
Question 18: Social media play a key role in earned media.
True
False
Question 19: ________ is a form of online word of mouth, or "word of mouse," that encourages consumers to pass along company-developed products and services or audio, video or written information to others online.
A) Viral marketing
B) Guerrilla marketing
C) Microsite marketing
D) Interstitial marketing
E) Public relations
Question 20: In 2010, three top B-to-B ________ were Thermo Scientific lab and research supplies ($10.8 billion), Henry Schien dental, medical, and vet supplies ($7.5 billion) and WESCO International electrical and industry maintenance supplies ($5 billion).
A) inbound telemarketers
B) catalog sellers
C) outbound telemarketers
D) infomercial marketers
E) mobile marketers
Question 21: Which of the following sales positions is most likely to have fixed compensation?
A) an FMCG salesperson selling to supermarkets
B) a salesperson who handles the industrial customers
C) an insurance agent who works part time
D) a service representative in charge of handling incoming customer queries
E) a telemarketer calling up existing customers to bring in additional sales
Question 22: Key indicators of sales performance include all of the following EXCEPT ________.
A) average number of sales calls per salesperson per day
B) average revenue per sales call
C) advanced marketing cost per sales call
D) average cost per sales call
E) entertainment cost per sales call
Question 23: When Saul asks his client, "What system are you using to invoice your customers?" he is asking a ________ question.
A) situation
B) speculation
C) problem
D) need-payoff
E) implication
Question 24: Compensation plans may need to vary depending on the type of salespersons. Which type of salesperson benefits from no ceiling or caps on commissions, overachievement commissions for exceeding quotas, and prize structures that allow multiple winners?
A) stars
B) core performers
C) dogs
D) cash cows
E) laggards
Question 25: A salesperson performing over-the-counter sales in a medical store can be referred to as a(n) ________.
A) order taker
B) demand creator
C) solution vendor
D) phisher
E) missionary