In the customer-initiated communication process

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Reference no: EM132252665

1. "Noise" (in the traditional communication process) refers to:

A. any distractions that reduce the effectiveness of the communication process.

B. radio advertising interference only.

C. messages which are too loud or bold.

D. efforts by a firm's competitors to block its message channel.

E. the encoded message before it is decoded.

2. Identify the traditional communication process.

A. Source-Encoding-Message channel-Decoding-Receiver-Feedback.

B. Source-Encoding-Message channel-Receiver-Feedback.

C. Source-Encoding-Message channel-Noise-Receiver-Feedback.

D. Source-Message channel-Decoding-Receiver-Feedback.

E. Source-Noise-Message channel-Receiver-Feedback.

3. In the customer-initiated communication process:

A. the marketer targets more of its promotion effort at specific individuals who respond directly.

B. a firm relies on a CRM database to target specific prospects.

C. a customer initiates the communication process with a decision to search for information in a particular message channel.

D. a seller initiates the communication process with a decision to search for information in a particular message channel.

E. there is a transfer of information from higher-level management to production workers.

4. This promotional approach emphasizes the importance of securing the wholehearted cooperation of channel members to promote the product in the channel and to the final user.

A. Pulling

B. Pushing

C. Encoding

D. Decoding

E. Franchising

5. Gillette spent $100 million in its first year of advertising for a new type of razor and blades. All of its advertising was directed at final consumers in the hope that these consumers would go to retailers and ask for the product by name. This is an example of:

A. Pulling

B. AIDA

C. Encoding

D. Pushing

E. Decoding

6. The adoption curve concept is most closely related to which of the following?

A. "noise" in the communication process

B. sales promotion aimed at a company's own sales force

C. the product life cycle

D. selective demand

E. the AIDA model

Reference no: EM132252665

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