Reference no: EM13914230

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