Question 1

The new social model of customer communication is unidirectional and intrusive.

Accepted Answer

A) True 
 B)False

Question 2

What are the seven general steps in personal selling?

Accepted Answer

The seven general steps in personal sell

Question 3

The chief downside of trade allowances is that they can lead to ________,in which the retailer buys a large quantity of a product when the price is low,thus reducing the producer's profit in the long run.

Accepted Answer

A)  push marketing 
B)  forward buying 
C)  slotting allowances 
D)  viral marketing 
E)  pull strategies 
A)  push marketing 
B)  forward buying 
C)  slotting allowances 
D)  viral marketing 
E)  pull strategies

Question 4

Orville Manufacturers produce a popular line of cola drinks called Pep-Up.In order to promote the drink,the firm pays the producers of a popular television show to depict some of the characters drinking Pep-Up drinks.In this example,Orville Manufacturers uses ________.

Accepted Answer

A)  integrated advertising 
B)  product placement 
C)  advocacy advertising 
D)  stealth marketing 
E)  push strategy 
A)  integrated advertising 
B)  product placement 
C)  advocacy advertising 
D)  stealth marketing 
E)  push strategy

Question 5

In a canned sales pitch,the salesperson focuses on questioning and listening before offering a solution that meets each prospect's unique needs.

Accepted Answer

A) True 
 B)False

Question 6

The defining characteristic of which of the following types of advertisements is that it tells past customers that a product is still available or a company is ready to serve their needs?

Accepted Answer

A)  reminder advertising 
B)  cooperative advertising 
C)  bait and switch advertising 
D)  comparative advertising 
E)  advocacy advertising 
A)  reminder advertising 
B)  cooperative advertising 
C)  bait and switch advertising 
D)  comparative advertising 
E)  advocacy advertising

Question 7

Advertising differs from direct marketing in that advertising ________.

Accepted Answer

A)  often uses personally addressable media 
B)  doesn't involve the purchase of time or space in other media 
C)  often excludes a direct response aspect 
D)  works to build lasting relationships with customers 
E)  involves personal sales contacts 
A)  often uses personally addressable media 
B)  doesn't involve the purchase of time or space in other media 
C)  often excludes a direct response aspect 
D)  works to build lasting relationships with customers 
E)  involves personal sales contacts

Question 8

Compare and contrast advertising based on logical appeal with that based on emotional appeal.

Accepted Answer

The basic approach with a logical appeal

Question 9

The single most important idea the company hopes to convey to its target audience about a product is the ________.

Accepted Answer

A)  promotional mix 
B)  marketing mix 
C)  core message 
D)  call to action 
E)  media mix 
A)  promotional mix 
B)  marketing mix 
C)  core message 
D)  call to action 
E)  media mix

Question 10

One of the biggest disadvantages to advertising in newspapers is declining readership in many cities.

Accepted Answer

A) True 
 B)False

Question 11

In ________,a salesperson acts as a consultant and advisor who helps current and potential customers find the best solutions to their personal or business needs.

Accepted Answer

A)  direct marketing 
B)  prospecting 
C)  consultative selling 
D)  specialty advertising 
E)  sales promotion 
A)  direct marketing 
B)  prospecting 
C)  consultative selling 
D)  specialty advertising 
E)  sales promotion

Question 12

Matrix Electronics Inc.is a manufacturer of flash equipment for photography.The firm has a discussion forum in its official website aimed at facilitating customers and other audiences to connect with the company and with each other.Matrix Electronics Inc.often invites professional photographers to join these discussion threads,to enable budding photographers to better their craft.In this example,Matrix Electronics Inc.uses ________.

Accepted Answer

A)  conversation marketing 
B)  advocacy advertising 
C)  guerrilla advertising 
D)  sales promotion 
E)  product placement 
A)  conversation marketing 
B)  advocacy advertising 
C)  guerrilla advertising 
D)  sales promotion 
E)  product placement

Question 13

The measurability of direct marketing is one of its greatest appeals.

Accepted Answer

A) True 
 B)False

Question 14

In ________,behaviorally targeted ads follow users even as they move on to other Web sites.

Accepted Answer

A)  attack ads 
B)  advocacy advertising 
C)  cooperative advertising 
D)  remarketing 
E)  search engine marketing 
A)  attack ads 
B)  advocacy advertising 
C)  cooperative advertising 
D)  remarketing 
E)  search engine marketing

Question 15

KM Group,a home products manufacturer,owns a brand of paper towels called EasyWipes.The firm creates a commercial showing how an EasyWipes paper towel absorbs a spill faster than the competitor's paper towel.In this example,the commercial used by KM Group can be classified as a(n)________ advertising.

Accepted Answer

A)  institutional 
B)  guerrilla 
C)  comparative 
D)  stealth 
E)  cooperative 
A)  institutional 
B)  guerrilla 
C)  comparative 
D)  stealth 
E)  cooperative

Question 16

Compare and contrast coupons with rebates.

Accepted Answer

Coupons and rebates are both consumer pr

Question 17

Which of the following is an advantage of product placement?

Accepted Answer

A)  It is predictable. 
B)  Its effectiveness is independent of the popularity of the programming. 
C)  It provides extensive choice of vehicles. 
D)  It offers a way to get around viewers' advertising filters. 
E)  It has low visibility. 
A)  It is predictable. 
B)  Its effectiveness is independent of the popularity of the programming. 
C)  It provides extensive choice of vehicles. 
D)  It offers a way to get around viewers' advertising filters. 
E)  It has low visibility.

Question 18

Which of the following is a disadvantage of using fixed web (from stationary computers)as an advertising media?

Accepted Answer

A)  reduced clutter 
B)  limited media options 
C)  cannot be measured 
D)  changes and additions cannot be made easily 
E)  extreme degree of audience fragmentation 
A)  reduced clutter 
B)  limited media options 
C)  cannot be measured 
D)  changes and additions cannot be made easily 
E)  extreme degree of audience fragmentation

Question 19

One significant advantage to using television for advertising is the ________.

Accepted Answer

A)  entertainment carryover 
B)  high audience selectivity 
C)  long life for the message 
D)  short preparation time 
E)  low cost for production 
A)  entertainment carryover 
B)  high audience selectivity 
C)  long life for the message 
D)  short preparation time 
E)  low cost for production

Question 20

Push strategy differs from pull strategy because in push strategy a producer ________.

Accepted Answer

A)  appeals directly to end customers 
B)  uses integrated marketing communications 
C)  focuses on wholesalers or retailers 
D)  uses reminder advertising 
E)  uses "bait and switch" advertising 
A)  appeals directly to end customers 
B)  uses integrated marketing communications 
C)  focuses on wholesalers or retailers 
D)  uses reminder advertising 
E)  uses "bait and switch" advertising

The new social model of customer communication is unidirectional and intrusive.

What are the seven general steps in personal selling?

The chief downside of trade allowances is that they can lead to ________,in which the retailer buys a large quantity of a product when the price is low,thus reducing the producer's profit in the long run.

Orville Manufacturers produce a popular line of cola drinks called Pep-Up.In order to promote the drink,the firm pays the producers of a popular television show to depict some of the characters drinking Pep-Up drinks.In this example,Orville Manufacturers uses ________.

In a canned sales pitch,the salesperson focuses on questioning and listening before offering a solution that meets each prospect's unique needs.

The defining characteristic of which of the following types of advertisements is that it tells past customers that a product is still available or a company is ready to serve their needs?

Advertising differs from direct marketing in that advertising ________.

Compare and contrast advertising based on logical appeal with that based on emotional appeal.

The single most important idea the company hopes to convey to its target audience about a product is the ________.

One of the biggest disadvantages to advertising in newspapers is declining readership in many cities.

In ________,a salesperson acts as a consultant and advisor who helps current and potential customers find the best solutions to their personal or business needs.

The measurability of direct marketing is one of its greatest appeals.

In ________,behaviorally targeted ads follow users even as they move on to other Web sites.

Compare and contrast coupons with rebates.

Which of the following is an advantage of product placement?

Which of the following is a disadvantage of using fixed web (from stationary computers)as an advertising media?

One significant advantage to using television for advertising is the ________.

Push strategy differs from pull strategy because in push strategy a producer ________.

Developing a Business Mindset

Understanding Basic Economics

The Global Marketplace

Business Ethics and Corporate Social Responsibility

Forms of Ownership

Entrepreneurship and Small Business Ownership

Management Roles, Functions, and Skills

Organization and Teamwork

Production Systems

Employee Motivation

Human Resources Management

Labor Relations

The Art and Science of Marketing

Product and Pricing Strategies

Distribution and Marketing Logistics

Financial Information and Accounting Concepts

Financial Management

Financial Markets and Investment Strategies

The Money Supply and Banking Systems

Filters

Exam 16: Customer Communication

The new social model of customer communication is unidirectional and intrusive.

What are the seven general steps in personal selling?

The chief downside of trade allowances is that they can lead to ________,in which the retailer buys a large quantity of a product when the price is low,thus reducing the producer's profit in the long run.

Orville Manufacturers produce a popular line of cola drinks called Pep-Up.In order to promote the drink,the firm pays the producers of a popular television show to depict some of the characters drinking Pep-Up drinks.In this example,Orville Manufacturers uses ________.

In a canned sales pitch,the salesperson focuses on questioning and listening before offering a solution that meets each prospect's unique needs.

The defining characteristic of which of the following types of advertisements is that it tells past customers that a product is still available or a company is ready to serve their needs?

Advertising differs from direct marketing in that advertising ________.

Compare and contrast advertising based on logical appeal with that based on emotional appeal.

The single most important idea the company hopes to convey to its target audience about a product is the ________.

One of the biggest disadvantages to advertising in newspapers is declining readership in many cities.

In ________,a salesperson acts as a consultant and advisor who helps current and potential customers find the best solutions to their personal or business needs.

The measurability of direct marketing is one of its greatest appeals.

In ________,behaviorally targeted ads follow users even as they move on to other Web sites.

Compare and contrast coupons with rebates.

Which of the following is an advantage of product placement?

Which of the following is a disadvantage of using fixed web (from stationary computers)as an advertising media?

One significant advantage to using television for advertising is the ________.

Push strategy differs from pull strategy because in push strategy a producer ________.

Developing a Business Mindset

Understanding Basic Economics

The Global Marketplace

Business Ethics and Corporate Social Responsibility

Forms of Ownership

Entrepreneurship and Small Business Ownership

Management Roles, Functions, and Skills

Organization and Teamwork

Production Systems

Employee Motivation

Human Resources Management

Labor Relations

The Art and Science of Marketing

Product and Pricing Strategies

Distribution and Marketing Logistics

Financial Information and Accounting Concepts

Financial Management

Financial Markets and Investment Strategies

The Money Supply and Banking Systems

Filters