Question 1

Brand communities refer to formal or informal groups of people united by their interest in and ownership of particular products.

Accepted Answer

A) True 
 B)False

Question 2

________ refer(s)to printed or electronic certificates that offer discounts on particular items and are redeemed at the time of purchase.

Accepted Answer

A)  Coupons 
B)  Rebates 
C)  Premiums 
D)  Trade allowances 
E)  Trade promotions 
A)  Coupons 
B)  Rebates 
C)  Premiums 
D)  Trade allowances 
E)  Trade promotions

Question 3

Discuss the similarities and differences between using search engine marketing and direct response television as marketing media.

Accepted Answer

With millions of web users relying on se

Question 4

Which of the following statements is true about direct marketing?

Accepted Answer

A)  Direct marketing refers to one-on-one interaction between a salesperson and a prospective buyer. 
B)  In direct marketing, the salesperson acts as an advisor who helps customers find the best solutions to their needs. 
C)  It is difficult to measure the results of direct marketing efforts. 
D)  Direct marketing is a static approach, with little scope for experimentation and improvement. 
E)  The heart of any direct marketing effort is a customer database. 
A)  Direct marketing refers to one-on-one interaction between a salesperson and a prospective buyer. 
B)  In direct marketing, the salesperson acts as an advisor who helps customers find the best solutions to their needs. 
C)  It is difficult to measure the results of direct marketing efforts. 
D)  Direct marketing is a static approach, with little scope for experimentation and improvement. 
E)  The heart of any direct marketing effort is a customer database.

Question 5

In ________,the salesperson recites or even reads a stock message,with no regard for the customer's unique circumstances.

Accepted Answer

A)  canned sales pitch 
B)  prospecting 
C)  direct marketing 
D)  behavioral targeting 
E)  consultative selling 
A)  canned sales pitch 
B)  prospecting 
C)  direct marketing 
D)  behavioral targeting 
E)  consultative selling

Question 6

FunLearning Inc.is an American manufacturer of science kits and build-it toys for children between 3 and 12 years of age.The firm uses organic and eco-friendly policies.It invests a lot of money in advertisements aimed at increasing its brand awareness.The advertisements encourage customers to ask local retailers for FunLearning toys.In this example,FunLearning Inc.uses which of the following promotional strategies?

Accepted Answer

A)  operations strategy 
B)  digital strategy 
C)  pull strategy 
D)  push strategy 
E)  pricing strategy 
A)  operations strategy 
B)  digital strategy 
C)  pull strategy 
D)  push strategy 
E)  pricing strategy

Question 7

The thinking behind celebrity involvement in advertising is that people will be more inclined to use products endorsed by a celebrity because they will identify with and want to be like this person.

Accepted Answer

A) True 
 B)False

Question 8

The process of finding and qualifying potential customers is known as ________.

Accepted Answer

A)  consultative selling 
B)  behavioral targeting 
C)  consumer promotion 
D)  prospecting 
E)  trade promotion 
A)  consultative selling 
B)  behavioral targeting 
C)  consumer promotion 
D)  prospecting 
E)  trade promotion

Question 9

In the commercial for their new asthma drug,CHL Pharmaceuticals suggests that viewers should consult with their doctors for more information about the medication.In this example,CHL Pharmaceuticals uses which of the following strategies?

Accepted Answer

A)  push strategy 
B)  bait and switch 
C)  behavioral targeting 
D)  pull strategy 
E)  remarketing 
A)  push strategy 
B)  bait and switch 
C)  behavioral targeting 
D)  pull strategy 
E)  remarketing

Question 10

________ refers to a creative tactic designed to capture the audience's attention and promote preference for the product or company being advertised.

Accepted Answer

A)  Media mix 
B)  Advertising appeal 
C)  Advertising media 
D)  Specialty advertising 
E)  Communication mix 
A)  Media mix 
B)  Advertising appeal 
C)  Advertising media 
D)  Specialty advertising 
E)  Communication mix

Question 11

Immediately after a news report about people getting sick from eating at Waikiki Delights,a delicatessen store,the President of Waikiki Delights appeared on a number of TV shows to describe their stringent supply chain management and health regulations.This communication can be best classified as ________.

Accepted Answer

A)  sales promotion 
B)  conversation advertising 
C)  social media 
D)  public relations 
E)  personal selling 
A)  sales promotion 
B)  conversation advertising 
C)  social media 
D)  public relations 
E)  personal selling

Question 12

When you go to a website for textbooks,a pop-up ad appears for another company.This is an example of direct marketing.

Accepted Answer

A) True 
 B)False

Question 13

Roseberry Inc.,an American grocery manufacturing firm,introduces a new brand of cookies and snacks called TasteyBites.The firm negotiates with several retailers and wholesalers to stock TasteyBites range of cookies and snacks,as well as promote them thorough in-store marketing activities.However,the firm does not directly market its products to end consumers.In this example,Roseberry Inc.uses which of the following promotional strategies?

Accepted Answer

A)  digital strategy 
B)  pull strategy 
C)  operations strategy 
D)  pricing strategy 
E)  push strategy 
A)  digital strategy 
B)  pull strategy 
C)  operations strategy 
D)  pricing strategy 
E)  push strategy

Question 14

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

Accepted Answer

A)  supports advertising claims with real evidence 
B)  appeals directly to end customers 
C)  focuses on intermediaries 
D)  motivates wholesalers to promote its products 
E)  uses integrated marketing communications 
A)  supports advertising claims with real evidence 
B)  appeals directly to end customers 
C)  focuses on intermediaries 
D)  motivates wholesalers to promote its products 
E)  uses integrated marketing communications

Question 15

Reminder advertising tells past customers that a product is still available or a company is ready to serve their needs.

Accepted Answer

A) True 
 B)False

Question 16

Premium Hardware is an American manufacturer of hardware products that sells its products across the country.The firm runs a full-page ad in the local newspapers in Chicago,advertising specials that are available at Venture Hardware Store,a chain of retail outlets in Chicago.Since both Venture Hardware Store and Premium Hardware have shared the cost of this ad,this would be ________ advertising.

Accepted Answer

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

Question 17

Some interactive purchasing systems combine product placement with direct-response retailing so that consumers can use their TV remotes to buy products shown in a program.This is an example of ________.

Accepted Answer

A)  behavioral targeting 
B)  push strategy 
C)  hybrid media 
D)  implied claims 
E)  remarketing 
A)  behavioral targeting 
B)  push strategy 
C)  hybrid media 
D)  implied claims 
E)  remarketing

Question 18

Trying to attract buyers by advertising a product that you don't intend to sell,and then trying to sell them another,usually more expensive,product is known as ________.

Accepted Answer

A)  stealth advertising 
B)  bait and switch advertising 
C)  implied claims 
D)  reminder advertising 
E)  a push strategy 
A)  stealth advertising 
B)  bait and switch advertising 
C)  implied claims 
D)  reminder advertising 
E)  a push strategy

Question 19

The paid display or use of products in television shows,movies,and video games is referred to as media mix.

Accepted Answer

A) True 
 B)False

Question 20

Compare and contrast personal selling with consultative selling.

Accepted Answer

Personal selling refers to one-on-one in

Brand communities refer to formal or informal groups of people united by their interest in and ownership of particular products.

________ refer(s)to printed or electronic certificates that offer discounts on particular items and are redeemed at the time of purchase.

Discuss the similarities and differences between using search engine marketing and direct response television as marketing media.

Which of the following statements is true about direct marketing?

In ________,the salesperson recites or even reads a stock message,with no regard for the customer's unique circumstances.

The thinking behind celebrity involvement in advertising is that people will be more inclined to use products endorsed by a celebrity because they will identify with and want to be like this person.

The process of finding and qualifying potential customers is known as ________.

In the commercial for their new asthma drug,CHL Pharmaceuticals suggests that viewers should consult with their doctors for more information about the medication.In this example,CHL Pharmaceuticals uses which of the following strategies?

________ refers to a creative tactic designed to capture the audience's attention and promote preference for the product or company being advertised.

When you go to a website for textbooks,a pop-up ad appears for another company.This is an example of direct marketing.

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

Reminder advertising tells past customers that a product is still available or a company is ready to serve their needs.

Some interactive purchasing systems combine product placement with direct-response retailing so that consumers can use their TV remotes to buy products shown in a program.This is an example of ________.

Trying to attract buyers by advertising a product that you don't intend to sell,and then trying to sell them another,usually more expensive,product is known as ________.

The paid display or use of products in television shows,movies,and video games is referred to as media mix.

Compare and contrast personal selling with consultative selling.

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

Brand communities refer to formal or informal groups of people united by their interest in and ownership of particular products.

________ refer(s)to printed or electronic certificates that offer discounts on particular items and are redeemed at the time of purchase.

Discuss the similarities and differences between using search engine marketing and direct response television as marketing media.

Which of the following statements is true about direct marketing?

In ________,the salesperson recites or even reads a stock message,with no regard for the customer's unique circumstances.

The thinking behind celebrity involvement in advertising is that people will be more inclined to use products endorsed by a celebrity because they will identify with and want to be like this person.

The process of finding and qualifying potential customers is known as ________.

In the commercial for their new asthma drug,CHL Pharmaceuticals suggests that viewers should consult with their doctors for more information about the medication.In this example,CHL Pharmaceuticals uses which of the following strategies?

________ refers to a creative tactic designed to capture the audience's attention and promote preference for the product or company being advertised.

When you go to a website for textbooks,a pop-up ad appears for another company.This is an example of direct marketing.

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

Reminder advertising tells past customers that a product is still available or a company is ready to serve their needs.

Some interactive purchasing systems combine product placement with direct-response retailing so that consumers can use their TV remotes to buy products shown in a program.This is an example of ________.

Trying to attract buyers by advertising a product that you don't intend to sell,and then trying to sell them another,usually more expensive,product is known as ________.

The paid display or use of products in television shows,movies,and video games is referred to as media mix.

Compare and contrast personal selling with consultative selling.

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