Question 1

In the hierarchy of effects,evaluation refers to

Accepted Answer

A) the consumer's ability to recognize and remember the product or brand name. 
B) the consumer's appraisal of the product or brand on important attributes. 
C) an increase in the consumer's desire to learn about some of the features of the product or brand. 
D) a favorable experience on the first trial,resulting in the consumer's repeated purchase and use of the product or brand. 
E) the consumer's first actual purchase and use of the product or brand. 
A) the consumer's ability to recognize and remember the product or brand name. 
B) the consumer's appraisal of the product or brand on important attributes. 
C) an increase in the consumer's desire to learn about some of the features of the product or brand. 
D) a favorable experience on the first trial,resulting in the consumer's repeated purchase and use of the product or brand. 
E) the consumer's first actual purchase and use of the product or brand.

Question 2

Consumers who read,hear,or see the message sent by a source during the communication process are referred to as

Accepted Answer

A) decoders. 
B) the target market. 
C) receivers. 
D) sources. 
E) encoders. 
A) decoders. 
B) the target market. 
C) receivers. 
D) sources. 
E) encoders.

Question 3

Carrying out the promotion program can be expensive and time consuming.One researcher estimates that "an organization with sales between $200 million and $500 million will need ________ years" to successfully implement an IMC program.

Accepted Answer

A) two 
B) three 
C) four 
D) five 
E) 10 
A) two 
B) three 
C) four 
D) five 
E) 10

Question 4

Amanda received a postcard from a local wellness spa.The card invited her to attend an invitation-only open house and receive a 20 percent discount on her first service scheduled that day.She went to the spa later in the week to consider getting a facial.With respect to Amanda,the postcard from the spa was a form of direct marketing used to

Accepted Answer

A) generate direct orders. 
B) generate leads. 
C) create awareness. 
D) generate traffic. 
E) create a new image. 
A) generate direct orders. 
B) generate leads. 
C) create awareness. 
D) generate traffic. 
E) create a new image.

Question 5

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Accepted Answer

A) introduction 
B) growth 
C) maturity 
D) accelerated development 
E) early growth 
A) introduction 
B) growth 
C) maturity 
D) accelerated development 
E) early growth

Question 6

The local radio station broadcast a story about a dry cleaner who requested coat donations.The company offered to clean the coats and deliver them to people in need.The various addresses of the dry cleaner chain were also broadcast so that donations could be dropped off.Since this featured business did not pay for this exposure,it benefited from

Accepted Answer

A) advertising. 
B) direct marketing. 
C) personal selling. 
D) publicity. 
E) sales promotion. 
A) advertising. 
B) direct marketing. 
C) personal selling. 
D) publicity. 
E) sales promotion.

Question 7

The two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision is referred to as

Accepted Answer

A) sales promotion. 
B) personal selling. 
C) direct selling. 
D) advertising. 
E) public relations. 
A) sales promotion. 
B) personal selling. 
C) direct selling. 
D) advertising. 
E) public relations.

Question 8

What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

Accepted Answer

Personal selling is the two-way flow of

Question 9

What is the nature of the "paid" aspect of advertising?

Accepted Answer

A) Fees are paid for space or time in the medium. 
B) Fees are paid to salespeople as either salaries or commissions. 
C) Fees are paid to creative arts contributors,but there is no direct payment to media. 
D) There is a wide range of fees paid depending upon the promotion selected. 
E) The primary costs are associated with data transmission for telephone or the Internet. 
A) Fees are paid for space or time in the medium. 
B) Fees are paid to salespeople as either salaries or commissions. 
C) Fees are paid to creative arts contributors,but there is no direct payment to media. 
D) There is a wide range of fees paid depending upon the promotion selected. 
E) The primary costs are associated with data transmission for telephone or the Internet.

Question 10

Allegra is an antihistamine.To create brand awareness,Allegra's manufacturer is offering people who request information about the product a seat cushion to use at their favorite sporting event.Its television ad shows a woman halfheartedly watching a sporting event.The voiceover asks if she is bored or congested.In the next scene,the person is having a great time and is decongested after taking Allegra.This use of the same promotional theme throughout a product's marketing campaign is an example of how marketers use

Accepted Answer

A) the retailing mix. 
B) integrated marketing communications. 
C) the branding mix. 
D) coordinated channels of communication. 
E) marketing by objectives. 
A) the retailing mix. 
B) integrated marketing communications. 
C) the branding mix. 
D) coordinated channels of communication. 
E) marketing by objectives.

Question 11

List the key elements of the promotional mix.Why are they used?

Accepted Answer

The promotional mix is the combination o

Question 12

Figure 17-2
  
-To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled B represents

Accepted Answer

A) advertising. 
B) personal selling. 
C) public relations. 
D) sales promotion. 
E) direct marketing. 
A) advertising. 
B) personal selling. 
C) public relations. 
D) sales promotion. 
E) direct marketing.

Question 13

All of the following are examples of direct marketing tools except which?

Accepted Answer

A) direct mail 
B) telephone solicitations 
C) rebates 
D) catalogs 
E) direct-response ads on TV 
A) direct mail 
B) telephone solicitations 
C) rebates 
D) catalogs 
E) direct-response ads on TV

Question 14

In the feedback loop of the communication process,feedback refers to

Accepted Answer

A) the sender's interpretation of the response that indicates whether the message was decoded and understood as intended. 
B) the impact the message had on the receiver's knowledge,attitude,or behaviors during the communications process. 
C) a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop. 
D) any unsolicited response from consumers or potential consumers regarding a company's message. 
E) extraneous factors that can work against effective communication by distorting a message or the feedback received. 
A) the sender's interpretation of the response that indicates whether the message was decoded and understood as intended. 
B) the impact the message had on the receiver's knowledge,attitude,or behaviors during the communications process. 
C) a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop. 
D) any unsolicited response from consumers or potential consumers regarding a company's message. 
E) extraneous factors that can work against effective communication by distorting a message or the feedback received.

Question 15

Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Australia and Japan,have requirements for mandatory "opt-in," which means

Accepted Answer

A) global marketers must pay a special fee beyond the regular postage for the privilege of using a country's postal system. 
B) global marketers wishing to use direct marketing must have all mailings approved by their respective trade commissions for appropriateness of content. 
C) global marketers have to purchase special "catalog" postage at a cost higher than that charged for the same weight of mail sent from one individual to another. 
D) consumers have to pay a special fee to the government to defray the costs of mail carriers having to handle larger volumes of mail from catalogues. 
E) potential customers must give permission to include their name on a list for direct marketing solicitations. 
A) global marketers must pay a special fee beyond the regular postage for the privilege of using a country's postal system. 
B) global marketers wishing to use direct marketing must have all mailings approved by their respective trade commissions for appropriateness of content. 
C) global marketers have to purchase special "catalog" postage at a cost higher than that charged for the same weight of mail sent from one individual to another. 
D) consumers have to pay a special fee to the government to defray the costs of mail carriers having to handle larger volumes of mail from catalogues. 
E) potential customers must give permission to include their name on a list for direct marketing solicitations.

Question 16

Figure 17-1
  
-Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J).The position labeled C is referred to as

Accepted Answer

A) the message. 
B) the receiver. 
C) the fields of experience. 
D) encoding. 
E) feedback. 
A) the message. 
B) the receiver. 
C) the fields of experience. 
D) encoding. 
E) feedback.

Question 17

Amazon.com,a successful online retailer,manages an extensive customer database that is used to determine which products are suggested to each customer.Some data are best collected from the customer;other data are best collected from the businesses where purchases are made.Which of the following customer data are best collected from the customer?

Accepted Answer

A) brand 
B) price 
C) media use 
D) model 
E) quantity 
A) brand 
B) price 
C) media use 
D) model 
E) quantity

Question 18

Which promotional element is particularly important to business buyers?

Accepted Answer

A) public relations 
B) publicity 
C) sales promotion 
D) rebates 
E) personal selling 
A) public relations 
B) publicity 
C) sales promotion 
D) rebates 
E) personal selling

Question 19

Figure 17-1
  
-Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J).The positions labeled H and I are referred to as

Accepted Answer

A) encoding and decoding. 
B) the message and noise. 
C) the fields of experience and noise. 
D) feedback and response. 
E) the message and feedback. 
A) encoding and decoding. 
B) the message and noise. 
C) the fields of experience and noise. 
D) feedback and response. 
E) the message and feedback.

Question 20

What three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Accepted Answer

Three specific characteristics that shou

In the hierarchy of effects,evaluation refers to

Consumers who read,hear,or see the message sent by a source during the communication process are referred to as

Carrying out the promotion program can be expensive and time consuming.One researcher estimates that "an organization with sales between $200 million and $500 million will need ________ years" to successfully implement an IMC program.

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

The two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision is referred to as

What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

What is the nature of the "paid" aspect of advertising?

List the key elements of the promotional mix.Why are they used?

Figure 17-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled B represents

All of the following are examples of direct marketing tools except which?

In the feedback loop of the communication process,feedback refers to

Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Australia and Japan,have requirements for mandatory "opt-in," which means

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J).The position labeled C is referred to as

Which promotional element is particularly important to business buyers?

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J).The positions labeled H and I are referred to as

What three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, targeting, and Positioning

Developing New Products and Services

Managing Successful Products, services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Advertising,sales Promotion,and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

Filters

Exam 17: Integrated Marketing Communications and Direct Marketing

In the hierarchy of effects,evaluation refers to

Consumers who read,hear,or see the message sent by a source during the communication process are referred to as

Carrying out the promotion program can be expensive and time consuming.One researcher estimates that "an organization with sales between $200 million and $500 million will need ________ years" to successfully implement an IMC program.

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

The two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision is referred to as

What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

What is the nature of the "paid" aspect of advertising?

List the key elements of the promotional mix.Why are they used?

Figure 17-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled B represents

All of the following are examples of direct marketing tools except which?

In the feedback loop of the communication process,feedback refers to

Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Australia and Japan,have requirements for mandatory "opt-in," which means

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J).The position labeled C is referred to as

Which promotional element is particularly important to business buyers?

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J).The positions labeled H and I are referred to as

What three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, targeting, and Positioning

Developing New Products and Services

Managing Successful Products, services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Advertising,sales Promotion,and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

Filters