Question 1

The advantage of personal selling over other components of the promotional mix comes about primarily because of the:

Accepted Answer

A) one-to-one communication with the customer that allows for a lot of product information to be given. 
B) low cost of maintaining a sales force and selling products through them. 
C) ability to most efficiently reach large numbers of individuals in a target market and provide them with a wide range of products to choose from. 
D) ability to reach the masses at a comparatively lesser time. 
A) one-to-one communication with the customer that allows for a lot of product information to be given. 
B) low cost of maintaining a sales force and selling products through them. 
C) ability to most efficiently reach large numbers of individuals in a target market and provide them with a wide range of products to choose from. 
D) ability to reach the masses at a comparatively lesser time.

Question 2

Discuss three types of new media used for advertisement.

Accepted Answer

Social networks have emerged as a new me

Question 3

Television is not effective to reach the emerging middle class in the developing world.

Accepted Answer

A) True 
 B)False

Question 4

In the competitive-parity method the most important rule is to spend one and a half times the share objective at the end of the first or second year.

Accepted Answer

A) True 
 B)False

Question 5

Publicity can be used to accomplish different objectives among different groups.

Accepted Answer

A) True 
 B)False

Question 6

Portal deals involve marketers paying web portals for prime or exclusive positions on the portals' websites.

Accepted Answer

A) True 
 B)False

Question 7

A major disadvantage of sales promotion is that:

Accepted Answer

A) it does not allow the promoter to concentrate on a particular target audience. 
B) customers tend to wait for the next promotion,rather than buying a product at full price. 
C) it fails to add interest to the sale of ordinary products. 
D) there is no scope for stimulating resellers to improve their performance. 
A) it does not allow the promoter to concentrate on a particular target audience. 
B) customers tend to wait for the next promotion,rather than buying a product at full price. 
C) it fails to add interest to the sale of ordinary products. 
D) there is no scope for stimulating resellers to improve their performance.

Question 8

The advertising manager of Anthony and Co. ,a U.S.based company,wants to market its new range of detergents in such a way that it reaches the entire country within the shortest time possible.The manager is further looking for a media type that will allow the product to be displayed and shown in use.Which media type would be the most appropriate for Anthony and Co?

Accepted Answer

A) Radio 
B) Local newspapers 
C) National network television 
D) Direct mail 
A) Radio 
B) Local newspapers 
C) National network television 
D) Direct mail

Question 9

Which of the following elements of marketing mix supports both pull and push strategies?

Accepted Answer

A) Advertising 
B) Personal selling 
C) Consumer promotion 
D) Public relations 
A) Advertising 
B) Personal selling 
C) Consumer promotion 
D) Public relations

Question 10

Which of the following is an example of a source of the marketing message?

Accepted Answer

A) a company spokesperson 
B) a call for action 
C) a target buyer 
D) an emotional appeal 
A) a company spokesperson 
B) a call for action 
C) a target buyer 
D) an emotional appeal

Question 11

Roger,the CEO of Alfresco Solutions,strives to maintain good relationships with media personnel.He gives interviews and press releases to support his company's products.These activities are part of:

Accepted Answer

A) cooperative advertising. 
B) sponsorship programs. 
C) public relations. 
D) trade extensions. 
A) cooperative advertising. 
B) sponsorship programs. 
C) public relations. 
D) trade extensions.

Question 12

Direct marketing has very low cost per exposure and high response rate.

Accepted Answer

A) True 
 B)False

Question 13

Gross rating points are calculated by multiplying reach by average frequency.

Accepted Answer

A) True 
 B)False

Question 14

Explain the two types of after tests used to measure advertising?

Accepted Answer

Recognition tests are the most popular p

Question 15

In practice,sales promotion always plays a dominant role in the promotion mix.

Accepted Answer

A) True 
 B)False

Question 16

Define reach and frequency.

Accepted Answer

Reach: The number (or percent)

Question 17

Advertising is more important than personal selling when:

Accepted Answer

A) number and dispersion of customers is large. 
B) the product is highly complex. 
C) buyers' information needs are high. 
D) much postpurchase service is requireD. 
A) number and dispersion of customers is large. 
B) the product is highly complex. 
C) buyers' information needs are high. 
D) much postpurchase service is requireD.

Question 18

When advertising dominates,the idea is to:

Accepted Answer

A) sell products at a high price by creating a focused and limited demand. 
B) encourage the customer to pull the product through the distribution channel. 
C) reduce the importance of pull strategies in increasing a product's sale. 
D) provide incentives and bonuses to salespeople to increase sales of a product. 
A) sell products at a high price by creating a focused and limited demand. 
B) encourage the customer to pull the product through the distribution channel. 
C) reduce the importance of pull strategies in increasing a product's sale. 
D) provide incentives and bonuses to salespeople to increase sales of a product.

Question 19

The percentage-of-sales method sets the relative promotional spending equal to the brand's market share,or larger if an attempt is being made to increase share.

Accepted Answer

A) True 
 B)False

Question 20

The sales cycle refers to the duration that it will take to meet with the various decision makers and convince them to try the product.

Accepted Answer

A) True 
 B)False

The advantage of personal selling over other components of the promotional mix comes about primarily because of the:

Discuss three types of new media used for advertisement.

Television is not effective to reach the emerging middle class in the developing world.

In the competitive-parity method the most important rule is to spend one and a half times the share objective at the end of the first or second year.

Publicity can be used to accomplish different objectives among different groups.

Portal deals involve marketers paying web portals for prime or exclusive positions on the portals' websites.

A major disadvantage of sales promotion is that:

Which of the following elements of marketing mix supports both pull and push strategies?

Which of the following is an example of a source of the marketing message?

Roger,the CEO of Alfresco Solutions,strives to maintain good relationships with media personnel.He gives interviews and press releases to support his company's products.These activities are part of:

Direct marketing has very low cost per exposure and high response rate.

Gross rating points are calculated by multiplying reach by average frequency.

Explain the two types of after tests used to measure advertising?

In practice,sales promotion always plays a dominant role in the promotion mix.

Define reach and frequency.

Advertising is more important than personal selling when:

When advertising dominates,the idea is to:

The percentage-of-sales method sets the relative promotional spending equal to the brand's market share,or larger if an attempt is being made to increase share.

The sales cycle refers to the duration that it will take to meet with the various decision makers and convince them to try the product.

The Marketing Management Process

The Marketing Implications of Corporate and Business Strategies

Understanding Market Opportunities

Understanding Consumer Buying Behavior

Understanding Organizational Markets and Buying Behavior

Measuring Market Opportunities: Forecasting and Market Knowledge

Targeting Attractive Market Segments

Differentiation and Brand Positioning

Business Strategies: a Foundation for Marketing Program Decisions

Product Decisions

Pricing Decisions

Distribution Channel Decisions

Marketing Strategies for a Digitally Networked World

Strategies for New and Growing Markets

Strategies for Mature and Declining Markets

Organizing and Planning for Effective Implementation

Measuring and Delivering Marketing Performance

Filters

Exam 13: Integrated Promotion Decisions

The advantage of personal selling over other components of the promotional mix comes about primarily because of the:

Discuss three types of new media used for advertisement.

Television is not effective to reach the emerging middle class in the developing world.

In the competitive-parity method the most important rule is to spend one and a half times the share objective at the end of the first or second year.

Publicity can be used to accomplish different objectives among different groups.

Portal deals involve marketers paying web portals for prime or exclusive positions on the portals' websites.

A major disadvantage of sales promotion is that:

Which of the following elements of marketing mix supports both pull and push strategies?

Which of the following is an example of a source of the marketing message?

Roger,the CEO of Alfresco Solutions,strives to maintain good relationships with media personnel.He gives interviews and press releases to support his company's products.These activities are part of:

Direct marketing has very low cost per exposure and high response rate.

Gross rating points are calculated by multiplying reach by average frequency.

Explain the two types of after tests used to measure advertising?

In practice,sales promotion always plays a dominant role in the promotion mix.

Define reach and frequency.

Advertising is more important than personal selling when:

When advertising dominates,the idea is to:

The percentage-of-sales method sets the relative promotional spending equal to the brand's market share,or larger if an attempt is being made to increase share.

The sales cycle refers to the duration that it will take to meet with the various decision makers and convince them to try the product.

The Marketing Management Process

The Marketing Implications of Corporate and Business Strategies

Understanding Market Opportunities

Understanding Consumer Buying Behavior

Understanding Organizational Markets and Buying Behavior

Measuring Market Opportunities: Forecasting and Market Knowledge

Targeting Attractive Market Segments

Differentiation and Brand Positioning

Business Strategies: a Foundation for Marketing Program Decisions

Product Decisions

Pricing Decisions

Distribution Channel Decisions

Marketing Strategies for a Digitally Networked World

Strategies for New and Growing Markets

Strategies for Mature and Declining Markets

Organizing and Planning for Effective Implementation

Measuring and Delivering Marketing Performance

Filters