Question 1

What is the most costly way to communicate with prospects?

Accepted Answer

Personal selling is the most c

Question 2

As an IMC medium,telemarketing is the next best thing to a face-to-face,personal sales call.

Accepted Answer

A) True 
 B)False

Question 3

Seamless,consistent communication,from every corner of the company,is how a firm earns a good reputation.

Accepted Answer

A) True 
 B)False

Question 4

What is another name for direct-response advertising?

Accepted Answer

Action advertising
Feedback: T

Question 5

List three disadvantages of personal selling as a marketing communications tool.

Accepted Answer

Three disadvantages of personal selling

Question 6

The trend toward self-service retailing is decreasing the importance of P-O-P materials.

Accepted Answer

A) True 
 B)False

Question 7

The single biggest weakness of personal selling is:

Accepted Answer

A)  its cost. 
B)  how it is viewed as an invasion of privacy. 
C)  its impersonal nature. 
D)  the slowness with which buyer-seller relationships grows. 
E)  database capabilities. 
A)  its cost. 
B)  how it is viewed as an invasion of privacy. 
C)  its impersonal nature. 
D)  the slowness with which buyer-seller relationships grows. 
E)  database capabilities.

Question 8

The RFM formula can be used to determine how much of an IMC program should be devoted to direct marketing.

Accepted Answer

A) True 
 B)False

Question 9

In the Moosehead Cabin Fever Rescue Promotion,beer retailers were sent an inflatable bush plane with 30-inch wingspan that appeared to be dropping a parachute that holds a Moosehead 12-pack box.Moosehead probably had to pay a(n)_____ to encourage retailers to use this rather large promotional material in their stores.

Accepted Answer

A)  display allowance 
B)  buyback allowance 
C)  placement allowance 
D)  trade fee 
E)  inserting allowance 
A)  display allowance 
B)  buyback allowance 
C)  placement allowance 
D)  trade fee 
E)  inserting allowance

Question 10

What are the two primary forms of personal selling?

Accepted Answer

A)  Person-to-person and group sales 
B)  Impersonal sales and dealer loader 
C)  Rebates and contests 
D)  Internet and television 
E)  Order-taker and order-filler 
A)  Person-to-person and group sales 
B)  Impersonal sales and dealer loader 
C)  Rebates and contests 
D)  Internet and television 
E)  Order-taker and order-filler

Question 11

The objective of personal selling in an IMC program is to:

Accepted Answer

A)  create a total quality marketing (TQM)program. 
B)  create transactional relationships between retailers and sellers. 
C)  build a relationship that will provide long-term benefits to both buyers and sellers. 
D)  provide sellers with an inexpensive interpersonal communication approach to promoting products. 
E)  provide buyers with the tools needed to negotiate the best possible deals. 
A)  create a total quality marketing (TQM)program. 
B)  create transactional relationships between retailers and sellers. 
C)  build a relationship that will provide long-term benefits to both buyers and sellers. 
D)  provide sellers with an inexpensive interpersonal communication approach to promoting products. 
E)  provide buyers with the tools needed to negotiate the best possible deals.

Question 12

Differentiate between a push and a pull strategy.

Accepted Answer

Push strategies are primarily designed t

Question 13

List and describe the two direct-sales strategies.

Accepted Answer

The first form is personal direct sellin

Question 14

Marmot Mountain Works sells whitewater rafting and kayaking trips,and related merchandise.Marmot Mountain Works uses the Internet as its _____ to connect its customers and prospects with the company to provide them with information on upcoming trips,new gear,and sales.

Accepted Answer

A)  linkage media 
B)  interactive communication capability 
C)  indirect-response advertising device 
D)  interstitial 
E)  feedback encoding device 
A)  linkage media 
B)  interactive communication capability 
C)  indirect-response advertising device 
D)  interstitial 
E)  feedback encoding device

Question 15

A _____ strategy is primarily designed to secure the cooperation of retailers.

Accepted Answer

A)  push 
B)  pull 
C)  parallel 
D)  cohort 
E)  channel 
A)  push 
B)  pull 
C)  parallel 
D)  cohort 
E)  channel

Question 16

What are the four most significant roles personal selling plays in IMC?

Accepted Answer

The four roles are gathering i

Question 17

In reality,sales promotion is only supplementary to personal selling and advertising because it makes the two activities more effective.

Accepted Answer

A) True 
 B)False

Question 18

While advertising helps build market volume,sales promotion helps build long-term market value.

Accepted Answer

A) True 
 B)False

Question 19

What is meant by linkage media?

Accepted Answer

Linkage media is the media tha

Question 20

Which of the following is the best example of direct-response broadcast advertising?

Accepted Answer

A)  A CD offering you a trial subscription to an online music review magazine. 
B)  A catalog featuring children's clothing. 
C)  A TV infomercial for exercise equipment. 
D)  A telemarketing call selling investment opportunities. 
E)  A commercial before a movie in a theater that asks you to shop at Friedman's Furniture Store. 
A)  A CD offering you a trial subscription to an online music review magazine. 
B)  A catalog featuring children's clothing. 
C)  A TV infomercial for exercise equipment. 
D)  A telemarketing call selling investment opportunities. 
E)  A commercial before a movie in a theater that asks you to shop at Friedman's Furniture Store.

What is the most costly way to communicate with prospects?

As an IMC medium,telemarketing is the next best thing to a face-to-face,personal sales call.

Seamless,consistent communication,from every corner of the company,is how a firm earns a good reputation.

What is another name for direct-response advertising?

List three disadvantages of personal selling as a marketing communications tool.

The trend toward self-service retailing is decreasing the importance of P-O-P materials.

The single biggest weakness of personal selling is:

The RFM formula can be used to determine how much of an IMC program should be devoted to direct marketing.

What are the two primary forms of personal selling?

The objective of personal selling in an IMC program is to:

Differentiate between a push and a pull strategy.

List and describe the two direct-sales strategies.

Marmot Mountain Works sells whitewater rafting and kayaking trips,and related merchandise.Marmot Mountain Works uses the Internet as its _____ to connect its customers and prospects with the company to provide them with information on upcoming trips,new gear,and sales.

A _____ strategy is primarily designed to secure the cooperation of retailers.

What are the four most significant roles personal selling plays in IMC?

In reality,sales promotion is only supplementary to personal selling and advertising because it makes the two activities more effective.

While advertising helps build market volume,sales promotion helps build long-term market value.

What is meant by linkage media?

Which of the following is the best example of direct-response broadcast advertising?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Filters

Exam 17: Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

What is the most costly way to communicate with prospects?

As an IMC medium,telemarketing is the next best thing to a face-to-face,personal sales call.

Seamless,consistent communication,from every corner of the company,is how a firm earns a good reputation.

What is another name for direct-response advertising?

List three disadvantages of personal selling as a marketing communications tool.

The trend toward self-service retailing is decreasing the importance of P-O-P materials.

The single biggest weakness of personal selling is:

The RFM formula can be used to determine how much of an IMC program should be devoted to direct marketing.

What are the two primary forms of personal selling?

The objective of personal selling in an IMC program is to:

Differentiate between a push and a pull strategy.

List and describe the two direct-sales strategies.

Marmot Mountain Works sells whitewater rafting and kayaking trips,and related merchandise.Marmot Mountain Works uses the Internet as its _____ to connect its customers and prospects with the company to provide them with information on upcoming trips,new gear,and sales.

A _____ strategy is primarily designed to secure the cooperation of retailers.

What are the four most significant roles personal selling plays in IMC?

In reality,sales promotion is only supplementary to personal selling and advertising because it makes the two activities more effective.

While advertising helps build market volume,sales promotion helps build long-term market value.

What is meant by linkage media?

Which of the following is the best example of direct-response broadcast advertising?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Filters