Question 1

_____ includes selling and prospecting by telephone,answering phone inquires,and providing sales-related services to callers.

Accepted Answer

A)  Data mining 
B)  Data warehousing 
C)  Telemarketing 
D)  Polybagging 
E)  Merchandising 
A)  Data mining 
B)  Data warehousing 
C)  Telemarketing 
D)  Polybagging 
E)  Merchandising

Question 2

An IMC should reduce the cost of personal selling by:

Accepted Answer

A)  eliminating the need for database management. 
B)  communicating relevant information about the company before the sales call. 
C)  replacing the company's sales force with customer service representatives. 
D)  converting personal selling into a one-on-one medium. 
E)  making personal selling labor intensive. 
A)  eliminating the need for database management. 
B)  communicating relevant information about the company before the sales call. 
C)  replacing the company's sales force with customer service representatives. 
D)  converting personal selling into a one-on-one medium. 
E)  making personal selling labor intensive.

Question 3

Which of the following is true of compiled lists?

Accepted Answer

A)  They are purchased from list vendors. 
B)  They are lists that offer the highest response rate. 
C)  They can be rented but not bought. 
D)  They are confidential and cannot be shared with sources outside a company. 
E)  They are also known as house lists. 
A)  They are purchased from list vendors. 
B)  They are lists that offer the highest response rate. 
C)  They can be rented but not bought. 
D)  They are confidential and cannot be shared with sources outside a company. 
E)  They are also known as house lists.

Question 4

What are the four distinct communications functions that salespeople perform?

Accepted Answer

Salespeople provide four disti

Question 5

Trade concentration refers to lesser products going through fewer retailers.

Accepted Answer

A) True 
 B)False

Question 6

In an IMC program,the objective of personal selling is solely to make a sale.

Accepted Answer

A) True 
 B)False

Question 7

_____ is the use of promotional discounts to purchase large quantities of an item in one region,then shipping portions of the buy to areas where the discount is not offered.

Accepted Answer

A)  In-store sampling 
B)  Sweepstaking 
C)  Diverting 
D)  Counteradvertising 
E)  Personal selling 
A)  In-store sampling 
B)  Sweepstaking 
C)  Diverting 
D)  Counteradvertising 
E)  Personal selling

Question 8

Rented lists can be used without limit,for several mailings.

Accepted Answer

A) True 
 B)False

Question 9

_____ refers to short-term reductions in the price of a product.

Accepted Answer

A)  Sampling 
B)  Cents-off promotion 
C)  Buyback allowance 
D)  Slotting allowance 
E)  Spiff 
A)  Sampling 
B)  Cents-off promotion 
C)  Buyback allowance 
D)  Slotting allowance 
E)  Spiff

Question 10

How are contests and sweepstakes similar to one another? Explain.

Accepted Answer

A contest offers prizes based on entrant

Question 11

The kind of advertising direct marketers use is called direct-response advertising.This is because:

Accepted Answer

A)  it is restricted to direct-mail advertising. 
B)  responses from prospective customers cannot be tallied. 
C)  advertising is limited to requests for information. 
D)  it allows manufacturers to make trade deals directly with retailers. 
E)  direct marketing efforts are aimed at stimulating action from the customer. 
A)  it is restricted to direct-mail advertising. 
B)  responses from prospective customers cannot be tallied. 
C)  advertising is limited to requests for information. 
D)  it allows manufacturers to make trade deals directly with retailers. 
E)  direct marketing efforts are aimed at stimulating action from the customer.

Question 12

Trade advertising refers to:

Accepted Answer

A)  advertising targeted at members of the trade. 
B)  using broadcast media to attract customers for a product. 
C)  different types of pull strategies. 
D)  using a promotional discount to purchase large quantities of an item. 
E)  using freestanding inserts to reach out to customers. 
A)  advertising targeted at members of the trade. 
B)  using broadcast media to attract customers for a product. 
C)  different types of pull strategies. 
D)  using a promotional discount to purchase large quantities of an item. 
E)  using freestanding inserts to reach out to customers.

Question 13

Which of the following statements about telemarketing is true?

Accepted Answer

A)  It costs more money than personal selling. 
B)  It is more effective than personal selling. 
C)  Its primary form is person-to-person selling. 
D)  It is also known as door-to-door sales. 
E)  It is a direct-sales strategy. 
A)  It costs more money than personal selling. 
B)  It is more effective than personal selling. 
C)  Its primary form is person-to-person selling. 
D)  It is also known as door-to-door sales. 
E)  It is a direct-sales strategy.

Question 14

Which of the following is an example of a trade promotion?

Accepted Answer

A)  A magazine carries a shampoo sachet as a sample for customers to try out before buying more of the product. 
B)  A restaurant sends its customers a direct mail about food festivals and discounted meals that they can avail at the restaurant. 
C)  A newspaper carries freestanding inserts about discounts customers can avail at a movie theatre. 
D)  A clothing brand provides consumers coupons with which they can avail a discount on the woolen line of clothing. 
E)  A manufacturer offers a department store a buyback allowance for a line of cosmetic products that it hasn't sold. 
A)  A magazine carries a shampoo sachet as a sample for customers to try out before buying more of the product. 
B)  A restaurant sends its customers a direct mail about food festivals and discounted meals that they can avail at the restaurant. 
C)  A newspaper carries freestanding inserts about discounts customers can avail at a movie theatre. 
D)  A clothing brand provides consumers coupons with which they can avail a discount on the woolen line of clothing. 
E)  A manufacturer offers a department store a buyback allowance for a line of cosmetic products that it hasn't sold.

Question 15

Allen Hall Inc.makes redwood furniture for gardens.The company places ads in newspapers to encourage potential customers to place orders for its furniture catalogs.When these requests are received by the company,prospects' names and product details are entered into the company's electronic system to segment and grade prospective customers.In this scenario,Allen Hall is using:

Accepted Answer

A)  polybagging. 
B)  in-store sampling. 
C)  diverting. 
D)  telemarketing. 
E)  database marketing. 
A)  polybagging. 
B)  in-store sampling. 
C)  diverting. 
D)  telemarketing. 
E)  database marketing.

Question 16

Excessive trade deals build brand loyalty because they encourage customers to buy whatever brand is on sale.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is a difference between telemarketing and personal selling?

Accepted Answer

A)  Telemarketing is a direct-sales strategy whereas personal selling is not. 
B)  Telemarketing involves more face-to-face selling activities than personal selling. 
C)  Telemarketing costs lesser money than personal selling. 
D)  Personal selling involves providing sales-related services to callers whereas telemarketing does not. 
E)  Telemarketing occurs away from a fixed retail location whereas personal selling does not. 
A)  Telemarketing is a direct-sales strategy whereas personal selling is not. 
B)  Telemarketing involves more face-to-face selling activities than personal selling. 
C)  Telemarketing costs lesser money than personal selling. 
D)  Personal selling involves providing sales-related services to callers whereas telemarketing does not. 
E)  Telemarketing occurs away from a fixed retail location whereas personal selling does not.

Question 18

With the holiday season around the corner,Yoko,a brand of watches,wants to generate more traffic to its stores.To do this,the company decides to use P-O-P materials.Which of the following should Yoko use to implement this?

Accepted Answer

A)  Print ads to announce discounted offers on watches 
B)  Broadcast media to advertise its new line of watches 
C)  Window displays to showcase its most popular line of watches 
D)  Billboards that inform customers about seasonal offers 
E)  Freestanding inserts that are distributed with daily mail 
A)  Print ads to announce discounted offers on watches 
B)  Broadcast media to advertise its new line of watches 
C)  Window displays to showcase its most popular line of watches 
D)  Billboards that inform customers about seasonal offers 
E)  Freestanding inserts that are distributed with daily mail

Question 19

Direct mail has a higher cost per thousand than personal selling.

Accepted Answer

A) True 
 B)False

_____ includes selling and prospecting by telephone,answering phone inquires,and providing sales-related services to callers.

An IMC should reduce the cost of personal selling by:

Which of the following is true of compiled lists?

What are the four distinct communications functions that salespeople perform?

Trade concentration refers to lesser products going through fewer retailers.

In an IMC program,the objective of personal selling is solely to make a sale.

_____ is the use of promotional discounts to purchase large quantities of an item in one region,then shipping portions of the buy to areas where the discount is not offered.

Rented lists can be used without limit,for several mailings.

_____ refers to short-term reductions in the price of a product.

How are contests and sweepstakes similar to one another? Explain.

The kind of advertising direct marketers use is called direct-response advertising.This is because:

Trade advertising refers to:

Which of the following statements about telemarketing is true?

Which of the following is an example of a trade promotion?

Excessive trade deals build brand loyalty because they encourage customers to buy whatever brand is on sale.

Which of the following is a difference between telemarketing and personal selling?

With the holiday season around the corner,Yoko,a brand of watches,wants to generate more traffic to its stores.To do this,the company decides to use P-O-P materials.Which of the following should Yoko use to implement this?

Direct mail has a higher cost per thousand than personal selling.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Filters

Exam 18: Relationship Building

_____ includes selling and prospecting by telephone,answering phone inquires,and providing sales-related services to callers.

An IMC should reduce the cost of personal selling by:

Which of the following is true of compiled lists?

What are the four distinct communications functions that salespeople perform?

Trade concentration refers to lesser products going through fewer retailers.

In an IMC program,the objective of personal selling is solely to make a sale.

_____ is the use of promotional discounts to purchase large quantities of an item in one region,then shipping portions of the buy to areas where the discount is not offered.

Rented lists can be used without limit,for several mailings.

_____ refers to short-term reductions in the price of a product.

How are contests and sweepstakes similar to one another? Explain.

The kind of advertising direct marketers use is called direct-response advertising.This is because:

Trade advertising refers to:

Which of the following statements about telemarketing is true?

Which of the following is an example of a trade promotion?

Excessive trade deals build brand loyalty because they encourage customers to buy whatever brand is on sale.

Which of the following is a difference between telemarketing and personal selling?

With the holiday season around the corner,Yoko,a brand of watches,wants to generate more traffic to its stores.To do this,the company decides to use P-O-P materials.Which of the following should Yoko use to implement this?

Direct mail has a higher cost per thousand than personal selling.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Filters