Question 1

which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Accepted Answer

A)  introduction 
B)  growth 
C)  incubation 
D)  maturity 
E)  decline 
A)  introduction 
B)  growth 
C)  incubation 
D)  maturity 
E)  decline

Question 2

the hierarchy of effects,the consumer's repeated purchase and use of the product or brand is referred to as the _________ stage.

Accepted Answer

A)  evaluation 
B)  adoption 
C)  awareness 
D)  interest 
E)  trial 
A)  evaluation 
B)  adoption 
C)  awareness 
D)  interest 
E)  trial

Question 3

Imagine you have overheard the owner of a medium-sized manufacturing company saying,"We had a good year,and I think next year will be even better.I'm going to raise this year's promotion budget 4.5 percent based on last year's gross sales.That will let me do more advertising than the 3.5 percent I budgeted last year." From this information,the manufacturer is using __________ budgeting.

Accepted Answer

A)  percentage of sales 
B)  competitive parity 
C)  all-you-can-afford 
D)  objective and task 
E)  linear forecast 
A)  percentage of sales 
B)  competitive parity 
C)  all-you-can-afford 
D)  objective and task 
E)  linear forecast

Question 4

combination of one or more communication tools used to: (1)inform prospective buyers about the benefits of the product, (2)persuade them to try it,and (3)remind them later about the benefits they enjoyed by using the product is referred to as the __________.

Accepted Answer

A)  promotion channel 
B)  channel of communication 
C)  marketing matrix 
D)  promotional mix 
E)  media mix 
A)  promotion channel 
B)  channel of communication 
C)  marketing matrix 
D)  promotional mix 
E)  media mix

Question 5

Which of the following statements describes a disadvantage associated with personal selling?

Accepted Answer

A)  Presentations often provide little opportunity for consumer feedback. 
B)  Personal selling permits too much wasted coverage. 
C)  There may be inconsistency in the presentation of the message from one salesperson to another. 
D)  A salesperson cannot control to whom a presentation is made. 
E)  Personal selling is subject to extensive federal, state, and company regulation. 
A)  Presentations often provide little opportunity for consumer feedback. 
B)  Personal selling permits too much wasted coverage. 
C)  There may be inconsistency in the presentation of the message from one salesperson to another. 
D)  A salesperson cannot control to whom a presentation is made. 
E)  Personal selling is subject to extensive federal, state, and company regulation.

Question 6

actions a firm takes during the promotion decision process include __________,executing,and assessing the promotion program.

Accepted Answer

A)  pretesting 
B)  developing 
C)  stating the mission 
D)  selecting the appeal 
E)  selecting the media 
A)  pretesting 
B)  developing 
C)  stating the mission 
D)  selecting the appeal 
E)  selecting the media

Question 7

company or person who has information to convey during the communication process is referred to as a(n)__________.

Accepted Answer

A)  encryptor 
B)  message carrier 
C)  originator 
D)  receiver 
E)  source 
A)  encryptor 
B)  message carrier 
C)  originator 
D)  receiver 
E)  source

Question 8

result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as __________.

Accepted Answer

A)  direct orders 
B)  lead generation 
C)  traffic generation 
D)  indirect orders 
E)  prospect bid 
A)  direct orders 
B)  lead generation 
C)  traffic generation 
D)  indirect orders 
E)  prospect bid

Question 9

form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services is referred to as __________.

Accepted Answer

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

Question 10

respect to a product for which a promotional mix is being developed,risk

Accepted Answer

A)  refers to the degree of service or support required after the sale. 
B)  refers to the technical sophistication of the product and hence the amount of understanding required to use it. 
C)  in a product means there should be less emphasis on personal selling. 
D)  can be assessed in terms of financial, social, and physical aspects. 
E)  is irrelevant. 
A)  refers to the degree of service or support required after the sale. 
B)  refers to the technical sophistication of the product and hence the amount of understanding required to use it. 
C)  in a product means there should be less emphasis on personal selling. 
D)  can be assessed in terms of financial, social, and physical aspects. 
E)  is irrelevant.

Question 11

the hierarchy of effects,adoption refers to

Accepted Answer

A)  the point at which the consumer accepts the integrity of the manufacturer and the reliability of the product. 
B)  the consumer's appraisal of the product or brand on the majority of important attributes. 
C)  an increase in the consumer's desire to learn about some of the features of the product or brand. 
D)  the consumer's actual first purchase and use of the product or brand. 
E)  the consumer's repeated purchase and use of the product or brand after a favorable experience on the first trial. 
A)  the point at which the consumer accepts the integrity of the manufacturer and the reliability of the product. 
B)  the consumer's appraisal of the product or brand on the majority of important attributes. 
C)  an increase in the consumer's desire to learn about some of the features of the product or brand. 
D)  the consumer's actual first purchase and use of the product or brand. 
E)  the consumer's repeated purchase and use of the product or brand after a favorable experience on the first trial.

Question 12

the hierarchy of effects,an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the _________ stage.

Accepted Answer

A)  adoption 
B)  evaluation 
C)  awareness 
D)  interest 
E)  trial 
A)  adoption 
B)  evaluation 
C)  awareness 
D)  interest 
E)  trial

Question 13

personal selling,__________ often consists of interactive communication.

Accepted Answer

A)  direct marketing 
B)  advertising 
C)  a sales promotion 
D)  publicity 
E)  a public service announcement 
A)  direct marketing 
B)  advertising 
C)  a sales promotion 
D)  publicity 
E)  a public service announcement

Question 14

first decision in developing the promotion program is to __________.

Accepted Answer

A)  set the budget 
B)  state the mission 
C)  identify the target audience 
D)  select the appeal 
E)  select the media 
A)  set the budget 
B)  state the mission 
C)  identify the target audience 
D)  select the appeal 
E)  select the media

Question 15

Allegra is an antihistamine.To create brand awareness,the company 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 half-heartedly 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 company's marketing campaign is an example of how marketers use __________.

Accepted Answer

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

Question 16

means (salesperson,advertising media,or public relations tools)of conveying a message to a receiver during the communication process is referred to as the __________.

Accepted Answer

A)  channel of communication 
B)  information corridor 
C)  communications highway 
D)  information pathway 
E)  information channel 
A)  channel of communication 
B)  information corridor 
C)  communications highway 
D)  information pathway 
E)  information channel

Question 17

are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Accepted Answer

Publicity is a nonpersonal,indirectly pa

Question 18

__________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

Accepted Answer

A)  promotional mix 
B)  promotion channel 
C)  communication message 
D)  marketing matrix 
E)  media mix 
A)  promotional mix 
B)  promotion channel 
C)  communication message 
D)  marketing matrix 
E)  media mix

Question 19

Which of the following would be LEAST LIKELY to be used for mass selling?

Accepted Answer

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

Question 20

Figure 17-4
-During the postpurchase stage of the consumer purchase decision process,marketers want to reduce postpurchase anxiety for their customers.Which of the following would be most useful for accomplishing this objective?

Accepted Answer

A)  advertising only 
B)  personal selling only 
C)  sales promotion and advertising 
D)  publicity and advertising 
E)  advertising and personal selling 
A)  advertising only 
B)  personal selling only 
C)  sales promotion and advertising 
D)  publicity and advertising 
E)  advertising and personal selling

which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

the hierarchy of effects,the consumer's repeated purchase and use of the product or brand is referred to as the _________ stage.

combination of one or more communication tools used to: (1)inform prospective buyers about the benefits of the product, (2)persuade them to try it,and (3)remind them later about the benefits they enjoyed by using the product is referred to as the __________.

Which of the following statements describes a disadvantage associated with personal selling?

actions a firm takes during the promotion decision process include __________,executing,and assessing the promotion program.

company or person who has information to convey during the communication process is referred to as a(n)__________.

result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as __________.

form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services is referred to as __________.

respect to a product for which a promotional mix is being developed,risk

the hierarchy of effects,adoption refers to

the hierarchy of effects,an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the _________ stage.

personal selling,__________ often consists of interactive communication.

first decision in developing the promotion program is to __________.

means (salesperson,advertising media,or public relations tools)of conveying a message to a receiver during the communication process is referred to as the __________.

are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

__________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

Which of the following would be LEAST LIKELY to be used for mass selling?

Figure 17-4 -During the postpurchase stage of the consumer purchase decision process,marketers want to reduce postpurchase anxiety for their customers.Which of the following would be most useful for accomplishing this objective?

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 Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters

Exam 17: Integrated Marketing Communications and Direct Marketing

which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

the hierarchy of effects,the consumer's repeated purchase and use of the product or brand is referred to as the _________ stage.

combination of one or more communication tools used to: (1)inform prospective buyers about the benefits of the product, (2)persuade them to try it,and (3)remind them later about the benefits they enjoyed by using the product is referred to as the __________.

Which of the following statements describes a disadvantage associated with personal selling?

actions a firm takes during the promotion decision process include __________,executing,and assessing the promotion program.

company or person who has information to convey during the communication process is referred to as a(n)__________.

result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as __________.

form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services is referred to as __________.

respect to a product for which a promotional mix is being developed,risk

the hierarchy of effects,adoption refers to

the hierarchy of effects,an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the _________ stage.

personal selling,__________ often consists of interactive communication.

first decision in developing the promotion program is to __________.

means (salesperson,advertising media,or public relations tools)of conveying a message to a receiver during the communication process is referred to as the __________.

are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

__________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

Which of the following would be LEAST LIKELY to be used for mass selling?

Figure 17-4 -During the postpurchase stage of the consumer purchase decision process,marketers want to reduce postpurchase anxiety for their customers.Which of the following would be most useful for accomplishing this objective?

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 Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters