Question 1

One-on-one interaction between a salesperson and a prospective buyer is called ________.

Accepted Answer

A)  personal selling 
B)  direct marketing 
C)  prospecting 
D)  sales promotion 
E)  specialty advertising

Question 2

Compare and contrast push strategy with pull strategy.

Accepted Answer

The answer of Compare and contrast push strategy with pull...

Question 3

The paid display or use of products in television shows,movies,and video games is referred to as media mix.

Accepted Answer

A) True 
 B)False

Question 4

The manufacturers of Zap Deodorant,a newly launched brand of men's deodorants,decide to provide coupons for 50-cents off on all their products in the Sunday newspaper.This is an example of what element in the communication mix?

Accepted Answer

A)  conversation advertising 
B)  social media 
C)  public relations 
D)  personal selling 
E)  sales promotion

Question 5

Marketers are using ________ as a new way of integrating advertising with content,such as web links embedded in commercials on TV shows that viewers watch on Hulu or Netflix.

Accepted Answer

A)  social intuition 
B)  strategic remarketing 
C)  hybrid media 
D)  stealth marketing 
E)  the power of suggestion

Question 6

The chief downside of trade allowances is that they can lead to ________,in which the retailer buys a large quantity of a product when the price is low,thus reducing the producer's profit in the long run.

Accepted Answer

A)  push marketing 
B)  forward buying 
C)  slotting allowances 
D)  viral marketing 
E)  pull strategies

Question 7

Word-of-mouth marketing is often called ________.

Accepted Answer

A)  guerrilla advertising 
B)  institutional advertising 
C)  sales promotion 
D)  prospecting 
E)  viral marketing

Question 8

Trying to attract buyers by advertising a product that you don't intend to sell,and then trying to sell them another,usually more expensive,product is known as ________.

Accepted Answer

A)  stealth advertising 
B)  bait and switch advertising 
C)  implied claims 
D)  reminder advertising 
E)  a push strategy

Question 9

A promotional strategy that focuses on intermediaries is termed as ________.

Accepted Answer

A)  push strategy 
B)  digital strategy 
C)  pull strategy 
D)  operations strategy 
E)  pricing strategy

Question 10

According to the FTC,you can support claims for your product by offering a money-back guarantee or providing letters from satisfied customers.

Accepted Answer

A) True 
 B)False

Question 11

KM Group,a home products manufacturer,owns a brand of paper towels called EasyWipes.The firm creates a commercial showing how an EasyWipes paper towel absorbs a spill faster than the competitor's paper towel.In this example,the commercial used by KM Group can be classified as a(n)________ advertising.

Accepted Answer

A)  institutional 
B)  guerrilla 
C)  comparative 
D)  stealth 
E)  cooperative

Question 12

In a canned sales pitch,the salesperson focuses on questioning and listening before offering a solution that meets each prospect's unique needs.

Accepted Answer

A) True 
 B)False

Question 13

Many companies have integrated live chat into their websites,in order to combine the wide reach and cost efficiencies of ________ with the individualized touch of ________.

Accepted Answer

A)  digital questionnaires, downloadable media 
B)  online promotion, personal selling 
C)  mass customization, social promotion 
D)  pop-up advertisements, individual reflection 
E)  niche marketing, consumer-sensitive retailing

Question 14

National Do Not Call Registry gives individuals the opportunity to have their numbers removed from telemarketers' lists.

Accepted Answer

A) True 
 B)False

Question 15

Business-to-business advertising relies heavily on emotional appeals.

Accepted Answer

A) True 
 B)False

Question 16

The government agency that has the authority to impose penalties against advertisers who violate federal standards for truthful advertising is the ________.

Accepted Answer

A)  Federal Communications Commission 
B)  Consumer Product Safety Commission 
C)  Federal Trade Commission 
D)  Federal Advertising Administration 
E)  Federal Regulatory Commission

Question 17

Targeted display advertising allows customers or website visitors to opt-in to mailing lists.

Accepted Answer

A) True 
 B)False

Question 18

Orville Manufacturers produce a popular line of cola drinks called Pep-Up.In order to promote the drink,the firm pays the producers of a popular television show to depict some of the characters drinking Pep-Up drinks.In this example,Orville Manufacturers uses ________.

Accepted Answer

A)  integrated advertising 
B)  product placement 
C)  advocacy advertising 
D)  stealth marketing 
E)  push strategy

Question 19

Fashion Tree,an online retailer of fashion apparel,asks its website visitors if they want to opt-in to its mailing list,via a pop-up screen.This enables the firm to avoid annoying its customers.Every month Fashion Tree sends an e-mail highlighting current fashion trends to individuals who opt-in to its mailing list.In this example,Fashion Tree uses ________.

Accepted Answer

A)  remarketing 
B)  stealth marketing 
C)  search engine marketing 
D)  targeted display advertising 
E)  permission-based marketing

Question 20

The first step in the personal-selling process is uncovering needs and presenting solutions.

Accepted Answer

A) True 
 B)False

Exam 16: Customer Communication

One-on-one interaction between a salesperson and a prospective buyer is called ________.

Compare and contrast push strategy with pull strategy.

The paid display or use of products in television shows,movies,and video games is referred to as media mix.

The manufacturers of Zap Deodorant,a newly launched brand of men's deodorants,decide to provide coupons for 50-cents off on all their products in the Sunday newspaper.This is an example of what element in the communication mix?

Marketers are using ________ as a new way of integrating advertising with content,such as web links embedded in commercials on TV shows that viewers watch on Hulu or Netflix.

The chief downside of trade allowances is that they can lead to ________,in which the retailer buys a large quantity of a product when the price is low,thus reducing the producer's profit in the long run.

Word-of-mouth marketing is often called ________.

Trying to attract buyers by advertising a product that you don't intend to sell,and then trying to sell them another,usually more expensive,product is known as ________.

A promotional strategy that focuses on intermediaries is termed as ________.

According to the FTC,you can support claims for your product by offering a money-back guarantee or providing letters from satisfied customers.

In a canned sales pitch,the salesperson focuses on questioning and listening before offering a solution that meets each prospect's unique needs.

Many companies have integrated live chat into their websites,in order to combine the wide reach and cost efficiencies of with the individualized touch of .

National Do Not Call Registry gives individuals the opportunity to have their numbers removed from telemarketers' lists.

Business-to-business advertising relies heavily on emotional appeals.

The government agency that has the authority to impose penalties against advertisers who violate federal standards for truthful advertising is the ________.

Targeted display advertising allows customers or website visitors to opt-in to mailing lists.

Orville Manufacturers produce a popular line of cola drinks called Pep-Up.In order to promote the drink,the firm pays the producers of a popular television show to depict some of the characters drinking Pep-Up drinks.In this example,Orville Manufacturers uses ________.

The first step in the personal-selling process is uncovering needs and presenting solutions.