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| 1 | |
After watching the 30-minute infomercial on Oxy-Clean, Mariah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Mariah has engaged in: |
| | A) | lead generation. |
| | B) | receiving. |
| | C) | decoding. |
| | D) | messaging. |
| | E) | encoding. |
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| 2 | |
Welch Foods, Inc. ran an ad promoting its new Welch's fruit juice cocktails in Ladies' Home Journal magazine. The ad contained a coupon for $1.00 off the purchase price of two half-gallon containers of the drink. In terms of the communication process, the ad itself is: |
| | A) | a decoding device. |
| | B) | a channel of communication. |
| | C) | a receiver. |
| | D) | the message. |
| | E) | feedback. |
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| 3 | |
Which of the following occurrences might be construed as noise? |
| | A) | The secretary interrupts the sales presentation just as the salesperson was ready to ask the buyer about her color preference. |
| | B) | The radio commercial gives the wrong address for the advertiser's store. |
| | C) | The salesperson tells the buyer that the software he is selling contains smart tags, and the customer does not understand. |
| | D) | Mack does not see the ad for the new Route 66 club because he is more interested in the news article on the opposite page. |
| | E) | All of the above could be construed as noise. |
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| 4 | |
When Mike Clark and Jack Curry rate current movies for USA Today newspaper using a possible one to four star rating, it is an example of: |
| | A) | direct selling. |
| | B) | publicity. |
| | C) | advertising. |
| | D) | direct marketing. |
| | E) | personal selling. |
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| 5 | |
An Associated Press wire story stating that employees of the Coca-Cola Company were bilked out of $200 million in overtime wages is an example of: |
| | A) | an inappropriate field of experience. |
| | B) | an article with little credibility. |
| | C) | a disadvantage associated with publicity. |
| | D) | how the hierarchy of effects affects consumer perception. |
| | E) | empathetic decoding. |
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| 6 | |
Personal selling is: |
| | A) | a nonpersonal, indirectly paid presentation of an organization, service, or product. |
| | B) | a short-term inducement of value offered to arouse interest in buying a good or service. |
| | C) | the preferred method for placing nonpersonal promotions for a company and/or its products. |
| | D) | a paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor. |
| | E) | the two-way flow of communication between a buyer and a seller, designed to influence a person's or group's purchase decision. |
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| 7 | |
Which of the following statements about sales promotion is true? |
| | A) | Sales promotion is the only promotional element that is not regulated by a federal agency. |
| | B) | A marketer that only uses sales promotions to create customer awareness of its products would be just as effective as one who used all the elements of the marketing mix. |
| | C) | Sales promotions are offered to both intermediaries and ultimate consumers. |
| | D) | To be most effective, sales promotions should be conducted continuously. |
| | E) | Sales promotions are considered strategic in nature because they have such a long-term effect on sales. |
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| 8 | |
A small film company is releasing a documentary based on the efforts of a group dedicated to saving endangered species. The company believes the credibility of its film is critical to its financial success. Which promotional element should it employ? |
| | A) | Invite members of the group to speak to local school children. |
| | B) | Use publicity. |
| | C) | Give away free posters to all movie attendees. |
| | D) | Use direct sales. |
| | E) | Send postcards to all people within a 25-mile radius of a theater showing the movie. |
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| 9 | |
The Hair Cuttery, a hair salon chain, is opening a new store in an area where there are already five independently owned hair salons operating. To draw people into the store for its grand opening, the Hair Cuttery can use: |
| | A) | some form of advertising. |
| | B) | some form of sales promotion. |
| | C) | some form of publicity. |
| | D) | some form of personal selling. |
| | E) | any of the above equally since all have the same effect on the customers at this stage of the new store's life. |
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| 10 | |
Which of the following about advertising is true? |
| | A) | Advertising is an efficient means for reaching large numbers of people. |
| | B) | There are no fees paid. |
| | C) | Advertising costs are low relative to all other forms of promotion. |
| | D) | It's easy to obtain feedback on advertising effectiveness. |
| | E) | All of the above statements are true about advertising. |
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| 11 | |
Like many consumer products manufacturers, Frito-Lay gives its resellers discounts to encourage them to carry and promote its products. When doing so, Frito-Lay uses a __________ strategy. |
| | A) | intensity |
| | B) | push |
| | C) | inertia |
| | D) | gravity |
| | E) | pull |
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| 12 | |
CoolMax Alta is a fabric made by Dupont. It is used in the manufacture of exercise clothes because it keeps the user "cool and dry." Ads in Fitness magazine for the fabric, are most likely part of Dupont's __________ strategy. |
| | A) | gravity |
| | B) | distribution |
| | C) | push |
| | D) | inertia |
| | E) | pull |
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| 13 | |
Integrated marketing communication should be used in which of the following situations? |
| | A) | A business school wants to increase enrollment by changing its image. |
| | B) | A theme park wants to be known as a fun place to spend the day with the kids. |
| | C) | An upscale restaurant near the state capitol would like to attract more business from the legislators and their staffs. |
| | D) | An author needs to decide which marketing channel(s) to use to distribute her new book. |
| | E) | Integrated marketing communication should be used in all of the above situations. |
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| 14 | |
The first step in the hierarchy of effects in which the consumer learns to recognize the product or brand name is: |
| | A) | trial. |
| | B) | evaluation. |
| | C) | interest. |
| | D) | awareness. |
| | E) | adoption. |
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| 15 | |
Ann's young son suffers from allergies and complains about his watery eyes and drowsiness. Ann feels bad because she thought there was nothing she could do to help him. When Ann saw the ad for a new drug that counters these symptoms in Ladies'Home Journal magazine, she vowed to ask his doctor about this product on his next visit. At which stage in the hierarchy of effects is Ann? |
| | A) | She is the trial stage and will move to the interest stage soon. |
| | B) | She has moved quickly from the awareness stage to the interest stage. |
| | C) | She was in the consumer development stage and will more than likely move to the transition stage. |
| | D) | She is in the evaluation stage and will move to the interest stage soon. |
| | E) | She is in the interest stage first and then moved quickly to the diffusion stage. |
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| 16 | |
Which of the following is a (are) global issue(s) in direct marketing? |
| | A) | Compared to the US, other countries' direct marketing systems are undeveloped. |
| | B) | The mail and telephone systems in many countries are likely to create many new direct marketing opportunities in those countries. |
| | C) | Consumer privacy is a direct marketing issue in the EU. |
| | D) | Because fewer consumers have credit cards, payment alternatives such as COD and bank deposits are needed. |
| | E) | All of the above are global issues in direct marketing. |
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| 17 | |
Which method of setting a promotion budget takes into account what the company wants to accomplish? |
| | A) | objective and task budgeting |
| | B) | all-you can-afford budgeting |
| | C) | competitive parity budgeting |
| | D) | salesforce composite budgeting |
| | E) | percentage of sales budgeting |
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| 18 | |
Competitive parity budgeting is a budgeting method: |
| | A) | that allocates funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. |
| | B) | that matches the competitor's absolute level of spending or the proportion per point of market share. |
| | C) | that allocates funds to promotion only after all other budget items are covered. |
| | D) | whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks. |
| | E) | that allocates funds to promotion based on the greatest percentage of possible available revenue. |
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| 19 | |
___________ is the outcome of an offer designed to motivate people to visit a business. |
| | A) | Direct order consignment |
| | B) | Lead generation |
| | C) | Traffic generation |
| | D) | Indirect order fulfillment |
| | E) | Follower generation. |
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| 20 | |
Which of the following is a strength of direct marketing? |
| | A) | The seller obtains immediate feedback. |
| | B) | It is often the most credible source in the consumer's mind. |
| | C) | It is effective at changing behavior in the short run. |
| | D) | Messages can be prepared quickly. |
| | E) | The message is easily duplicated. |
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