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Chapter Quiz
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1
The goal of __________ is to combine all the promotional tools used by a firm into one comprehensive and unified promotional strategy.
A)market unification planning
B)integrated marketing communication
C)the marketing matrix approach
D)the targeted media relations philosophy
2
TV programs devoted exclusively to promoting goods and services are called:
A)testimonials.
B)infomercials.
C)interactive TV.
D)online computer advertising.
3
The last stage of the selling process is:
A)follow up.
B)closing.
C)posting.
D)order processing.
4
Kylie is a new salesperson for a company that publishes college textbooks. She is currently developing a list of professors at colleges in her sales district that teach courses that might make use of one or more of the books her company publishes. She then plans to determine which of these professors are involved in the textbook selection process so that she can visit them in the near future. The task Kylie is performing is known as:
A)prospect development.
B)sales identification.
C)preliminary sales analysis.
D)prospecting and qualifying.
5
The management function that evaluates public attitudes and executes a program of action to earn public understanding and acceptance is called:
A)marketing research.
B)public relations.
C)marketing communications.
D)advertising.
6
Lenny has just finished writing a news release about a new product that his firm has developed. He intends to send it to all of the local radio stations as well as the newspapers in several nearby towns and cities, in hopes that some of them will find the information newsworthy and run a story about the product. Lenny's efforts indicate that he is involved in:
A)public relations.
B)institutional advertising.
C)secondary advertising.
D)interactive marketing.
7
The promotional technique of __________ can take place both internally (within the company) and externally (outside the company).
A)advertising
B)sales promotion
C)personal selling
D)public relations
8
Professor Beenthere shared with his students the wonderful experience he had at a local Asian restaurant. He described the location in relation to campus and encouraged his students to give it a try. The professor's comments represent:
A)word-of-mouth promotion.
B)public relations.
C)sampling.
D)viral promotion.
9
__________ is the term now used to describe such tactics as paying people to say good things about a product on the Internet or setting up multilevel selling schemes that reward people for directing their friends to a company's website.
A)Virtual inducement
B)Inter-tie-ins
C)Viral marketing
D)Pseudo-marketing
10
Companies that make use of a pull strategy target their promotional efforts towards:
A)consumers.
B)retailers.
C)wholesalers.
D)manufacturers.





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