Marketing Final

Marketing Final

Home Depot hired an advertising agency to develop television ads for its grand opening in Southern Maine. The advertising agency represents which of the following components of the communication process?
Transmitter
When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch consumers’ attention. The use of visuals in this manner represents the _____ component of the communication process.
encoding
In the communication process, _____ refers to the process by which the receiver interprets the sender’s message.
decoding
Harley Davidson has _____ if a consumer responds “Harley” when asked about American-made motorcycles.
top-of-mind awareness
the highest level of awareness is
top-of-mind awareness
After the firm has piqued the interest of its target market, the goal of subsequent IMC messages should move the consumer from “I like it” to
“I want it”
The U.S. Government promoted public participation in the 2010 Census during the televised Super Bowl game in its efforts is to raise awareness of the when and how the Census works. This is an example of which of the following promotional elements?
advertising
To support the other promotional efforts, firms use _____ to generate “free” media attention
public relations`
Since her firm’s share of the market has increased from 2.5% to 3%, Allyson had determined she would set her share of communication expenses at 3% of sales, which is an example of the use of the _____ method.
competitive parity
Jacob determined one of the metrics he would use to gauge the level of exposure his marketing message had with his target market was the number of times the target was exposed to his message throughout the 6 weeks of the campaign, representing its
frequency
Which of the following formulas is accurate for calculating gross rating points (GRP)?
reach multiplied by frequency
If a sponsored link was delivered 100 times and 10 people clicked on it, then the number of impressions is 100, the number of clicks is 10, and the click-through-rate (CTR) would be
10%
Public relations is the component of IMC that has received the greatest increase in aggregate spending.
false
In the AIDA model, the “think” stage is the ________________ stage.
Awareness
To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and
# of impressions
Which of the following is NOT an aspect of advertising?
It is used to only sell products
Which of the following is the first step in planning and executing an advertising campaign?
identify target market
It is in the _____ step of the process of developing an advertising campaign that the metrics are articulated against which advertising success or failure of the campaign is measured.
Set the advertising objectives
Firms often use _____ advertising to convince consumers to take action such as switching brands, trying a new product, or even continuing to buy the advertised product.
persusasive
The “Beef, It’s What’s for Dinner” campaign to encourage beef consumption is an example of _____ advertising
institutional
Exxon Mobil uses a(n) _____ appeal when it explains technical aspects of its products, such as lithium ion batteries, hydrogen technology, biofuels, and CO2 capture technologies.
informational
Coppertone uses a(n) _____ advertising schedule, where it advertises heavily in the months leading up to and during the summer, with no advertising after the season ends.
flighting
The slogans “Coolest Video Game,” and “World’s Best Hamburgers” are examples of _____, which is the legal exaggeration of praise, stopping just short of deception, lavished on a product.
puffery
In many cases, _____ activities support other promotional efforts by generating “free” media attention and general goodwill.
pr
Tostito’s relationship with the Fiesta Bowl college football game is an example of which PR tool?
event sponsorship
As a type of sales promotion, _____ encourage trial and reduce consumer risk, although they may negatively impact perceptions of brand value.
deals
A _____ offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing.
premium
The key to a successful emotional appeal is to create a bond between the consumer and the brand.
true
Which of the following is NOT true about public relations?
With the growth of the Internet, PR is quickly losing its impact.
The advertising message admonition, “People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes,” suggests that advertising messages need to
focus on solving problems.
Which of the following accurately depicts the activities included in the 4E framework for social media?
Excite, Educate, Experience, and Engage
In order to get customers excited about a social media-related offer, the offer must be
relevant to the target market
____________ can only occur if the other 3 E’s properly set the stage.
engaging
In terms of the 4E framework, mobile marketing can create excitement with consumers at the time of sale by the use of
apps
Companies who use location-based apps to build loyalty among customers by making patronage a game are engaging in a process known as
gamification
Which facet of the 4E framework is best addressed by thought-sharing sites?
educate
Marketers analyze comments posted by consumers on sites such as Facebook and Twitter to assess the favorableness or unfavorableness about a company and its products in a process known as
sentiment analysis
Which of the following is NOT a metric used by social media marketers to analyze data collected from social media?
cookie tracking
Calvin’s company recently launched a campaign to promote a new product. It is Calvin’s job to monitor customer feedback from various social media sources to see whether or not the new product is garnering favorable reviews. The technique for measuring this type of data is called ______ analysis.
sentiment
What is the first step involved in developing and implementing a marketing campaign?
Identify a strategy and goals.
John has 168 friends on Facebook, and 58 contacts on LinkedIn. In terms of equity use metrics, these figures would represent John’s
social reach
What metrics does the firm Klout use to assess a person’s social impact?
social reach, influence, and extended network
The focus of all social media efforts targeted at customer interaction is building connections.
true
It is not possible to measure an individual’s social impact regarding social media usage.
false
One measure of traffic from visitors on sites, the total page requests, is measured in units called
hits
When UPS is adding to its fleet of planes, Boeing’s sales team adds value most directly by _____, addressing technical aspects of new aircraft, as well as the economic justification for the purchase.
providing information and advice
When the National Association of Realtors’ national awareness campaign emphasizes that realtors know how to more efficiently market a client’s property than an owner can by himself, it is highlighting which value of personal selling?
Saving time and simplify buying
Although reservations can arise during each stage of the selling process, they are very likely to occur during the
sales presentation
The _____ step in the selling process is often stressful for salespeople, since one of the possible outcomes is that the salesperson goes away empty-handed.
closing the sale
The _____ offers a prime opportunity for a salesperson to solidify the customer relationship through great service quality.
follow-up
The planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force is part and parcel of
sales management
A salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale are called
order getters
A desirable personal trait of good salespeople is _____, where they care about their customers, their issues, and their problems.
empathy
Managers and sales experts have identified each of the following personal traits as most important when recruiting salespeople. Which of the following is NOT one of those traits?
speaking skills
Equal employment opportunity laws make it unlawful to discriminate against a person in hiring, promotion, or firing because of race, religion, nationality, sex, or
age
Which of the following is an effective form of nonfinancial compensation provided to salespeople?
awards
Most important in dealing with ethical and legal issues between the customer and the salesperson is for sales managers to
lead by example
Sales representatives are often compensated, at least in part, on a percentage of the sales revenue. This percentage is known as a
commission
Thanh is starting a career in selling, but he eventually wants to become a senior manager. A selling career may help Thanh to achieve that goal by providing
visibility to management
The attitudes that Ryan’s customers develop after they have purchased his yearly lawn care service will become the basis for determining whether they renew each year. He needs to convey ____________, guaranteeing his work in writing.
assurance
Based on the recommendation of its advertising agency, Home Depot chose to advertise on HGTV. In this situation, HGTV represents which component of the communication process?
communication channel
Nathan gauged the level of exposure to his marketing campaign using the percentage of the target population exposed at least once to his advertisement, representing its
reach
In the communication process, _____ refers to the process by which the receiver interprets the sender’s message
decoding
Limitations of the _____ budgeting method include not allowing firms to exploit the unique opportunities or problems they confront in a market. If all competitors use this method to set communication budgets, their market shares will stay approximately the same over time.
competitive
The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as
laggard effect
Omaha Steaks sending e-mail coupons for items that customers have purchased previously and mailing slick pictures of gourmet steaks and meal packages to addresses that have received orders in the past is an example of
direct marketing
Macy’s is conducting marketing research to determine whether or not its advertising message could be clearly understood by its customers. This relates to which component of the communication process?
feedback loop
Loretta would like to know which, if any, of her firm’s IMC efforts are working. She could use all of the following EXCEPT _______________ to provide feedback from her efforts.
the channel
Reaching the right audience with marketing communications is becoming more difficult because
the media environment has become more complicated.
When Yolanda asked her firm’s advertising agency to estimate how often consumers saw her firm’s IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm’s campaign were
160
Bowflex and Jenny Craig develop advertisements featuring celebrities to address its target market’s need for feeling good about themselves. This is an example of which of the following?
emotional
When introducing new products, Quaker Oats uses a _____ strategy by offering retailers discounts on the products along with point-of-purchase displays to motivate them to highlight the product.
push
An example of _____ is when American Idol judges are seen drinking Coca-Cola.
product placement
As a means to reach large numbers of anonymous audience members, USA Today newspapers are considered to be which of the following types of media?
mass media
IKEA advertises throughout the year, but significantly increases its advertising during the back-to-school time frame, thus implementing a(n) _____ advertising schedule.
pulsing
J. Crew teaming up with several famous brands, including Belstaff, and Timex, to offer exclusive products in the J. Crew stores and on its website is an example of
dual marketing
An advertisement featuring a cartoon Smokey the Bear saying “only you can prevent wildfires” is an example of a successful
psa
Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency’s first-ever advertising campaign. Her first step will be to
identify target audience
Twitter is a type of
MICRO BLOG
In terms of the 4E framework, a company that utilizes media-sharing sites such as YouTube does so in order to help consumers
experience the company’s goods or services.
The percentage of times a visitor leaves a site almost immediately, such as after viewing only one page is referred to as the _____ rate.
bounce
Through its Facebook page, a major restaurant chain is offering its customers a Groupon coupon for 50% off the purchase of a meal. In doing so, the restaurant is focusing on which aspect of the 4E framework?
exciting
Which of the following is a professional site that is designed to allow users to share information about their professional lives with others, post résumés, network with other professionals, and search for jobs?
LinkedIn
What is the job function of a community manager?
to handle corporate forums and blogs as well as increase traffic to the company’s website
The final step in the process of creating a social media campaign is to
monitor the program
Karlie likes to post fancy cupcakes and cookies on Pinterest. She also posts pictures of fun kitchen equipment in sherbet colors, and looks for baking ideas and equipment. What type of social media site is Karlie using?
media-sharing
While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit their website for online specials and to sign up right now on her smartphone for the Best Buy Loyalty Rewards Program. Others signs remind her that Best Buy will match competitors’ prices on any item they sell. This is an example of which 4E framework?
educate
The annual International Consumer Electronics Show (CES) in Las Vegas is an example of a(n) _____ show, which is an event attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry.
trade
_____ is the two-way flow of communication between a buyer or buyers and a seller that is designed to influence the buyer’s purchase decision.
personal selling
Often, inexperienced salespeople mistakenly believe that during the sales call, they should
do all the talking
The three main types of financial rewards for sales representatives are salaries, commissions, and bonuses.
true
Potential customers are called marks
false, leads
Salespeople who already have an established relationship with a customer will skip this step; it is not used extensively in retail settings, but it is in B2B situations.
generate and qualify leads
Radian6 specializes in helping firms to engage with their customers in social media. One service Radian6 offers is the analysis of blog posts, Facebook comments, and Twitter feeds to uncover insights about customer attitudes and preferences. This is an example of sentiment analysis.
true
Darren has developed a better type of medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Darren use to analyze data from his competitor’s websites, particularly to learn how people search for similar products online?
keyword analysis
Brad just completed an advanced degree and was able to land a job creating social media marketing campaigns, and then measuring the results. Brad’s new job most likely has the title of
social media startegist
Smartphone owners tend to be older and more affluent than owners of other types of phones, making them an attractive target market for many firms.
false
This type of thought-sharing site typically provides the highest level of control for companies.
corporate blogging
Bridgette went to Gap ready to buy a new blouse, but was not sure which color or style she wanted. The sales representative, sensing Bridgette’s buying mode, began with the _________________ stage of the selling process.
sales presentation
Sales representatives add value for customers by doing all of the following EXCEPT
reducing the firm’s marketing costs
Almost everyone is engaged in some form of selling.
true
While ethical and legal issues are associated with all aspects of marketing, personal selling presents unique issues because
salespeople interact directly with customers and are, therefore, more visible.
Gwen recognizes that one of her roles as a company sales rep is to be the firm’s frontline emissary. As such, she strives to build strong relationships with customers and
long term perspective
During the preapproach stage, a salesperson usually conducts additional research about prospects and
develops plans for meeting with the customer.
Retail salespeople should never “judge a book by its cover
true
Regina has made the same sales presentation twice a day for almost a month. At first, the presentation seemed to flow nicely but lately it has not seemed as effortless as it initially was. Regina might ask another sales rep to participate in _______________ and critique her presentation.
role playing
If you had a small business and needed a sales force but did not wish to hire anyone, you could use the services of an independent agent.
true
Which of the following best describes a company sales force?
A company sales force is composed of people who are employees of the selling company.
When designing a social media campaign, the first step is to identify the target audience.
false
Carol loves to experiment with unique uses of computer animation. Every time she finishes a project, she uploads a video to YouTube and then posts the link on a variety of social networks where she participates. What segment of social networking users does Carol belong to?
creators
At this time, few opportunities exist for firms to profit from the ways consumers use social media.
false
For salespeople, ________________ provide(s) a major contact point with customers in the follow-up stage of the selling process, and an opportunity to build and improve relationships.
complaints
Chesnee works in the office of a building materials company. One of her jobs is to identify new building projects and to determine who will make the building materials purchase decisions. Chesnee is involved in the _______________ step of the selling process.
generate leads
Fred is generating a list of potential customers and assessing their potential. He is in which step of the personal selling process?
step 1
Marketing executives, by a seven to one margin, believe that salespeople are born, not made.
false
Often the best way to handle customers’ reservations is to relax, listen, and
ask questions to clarify the issues.
Sally has been having a difficult time working with a particular buyer while using the personal selling process, and she has asked her manager, Chris, for some ideas about how to close the sale effectively. Chris asks her a number of questions to help sort out the difficulties. Which of the following questions would Chris be LEAST likely to ask?
“Have you completed the follow-up to ease the buyer’s mind?”
Kyle is preparing for an important sales presentation. He knows that customers are more likely to _______________________ during his presentation than during other stages of the selling process
raise objections
When a plumbing contractor drove up to Bill’s house in a brand new Mercedes, Bill decided this person would be too high-priced even before the plumbing contractor offered his bid. Bill made the mistake of
“judging a book by its cover.”
“Top-of-mind awareness” is when consumers indicate that they know the brand when the name is presented to them.
false
_______________ refers to the process by which the receiver interprets the sender’s message.
decoding
Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of ________________ marketers use to assess the effectiveness of their IMC efforts.
feedback
The goal of any marketing communication is to
get the right message to the right audience through the right media.
Public relations is the component of IMC that
supports other promotional efforts by generating “free” media attention.
As the number of communication media has increased, the task of understanding how best to reach target customers has become easier.
false
Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that
each receiver decodes IMC messages in his or her own way.
Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to
pull the product into retail stores through consumer demand.
Reminder advertising is primarily used to
prompt repurchase of a product.
Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. When she came in she expected to begin right away implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. She soon realized that this activity was part of __________, directly related to marketing.
pr
Thomas had conducted a thorough pretest before the new ad campaign, so he was fairly sure the elements would work together. A lot was riding on the success of the ad campaign, so he couldn’t wait until the campaign was over to see how well it did. During the campaign, he will be monitoring the sales volumes on a daily basis as part of his
tracking
Danielle is creating an advertising message designed to appeal to consumers’ fears of having their home broken into. Danielle’s message will focus on a(n) __________ appeal.
emotional
Generally speaking, all advertising messages are designed to
inform, persuade, or remind customers
Because the goals of IMC are only part of the overall promotional plan, they do not need to be explicit or measurable.
false
Naomi is IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm’s IMC efforts, her goals are likely to include
increasing inquiries, awareness, and trial of her firm’s services.
Which of the following is NOT a communication channel used in the IMC process?
supply chain
Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?
rule-of thumb
__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.
sales promotions
After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to
creation of the advertisement
The primary federal agencies that regulate advertising activities in the United States are the DOD, DOE, and WTO.
false
U.S.-based global marketers have often found that
EU advertising laws are more restrictive than those in the United States.
The AIDA model is also known as the _____ model.
think feel do
The _____ method determines the budget required to undertake specific tasks to accomplish communication objectives.
objective and task
_____ is/are the number of times an ad appears in front of the user.
impression
_______________ refers to a potential customer’s ability to recall that the brand name is a particular type of retailer, product, or service.
brand awareness
The “Indoor Tanning is Out” campaign is designed to raise awareness of the increased risk of melanoma, the deadliest form of skin cancer, and decrease usage of tanning salons. This is an example of _____ advertising.
psa
HGTV and Home and Gardens magazine fall into which of the following categories of media?
niche
The Holiday Inn Priority Club is an example of a_____, which is specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.
a loyalty program
Isaac wants to measure the effectiveness of his company’s advertising campaign. To do so, Isaac will have to assess elements of the campaign before, during, and after the campaign runs.
true
When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action.
persuasive
Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gypsy will probably use a __________ advertising schedule.
pulsing
Facebook would be categorized as which type of social media?
social network site
Which of the following social media outlets would fall under the category of “thought-sharing sites”?
mommy blog
“FourSquare” is an example of a _____ “app.”
gamified
The focus of all social media efforts targeted at customer interaction is building connections.
true
About half of smartphone users in the U.S. have used them to make purchases.
true
Personal selling adds value in each of the following ways EXCEPT by
consistently lowering prices below competitors.
_____ is a method of prospecting where sales people telephone or go to see potential customers without appointments.
cold calling
Salespeople who sell a manufacturer’s products on an extended contract basis but are not employees of the manufacturer are known as
manufacturers reps
A(n) _____ is a salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products.
order taker
maintain trustworthy customer relationships, companies must take care that they respect the _____ comfort zone, that is, the amount of information a customer feels comfortable providing.
information
One of the benefits of careers in sales is flexibility in scheduling.
true
If your company hired you to make sales calls via the telephone, your company hired you to do
telemarketing
For salespeople who practice ___________________, an unsuccessful close one day may lay the groundwork for a successful close during the next meeting.
relationship selling
Personalized e-mail marketing is an example of an online, passive form of persuasive communication, which would be classified as an example of
direct marketing
Gross Rating Points (GRP) measure how often the audience is exposed to a communication within a specified period of time.
false
Personal selling can only be successful through the use of print, newspapers, and radio.
false
As a product in the maturity stage of its life cycle, chewing gum brands would most likely require the use of _____ advertising to prompt purchases
reminder
Because advertising is the most visible form of marketing,
many people think of marketing and advertising as synonymous.
An advertisement stating “Buy now: no money down” is a persuasive-type ad.
true
One problem facing advertisers is that consumers screen out messages that are not relevant to them.
true
Trisha is in I high level management position within social media. She is responsible for identifying what the promotional campaign hopes to achieve and then determining strategies to achieve those goals. Trisha’s job is most likely that of
social media strategist
How does a micro blog differ from a traditional blog?
A micro blog is smaller in size—short sentences or short videos—whereas a traditional blog which is typically longer.
Jessica is still in college, but is very motivated to earn some extra money in her spare time. She is quite knowledgeable regarding politics, and was hired by a candidate to generate student interest by posting online articles on student-read sites. Jessica’s new job most likely has the title of
blogger
Companies that specialize in sentiment analysis are LESS likely to look at __________ for data.
youtube
Twitter can help to build a brand’s image by educating and engaging consumers. However, one central issue for companies using Twitter is
timely management of Twitter accounts.
Evaluating a list of prospective customers, assessing their potential to purchase a product is called
qualifying leads
If an insurance company encourages its salespeople to intentionally mislead potential customers about damage from flooding due to hurricane damage, who could be susceptible to legal action for the deceptive practice?
The company and the salesperson.
Sue spends much of her time checking inventories, processing straight rebuys, and making sure that everything is going smoothly. Sue is primarily a(n)
order taker.
Brandon is in the process of qualifying leads he received from corporate headquarters. Brandon will assess
whether or not it is worthwhile to pursue these potential customers.
Google’s AdWords system provides a Quality Score as a measure of _____, which indicates the usefulness of an ad message to consumers doing a Google search.
relevance
Personal selling is an especially important part of IMC in
business to business markets
A(n) _____ is a subsection of the firm’s overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful.
advertising plan
The __________ stage of the advertising campaign planning process can be described by the question, “Who are we trying to talk to?”
identifying target audience
After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to
creation of the advertisement
Considered social butterflies, _____ use social media to enhance and expand their relationships.
bonders
Content that is distributed through social interactions is referred to as
social media
Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by
listening
Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using
sentiment analysis
Ask.com is a website that invites site users to ask questions to be answered by other users. Questions cover a wide range of topics, from “How do I get rid of blemishes overnight?” to “What does the Federal Reserve do when it wants to increase the quantity of money in circulation?” Site visitors rate the various answers provided, and answers are displayed according to their ratings. Which segment of social networking users would be most likely to enjoy answering questions on Ask.com?
sharers
When Pat was talking with his customer about the new accounting system, his customer mentioned that she thought the new system was not going to fit into their budget. Pat explained that once her people were trained on it, it would required less time to process orders, and therefore save her money in payroll. Which part of the sales presentation is demonstrated in this example?
overcoming reservations
Yolanda asked her firm’s advertising agency to estimate how often consumers saw her firm’s IMC message and what percentage of the target audience was exposed to the message. Yolanda is asking for _____________________ data.
frequency and reach
Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?
rule of thumb
A _____ offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing.
premium
PSAs typically focus on social marketing objectives.
true
Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a(n) __________ appeal.
informational
Julian and his friends log into an app at the mall. They follow a series of challenges in participating stores, which include snapping pictures of different products and bumping phones with other shoppers. The winner receives a coupon for the food court. What game are they participating in?
SCVNGR
Jeri is a software developer who has worked in IT for the past ten years. She stays up to date on the latest technologies. Whenever one of her Facebook friends asks a question about technology—such as a request for help with a software problem, or a request for a product recommendation—Jeri always makes time to respond. What segment of social networking users does Jeri belong to?
sharers
When Best Buy customers experience computer problems, the company offers a Geek Squad for door-to-door service as well as in-store assistance. The Geek Squad fulfills the role of
sales support personnel
Mary visited an office building and went door to door to hand out business cards and sell office products. Mary was making cold calls.
true
During the preapproach stage, a salesperson usually conducts additional research about prospects and
develops plans for meeting with the customer.
Boris tells a colleague all about a major prospect Boris plans to call on in the next few days and asks the colleague to pretend to be a customer while he makes his sales presentation. Boris and his colleague are engaged in
role playing
Traditionally, advertising has been _____ and _____.
passive and offline
Sales promotions such as free samples and point-of-purchase displays, are designed to build
short term sales
Encoding means converting the sender’s ideas into a message, which could be verbal, visual, or both.
true
When businesses support cultural or sporting events, such as the Discover Orange Bowl football game, this is known as cause-related marketing.
false
Dan has a marketing degree, and has experience as a call center operator. He takes a position in which he responds to customer complaints, customer emails and other postings. Dan’s position can be described as a(n)
online customer service represenative
Studies have found that customers are typically ready to make a purchase decision well before salespeople attempt to close the sale. Salespeople can learn when to close the sale by
listening to customers and paying attention to their body language.
Like any effective salesperson, Frazer walks into a customer’s office, shakes hands, looks the customer in the eye, and smiles. After exchanging pleasantries, Frazer will try to create interest in his company’s product and establish
where the customer is in the buying process.
Which statement best describes personal selling?
It is the two-way flow of communication between a buyer and a seller.
If marketing communications are effective, they will
result in purchases by some consumers receiving the communications.
When a company wants to create and build brand awareness, it would use _____ advertising.
informative
The ___ enforces truth in advertising laws and defines deceptive and unfair advertising practices.
The Federal Trade Commission
In the early stages of an ad campaign, the objectives are established. To determine if those objectives have been met, the marketer will
postest
Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.
true
Which of the following is the best example of a reminder advertising message?
“Doing business in Peoria since 1848.”
When measuring social media effectiveness, one important measure is the number of people in an individual’s social networks. This is referred to as
social reach
Which of the following is the most effective technique used by retailers to combat lost sales from price check apps used by customers shopping in brick and mortar stores?
roaming salespeople with smartphones who can immediately price match competitors
Hiro sells building materials to local contractors. He wants to build long-term relationships with his contractors through effective follow-up. After delivering the materials ordered, Hiro can demonstrate ________________ by checking with his contractors right after the delivery and addressing any problems promptly.
responsiveness and empathy
Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his firm’s IMC budget. He receives offers from a variety of advertising media, spends money on his firm’s public relations efforts, and is considering electronic media alternatives. Carl recognizes that each IMC alternative
is part of the whole
Jim was asked to determine the ROI for a particular advertising effort. To do so, he needs to know
sales revenue and advertising cost.
In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or
competing messages
Yana has identified the target audience for her line of Russian jewelry. For optimum success, she is creating an advertising plan that will
clarify the specific goals that the advertising is designed to accomplish.
Glenn is using a push strategy to promote his new, self-published financial guidebook. He is directly promoting it to readers in the Wall Street Journal.
false
Positive engagement through social media often makes customers more profitable for the firm.
true
At this time, few opportunities exist for firms to profit from the ways consumers use social media.
false
One of the disadvantages associated with personal selling is
it is expensive
The basic goal of integrated marketing communications is to
communicate the value proposition to the target market.
in the “create advertisements” step when planning and executing an ad campaign, often the execution style for the ad will
dictate the type of medium used to deliver the message
Campbell’s Soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm, the ads said “Time to stock up on Campbell’s Soup.” During the storm, the ads said, “Stay home and stay warm with Campbell’s Soup.” The first ad was __________ advertising, while the second ad was __________ advertising.
persuasive and reminder
Which segment of social media users would be most likely to use Facebook to post frequently about the day-to-day details of their lives, and to comment on similar details posted by their friends?
bonders
Keyword analysis refers to the study of people’s queries on search engines.
true
Social media first began to get more professional and offer more to users
at the turn of the twentieth century, during its industrialization phase.
After the salesperson has learned about the customer during the qualification stage, in the _____ step additional research is conducted and plans are made for meeting with the customer.
Preapproach
By a margin of seven to one in a survey of sales and marketing executives, respondents believed that
training and supervision are most important determinants of selling success.
If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from “I want it” to “I like it.”
false
Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in winter when the water gets too cold. Tyler should use a __________ advertising schedule.
flighting
A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.
false
After identifying the target audience for the university’s new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________, or __________ potential and/or existing students.
inform persuade remind
Excluding computers, which of the following methods is used by more consumers to access social media?
mobile phones
The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. Which of the following is NOT one of the four E’s in this framework?
energize
Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?
place a facebook ad
The attitudes that Ryan’s customers develop after they have purchased his yearly lawn care service will become the basis for determining whether they renew each year. He needs to demonstrate the ____________ dimension of service quality by showing consistently well-maintained yards with neat, professional personnel.
tangibles
The right communication channel to use in IMC is
the one that will connect to the desired recipients.
In the AIDA model,
awareness leads to interest, which hopefully leads to desire and then, action.
Which of the following is NOT one of the federal agencies that regulate advertising activities?
frs
Actress Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a __________ arrangement the film company had made with an advertiser.
product placement
The IMC communication process begins with ________, who must be clearly identified.
the sender
Thomas had conducted a thorough pretest before the new ad campaign, so he was fairly sure the elements would work together. A lot was riding on the success of the ad campaign, so he couldn’t wait until the campaign was over to see how well it did. During the campaign, he will be monitoring the sales volumes on a daily basis as part of his
tracking
What is the appeal of Pinterest to marketers?
allows markets to receive unlimited product exposure from fans
Often the best way to handle customers’ reservations is to relax, listen, and
ask questions to clarify the issues.

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