14 Aug A(n) __________ is a set of symbols that the sender transmits. encoder f

A(n) __________ is a set of symbols that the sender
transmits.
encoder
feedback
loop
message
media
decoder
(Page Ref: 415)

Question 2. Question
:
An appeal that attempts to stir up either negative or
positive sentiments that can motivate purchase is called a(n) __________
appeal.
rational
structural
emotional
moral
standard
(Page Ref: 417)

Question 3. Question
:
Display media includes __________.
newspapers
magazines
television
company
websites
billboards
(Page Ref: 419)

Question 4. Question
:
__________ is very believable because news stories,
features, sponsorships, and events seem more real and believable to readers
than ads do.
Differentiated
marketing
Public
relations
Direct
marketing
Sales
promotion
Personal
selling (Page Ref: 425)

Question 5. Question
:
HP’s advertising agency assembles words and illustrations
into an advertisement that conveys the company’s intended brand message. In the
context of the communication process, HP is __________.
messaging
encoding
sending
decoding
responding
(Page Ref: 415)

Question 6. Question
:
Kathy Champe, a public relations specialist for a regional
chain of pharmacies, regularly contacts members of the local and state-wide media
with information about community events and charity fundraisers sponsored by
her company. This is an example of the __________ function of public relations.
press
relations
product
publicity
investor
relations
lobbying
development
(Page Ref: 454)

Question 7. Question
:
Which of the following is true about the customer sales
force structure?
Customer
sales force structure is a combination of territorial sales force structure and
product sales force structure.
Each
salesperson is assigned to an exclusive geographic area and sells the company’s
full line of products or services to all customers in that territory.
Salespersons
specialize in only a particular product line as the company produces numerous
and complex products.
Companies
using customer sales force structure tend to ignore the importance of long-term
relationship building with customers.
Separate
sales forces are set up for different industries, serving current customers
versus finding new ones, and serving major accounts versus regular accounts.
(Page Ref: 469)

Question 8. Question
:
Which of the following statements is most likely true about
radio as an advertising medium?
Radio
advertising is typically quite expensive.
Radio
ensures good attention from the target audience.
Radio
offers very low audience selectivity.
Radio
prohibits the use of segmentation strategies.
Radio
advertising is characterized by good local acceptance. (Page Ref: 447)

Question 9. Question
:
Which of the following is a disadvantage of using direct
mail as an advertising medium?
IN
Low audience selectivity
No
flexibility
Severe
ad competition
Relatively
high cost per exposure
Lack
of personalization (Page Ref: 447)

Question 10. Question
:
A Spanish-language channel runs its ads only in Hispanic
neighborhoods. This is an example of __________.
broadcasting
buzz
marketing
narrowcasting
media
multitasking
personal
selling (Page Ref: 448)

Question 11. Question
:
Monty Boyd, an account manager, travels frequently on West
Coast Airlines. Monty earns points for every mile he flies, and he will soon
have enough points to receive a free airline ticket. West Coast Airlines is
attempting to build a strong customer relationship with Monty through a
__________.
trade
promotion
promotional
product
rebate
offer
point-of-purchase
promotion
frequency
marketing program (Page Ref: 483)

Question 12. Question
:
Which of the following questions would help a marketer
evaluate the return on a sales promotion investment?
Was
the sales force successful in filtering out the good prospects from the poor
ones?
Did
customers enjoy the events associated with the promotion?
Did
customers receive high-quality promotional products?
Did
the promotion attract new customers or more purchasing from current customers?
Were
channel intermediaries effectively positioned to ensure a seamless supply of
products? (Page Ref: 488)

Question 13. Question
:
Which of the following is a potential drawback of using
web-based technologies for making sales presentations and servicing accounts?
Web-based
technologies lower the overall efficiency of salespeople.
The
cost of the technology outweighs the advantages gained through eliminating
travel.
Web-based
technologies can intimidate salespeople or clients who are unfamiliar with
them.
Salespeople
who use web-based technologies tend to be less attentive to customer needs.
Online
selling usually takes more time than direct selling. (Page Ref: 477)

Question 14. Question
:
Which of the following best explains why companies are
adopting the team selling approach to service large, complex accounts?
Products
have become too complicated for one salesperson to handle a large company’s
needs.
Customers
prefer dealing with many salespeople rather than one sales representative.
Job
rotation, an integral part of team selling, keeps workers motivated and boosts
their morale.
Team
selling facilitates the evaluation of individual contributions.
With
team selling, companies are not required to train the outside sales force any
longer. (Page Ref: 471)

Question 15. Question
:
A five-foot-high cardboard display of Terry the polar bear,
mascot of Terry’s protein shake, next to the shelf containing Terry’s products
in a supermarket, is an example of a(n) __________.
sample
point-of-purchase
promotion
business
promotion
IN advertising specialty
rebate
(Page Ref: 484)

Question 16. Question
:
All of the following are forms of direct marketing EXCEPT
__________.
personal
selling
point-of-purchase
promotion
telemarketing
direct-mail
marketing
kiosk
marketing (Page Ref: 500)

Question 17. Question
:
Which of the following terms refers to a 30-minute
television advertising program that markets a single product?
Social
media
Digital
catalog
Telemarketing
Blog
Infomercial
(Page Ref: 503)

Question 18. Question
:
Florian Fasteners recently introduced a new line of
products. In order to promote its product, it sent samples to the addresses of
a few select customers. Which of the following types of marketing is evident
from this example?
Direct-mail
marketing
Telephone
marketing
Direct-response
TV marketing
Mobile
marketing
Kiosk
marketing (Page Ref: 518)

Question 19. Question
:
How has do-not-call legislation helped direct marketers?
Marketers
are compensated by the Federal Trade Commission for lost sales caused by the
laws.
Direct
marketers have outsourced their activities to firms that are exempt from such
laws.
Direct
marketers have developed kiosks as an alternative to telemarketing.
Telemarketers
are allowed to call customers for a small fee.
Telemarketers
have developed opt-in calling systems. (Page Ref: 503)

Question 20. Question
:
Green Gardens is a click-and-mortar company that sells
gardening and landscaping goods and equipment. When customers are unable to
find a product they need on the shelves of their local Green Gardens store,
customers order the product online with the help of the in-store ordering
machine. Which of the following best describes the ordering machine?
Kiosk
IN Digital catalog
Podcast
Tablet
Online
networks (Page Ref: 504)

A(n) __________ is a set of symbols that the sender
transmits. encoder feedback
loop message media decoder
(Page Ref: 415) Question 2. Question
: An appeal that attempts to stir up either negative or
positive sentiments that can motivate purchase is called a(n) __________
appeal. rational structural emotional moral standard
(Page Ref: 417) Question 3. Question
: Display media includes __________. newspapers magazines television company
websites billboards
(Page Ref: 419) Question 4. Question
: __________ is very believable because news stories,
features, sponsorships, and events seem more real and believable to readers
than ads do. Differentiated
marketing Public
relations Direct
marketing Sales
promotion Personal
selling (Page Ref: 425) Question 5. Question
: HP’s advertising agency assembles words and illustrations
into an advertisement that conveys the company’s intended brand message. In the
context of the communication process, HP is __________. messaging encoding sending decoding responding
(Page Ref: 415) Question 6. Question
: Kathy Champe, a public relations specialist for a regional
chain of pharmacies, regularly contacts members of the local and state-wide media
with information about community events and charity fundraisers sponsored by
her company. This is an example of the __________ function of public relations. press
relations product
publicity investor
relations lobbying development
(Page Ref: 454) Question 7. Question
: Which of the following is true about the customer sales
force structure? Customer
sales force structure is a combination of territorial sales force structure and
product sales force structure. Each
salesperson is assigned to an exclusive geographic area and sells the company’s
full line of products or services to all customers in that territory. Salespersons
specialize in only a particular product line as the company produces numerous
and complex products. Companies
using customer sales force structure tend to ignore the importance of long-term
relationship building with customers. Separate
sales forces are set up for different industries, serving current customers
versus finding new ones, and serving major accounts versus regular accounts.
(Page Ref: 469) Question 8. Question
: Which of the following statements is most likely true about
radio as an advertising medium? Radio
advertising is typically quite expensive. Radio
ensures good attention from the target audience. Radio
offers very low audience selectivity. Radio
prohibits the use of segmentation strategies. Radio
advertising is characterized by good local acceptance. (Page Ref: 447) Question 9. Question
: Which of the following is a disadvantage of using direct
mail as an advertising medium? IN
Low audience selectivity No
flexibility Severe
ad competition Relatively
high cost per exposure Lack
of personalization (Page Ref: 447) Question 10. Question
: A Spanish-language channel runs its ads only in Hispanic
neighborhoods. This is an example of __________. broadcasting buzz
marketing narrowcasting media
multitasking personal
selling (Page Ref: 448) Question 11. Question
: Monty Boyd, an account manager, travels frequently on West
Coast Airlines. Monty earns points for every mile he flies, and he will soon
have enough points to receive a free airline ticket. West Coast Airlines is
attempting to build a strong customer relationship with Monty through a
__________. trade
promotion promotional
product rebate
offer point-of-purchase
promotion frequency
marketing program (Page Ref: 483) Question 12. Question
: Which of the following questions would help a marketer
evaluate the return on a sales promotion investment? Was
the sales force successful in filtering out the good prospects from the poor
ones? Did
customers enjoy the events associated with the promotion? Did
customers receive high-quality promotional products? Did
the promotion attract new customers or more purchasing from current customers? Were
channel intermediaries effectively positioned to ensure a seamless supply of
products? (Page Ref: 488) Question 13. Question
: Which of the following is a potential drawback of using
web-based technologies for making sales presentations and servicing accounts? Web-based
technologies lower the overall efficiency of salespeople. The
cost of the technology outweighs the advantages gained through eliminating
travel. Web-based
technologies can intimidate salespeople or clients who are unfamiliar with
them. Salespeople
who use web-based technologies tend to be less attentive to customer needs. Online
selling usually takes more time than direct selling. (Page Ref: 477) Question 14. Question
: Which of the following best explains why companies are
adopting the team selling approach to service large, complex accounts? Products
have become too complicated for one salesperson to handle a large company’s
needs. Customers
prefer dealing with many salespeople rather than one sales representative. Job
rotation, an integral part of team selling, keeps workers motivated and boosts
their morale. Team
selling facilitates the evaluation of individual contributions. With
team selling, companies are not required to train the outside sales force any
longer. (Page Ref: 471) Question 15. Question
: A five-foot-high cardboard display of Terry the polar bear,
mascot of Terry’s protein shake, next to the shelf containing Terry’s products
in a supermarket, is an example of a(n) __________. sample point-of-purchase
promotion business
promotion IN advertising specialty rebate
(Page Ref: 484) Question 16. Question
: All of the following are forms of direct marketing EXCEPT
__________. personal
selling point-of-purchase
promotion telemarketing direct-mail
marketing kiosk
marketing (Page Ref: 500) Question 17. Question
: Which of the following terms refers to a 30-minute
television advertising program that markets a single product? Social
media Digital
catalog Telemarketing Blog Infomercial
(Page Ref: 503) Question 18. Question
: Florian Fasteners recently introduced a new line of
products. In order to promote its product, it sent samples to the addresses of
a few select customers. Which of the following types of marketing is evident
from this example? Direct-mail
marketing Telephone
marketing Direct-response
TV marketing Mobile
marketing Kiosk
marketing (Page Ref: 518) Question 19. Question
: How has do-not-call legislation helped direct marketers? Marketers
are compensated by the Federal Trade Commission for lost sales caused by the
laws. Direct
marketers have outsourced their activities to firms that are exempt from such
laws. Direct
marketers have developed kiosks as an alternative to telemarketing. Telemarketers
are allowed to call customers for a small fee. Telemarketers
have developed opt-in calling systems. (Page Ref: 503) Question 20. Question
: Green Gardens is a click-and-mortar company that sells
gardening and landscaping goods and equipment. When customers are unable to
find a product they need on the shelves of their local Green Gardens store,
customers order the product online with the help of the in-store ordering
machine. Which of the following best describes the ordering machine? Kiosk IN Digital catalog Podcast Tablet Online
networks (Page Ref: 504)

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