14 Aug Question 1 Which of the following industries is most likely to employ combative

Question
1

Which of the following industries is most likely to employ
combative promotional efforts?
Answer

Fast food

Computer
processors

Tax-preparation
services

Television
producers

Automotive
paints

Question
2

Factors such as climate, seasons, and holidays tend to lead to
the promotional objective of
Answer

combating
competitive promotional offers.

facilitating
reseller support.

encouraging
product trial.

retaining
loyal customers.

reducing sales
fluctuations.

Question
3

During the introduction stage of the product life cycle, which
type of promotion would a firm focus on?
Answer

Reminder

Competitive

Comparative

Pioneer

Repetitive

Question
4

Pioneer promotion is most likely to be used during the ____
stage of the product life cycle.
Answer

maturity

decline

growth

introduction

presentation

Question
5

Which promotion mix ingredient costs considerably more than
advertising to reach just one person but can provide more immediate feedback?
Answer

Publicity

Sales
management

Sales
promotion

Personal
selling

Public
relations

Question
6

Radio and television signals as well as ink on the paper of a
magazine or newspaper are all considered
Answer

noise.

communication
links.

communication
resources.

communication
channels.

decoding
sources.

Question
7

Which of the following are personal informal exchanges of
communication that customers share with one another about products, brands, and
companies?
Answer

Guerilla
communication

Word-of-mouth
communication

Buzz marketing

Viral
marketing

Conversational
promotion

Question
8

A person, group, or organization that has a meaning it intends
and attempts to share with a receiver or an audience is a
Answer

communications
channel.

source.

relay channel.

decoder.

sender.

Question 9

When a source converts meaning into a series of signs or symbols
representing ideas or concept, the source is undergoing
Answer

communication.

the coding
process.

the decoding
process.

the conversion
process.

communications
channel.

6 points
Question 10

All of the following are examples of publicity-based public
relations tools except
Answer

press
conferences.

feature
articles.

news releases.

annual
reports.

news stories.

Question 11

If a consumer is shown a particular advertisement and asked if
she has seen it before, a(n) ____ is being performed.
Answer

pretest

consumer jury
test

recognition
test

unaided recall
test

aided recall
test

Question 12

When a company promotes its position on a public issue, this is
specifically referred to as ____ advertising.
Answer

institutional

product

advocacy

issue

competitive

Question 13

____ is communication in news story form about an organization
or its products that is transmitted through a mass medium at no charge.
Answer

Advertising

Publicity

Public
relations

Sales
promotion

Personal
selling

Question 14

The three general types of media schedules are
Answer

pulsing,
beating, and continuous.

short, medium,
and long-term.

morning,
afternoon, and evening.

pulsing,
continuous, and flighting.

light, heavy,
and alternating.

Question 15

An advertising platform is the
Answer

basic issue or
selling point that an advertiser wishes to include in an advertising
campaign.

objective of
the advertising campaign, stated in precise and measurable terms.

form in which
the basic issues of the campaign should be presented.

broad
objectives of the advertising campaign.

consumer advertising
research conducted.

Question 16

When the CEO or chief financial officer of a company states how
much the company should spend on advertising for the coming period, the company
is using the
Answer

arbitrary
approach.

executive
decision process.

objective-and-task
approach.

percentage-of-sales
approach.

competition-matching
approach.

Question 17

Advertising that lets consumers know that an established brand
still offers certain uses, characteristics, and advantages is ____
advertising.
Answer

repetitive

reminder

pioneer

competitive

reinforcement

Question 18

A list of the exact magazines, newspapers, and television
stations in which an advertisement will appear, along with the dates and
times, is a(n)
Answer

advertising
plan.

media plan.

advertising
message.

advertising
appropriation.

media
platform.

Question 19

An evaluation performed before an advertising campaign begins
is a
Answer

consumer
exam.

posttest.

recognition
test.

pretest.

recall test.

Question 20

The last stage in the development of any advertising campaign
is
Answer

creating the
advertising platform.

developing
the media plan.

creating the
advertising message.

evaluating
the effectiveness of advertising.

defining the
advertising objectives.

Question 21

When a salesperson asks the customer to buy the product several
times throughout the sales presentation in an effort to uncover hidden
objections, it is called
Answer

order taking.

new-business
selling.

trial closing.

order getting.

overcoming
objections.

Question 22

The salesperson must attract and hold the prospect’s attention,
stimulate interest, and spark a desire for the product during the
Answer

prospecting.

preapproach.

follow up.

approach.

sales
presentation.

Question 23

____ are designed to identify the customers called on and to
present detailed information about interaction with those clients.
Answer

Invoices

Feedback
notices

Work schedules

Call reports

Recall files

Question 24

Customer density and distribution are important factors in
Answer

prospecting.

motivating
salespeople.

creating sales
territories.

compensating
salespeople.

establishing
sales force objectives.

Question 25

A missionary salesperson is usually employed by
Answer

a retailer.

a wholesaler.

either a
retailer or a producer.

a
manufacturer.

an independent
intermediary.

Question 26

The two groups of order takers in personal selling are
Answer

current
customer salespeople and new-business salespeople.

missionary
salespeople and trade salespeople.

inside order
takers and field order takers.

trade
salespeople and technical salespeople.

advisory order
takers and support order takers.

Question 27

Order-getting activities are divided into two categories:
Answer

missionary
sales and technical sales.

current-customer
sales and new-business sales.

order takers
and trade sales.

current sales
and support sales.

inside order
sales and field order sales.

Question 28

Which of the following is particularly appropriate for pricey
high-tech business products, such as jet aircraft and medical equipment?
Answer

Team selling

Relationship
selling

Trade selling

Technical
selling

Missionary
selling

Question 29

Developing a list of potential customers is called
Answer

preapproaching.

surveying.

scouting.

prospecting.

screening.

Question 30

Paid personal communication that attempts to inform and persuade
customers to purchase products in an exchange situation is called
Answer

advertising.

sales
promotion.

personal
selling.

target
marketing.

public
relations.

Question
1Which of the following industries is most likely to employ
combative promotional efforts?AnswerFast foodComputer
processorsTax-preparation
servicesTelevision
producersAutomotive
paintsQuestion
2Factors such as climate, seasons, and holidays tend to lead to
the promotional objective ofAnswercombating
competitive promotional offers.facilitating
reseller support.encouraging
product trial.retaining
loyal customers.reducing sales
fluctuations.Question
3During the introduction stage of the product life cycle, which
type of promotion would a firm focus on?AnswerReminderCompetitiveComparativePioneerRepetitiveQuestion
4Pioneer promotion is most likely to be used during the ____
stage of the product life cycle.AnswermaturitydeclinegrowthintroductionpresentationQuestion
5Which promotion mix ingredient costs considerably more than
advertising to reach just one person but can provide more immediate feedback?AnswerPublicitySales
managementSales
promotionPersonal
sellingPublic
relationsQuestion
6Radio and television signals as well as ink on the paper of a
magazine or newspaper are all consideredAnswernoise.communication
links.communication
resources.communication
channels.decoding
sources.Question
7Which of the following are personal informal exchanges of
communication that customers share with one another about products, brands, and
companies?AnswerGuerilla
communicationWord-of-mouth
communicationBuzz marketingViral
marketingConversational
promotionQuestion
8A person, group, or organization that has a meaning it intends
and attempts to share with a receiver or an audience is aAnswercommunications
channel.source.relay channel.decoder.sender.When a source converts meaning into a series of signs or symbols
representing ideas or concept, the source is undergoingAnswercommunication.the coding
process.the decoding
process.the conversion
process.communications
channel.

6 points All of the following are examples of publicity-based public
relations tools exceptAnswerpress
conferences.feature
articles.news releases.annual
reports.news stories.If a consumer is shown a particular advertisement and asked if
she has seen it before, a(n) ____ is being performed.Answerpretestconsumer jury
testrecognition
testunaided recall
testaided recall
testWhen a company promotes its position on a public issue, this is
specifically referred to as ____ advertising.Answerinstitutionalproductadvocacyissuecompetitive____ is communication in news story form about an organization
or its products that is transmitted through a mass medium at no charge.AnswerAdvertisingPublicityPublic
relationsSales
promotionPersonal
sellingThe three general types of media schedules areAnswerpulsing,
beating, and continuous.short, medium,
and long-term.morning,
afternoon, and evening.pulsing,
continuous, and flighting.light, heavy,
and alternating.An advertising platform is theAnswerbasic issue or
selling point that an advertiser wishes to include in an advertising
campaign.objective of
the advertising campaign, stated in precise and measurable terms.form in which
the basic issues of the campaign should be presented.broad
objectives of the advertising campaign.consumer advertising
research conducted.When the CEO or chief financial officer of a company states how
much the company should spend on advertising for the coming period, the company
is using theAnswerarbitrary
approach.executive
decision process.objective-and-task
approach.percentage-of-sales
approach.competition-matching
approach.Advertising that lets consumers know that an established brand
still offers certain uses, characteristics, and advantages is ____
advertising.AnswerrepetitivereminderpioneercompetitivereinforcementA list of the exact magazines, newspapers, and television
stations in which an advertisement will appear, along with the dates and
times, is a(n)Answeradvertising
plan.media plan.advertising
message.advertising
appropriation.media
platform.An evaluation performed before an advertising campaign begins
is aAnswerconsumer
exam.posttest.recognition
test.pretest.recall test.The last stage in the development of any advertising campaign
isAnswercreating the
advertising platform.developing
the media plan.creating the
advertising message.evaluating
the effectiveness of advertising.defining the
advertising objectives.When a salesperson asks the customer to buy the product several
times throughout the sales presentation in an effort to uncover hidden
objections, it is calledAnswerorder taking.new-business
selling.trial closing.order getting.overcoming
objections.The salesperson must attract and hold the prospect’s attention,
stimulate interest, and spark a desire for the product during theAnswerprospecting.preapproach.follow up.approach.sales
presentation.____ are designed to identify the customers called on and to
present detailed information about interaction with those clients.AnswerInvoicesFeedback
noticesWork schedulesCall reportsRecall filesCustomer density and distribution are important factors inAnswerprospecting.motivating
salespeople.creating sales
territories.compensating
salespeople.establishing
sales force objectives.A missionary salesperson is usually employed byAnswera retailer.a wholesaler.either a
retailer or a producer.a
manufacturer.an independent
intermediary.The two groups of order takers in personal selling areAnswercurrent
customer salespeople and new-business salespeople.missionary
salespeople and trade salespeople.inside order
takers and field order takers.trade
salespeople and technical salespeople.advisory order
takers and support order takers.Order-getting activities are divided into two categories:Answermissionary
sales and technical sales.current-customer
sales and new-business sales.order takers
and trade sales.current sales
and support sales.inside order
sales and field order sales.Which of the following is particularly appropriate for pricey
high-tech business products, such as jet aircraft and medical equipment?AnswerTeam sellingRelationship
sellingTrade sellingTechnical
sellingMissionary
sellingDeveloping a list of potential customers is calledAnswerpreapproaching.surveying.scouting.prospecting.screening.Paid personal communication that attempts to inform and persuade
customers to purchase products in an exchange situation is calledAnsweradvertising.sales
promotion.personal
selling.target
marketing.public
relations.

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