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Marketing
Q:
A brand variant is created when a company adapts and expands its current brand into a new product area. a. Trueb. False
Q:
Advertising is only one area of the marketing mix, and it represents only one of the many different integrated brand promotion tools used in the marketing mix.
a. True
b. False
Q:
The marketing mix involves four areas of responsibilityconceiving, pricing, promoting, and distributinginvolved in the promotion of goods, services, or ideas. a. Trueb. False
Q:
Harry's World is a department store that operates in three different states in the country of Rhodia. Harry's World advertises its stores only in these three states. This is an example of regional advertising.
a. True
b. False
Q:
Blitz, a popular kitchen appliances manufacturer, launches its new line of blenders. To promote its product, it uses the same billboard ads across different countries around the world. This is an example of international advertising. a. Trueb. False
Q:
Government officials are the most conspicuous audience category in that most mass media advertising is directed at them.
a. True
b. False
Q:
A producer of educational materials wants to deliver an advertising message to an audience of teachers and principals. In this scenario, personal selling would be the best option because this tool is appropriate for large groups of people.
a. True
b. False
Q:
A target audience is a particular group of consumers singled out by an organization for an advertising or IBP campaign. a. Trueb. False
Q:
Mass-mediated communication has three major components: production, accommodation, and distribution. a. Trueb. False
Q:
An advertisement refers to a specific message that an organization has created to persuade an audience. a. Trueb. False
Q:
Integrated brand promotion (IBP) tools include various types of advertising, but does not include traditional advertising forms.
a. True
b. False
Q:
Orange Inc., a cell phone manufacturer, has launched promotions of its new product in local newspapers, billboards, and the company's website, and has distributed flyers in local universities. This is an example of an integrated brand promotion.
a. True
b. False
Q:
A firm that manufactures a device that alleviates sleep apnea, produces a television commercial that delivers facts about the product. Therefore, the objective of the ad is not to persuade the customer because the ad is purely informational.
a. True
b. False
Q:
A television commercial showing the effects of smoking displays a fresh apple and another that has decayed. The ad states, "Smoking kills." The commercial was paid for by a medical company. This is an example of a public service announcement.
a. True
b. False
Q:
Kristen Cross, an actress, was interviewed by news reporters about what she thought her fans should know about her new movie. This would be considered as an advertisement.
a. True
b. False
Q:
A brand that does not meet customer needs can still be very successful if it advertises its products extensively. a. Trueb. False
Q:
The organization that pays for an advertisement is referred to as the client. a. Trueb. False
Q:
Consumer preferences and new technologies are reshaping the communication environment. a. Trueb. False
Q:
In the new world of advertising, mass media is nonexistent. a. Trueb. False
Q:
The first step in the creative selling process is ________.
A) preapproach
B) prospect and qualify
C) approach
D) handle objections
E) sales presentation
Q:
A major manufacturer of automobile tires sells its products at its dealership retail stores. After a tire is sold, the customer can return to any manufacturers' retail store and the tire can be rotated on the car at no expense to the customer. Should a repair to the tire be needed, the customer will receive a discount from the list price bill as a form of a warranty received at the time of purchase of the tire. Identify and explain the selling approach being implemented by this manufacturer.
Q:
Pfizer pharmaceutical representatives call on physicians to influence them to prescribe the latest Pfizer medications over competing products. However, no sale is made until doctors call prescriptions into pharmacies that then place orders through their drug wholesalers. What type of sales position do these Pfizer pharmaceutical representatives hold, and what are their job responsibilities?
Q:
What is the sales job classification and responsibility of an employee who processes purchases over the phone?
Q:
Today's professional salesperson is more likely to practice relationship selling than transactional selling.
Q:
A missionary salesperson stimulates demand for a product and is therefore a major part of the close of the sale.
Q:
In which type of sales job is an employee LEAST likely to focus on relationship selling?
A) new-business salesperson
B) team selling member
C) order taker
D) order getter
E) missionary salesperson
Q:
At Boeing, salespeople work with company specialists, such as financial analysts, technical specialists, and engineers, to call on potential and current customers. This is an example of ________.
A) territorial selling
B) team selling
C) professional selling
D) industry specialization selling
E) transactional selling
Q:
At the sales presentation for EFTPS (a type of software for making the payment of all federal taxes secure, easy, and fast), it would be most logical for which member of the sales staff to demonstrate how payments can be set up 12 months in advance and how easy it is to view payment history?
A) the order taker
B) the missionary salesperson
C) the technical specialist
D) the relationship manager
E) the reactive salesperson
Q:
You are responsible for supervising order takers at Acme, Inc. Which of the following would you be LEAST likely to expect these people to perform?
A) executing the preapproach stage of the creative selling process
B) assisting business customers
C) processing customer transactions
D) communicating with customers over the phone
E) executing the close stage of the creative selling process
Q:
When Kenneth called Southern Security to buy a safe in which to store important personal documents and possessions, he most likely talked to a(n) ________ who performed all the activities needed to process the transaction.
A) order taker
B) order getter
C) missionary salesperson
D) new-business salesperson
E) technical specialist
Q:
Which of the following statements about relationship selling is true?
A) Relationship selling primarily uses hard-sell tactics.
B) A salesperson selling new tires to tourists who are stranded in his community will most likely use relationship selling.
C) With relationship selling, the salesperson tries to develop a win-win relationship with customers.
D) People who engage in relationship selling do not prospect for new customers.
E) Relationship selling is a short-sighted approach.
Q:
Which of the following is a sales technique that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer?
A) proactive marketing
B) reactive marketing
C) transactional selling
D) relationship selling
E) creative selling
Q:
PeopleSoft is an enterprise application software that businesses can use to create more efficient relationships with suppliers, customers, and employees. To sell the entire software package, the company uses ________, which includes a technical specialist, an accounting expert, a human resources expert, and a sales representative.
A) a selling center
B) a buying center
C) transactional selling
D) team selling
E) partner relationship management (PRM)
Q:
Which of the following is a salesperson who works to develop long-term relationships with particular customers and may hold the title of "account manager"?
A) an order taker
B) an order getter
C) a missionary salesperson
D) a new-business salesperson
E) a technical specialist
Q:
A group of people from a range of departments tasked with developing products and programs that satisfy the customer's needs is referred to as a ________ team.
A) cross-functional
B) partner relationship management (PRM)
C) customer relationship management (CRM)
D) missionary
E) transactional
Q:
A(n) ________ promotes the firm and tries to stimulate demand for a product but does not actually complete a sale.
A) order taker
B) order getter
C) missionary salesperson
D) relationship manager
E) new-business manager
Q:
Of the following, which sales job requires the LEAST creative selling?
A) order getter
B) order taker
C) team selling member
D) new-business salesperson
E) missionary salesperson
Q:
What is the relationship between personal selling and the marketing push strategy?
Q:
Compare and contrast partner relationship management (PRM) and customer relationship management (CRM).
Q:
Explain and compare the concepts of telemarketing and direct selling. Why might a consumer be more likely to buy Tupperware at a home party than the same product from a telemarketer?
Q:
The makers of a new type of soap that can be used to both wash and wax your car with only one application have determined that personal selling would not be best for this product. Explain why this is or isn't a good marketing communication decision.
Q:
A representative for Tupperware who is implementing a party plan, demonstrating and selling products at a social gathering of friends, is using direct selling.
Q:
Direct sellers bypass channel intermediaries and sell directly from manufacturers to consumers.
Q:
On a cost per contact basis, personal selling is much more expensive than national advertising.
Q:
Personal selling is crucial in business-to-business marketing, especially when the deal involves intense price negotiations.
Q:
In which of the following situations would personal selling be the LEAST cost-effective choice?
A) a manufacturer selling a line of running shoes to a chain of department stores
B) an automobile dealer selling luxury cars
C) a real estate agent selling a home
D) a chain of supermarkets selling convenience products
E) a computer systems firm selling hardware and software to a large business
Q:
Voice-over internet protocol (VoIP) systems enable salespeople to ________.
A) access data from key partners
B) deliver text messages to key customers through a short-messaging system
C) track all aspects of customer interaction
D) avoid the capital outlay of a CRM system
E) make and receive phone calls anywhere just as though they were in the office
Q:
________, which uses a data network to carry voice calls, is frequently used for communication between salespeople and customers.
A) Voice-over internet Protocol (VoIP)
B) Customer relationship management (CRM)
C) Telemarketing
D) Partner relationship management (PRM)
E) Total quality management (TQM)
Q:
What type of software links information between selling and buying firms?
A) CRM (customer relationship management)
B) PRM (partner relationship management)
C) TQM (total quality management)
D) PR (public relations)
E) VoIP (Voice-over Internet Protocol)
Q:
What type of software do salespeople use to track all aspects of customer interaction?
A) TQM (total quality management)
B) CRM (customer relationship management)
C) DRM (direct response management)
D) PR (public relations)
E) JIT (just in time)
Q:
Factors that increase a firm's emphasis on ________ include purchases that are "new tasks" for a customer and transactions that require negotiation.
A) m-commerce
B) mass marketing
C) public relations
D) direct marketing
E) personal selling
Q:
Which of the following is the most logical reason that many organizations rely heavily on personal selling?
A) to make more efficient use of the promotional mix
B) to quickly move a product to the maturity stage of the product life cycle
C) to create consistent marketing communications
D) to more effectively sell highly technical or very expensive products
E) to decrease promotional expenditures
Q:
According to an axiom in marketing, the more ________ the product, the more heavily firms tend to rely on personal selling to promote it.
A) popular
B) available
C) intangible
D) impersonal
E) marketable
Q:
Which of the following communication and promotion tools involves establishing direct connections with customers aimed toward building crucial relationships?
A) personal selling
B) advertising
C) e-commerce
D) publicity
E) m-commerce
Q:
________ has the highest cost per contact with each customer.
A) Direct marketing
B) Advertising
C) Mass marketing
D) Personal selling
E) Public relations
Q:
Why is m-commerce considered an important form of direct marketing?
Q:
What is the difference between catalogs and direct mail?
Q:
Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?
Q:
Why is the image of telemarketers more positive in business marketing than it is in consumer marketing?
Q:
Consumers are able to opt-out of receiving telemarketing solicitations and mail-order catalogs.
Q:
Mobile phones are more prevalent in the United States than in any other country.
Q:
Direct-response TV (DRTV) includes short commercials of less than two minutes, 30-minute or longer infomercials, and home shopping networks such as QVC and HSN.
Q:
As a result of the federal government's Do Not Call Registry, telemarketing is now rarely used.
Q:
Telemarketing is more profitable for consumer markets than for business markets.
Q:
A producer of beverages and snack foods wants to market its products to the 14-to-22-year-old demographic, providing incentives to respond instantly to time-sensitive offers. Which of the following forms of direct marketing would this producer most likely choose?
A) direct-response TV
B) m-commerce
C) telemarketing
D) catalog marketing
E) direct mail
Q:
Organic Designs is a small, successful chain of stores offering stylish clothes made of all-organic materials for infants, toddlers, and young children. Most of the Organic Designs stores are located in urban areas. Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets. Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?
A) direct-mail marketing
B) m-commerce
C) catalog marketing
D) infomercials
E) telemarketing
Q:
For which of the following operations would telemarketing efforts likely be the most successful and the most profitable?
A) selling magazine subscriptions to consumers
B) selling double-pane windows to home owners
C) selling plastic bottles to a bottling company
D) asking people for charitable donations
E) selling vacation packages to people who earn $50,000 or more annually
Q:
Fiona Lambrech is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Fiona wants to reach a selective market of individuals who have recently donated to international charities. Which of the following types of direct marketing is Fiona most likely to use?
A) direct-mail marketing
B) catalog marketing
C) telemarketing
D) direct-response TV marketing
E) direct-response advertising
Q:
A type of m-commerce that simply involves sending a text message is known as ________.
A) predictive marketing
B) spam
C) short-message system marketing
D) telemarketing
E) e-commerce
Q:
A 30-minute television advertising program marketing a single product is referred to as a(n) ________.
A) home shopping network
B) infomercial
C) short-messaging system
D) m-commercial
E) mass marketing advertisement
Q:
The "m" in m-commerce stands for ________.
A) market
B) mobile
C) message-oriented
D) millennial
E) marketspace
Q:
What are two major forms of direct-response television (DRTV)?
A) shows on home shopping networks and infomercials
B) home-selling and toll-free response
C) home television response and attention commercials
D) direct selling and m-commerce
E) home shopping networks and short-messaging systems
Q:
________ is direct communication to a customer that is conducted over the telephone.
A) Direct order
B) Telemarketing
C) Direct-response advertising
D) Direct selling
E) Promotional selling
Q:
The National Do Not Call Registry was established by which of the following?
A) the Federal Trade Commission (FTC)
B) the Direct Marketing Association (DMA)
C) the Consumer Review
D) the American Marketing Association (AMA)
E) the Robinson-Patman Act
Q:
Which of the following is the most likely description of the modern catalog customer?
A) someone who has little or no access to retail stores
B) someone who has little or no access to Internet technologies
C) someone who wants to save time shopping
D) someone who shops only for sales bargains
E) someone who does not accept telemarketing calls
Q:
A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items, is a ________.
A) brochure
B) pamphlet
C) catalog
D) direct-mail item
E) junk-mail item
Q:
Catalogs, brochures, and pamphlets are all examples of which type of marketing?
A) direct mail
B) catalog
C) mail order
D) personal
E) m-commerce
Q:
Which kind of marketing involves sending a brochure or pamphlet that offers a specific good or service at one point in time?
A) personal marketing
B) telemarketing
C) direct mail
D) catalog
E) spam
Q:
Which of the following is NOT a form of direct marketing?
A) mass marketing
B) catalogs
C) direct mail
D) telemarketing
E) m-commerce
Q:
Someone who orders a product through a catalog is responding to ________.
A) place-based communication
B) point of purchase selling
C) direct marketing
D) direct selling
E) personal selling