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Marketing
Q:
Which of the following is an input measure of a salesperson's success?
A) volume of sales
B) number of orders
C) number of sales calls
D) customer satisfaction
E) level of repeat business
Q:
Which of the following is NOT a closing approach for a salesperson?
A) a last objection close
B) a bridge close
C) a standing-room-only close
D) a buy-now close
E) an assumptive close
Q:
In which stage of the creative selling process would the salesperson say, "What quantity would you like to order?"
A) preapproach
B) close
C) qualify
D) handle objections
E) follow-up
Q:
In which step of the sales process would the salesperson call to ensure customer satisfaction and repeat business?
A) approach
B) presentation
C) handle objections
D) close the sale
E) follow-up
Q:
After the sales presentation, which of the following is the next step in the creative selling process?
A) block objections
B) handle objections
C) begin building a bridge to the next sale
D) wait for signals that the customer is ready to buy
E) indirectly ask the customer for her business
Q:
According to your text, sales managers rate which of the following skills as the single most important attribute they look for when hiring relationship salespeople?
A) presentation skills
B) technical skills
C) listening skills
D) questioning skills
E) time management skills
Q:
A salesperson would be most likely to use Standard & Poor's 500 Directory during which stage of the creative selling process?
A) preapproach
B) approach
C) sales presentation
D) handle objections
E) close
Q:
The salesperson contacts the customer for the first time in the ________ step of the creative selling process.
A) preapproach
B) prospect
C) approach
D) presentation
E) qualify
Q:
During which stage of the creative selling process would a salesperson most likely try to learn about a customer's prior purchases and personal interests?
A) prospect
B) preapproach
C) qualify
D) close
E) follow-up
Q:
Without prior introduction or arrangement, telemarketers telephone your home and business offering to sell you a variety of products. These telemarketers engage in what form of prospecting?
A) referring
B) cold calling
C) networking
D) direct selling
E) qualifying
Q:
After salesperson Danny O'Reilly has made a sale, he asks his customer if she knows of anyone else who might also be interested in buying his products. Referrals such as these are one method used in ________.
A) prospecting
B) cold calling
C) the preapproach
D) qualifying
E) completing follow-up
Q:
Which of the following is the LEAST relevant characteristic that a salesperson should consider when qualifying a prospect?
A) financial ability
B) longevity in the market
C) credit history
D) volume of business
E) likely level of loyalty
Q:
The step that follows preapproach in the creative selling process is ________.
A) presentation
B) qualify
C) handle objections
D) prospect
E) approach
Q:
Prospect and qualify is the step in the creative selling process in which the salesperson ________.
A) meets the customer for the first time
B) learns as much as possible about a prospective customer before making a sales call
C) identifies potential qualified customers
D) conveys the product's competitive advantages to a potential customer
E) clarifies and overcomes a customer's concerns about buying
Q:
A retail salesperson at a department store cosmetics counter gets five dollars every time he sells a bottle of a certain brand of cologne. Explain the type of trade promotion that is being used in this instance.
Q:
A customer has a piece of paper that states that he will receive five dollars off the selling price if he purchases a certain brand of teeth whitening strips. What sales promotion technique is being offered to this customer?
Q:
Explain the difference between the practices of forward buying and diverting.
Q:
What are the basic differences between sales promotion and advertising?
Q:
Quaker Oats inserted $5 million worth of gold and silver coins in Ken-L Ration dog food packages. This is an example of a contest.
Q:
A merchandising allowance is a discount to a wholesaler or retailer based on the order volume of a product.
Q:
Most consumer sales promotions temporarily change the price/value relationship.
Q:
A traditional advertising medium can be used to publicize a sales promotion.
Q:
Declining brand loyalty has led marketers to place less of their total marketing communication budgets in sales promotions.
Q:
An office supply store that pays a discounted price when it orders more than 12 metal filing cabinets is receiving a(n) ________.
A) merchandising allowance
B) promotional product
C) case allowance
D) co-op promotion
E) incentive program
Q:
An example of a(n) ________ is a five-foot-high cardboard display of Cap'n Crunch next to Cap'n Crunch cereal boxes.
A) point of purchase (POP) display
B) incentive program
C) promotional product
D) co-op advertisement
E) case allowance
Q:
Keely was invited to examine a free copy of a new magazine called Coastal Living. If she did not enjoy the magazine, she could write "Refused" on the invoice for her subscription, which would arrive about three weeks after the free magazine. The magazine's publisher was using ________.
A) a continuity program
B) a rebate
C) a premium
D) product placement
E) sampling
Q:
Toro ran a clever preseason promotion on some of its snow blower models, offering some money back if the snowfall in the buyer's market area turned out to be below average. This is an example of a ________.
A) rebate
B) premium
C) price-off pack
D) continuity program
E) sweepstake
Q:
Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product?
A) a rebate
B) a merchandising allowance
C) a premium
D) a cross-promotion
E) push money
Q:
A trade show is a way for a company to do all of the following EXCEPT which one?
A) distribute literature about its product
B) pay a bonus to members of its salesforce
C) give away sample products
D) establish new business contacts
E) showcase its new products in elaborate exhibits
Q:
________ involves a retailer buying a product at a discounted promotional price, warehousing it, and after the promotion has expired, selling the inventory to other retailers at a price that is lower than the manufacturer's nondiscounted price but high enough to turn a profit for the retailer.
A) Hoarding
B) Forward buying
C) Diverting
D) Discounting
E) Rebating
Q:
________ involves a channel member purchasing large quantities of a product during a discount period, warehousing the product, and not buying the product again until another discount is offered.
A) Hoarding
B) Forward buying
C) Rebating
D) Co-op buying
E) Discounting
Q:
Which of the following is a discount to the retailer or wholesaler based on the volume of product ordered?
A) merchandising allowance
B) case allowance
C) forward buying allowance
D) push money
E) incentive program
Q:
Which of the following types of sales promotions would NOT be offered to a final consumer?
A) rebates
B) push money
C) bonus packs
D) sweepstakes
E) premiums
Q:
________ are goods offered either free or at low cost as an incentive to buy a product; they may be in-pack, on-pack, or delivered through the mail.
A) Rebates
B) Bonus packs
C) Price-off packs
D) Premiums
E) Sweepstakes
Q:
An example of a ________ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.
A) price-off pack
B) rebate
C) special pack
D) loyalty program
E) premium
Q:
________ are the most common price promotion.
A) Rebates
B) Merchandising allowances
C) Coupons
D) Contests and sweepstakes
E) Premiums
Q:
________ is the promotional tool used to build interest in or encourage purchase of a good or service during a specified period.
A) A patronage reward
B) A segmented promotion
C) Advertising
D) Public relations
E) Sales promotion
Q:
What is a benefit of a demonstration ad for a product, and when is this type of execution format most useful?
Q:
When might a marketer be most likely to use a comparative ad?
Q:
When does a marketer use reminder ads?
Q:
When might a marketer be most likely to use informative advertising?
Q:
What is a USP? When would a marketer use a USP strategy?
Q:
What is the difference between institutional advertising and advocacy advertising?
Q:
Identify the traditional mass media vehicles and identify some of the strengths and weaknesses of each type.
Q:
Briefly describe four main objections to advertising.
Q:
How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of do-it-yourself advertising?
Q:
To posttest an ad for Maytag appliances, interviewers could ask consumers what appliance ads they have seen in the last month.
Q:
Gross rating points (GRPs) are a measure of the quantity of media included in a given media plan.
Q:
Banners are online ads that pop up between changes on a Web site.
Q:
In developing an advertising campaign, agencies do not use pretesting until they have determined the media types and media schedule.
Q:
In the United States, the advertising industry itself encourages honesty in advertising.
Q:
Advertising and marketing are interchangeable terms.
Q:
For which of the following products would a continuous advertising schedule be most appropriate?
A) swimming pool chemicals
B) snow goggles
C) heaters
D) mosquito repellent
E) lightbulbs
Q:
The current event television shows that are specifically designed to be broadcast in U.S. high school classrooms contain some ads from sponsors of the educational program. The ads reach this captive audience through the use of ________ media.
A) augmented reality
B) out-of-home
C) place-based
D) mobile
E) permission
Q:
Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say, "Ahh, the power of cheese." These are all examples of ________.
A) jingles
B) testimonials
C) unique selling propositions (USPs)
D) slogans
E) slice-of-life appeals
Q:
An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad uses the ________ appeal.
A) slice-of-life
B) lifestyle
C) fear
D) testimonial
E) straight-forward
Q:
Avis positioned itself against market-leading Hertz by claiming, "We're number two, so we try harder." This is an example of ________.
A) reminder advertising
B) comparative advertising
C) demonstration advertising
D) a slice-of-life appeal
E) a lifestyle appeal
Q:
U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign. Which of the following questions should be addressed before the others?
A) What percentage of the budget should be for U-Frame-It radio ads?
B) Which type of media is most appropriate for U-Frame-It ads?
C) What are the message objectives of U-Frame-It?
D) How does U-Frame-It's competition advertise?
E) What type of appeal will work best for U-Frame-It's products?
Q:
Which of the following advertising situations would LEAST likely be considered puffery?
A) a mouthwash that claims to make your mouth feel its freshest
B) toned thighs and legs as a result of using the Thigh Master for only 15 minutes each day
C) children growing into attractive adults as a result of drinking milk
D) a retired couple drinking a vitamin and protein shake and then going bicycling
E) a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and a rainbow on the horizon
Q:
An ad for Ford did not advertise any cars, but instead explained the meaning of the company's slogan, "no boundaries." This ad is an example of ________.
A) product advertising
B) a sales promotion
C) institutional advertising
D) advocacy advertising
E) retail advertising
Q:
A television commercial for Post Select cereal is an example of which of the following?
A) product advertising
B) institutional advertising
C) sales promotion
D) direct selling
E) retail advertising
Q:
Which of the following is a posttesting technique used by telephone survey or personal interview to determine whether a person remembers seeing an ad during a specified period without giving the person the name of the brand?
A) unaided recall
B) attitudinal measure
C) pulsing
D) gross rating points (GRPs)
E) corrective advertising
Q:
Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign?
A) pretesting
B) attitudinal measures
C) pulsing
D) gross rating points (GRPs)
E) cost per thousand (CPM)
Q:
Which of the following is a media schedule of short, intense bursts alternating with periods of little to no activity?
A) a continuous schedule
B) sequencing
C) segmenting
D) flighting
E) hard hitting
Q:
To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium, media planners use ________.
A) cost per thousand (CPM)
B) reach
C) impressions
D) gross rating points (GRPs)
E) attitudinal measures
Q:
Frequency is which of the following?
A) the total number of people who will be exposed to an ad placed in one media vehicle
B) the percentage of people who will be exposed to an ad more than once
C) the percentage of people who will be exposed to the media vehicle
D) the number of times a person in the target group will be exposed to an ad
E) the total number of ads in one advertising campaign
Q:
________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period.
A) Reach
B) Frequency
C) Impression
D) Exposure
E) Gross rating
Q:
Ads on the sides of delivery trucks, ads on the fence around a baseball field, and ads that you see on interstate billboards are all examples of ________ media.
A) out-of-home
B) place-based
C) branded entertainment
D) banner
E) pop-up
Q:
Product placements in television programs and movies are examples of ________.
A) advergaming
B) branded entertainment
C) augmented reality
D) advertising exposure
E) pulsing
Q:
Which of the following practices helps to protect consumers from spamming?
A) puffery
B) permission marketing
C) pop-up blocking
D) adware installation
E) sampling
Q:
Which of the following types of ads can users block with Internet access software applications?
A) banners
B) buttons
C) pop-ups
D) search engine listings
E) directory listings
Q:
Which of the following would be the best medium for an advertisement encouraging customers to come to a local retailer's weekend sidewalk sale?
A) magazine
B) network television
C) local newspaper
D) directory
E) advergaming
Q:
Which of the following statements about radio as an advertising medium is true?
A) Radio advertising is typically quite expensive.
B) National radio advertising opportunities are simple to purchase.
C) One advantage of radio advertising is its flexibility.
D) Radio prohibits the use of segmentation strategies.
E) Radio is defined as a place-based medium.
Q:
Which of the following statements about magazines as an advertising medium is true?
A) Magazines have long lead times and deadlines that can reduce flexibility.
B) Magazines have not benefited from advances in communication technologies.
C) Magazines typically use a mass marketing strategy.
D) Magazines do not accept local advertising.
E) Magazines have poor reproduction quality of images.
Q:
You are looking to advertise your new product, and you want good mass-marketing coverage and low cost per exposure. You should go with ________ as your advertising medium.
A) directories
B) place-based media
C) branded entertainment
D) advergaming
E) television
Q:
________ is a problem-solving process for getting an advertising message to a specific target audience in the most effective fashion.
A) Pretesting
B) Lobbying
C) Media pulsing
D) Media planning
E) Sampling
Q:
________ refers to the mood or attitude an advertisement conveys.
A) Creative technique
B) Execution format
C) Unique selling proposition
D) Appeal
E) Tonality
Q:
Apple recently ran ads featuring real people who had switched from Microsoft Windows PCs to Macs. When companies use people, actors, or sports celebrities to express the product's effectiveness, what kind of execution format is being used?
A) testimonial
B) lifestyle
C) comparative
D) unique selling proposition
E) slice of life
Q:
________ is the execution format that depicts typical people using the product in an everyday setting.
A) Lifestyle
B) Fantasy
C) Slice of life
D) Testimonial
E) Demonstration
Q:
The creative strategy for an advertising campaign is summarized in a(n) ________.
A) agency contract
B) account plan
C) media plan
D) creative brief
E) message objective