W11 Quiz 5 MKT 100

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Question 1

 

If the push policy is used in promoting a product, the firm

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promotes directly to consumers.

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promotes only to the next marketing institution down the marketing channel.

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promotes the product to wholesalers only.

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promotes the product to retailers only.

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will be assured of having an effective promotional mix.

Question 2

 

Advertising, personal selling, sales promotion, and public relations are called

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promotion mix ingredients.

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marketing mix components.

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characteristics of a product.

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advertising tools.

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nonpersonal communication.

Question 3

 

The receiver’s response to a message is ____ for the source.

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feedback

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the communications channel

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noise

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channel capacity

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decoding

Question 4

 

The vehicle through which the coded message is transmitted from the source to the receiver is called a(n)

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coder.

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decoder.

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encoder.

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relay channel.

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communication channel.

Question 5

 

The process of putting one’s thoughts (meaning) into signs (symbols) is called

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decoding.

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noise.

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interference.

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transmission.

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the coding process

Question 6

 

Sweepstakes, free samples, coupons, and rebates are examples of

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advertising.

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sales promotion techniques.

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publicity.

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personal selling techniques.

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packaging methods.

Question 7

 

The individual or group that decodes a coded message is called a

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sender.

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receiver.

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source.

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decoder.

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receptor.

Question 8

 

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

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Fast food

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Computer processors

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Tax-preparation services

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Television producers

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Automotive paints

Question 9

 

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

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Reminder

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Competitive

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Comparative

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Pioneer

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Repetitive

Question 10

 

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

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Publicity

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Sales management

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Sales promotion

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Personal selling

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Public relations

Question 11

 

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)

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advertising plan.

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media plan.

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advertising message.

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advertising appropriation.

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media platform.

Question 12

 

The three general types of media schedules are

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pulsing, beating, and continuous.

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short, medium, and long-term.

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morning, afternoon, and evening.

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pulsing, continuous, and flighting.

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light, heavy, and alternating

Question 13

 

The limitations in using publicity-based public relations tools stem primarily from the fact that

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marketers alter the length of publicity releases.

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publicity is never properly managed by media personnel.

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media personnel consider only unfavorable messages as newsworthy.

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it is time-consuming to convince media personnel that the information is newsworthy.

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media personnel control the content of the communication.

Question 14

 

The total amount of money a marketer allocates for advertising for a specific time period is the

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marketing budget.

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advertising appropriation.

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objective-and-task approach.

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promotion grant.

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finances for advertising.

Question 15

 

If a company calls a meeting to announce a major news event, this is known as a

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media call.

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press conference.

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news release.

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press release.

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public service announcement.

Question 16

 

Advertising that focuses on stimulating demand for a product category is called ____ advertising.

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pioneer

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competitive

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institutional

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categorical

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product

Question 17

 

The physical arrangement of the illustration, headline, subheadline, body copy, and the signature is called the

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artwork.

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copy.

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art design.

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layout.

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storyboard.

Question 18

 

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of

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frequency.

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exposure.

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reach.

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targeting.

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push.

Question 19

 

An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or

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an advertising agency.

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a group of media specialists.

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a group of multiskilled managers.

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a “special projects” group.

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freelance advertising consulta

Question 20

 

The cost per thousand (CPM) indicator shows

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the cost to expose 1,000 people to a television commercial.

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the cost to expose 1,000 people to a one-page magazine advertisement.

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the return on investment marketers get for their advertising dollar.

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the cost to expose a million people to any type of advertisement.

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how one media source compares to a different source for reaching target markets.

Question 21

 

A ____ is a gift to a retailer who purchases a specified quantity of merchandise.

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dealer loader

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premium

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dealer listing

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merchandise allowance

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count and recount

Question 22

 

The ____ stage of the personal selling process is when the salesperson asks the prospect to buy the product.

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proposal

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closing

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overcoming objections

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approach

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trial

Question 23

 

A major disadvantage of personal selling is that it

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is not remembered as well by consumers as advertising messages are.

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cannot easily adjust the message to satisfy a customer’s information needs.

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is very expensive per contact.

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does not provide immediate feedback.

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is not compatible with other promotional activities.

Question 24

 

Order-getting activities are divided into two categories:

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missionary sales and technical sales.

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current-customer sales and new-business sales.

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order takers and trade sales.

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current sales and support sales.

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inside order sales and field order sales.

Question 25

 

Customer density and distribution are important factors in

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prospecting.

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motivating salespeople.

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creating sales territories.

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compensating salespeople.

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establishing sales force objectives.

Question 26

 

In which of the following does the salesperson join with people from the firm’s financial, engineering, and other functional areas to engage in the personal selling process?

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Trade selling

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Missionary selling

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Relationship selling

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Team selling

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Technical selling

Question 27

 

The type of salesperson that usually requires training in physical science or engineering is the

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trade salesperson.

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missionary salesperson.

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technical salesperson.

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order taker.

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order getter.

Question 28

 

Company sales records, commercial databases, newspaper announcements, telephone directories, and public records are all sources used for

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surveying.

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screening.

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researching.

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preapproaching.

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prospecting

Question 29

 

Retail salespeople are classified as

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