Marketing Chapters 15-18

Which of the following statements is a difference between paid media and earned media? Select one: a. Paid media uses media coverage through word of mouth, whereas earned media uses display advertising on websites for promotion. b. Paid media is created when people talk and share content on social media, whereas earned media includes radio or newspaper advertising. c. Paid media gets people to talk about the brand, whereas earned media requires a brand to purchase media space. d. Paid media is based on the traditional advertising model, whereas earned media is based on a publicity or public relations model.

Which of the following statements is true of sales promotion? Select one: a. It includes a planned presentation to one or more prospective buyers for the purpose of making a sale. b. It includes experiential marketing whereby marketers create events that enable customers to connect with brands. c. It consists of impersonal, one-way mass communication about a product or organization that is paid for by a marketer. d. It includes public information about a company, product, service, or issue appearing in the mass media as a news item.

Which of the following statements is true of buying decisions? Select one: a. Consumers are not involved in complex buying decisions. b. The type of buying decision does not affect the promotional mix of an organization. c. Personal selling is most effective in helping consumers in routine decisions. d. Print advertising may be used for high-involvement purchase decisions.

Which of the following statements is a characteristic of social media? Select one: a. They position information as strictly entertaining and less valuable. b. They rely on repetition of the message during promotions. c. They have a very low cost per contact. d. They can find customers that are hard to locate.

Wild Plus, a television channel dedicated to wildlife, wanted to promote its new wildlife adventure series. The series was given wide coverage in newspapers and on television after the channel promoted it, which created awareness about Wild Plus and led to a large viewership. In this case, Wild Plus engaged in: Select one: a. public relations. b. advertising. c. sales promotion. d. personal selling.

The _____ is a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with a promotional message. Select one: a. BCG matrix b. IMC model c. SWOT matrix d. AIDA concept

Advent Automobiles Inc. has launched a new sport utility vehicle (SUV). It develops a marketing message and places advertisements in the leading newspapers and on social media sites to inform consumers about the new SUV and its various features. In the context of the communication process, Advent Automobiles is the _____. Select one: a. consumer b. receiver c. decoder d. sender

Advertising is increased as a product enters the decline stage of its life cycle. Select one: True False

Which of the following statements is true of personal selling? Select one: a. It is increasingly focused on customer loyalty. b. It is increasingly dependent on the Internet. c. It focuses on creating a win-lose outcome with the buyer. d. It attempts to create a long-term relationship with the buyer.

In the _____ of the product life cycle, the promotional strategy is to emphasize the product's differential advantage over the competition. Select one: a. introduction stage b. growth stage c. decline stage d. maturity stage

Which of the following statements is a characteristic of sales promotion? Select one: a. It uses personal selling, advertising, and public relations. b. It is allotted less marketing money than advertising. c. It complements advertising by yielding faster sales responses. d. It is a long-run tool used by marketers.

Bag TV, a commercial television broadcast network, uses billboards, television, magazines, and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows. Bag TV uses _____ to promote its television programs. Select one: a. interpersonal communication b. intergroup communication c. intrapersonal communication d. mass communication

Which of the following statements is the objective of public relations? Select one: a. To create the promotional mix for an organization b. To educate the public about a company's goals and objectives c. To facilitate consumer empowerment d. To receive direct feedback from customers

Threads Inc., an apparel manufacturer, employs personal selling to market goods. Its employees handcraft products that are then marketed by a professional team. In this case, which of the following strategies should be adopted by Threads Inc.? Select one: a. It should refrain from advertising and public relations. b. It should make planned presentations to prospective buyers. c. It should refrain from educating the public about the company's objectives. d. It should generate large amounts of publicity quickly.

_____ refers to communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Select one: a. Production b. Upselling c. Encoding d. Promotion

Doodle Inc., a renowned interior design services company, tries to increase its customer base through increased web presence. It regularly posts its interior decorations on its website, and its followers can review the designs, suggest changes, and recommend the company to their friends. This results in electronic word-of-mouth advertising. Doodle uses social media as _____. Select one: a. owned media b. free media c. paid media d. earned media

A _____ requires a manufacturer to focus its promotional efforts on end consumers or opinion leaders. Select one: a. pull strategy b. print marketing strategy c. push strategy d. service strategy

Sales promotion's greatest strength is in creating strong desire and purchase intent. Select one: True False

Which of the following statements is true of persuasive promotion? Select one: a. It is used to keep the product and brand name in the public's mind. b. It is designed to stimulate a purchase or an action. c. It seeks to convert an existing need into a want or to stimulate interest in a new product. d. It seeks to form relationships with customers and potential customers through technological ties.

Personal selling is not required when buyers are well informed and geographically dispersed. Select one: True False

Understanding the advertising response function helps marketers: Select one: a. invest a large amount of money on advertising and promotion. b. use their advertising budgets wisely to suit the target market. c. achieve consumer loyalty regardless of the quality of the product or service. d. multiply returns by constantly increasing the money spent on advertising.

Duski, a very expensive brand of clothing and accessories, promotes its products by appointing famous personalities as its brand ambassador. Given this information, which of the following advertising appeals is used by Duski? Select one: a. Admiration b. Health c. Fear d. Convenience

Which of the following is a difference between pioneering advertising and competitive advertising? Select one: a. Pioneering advertising compares competing brands, whereas competitive advertising is intended to stimulate primary demand for a new product. b. Pioneering advertising is used to promote a company's image, whereas competitive advertising is used to manage customer criticisms. c. Pioneering advertising is a form of institutional advertising, whereas competitive advertising is a form of advocacy advertising. d. Pioneering advertising is used during a product's introductory stage, whereas competitive advertising is used during a product's growth stage.

Which of the following statements is true of executional styles for advertising? Select one: a. Advertisers seldom use humor as an executional style for routine purchases. b. Injecting humor into an advertisement is the least effective executional style. c. It often dictates what type of media is to be employed to convey the message. d. It remains constant for marketing campaigns in the political realm.

If an advertiser wants to enhance the sales of a specific good or service, institutional advertising should be used. Select one: True False

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods. Select one: True False

Kriyoto Inc. is a manufacturer of printers, scanners, and other office equipment. It announces a cash refund for corporate purchases in large quantities. Rick purchases 20 color printers for his office from Kriyoto during this sale. To avail the cash refund, he needs to fill out a form provided by Kriyoto and email proof of purchase along with the form. In this case, which of the following types of sales promotions does Kriyoto offer? Select one: a. Rebate b. Coupon c. Bonus d. Premium

Unlike magazine advertising, radio advertising: Select one: a. poses difficulty in communicating humor. b. has longer lead time. c. has long-term advertiser commitments. d. provides maximum flexibility

Identify a true statement about an advertising campaign. Select one: a. It does not use humor to promote a theme. b. It extends for a defined period of time. c. It cannot focus on more than one advertising appeal. d. It circumvents the need for post-campaign evaluation.

Unlike trade sales promotion methods, consumer sales promotion methods are: Select one: a. targeted at the ultimate consumer market. b. focused on persuading consumers to make slow purchases. c. concerned with offering free merchandise and store demonstrations. d. directed to members of the marketing channel.

An alternative to a commercial spot is _____, a thirty-minute or longer advertisement, which is relatively inexpensive to produce and air. Select one: a. a premium b. an infomercial c. sweepstakes d. a podcast

Magnira Corp., a manufacturer of hygiene and personal care products, launches a new toothpaste "Tidy" that claims to be more effective in maintaining oral hygiene than other brands. The advertisements of Tidy provide valid research information. Which executional style of advertising does Magnira use? Select one: a. Scientific b. Slice-of-life c. Mood or image d. Spokesperson

_____ is a form of advertising designed to influence demand for a specific brand. Select one: a. Competitive advertising b. Institutional advertising c. Advocacy advertising d. Pioneering advertising

_____ is the element in the promotional mix that evaluates the public's attitudes, identifies issues that may elicit their concern, and executes programs to gain their understanding and acceptance. Select one: a. Personal selling b. Sales promotion c. Public relations d. Cooperative advertising

Kelly's Kitchen, a popular chain of fast food restaurants, offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack. In this case, which of the following types of sales promotions does Kelly's Kitchen offer? Select one: a. Rebate b. Push money c. Trade allowance d. Premium

In infomercials, companies put ad messages in web-based, mobile, console, or handheld video games to advertise or promote a product, service, organization, or issue. Select one: True False

_____ is the number of times an individual is exposed to a given message during a specific period. Select one: a. Contact b. Reach c. Frequency d. Life span

Which of the following is a similarity between trade sales promotion and consumer sales promotion? Select one: a. Both are directed to members of the marketing channel, such as wholesalers and retailers. b. Both aim to increase sales by using point-of-purchase display. c. Both aim to segment a market based on its characteristics. d. Both focus on providing incentives to consumers or wholesalers to make an immediate purchase.

Pioneering advertising is heavily used during the _____ of the product life cycle. Select one: a. formative stage b. growth stage c. conception stage d. introductory stage

People who buy a competitor's product most or all of the time are price buyers. Select one: True False

Which of the following statements is a characteristic of negotiation? Select one: a. Effective negotiators use price as a negotiation tool. b. Giving in to price negotiations too quickly increases the value of the product. c. It is a formal meeting in which the salesperson has the opportunity to present the sales proposal. d. It plays an important role in the closing of the sale.

Kay and Jenny's, a restaurant, implements a new system that identifies and gathers information about its regular customers. It rewards these customers by giving them gift coupons and cash prizes. This is most likely an example of _____. Select one: a. organizational optimization b. customer relationship management c. total quality management d. profit maximization

A sales manager's only job is to maximize sales at a reasonable cost while also maximizing profits. Select one: True False

Relationship selling is more often used in selling situations for consumer goods. Select one: True False

Glenda, a sales representative for Revo Appliances Inc., had to deliver a presentation on her company's latest offering: an innovative food processor. Her target clients were senior managers and chefs from a reputed restaurant. After her presentation, Glenda faced tough objections from her clients who were skeptical about the product's necessity and usefulness. As a good salesperson, how should Glenda respond to this situation? Select one: a. She must offer a steep introductory discount and increase the price later. b. She must consider the objections as a legitimate part of the purchase decision. c. She must suggest to her company the use of testimonials as a sales strategy rather than personal selling. d. She must ignore the specifications of the product's competing products.

Which of the following statements is true of prequalification systems? Select one: a. They determine a customer's specific needs and wants and the range of options the customer has for satisfying them. b. They free sales representatives from the time-consuming task of following up on leads to determine need, buying power, and receptiveness. c. They describe the ''homework'' that must be done by a salesperson before contacting the prospect. d. They use friends, business contacts, coworkers, acquaintances, and fellow members in professional and civic organizations to identify potential clients.

Fournotts Corp., an electronic equipment manufacturer, collects data about its customers through customer interactions. On the basis of the data, the firm customizes its products and services according to the needs of the appropriate customer segments. This is an example of effective _____. Select one: a. campaign management b. lead qualification c. transaction management d. lead generation

Point-of-sale interaction is a touch point in stores or information kiosks that uses software to enable customers to easily provide information about themselves without feeling violated. Select one: True False

Which of the following makes it necessary for salespeople to conduct a thorough and continued follow-up with the clients? Select one: a. Buyers are more inclined to look for the best deal when they experience good post-sale follow-up. b. Conducting post-sales follow-up gives rise to cognitive dissonance. c. In present times, customers are more loyal toward brands and vendors now than before. d. Most businesses depend on repeat sales, which depend on follow-up by the salesperson.

Which of the following is a combination of sales automation and Internet technology that some marketers are using in an effort to enhance customer satisfaction and bring in more business? Select one: a. The attribution model b. Geolocation home automation c. Automated e-mail follow-up marketing d. The preapproach model

_____ is the ultimate goal of a new trend in marketing that focuses on understanding consumers as individuals instead of as part of a group. Select one: a. Customer relationship management b. Organizational optimization c. Total quality management d. Profit maximization

In the selling process, which of the following statements is true of developing and proposing solutions? Select one: a. The immediate step after presenting the sales proposal is the final purchase transaction. b. It is better to depend on a formal presentation than on a salesperson's ability to handle customer objections. c. Often, customers are more likely to remember what salespeople say than how they present themselves. d. The quality of both the sales proposal and the presentation can make or break the sale.

A sales manager at Guilden Corporation, a manufacturer of consumer durable goods, instructed his new salesperson, Rita, to sell five flat screen televisions per week. He informed her that, in addition to this, she was also expected to identify ten potential customers. These instructions given to Rita are referred to as _____. Select one: a. touch points b. sales leads c. referrals d. quotas

Which of the following is part of defining the sales goal of a company? Select one: a. Evaluating the sales force b. Assigning quotas to salespeople c. Designing the sales force structure d. Training new salespeople

Salespeople selling in foreign markets should tailor their presentations and closing styles to each market. Select one: True False

Which of the following statements is true of traditional selling? Select one: a. High emphasis is placed on matching customers' needs and wants to the benefits of the product. b. Minimal effort is placed on asking questions to identify customer needs. c. It allows ample time for a detailed follow-up with customers after a sale. d. It results in more win-win transactions for salespeople than relationship selling.

Identify a true statement about sales force training. Select one: a. It cannot occur during sales meetings, annual meetings, or during the course of everyday business. b. Training does not take place in the field or by using online modules. c. It is done by giving compensation to employees. d. Conducting job training in the field via a live sales call provides real world experience for a trainee.

In the selling process, which of the following is true of the needs assessment of prospective clients by salespeople? Select one: a. It requires the salesperson be aware of regulation and legislation that affect the industry. b. It does not give a comprehensive result for instances where relationship selling is used. c. It should be carried out when the salesperson is developing the sales proposal. d. It ignores the impact of competition on the demand of the product being sold.

Unlike consumer-focused salespeople, business-focused salespeople: Select one: a. do not travel to customer locations. b. require customers to come directly to a retail store. c. shorten the sales process time. d. call on other companies to sell their products.

Which of the following statements is true of networking? Select one: a. It refers to using friends, business contacts, coworkers, acquaintances, and fellow members in professional and civic organizations to identify potential clients. b. It refers to a process in which a salesperson approaches potential buyers without any prior knowledge of the prospects' needs or financial status. c. It refers to determining a customer's specific needs and wants and the range of options the customer has for satisfying them. d. It refers to a process that describes the ''homework'' that must be done by a salesperson before he or she contacts a prospect.

Which of the following processes is used in social media monitoring? Select one: a. Sentiment analysis b. Brandjacking c. Personal selling d. Crowdsourcing

According to Charlene Li and Josh Bernoff of Forrester Research, _____ are those who read blogs, listen to podcasts, watch videos, and generally consume media. Select one: a. critics b. inactives c. conversationalists d. spectators

Buzz, a social media metric, is based on: Select one: a. media mentions, influences of bloggers reached, influences of customers reached, and second-degree reach based on social graphs. b. posts and impressions, by social channel, by stage in the purchase channel, by season, and by time of day. c. the number of likes, fans, followers, and friends; growth rates; rate of virality or pass along; and change in pass along over time. d. the number of comments, ratings, social bookmarks, subscriptions, page views, uploads, downloads, embeds, retweets, Facebook posts, pins, and time spent with social media platform.

Short message service (SMS) is different from multimedia messaging service (MMS) in that: Select one: a. SMS does not allow the attachment of images, videos, and ringtones to text messages, whereas MMS does. b. SMS is designed specifically for viewing pictures and navigation on mobile devices, whereas MMS does not have such features. c. SMS allows 960-character text messages, whereas MMS allows 160-character text messages. d. SMS does not require the Internet, whereas MMS requires the Internet to function.

Magnira Corp. is an organization that manufactures clothing for women. It uses Facebook to promote its products. Given this information, which of the following is true of Magnira Corp.? Select one: a. It is restricted from communicating directly with stakeholders due to risks of hacking. b. Its pages are subject to search engine indexing. c. It should not disclose the prices of its products and services to the public. d. Its pages are displayed in the form of individual profiles.

_____ are websites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services. Select one: a. Location-based social networking sites b. Review sites c. Social bookmarking sites d. Search sites

_____ are independent and not associated with the marketing efforts of any particular company or brand. Select one: a. Noncorporate blogs b. Social media campaigns c. Social networking sites d. Marketing communications

Social bookmarking sites differ from social news sites in that: Select one: a. the objective of their users is to collect, save, and share interesting and valuable links. b. they allow consumers to use them as location-based social networking sites. c. they allow users to edit the stories to ensure that the information posted is accurate. d. users can decide the content they want to promote on a given website by voting.

_____, a social media metric, indicates the number of likes, fans, followers, and friends; growth rates; rate of virality or pass along; and change in pass along over time. Select one: a. Interest b. Influence c. Buzz d. Participation

Which of the following statements is true of social commerce? Select one: a. It does not offer consumers the scope to make informed decisions on purchases and services. b. Marketers are often in control of the message, the medium, and the response. c. Marketers cannot customize their products as per the needs of specific groups of consumers. d. It relies on user-generated content on websites to assist consumers with purchases.

According to Charlene Li and Josh Bernoff of Forrester Research, which of following categories of social media users posts comments, ratings, and reviews of products and services on blogs and forums? Select one: a. Critics b. Joiners c. Inactives d. Spectators

Monette has posted over 100 book reviews on discussion forums. She also frequently reviews products and services and posts her reviews on local restaurants on review sites. As a social media user, Monette would best be characterized as a _____. Select one: a. collector b. critic c. spectator d. joiner

In an interactive space, earned media include: Select one: a. paid search words. b. purchased advertisements. c. viral videos. d. display advertising.

Wennel Inc., a fashion designing company, organizes an online contest. Participants need to design outfits for women. The designs are to be posted on a social media website where members can vote and provide feedback. Based on the votes, Wennel Inc. would announce the winner and also offer a job at its firm. In this scenario, Wennel Inc. is involved in _____. Select one: a. tagging b. blogging c. crowdsourcing d. brandjacking

Which of the following statements is true of crowdsourcing? Select one: a. It describes how the input of many people can be leveraged to make decisions that used to be based on the input of only a few people. b. It describes how the level of buzz created for a product can be used as a measurable parameter for determining the product's effectiveness. c. It describes various criteria to choose a suitable method to promote a product or a service. d. It describes the factors that lead to consumers buying a product.

Which of the following statements is true of advertising in social media? Select one: a. Social media marketing is popular because it is free of cost. b. Social media marketing is less effective for services than products. c. Social media lacks the effectiveness of word of mouth advertising. d. Social media mostly focus on deepening relationships with customers.

LinkedIn is designed to be multimedia-rich rather than information-rich. Select one: True False

Corporate blogs are easy to maintain because they do not require in-depth writing or monitoring of comments. Select one: True False

Review sites lack the scope for two-way interaction between marketers and consumers. Select one: True False

Which of the following implications does social media pose on marketers? Select one: a. Marketers must realize that it is enough for them to have a great ad campaign on social media for successful promotion. b. Marketers must understand that word of mouth spreads slowly on social media sites. c. Marketers must understand that social media lacks methods to measure the interaction between marketers and customers. d. Marketers must realize that they often do not control the content on social media sites.