Question 1

Which of the following is a strength of personal selling?

Accepted Answer

A)  Personal selling can be very persuasive.
B)  Personal selling has low seller involvement.
C)  Personal selling can prepare messages quickly.
D)  Personal selling is an efficient means for reaching large numbers of people.
E)  Personal selling is often the most credible source in the consumer's mind.F) None of the above
G) D) and E)

Question 2

Which of the following describes a disadvantage associated with personal selling?

Accepted Answer

A)  Presentations often provide little opportunity for consumer feedback.
B)  Personal selling permits too much wasted coverage.
C)  There may be inconsistency in the presentation of the message from one salesperson to another.
D)  A salesperson cannot control to whom a presentation is made.
E)  Personal selling is subject to extensive federal,state,and company regulation.F) B) and D)
G) B) and C)

Question 3

Ford Motor Company provides support and incentives for its Ford and Lincoln dealers worldwide.Through a multilevel program,Ford provides incentives to reward dealers for meeting sales goals.Dealers receive an incentive when they are near a goal,another when they reach a goal,and a larger incentive if they exceed sales projections.All of these actions are intended to encourage dealers to ________ the Ford products through the channel to consumers.

Accepted Answer

A)  dump
B)  pull
C)  unload
D)  no haggle
E)  pushF) B) and C)
G) All of the above

Question 4

Which of the following statements about advertising is most accurate?

Accepted Answer

A)  Advertising can communicate specific product benefits to prospective buyers.
B)  Advertising offers limited control as to when and where an advertisement will appear.
C)  A key advantage of advertising is its ability to use customized interactions.
D)  Advertising can be a very effective attention-getter,especially for new products,but has little impact for repeat purchases.
E)  Advertising is one of the least costly forms of promotion because it reaches a mass market.F) All of the above
G) C) and D)

Question 5

Errors in communication can occur in several ways,including which of the following?

Accepted Answer

A)  A properly encoded message may be sent through the wrong channel and never make it to the receiver.
B)  In an attempt to be creative,the encoder creates a message with too much noise.
C)  The communications channel is not properly funded.
D)  The message is considered too ordinary because there is too broad a field of experience.
E)  There is no interest on the part of the receiver because the product itself is inadequate.F) C) and D)
G) B) and D)

Question 6

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix.How does the importance of advertising,personal selling,and sales promotion change as a consumer moves through stages of the decision process?

Accepted Answer

The importance of advertising,personal s...

Question 7

A message is conveyed by means of a ________ such as a salesperson,advertising media,or public relations tools.

Accepted Answer

A)  distribution network
B)  field of experience
C)  channel of communication
D)  direct feedback loop
E)  push strategyF) All of the above
G) B) and C)

Question 8

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as

Accepted Answer

A)  common ground.
B)  field of experience.
C)  precise abstraction.
D)  heuristics.
E)  back translation.F) C) and D)
G) B) and E)

Question 9

Which of the following is a strength of direct marketing?

Accepted Answer

A)  Direct marketing can be adapted quickly to facilitate customer relationships.
B)  Direct marketing is often the most credible source in the consumer's mind.
C)  Direct marketing can provide complex information.
D)  Direct marketing can quickly grow or maintain market share as needed.
E)  Direct marketing is a low-cost means of reaching the target market.F) B) and D)
G) None of the above

Question 10

Promotion represents one element in the marketing mix.Promotion consists of communication tools,including advertising,personal selling,sales promotion,public relations,and

Accepted Answer

A)  channels.
B)  merchandising.
C)  direct marketing.
D)  innovation.
E)  branding.F) None of the above
G) C) and D)

Question 11

"To inform" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)  early growth
B)  growth
C)  accelerated development
D)  maturity
E)  introductionF) A) and E)
G) A) and C)

Question 12

When employing a push strategy,a manufacturer

Accepted Answer

A)  advertises a great deal to its wholesalers,retailers,and ultimate consumers with the use of nationwide advertising campaigns.
B)  directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
C)  forces a retailer to promote its products by placing national ads in local newspapers.
D)  directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask the retailer for the product.
E)  directs retailers to promote one product over another to help balance fluctuations in inventory.F) A) and E)
G) A) and B)

Question 13

________ are the result of organizations' efforts to create profiles of customers so that direct marketing tools,such as e-mail and catalogs,can be directed at specific customers.

Accepted Answer

A)  Databases
B)  Direct order fulfillments
C)  Lead generations
D)  First-mover advantages
E)  Direct order consignmentsF) B) and E)
G) A) and B)

Question 14

With respect to a product's characteristics,complexity refers to

Accepted Answer

A)  the degree of service or support required after the sale.
B)  the assessment of financial risk,social risk,and physical risk.
C)  the number of component parts used in the construction of the original products: the more parts,the more complex the product.
D)  the number of distinct product attributes in terms of color,size,form,and function.
E)  the technical sophistication of the product and the amount of understanding required to use it.F) B) and D)
G) B) and E)

Question 15

Direct marketing refers to

Accepted Answer

A)  individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer.
B)  a promotional alternative that uses direct communication with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet.
C)  a new form of retail outlet with convenient locations.
D)  a sales strategy whereby the exchange takes place at the time of engagement,such as selling produce at a local farmer's market.
E)  a form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services.F) C) and D)
G) A) and C)

Question 16

"To remind" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)  early growth
B)  growth
C)  accelerated development
D)  maturity
E)  introductionF) B) and D)
G) C) and D)

Question 17

The practice of ________ is common among college students.

Accepted Answer

A)  media multitasking
B)  Internet addiction
C)  creating user-generated content for brands
D)  focused and extended attention
E)  receiving and responding to direct-response mobile callsF) C) and D)
G) A) and B)

Question 18

The popularity of social media sometimes leads to a new stage in the hierarchy of effects known as ________ where loyal consumers recommend brands they have adopted.

Accepted Answer

A)  evaluation
B)  advocacy
C)  preference
D)  interest
E)  repurchaseF) A) and B)
G) A) and E)

Question 19

All of the following were Taco Bell marketing tactics designed to appeal to its target market except which?

Accepted Answer

A)  revised its logo to be simpler
B)  advertised its use of antibiotic-free chicken and cage-free eggs
C)  partnered with Hilton to offer its tacos on the room service menu
D)  partnered with Sony for a Playstation VR giveaway
E)  collaborated with Airbnb to offer a free stay in a converted Taco BellF) A) and C)
G) C) and D)

Question 20

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Accepted Answer

A)  a break-even point.
B)  a promotion-to-sales ratio.
C)  ROI.
D)  a promotion-to-expenses ratio.
E)  an advertising-to-sales promotion ratio.F) C) and D)
G) B) and D)

Exam 17: Integrated Marketing Communications and Direct Marketing

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Correct Answer
verified

With respect to a product's characteristics,complexity refers to

Correct Answer
verified

The popularity of social media sometimes leads to a new stage in the hierarchy of effects known as ________ where loyal consumers recommend brands they have adopted.

Correct Answer
verified

________ are the result of organizations' efforts to create profiles of customers so that direct marketing tools,such as e-mail and catalogs,can be directed at specific customers.

Correct Answer
verified

Which of the following statements about advertising is most accurate?

Correct Answer
verified

Which of the following is a strength of personal selling?

Correct Answer
verified

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as

Correct Answer
verified

The practice of ________ is common among college students.

Correct Answer
verified

"To remind" is the promotional objective of which stage of the product life cycle?

Correct Answer
verified

Which of the following is a strength of direct marketing?

Correct Answer
verified

All of the following were Taco Bell marketing tactics designed to appeal to its target market except which?

Correct Answer
verified

Direct marketing refers to

Correct Answer
verified

A message is conveyed by means of a ________ such as a salesperson,advertising media,or public relations tools.

Correct Answer
verified

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix.How does the importance of advertising,personal selling,and sales promotion change as a consumer moves through stages of the decision process?

Correct Answer
verified
The importance of advertising,personal s...
View Answer

Errors in communication can occur in several ways,including which of the following?

Correct Answer
verified

"To inform" is the promotional objective of which stage of the product life cycle?

Correct Answer
verified

Promotion represents one element in the marketing mix.Promotion consists of communication tools,including advertising,personal selling,sales promotion,public relations,and

Correct Answer
verified

Correct Answer
verified

Which of the following describes a disadvantage associated with personal selling?

Correct Answer
verified

When employing a push strategy,a manufacturer

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Correct AnswerverifiedShow Answer

With respect to a product's characteristics,complexity refers to

Correct AnswerverifiedShow Answer

The popularity of social media sometimes leads to a new stage in the hierarchy of effects known as ________ where loyal consumers recommend brands they have adopted.

Correct AnswerverifiedShow Answer

________ are the result of organizations' efforts to create profiles of customers so that direct marketing tools,such as e-mail and catalogs,can be directed at specific customers.

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

Which of the following is a strength of personal selling?

Correct AnswerverifiedShow Answer

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as

Correct AnswerverifiedShow Answer

The practice of ________ is common among college students.

Correct AnswerverifiedShow Answer

"To remind" is the promotional objective of which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Which of the following is a strength of direct marketing?

Correct AnswerverifiedShow Answer

All of the following were Taco Bell marketing tactics designed to appeal to its target market except which?

Correct AnswerverifiedShow Answer

Direct marketing refers to

Correct AnswerverifiedShow Answer

A message is conveyed by means of a ________ such as a salesperson,advertising media,or public relations tools.

Correct AnswerverifiedShow Answer

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix.How does the importance of advertising,personal selling,and sales promotion change as a consumer moves through stages of the decision process?

Correct AnswerverifiedThe importance of advertising,personal s...View AnswerShow Answer

Errors in communication can occur in several ways,including which of the following?

Correct AnswerverifiedShow Answer

"To inform" is the promotional objective of which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Promotion represents one element in the marketing mix.Promotion consists of communication tools,including advertising,personal selling,sales promotion,public relations,and

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following describes a disadvantage associated with personal selling?

Correct AnswerverifiedShow Answer

When employing a push strategy,a manufacturer

Correct AnswerverifiedShow Answer

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The importance of advertising,personal s...
View Answer

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