Question<\/p>\n
A(n) __________ is a set of symbols that the sender transmits.<\/p>\n
encoder<\/p>\n
feedback loop<\/p>\n
message<\/p>\n
media<\/p>\n
decoder <\/p>\n
Question 2. Question :<\/p>\n
An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) __________ appeal.<\/p>\n
rational<\/p>\n
structural<\/p>\n
emotional<\/p>\n
moral<\/p>\n
standard<\/p>\n
Question 3. Question :<\/p>\n
Display media includes __________.<\/p>\n
newspapers<\/p>\n
magazines<\/p>\n
television<\/p>\n
company websites<\/p>\n
billboards <\/p>\n
Question 4. Question :<\/p>\n
__________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.<\/p>\n
Differentiated marketing<\/p>\n
Public relations<\/p>\n
Direct marketing<\/p>\n
Sales promotion<\/p>\n
Personal selling <\/p>\n
Question 5. Question :<\/p>\n
HP’s advertising agency assembles words and illustrations into an advertisement that conveys the company’s intended brand message. In the context of the communication process, HP is __________.<\/p>\n
messaging<\/p>\n
encoding<\/p>\n
sending<\/p>\n
decoding<\/p>\n
responding <\/p>\n
Question 6. Question :<\/p>\n
Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the __________ function of public relations.<\/p>\n
press relations<\/p>\n
product publicity<\/p>\n
investor relations<\/p>\n
lobbying<\/p>\n
development <\/p>\n
Question 7. Question :<\/p>\n
Which of the following is true about the customer sales force structure?<\/p>\n
Customer sales force structure is a combination of territorial sales force structure and product sales force structure.<\/p>\n
Each salesperson is assigned to an exclusive geographic area and sells the company’s full line of products or services to all customers in that territory.<\/p>\n
Salespersons specialize in only a particular product line as the company produces numerous and complex products.<\/p>\n
Companies using customer sales force structure tend to ignore the importance of long-term relationship building with customers.<\/p>\n
Separate sales forces are set up for different industries, serving current customers versus finding new ones, and serving major accounts versus regular accounts.<\/p>\n
Question 8. Question :<\/p>\n
Which of the following statements is most likely true about radio as an advertising medium?<\/p>\n
Radio advertising is typically quite expensive.<\/p>\n
Radio ensures good attention from the target audience.<\/p>\n
Radio offers very low audience selectivity.<\/p>\n
Radio prohibits the use of segmentation strategies.<\/p>\n
Radio advertising is characterized by good local acceptance. <\/p>\n
Question 9. Question :<\/p>\n
Which of the following is a disadvantage of using direct mail as an advertising medium?<\/p>\n
IN Low audience selectivity<\/p>\n
No flexibility<\/p>\n
Severe ad competition<\/p>\n
Relatively high cost per exposure<\/p>\n
Lack of personalization <\/p>\n
Question 10. Question :<\/p>\n
A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of __________.<\/p>\n
broadcasting<\/p>\n
buzz marketing<\/p>\n
narrowcasting<\/p>\n
media multitasking<\/p>\n
personal selling <\/p>\n
Question 11. Question :<\/p>\n
Monty Boyd, an account manager, travels frequently on West Coast Airlines. Monty earns points for every mile he flies, and he will soon have enough points to receive a free airline ticket. West Coast Airlines is attempting to build a strong customer relationship with Monty through a __________.<\/p>\n
trade promotion<\/p>\n
promotional product<\/p>\n
rebate offer<\/p>\n
point-of-purchase promotion<\/p>\n
frequency marketing program <\/p>\n
Question 12. Question :<\/p>\n
Which of the following questions would help a marketer evaluate the return on a sales promotion investment?<\/p>\n
Was the sales force successful in filtering out the good prospects from the poor ones?<\/p>\n
Did customers enjoy the events associated with the promotion?<\/p>\n
Did customers receive high-quality promotional products?<\/p>\n
Did the promotion attract new customers or more purchasing from current customers?<\/p>\n
Were channel intermediaries effectively positioned to ensure a seamless supply of products? (Page Ref: 488)<\/p>\n
Question 13. Question :<\/p>\n
Which of the following is a potential drawback of using web-based technologies for making sales presentations and servicing accounts?<\/p>\n
Web-based technologies lower the overall efficiency of salespeople.<\/p>\n
The cost of the technology outweighs the advantages gained through eliminating travel.<\/p>\n
Web-based technologies can intimidate salespeople or clients who are unfamiliar with them.<\/p>\n
Salespeople who use web-based technologies tend to be less attentive to customer needs.<\/p>\n
Online selling usually takes more time than direct selling. <\/p>\n
Question 14. Question :<\/p>\n
Which of the following best explains why companies are adopting the team selling approach to service large, complex accounts?<\/p>\n
Products have become too complicated for one salesperson to handle a large company’s needs.<\/p>\n
Customers prefer dealing with many salespeople rather than one sales representative.<\/p>\n
Job rotation, an integral part of team selling, keeps workers motivated and boosts their morale.<\/p>\n
Team selling facilitates the evaluation of individual contributions.<\/p>\n
With team selling, companies are not required to train the outside sales force any longer. <\/p>\n
Question 15. Question :<\/p>\n
A five-foot-high cardboard display of Terry the polar bear, mascot of Terry’s protein shake, next to the shelf containing Terry’s products in a supermarket, is an example of a(n) __________.<\/p>\n
sample<\/p>\n
point-of-purchase promotion<\/p>\n
business promotion<\/p>\n
IN advertising specialty<\/p>\n
rebate <\/p>\n
Question 16. Question :<\/p>\n
All of the following are forms of direct marketing EXCEPT __________.<\/p>\n
personal selling<\/p>\n
point-of-purchase promotion<\/p>\n
telemarketing<\/p>\n
direct-mail marketing<\/p>\n
kiosk marketing <\/p>\n
Question 17. Question :<\/p>\n
Which of the following terms refers to a 30-minute television advertising program that markets a single product?<\/p>\n
Social media<\/p>\n
Digital catalog<\/p>\n
Telemarketing<\/p>\n
Blog<\/p>\n
Infomercial<\/p>\n
Question 18. Question :<\/p>\n
Florian Fasteners recently introduced a new line of products. In order to promote its product, it sent samples to the addresses of a few select customers. Which of the following types of marketing is evident from this example?<\/p>\n
Direct-mail marketing<\/p>\n
Telephone marketing<\/p>\n
Direct-response TV marketing<\/p>\n
Mobile marketing<\/p>\n
Kiosk marketing <\/p>\n
Question 19. Question :<\/p>\n
How has do-not-call legislation helped direct marketers?<\/p>\n
Marketers are compensated by the Federal Trade Commission for lost sales caused by the laws.<\/p>\n
Direct marketers have outsourced their activities to firms that are exempt from such laws.<\/p>\n
Direct marketers have developed kiosks as an alternative to telemarketing.<\/p>\n
Telemarketers are allowed to call customers for a small fee.<\/p>\n
Telemarketers have developed opt-in calling systems. <\/p>\n
Question 20. Question :<\/p>\n
Green Gardens is a click-and-mortar company that sells gardening and landscaping goods and equipment. When customers are unable to find a product they need on the shelves of their local Green Gardens store, customers order the product online with the help of the in-store ordering machine. Which of the following best describes the ordering machine?<\/p>\n
Kiosk<\/p>\n
IN Digital catalog<\/p>\n
Podcast<\/p>\n
Tablet<\/p>\n","protected":false},"excerpt":{"rendered":"
Question A(n) __________ is a set of symbols that the sender transmits. encoder feedback loop message media decoder Question 2. Question : An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called Read More …<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-50881","post","type-post","status-publish","format-standard","hentry"],"_links":{"self":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/50881","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/comments?post=50881"}],"version-history":[{"count":0,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/50881\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/media?parent=50881"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/categories?post=50881"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/tags?post=50881"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}