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QUESTION 1
1. As Ted strolls through the city mall, a market researcher stops him and asks him to list
the brands of candy bars that come to his mind in the first 30 seconds. Ted is then given
a few advertising slogans and is asked to match them to their respective candy bar
brands. In this scenario, which of the following is being used by the market researcher
to evaluate specific advertising effectiveness?
Theater test
Attitude
Opinion test
Awareness
2 points
QUESTION 2
1. Marketers who are aware that consistent investment spending is a key factor in
advertising are:
less likely to raid their advertising budgets to increase earnings.
less likely to invest in advertising than discounting.
more likely to cut advertising budgets to fund price promotions.
more likely to view advertising as a discretionary cost.
2 points
QUESTION 3
1. The per-unit expenditure method of determining advertising budgets is best exemplified
by:
a television manufacturer spending a fixed monetary amount on advertising for
each unit of the product expected to be sold.
a grocer using the availability of current revenues to set the upper limit of the
advertising budget.
the manager of a clothing company estimating the advertising budget on the basis
of research findings.
the manager of an automobile manufacturing company taking a percentage figure
and applying it to either past or future sales.
2 points
QUESTION 4
1. Kinglinks, a cereal manufacturer, wants to promote its new line of protein bars to its
target customers using a nonpersonal form of communication. Kinglinks is least likely to
rely on ________ as a means of communication.
advertising
direct marketing
sales promotion
public relations
2 points
QUESTION 5
1. Identify a true statement about the per-unit expenditure method of determining
advertising budget.
It attempts to determine the retail price by using production costs as a base.
It sets the advertising budget as a predetermined share of profits or financial
resources.
It involves arguing for and presenting the advertising budget on the basis of
research findings.
It bases its advertising budgets on those of competitors or other members of the
industry.
2 points
QUESTION 6
1. Retailers support manufacturers by:
discouraging personal selling.
featuring brands in their ads to attract buyers.
distributing coupons to them.
raising the prices of the manufacturers' products.
2 points
QUESTION 7
1. The number of different targeted audience members exposed at least once to an
advertiser's message within a predetermined time frame is known as:
depth.
reach.
average frequency.
width.
2 points
QUESTION 8
1. Marketers who seek to accomplish the strategic goals of marketing communications
are:
less likely to support efforts to create value for existing customers.
more likely to use modern technology to stay close to their customers and identify
prospects.
less likely to build a relationship with an organization's channel members.
more likely to attract new customers than retain existing customers.
2 points
QUESTION 9
1. In order to forecast the sales for a marketing management textbook in his geographic
vicinity, Lauren, a bookstore owner, decides to use the time-series analysis of sales
forecasting. In this case, which of the following is Lauren most likely to do?
Analyze past sales data and the impact of factors that influence sales like seasonal
variations.
Measure the relationship between the dependent variable and one or more
independent variables.
Combine and average the views of top management representing marketing,
production, finance, purchasing, and administration.
Request his sales personnel to submit estimates of the future sales in their
territories.
2 points
QUESTION 10
1. In the context of personal selling, which of the following is an objective that a
salesperson should ensure is met in an after-sale service?
Providing reassurance of the superiority of a product or service through
demonstrable actions
Maximizing the number of sales as a percent of presentations
Clearly distinguishing attributes of a firm's products or services from those of
competitors
Selling additional or complementary items to repeat customers
2 points
QUESTION 11
1. In the context of personal selling, identify a true statement about salespeople.
They act as intermediaries between product providers and buyers.
They dispense knowledge about products to manufacturers.
They design and develop improved products for buyers.
They act as a source of marketing intelligence for buyers.
2 points
QUESTION 12
1. Since it can cost five times as much to acquire a new customer than to service an
existing one, it is important for salespersons to:
generate as many leads as possible through cold calling.
implement the endless chain approach.
build and maintain long-term relationships.
exclusively focus on maximizing profits.
2 points
QUESTION 13
1. Ariston Inc. manufactures a wide range of personal care products. Its method of sales
forecasting involves conducting detailed surveys of retailers who stock the company's
products toward the end of a fiscal year. The aim of this survey is to estimate the
quantity of Ariston's products the retailers are likely to order in the next fiscal year.
Which of the following approaches of sales forecasting is Ariston using?
Sales forecast composite method
Time-series analysis
Customer expectations method
Jury of executive opinion method
2 points
QUESTION 14
1. The qualifying process where a salesperson must determine whether a prospect is a
true prospect is known as ________.
networking
canvassing
spotting
screening
2 points
