49) Which advertising media offers the advantage of high audience selectivity?
A) online and social media
B) radio
C) direct mail
D) newspaper
E) television
50) Which advertising media offers the advantage of interactive capabilities?
A) online and social media
B) radio
C) direct mail
D) newspaper
E) television
51) Chen wants to opt for an advertising medium that is flexible and can create the feel of one-
to-one marketing. Which of the following advertising media is she likely to choose?
A) direct mail
B) newspapers
C) outdoor
D) magazines
E) radio
52) Newspapers are effective as an advertising medium because they ________.
A) are a highly credible medium
B) appeal to a younger audience
C) have a very personal message
D) appeal to multiple senses
E) have a long shelf life
53) Marcia was describing a humorous ad to her friend, who asked her what product it was for.
She said she didn’t know because there were so many ads on TV that she got them all mixed up.
This demonstrates the problem advertisers have with ________.
A) clutter
B) reach
C) frequency
D) impact
E) volume
54) ________ are a form of sales promotion to channel members.
A) Product samples
B) Multiple-purchase offers
C) Product placements
D) Trade shows
E) Loyalty programs
55) Which customer sales promotion refers to an instant price reduction at the point of sale,
available in print media, online, or in-store, that encourages customers to “buy now?”
A) loyalty program
B) rebate
C) contest or sweepstake
D) premium
E) coupon
56) ________ refer to a price reduction for purchase of a specific product during a specific time
period.
A) Loyalty programs
B) Rebates
C) Contests and sweepstakes
D) Premiums
E) Coupons
57) A car dealership receives a bonus from the manufacturer if it sells more hybrid cars than it
did the previous year. This is called ________.
A) a rebate
B) an allowance
C) a contest
D) a point-of-purchase payment
E) a commission
58) Gillette sends out a free razor to induce switching from an older model. This is an example
of using ________ as the sales promotion approach.
A) coupons
B) premiums
C) product sampling
D) comparative parity method
E) product placements
59) Apple products appeared in many films in 2016 and 2017. This demonstrates how Apple is
using ________ as a sales promotion approach.
A) product placements
B) premiums
C) loyalty programs
D) point-of-purchase materials
E) multiple-purchase offers
60) Centrum Vitamin’s offer to buy a bottle of 100 and get an extra mini-bottle of 20 free is an
example of using ________ a sales promotion approach.
A) product placements
B) premiums
C) loyalty programs
D) point-of-purchase materials
E) multiple-purchase offers
61) McDonald’s provides a free toy in every Happy Meal. This is an example of using ________
as a sales promotion approach.
A) product placements
B) premiums
C) loyalty programs
D) point-of-purchase materials
E) multiple-purchase offers
62) McDonald’s famous Monopoly game—the more you eat, the more you play (and vice
versa!)—is an example of using ________ as a sales promotion approach.
A) product placements
B) contests and sweepstakes
C) loyalty programs
D) point-of-purchase materials
E) multiple-purchase offers
63) When targeted to members of a channel on which a firm relies to sell a product, ________ is
an important element of a push strategy.
A) consumer advertising
B) public relations
C) personal selling
D) sales promotion
E) institutional advertising
64) Coca-Cola bottles placed on the desks of judges of the show American Idol is an example of
the sales promotion approach of ________.
A) rebates
B) product placements
C) product sampling
D) loyalty programs
E) premiums
65) “Buy 1, get 1 half price” is an example of the sales promotion approach of ________.
A) rebates
B) product placements
C) multiple-purchase offers
D) loyalty programs
E) premiums
66) When General Hospital was informed that a pile up on Highway 101 resulted in multiple
injuries, the staff was informed to expect new patients arriving by ambulance and they followed
standard procedure to prepare. This demonstrates ________.
A) direct marketing
B) advertising
C) interactive marketing
D) public relations
E) crisis management
67) What is one of the three core functions of public relations that are most closely aligned with
the role of a marketing manager?
A) developing new products for new market segments
B) serving as organizational spokesperson
C) handling investor relations
D) attaining funds for marketing campaigns
E) gaining product publicity and buzz
68) Which of the following is a distinct advantage of personal selling over the other marketing
communication methods?
A) ability to tailor the message
B) highly flexible
C) strategic relationship between company and customer
D) less time-consuming
E) highly cost effective
69) ________ is a distinct advantage that personal selling offers over other marketing
communications methods.
A) Low transactional costs
B) Strategic flexibility
C) Geographic flexibility
D) Personal knowledge management
E) Personal relationship with a customer
70) Which of the following activities best describes a salesperson’s job?
A) manage production of goods
B) devise marketing strategies
C) set prices
D) manage information
E) research on product development
71) ________ is a two-way communication process with the goal of securing, building, and
maintaining long-term relationships with profitable customers.
A) Sales promotion
B) Direct marketing
C) Personal selling
D) Publicity
E) Advertising
72) ________ is one of the three distinct advantages of personal selling.
A) Large variety of media
B) Immediate feedback
C) Low cost per exposure
D) Consistent message
E) Elimination of noise
73) ________ is an example of a nontechnology communication selling activity.
A) Enhancing language and overall communication skills
B) Identifying and targeting key customer accounts
C) Creating useful company web page content
D) Developing database management skills
E) Leaving voice-mail messages
74) Which of the following best reflects a technology-oriented communication selling activity?
A) developing effective presentation skills
B) following up after customer contact
C) developing time management skills
D) listening effectively
E) leaving voice-mail messages
75) The main difference between B2C and B2B markets is ________.
A) good interpersonal and communication skills are more important for B2C than for B2B.
B) B2B requires more supervision and performance evaluation than B2C.
C) services sold by B2B salespeople are more expensive and technically complex than those in
B2C.
D) B2B requires more knowledge of the products being sold than B2C.
E) B2C requires the ability to discover customer needs and solve their problems more than B2B.
76) ________ are those who are responsible for managing large accounts and are skilled in
developing complex solutions to a particular customer problem.
A) Technical sellers
B) Key account salespeople
C) Missionary salespeople
D) Trade servicers
E) Telemarketers