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1) Which of the following is at the base of the GfK International purchase funnel that is
used as a diagnostic model of consumer decision making?
A.Awareness
B.Purchase
C.Familiarity
D.Consideration
E.Imagery
2) Which type of sales personnel would most likely be handling sales situations
involving straight rebuy?
A.Missionary sales representative
B.Order taker
C.Problem solver
D.Creative seller
E.Prospector
3) Jared hears a radio commercial for a weight-loss program that claims significant
results in 30 days through the use of hypnosis. Jared thinks to himself, "This sounds
promising. I think I should give it a try." This thought would be an example of a(n):
A.positive source derogation.
B.rebuttal.
C.counterargument.
D.support argument.
E.ad executive thought.
4) Which of the following characteristics of personal selling can be both advantageous
and disadvantageous?
A.Ability to personalize the sales message
B.Lack of distraction
C.High sales costs
D.One-way interaction
E.Potential for direct feedback
5) According to the _____ model proposed by Michael Ray, learning from the mass
media occurs after a purchase is made.
A.low-involvement
B.standard learning
C.dissonance/attribution
D.cognitive response
E.elaboration likelihood
6) Which of the following is a limitation of sampling through the mail?
A.It can be used only by multiproduct firms.
B.It must always be used in combination with another sampling method.
C.It involves extensive postal restrictions.
D.It cannot be used for nonperishable products.
E.It can be used only for food samples.
7) Magazine rates are primarily a function of:
A.selectivity.
B.digital imaging.
C.selective binding.
D.circulation.
E.pass-along readership.
8) Daniel and Ronald were social researchers who monitored websites, lurked in chat
rooms, and hung out in cyber cafas and observed how Internet users act. The users they
observed considered the Internet a tool to augment traditional forms of communication.
Daniel and Ronald conducted _____ research.
A.e-marketing
B.ethnographic
C.neuromarketing
D.focus group
E.out-group
9) An advertisement for Pete's Peanut Butter centers on the perception that peanut butter
has a high fat content. It goes on to state that Pete's Peanut Butter is a rich source of
protein and fiber and also has a great taste. The ad closes by stating that Pete's Peanut
Butter contains less fat than most other peanut butter brands in the market. This is an
example of a:
A.confrontational appeal.
B.recency appeal.
C.nonverbal message.
D.refutational appeal.
E.one-sided message.
10) Which of the following is an example of a marketing factor that has been shown to
be important in determining advertising frequency levels?
A.Message uniqueness
B.Clutter
C.Purchase and usage cycles
D.Media scheduling
E.Message complexity
11) Dental Care, a dental hygiene products manufacturer, has come up with three types
of toothpastes for different segments-whitening toothpaste for individuals who buy for
aesthetic reasons, strawberry flavored toothpaste for those concerned with the taste, and
germ-control toothpaste for those looking to protect their teeth all day long. On what
basis has it segmented the market?
A.Demographic
B.Geographic
C.Socioeconomic
D.Benefit
E.Sociocultural
