198. Neighborhood shopping centers often promote the center and the tenants as a group.
a. True
b. False
199. Public warehouses will hold and issue receipts for goods used as collateral for borrowed funds.
a. True
b. False
200. A transportation firm whose services are available to all shippers is a common carrier.
a. True
b. False
201. A transportation firm that is available for hire by one or several shippers is a private carrier.
a. True
b. False
202. In terms of total freight carried, trucks are the most important of transportation.
a. True
b. False
203. Railroad and truck carriers team up to provide a form of transportation called camelback.
a. True
b. False
204. The fastest but most expensive means of transportation is by air.
a. True
b. False
205. Maria’s Flower Emporium specializes in growing delicate plants for wealthy consumers around the world. Because
of the fragile nature of the products, they need to spend as little time as possible in transit. Maria should use trucks
to transport her products.
a. True
b. False
206. Communication that is intended to inform, persuade, or remind an organization’s target markets about the
organization and its products is called promotion.
a. True
b. False
207. A promotion mix can be defined as communication about an organization and its products that is intended to
inform, persuade, or remind target-market members.
a. True
b. False
208. The makeup of a promotion mix depends on many factors, including a firm’s promotional resources and objectives,
the target market, the product characteristics, and the feasibility of various promotional methods.
a. True
b. False
209. A firm with a limited budget for promotion will probably rely on advertising because personal selling is so expensive.
a. True
b. False
210. The combination of promotion methods that a firm uses to reach a target market is called advertising.
a. True
b. False
211. Advertising is a paid nonpersonal message communicated to a select audience through a mass medium.
a. True
b. False
212. Advertising may be broadly classified into three groups: selective-demand, institutional, and primary-demand.
a. True
b. False
213. A television commercial describing why Sure antiperspirant works better than Right Guard antiperspirant is an
example of primary–demand advertising.
a. True
b. False
214. Selective-demand advertising is advertising designed to enhance a firm’s image or reputation.
a. True
b. False
215. Most local firms use immediate-response advertising.
a. True
b. False
216. Institutional advertising is by far the most common type of advertising and receives the largest share of advertising
expenditures.
a. True
b. False
217. Determining the location and demographics of people in the advertising target, the content of the message, and the
characteristics of the audiences reached by various media is done when creating the advertising message.
a. True
b. False
218. Advertising appropriation should be based on the historical average of the company‘s advertising expenditure.
a. True
b. False
219. Newspapers, magazines, television, radio, and direct mail are all examples of advertising media.
a. True
b. False
220. A primary benefit of magazine advertising is the advertisement’s life span.
a. True
b. False
221. Radio advertising is the most expensive advertising medium.
a. True
b. False
222. The major arguments against advertising are that it is wasteful and that it can be deceptive.
a. True
b. False
223. Personal selling in support of the sales efforts of other intermediaries is called creative selling.
a. True
b. False
224. Order takers handle repeat sales in ways that maintain positive relationships with customers.
a. True
b. False
225. Missionary selling consists of processing the purchases of customers who have essentially decided what they wish
to buy.
a. True
b. False
226. Coupons are sent to consumers by direct mail.
a. True
b. False
227. A frequent-user incentive is a gift that a producer offers a customer in return for using its product.
a. True
b. False
228. A punchcard that an ice cream store punches for each ice cream purchase and allows one free cone after five
purchases is an example of a premium.
a. True
b. False
229. Publicity is a free package or container of a product sent to consumers in the mail.
a. True
b. False
230. The objectives of public relations are to create and maintain a favorable public image.
a. True
b. False
231. A feature article is a type of publicity that is generally one typed page of about three hundred words.
a. True
b. False