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1) Which of the following is true of in-store couponing?
A.It is a highly expensive method of couponing.
B.It is typically distributed through checkout counters.
C.It is typically a long-term strategy used during the maturity stage.
D.It is also known as bond couponing.
E.It is also known as cross-ruff couponing.
2) Which of the following is a qualitative measure used to evaluate sales-related
activities of the sales force?
A.Product knowledge
B.Customer knowledge
C.Execution of selling techniques
D.Customer relations
E.Communication skills
3) _____ is a medium that uses the Internet to distribute audio or video files for
downloading into iPads and other portable devices.
A.Paid search
B.Interstitial
C.Podcasting
D.Blogging
E.Contextual advertising
4) Which top-down budgeting method is being employed when the budget is
determined based on what is felt to be necessary?
A.Arbitrary allocation
B.Percentage of sales
C.Affordable method
D.Payout planning
E.Competitive parity
5) If a manufacturer of fast-moving consumer goods (FMCG) is interested in measuring
consumers' movement through the adoption hierarchy, which of the following ad
effectiveness measures should it employ?
A.Tracking studies
B.Day-after recall tests
C.Concept testing
D.Recognition test
E.Portfolio analysis
6) The new role of PR differs from the traditional role of PR in that it:
A.views PR as a nonmarketing function.
B.has a narrower perspective of PR functions.
C.considers marketing and public relations as separate departments.
D.considers all noncustomer relationships necessary only in a marketing context.
E.requires the marketing department to report to public relations.
7) Factors such as income levels and distribution, age and occupation distribution of the
population, household size, education, and employment rates are part of a country's
_____ characteristics.
A.economic
B.demographic
C.cultural
D.political/legal
E.lifestyle
8) _____ segmentation is the grouping of customers on the basis of attributes sought in
a product.
A.Benefit
B.Geographic
C.Socioeconomic
D.Demographic
E.Lifestyle
9) Which of the following statements about aerial advertising is true?
A.It is expensive in absolute terms.
B.It can be used to reach specific target markets.
C.It is seldom used by local advertisers.
D.It is illegal at sporting events.
E.It is generally used inside stores and small supermarkets.
10) The marketing mix variable that deals with what a consumer must give up in order
to purchase a product or service is _____.
A.packaging
B.price
C.promotion
D.distribution
E.production
11) An ad for Hush designer handbags shows the company's new line of affordable
handbags made from genuine alligator leather. After seeing the ad, Erika stated, "You
can't get a genuine alligator handbag for $50! Please!" Erika's response to the ad is an
example of a:
A.negative ad execution thought.
B.negative source derogation.
C.support argument.
D.counterargument.
E.positive source bolster.
12) Momentum, a brand of sports cars, launched an advertising campaign with a tagline
that states "Our cars outperform most cars on the road even before you step on the
accelerator." In this scenario, the company is using _____ segmentation.
A.benefit
B.demographic
C.geographic
D.psychographic
E.socioeconomic
13) Which of the following statements is true of slotting allowances?
A.Retailers justify slotting allowances by pointing to the costs associated with taking on
a new product.
B.Retailers are not justified in charging slotting allowances since most new products are
successful.
C.Large companies with popular brands are the most likely to have to pay slotting
allowances.
D.Slotting allowances are illegal and banned by the federal government.
E.The costs slotting allowances add to new product introductions are minimal.
