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1) Radio commercials are expensive to produce.
2) The status gained from owning a particular brand is an example of a functional
benefit.
4) The Internet is a communications medium as well as a direct response medium.
6) Telemarketing and direct selling are two methods of personal selling used to generate
sales.
7) Sales promotion involves some type of inducement that provides an extra incentive
to buy.
8) Ads for products such as fashionable clothing, jewelry, and liquor often provide
specific product information rather than relying on visual images to deliver their
message.
9) Target market identification isolates consumers with similar lifestyles, needs, and the
like, and increases the knowledge of their specific requirements.
10) Support media are also known as measured media because they are easy to
measure.
11) A company that uses an in-house agency might turn its advertising and promotion
tasks over to an outside agency in order to:
A.obtain greater control over the advertising process.
B.reduce costs.
C.obtain greater objectivity.
D.make coordination of the advertising and promotional process easier.
E.save media commissions.
12) Organizations use telemarketing to support personal selling. Telemarketing is an
example of _____.
A.direct marketing
B.field order taking
C.internal marketing
D.inbound selling
E.mass communication
13) Zest Inc. operates in a market that is characterized by focused competition that is
growing in breadth of market and service offerings. The market is coactive while
customer needs are mutually defined. In which stage of personal-selling evolution is
Zest currently operating?
A.Provider
B.Prospector
C.Procreator
D.Problem-solver
E.Persuader
14) According to the standard learning model, through which of the following response
sequences does a consumer pass?
A.Learn feel do
B.Learn do feel
C.Feel learn do
D.Do feel learn
E.Do learn feel
15) Which of the following is true of trade-oriented sales promotion?
A.It is also known as buzz promotion.
B.It targets members of the supply chain.
C.It is targeted at the ultimate user of a product.
D.It uses rebates and couponing.
E.It includes sweepstakes and premiums.
16) A company promoting its product through product placements in movies would
benefit from:
A.potentially high exposure.
B.low absolute cost.
C.broadened appeal.
D.lack of clutter.
E.strong control upon messages.
17) Product standardization results in:
A.higher production costs.
B.lower design costs.
C.lower marketing efficiency.
D.increased competition.
E.higher lead times.
18) Which of the following is a question that firms are likely to ask during an external
analysis?
A.What are the strengths and weaknesses of our product or service?
B.Who influences the decision to buy our product?
C.How does our product or service compare with competition?
D.What are our products key benefits?
E.Does our product have unique selling points?
19) Which of the following is a disadvantage of bounce-back coupons?
A.They do not attract nonusers of a particular brand.
B.They are redeemable on the purchase of a different product.
C.They do not induce customers to repurchase the brand.
D.They are not useful for a brand that has reached the maturity stage.
E. They are not useful for products that are in the early phases of their life cycle.
20) One method of testing how consumers relate to an ad and process the information it
contains is to measure _____, the degree of brain activation that occurs when they look
at the ad.
A.electrodermal response
B.cerebral response
C.beta activity
D.alpha activity
E.pupillometrics
