Archives: Quiz

At DBT Enterprises, when an employee is late for a meeting, it is an informal rule that he or she must pay $2 to the “party fund.” When there is enough money in the “party fund,” the company has a […]

Quality of hire measures ________. A) the amount of money spent in hiring and training new employees B) the level of productivity of employees in the probationary period C) how closely incoming employees meet the company’s needs D) the percentage […]

Retail stores that exist for only a short time and are designed more as attention-getting events than as ongoing retail operations are called ________. A) pop-up stores B) retail theaters C) hybrid stores D) off-price stores E) specialty stores ________ […]

According to Frederick Herzberg’s two-factor theory, which of the following factors acts as a motivator? A) favorable working conditions B) favorable company policies C) increase in pay D) job security E) responsibility Answer: E Explanation: A) In Herzberg’s two-factor theory, […]

________ is an over-the-counter marketplace for short-term debt instruments such as Treasury bills and commercial papers. A) Options market B) Bond market C) Money market D) Stock market E) Futures market Answer: C Explanation: A) The money market is an […]

Capital structure is ________. A) the original monetary value of an economic item B) a statement of the financial position of a company C) the summary of the financial balances of a business D) a firm’s mix of debt and […]

Marketing communicators can most effectively gain the consumers’ attention by creating messages that truly appeal to their needs for _____. a. product-relevant information b. positioning-relevant information c. demographic-relevant information d. promotion-relevant information e. attention Gwen works at a consumer-goods manufacturer […]

_____ are extra quantities of a product that a company gives to consumers at the regular price. a. Price-offs b. Premiums c. Bonus packs d. Add-ons e. Rebates Advertising’s long-term role has been described as ‘Strong advertising represents a deposit […]

Compared with other media, _____ is much less wasteful and will usually produce the highest percentage of responses. a. radio b. television c. direct mail d. outdoor advertising e. newspaper There are proportionately _____ young adults (ages 20 to 34) […]

Michael Jordan has been a well-paid endorser for Gatorade sports drink. Suppose that in addition to his role as TV spokesperson, the makers of Gatorade decide to place a likeness of Michael Jordan on every Gatorade bottle. Doing this would […]

The first step of the package design process is to _____. a. determine communication priorities b. conduct a product category analysis c. specify brand-positioning objectives d. perform a competitive analysis e. identify salient brand attributes/benefits Which of the following is […]

Coupons, trade shows, buying allowances, premiums, and price-off deals are all examples of _____. a. media advertising b. promotions c. place advertising d. point-of-purchase advertising e. public relations The two general categories of on-premise signs are _____. a. primary and […]

When a national television advertiser places ads in select geographic markets, this is termed _____. a. geographically selected advertising b. local advertising c. spot advertising d. geodemographic advertising e. network advertising Pablo owns seven children’s clothing stores. He spends $5000 […]

The major reason why embedding in advertising has little effect is because _____. a. the majority of consumers pay close attention to advertising b. it must be for a sex-related product to gain attention c. the images have to be […]

When a salesperson disputes an objection and offers solid reasons for the dispute, the salesperson is in the _____ phase of personal selling. a. close b. approach c. handling objections d. prospecting e. preapproach The types of associations that come […]

In social networks of interpersonal relationships, consumers’ interpersonal relations range along a continuum from very _____ (such as frequent and often intimate communications between friends) to _____ (such as rare interactions between casual acquaintances). a. weak ties; strong ties b. […]

Which PRIZMNE cluster includes neighborhoods where occupants live eclectic lifestyles and includes a mix of singles, recently divorced and single parents who have moved into older, inner-ring suburbs? a. White Picket Fences b. Suburban Pioneers c. Bohemian Mix d. Up […]

Listerine mouth wash provided customers with a free 250ml bottle along with the purchase of a 1.7L bottle. This promotional offer would be categorized as a(n) _____. a. near-pack premium b. bonus pack c. on-pack premium d. price-off promotion e. […]

_____ takes place when criminals send e-mail messages appearing to be from legitimate corporations and direct recipients to phony websites that are designed to look like companies’ actual websites with the intent to extract personal data from people such as […]

Over half of world-wide ad spending takes place in which country? a. United States b. Canada c. China d. Germany e. Japan Which of the following is NOT an approach by which brand equity is enhanced? a. brand awareness approach […]

Once brand-specific beliefs and attitudes are formed as the outcome from firsthand product usage experience, subsequent marketing communications _____. a. are not necessary b. should increase in intensity c. should decrease in intensity d. serve to guarantee brand loyalty e. […]

Most personal computers purchased by households are acquired primarily to assist children in their school work. In referring to its brand of PC, one computer company came up with the clever advertising line ‘The teacher’s aid.’ This line is the […]

Jackie is a vice-president of marketing for a major food company. If she wants the package for a new product to convey restfulness and quiet, she should include _____. a. pictures of birds b. triangles c. horizontal lines d. vertical […]

_____ is a necessary but insufficient condition for advertising creativity. a. Humor b. Imagery c. Synergy d. Novelty e. Symbolism Which of the following is a source by which brand meaning can be leveraged? a. other brands b. places c. […]

A hair product company wishing to reach teenage males made a deal with tuxedo rental shops to distribute gift packages of product samples to each male who picked up a rental for the prom. The hair product company was using […]

Ramesh’s Kitchen was a very successful restaurant until it was widely rumored that bugs infested the rice that it serves. Ramesh’s Kitchen’s popularity has been victimized by a _____. a. competitive rumor b. conspiracy rumor c. reactive rumor d. contamination […]

Which of following qualities is the least valued in a salesperson? a. knowledge of competitor products b. product knowledge c. presentation ability d. reliability e. professionalism Which of the following is NOT a trait shared by the world’s strongest brands? […]

Every time McDonald’s comes out with their Monopoly game, Nakita loves to participate. Even though she knows her chances of winning a million dollars are slim, she still finds it entertaining and fun. Which type of reward is Nakita receiving […]

The VALSâ„¢ segmentation scheme places American adult consumers into one of _____ segments based on their responses to a 40-item questionnaire. a. four b. five c. six d. seven e. eight For which type of premium do consumers receive a […]

Attitudes _____. a. can be observed b. are inherited c. are relatively enduring d. do not influence behavior e. All of these are correct. _____ refers to two or more brands from different companies promoted in a single promotional effort. […]

_____ refers to a number of different author or company creations for which a set of exclusive rights are recognized under law. a. Legal tender b. Intellectual property c. Tangible property d. Assets e. Recoverable assets _____ act as liaisons […]

Rugby was initially considered a men’s sport, but societal attitudes have changed and more schools have women’s rugby teams. This change in societal attitudes toward women playing rugby represents increased _____ for this activity. a. relative advantage b. trialability c. […]

A variable that influences the awareness class would include _____. a. free samples b. price discounts c. demographics d. product satisfaction e. All of these are correct. An objective that manufacturers can have for using trade-oriented promotion is to _____. […]

In the past, billboards advertising tobacco and alcohol were disproportionately more likely to appear in _____. a. Southern states b. rural areas c. California d. inner-city areas e. suburban areas _____ are involved in getting new business for the agency […]

All of the following are activities in a salesperson may engage except _____. a. message customization b. listening to prospects c. pitching to journalists d. demonstrating a product in use e. communicating with clients John informs a POPAI interviewer that […]

The most frequent form of sampling is _____. a. in-store b. in-pack c. door-to-door d. direct mail e. on-pack _____ are located on or near retail stores and are considered the most cost-effective and efficient form of communication available to […]

Although there is no simple resolution to whether the traditional or heretical view is more correct, one thing is certain: companies and their chief executives and financial officers are increasingly demanding greater _____ from marcom programs. a. creativity b. product […]

When a person is attracted to a stimulus and continues to pay attention because it holds his or her interest, _____ has occurred. a. exposure b. comprehension c. voluntary attention d. nonvoluntary attention e. persuasion One issue with marketers sending […]

Media advertising and POP communications must be _____ so that in-store reminder cues can capitalize on the back-ground work media advertising accomplishes. a. heavily used b. unique c. tightly integrated d. awareness generating e. informative The FTC’s policy on deception […]

Which of the following types of salespeople are employees of manufacturers? a. inside sales b. retail sales c. missionary sales d. new-business sales e. None of these are correct. The process of setting objectives literally forces top marketing executives and […]

The elderly are driving most recent expansion in social media. Skype is classified in the _____ category of social media. a. collaboration b. communication c. multimedia d. entertainment e. friending Answer: B Which of the following is a proactive effort […]

Edna has taken footage from existing commercials and spliced them together to represent a proposed commercial. Edna has a(n) _____. a. storyboard b. liveamatic c. ripamatic d. animatic e. photomatic Which type of sales position relies on the telephone and […]

All of the following factors affect the effectiveness of selling behaviors except _____. a. salesperson’s resources b. type of buying task c. customer-salesperson relationship d. use of the SPIN method e. interactions among the factors Advertising of prescription drugs that […]

When Josh was seventeen, he killed a family of four in a drunk driving accident. As part of his community service, Josh goes around to high schools telling other teens about the terrible thing he did in an attempt to […]

In what industry is technical selling not found? a. electronics b. machinery c. retail d. computer science e. financial services When the receiver challenges a message claim, _____ arise. a. planned arguments b. policy arguments c. antiarguments d. supportive arguments […]

Singles _____. a. watch more prime-time television than the national average b. watch less late-night television than the national average c. watch less cable television than the general population d. read more magazines than the general population e. are more […]

The traditional media and the Internet represent a disorderly state for individual advertisers inasmuch as their attempts to capture the viewer’s or listener’s attention is offset by the efforts of hundreds of other advertisers attempting to accomplish the same goal. […]

A salesperson is hired because he is the same age as most of the shoppers and is considered handsome. What tool of influence is being used? a. reciprocation b. commitment and consistency c. social proof d. scarcity e. liking Presales […]

A major development in recent years involves marketers of specific brands developing newsletters and magazines that focus on their brands, issues related to their brands, and the interests of brand purchasers. These are called _____. a. e-magazines b. product publications […]

The net present value of the profit that a company stands to realize on the average new customer during a given number of years is known as _____. a. brand equity b. customer equity c. customer lifetime value d. marginal […]