W11 Quiz 5 MKT 100
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Question 1
If the push policy is used in promoting a product, the firm
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promotes directly to consumers. |
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promotes only to the next marketing institution down the marketing channel. |
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promotes the product to wholesalers only. |
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promotes the product to retailers only. |
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will be assured of having an effective promotional mix. |
Question 2
Advertising, personal selling, sales promotion, and public relations are called
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promotion mix ingredients. |
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marketing mix components. |
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characteristics of a product. |
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advertising tools. |
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nonpersonal communication. |
Question 3
The receiver’s response to a message is ____ for the source.
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feedback |
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the communications channel |
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noise |
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channel capacity |
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decoding |
Question 4
The vehicle through which the coded message is transmitted from the source to the receiver is called a(n)
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coder. |
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decoder. |
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encoder. |
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relay channel. |
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communication channel. |
Question 5
The process of putting one’s thoughts (meaning) into signs (symbols) is called
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decoding. |
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noise. |
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interference. |
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transmission. |
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the coding process |
Question 6
Sweepstakes, free samples, coupons, and rebates are examples of
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advertising. |
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sales promotion techniques. |
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publicity. |
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personal selling techniques. |
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packaging methods. |
Question 7
The individual or group that decodes a coded message is called a
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sender. |
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receiver. |
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source. |
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decoder. |
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receptor. |
Question 8
Which of the following industries is most likely to employ combative promotional efforts?
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Fast food |
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Computer processors |
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Tax-preparation services |
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Television producers |
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Automotive paints |
Question 9
During the introduction stage of the product life cycle, which type of promotion would a firm focus on?
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Reminder |
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Competitive |
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Comparative |
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Pioneer |
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Repetitive |
Question 10
Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback?
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Publicity |
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Sales management |
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Sales promotion |
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Personal selling |
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Public relations |
Question 11
A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)
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advertising plan. |
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media plan. |
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advertising message. |
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advertising appropriation. |
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media platform. |
Question 12
The three general types of media schedules are
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pulsing, beating, and continuous. |
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short, medium, and long-term. |
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morning, afternoon, and evening. |
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pulsing, continuous, and flighting. |
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light, heavy, and alternating |
Question 13
The limitations in using publicity-based public relations tools stem primarily from the fact that
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marketers alter the length of publicity releases. |
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publicity is never properly managed by media personnel. |
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media personnel consider only unfavorable messages as newsworthy. |
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it is time-consuming to convince media personnel that the information is newsworthy. |
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media personnel control the content of the communication. |
Question 14
The total amount of money a marketer allocates for advertising for a specific time period is the
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marketing budget. |
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advertising appropriation. |
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objective-and-task approach. |
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promotion grant. |
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finances for advertising. |
Question 15
If a company calls a meeting to announce a major news event, this is known as a
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media call. |
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press conference. |
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news release. |
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press release. |
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public service announcement. |
Question 16
Advertising that focuses on stimulating demand for a product category is called ____ advertising.
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pioneer |
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competitive |
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institutional |
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categorical |
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product |
Question 17
The physical arrangement of the illustration, headline, subheadline, body copy, and the signature is called the
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artwork. |
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copy. |
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art design. |
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layout. |
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storyboard. |
Question 18
The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of
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frequency. |
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exposure. |
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reach. |
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targeting. |
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push. |
Question 19
An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or
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an advertising agency. |
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a group of media specialists. |
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a group of multiskilled managers. |
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a “special projects” group. |
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freelance advertising consulta |
Question 20
The cost per thousand (CPM) indicator shows
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the cost to expose 1,000 people to a television commercial. |
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the cost to expose 1,000 people to a one-page magazine advertisement. |
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the return on investment marketers get for their advertising dollar. |
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the cost to expose a million people to any type of advertisement. |
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how one media source compares to a different source for reaching target markets. |
Question 21
A ____ is a gift to a retailer who purchases a specified quantity of merchandise.
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dealer loader |
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premium |
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dealer listing |
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merchandise allowance |
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count and recount |
Question 22
The ____ stage of the personal selling process is when the salesperson asks the prospect to buy the product.
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proposal |
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closing |
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overcoming objections |
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approach |
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trial |
Question 23
A major disadvantage of personal selling is that it
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is not remembered as well by consumers as advertising messages are. |
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cannot easily adjust the message to satisfy a customer’s information needs. |
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is very expensive per contact. |
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does not provide immediate feedback. |
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is not compatible with other promotional activities. |
Question 24
Order-getting activities are divided into two categories:
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missionary sales and technical sales. |
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current-customer sales and new-business sales. |
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order takers and trade sales. |
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current sales and support sales. |
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inside order sales and field order sales. |
Question 25
Customer density and distribution are important factors in
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prospecting. |
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motivating salespeople. |
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creating sales territories. |
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compensating salespeople. |
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establishing sales force objectives. |
Question 26
In which of the following does the salesperson join with people from the firm’s financial, engineering, and other functional areas to engage in the personal selling process?
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Trade selling |
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Missionary selling |
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Relationship selling |
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Team selling |
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Technical selling |
Question 27
The type of salesperson that usually requires training in physical science or engineering is the
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trade salesperson. |
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missionary salesperson. |
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technical salesperson. |
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order taker. |
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order getter. |
Question 28
Company sales records, commercial databases, newspaper announcements, telephone directories, and public records are all sources used for
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surveying. |
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screening. |
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researching. |
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preapproaching. |
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prospecting |
Question 29
Retail salespeople are classified as
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