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A company's total marketing communication mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships.
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Today, marketers are moving toward viewing communications as managing the_____over time.
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Marketing Quiz 3 MC
| Question | Answer |
|---|---|
| A company's total marketing communication mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. | The promotion mix. |
| Today, marketers are moving toward viewing communications as managing the_____over time. | Customer relationship. |
| A consumer is reading a magazine with an advertisement, but is distracted from reading the advertisement or key points. This unplanned static or distortion during the communication process is called______. | noise. |
| The AIDA marketing model identifies the characteristics of an effective_______. | Marketing message. |
| A message showing a product’s quality, economy, value, or performance is called a_____appeal. | rational. |
| Though the_____method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the resul | percentage-of-sales. |
| Perhaps the most logical budget-setting method is the_____method becase it is based on spending necessary to accomplish specific promotion goals. | Objective-and-task. |
| “Buy it now” is the message of___. | sales promotion. |
| Business-to-consumer companies are more likely to emphasize a______promotion strategy, while business-to-business companies are more likely to emphasize a________promotion strategy. | push; pull. |
| Delia’s is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog and print ads as well as on its Web site. Delia’s works to make sure its publi | Integrated marketing communication. |
| An example of a____appeal is the Salvation Army appeal, “While you are trying to figure out what to get the man who has everything, don’t forget the man who has nothing.” | moral |
| A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited customers who were early adopters of tec | Buzz marketing. |
| An ad for Maybelline age-minimizing makep in Ladies’ Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1 off coupon when they try the new makeup. In terms of the communication model, which of the following would be the best | The number of people who redeem the coupon. |
| Mariah Goldberg, a marketing manager for a manufacturer of children’s toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Maria | Public Relations |
| ____advertising becomes more important as competition increases. The company’s objective is to build selective demand. | Persuasive |
| What is a potential problem associated with comparative advertising? | Competitors respond with their own ads, which often result in negative publicity for both brands. |
| Which of the following may require heavy advertising in order to be set apart from similar products? | Undifferentiated brands. |
| Which of the following represents the merge between advertising and entertainment? | Madison & Vine. |
| Branded Coca-Cola cups have been prominently featured on episodes of American Idol. This is an example of_____. | Product placement. |
| The number of times an average person in the target market is exposed to an ad is known as the______. | frequency |
| Which of the following statements about radio as an advertisement medium is true? | One advantage of radio advertising is its high demographic selectivity. |
| When selecting a media vehicle, the media planner looks both at the total cost of using a medium and the_____. | Cost per thousands reached. |
| Scheduling ads unevenly, which is called______,builds awareness that is intended to be carried over to the next advertising period. | Pulsing. |
| One way to measure the_____effects of advertising is to_______past sales and past advertising expenditures. | Sales, compare. |
| Quaker Oats has been selling oatmeal for many years and is a trusted leader in the oatmetal market. What will be the most likely objective of advertisements for a new flavor of oatmal being introduced by Quaker Oats? | Maintain customer relationships. |
| Which of the following is an example of user-generated content? | Mastercard’s use of Priceless” commercials shot by customers. |
| You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. The information in the report relates to-____. | Reach. |
| In an attempt to set the company apart from its competitors, United Parcel Serices has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is UPS using? | Corporate identity materials |
| U-Frame-It is a small company that has hired a local ad agency to put together an advertisement campaign. Which of the following questions should be answered first? | What are the communication and sales objectives of U-Frame-It? |
| A______is an individual acting on behalf of a company who performs one or more of the following activities: prospecting, communicating, servicing, and information gathering. | Salesperson. |
| Which sales management tool helps a salesperson know which customers to visit and which activities to carry out during a week? | Call plan. |
| Prospecting is the step in the selling process in which the salesperson________. | Identifies qualified potential customers. |
| During the prospecting stage, a salesperson needs to discriminate between good leads and poor leads, a process known as______. | Qualifying. |
| A salesperson should seek out, clarify, and overcome any customer objections during the presentation in order to______. | Turn the objections into reasons for buying. |
| Salespeople should be trained to recognize______signals from the buyer, which can include physical actions such as leaning forward and nodding or asking questions about prices and credit terms. | Closing. |
| Of the main consumer promotion tools, which is the most effective for introducing a new product or creating excitement for an existing one? | Samples. |
| Manufacturers direct more sales promotion dollars toward____than to____ | . Retailers and wholesalers; consumers. |
| A manufacturing tool that offers cash or gifts to dealers for encouraging the puchase of the manufacturer’s goods is using_____ | . Allowances. |
| Which of the following questions would be the best one to help a marketer evaluate the return of a sales promotion investment? | Did the promotion increase purchases from current customers or attract new customers? |
| An IBM sales representative is giving a product demonstration to a Best Buy representative. Assisting with the demonstration are an engineer, a financial analyst, and an information systems specialist. If IBM wins the Best Buy account, then all four IBM r | Team selling. |
| Marlene Arau is a member of the sales forces at Urban Fashions, a clothing manufacturer. Marlene is preparing for a first meeting with a wholesaler who is a potential customer. Marlene is learning as much as she can about the wholesaler’s organization. Ma | Preapproach. |
| An insert in a Land’s End catalog offers free shipping on your next purchase. This is an example of a______. | Sales promotion. |
| An example of a_____is a five five-foot high cardboard display of Tony the Tiger next to Frosted Flake cereal boxes. | POP promotion. |
| Sales have been slow recently at B&B Materials, so management has organized a training program to improve the performance of its sales force. Which of the following would most likely lead to improved sales for B&B Materials? | Information about the marketing strategies used by competitors. |
| What are the two main goals of direct marketing? | To obtain an immediate response and build a lasting customer relationship. |
| Amazon.com, eBay, and GEICO employ____as their only method of doing business with customers. | Direct marketing. |
| Psychographic data in a customer database used by direct marketers includes information regarding a customer’s_______and______> | Activities; opinions. |
| According to your text, ______ “bridge the gap between old-fashioned stores and online shopping.” | Kiosks. |
| Which of the following is not one of the four major online marketing domains? | B2R (business-to-retailer) |
| Overstock.com Auctions and eBay are popular market spaces that facilitate the online exchange of goods and information and are examples of______online marketing. | C2C. |
| What does the term viral marketing mean? | It refers to word-of-mouth marketing that occurs online. |
| Gutter Guys is a gutter installation company in Southern California that used to generate most of its sales through telemarketing but now uses direct mail to reach prospective customers. Which of the following most likely explains the reason that Gutter G | National Do Not Call Registry. |
| Oscar Aviation has a corporate Web sit. Prospective customers are most likely able to do all of the following on the site EXCEPT____. | purchase products. |
| Runners can compare performances, set up profiles, and meet new friends on Nike’s Nike Plus Web site. Nike Plus is an example of a_____. | Web community. |
| Charlie Putnam received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates. The e-mail simply asked customers to provide their address, date of birth, social security number, and current mortgage informati | Phishing. |
| Organic Designs is a small, successful chain of stores offering stylish clothes made of all-organic materials for infants, toddlers, and young children. Most of the Organic Design stores are located in urban areas. Now Organic Designs is considering using | Catalog marketing. |
| Which of the following explains why direct response television commercials have seen an increase in popularity in recent years? | Return on advertising investment can be easily measured. |
| A producer of beverages and snack foods wants to market its products to the 18-to-34 year old demographic by providing incentives to respond instantly to time-sensitive offers. Which of the following forms of direct marketing would this product most likel | Mobile phone. |
| Green Garden is a click-and-mortar seller of gardening and landscaping goods and equipment, but the marketing department wants to promote the Green Gardens Web site. When customers are unable to find a product they need on the shelves of their local Green | Catalog marketing. |
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