Question 

Question 1

Which of the following industries is most likely to employ combative promotional efforts?

Answer

Fast food

Computer processors

Tax-preparation services

Television producers

Automotive paints

Question 2

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of

Answer

combating competitive promotional offers.

facilitating reseller support.

encouraging product trial.

retaining loyal customers.

reducing sales fluctuations.

Question 3

During the introduction stage of the product life cycle, which type of promotion would a firm focus on?

Answer

Reminder

Competitive

Comparative

Pioneer 

Repetitive

Question 4

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.

Answer

maturity

decline

growth

introduction

presentation

Question 5

Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback?

Answer

Publicity

Sales management

Sales promotion

Personal selling

Public relations

Question 6

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

Answer

noise.

communication links.

communication resources.

communication channels.

decoding sources.

Question 7

Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?

Answer

Guerilla communication

Word-of-mouth communication

Buzz marketing

Viral marketing

Conversational promotion

Question 8

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a

Answer

communications channel.

source.

relay channel.

decoder.

sender.

Question 9

When a source converts meaning into a series of signs or symbols representing ideas or concept, the source is undergoing

Answer

communication.

the coding process.

the decoding process.

the conversion process.

communications channel.

6 points 

Question 10

All of the following are examples of publicity-based public relations tools except

Answer

press conferences.

feature articles.

news releases.

annual reports.

news stories.

Question 11

If a consumer is shown a particular advertisement and asked if she has seen it before, a(n) ____ is being performed.

Answer

pretest

consumer jury test

recognition test

unaided recall test

aided recall test

Question 12

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

Answer

institutional

product

advocacy

issue

competitive

Question 13

____ is communication in news story form about an organization or its products that is transmitted through a mass medium at no charge.

Answer

Advertising

Publicity

Public relations

Sales promotion

Personal selling

Question 14

The three general types of media schedules are

Answer

pulsing, beating, and continuous.

short, medium, and long-term.

morning, afternoon, and evening.

pulsing, continuous, and flighting.

light, heavy, and alternating.

Question 15

An advertising platform is the

Answer

basic issue or selling point that an advertiser wishes to include in an advertising campaign.

objective of the advertising campaign, stated in precise and measurable terms.

form in which the basic issues of the campaign should be presented.

broad objectives of the advertising campaign.

consumer advertising research conducted.

Question 16

When the CEO or chief financial officer of a company states how much the company should spend on advertising for the coming period, the company is using the

Answer

arbitrary approach.

executive decision process.

objective-and-task approach.

percentage-of-sales approach.

competition-matching approach.

Question 17

Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is ____ advertising.

Answer

repetitive

reminder

pioneer

competitive

reinforcement

Question 18

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)

Answer

advertising plan.

media plan.

advertising message.

advertising appropriation.

media platform.

Question 19

An evaluation performed before an advertising campaign begins is a

Answer

consumer exam.

posttest.

recognition test.

pretest.

recall test.

Question 20

The last stage in the development of any advertising campaign is

Answer

creating the advertising platform.

developing the media plan.

creating the advertising message.

evaluating the effectiveness of advertising.

defining the advertising objectives.

Question 21

When a salesperson asks the customer to buy the product several times throughout the sales presentation in an effort to uncover hidden objections, it is called

Answer

order taking.

new-business selling.

trial closing.

order getting.

overcoming objections.

Question 22

The salesperson must attract and hold the prospect’s attention, stimulate interest, and spark a desire for the product during the

Answer

prospecting.

preapproach.    

follow up.

approach.

sales presentation.

Question 23

____ are designed to identify the customers called on and to present detailed information about interaction with those clients.

Answer

Invoices

Feedback notices

Work schedules

Call reports

Recall files

Question 24

Customer density and distribution are important factors in

Answer

prospecting.

motivating salespeople.

creating sales territories.

compensating salespeople

establishing sales force objectives

Question 25

A missionary salesperson is usually employed by

Answer

a retailer.

a wholesaler.

either a retailer or a producer.

a manufacturer.

an independent intermediary

Question 26

The two groups of order takers in personal selling are

Answer

current customer salespeople and new-business salespeople

missionary salespeople and trade salespeople

inside order takers and field order takers

trade salespeople and technical salespeople

advisory order takers and support order takers

Question 27

Order-getting activities are divided into two categories:

Answer

missionary sales and technical sales

current-customer sales and new-business sales

order takers and trade sales

current sales and support sales

inside order sales and field order sales

Question 28

Which of the following is particularly appropriate for pricey high-tech business products, such as jet aircraft and medical equipment?

Answer

Team selling

Relationship selling

Trade selling

Technical selling

Missionary selling

Question 29

Developing a list of potential customers is called

Answer

preapproaching.

surveying.

scouting.

prospecting.

screening.

Question 30

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called

Answer

advertising.

sales promotion.

personal selling.

target marketing.