Answers from MCQs Flashcards
According to the integrated marketing approach to promotion, personal selling should be viewed as a:
partner with the other elements of the promotional mix.
Personal selling differs from other forms of promotional communications because it uses _____ communications and the other elements of the promotional mix do not.
dyadic
The sales force is a major party of the integrated marketing communications (IMC) mix, when:
advertising media do not provide effective links with target markets
The personal selling area is constantly evolving from the impact of technology. Which of these is not one of the traditional seven steps of selling?
negotiation
A salesperson who wants to create a long-term bond with a customer should use:
relationship marketing
In which type of industry would you be most likely to find missionary sales reps?
industries where the manufacturer uses a distributor
After Humphrey purchased a new digital camera for his vacation, the retail sales clerk asked if he would also like to buy digital cards on which he could store the pictures until he was back at his computer again. The sales clerk has just engaged in:
cross-selling
Which of the following is a disadvantage associated with the use of personal selling?
poor reach
A manufacturer could combine personal selling and _____ if it got a national newspaper to run a series of articles describing a new product it was developing, that was made of recycled materials, and then instructed its salespeople to mail the news article, along with a personal card, to each customer they thought might be interested in buying the new product.
public relations activities
A manufacturer could combine personal selling and _____ if it got a national newspaper to run a series of articles describing a new product it was developing, that was made of recycled materials, and then instructed its salespeople to mail the news article, along with a personal card, to leads they thought might be interested in buying the new product.
direct marketing
The number of sales calls made, selling expenses and percentage of goods returned are all examples of _____ measures of a salesperson’s performance.
quantitative
Which of the following is not an example of a criterion that can be used to evaluate a salesperson’s performance?
new-product development
What does it mean when the text describes sales promotions as acceleration tools?
Sales promotions are designed to speed up the sales process.
The fact consumers have become less brand loyal and are purchasing more on the basis of price has resulted in:
the use of more sales promotions
Worldspan, a travel company, has sponsored SEC, Big Ten and Mountain West sports for years. Worldspan uses its sponsorships to develop relationships with universities and with their graduates. In other words, its uses its sales promotion to:
target specific markets
Which of the following is the best example of a product that is suitable for sampling?
dry pet food
Redbull had cans of its energiser drinks to give out to attendees at the National Skateboarding Championship Games. This would have been an example of _____ sampling.
event
The toys found in McDonald’s Happy Meal boxes are a classic example of a:
free premium
Clear Channel radio stations ran a _____, a type of _____ in which it offered listeners a chance to win $2 million if they were the correct caller after they heard Elton John’s voice say, ‘Call now for your chance at $2 million’.
sweepstake; consumer promotion
Which of the following statements about how contests and incentives are used as trade promotions is true?
Contests and incentives can be tied to product sales, new account placements or merchandising efforts.
Buying allowances are used because they are:
- easy to implement
- well-accepted by resellers
- an effective way to encourage resellers to buy a manufacturer’s products
A few years ago Dannon introduced a yoghurt-based drink which never hit a forecasted level of minimum sales. Some supermarkets demanded Dannon pay ______ to cover the costs associated with stocking, maintaining inventories and pulling the product off the shelves.
failure fees
Marketing public relations (MPR) functions add value to the integrated marketing communication (IMC) program by:
- creating advertising news where there is no product news
- providing information to opinion leaders
- building marketing excitement before media advertising breaks
Which of the following is an example of a disadvantage associated with the use of marketing public relations (MPR)?
There are no standard effectiveness measures for MPR.
Once research has been conducted and the target audiences identified, the public relations program must be developed and delivered to the receivers. Which of the following is not an example of a PR tool used for this purpose?
product placement
Which of the following statements about public relations is true?
The key to effective public relations is to establish a good program, worthy of public interest, and to manage it properly.
Publicity:
is the generation of news about a person or product that appears in broadcast or print media
The two major problems that arise from the use of publicity deal with:
timing and accuracy
Handy Homes employed 116 athletes who participated in the Beijing Olympics. The retailer gave them money and time off to make their dreams a reality. The Handy Homes ads showed its athlete-employees preparing to leave for the Olympics and saying good-bye to co-workers. These ads can be categorised as:
image advertising
Handy Homes employed 116 athletes who participated in the Beijing Olympics. The retailer gave them money and time off to make their dreams a reality. The Handy Homes ads, showing its athlete-employees preparing to leave for the Olympics and saying good-bye to co-workers, would be an example of:
corporate advertising
Roughly 100 million mobile phones are discarded each year in Europe alone. This results in tens of thousands of tonnes of waste each year. One phone retailer has set up a recycling program in which they accept used mobiles from customers, sell the reusable parts and recycle the other components (resins, plastics and glass), sending them to China where they are reused. An ad, sponsored by the retailer, trying to enlist customers and other computer resellers to recycle to preserve the environment, would be an example of:
advocacy advertising
AngloGold, the South African gold mining company, sponsors a charity that works to prevent AIDS and to treat those who are already stricken with the disease. The company made a large donation to an AIDS organisation and has promised continued support. An ad describing these activities and asking others for additional support would be an example of:
cause-related advertising
Which of the following statements about the use of the internet in an IMC program is true?
The internet has had a major impact on the media landscape and the way marketers communicate with customers.
Reasons for the ‘digital revolution’ include consumers’ desire for ____________ and __________________.
information; control over information they receive
When major corporations first began to conduct business on the internet, they put up websites primarily for the purpose of:
providing information
Which of the following is an example of a communications objective for marketing on the internet?
- create awareness
- generate interest
- stimulate trial
Which of the following is not an internet communication objective?
develop consumer demographic profiles
In the adoption of new products by consumers, the internet has been found to be an effective medium to _________________.
stimulate trial
There are two types of internet sponsorships:
regular and content
Personalisation is closely related to:
webcasting technologies
The fastest growing form of advertising on the internet is:
paid search or search engine advertising
Which of the following statements about internet terminology is true?
The use of streaming video is an example of rich media.
Which of the following describes a disadvantage associated with use of the internet as an advertising medium?
the potential for annoyance
the potential for annoyance
the growing use of consumer credit cards
Clean & Pure (C&P) developed a tagline for its night cream: ‘Always clean and pure’. To support its new tagline, C&P sent postcards to customers listed in an in-house database. The postcards showed the C&P logo and the words ‘It’s coming. 06/12’. The first step C&P should have taken to implement this direct marketing program was to:
establish the program’s objectives
