1) Dramatic changes in consumer technologies and media habits have ________.
A) eroded the effectiveness of the mass media
B) reduced the cost of mass-media marketing
C) expanded the appeal of mass-media marketing
D) increased the effectiveness of the mass media
E) all of the above
2) The ability to identify the brand within the category, in sufficient detail to
make a purchase, is known as ________.
A) brand attitude
B) brand awareness
C) brand purchase intention
D) category need
E) brand conviction
3) Personal selling is the most effective tool at later stages of the buying process,
particularly in building up buyer preference, conviction, and action. Personal
selling has three distinctive qualities. These are personal interaction, re -
sponse, and ________.
A) dramatization
B) cultivation
C) involvement
D) customization
E) relevance
4) Integrated marketing communications is a concept of marketing communications
planning that recognizes the added value of a ________ plan.
A) complete
B) integrated
C) coherent
D) comprehensive
E) none of the above
5) By focusing on a non-product-related image, VW's advertising to active, youthful
people with its "Drivers Wanted" campaign was an example of a(n)
________.
A) informational appeal
B) collective appeal
C) personal appeal
D) differentiated appeal
E) transformational appeal
6) In assessing the collective impact of an IMC program, the marketer's overriding
goal is to create the most effective and efficient communications
program possible. The criterion of ________ is the proportion of the audience
reached by each communication option employed, as well as how much overlap
exists among communication options.
A) contribution
B) complementarity
C) commonality
D) coverage
E) versatility
7) Print media provides much ________ product information and can also effectively
communicate user and usage imagery.
A) historical
B) usage
C) informational
D) detailed
E) specific
8) Of the elements of a print advertisement, the ________ matters the most when
it comes to the ad's effectiveness.
A) copy
B) color
C) picture
D) font
E) headline
9) The ________ is the rate at which the buyer forgets the brand.
A) turnover rate
B) designated rate
C) purchase frequency
D) purge rate
E) forgetting rate
10) Sales promotion tools that impart a selling message along with the deal, as in
the case of free samples and premiums when they are related to the product,
are called ________.
A) promotions
B) manufacturer franchise building
C) retailer promotions
D) consumer franchise building
E) retailer franchise building
11) The company's marketing mix includes such tools as coupons, cash refund
offers, and premiums. These are examples of ________.
A) marketing mix
B) trade promotions
C) salesman's tools
D) consumer promotions
E) none of the above
12) In constructing an effective direct-mail campaign, marketers must decide on
their objectives, target markets, and prospects; offer elements; means of testing
the campaign; and ________.
A) sales promotions
B) advertising campaign
C) measures of campaign success
D) salespeople's input
E) management's input
13) The Internet provides marketers and consumers with opportunities for much
greater interaction and ________.
A) specificity
B) speed
C) ease of use
D) convenience
E) individualization
14) Nearly ________ of the total workforce work full-time in sales occupations.
A) 12%
B) 30%
C) 5%
D) 20%
E) 2%
15) ________ compensation receives more emphasis in jobs with a high ratio of
nonselling to selling duties and in jobs where the selling task is technically
complex and involves teamwork.
A) Commission
B) Estimated
C) Fixed
D) Variable
E) Combination
16) A pharmaceutical sales representative whose role is simply to keep doctors
up-to-date on the latest developments of his or her drug company is playing a
________ role.
A) order taker
B) technician
C) missionary
D) deliverer
E) solution vendor
17) Advantages of ________ include that it can be implemented quickly, conducted
with a fair amount of security, and carried out without final packaging
and advertising.
A) sales-wave research
B) actual test markets
C) controlled test marketing
D) simulated test marketing
E) none of the above
18) Five characteristics influence the rate of adoption of an innovation. One of
these is ________.
A) marketing expertise
B) packaging
C) government regulations
D) relative advantage
E) all of the above
19) When Scott Paper couldn't compete with Fort Howard Paper Co. on price for
the lucrative institutional toilet tissue market, it decided to differentiate by
making larger rolls of paper and providing institutional customers with free
dispensers. This is an example of ________.
A) incremental innovation
B) disruptive technology
C) fragmented markets
D) perceptual mapping
E) customer-driven engineering
20) Combining two product ideas or concepts to create a new offering, for example,
oil change/lubrication facilities with cafés, is an example of ________.
A) mind mapping
B) lateral marketing
C) morphological analysis
D) internal marketing
E) forced relationships
21) A global firm is one ________.
A) where the strategic positions of competitors are fundamentally affected by
their overall global positions
B) that operates in more than one country and captures R&D, production, logistical,
marketing, and financial advantages not available to purely domestic
competitors
C) that operates in more than one country and has a sales and marketing staff in
developing countries
D) that has strategic positions in many countries but is not affected by competition
researching
E) that operates in more than one country and has a sales and marketing staff in
those countries
22) An international division that is organized with regional vice presidents for
North America, Latin America, Europe, and Africa is said to be a(n) ________.
A) world product group
B) export department
C) international subsidiary
D) geographical organization
E) none of the above
23) The "Trema" launch was a success! Now, a year later, you have been receiving
calls from U.S. dealers complaining that "Trema" is available from international
distributors at prices 50% less than the U.S. price. You are faced
with a(n) ________ problem due to the international success of your product.
A) overstock
B) export/import problem
C) distributor relationship
D) gray market
E) none of the above
24) Several forces are driving companies to practice a higher level of corporate
social responsibility. These include ________.
A) evolving employee goals and ambitions
B) rising customer expectations
C) investor interests
D) tighter government legislation
E) all of the above
25) What is the danger to a firm of limiting its cause-related marketing to one
particular cause?
A) The cause may not reach enough consumers for the firm to realize a profit
from the support.
B) The cause may go out of business as a cure is found or the problem(s) is(are)
eliminated.
C) The firm must cover many bases because they sell to many consumers.
D) It may limit the consumers or other stakeholders who could transfer positive
feelings from the cause to the firm.
E) The cause may be subject to government regulations or investigations, thereby
embarrassing the firm.
A) eroded the effectiveness of the mass media
B) reduced the cost of mass-media marketing
C) expanded the appeal of mass-media marketing
D) increased the effectiveness of the mass media
E) all of the above
2) The ability to identify the brand within the category, in sufficient detail to
make a purchase, is known as ________.
A) brand attitude
B) brand awareness
C) brand purchase intention
D) category need
E) brand conviction
3) Personal selling is the most effective tool at later stages of the buying process,
particularly in building up buyer preference, conviction, and action. Personal
selling has three distinctive qualities. These are personal interaction, re -
sponse, and ________.
A) dramatization
B) cultivation
C) involvement
D) customization
E) relevance
4) Integrated marketing communications is a concept of marketing communications
planning that recognizes the added value of a ________ plan.
A) complete
B) integrated
C) coherent
D) comprehensive
E) none of the above
5) By focusing on a non-product-related image, VW's advertising to active, youthful
people with its "Drivers Wanted" campaign was an example of a(n)
________.
A) informational appeal
B) collective appeal
C) personal appeal
D) differentiated appeal
E) transformational appeal
6) In assessing the collective impact of an IMC program, the marketer's overriding
goal is to create the most effective and efficient communications
program possible. The criterion of ________ is the proportion of the audience
reached by each communication option employed, as well as how much overlap
exists among communication options.
A) contribution
B) complementarity
C) commonality
D) coverage
E) versatility
7) Print media provides much ________ product information and can also effectively
communicate user and usage imagery.
A) historical
B) usage
C) informational
D) detailed
E) specific
8) Of the elements of a print advertisement, the ________ matters the most when
it comes to the ad's effectiveness.
A) copy
B) color
C) picture
D) font
E) headline
9) The ________ is the rate at which the buyer forgets the brand.
A) turnover rate
B) designated rate
C) purchase frequency
D) purge rate
E) forgetting rate
10) Sales promotion tools that impart a selling message along with the deal, as in
the case of free samples and premiums when they are related to the product,
are called ________.
A) promotions
B) manufacturer franchise building
C) retailer promotions
D) consumer franchise building
E) retailer franchise building
11) The company's marketing mix includes such tools as coupons, cash refund
offers, and premiums. These are examples of ________.
A) marketing mix
B) trade promotions
C) salesman's tools
D) consumer promotions
E) none of the above
12) In constructing an effective direct-mail campaign, marketers must decide on
their objectives, target markets, and prospects; offer elements; means of testing
the campaign; and ________.
A) sales promotions
B) advertising campaign
C) measures of campaign success
D) salespeople's input
E) management's input
13) The Internet provides marketers and consumers with opportunities for much
greater interaction and ________.
A) specificity
B) speed
C) ease of use
D) convenience
E) individualization
14) Nearly ________ of the total workforce work full-time in sales occupations.
A) 12%
B) 30%
C) 5%
D) 20%
E) 2%
15) ________ compensation receives more emphasis in jobs with a high ratio of
nonselling to selling duties and in jobs where the selling task is technically
complex and involves teamwork.
A) Commission
B) Estimated
C) Fixed
D) Variable
E) Combination
16) A pharmaceutical sales representative whose role is simply to keep doctors
up-to-date on the latest developments of his or her drug company is playing a
________ role.
A) order taker
B) technician
C) missionary
D) deliverer
E) solution vendor
17) Advantages of ________ include that it can be implemented quickly, conducted
with a fair amount of security, and carried out without final packaging
and advertising.
A) sales-wave research
B) actual test markets
C) controlled test marketing
D) simulated test marketing
E) none of the above
18) Five characteristics influence the rate of adoption of an innovation. One of
these is ________.
A) marketing expertise
B) packaging
C) government regulations
D) relative advantage
E) all of the above
19) When Scott Paper couldn't compete with Fort Howard Paper Co. on price for
the lucrative institutional toilet tissue market, it decided to differentiate by
making larger rolls of paper and providing institutional customers with free
dispensers. This is an example of ________.
A) incremental innovation
B) disruptive technology
C) fragmented markets
D) perceptual mapping
E) customer-driven engineering
20) Combining two product ideas or concepts to create a new offering, for example,
oil change/lubrication facilities with cafés, is an example of ________.
A) mind mapping
B) lateral marketing
C) morphological analysis
D) internal marketing
E) forced relationships
21) A global firm is one ________.
A) where the strategic positions of competitors are fundamentally affected by
their overall global positions
B) that operates in more than one country and captures R&D, production, logistical,
marketing, and financial advantages not available to purely domestic
competitors
C) that operates in more than one country and has a sales and marketing staff in
developing countries
D) that has strategic positions in many countries but is not affected by competition
researching
E) that operates in more than one country and has a sales and marketing staff in
those countries
22) An international division that is organized with regional vice presidents for
North America, Latin America, Europe, and Africa is said to be a(n) ________.
A) world product group
B) export department
C) international subsidiary
D) geographical organization
E) none of the above
23) The "Trema" launch was a success! Now, a year later, you have been receiving
calls from U.S. dealers complaining that "Trema" is available from international
distributors at prices 50% less than the U.S. price. You are faced
with a(n) ________ problem due to the international success of your product.
A) overstock
B) export/import problem
C) distributor relationship
D) gray market
E) none of the above
24) Several forces are driving companies to practice a higher level of corporate
social responsibility. These include ________.
A) evolving employee goals and ambitions
B) rising customer expectations
C) investor interests
D) tighter government legislation
E) all of the above
25) What is the danger to a firm of limiting its cause-related marketing to one
particular cause?
A) The cause may not reach enough consumers for the firm to realize a profit
from the support.
B) The cause may go out of business as a cure is found or the problem(s) is(are)
eliminated.
C) The firm must cover many bases because they sell to many consumers.
D) It may limit the consumers or other stakeholders who could transfer positive
feelings from the cause to the firm.
E) The cause may be subject to government regulations or investigations, thereby
embarrassing the firm.
