CBAD453 Sp12 Exam 4

1.

1 point

Push strategies are:

Marketing communication efforts targeted at end users

Marketing communication efforts targeted at channel members

Marketing communication efforts targeted at the media

Marketing communication efforts targeted at brand influencers

None of the above

2.

1 point

The marketer should view sales promotion as:

An inexpensive way to create brand awareness

A supplementary activity to advertising and personal selling

Significantly more than supplementary to advertising and personal selling

A suitable substitute for advertising and personal selling

Totally unrelated to advertising and personal selling

3.

1 point

Generally speaking, sales promotion is most likely to intervene in which parts of the brand decision making process?

Purchase evaluation

Brand awareness

Attention and interest

Desire and action

Problem solving

4.

1 point

Sales promotion can help attain which of the following marketing and MC objectives?

Increase trial

Give the customer a long-term reason to buy

Repair the brand image

Dominate competitive programs

All of the above

5.

1 point

Sales promotion programs can be used strategically to accomplish which of the following MC objectives?

Stimulate frequency or quantity of purchases of a brand

Move employees to other companies

Build competitor databases

Reward the competition

All of the above

6.

1 point

Paul has an Apple retail store in a mall and wants to get consumers to try his iPhones. Which of the following sales promotion methods would probably be most effective?

Samples

Cents-off coupons

Manufacturer and Store Rebates

Slotting fees

All of the above

7.

1 point

Amy wants to strengthen relationships with her current customers. She should consider which of the following sales promotion tools?

Samples

Price reductions

Rebates

Sweepstakes

Frequency rewards

8.

1 point

Cross promotions provide the benefit of:

Crossing marketing paths

Shared costs

Proprietary packaging

Game theory

Collectible consumables

9.

1 point

When considering the area of personal sales, a sales lead is:

A person that is identified as a prospect, or someone able to benefit from a brand being sold

A 2-way communication in which a seller interprets brand features in terms of buyer benefits

A prospect who has an unmet need the brand can satisfy, the ability to pay, the authority to purchase, and is approachable

An established customer with a history of repeat purchases

None of the above

10.

1 point

Many businesses overemphasize acquiring new customers:

To replace dissatisfied customers

At the expense of current customers

In order to justify larger sales staffs

To reduce commissions

None of the above is true. Businesses do not overemphasize acquiring new customers

11.

1 point

When considering the overall IMC approach toward customers and prospects, the primary role of personal selling is to:

Increase profits

Increase market share

Create and maintain customers

Increase the firm's ability to find great sales personnel by offering high commissions to the most productive people

Be a substitute to other more costly and effective forms of MC

12.

1 point

From an IMC perspective, which of the following best describes the primary objective of personal selling?

Having face-to-face contact with customers and prospects

Creating in-depth awareness of the company's products

Increasing sales volume by finding new customers

Motivating competitor's customers to switch brands

Creating a trusting relationship with customers and prospects through two-way communication

13.

1 point

Brian is the new sales rep in an existing territory. Brian's number-one personal objective should be to:

Maximize sales

Maximize profits

Minimize customer loss

Create trust

Overcome cold call resistance

14.

1 point

Which of the following activities are involved in personal selling?

Making sales calls

Closing the sale

Qualifying leads

Generating leads

All of the above

15.

1 point

Ben is looking for new prospects. Where can he look for sales leads?

Competitors

Publicity

Satisfied customers

All of the above

None of the above

16.

1 point

Why is PR one of the fastest growing of all the communication functions used in IMC?

(A) PR sells the brand better than advertising

(B) PR messages have relatively high credibility

(C) PR can more easily cut through brand message clutter

(D) All of the above

(E) B and C above

17.

1 point

The media costs of PR are:

Higher than the media costs for advertising

Equal to the media costs for advertising

Not comparable, because PR does not use the same media as advertising

Lower, because PR has little or no media costs associated with it

None of the above

18.

1 point

Which of the following is an example of a PR program?

Employee relations

Media relations

Crisis management

Corporate relations

All of the above

19.

1 point

Most marketers agree that a negative news story will:

Have little impact on their company if its reputation is good.

Have little impact on the brand if the brand is popular and a #1 seller in its category

Somewhat negatively affect the impact of the brand's positive messages and image

Do more damage than simply cancel out the effects of the brand's planned messages

20.

1 point

Word of mouth strategies executed over the internet are called:

E-buzz

Guerrilla marketing

Viral marketing

Cyber hopping

Hyper verbiage

21.

1 point

The objective of corporate advertising is to:

State the company's position on a controversial issue

Increase the level of awareness for a company, what it does, or believes

Show the company as being socially responsible

Sell a specific brand offered by the company

Broaden the sales of a brand into foreign markets

22.

1 point

Public service announcements use ads that:

Promote the brands or services the company offers

Build awareness of a company and explains what it believes or does

Promote nonprofit organizations and are placed in time or space donated by the media

Sell the brand through promotional programs like coupons or free goods

Motivate other brand's customers to switch to this brand

23.

1 point

Proactive companies use crisis management to:

React to a competitor's aggressive marketing plan

Respond when a disaster happens

React when a competitor uses heavy promotion and discounting to initiate a pull strategy in the marketplace

Motivate BtB customers to load up inventory because the fear of a brand shortage is created

All of the above

24.

1 point

The major benefit of interactive media is that it allows:

Instant exchange of information

Greater consistency in the media message

Fewer distractions

Mass media economies

There is no benefit of interactive media

25.

1 point

Intranets are:

Broadcasting chains of linked stations.

Websites in which people can partake in real-time interaction with other people.

Websites where people can post notes on a given topic.

Private online communication systems whose access is restricted to members of a company or organization.

Voluntary electronic mailing lists.