Introduction to Business BUS-102

Chapter 16 Quiz (Prof Clay Lifto 2007)

Name _______________________________

Instructions: Circle the letter of one best answer to each question.

 

 

1.

As a new salesperson for a textbook publisher, Kylie is creating a list of professors that decide what texts their schools use.  She plans to email these schools to determine what texts they are currently using and if they plan to adopt a new text. Identifying those decision makers that are willing to consider one of her texts is called:

 

A)

personal development.

 

B)

sales identification.

 

C)

preliminary sales analysis.

 

D)

prospecting and qualifying.

 

 

2.

The primary purpose of a pull strategy is to:

 

A)

offer rebates and discounts to retailers and wholesalers.

 

B)

stimulate consumers to ask for a product and encourage retailers to stock it.

 

C)

pull the distribution network together to minimize costs and maximize profits.

 

D)

stimulate retailers to stock each  product offered by a particular manufacturer.

 

 

3.

Which of the following is a major strength of direct mail advertising?

 

A)

Low cost.

 

B)

Widespread acceptance by consumers.

 

C)

Subject to few restrictions or regulations.

 

D)

Ability to accurately target specific markets.

 

 

4.

________ advertising supports a particular view or position on an issue.

 

A)

Advocacy

 

B)

Institutional

 

C)

Comparison

 

D)

Trade

 

 

5.

The total systems approach to marketing emphasizes communication with all of the following groups except:

 

A)

manufacturers.

 

B)

distributors.

 

C)

retailers.

 

D)

competitors.

 

 

6.

Woodson Productions gives young adults free tickets to concerts it promotes if they agree to go into an Internet chat room and share their positive experience.  The free tickets Woodson provides represent:

 

A)

a push strategy.

 

B)

market teasers.

 

C)

cookies.

 

D)

swag.

 

 

7.

Which of the following media enables firms to quickly change their advertising message?

 

A)

Yellow pages

 

B)

Magazines

 

C)

Newspapers

 

D)

Television

 

 

8.

A good public relations program recognizes that the:

 

A)

company is always right.

 

B)

firm must be willing to make changes in its policies and procedures.

 

C)

firm must be independent of production and service activities.

 

D)

media profits by selling bad news.

 

 

9.

Effective sales promotion activities target::

 

A)

employees only.

 

B)

customers only.

 

C)

employees, dealers and customers.

 

D)

dealers only.

 

 

10.

Nightbrite's ________ relies heavily on advertising, personal selling, and limited use of sampling.

 

A)

marketing mix.

 

B)

promotional mix.

 

C)

communication network.

 

D)

transfer marketing.

 

 

11.

Lenora just finished writing a news release regarding a new product developed by her firm.  She intends to email the message to local radio stations and newspapers in hopes that they will find the information newsworthy and run a story about the product.  Lenora's efforts represent the firm's:

 

A)

public relations.

 

B)

institutional advertising.

 

C)

secondary advertising.

 

D)

interactive marketing.

 

 

12.

Massachusetts Manufacturing has redesigned its promotional strategy.  The company now utilizes a system that combines all the elements of their promotion mix to create a more responsive organization providing a consistent message.  Massachusetts Manufacturing has adopted a(n):

 

A)

internal marketing program.

 

B)

integrated marketing communication system.

 

C)

multilevel coordination plan.

 

D)

stakeholder response system.

 

 

13.

The best advertising medium to reach a specific target market is:

 

A)

radio.

 

B)

newspapers.

 

C)

television.

 

D)

direct mail.

 

 

14.

The approach step of the selling process attempts to:

 

A)

qualify potential customers who are willing and able to buy.

 

B)

build credibility and establish rapport.

 

C)

close the sale.

 

D)

learn about potential customers and their wants and needs.

 

 

15.

Firms utilizing a total systems approach to marketing design their promotional mix to meet the needs of:

 

A)

final customers.

 

B)

all members of the supply chain.

 

C)

salespeople and dealers.

 

D)

the general public.

 

 

16.

Which of the following statements is incorrect?

 

A)

Advertising helps pay for production costs of newspapers and magazines.

 

B)

Word-of-mouth is the most effective form of advertising.

 

C)

Advertising provides information to consumers.

 

D)

Consumers remember good advertisements.

 

 

17.

_________ refers to any paid, nonpersonal message communicated through various media by organizations who are in some way identified in the message.

 

A)

Publicity

 

B)

Promotion

 

C)

Public relations

 

D)

Advertising

 

 

18.

Experience indicates that the best promotional strategy for firms operating globally is:

 

A)

a “one mix fits all” strategy.

 

B)

to uniquely design a strategy for each country.

 

C)

based on total operating costs.

 

D)

designed by foreign intermediaries.

 

 

19.

All of the following are components of an effective interactive marketing program, except:

 

A)

responding to changing wants and needs of customers and other stakeholders.

 

B)

gathering information about customers and other stakeholders.

 

C)

making information accessible for customers and other stakeholders.

 

D)

distributing a firm's goods to customers and other stakeholders.

 

 

Use the following to answer question 20:

 

The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete aerobic workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Tom Trym and Melody Fitt have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product.

 

 

20.

Before they looked at specific promotional tools, Melody and Tom agreed that they wanted a promotion mix that is both comprehensive and unified. They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image. Melody and Tom want to implement a(n):

 

A)

internal marketing program.

 

B)

integrated marketing communication system.

 

C)

multilevel market coordination plan.

 

D)

stakeholder response communication system.