To which category of the marketing communication mix do sales? presentations, trade? shows, and incentive programs? belong?
A.
Personal selling
B.
Direct and digital
C.
Advertising
D.
Sales promotion
E.
Public relations
A
Any paid form of nonpersonal presentation and promotion of? ideas, goods, or services by an identified sponsor is considered? __________.
A.
personal selling
B.
advertising
C.
direct and digital marketing
D.
sales promotion
E.
public relations
B
Major factors for changing the face of? today's marketing communications include all of the following EXCEPT? __________.
A.
digital media have provided new communication tools
B.
digital technology is causing remarkable changes
C.
marketers are going for
C
As marketers adopt richer but more fragmented media and promotion mixes to reach their diverse? markets, they risk creating a communications hodgepodge for consumers. To prevent? this, companies have adopted the concept of? __________.
A.
personal selling
B
The first task for a communicator in preparing marketing communications is to? __________.
A.
identify the target audience
B.
determine the communication objectives
C.
collect feedback
D.
find highly credible sources to deliver messages
E.
select the medi
A
Red Bull has created? "The Wings? Team," a group of? 2,800 brand ambassadors who connect with Red Bull fans at events and through stacks of? user-generated digital content showing their extreme and active lifestyles. This is an example of using? _________
B
When companies set their promotion budgets to match? competitor's outlays, they are using the? __________ method.
A.
?competitive-parity
B.
?push-and-pull
C.
?percentage-of-sales
D.
affordable
E.
?objective-and-task
A
John Deere does very little promoting of its lawn? mowers, garden? tractors, and other residential consumer products to final consumers.? Instead, John? Deere's sales force works with? Lowe's, The Home? Depot, and other channel members. This is an example
E
Marketing management must first? __________ when developing an advertising program.
A.
set an advertising budget
B.
make message decisions
C.
make media decisions
D.
develop the advertising strategy
E.
set advertising objectives
E
Every great advertising campaign starts with a unique? __________.
A.
brand message
B.
graphic
C.
slogan
D.
image
E.
logo
A
?__________ advertising is more suitable for mature products.
A.
Comparative
B.
Attack
C.
Reminder
D.
Informative
E.
Persuasive
C
When does persuasive advertising become comparative? advertising?
A.
When a company uses it once competition starts to develop
B.
When a company directly or indirectly compares its brand to others
C.
When a company uses it for advertising mature products
B
The reasons for considering public? relations, which has a greater impact at a much lower cost than? advertising, include? __________.
A.
the possibility of stories to be picked up by different media
B.
the ease of selecting media from a variety of availa
A
Which of the following statements does not accurately reflect? PR's role in? marketing?
A.
PR can be a powerful? brand-building tool.
B.
PR pros are an? organization's master storytellers
C.
Lines between? advertising, PR, and other content are becoming b
D
?__________ and? __________ are core PR strengths and that plays well into the use of? online, mobile, and social media.
A.
?Storytelling; engagement
B.
Business? cards; forms
C.
?Pinterest; Twitter
D.
?Stationary; signs
E.
?Logos; brochures
A
Which of the following statements does not reflect the role of salespersons within a? company?
A.
Salespeople learn about customer needs and work with other marketing and nonmarketing people in the company to develop greater customer value.
B.
The concept
B
What? action(s) can a company take in order to bring marketing and sales functions? together?
A.
Appoint marketing executives to analyze marketing and sales functions.
B.
Develop separate reward systems for sales and marketing people.
C.
Create clear line
E
Which of the following is not a step in an effective sales management? process?
A.
Compensating
B.
Prospecting
C.
Training
D.
Supervising
E.
Selecting
B
Which one of the following statements is not true regarding social? selling?
A.
Social selling has changed the fundamentals of selling.
B.
Social selling helps in nurturing customer relationships.
C.
Social selling can produce big organizational benefits
A
The aim of? transaction-oriented marketing is to help salespeople? __________.
A.
develop team selling
B.
develop customer relationships
C.
close a specific sale
D.
develop? long-term contacts with customers
E.
link the customers with the company
C
The first step in the personal selling process is? __________.
A.
demonstration
B.
preapproach
C.
prospecting
D.
presentation
E.
handling objections
C
Toro ran a preseason promotion on its snowblower models offering a rebate if the snowfall in the? buyer's market area turned out to be below average. This is an example of? __________.
A.
business promotion
B.
sales contest
C.
trade promotion
D.
consumer
D
A sales contest is considered a part of? __________.
A.
event sponsorships
B.
business promotions
C.
event marketing
D.
?point-of-purchase promotions
E.
trade promotions
B
GEICO sells its services through? __________.
A.
direct and digital marketing.
B.
personal selling
C.
direct marketing as a supplementary channel
D.
direct mail
E.
mass marketing
A
Advantages of direct marketing to sellers include all of these? EXCEPT__________.
A.
organizations can learn more about? customers' tastes
B.
organizations can target small groups of customers
C.
it is more costly since it can only be accomplished using c
C
The hottest growth area for the retailer Home Depot in the U.S. market has been attributed to? __________.
A.
online sales
B.
?face-to-face selling
C.
catalog marketing
D.
?direct-mail marketing
E.
telemarketing
A
?__________ is/are considered a? consumer-controlled digital media.
A.
Blogs
B.
Contextual advertising
C.
Viral marketing
D.
Online videos
E.
Brand community websites
A
One of the challenges of social media marketing is that social media? __________.<b>
A.
are targeted and personal
B.
are largely consumer controlled
C.
facilitate engagement and social sharing
D.
are interactive and complex
E.
are immediate and timely
B
Infomercials are a form of marketing considered a part of? __________.
A.
mobile marketing
B.
catalog marketing
C.
telemarketing
D.
?direct-response television marketing
E.
real marketing
D
Why should companies use mobile marketing? responsibly?
A.
Mobile marketing may provide unwanted incentives when consumers are just going to make a choice.
B.
Mobile marketing may stimulate immediate buying.
C.
Companies risk angering already? ad-weary co
C
Advantages of mobile marketing include all of the following EXCEPT? __________.
A.
companies use mobile marketing to stimulate immediate buying
B.
mobile marketing provides? on-the-go product? information, price? comparisons, advice, and reviews from othe
E
__________is a type of identity theft that uses deceptive emails and fraudulent online sites.
A.
?Pop-unders
B.
Snapchat
C.
Spam
D.
Phishing
E.
?Direct-response TV commercial
D
The European Union recently passed the General Data Protection Regulation? (GDPR) legislation. This law is intended to? __________.
A.
provide financial protection for online transactions
B.
penalize firms that advertise too much online
C.
protect the rig
D
Indian government regulation prohibits? foreign-owned online companies. This obstacle in global marketing is an example of setting? __________ by host countries.
A.
tariffs
B.
duties
C.
domestic competition
D.
nontariff trade barriers
E.
exchange controls
D
The trading bloc with members from Pacific Rim countries is? __________.
A.
GATT
B.
TTIP
C.
?CAFTA-DR
D.
BRICS
E.
CPTPP
E
In? __________ the company makes agreements with manufacturers in the foreign market to produce its product or provide its service.
A.
contract manufacturing
B.
management contracting
C.
direct investment
D.
licensing
E.
indirect exporting
A
Disney's Hong Kong Disneyland and Shanghai Disneyland work in combination with the Chinese government-owned Shanghai Shendi Group. Disney owns 43 percent of the Shanghai? resort; the Shanghai Shendi Group owns 57 percent. This type of arrangement in globa
B
Amazon? Echo's Alexa and speakers adapt to fit the nation and region of the user. This is an example of? __________ strategy.
A.
price adaptation
B.
product invention
C.
straight product extension
D.
promotion
E.
product adaptation
E
Rather than standardizing their advertising? globally, some companies follow a strategy of? __________, fully adapting their advertising messages to local markets.
A.
channel adaptation
B.
product invention
C.
communication
adaptation
D.
product adaptatio
C
Most companies manage their international activities by first? __________.
A.
organizing an export department
B.
becoming a global organization
C.
creating an international division
D.
developing communication channel
E.
adapting product and services
A
L'Or�al, a French origin? firm, is considered? a(n) __________.
A.
international subsidiary
B.
international division
C.
geographical organization
D.
truly global organization
E.
world product group
D
When? McDonald's offers healthy menu choices and uses recyclable? packaging, it is most appropriately following the? __________.
A.
societal marketing concept
B.
menu diversification concept
C.
consumer health concept
D.
sustainable marketing concept
E.
s
D
The? __________calls for socially and environmentally responsible actions that meet the present needs of consumers and needs of future generations.
A.
sustainable marketing concept
B.
marketing concept
C.
societal marketing concept
D.
strategic planning c
A
Critics have charged that some companies use ?__________?, causing their products to become unfashionable before they actually should need replacement.
A.
planned obsolescence
B.
unsustainable practices
C.
?shoddy, harmful, or unsafe products
D.
deceptive
A
GlaxoSmithKline has stated in its? ads, "Today's medicines finance? tomorrow's miracles." Considering the criticisms of marketing this statement can be related to? __________.
A.
?shoddy, harmful, or unsafe products
B.
excessive markup
C.
deceptive practi
B
Based on? consumerism, the traditional? sellers' rights include all of the following EXCEPT? __________.
A.
the right to be protected against questionable products and marketing practices
B.
the right to introduce any product in any size and? style, provi
A
According to the environmentalism? movement, at the most basic? level, a company can practice ?__________.
A.
design for environment
B.
pollution prevention
C.
greening activities
D.
product stewardship
E.
?cradle-to-cradle practice
B
___________ marketing means that the company should define its strategy in broad social terms rather than narrow product terms.
A.
?Sense-of-mission
B.
Societal
C.
Customer value
D.
Innovative
E.
?Consumer-oriented
A
__________ products have low immediate appeal but may benefit consumers in the long run.
A.
Undesirable
B.
Pleasing
C.
Desirable
D.
Deficient
E.
Salutary
E
Conscientious marketers face many? dilemmas, which include all of the following EXCEPT? __________.
A.
the finest guidelines cannot resolve all the difficult ethical situations the marketer faces
B.
the best thing to do is often unclear
C.
companies and t
C
Which statement does not describe sustainable? companies?
A.
Sustainable companies are those that create value for customers through? socially, environmentally, and ethically responsible actions.
B.
Sustainable marketing means pursuing the mission of shar
E