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Multiple Choice Quiz
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Which of the following is a type of "mass selling"?
A)Personal selling.
C)Sales promotion.
E)B and D only.
Personal selling:
A)is indirect written communication between buyers and sellers.
B)is inexpensive.
C)is not usually combined with other aspects of promotion in the total marketing mix.
D)gets immediate feedback from consumers.
E)All of the above.
A paid form of non-personal presentation of ideas, goods, or services by an identified sponsor is called:
A)personal selling
D)mass selling
E)sales promotion
Which of the following would NOT be an example of sales promotion?
A)a flyer placed on a homeowner's door announcing a new lawn service.
B)a coupon offering a "buy one, get one free" deal at a pizza restaurant.
C)a free sample of a new breakfast cereal mailed to consumers.
D)a special display of snack chips placed in a grocery store's main aisle.
E)a contest in which a fast-food chain distributes "scratch-off" game pieces to promote a new movie.
Blending the firm's promotion efforts to convey a complete and consistent message is the goal of:
A)the sales manager.
B)sales promotion.
C)promotional mixing.
D)integrated marketing communications.
E)public relations.
The basic promotion objective of informing consumers corresponds to which stage(s) of the AIDA model?
A)Getting attention.
B)Holding interest.
C)Arousing desire.
D)Obtaining action.
E)Both A and B.
While watching a television program, Liza gets a phone call just as a commercial is starting. She presses the "mute" button on the television's remote control and takes the call, so she pays no attention to the commercial. In terms of the communication process, the telephone call is an example of:
E)the message channel.
Which of the following statements about the communication process is True?
A)The source is the sender of the message.
B)The receiver is the potential customer.
C)Encoding is done by the source.
D)Decoding is done by the receiver.
E)All of the above.
A pharmaceutical company plans to introduce a new brand of pain reliever targeted at senior citizens. The company purchases a mailing list containing the names and addresses of elderly people who are known to take pain relievers on a regular basis to deal with chronic ailments such as arthritis. The company then sends informational brochures about the new product to the people on the list, along with a coupon they can return to get a free sample. The names of the people who respond are entered into a special database and are sent information about other products. This company is engaged in:
B)personal selling.
C)direct response promotion.
Consumer-initiated interactive communication begins when the consumer:
A)is exposed to a sender's message.
B)selects a specific topic on which to receive a message.
C)decides how much information to get.
D)decides to search for information.
E)makes a purchase.
A producer of household batteries for flashlights, radios, and other small electronic devices wants to increase its sales relative to its competitors. The company enters into an arrangement with a supplier of bicycles to develop an incentive for retail buyers to order more batteries. Salespeople for the battery company tell each buyer that for every 20 cases of batteries ordered, the buyer will get a new bicycle. The buyer can keep the bicycle, or use it as part of an in-store contest promotion. The battery company's promotion effort aimed at retail buyers is:
C)integrated marketing communications.
D)buyer-initiated communication.
E)none of the above.
A producer of disposable diapers is planning to introduce a new brand of diapers that is specially designed for large babies who are hard to fit with regular diapers. The company mails coupons for the new brand to all the consumers in its database of disposable diaper users. The coupons offer consumers a $2 discount off the regular price of a pack of diapers. The company sends an accompanying letter advising consumers to bring the coupons to their favourite store and use them. If the brand is not in stock, the letter encourages consumers to ask the store manager to stock the new brand. This promotion effort by the company is an example of:
C)internal marketing.
D)buyer-initiated communication.
E)none of the above.
In the promotion blend during the market maturity stage of the product life cycle:
A)the total amount spent on promotion usually decreases.
B)the total amount spent on promotion may rise as competition increases.
C)the basic promotion objective is informing.
D)the promotion emphasis starts to shift from building primary demand to building selective demand.
E)none of the above.
Budgeting for promotion expenditures by computing a percentage of past or expected sales:
A)is the most common method of setting the promotion budget.
B)is a complex method of budgeting.
C)will increase promotional expenditures when business is poor.
D)all of the above.
E)none of the above.
The task method of budgeting for promotion expenditures:
A)links the budget to the promotion objectives set by the company.
B)involves determining the promotion methods that will effectively achieve the communication tasks required.
C)can help to eliminate budget fights between managers responsible for different promotion methods.
D)may result in significantly different promotional expenditures from year to year.
E)all of the above.

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