 |
1 | |
Communicating information between sellers and potential buyers or others in the channel to influence attitudes and behavior is called _________________. |
| | A) | Advertising |
| | B) | Promotion |
| | C) | Publicity |
| | D) | Marketing |
|
|
2 | |
_______ is any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor. |
| | A) | Promotion |
| | B) | Publicity |
| | C) | Advertising |
| | D) | Pushing |
|
|
3 | |
Promotion activities other than advertising, publicity, and personal selling that stimulate interest, trial, or purchase by final customers or others in the channel is called ____________________. |
| | A) | Pushing |
| | B) | Pulling |
| | C) | Sales promotion |
| | D) | Integrated marketing communications |
|
|
4 | |
In total, firms spend less money on advertising than on personal selling or sales promotion. |
| | A) | True |
| | B) | False |
|
|
5 | |
______________________ are concerned with managing their company's mass-selling effort. |
| | A) | Sales managers |
| | B) | Advertising managers |
| | C) | Sales promotion managers |
| | D) | Marketing managers |
|
|
6 | |
The intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message is known as _____________________. |
| | A) | Co-mingled marketing information |
| | B) | Integrated advertising communication |
| | C) | Inter-related advertising information |
| | D) | Integrated marketing communication |
|
|
7 | |
Which of the following is NOT one of the basic promotion objectives that should be considered in setting a firm's promotion objectives? |
| | A) | Informing |
| | B) | Introducing |
| | C) | Persuading |
| | D) | Reminding |
|
|
8 | |
Which of the following is NOT one of the promotion jobs set forth in AIDA, the model that represents the basic promotion objectives and adoption process? |
| | A) | Attention |
| | B) | Information |
| | C) | Desire |
| | D) | Action |
|
|
9 | |
The ____________ is any distraction that reduces the effectiveness of the communication process. |
| | A) | Noise |
| | B) | Interference |
| | C) | Chaos |
| | D) | Under-current |
|
|
10 | |
In the communication process, decoding is the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver. |
| | A) | True |
| | B) | False |
|
|
11 | |
A message comes not only from a source, but also through some ________________. |
| | A) | Message media |
| | B) | Communication channel |
| | C) | Message channel |
| | D) | None of the above |
|
|
12 | |
When a channel of distribution uses middlemen, __________ means using normal promotion efforts to help sell the whole marketing mix to possible channel members. |
| | A) | Emphasizing |
| | B) | Pulling |
| | C) | Carrying |
| | D) | Pushing |
|
|
13 | |
_____________ means getting customers to ask middlemen for a product. |
| | A) | Pushing |
| | B) | Dragging |
| | C) | Pulling |
| | D) | Carrying |
|
|
14 | |
A model that shows how markets accept new products is called the ___________. |
| | A) | Acceptance curve |
| | B) | Adoption curve |
| | C) | Promotion curve |
| | D) | Demand curve |
|
|
15 | |
An important characteristic of innovators is that they rely on impersonal and scientific information sources, rather than sales people. |
| | A) | True |
| | B) | False |
|
|
16 | |
If a product is a really new idea, the product promotion must build ________________, demand for the general product idea, not just for the company's own brand. |
| | A) | Selective demand |
| | B) | Initial demand |
| | C) | Primary demand |
| | D) | General demand |
|
|
17 | |
Budgeting for promotion expenditures by computing a percentage of either past sales or sales expected in the future is the most successful budgeting method for these expenditures. |
| | A) | True |
| | B) | False |
|
2003 McGraw-Hill Higher Education