Marketing Quiz

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Marketing Quiz #7

Question 1 (4 points)

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In the growth stage of a product's life cycle, demand has its own momentum through word of mouth and interactive marketing.

Question 1 options:

True

False

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Question 2 (4 points)

 Question 2 Unsaved

Communications effectiveness depends solely on the content of a message, irrespective of how it is expressed.

Question 2 options:

True

False

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Question 3 (4 points)

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The starting point in planning marketing communications is a ________ that profiles all interactions customers in the target market may have with the company and all its products and services.

Question 3 options:

A) 

product launch

B) 

communications audit

C) 

market research program

D) 

publicity campaign

E) 

marketing budget

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Question 4 (4 points)

 Question 4 Unsaved

One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following relevant brand needs is most likely emphasized by an advertisement for a luxury car?

Question 4 options:

A) 

problem removal

B) 

sensory gratification

C) 

normal depletion

D) 

intellectual stimulation

E) 

problem avoidance

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Question 5 (4 points)

 Question 5 Unsaved

Which of the following marketing communications tools is most influential at the reordering stage of buyer readiness?

Question 5 options:

A) 

sales promotion

B) 

interactive marketing

C) 

direct marketing

D) 

events and experiences

E) 

publicity

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Question 6 (4 points)

 Question 6 Unsaved

________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

Question 6 options:

A) 

Publicity campaigns

B) 

Trade promotions

C) 

Events and experiences

D) 

Public relations

E) 

Advertisements

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Question 7 (4 points)

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Personal influence carries especially great weight when products are inexpensive, risk-free, or purchased frequently.

Question 7 options:

True

False

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Question 8 (4 points)

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Which of the following is a sales promotion tool that is consumer franchise building in nature?

Question 8 options:

A) 

price-off packs

B) 

contests and sweepstakes

C) 

consumer refund offers

D) 

trade allowances

E) 

frequency awards

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Question 9 (4 points)

 Question 9 Unsaved

Which of the following is an example of a trade promotion?

Question 9 options:

A) 

free samples

B) 

discount coupons

C) 

display allowances

D) 

contests for sales reps

E) 

premiums

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Question 10 (4 points)

 Question 10 Unsaved

________ is the number of times the average buyer buys a product during the period.

Question 10 options:

A) 

Buyer turnover

B) 

Purchase frequency

C) 

Customer retention rate

D) 

Advertising impressions

E) 

Total number of exposures

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Question 11 (4 points)

 Question 11 Unsaved

Dominant brands offer sales promotion deals less frequently because most deals subsidize only current users.

Question 11 options:

True

False

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Question 12 (4 points)

 Question 12 Unsaved

Print advertising, newspapers and magazines, is generally acknowledged as the most powerful advertising medium.

Question 12 options:

True

False

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Question 13 (4 points)

 Question 13 Unsaved

Under which of the following conditions is the reach of media the most important factor in media selection?

Question 13 options:

A) 

when introducing frequently purchased brands

B) 

when going into a defined target market

C) 

when launching extensions of well-known brands

D) 

when there are strong competitors to a brand

E) 

when there is high consumer resistance to the product

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Question 14 (4 points)

 Question 14 Unsaved

Which of the following is NOT a benefit of a social media presence for a brand?

Question 14 options:

A) 

Social media allows marketers to establish a public voice and presence online.

B) 

Social media can cost-effectively reinforce other communication activities.

C) 

Social media can encourage companies to stay innovative and relevant.

D) 

Social media can be used to build or tap into online communities.

E) 

Social media allows companies to have a short-term focus.

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Question 15 (4 points)

 Question 15 Unsaved

Which of the following is NOT one of the steps that can improve the likelihood of starting positive buzz?

Question 15 options:

A) 

Identify underserved, inactive individuals and devote extra effort to them.

B) 

Supply key people with product samples.

C) 

Work through community influentials.

D) 

Develop word-of-mouth referral channels to build business.

E) 

Provide compelling information that customers want to pass along.

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Question 16 (4 points)

 Question 16 Unsaved

To monitor the Gatorade brand on social networks around the clock, ________ created a Mission Control Center - set up like a broadcast television control room - in the middle of the marketing department in its Chicago headquarters.

Question 16 options:

A) 

Coca-Cola

B) 

Cadbury Schweppes

C) 

PepsiCo

D) 

P&G

E) 

Nestlé

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Question 17 (4 points)

 Question 17 Unsaved

Which of the following increases the likelihood a brand is discussed in face-to-face, oral communications?

Question 17 options:

A) 

brand novelty

B) 

brand salience

C) 

brand excitement

D) 

brand surprise

E) 

brand edginess

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Question 18 (4 points)

 Question 18 Unsaved

Social media play a key role in earned media.

Question 18 options:

True

False

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Question 19 (4 points)

 Question 19 Unsaved

________ is a form of online word of mouth, or "word of mouse," that encourages consumers to pass along company-developed products and services or audio, video or written information to others online.

Question 19 options:

A) 

Viral marketing

B) 

Guerrilla marketing

C) 

Microsite marketing

D) 

Interstitial marketing

E) 

Public relations

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Question 20 (4 points)

 Question 20 Unsaved

In 2010, three top B-to-B ________ were Thermo Scientific lab and research supplies ($10.8 billion), Henry Schien dental, medical, and vet supplies ($7.5 billion) and WESCO International electrical and industry maintenance supplies ($5 billion).

Question 20 options:

A) 

inbound telemarketers

B) 

catalog sellers

C) 

outbound telemarketers

D) 

infomercial marketers

E) 

mobile marketers

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Question 21 (4 points)

 Question 21 Unsaved

Which of the following sales positions is most likely to have fixed compensation?

Question 21 options:

A) 

an FMCG salesperson selling to supermarkets

B) 

a salesperson who handles the industrial customers

C) 

an insurance agent who works part time

D) 

a service representative in charge of handling incoming customer queries

E) 

a telemarketer calling up existing customers to bring in additional sales

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Question 22 (4 points)

 Question 22 Unsaved

Key indicators of sales performance include all of the following EXCEPT ________.

Question 22 options:

A) 

average number of sales calls per salesperson per day

B) 

average revenue per sales call

C) 

advanced marketing cost per sales call

D) 

average cost per sales call

E) 

entertainment cost per sales call

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Question 23 (4 points)

 Question 23 Unsaved

When Saul asks his client, "What system are you using to invoice your customers?" he is asking a ________ question.

Question 23 options:

A) 

situation

B) 

speculation

C) 

problem

D) 

need-payoff

E) 

implication

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Question 24 (4 points)

 Question 24 Unsaved

Compensation plans may need to vary depending on the type of salespersons. Which type of salesperson benefits from no ceiling or caps on commissions, overachievement commissions for exceeding quotas, and prize structures that allow multiple winners?

Question 24 options:

A) 

stars

B) 

core performers

C) 

dogs

D) 

cash cows

E) 

laggards

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Question 25 (4 points)

 Question 25 Unsaved

A salesperson performing over-the-counter sales in a medical store can be referred to as a(n) ________.

Question 25 options:

A) 

order taker

B) 

demand creator

C) 

solution vendor

D) 

phisher

E) 

missionary

Bottom of Form

Module 7: Communicating Value covers four chapters:

*Chapter 19:  Designing and Managing Integrated Marketing Communications

*Chapter 20:  Managing Mass Communications:  Advertising, Sales Promotions, Events and Experiences, and Public Relations.

*Chapter 21:  Managing Digital Communications:  Online, Social Media, and Mobile

*Chapter 22:  Managing Personal Communications:  Direct and Database Marketing and Personal Selling.

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