____
a.
b.
c.
d.
e.
480.
Encoding
Receiving
Decoding
Channeling
Promotion
_____ is the interpretation of the language and symbols sent by the source through a channel.
____
a.
b.
c.
d.
e.
486.
AIDA stands for:
Attitude-Interest-Demand-Activity
Attention-Interest-Desire-Action
Awareness-Intent-Demand-Action
Avoidance-Interest-Desire-Acceptance
Attitudes-In-Developing-Acquisitions
____
483.
Why is the concept of integrated marketing communications (IMC) growing in popularity?
a.
The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task.
b.
The mass market has fragmented.
c.
Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient.
d.
Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and
that are more easily measured.
e.
All of the above statements help to explain why IMC is growing in popularity.
____
505.
specific good or service.
a.
publicity
b.
cooperative
c.
advocacy
d.
institutional
e.
product
Unlike advertising that establishes or maintains a company's identity, _____ advertising touts the benefits of a
____
518.
_____ measures the number of different target consumers who are exposed to a commercial at least once.
.
a. Noise level
.
b. Frequency
c.
c. Reach
d. Duplication
e. Cost per contact
____
522.
The Clearly Can Corporation sponsored a citywide litter pickup contest and sent all the proceeds from recycling the
collected cans to a local charity. The event was so popular that the local newspaper took pictures for the front page, and every local news station
carried a story about Clearly Can's community activities. The newspaper pictures and the news stories exemplify:
a.
sales promotion
b.
advertising
c.
demarketing
d.
personal selling
e.
publicity
____
541.
_____ are promotional exhibits set up at the retailer's location to build traffic, advertise the product, or induce
impulse buying and are targeted to consumers.
a.
Point-of-purchase displays
b.
Trade shows
c.
Premiums
d.
Push monies
e.
Freestanding inserts
____
542.
British Airways hires "roadrunners" (salespeople) with the goal of becoming partners and problem solvers for their
corporate clients. BA roadrunners strive to build long-term relationships with key accounts by developing trust over time. The roadrunners are
practicing:
a.
relationship promotion
b.
consultative selling
c.
adaptive selling
d.
response selling
e.
stimulus buying
____
a.
b.
c.
d.
e.
576.
Revenues
Investments
Costs
Profits
Prices
_____ pay for every activity of the company.
____
584.
Critics claim that Bank ATMs take advantage of the _____ of customers who suffer a poverty of time and need
the convenience.
a.
elasticity of demand
b.
inelastic demand schedule
c.
unitary supply and demand
d.
ROI characteristics
e.
supply characteristics
____
a.
b.
c.
d.
e.
607.
A company's pricing strategy should do all of the following EXCEPT:
give direction for price movements over the product life cycle
define the initial price
ignore the targeting and positioning strategy of the company
set a competitive price
interact with the other elements of the marketing mix
____
616.
Gregor owns a catering business. He will often sell essentially the same wedding cake to different customers at
very different prices. Gregor uses:
a.
two-part pricing
b.
an illegal pricing policy
c.
flexible pricing
d.
bait and switch
e.
price lining
CASE. The pricing approach practiced by the Toronto Blues Jays is best described as
a. Single-price
b. Flexible price
c. Skimming
d. Penetration
e. Price lining
____
http://www.swcollege.com/marketing/lamb/marketing_6e/lamb.html
Which of the following statements about the
financial implications of the Internet is true?
a.
The implementation of Internet technology in some industries has reduced inventory and its associated holding costs.
b.
Only large multinational companies have benefited from the implementation of Internet technology.
c.
There is no competitive advantage to be gained by embracing Internet technology.
d.
High barriers to entry have prevented many company from embracing Internet technology.
e.
All of the above statements about the financial implications of the Internet are true.
____
http://www.swcollege.com/marketing/lamb/marketing_6e/lamb.html
_____ advertisements appear in separate browser
windows while you wait for the main Web page to appear on the screen. They often use sophisticated graphics or other special media effects to
attract your attention.
a.
Button
b.
Spatial
c.
Multi-media
d.
Banner
e.
Interstitial
____
a.
b.
c.
d.
e.
642.
The basic goal of one-to-one marketing is to:
increase the market for the product category
eliminate the use of mass media for promotion
increase operating costs
reduce the number of company employees
increase the marketer's share of each customer's business
____
648.
Natural Foods Inc. lets their customers select their favorite departments. Each shopper gets a bar-coded discount
card that awards points for purchases throughout the store. Once the customer collects enough points, Natural Foods issues a 10 percent discount
in the shopper's department of choice. This shows how one-to-one marketing communication:
a.
offers personalized messages to customers
b.
uses mass marketing
c.
increases knowledge about the competition
d.
creates transactional relationships
e.
develops a compiled list
____
a.
b.
c.
d.
e.
663.
_____ is the process of using statistical analysis to detect relevant purchasing behavior patterns in a database.
Customer manipulation
Predictive modeling
Data mining
Lifetime value analysis
Causal research
CASE. Sometimes perceptions outweigh facts but the fact is that the proportion of e-commerce that is B2B is about ________ of the total.
a. 20%
b. 40%
c. 60%
d. 90%
e. None of the above is accurate
CASE. The US Military websites showed
a. One-stop shopping for US Armed Forces
b. Distinct differences in look, feel and navigation of the sites
c. Evidence of market segmentation
d. Push approach to promotion
e. B & C are correct