Chapter 15: Quiz 15 In Tutorial Library
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TITLE: Chapter 15: Quiz 15
UNIVERSITY / INSTITUTE: Purdue University
CLASS / COURSE: MGMT 324 Marketing Management
QUESTION DESCRIPTION:
This tutorial has Quiz 1 of course MGMT 324 Marketing Managment of Purdue University.
1. Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's
Student Response Value Correct Answer Feedback
A. cooperative advertising.
B. decoding strategy.
C. message center.
D. promotional elements.
E. communication source.
2.
Personal selling is
Student Response Value Correct Answer Feedback
A. a nonpersonal, indirectly paid presentation of an organization, service, or product.
B. a short-term inducement of value offered to arouse interest in buying a good or service.
C. the preferred method for placing nonpersonal promotions for a company and/or its products.
D. a paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor.
E. the two-way flow of communication between a buyer and a seller, designed to influence a person's or group's purchase decision. 100%
3. __________ is a nonpersonal, indirectly paid presentation of an organization, good, or service that can take the form of a news story, editorial, or product announcement.
Student Response Value Correct Answer Feedback
A. Direct sales
B. Publicity
C. Direct marketing
D. Public service announcement
E. Personal selling
4. The lack of __________ is a disadvantage of publicity.
Student Response Value Correct Answer Feedback
A. credibility
B. control
C. exposure
D. intuitive reasoning
E. color
5. Like personal selling, __________ has the advantage of being customized to match the needs of specific target markets. Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.
Student Response Value Correct Answer Feedback
A. direct marketing
B. advertising
C. a sales promotion
D. publicity
E. a public service announcement
6. Which promotional element is particularly important to business buyers?
Student Response Value Correct Answer Feedback
A. advertising
B. personal selling
C. publicity
D. sales promotion
E. rebates
7. Informing the consumer is the promotional objective during which stage of the product life cycle as shown in Figure 15-3 above?
Student Response Value Correct Answer Feedback
A. introduction
B. growth
C. maturity
D. decline
E. all of the above
8. Cake mix is in the maturity stage of its product life cycle. A manufacturer selling cake mixes would most likely use advertising to
Student Response Value Correct Answer Feedback
A. create product category awareness.
B. differentiate one type of dessert from another.
C. create selective distribution channels.
D. reposition cake mixes.
E. remind buyers of a product's existence. 100%
9. At which stage of the product life cycle is the least amount of money spent on the promotional mix?
Student Response Value Correct Answer Feedback
A. growth
B. harvesting
C. maturity
D. decline
E. divestment
10. A pull strategy occurs when
Student Response Value Correct Answer Feedback
A. a manufacturer advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide promotional and advertising campaigns.
B. a manufacturer forces a retailer to promote its product by placing national brand ads in local newspapers.
C. a manufacturer directs its promotional mix at ultimate consumers to encourage them to ask retailers for the product. 100%
D. a manufacturer directs the promotional mix toward channel members to gain their cooperation in ordering and stocking its product.
E. the charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
11. In the hierarchy of effects, awareness is defined as
Student Response Value Correct Answer Feedback
A. the consumer's ability to recognize and remember the product or brand name. 100%
B. the consumer's appraisal of the product or brand on important attributes.
C. an increase in the consumer's desire to learn about some of the features of the product or brand.
D. a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.
E. the consumer's first actual purchase and use of the product or brand.
12. In the hierarchy of effects, trial is defined as
Student Response Value Correct Answer Feedback
A. the consumer's ability to recognize and remember the product or brand name.
B. the consumer's appraisal of the product or brand on important attributes.
C. an increase in the consumer's desire to learn about some of the features of the product or brand.
D. a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.
E. the consumer's actual first purchase and use of the product or brand. 100%
13. Pauline received a postcard from a local antique mall. The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day. The antique mall was using the postcard for
Student Response Value Correct Answer Feedback
A. direct order fulfillment.
B. lead generation.
C. traffic generation.
D. indirect order consignment.
E. first-mover advantage.
14. The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs are often the result of __________
Student Response Value Correct Answer Feedback
A. accurately estimate costs of tasks.
B. identifying appropriate objectives.
C. accurately estimating what task will accomplish each objective.
D. insight regarding consumer's interests and purchasing behavior. 100%
E. insight regarding task performance.
15. Which of the following statements about executing and assessing the promotion program is true?
Student Response Value Correct Answer Feedback
A. The most sophisticated pretests and posttests are used with public relations.
B. Most IMC programs rely on posttests and use no pretests.
C. The most sophisticated pretests and posttests have been developed for advertising. 100%
D. The ideal IMC program does not need any evaluation if it is executed according to plan.
E. Most IMC programs rely on pretests and use no posttests.
SOLUTION DESCRIPTION: Completed Solution is attached. Click on Buy button and then download file to get full solution.
SUBJECTS / CATEGORIES:
1. Marketing
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