M
MULTIPLE CHOICE
1. _____ is communications by marketers that inform, persuade, and remind potential buyers of a product in order to influence an opinion or elicit a response.
a. | Distribution |
b. | Price |
c. | Research and development |
d. | Promotion |
e. | Publicity |
2. Toni is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. Toni is developing a:
a. | promotional strategy |
b. | set of promotion goals |
c. | marketing mix |
d. | communication mix |
e. | selling plan |
3. Microsoft used an optimum mix of advertising, personal selling, public relations, and sales promotion to communicate with its target audience for Windows 2000. Microsoft's plan to use these tools made up its:
a. | mass communication mix |
b. | promotional strategy |
c. | selling plan |
d. | marketing mix |
e. | strategic goals |
4. The main function of promotion is to:
a. | convince the consumers a firm's products offer differential advantages over those of its competition |
b. | find a niche in the marketplace for the firm and its products |
c. | provide the firm with research information about the success of its marketing effort |
d. | ensure smooth distribution channels |
e. | have control over the length of the stages of the product life cycle |
5. A _____ is defined as a set of unique features of a company and its products perceived by the target market as significant and superior to the competition.
a. | comparative advantage |
b. | differential advantage |
c. | unique selling proposition |
d. | special benefit |
e. | promotional plan |
6. The Racer's Bicycle Company manufactures racing bicycles that are clearly superior to the competition in terms of weight, durability, and aerodynamics. Racer's advertising emphasizes this:
a. | publicity result |
b. | marketing mix |
c. | differential advantage |
d. | communications model |
e. | sales promotional theme |
7. The manufacturer of Secret Deodorant states that the deodorant is "strong enough for a man, but made for a woman." This is an example of how a product creates a:
a. | unique selling proposition |
b. | comparative advantage |
c. | differential advantage |
d. | special benefit |
e. | promotional theme |
8. The four major promotional tools (advertising, personal selling, sales promotion, and public relations) are known as the:
a. | communication model |
b. | advertising campaign |
c. | marketing mix |
d. | publicity four |
e. | promotional mix |
9. The promotional mix consists of:
a. | advertising, publicity, direct marketing, and personal selling |
b. | advertising campaigns |
c. | product, promotion, price, and place |
d. | advertising, personal selling, sales promotion, and public relations |
e. | advertising, telemarketing, and publicity |
10. _____ is any form of sponsor-identified, paid, mass communication.
a. | Advertising |
b. | Publicity |
c. | Promotion |
d. | Public relations |
e. | Nonpaid communication |
11. A local exterminator uses the image of a large dead cockroach to communicate its service. The pictures of the dead insect appear on transit cards throughout the community. This is a form of:
a. | implicit communications |
b. | publicity |
c. | sales promotion |
d. | public relations |
e. | advertising |
12. Which of the following statements about advertising is true?
a. | The total costs of advertising are typically low. |
b. | The signs on the outsides of buses and taxis are not a form of advertising. |
c. | The cost per contact in advertising is low. |
d. | Innovative media are not used in advertising. |
e. | Advertising is any form of communication in which the sponsor is identified. |
13. The marketing function that evaluates public attitudes, identifies areas within the organization that are of public interest, and executes a program of action to gain public understanding is:
a. | public relations |
b. | advertising |
c. | mass communications |
d. | personal selling |
e. | sales promotion |
14. When Disney sent a model of Sleeping Beauty's Palace around Europe, and leading television stations in Britain, France, Germany, Italy, and Spain offered live broadcasts of EuroDisneyland's official opening celebration, Disney was experiencing the effects of its:
a. | advertising and personal selling efforts |
b. | strategic product promotions and resulting sales |
c. | target marketing strategy |
d. | sales promotion efforts |
e. | public relations strategy and resulting publicity |
15. Public information about a company, good, or service appearing in the mass media as a news item is:
a. | personal selling |
b. | advertising |
c. | mass communications |
d. | publicity |
e. | sales promotion |
16. Publicity:
a. | will never damage a company because it performs the information task of promotion |
b. | is free communication |
c. | is not persuasive with customers |
d. | has to be purchased with the mass media used |
e. | has many internal costs to the company associated with it |
17. _____ consists of marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows.
a. | Sales promotion |
b. | Public relations |
c. | Personal selling |
d. | Advertising |
e. | Publicity |
18. Most large warehouse membership clubs give away free samples of the packaged foods sold in their stores. This is a form of:
a. | public relations |
b. | sales promotion |
c. | personal selling |
d. | advertising |
e. | publicity |
19. Frank's RedHot hot sauce created a "Sing the Blues" contest. Participants were asked to write original lyrics about Frank's RedHot set to their favorite tune and submit to the manufacturer. The writer of the winning song received a free all-expense paid trip to a House of Blues. This is an example of:
a. | a sales promotion |
b. | a public relations activity |
c. | advertising |
d. | an implicit communication |
e. | personal selling |
20. A planned, face-to-face presentation in a conversation with one or more prospective purchasers for the purpose of making a sale describes:
a. | implicit communication |
b. | personal selling |
c. | mass communication |
d. | public relations |
e. | telemarketing |
