saint MBA565 quiz 6

Question # 00004976 Posted By: neil2103 Updated on: 12/08/2013 08:16 PM Due on: 12/31/2013
Subject Marketing Topic Marketing Tutorials:
Question
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1.A(n) ________ appeal elaborates on a non-product-related benefit or image when advertising a product or service. (Points : 5)

informational
destructive
involving
creative
transformational

Question 2. 2.One of the advantages of television is that it combines sight, sound, and motion, appealing to the senses, high attention, and high reach. One of the disadvantages of television is its ________. (Points : 5)

use of the "remote control" to zap through commercials
high clutter
cable channels
fragmented markets
censorship possibilities

Question 3. 3.________ is the specialized knowledge that the communicator possesses to back the advertising claim. (Points : 5)

Likeability
Source
Expertise
Trustworthiness
Faith

Question 4. 4.Effective salespeople have more than instinct; they are trained in methods of ________ and ________. (Points : 5)

profitability; analysis
analysis; customer management
customer management; time management
pricing; time management
time; territory management

Question 5. 5.The most important source of information about reps is sales reports. Sales reports are divided between activity plans and ________. (Points : 5)

call reports
written objectives
daily plans of action
activity reports
write-ups of activity results

Question 6. 6.Messages delivered by attractive or popular sources can potentially achieve higher attention and recall. What is important is the spokesperson's credibility. Source credibility consists of trustworthiness, likability, and ________. (Points : 5)

celebrity status
experience
expertise
age
reputation

Question 7. 7.Direct-mail prospects can be identified on the basis of such variables as age, sex, income, education and ________. (Points : 5)

banking practices
previous mail-order purchases
previous purchases
response to mail-order catalogs
telemarketing response

Question 8. 8.The main advantage of nontraditional media is that a very precise and-because of the nature of the setting involved-captive audience often can be reached in a ________ manner. (Points : 5)

new
effective
cost-effective
targeted
individualized

Question 9. 9.Personal communications channels derive their effectiveness through ________ presentation and feedback. (Points : 5)

effective
group
canned
individualized
persuasion

Question 10. 10.The ________ involves correlating past sales to past advertising expenditures using advanced statistical techniques in an effort to measure the sales impact of a given promotional campaign. (Points : 5)

historical approach
experimental design approach
humanist approach
target exposure rate approach
pulsing approach

Question 11. 11.When a relationship management program is properly implemented, the organization will begin to focus as much on managing its customers as on managing its ________. (Points : 5)

finances
products
personnel
markets
brands

Question 12. 12.Sales promotions tools offer three distinctive benefits to marketers. Among these benefits are communication, invitation, and ________. (Points : 5)

credibility
impersonality
exclusion
inclusion
incentive

Question 13. 13.An effectively trained company sales force can make four important contributions: enthusiasm building, missionary selling, key account management, and ________. (Points : 5)

customer contacts
relationship selling
direct sales contacts
increased stock position
account management

Question 14. 14.Companies must consider several factors in developing their communications mix: type of product market, consumer readiness to make a purchase, and the stage in the ________. (Points : 5)

product life cycle
marketing mix
advertising mix
buying process
none of the above

Question 15. 15.Marketing managers must prepare implementation and control plans that cover the various elements of the sales promotion program. ________ is the time necessary to prepare the program prior to launching it. (Points : 5)

Sell-in time
Pretesting
Duration
Lead time
Forwarding

Question 16. 16.Marketing functions must be coordinated to ensure ________ among communications tools. (Points : 5)

significant costs
power
importance
incremental costs
substitutability

Question 17. 17.Salespeople need to know how to recognize closing signs from the buyer, including physical actions, statements or comments, and ________. (Points : 5)

products
questions
concerns
actions
objections

Question 18. 18.Call centers that initiate calls to prospects and customers are called _________. (Points : 5)

teleprospecting
telesales
telecoverage
outbound telemarketing
inbound telemarketing

Question 19. 19.Advertising objectives can be classified according to whether their aim is to inform, persuade, remind, or ________. (Points : 5)

create interest
purchase
create demand
reinforce
introduce

Question 20. 20.Marketers are using creative and unexpected ad placements to grab consumers' attentions in ________ advertising. (Points : 5)

market-specific
customer-specific
space
nontraditional
place

1.A(n) ________ appeal elaborates on a non-product-related benefit or image when advertising a product or service. (Points : 5)

informational
destructive
involving
creative
transformational

Question 2. 2.One of the advantages of television is that it combines sight, sound, and motion, appealing to the senses, high attention, and high reach. One of the disadvantages of television is its ________. (Points : 5)

use of the "remote control" to zap through commercials
high clutter
cable channels
fragmented markets
censorship possibilities

Question 3. 3.________ is the specialized knowledge that the communicator possesses to back the advertising claim. (Points : 5)

Likeability
Source
Expertise
Trustworthiness
Faith

Question 4. 4.Effective salespeople have more than instinct; they are trained in methods of ________ and ________. (Points : 5)

profitability; analysis
analysis; customer management
customer management; time management
pricing; time management
time; territory management

Question 5. 5.The most important source of information about reps is sales reports. Sales reports are divided between activity plans and ________. (Points : 5)

call reports
written objectives
daily plans of action
activity reports
write-ups of activity results

Question 6. 6.Messages delivered by attractive or popular sources can potentially achieve higher attention and recall. What is important is the spokesperson's credibility. Source credibility consists of trustworthiness, likability, and ________. (Points : 5)

celebrity status
experience
expertise
age
reputation

Question 7. 7.Direct-mail prospects can be identified on the basis of such variables as age, sex, income, education and ________. (Points : 5)

banking practices
previous mail-order purchases
previous purchases
response to mail-order catalogs
telemarketing response

Question 8. 8.The main advantage of nontraditional media is that a very precise and-because of the nature of the setting involved-captive audience often can be reached in a ________ manner. (Points : 5)

new
effective
cost-effective
targeted
individualized

Question 9. 9.Personal communications channels derive their effectiveness through ________ presentation and feedback. (Points : 5)

effective
group
canned
individualized
persuasion

Question 10. 10.The ________ involves correlating past sales to past advertising expenditures using advanced statistical techniques in an effort to measure the sales impact of a given promotional campaign. (Points : 5)

historical approach
experimental design approach
humanist approach
target exposure rate approach
pulsing approach

Question 11. 11.When a relationship management program is properly implemented, the organization will begin to focus as much on managing its customers as on managing its ________. (Points : 5)

finances
products
personnel
markets
brands

Question 12. 12.Sales promotions tools offer three distinctive benefits to marketers. Among these benefits are communication, invitation, and ________. (Points : 5)

credibility
impersonality
exclusion
inclusion
incentive

Question 13. 13.An effectively trained company sales force can make four important contributions: enthusiasm building, missionary selling, key account management, and ________. (Points : 5)

customer contacts
relationship selling
direct sales contacts
increased stock position
account management

Question 14. 14.Companies must consider several factors in developing their communications mix: type of product market, consumer readiness to make a purchase, and the stage in the ________. (Points : 5)

product life cycle
marketing mix
advertising mix
buying process
none of the above

Question 15. 15.Marketing managers must prepare implementation and control plans that cover the various elements of the sales promotion program. ________ is the time necessary to prepare the program prior to launching it. (Points : 5)

Sell-in time
Pretesting
Duration
Lead time
Forwarding

Question 16. 16.Marketing functions must be coordinated to ensure ________ among communications tools. (Points : 5)

significant costs
power
importance
incremental costs
substitutability

Question 17. 17.Salespeople need to know how to recognize closing signs from the buyer, including physical actions, statements or comments, and ________. (Points : 5)

products
questions
concerns
actions
objections

Question 18. 18.Call centers that initiate calls to prospects and customers are called _________. (Points : 5)

teleprospecting
telesales
telecoverage
outbound telemarketing
inbound telemarketing

Question 19. 19.Advertising objectives can be classified according to whether their aim is to inform, persuade, remind, or ________. (Points : 5)

create interest
purchase
create demand
reinforce
introduce

Question 20. 20.Marketers are using creative and unexpected ad placements to grab consumers' attentions in ________ advertising. (Points : 5)

market-specific
customer-specific
space
nontraditional
place

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