Seaport BUS C150 Final Exam

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Seaport BUS C150 Final Exam-15th Ed.Question1: In the AIDA concept, the D indicates:a. delivery of the promotional message.b. decoding the message.c.desire for the product being promoted.d. decision to listen to the message.Question2: Atwhich level of brand loyalty is advertising often used heavily to promote aproduct?a. Brand recognitionb. Brand preferencec. Brand insistenced. Brand equityQuestion3: When potential buyers of a product are dispersed geographically, a pullingpromotional strategy should lay emphasis on:a. advertising.b. personal selling.c. publicity.d. public relations.Question4: An example of a company that relies heavily on direct selling is:a. Compaq.b. Goodyear Corporation.e. Amway.d. GeneralMotors.Question5: Public service announcements are:a. costly for nonprofit organizations to broadcast.b. ads that generate awareness or educate the public.c. any type of information released by a public relations department.d. media ads that promote medical products.Question6: Marketing channels play a key role in marketing strategy because they:a. provide criteria for promotional expenditures.b. provide the means by which products move from producer to ultimate user.c. allow more participants to contribute to the economy.d. reduce the distribution channel length.Question7: Vending machines are an example of:a. automatic merchandising,b. Internet retailing.c. telemarketing.d. direct selling.Question8: To grow profitably in acompetitive environment, a wholesaler must:a, cut costs in every possible area.

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b. make as many tying agreements as possible.c. be the exclusive distributor of most products.d. provide better service at a lower cost than manufacturers or retailers can do themselves.Question9: The process of collecting information about the external marketing environment iscalled:a. environmental management.b.marketing research.c. marketing management.d. environmental scanning.Question10: Which of the following is a reason why sponsorships have grown in popularity inthe last ten years?a. Greater media coverage of sponsored eventsb. Legal restrictions on other forms of promotionc. Declining costs of traditional advertisingd. Inability of other forms of promotion to target specific marketsQuestion11: The function of informing, persuading, and influencing the consumer's purchasedecision is called:a. salesmanship.b. advertising.e. promotion.d. communication.Question12: Brand recognition as a stage of brand loyalty occurs when:a.the product becomes familiar to the consumer.b. the consumer insists on purchasing that brand even at higher prices.c. the consumer sees or recognizes the product and chooses it over its competition.d. the product offers adistinct price advantage to its consumers over its nearest rivals,Question13: Because direct marketing is interactive, it:a.focuses more on promoting the company’s goodwill and educating consumers about the firm.b. allows marketers so tailor individual responses to meet consumers’ needs.c. is not very effective in reaching a wide audience.d. is very informal and its effectiveness is difficult to measure.Question14: In the 1950s, discount stores delivered lower prices in exchange for:a. higher profitsb. reduced servicesc. lower inventoriesd. continued patronageQuestion15: The two critical components of distribution strategy are _____ and _____.a. marketing channels; logistics and supply-chain managementb. physical distribution; relationship marketingc. location; cost

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d. warehousing transportationQuestion16: Which of the following is a means of conducting a personal selling effort?a. Ads displayed on billboardsb. Television adsc. Newspaper adsd. VideoconferencingQuestion17: Which promotional tool would more likely be used by a company adopting a pushstrategy of product promotion?a. Print and TVadvertisingb. Testimonials and product samplingc. Cooperative advertising and sales incentivesd. Coupons and rebatesQuestion18: Business purchasers usually prefer to buy from:a. agents.b. retailers.c. wholesalers.d. manufacturers.Question19:Jim stops at the local convenience store on his way home to buy a six-pack of beer.He goes in thinking he will purchase his usual brand, but ends up buying another because it is onsale. What stage of brand loyalty is Jim presently at?a. Brand insistenceb. Brand awarenessc. Brand preferenced. Brand recognitionQuestion20: A global brand generally is defined as:a. one that has production facilities in two or more non-home countries.b. one that sells at least 20 percent outside its home country.c. one that uses regional branding for essentially the same product.d. one that is recognizable across the world by its unique trademark.Question21: An effective promotional strategy designed to influence a retailer or wholesaler tocarry a new brand would be a(n) _____ strategy.a. pullingb. channel influencec. pushingd. brand managementQuestion22: The Kirkland brand is owned by Costco, and the products can only be purchased atCostco stores. Costco contracts with manufacturers to produce andpackage products under theKirkland name. This arrangement is called:a. family branding.b. individual branding.

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c. generic branding.d. private branding.Question23: Which of the following is the most frequently used form of direct marketing?a. Direct response retailingb.Online retailingc. Telemarketingd. Direct mailQuestion24: Which statement concerning telemarketing is correct?a. It has been unaffected by the Do Not Call Registry.b. It remains the most frequently used form of directmarketing.c. Telemarketers are not required to transmit their Caller ID information.d. Telemarketers arc allowed to send recorded messages to all prospective customers.Question25: Generic products are:a.characterized by plain labels, little or no advertising, and no brand names.b. identified through a brand name owned by a manufacturer or other producer.c. typically national brands sold exclusively by a single retail chain.d. identified through a brand name owned by a wholesaler or retailer.Question26: After identifying a target market, a retailer must:a. develop marketing strategies to attract chosen customers to its stores.b. apply a standardized marketing strategy to attract customers from outside the target market.c. concentrate on determining the ideal levels of inventory to be maintainedd. segment the market based on factors such as family income and customer lifetime value.Question27: The added value that a certain brand name gives to a product in the marketplace iscalled brand:a.knowledgeb. esteemc. recognitiond. equityQuestion28: Which of the following retailers is an exception to the wheel of retailing?a. Discount storesb. Supermarketsc. Catalog retailers’d. Convenience food storesQuestion29: An offering within a product line, such as a specific size of liquid detergent, isknown as a(n) _____.a. universal product codeb. price look-up codec. stock-keeping unitd. universal resource locator

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Question30: Patricia calls a firm's 800 number and expresses herreaction to a recent televisionad. This is an example of:a. Feedback.b.noise.c. encoding.d. decoding.Question31: Guerrilla marketing can best be described as:a. a defensive strategy that places counter-advertising in a market targeted against strongcompetitive products.b.free promotion initiated by fans, loyal customers, or other interested product usersc. a relatively new approach to promotion that avoids orthodox media and attempts to findinnovative, low-cost ways to reach a targetMarkeld. any negative campaign against a product or a company because of poor performance, initiatedby angered consumers who share experiences on blogs and message boards.Question32: The _____ is at the heart of integrated marketing communications.a. productb. brandc. organizationd. customerQuestion33: Which group of activities is considered to be a form of sales promotion?a Personal selling. advertisingb. Telemarketing. publicityc. Coupons, rebatesd. Guerrilla marketing. public relationsQuestion34: Which of the following is a disadvantage of guerrilla marketing?a The innovation involves high cost.b. It can be offensive to members of the target audience.c.The company has no control over the marketing channel it relies on.d It does not work for small companies with low budgets.Question35: A characteristic of a good brand name is that it should:a. avoid any specific connotation relative to product consent.b. be shortand also descriptive of the product or its characteristics.c. hold universal appeal with respect to its customers.d. be pronounced the same in every language.Question36: As a part of the promotional campaign for a product, online video clips help to:a. show how homogeneous the product is.b. enhance personalselling.c. provide information.d. improve product placement.

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