MKT 4.05-4.08

Which is a benefit to businesses’ positive word-of-mouth communication?

• A Increased product mix

• B Decreased advertising costs

• C Increased sales

• D Decreased operating expense

Alexandria has been using Look-So-Good cosmetics for several years and would not consider changing brands. In fact, Alexandria likes the cosmetics so much that she has become an advocate for the cosmetic company. She tells everyone about the features and benefits of Look-So-Good products, and encourages them to try the cosmetics. Which type of word-of-mouth marketing is Alexandria using?

• A Mobile marketing

• B Organic marketing

• C Shill marketing

• D Virtual marketing

Which communication channels is a corporation's public-relations departmentmost likely to use to maintain positive relationships with shareholders?

• A Press releases, online social networks, and print advertisements

• B Newsletters, annual reports, and the company's web site

• C News conferences, consumer blogs, and employee manuals.

• D Policy manuals, commercials, and sponsorships

The use of communications channels in public-relations activities is an important part of which action?

• A Targeting customers

• B Marketing products

• C Advertising an image

• D Providing information

Ben recently purchased a cellular telephone. The manufacturer provided a form and a special code with the telephone's packaging. Ben completed the form, copied his sales receipt, and mailed these items back to the manufacturer along with the part of the packaging that contained the special code. Within six weeks, Ben received a $50 check from the telephone manufacturer. Which type of sales-promotion technique was used?

• A Warranty

• B Coupon

• C Sweepstakes

• D Rebate

Which is a common communications channel used in public relations?

• A Billboards

• B Trade shows

• C Product displays

• D Press releases

The reason for using certain communications channels, such as coupons, in sales promotion is to accomplish which goal?

• A Create long-term demand

• B Generate an immediate response

• C Persuade customers to remain loyal

• D Advertise a new product

During one scene of a popular television show, an actor pours a box of brand-name cereal into a bowl and begins to eat it. What does this exemplify?

• A Brand awareness

• B Product placement

• C Brand identification

• D Product programming

Which characteristic of useful marketing information is represented by the statement, 'The benefits of using the information should be greater than the expense of gathering the data used to generate this information'?

• A Timeliness

• B Accessibility

• C Relevancy

• D Cost-effectiveness

In planning marketing activities and in making marketing decisions, marketers use a variety of data gathered by which component?

• A Inventory control system

• B Double-entry bookkeeping system

• C File of employee records

• D Marketing-information management system