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WorksheetsMarketing Unit 4-MM51
Total questions: 98
Worksheet time: 49mins
Which statement is true about regulating international promotional activities?
Most countries have a system of checks and balances to verify that promotion regulations are fair.
Businesses must submit all promotional materials to the International Ad Coalition for approval.
Governments bear the sole responsibility of monitoring promotional materials and regulations.
A business must understand that the laws governing promotional activities vary by country.
Determine whether the following is a true statement: It is important for the promotional message to be factual
False, it must only be memorable.
True, it should alter facts as necessary.
False, it need not be based on facts.
True, it must be based on facts.
Some governments regulate promotional activities in their countries to protect consumers from
unnecessary media exposure.
inconsistent selling strategies.
deceptive advertising.
unlimited liability
What type of promotion is depicted by a business's one-time announcement of its half price sale in the local newspaper?
Product promotion
Institutional advertising
Free publicity
Sales promotion
Which of the following best describes the relationship of promotion and marketing:
Subsidary
Interrelated
Dependent
One to one
. What is an objective of institutional advertising?
To support personal selling activities
To demonstrate the organization's role in community affairs
To introduce new goods or services
To create customer interest in the company's goods or services
How do competing businesses within the same industry usually react to each other's promotional mixes?
By playing follow the leader
By reducing their promotional budgets
By trying not to outdo each other
By changing distribution channels
What is an example of advertisement stereotyping ?
What is an example of advertisement stereotyping ?
A print ad shows a middle-aged male pouring orange juice for his children.
A magazine ad campaign presents a variety of people who encourage others to drink milk.
A well-known athlete records a PSA that emphasizes the importance of continuing education.
What form of promotion is generally emphasized for complex, technical products sold to industrial users?
Personal Selling
Sales promotion
Publicity
Advertising
What is an example of an external factor that affects promotion?
Reorganization of the business
Increase in a product's price
Government regulation of ads
A change in distribution methods
Why are there specific guidelines for advertising to children?
Research indicated that juvenile offenders watched more advertising on television than the average child.
Children are impressionable, and the wrong kinds of advertising can affect their development.
Parents mounted a campaign against advertisers because their children demanded products they saw advertised.
Children revealed, in focus groups, that while they like watching ads, it doesn't make them behave differently.
How does promotion benefit customers?
Causes them to postpone making buying decisions
Enables them to identify their buying decisions
Helps them to select appropriate products
Requires them to spend more on products
Which advertising message reinforces the concept of materialism?
We make this product by hand and use organic materials.
The government rates our product higher than our competitor's product.
You can increase your social status by purchasing this product
For more information about our line of products, visit our website.
Banner and pop-up ads impact the way audiences receive promotional information. These types of messages exist because of the following technological development
HTMT
Euronet
URL
Internet
What is an example of publicity?
Company news release
Direct mail
Billboard
Company television commercial
Advertising that promotes the support a bank gives to community projects is __________ advertising.
promotional
prestige
institutional
service
How have technological advancements enhanced a small business's ability to promote its products?
Most companies need fewer channels to coordinate and carry out promotional activities.
Small companies now have more money to spend on promotional activities.
Less time and creativity are required to develop effective promotional campaigns.
Information can be communicated by more venues, and messages can be customized.
In which stage of a product's life cycle do promotional activities focus on differences between competing products?
Introductory
Growth
Declining
Introduction
Which of the following situations most accurately depicts a promotional ethical issue in relation to children:
A television commercial portrays preschool-age children eating breakfast
A print ad in a national teen magazine shows a girl modeling fashionable outerwear
A radio spot announces an upcoming concert for preteens during the morning time slot.
A newscast teaser televises graphic film clips of a war zone during prime-time viewing.
What is new technology enabling businesses to create that is impacting the promotion function?
Personalized premiums
Attractive commercials
Publicity campaigns
Individualized messages
. Which of the following is a print promotional medium:
Television
Participation show
Shoppers' guide
Radio
Why are promotional media such as newspapers and television referred to as mass media?
They can direct promotions to a specific audience
They direct promotions to a specific audience.
They reach a lot of people at the same time.
They try to meet the needs of many businesses.
. Which of the following would be used to promote special sales events only to customers who live in a specific location:
Specialty advertising
Suburban newspapers
Radio spots
Utility direct mail
The most important benefit that magazine advertising offers to an advertiser is its ability to
reach a specific geographic area
deliver messages in a timely manner.
target a particular group of consumers
deliver a low-cost message to a target group.
What is an example of out-of-home media?
An infomercial broadcast on a national television network
An eye-appealing card placed in a mailbox
A calendar imprinted with a company's name
An electrical sign located in a high-traffic area
Which of the following advertising media offers the easiest means to evaluate the effectiveness of an advertisement:
Radio
Newspaper
Direct Mail
Television
. What is an example of a successful direct-response advertisement?
A person orders an exercise machine by telephone after viewing an infomercial.
A movie theater shows several previews of new films and video releases.
A popular tourist attraction places a billboard in a remote location.
A local grocer distributes discount coupons to local businesses.
. What is a benefit to businesses of positive word-of-mouth communication?
Increased product mix
Decreased advertising costs
Increased sales
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. What type of word-of-mouth marketing is Alexandria using?
Mobile marketing
Organic marketing
Shill marketing
Virtual marketing
. What is a common thread among all direct advertising strategies?
They try to get consumers' attention by communicating in the most unusual ways possible.
They use a proven creative technique with a strong headline and a little copy.
They communicate with all consumers as one group with common likes and dislikes.
They intend to motivate the consumer to take action.
. A small retail chain that sells specialized products for sports enthusiasts is located in a resort area that receives most of its business during the summer. To increase year-round sales, management wants to use direct-mail advertising. What format should you recommend that the retail chain use?
Computer kiosks
Cable television shopping channels
Box-holder flyers
Niche catalogs
What best describes the goal of amplified word-of-mouth?
Improving the best quality of goods and services the business offers.
Encouraging customers to provide both positive and negative feedback
Building loyal relationships with the customers
Providing information to activists to share with others.
. The reason for using certain communications channels, such as coupons, in sales promotion is to
create long-term demand
generate an immediate response.
persuade customers to remain loyal.
advertise a new product.
What communication channels is a corporation's public-relations department most likely to use to maintain positive relationships with shareholders?
Press releases, online social networks, and print advertisements
Newsletters, annual reports, and the company's web site
News conferences, consumer blogs, and employee manuals.
Policy manuals, commercials, and sponsorships
. What is a common communications channel used in public relations?
Billboards
Trade shows
Product displays
Press releases
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 recieved a $50 check from the telephone manufacturer. What type of sales-promotion technique was used?
Warranty
Coupon
Sweepstakes
Rebate
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?
Brand awareness
Product placement
Brand identification
Product programming
The use of communications channels in public-relations activities is an important part of
targeting customers.
marketing products.
advertising an image.
providing information
. When writing a letter of inquiry, when should you identify the purpose of your letter?
Once the recipient has agreed to meet with you
After describing your company
At the beginning of your letter
After identifying what prompted your inquiry (such as an advertisement)
. What is a reason why a businessperson might write a letter of inquiry?
To forward a document
To acknowledge an order
To request an appointment
To complain about a product
What is an example of marketing information that a business could gather by surveying its customers?
Planned product improvements
The company's current market share
Location of the company's market
Financial status of competitors
What is an internal source of marketing information for a business?
Government planning agencies
Inventory records
Public libraries
Trade journals
. 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"?
Timeliness
Accessibility
Relevancy
Cost-effectiveness
In planning marketing activities and in making marketing decisions, marketers use a variety of data gathered by a(n)
A. inventory control system
B. double-entry bookkeeping system.
C. file of employee records.
D. marketing-information management system
Your company has asked you to make recommendations for new hardware and software to replace the existing marketing-information system. What should you recommend?
A. The largest system available for future expansion
B. Software that is secure and accessible only to you
C. Software that decision makers can use with minimum training
D. Software that everyone in the company can use to collect and process data
What is an important ethical issue involved with the collection and use of marketing information?
A. Adaptability
B. Standardization
C. Confidentiality
D. Commercialization
Why do marketers continue to gather information?
A. Today's consumers are easy to please
B. The marketing environment is constantly changing.
C. Marketers are decreasing their geographic scope
D. Competition in general has decreased.
A major credit card company has hired a marketing-research firm to conduct a survey regarding the use of consumer credit. Would it be considered ethical to use the database information collected in a direct marketing campaign?
A. No, businesses should not undertake any non-research activities involving data collected
B. Yes, the consumers know surveys are just a way to get information for advertising
C. No, the database is probably not a reliable source of marketing information
D. Yes, the credit card company paid for the research and should be able to use it any way it wants
How can researchers protect the integrity of the marketing information they collect?
A. By organizing it logically
B. By reviewing it frequently
C. By publishing it openly
D. By interpreting it correctly
When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of the business's
A. competition
B. situation analysis
C. sales forecasts.
D. profitability.
How can using a database to track its customers' preferences and buying habits help a business?
A. Decreases the need to analyze marketing activities
B. Obtains additional deductions for its semi-annual tax return
C. Reduces unnecessary operational expenses
D. Builds strong, loyal customer relationships
Which of the following is a technology tool that allows a business to observe a customer's Internet activities:
A. Spam
B. Hyperlink
C. Cookie
D. Host
One advantage to marketing-information managers of using the Internet to do research and gather data is that the process is
A. inexpensive.
B. restrictive
C. regulated.
D. protected.
54. Why do many businesses place a cookie on a user's hard drive when the user visits the business's web site?
A. To regulate the user's access to information
B. To make it easy for the user to find the web site
C. To track the number of times the user buys a product
D. To guarantee that the web site is secure
How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?
A. To maintain sales strategies
B. To prepare financial reports
C. To develop inventory control plans
D. To customize its marketing efforts
So a business can retrieve current customer and internal marketing information from a central location, it may use which of the following technological tools
A. Presentation software
B. A database
C. Opt-in e-mail
D. A CAD program
Which situation is an example of SUGGING?
A. A salesperson offers a customer the opportunity to try an expensive product free of charge
B. A telemarketer asks a customer if s/he knows anyone who would want to buy a certain product.
C. A marketer tells a customer that s/he is conducting research and then begins a sales pitch.
D. A business promotes a product by sending samples to its customers without authorization
What is an advantage of using secondary data in a marketing-research project?
A. Less expensive to collect than primary data
B. More up-to-date than primary data
C. Less likely to be available to competitors
D. More relevant than primary data
Which statement about marketing research problems is true?
A. Problems that company decision-makers identify are often just symptoms of larger problems that need to be researched.
B. Company decision-makers typically finalize marketing research problems prior to involving marketing researchers.
C. Marketing research problems are commonly based on specific research objectives and research instruments
D. Marketing research problems are usually only needed when marketing researchers plan to gather external information.
How could a business use marketing-research data it has gathered about the average age, income, educational levels, and spending patterns of area consumers?
A. To identify problems within the business
B. To create a mailing list for the business
C. To develop a profile of the typical customer
D. To establish an appropriate operating budget
What is a benefit of having managers and researchers "on the same page" about the marketing-research problem?
A. It allows the two parties to avoid establishing research objectives.
B. It keeps the business from wasting resources.
C. It ensures favorable results from the study
D. It improves the business's market share.
What is the most significant reason why marketing research is important to businesses?
A. It makes competitors take notice of the business
B. It improves financial management.
C. It contributes to business success.
D. It helps the business to base decisions on opinions.
What research option usually answers questions related to "how many"?
A. Intelligence
B. Quantitative
C. Syndicated
D. Economic
A university is considering changes to its business administration degree. To obtain feedback on the idea from students, the university selects a sample of business majors who are seniors. What type of sampling did the university use?
A. Cluster
B. Proportionate
C. Stratified random
D. Simple
When marketers sampled 100 15-year-old girls, they found that they all were 5 feet 2 inches tall. What type of sampling error contributed to this finding?
A. Non-response
B. Interviewer bias
C. Chance
D. The way the question was asked
A business has identified a sample of the population that it plans to survey to determine who is using their product in a foreign country. What research design should it use?
A. Exploratory
B. Causal
C. Descriptive
D. Experimental
67. What type of research is intended to obtain detailed data about customers' opinions and experiences?
A. Sampling
B. Qualitative
C. Observation
D. Forecasting
What is an example of a secondary source of data that a business can obtain internally?
A. Trade journal
B. Sales report
C. Government web site
D. Magazine article
69. What question does establishing a sampling plan for a research project answer?
A. What type of product to study
B. How many people to survey
C. When to conduct an interview
D. Why the issue is important
The TUV Company wants to conduct marketing research by surveying a sample of its vast customer base. What should companies use to reduce the possibility of bias?
A. Personal interviews
B. Telephone Interviews
C. Referral sampling
D. Random sampling
What research approach do businesses often use to test new product ideas?
A. Questioning
B. Technological
C. Recording
D. Experimental
What type of research would a business conduct if it wanted to identify potential issues or opportunities?
A. Descriptive
B. Experimental
C. Exploratory
D. Causal
What is an example of a marketing-research method that is used to collect primary data?
A. Customer survey
B. Census data
C. Trade-journal article
D. External reports
What data-collection method can be used to obtain product information during the point-of-purchase process?
A. Volume-tracking scanner
B. Photographic scanner
C. E-mail survey
D. Statistical survey
What is a common method of collecting research data that often involves the use of questionnaires?
A. Case study
B. Mail survey
C. Message board
D. Behavior chart
Which of the following is a characteristic of unstructured observation:
A. Often records a variety of behaviors
B. Uses standard checklists to document behavior
C. Requires the use of surveillance equipment
D. Most often limits observer with specific guidelines
What is the advantage in using personal interviews to collect marketing data?
A. Biased interviewer
B. Slow collection rate
C. Limited interaction
D. High flexibility
What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers?
A. Experiment
B. Observation
C. Employee survey
D. Telephone interview
When should researchers ask potentially sensitive questions during an interview?
A. Toward the end of the interview
B. At the beginning of the inventory to get them out of the way
C. Throughout the interview
D. At the mid-point of the interview to allow time for the reearcher to build rapport
Which of the following is a rating scale that allows marketing researchers to determine respondents' feelings:
A. Variable
B. Likert
C. Comparative
D. Attribute
To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers are
A. open, friendly, and nonjudgmental
B. approachable, opinionated, and organized.
C. consistent, biased, and aggressive.
D. courteous, passive, and distant.
The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. What type of scale has this survey used?
A. Sequential
B. Continious
C. Spliced
D. Balanced
What type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale?
Semantic differential
B. Likert
C. Stapel
D. Random rating
How can ill-designed questionnaires affect survey participants?
A. Can make them question the survey's purpose
B. Can decrease their response rate
C. Can decrease their desire to answer personal questions
D. Can make them take their time to complete the survey
"Toni is always patient and courteous. She seems to have a sincere interest in our satisfaction." What key factor in building a clientele is Toni exhibiting?
A. Customer confidentiality
B. Service attitude
C. Persistence
D. Credibility
What effect does building a clientele have on selling costs?
A. Increases them because salespeople earn less in bonuses and commissions
B. Reduces them because making a repeat sale costs less than making an initial sale
C. Reduces them because salespeople earn more in bonuses and commissions
D. Increases them because making an initial sale costs more than making a repeat sale.
. What does a business need to do to build a clientele?
A. Know customers personally
B. Change the product mix frequently
C. Provide friendly, courteous service
D. Provide a wide variety of services
How can a reciprocal sales arrangement between a buyer and seller create an unethical situation?
A. Ethical issues can occur when the reciprocity hurts or eliminates competition.
B. Reciprocal sales arrangements usually result when a breach of warranty occurs
C. Ethical issues usually occur when the reciprocity is technological in nature.
D. Reciprocal sales arrangements almost always create price discrimination.
One way a business can help its salespeople demonstrate ethical behavior in selling situations is by
A. developing sales quotas.
B. establishing gift-giving guidelines.
C. making price deals
D. requiring reciprocity
Taking a client golfing is usually acceptable, as long as
A. the salesperson does not talk about business during the outing.
B. the business relationship does not include awarding a contract.
C. the golf excursion lasts no longer than three hours.
D. the salesperson spends no more than $100.
Which situation demonstrates ethical behavior in selling?
A. Tom tells Mrs. Smith she can save $100 by purchasing a vacuum cleaner without the carpet attachment because she has hardwood floors.
B. Mrs. Thompson tells John she cannot give him a raise, so he should claim additional expenses on his monthly expense account to make up for it.
C. Ron tells the customer she can save an additional $25 if she makes her check out to him instead of the company.
D. Mayhew's raises prices on its clothing prior to a 25%-off sale so customers can feel good about the amount of money they are saving
Salespeople who moonlight or attend classes on company time are guilty of
A. wasting their time
B. unethical behavior
C. violating laws.
D. misusing assets.
Hotel supply salespeople who give expensive gifts to customers in an attempt to obtain their business are often considered guilty of
A. violating local laws.
B. overstating expenses
C. accepting bribes.
D. unethical behavior.
What type of laws protect consumers from unethical selling practices, such as high-pressure sales techniques
A. Limited-probationary
B. Cooling-off
C. Conditional-sales
D. Buyer-withdrawal
What technology allows the Gateway Insurance Group to match its agents with policyholders by aligning its agents with market potential?
A. Database software
B. Outbound telemarketing
C. Mapping software
D. Inbound telemarketing
What is a sales practice that may be considered illegal?
A. Noncompete clauses
B. Executive contracts
C. Competitive bids
D. Tying arrangements
What is an illegal selling practice that is regulated because it reduces competition?
A. Incentive contracts
B. Product labeling
C. Exclusive dealing
D. Discount pricing
Caroline is unable to travel to a client's office but needs to demonstrate product features and be able to answer questions as they arise. What technology tool would be helpful to her in making a sale?
A. High-tech sales-support office
B. Web presentation combined with a teleconference
C. Cell phone with wireless faxing
D. PowerPoint presentation on CD
