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4.00 Unit Test

Total questions: 53

Worksheet time: 30mins

Name
Class
Date
1.
Why are promotional media such as newspapers and television referred to as mass media?
a)
They can direct promotions to a specific audience.
b)
They try to meet the needs of many businesses.
c)
They reach a lot of people at the same time.
d)
They try to meet the needs of many businesses.
2.
What is an example of out-of-homemedia?
a)
A poster on the wall of a subway station
b)
An eye-appealing card placed in a mailbox
c)
A calendar imprinted with a company's name
d)
An electrical sign located in a high-traffic area
3.
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.What type of sales-promotion technique was used?
a)
Warranty
b)
Coupon
c)
Sweepstakes
d)
Rebate
4.
What is a common communications channel used in public relations?
a)
Billboards
b)
Trade shows
c)
Product displays
d)
Press releases
5.
What communication channels is a corporation's public-relations department most likely to use to maintain positive relationships with shareholders?
a)
Press releases, online social networks, and print advertisements
b)
Newsletters, annual report, and the company's website
c)
News conferences, consumer blogs, and employee manuals.
d)
Policy manuals, commercials, and sponsorships
6.

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

7.
A primary benefit that magazine advertising offers is the ability to
a)
deliver a low-cost message.
b)
target a group of individuals interested in specialized content.
c)
get an ad published at the last minute.
d)
reach almost all homes throughout the United States.
8.
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 programming
c)
Product placement
d)
Brand identification
9.

Which of the following is a print promotional medium:

a)

Television

b)

Participation show

c)

Shoppers' guide

d)

Radio

10.

Which of the following would be used to promote special sales events only to customers who live in a specific location:

a)

Specialty advertising

b)

Suburban newspapers

c)

Radio spots

d)

Utility direct mail

11.

Which of the following advertising media offers the easiest means to evaluate the effectiveness of an advertisement:

a)

Radio

b)

Newspaper

c)

Direct mail

d)

Television

12.

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

a)

Create long-term demand

b)

Generate an immediate response

c)

Persuade customers to remain loyal

d)

Advertise a new product

13.

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

a)

Targeting customers

b)

Marketing products

c)

Advertising an image

d)

Providing information

14.

What is an internal source of marketing information for a business?

a)

Government planning agencies

b)

Inventory records

c)

Public libraries

d)

Trade journals

15.

What is an example of marketing information that a business could gather by surveying its customers?

a)

Planned product improvements

b)

The company's current market share

c)

Location of the company's market

d)

Financial status of competitors

16.

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

17.

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

18.
Marketing connects __________ to _____________.
a)
Good to services
b)
Industrial products to consumer goods
c)
Producers to consumers
d)
Workers to salepeople
19.
A target market is...
a)
The group of customers a business seeks to attract who have specific, similar needs
b)
The group of 5 to 10 people that a business markets to on a daily basis
c)
All of the customers who shop at target
d)
A customer who has an unfulfilled desire and is financially able and willing to fill that desire
20.
What is an example of out-of-homemedia?
a)
A poster on the wall of a subway station
b)
An eye-appealing card placed in a mailbox
c)
A calendar imprinted with a company's name
d)
An electrical sign located in a high-traffic area
21.

What is an example of an external factor that affects promotion

a)

Reorganization of the business

b)

Increase in a product's price

c)

Government regulation of ads

d)

A change in distribution methods

22.

Which of the following best describes the relationship of promotion and marketing:

a)

Subsidiary

b)

Interrelated

c)

Dependent

d)

One to one

23.

What is an example of advertisement stereotyping ?

a)

A television commercial depicts a woman mopping the kitchen with a new floor cleaner

b)

A print ad shows a middle-aged male pouring orange juice for his children

c)

A magazine ad campaign presents a variety of people who encourage others to drink milk

d)

A well-known athlete records a PSA that emphasizes the importance of continuing education

24.

Banner and pop-up ads impact the way audiences receive promotional information. These types of messages exist because of the following technological development:

a)

HTMT

b)

Euronet

c)

URL

d)

Internet

25.
Which is an example of marketing information that a business could gather by surveying its customers?
a)
Planned product improvements
b)
The company's current market share
c)
Location of the company's market
d)
Financial status of competitors
26.
John's company asked him to make recommendations for new hardware & software to replace the existing marketing-information system. What should he recommend?
a)
The largest system available for future expansion.
b)
Software that is secure and accessible only to him.
c)
Software that decision makers can use with minimum training.
d)
Software that everyone in the company can use to collect and process data.
27.
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
28.
Which is an internal source of marketing information for a business?
a)
Government planning agencies
b)
Inventory records
c)
Public libraries
d)
Trade journals
29.
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
30.
Which 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
31.
Which 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
32.
Which 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
33.
Which is the advantage in using personal interviews to collect marketing data?
a)
Biased interviewer
b)
Slow collection rate
c)
Limited interaction
d)
High flexibility
34.
Which 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
35.
Which is a characteristic of an 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
36.
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
37.
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 midpoint of the interview to allow time for the researcher to build rapport
38.
Which 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?
a)
Semantic differential
b)
Likert
c)
Stapel
d)
Random rating
39.
Which is a rating scale that allows marketing researchers to determine respondents' feelings?
a)
Variable
b)
Likert
c)
Comparative
d)
Attribute
40.
To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers possess which characteristics?
a)
Open, friendly, and nonjudgmental
b)
Approachable, opinionated, and organized
c)
Consistent, biased, and aggressive
d)
Courteous, passive, and distant
41.
The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. Which type of scale is included with this survey?
a)
Sequential
b)
Continuous
c)
Spliced
d)
Balanced
42.
What is a common method of collecting research data that often involves the use of questionnaires?
a)
Mail survey
b)
Behavior chart
43.
What data-collection method can be used to obtain product information during the point-of-purchase process?
a)
Volume-tracking scanner
b)
E-mail survey
44.
What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers?
a)
Observation
b)
Experiment
45.
What is an example of a marketing-research method that is used to collect primary data?
a)
Customer survey
b)
Census data
46.
Which of the following is a characteristic of unstructured observation:
a)
Often records a variety of behaviors
b)
Uses standard checklists to document behavior
47.
What is the advantage in using personal interviews to collect marketing data?
a)
High flexibility
b)
Limited interaction
48.
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)
Balanced
b)
Spliced
49.
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?
a)
Random rating
b)
Semantic differential
50.
How can ill-designed (badly designed) questionnaires affect survey participants?
a)
Can decrease their response rate
b)
Can make them question the survey's purpose
51.
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
52.
Which of the following is a rating scale that allows marketing researchers to determine respondents' feelings:
a)
Variable
b)
Likert
53.
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)
courteous, passive, and distant.

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