Missing BAM 511 ( Q1.Q.15)

Marketi

ment

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Multiple Choice Questions (Enter your answers on the enclosed answer sheet)

1) Dramatic changes in consumer technologies and media habits have _

A) eroded the effectiveness of the mass media

B) reduced the cost of mass-media marketing

C) expanded the appeal of mass-media marketing

D) increased the effectiveness of the mass media

E) all of the above

2) The ability to identify the brand within the category, in sufficient detail to

make a purchase, is known as _

A) brand attitude

B) brand awareness

C) brand purchase intention

D) category need

E) brand conviction

3) Personal selling is the most effective tool at later stages of the buying process,
particularly in building up buyer preference, conviction, and action. Personal
selling has three distinctive qualities. These are personal interaction, re-

sponse, and _

A) dramatization

B) cultivation

C) involvement

D) customization

E) relevance

4) Integrated marketing communications is a concept of marketing communica-

tions planning that recognizes the added value of a plan.

A) complete

B) integrated

C) coherent

D) comprehensive

E) none of the above

5) By focusing on a non-product-related image, VW’s advertising to active, youth-
ful people with its “Drivers Wanted” campaign was an example of a(n)

A) informational appeal

B) collective appeal

C) personal appeal

D) differentiated appeal

E) transformational appeal

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6) In assessing the collective impact of an IMe program, the marketer’s over-
riding goal is to create the most effective and efficient communications
program possible. The criterion of is the proportion of the audience
reached by each communication option employed, as well as how much over-
lap exists among communication options.

A) contribution

B) complementarity
e) commonality

D) coverage

E) versati I ity

7) Print media provides much product information and can also effec-

tively communicate user and usage imagery.

A) historical

B) usage

e) informational

D) detailed

E) specific

8) Of the elements of a print advertisement, the matters the most when

it comes to the ad’s effectiveness.

A) copy

B) color
e) picture

D) font

E) headline

9) The is the rate at which the buyer forgets the brand.

A) turnover rate

B) designated rate

e) purchase frequency

D) purge rate

E) forgetting rate

10) Sales promotion tools that impart a selling message along with the deal, as in
the case of free samples and premiums when they are related to the product,

are called _

A) promotions

B) manufacturer franchise building
e) retai ler promotions

D) consumer franchise building

E) retailer franchise building

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11) The company’s marketing mix includes such tools as coupons, cash refund

offers, and premiums. These are examples of _

A) marketing mix

B) trade promotions

C) salesman’s tools

D) consumer promotions

E) none of the above

12) In constructing an effective direct-mail campaign, marketers must decide on
their objectives, target markets, and prospects; offer elements; means of test-

ing the campaign; and _

A) sales promotions

B) advertising campaign

C) measures of campaign success

D) salespeople’s input

E) management’s input

13) The Internet provides marketers and consumers with opportunities for much

greater interaction and _

A) specificity

B) speed

C) ease of use

D) convenience

E) individualization

14) Nearly of the total workforce work full-time in sales occupations.

A) 12

B) 30

C) 5

D) 20

E) 2

15) compensation receives more emphasis in jobs with a high ratio of

nonselling to selling duties and in jobs where the selling task is technically
complex and involves teamwork.

A) Commission

B) Estimated

C) Fixed

D) Variable

E) Combination

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16) A pharmaceutical sales representative whose role is simply to keep doctors
up-to-date on the latest developments of his or her drug company is playing a
___ role.

A) order taker

B) technician

C) missionary
0) deliverer

E) solution vendor

17) Advantages of include that it can be implemented quickly, con-

ducted with a fair amount of security, and carried out without final packaging
and advertising.

A) sales-wave research

B) actual test markets

C) controlled test marketing
0) simulated test marketing
E) none of the above

18) Five characteristics influence the rate of adoption of an innovation. One of

these is _

A) marketing expertise

B) packaging

C) government regulations
0) relative advantage

E) all of the above

19) When Scott Paper couldn’t compete with Fort Howard Paper Co. on price for
the lucrative institutional toilet tissue market, it decided to differentiate by
making larger rolls of paper and providing institutional customers with free

dispensers. This is an example of _

A) incremental innovation

B) disruptive technology

C) fragmented markets
0) perceptual mapping

E) customer-driven engineering

20) Combining two product ideas or concepts to create a new offering, for exam-

ple, oi. change/lubrication facilities with cafes, is an example of _