A) introduction
B) growth
C) accelerated development
D) early growth
E) maturity
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Multiple Choice
A) advertising
B) personal selling
C) sales promotion
D) publicity
E) direct marketing
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Multiple Choice
A) a direct order.
B) lead generation.
C) traffic generation.
D) data compilation.
E) a prospect bid.
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Multiple Choice
A) planning
B) forecasting
C) evaluation
D) realization
E) implementation
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Multiple Choice
A) advertising
B) personal selling
C) sales promotion
D) publicity
E) missionary sales
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Multiple Choice
A) feedback loop
B) consequence
C) source reaction
D) primary cause and effect
E) concept effect
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Multiple Choice
A) exchange.
B) dialogue.
C) communication.
D) advertising.
E) feedback.
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Multiple Choice
A) advertising
B) sales promotion
C) public relations
D) publicity
E) personal selling
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Multiple Choice
A) advertising and personal selling.
B) personal selling and public relations.
C) public relations and publicity.
D) sales promotion and direct marketing.
E) direct marketing and personal selling.
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Multiple Choice
A) Direct marketing can be adapted quickly to facilitate customer relationships.
B) Direct marketing is often the most credible source in the consumer's mind.
C) Direct marketing can provide complex information.
D) Direct marketing can quickly grow or maintain market share as needed.
E) Direct marketing is a low-cost means of reaching the target market.
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Multiple Choice
A) advertising.
B) personal selling.
C) public relations.
D) sales promotion.
E) direct marketing.
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Multiple Choice
A) percentage of sales
B) competitive parity
C) all-you-can-afford
D) objective and task
E) linear forecast
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Multiple Choice
A) an encryptor.
B) a message carrier.
C) a channel.
D) a receiver.
E) a source.
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Multiple Choice
A) posttest the promotion.
B) design the promotion.
C) state the mission.
D) carry out the promotion.
E) identify possible advertising or promotional firms.
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Multiple Choice
A) its strategy includes using several types of promotional activities to deliver a consistent message.
B) it does not want to reach any member of its target audience more than once to conserve resources.
C) IMC is less expensive than other forms of promotion, such as public service announcements.
D) if it didn't, Disney would have to use indirect personal selling.
E) it is more concerned about frequency of attendance than geographic reach.
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Multiple Choice
A) use feedback within
B) create noise in
C) effectively decode
D) identify a mutually shared field of experience for
E) back translate
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Multiple Choice
A) Devote 40 percent of the promotional budget to a sales promotion that supplies the public with demonstration CDs to prove the merits of its software.
B) Spend 30 percent of the budget in the effort to generate publicity for its software.
C) Use the majority of its promotional budget on advertising that focuses on brand differences.
D) Use a balanced budget and spend equally for each of the four promotional choices in an attempt to even out sales growth.
E) Encourage its tech support staff to emphasize the superiority of its software and its after-sale support.
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Multiple Choice
A) Direct marketing is a relatively untargeted method of trying to reach potential customers.
B) Messages using direct marketing may differ between direct mailings, confusing the target market.
C) Direct marketing is expensive and time-consuming due to the development and maintenance of a database.
D) For direct marketing, it is difficult to get media cooperation.
E) Direct marketing can lead to promotion wars.
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Multiple Choice
A) advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns.
B) forces a retailer to promote its product by placing national brand ads in local newspapers.
C) directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product.
D) directs the promotional mix toward channel members to gain their cooperation in ordering and stocking the product.
E) directs retailers to promote one product over another to help balance fluctuations in inventory.
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Multiple Choice
A) a seller-directed flow of communication, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale.
B) an individualized communications program specifically designed for a single customer because the item being sold is unique to that person.
C) a mass selling approach that has been tailored to meet the more select needs of a target market based on age, gender, ethnicity, or occupation.
D) a form of communication that is intended to counteract any negative information or misinformation that has been instigated by competitors or disgruntled customers.
E) a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.
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