Question: The goal of _________ is to inform and remind people in a target market about specific products, eventually persuading them to participate in an exchange.

Answer: promotion

Question: A promotional campaign begins by...A. developing a unifying messageB. determining a promotional budgetC. identifying a target marketD. defining the objectives for each element of the promotion mix

Answer: C. identifying a target market

Question: _________ refers to any paid, non-personal communication through various media by organizations and individuals who are in some way identified in the message.

Answer: Advertising

Question: The advertising medium that accounts for the largest share of total advertising expenditures is....A. newspaperB. cable and broadcast tvC. internetD. radio

Answer: B. cable and broadcast tv

Question: Which of the following refers to the practice of paying to have a product appear favorably in a TV show or movie?A. brand associationB. interactive promotionC. market recognitionD. product placement

Answer: D. product placement

Question: Informercials provide the opportunity for...A. the promotional mix to be avoidedB. the use of outdoor advertisingC. the product to sell itselfD. the product placement to occur

Answer: C. the product to sell itself

Question: Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?A. CD ROM advertisingB. testimonialsC. infomercialsD. online advertising

Answer: D. online advertising

Question: Firms with a very limited advertising budget would be very unlikely to use ________ advertising.A. outdoorB. InternetC. televisionD. radio

Answer: C. television

Question: Which of the following is required to build meaningful relationships with customers?A. "Promoting to" rather than "working with"B. Tracking customers purchasesC. Offering full-service purchases over their cell phonesD. Giving consumers access to limited information

Answer: B. Tracking customer purchases

Question: People with an unmet needs, the authority to buy, and the willingness to listen to a sales message represent a firm's...A. employeesB. intermediariesC. prospectsD. buyers

Answer: C. prospects

Question: In the B2B selling process, the selection of potential customers and make sure they have the needs and authority to buy is known as...A. promotingB. closingC. qualifyingD. prospecting

Answer: C. qualifying

Question: The final step of the selling process involves...A. closingB. postingC. trial closingD. follow up

Answer: D. follow up

Question: The activity that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is called...A. public advocacyB. public relationsC. public researchD. public communication

Answer: B. public relations

Question: _________ refers to any information about a product or an organization that is communicated to the public through the media and is not paid for or controlled by the sponsor.A. PublicityB. PromotionC. Market presentationD. Public relations

Answer: A. Publicity

Question: Compared to other promotional tools, publicity...A. costs moreB. prevents a response from competitive firmsC. the easiest to manageD. offers the firm little control over the message

Answer: D. offers the firm little control over the message

Question: The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a...A. segmentation strategyB. product placement strategyC. push strategyD. pull strategy

Answer: D. pull strategy

Question: The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a...A. push strategyB. financial strategyC. segmentation strategyD. pull strategy

Answer: A. push strategy