4. After exchanging greetings in an initial sales call, the first goal of a sales presentation is to

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1 Student ID: Exam: RR - Value Communication When you have completed your exam and reviewed your answers, click Submit Exam. Answers will not be recorded until you hit Submit Exam. If you need to exit before completing the exam, click Cancel Exam. Questions 1 to 25: Select the best answer to each question. Note that a question and its answers may be split across a page break, so be sure that you have seen the entire question and all the answers before choosing an answer. 1. When Motorola first entered the Mexican marketplace, the company wanted direct control of salespeople in major urban markets but wasn't as concerned about control in smaller areas of the country. Motorola probably used in major urban areas and manufacturer's reps in smaller areas of Mexico. A. independent agents B. customer relationships C. a company sales force D. order takers 2. Pratna is creating a customer relationship management system to help her maintain stronger relationships with the customers in her territory. The first thing she should do is A. construct a customer database. B. send birthday cards. C. contact her sales manager and ask what to do. D. take each customer out to lunch. 3. Darren wants to develop an Internet marketing effort for his small publishing firm. Which of the following should he pursue? A. Personal selling B. Public relations C. Sales promotions D. Direct marketing 4. After exchanging greetings in an initial sales call, the first goal of a sales presentation is to A. close the sale. B. offer alternatives. C. create interest. D. estimate the total cost to the customer. 5. Often, a(n) accomplishes the task of encoding IMC messages. A. consumer interest group B. noise reduction specialist C. advertising agency D. media channel

2 6. Advertisers often face the problem that consumers A. fail to screen out their message on a timely basis. B. react to their message before getting to the fine print or disclaimers at the end. C. tell their friends about the ad and spoil the punch line at the end. D. remember the message but forget the brand. 7. Kelly is the head of marketing for a cultural nonprofit agency, and she has just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step should be to A. set the advertising objectives. B. evaluate and select the media. C. identify the target audience. D. determine the advertising budget. 8. The basic goal of integrated marketing communications is to A. create emotions of desire and envy in the public at large. B. communicate the value proposition to the target market. C. manipulate consumers into believing misleading information. D. outspend present and future competitors. 9. In the AIDA model, the "think" stage is the stage. A. desire B. action C. awareness D. interest 10. Many retailers, like Best Buy, have reduced their use of because of complaints from consumers and lawsuits claiming firms didn't fulfill them. A. sweepstakes B. rebates C. premiums D. deals 11. Especially for marketers with new products or services, IMC is needed because A. only the best new products sell themselves through word-of-mouth communication. B. pricing decisions can't be made without IMC. C. consumers need to know all about the features of new products before they make a purchase decision. D. consumers are unlikely to buy products they're not aware of. 12. Kevin is recognized by his friends as being an activist on many fronts. He prefers to buy products and services from firms that donate part of his the total price of his purchase to organizations he supports. Marketers recognize that his approach can be an important competitive tool; it's called

3 A. cause-related marketing. B. voluntary premium pricing. C. social-activist marketing. D. business/social responsibility. 13. Marketers and advertisers must be aware of, and comply with, A. ethical and professional standards, which supersede laws and regulations. B. a complex mix of federal, state, and local laws and regulations designed to protect consumers from deceptive practices. C. the least stringent of federal, state, and local laws. D. federal laws and regulations, but they can avoid any state or local restrictions. 14. The right communication channel to use in IMC is the one that A. connects to the desired recipients. B. has the best encoding capabilities. C. is traditionally used in that particular retail sector. D. maximizes decoding difficulty. 15. Generally, when advertising to consumers, an advertising campaign should A. maximize media planning. B. offset sales promotion costs. C. stimulate interest among members of the supply chain. D. take a pull strategy. 16. Naomi is IMC manager for a chain of regional income tax service providers. As she establishes the short-term goals for her firm's IMC efforts, those short-term goals are most likely to include A. increasing nationwide market share. B. expanding customer loyalty through closing the feedback loop. C. shifting customers from objective-and-task budgeting to rule-of-thumb budgeting. D. increasing inquiries, awareness, and trial of her firm's services. 17. Yolanda asks her firm's advertising agency to estimate how often consumers see her firm's IMC message and what percentage of the target audience is exposed to the message. She's told the reach is 40, the frequency is 4, and the competitive parity is 10. The gross rating points for her firm's campaign are A. 40 B. 400 C. 1,600 D advertising has the advantages of being flexible and highly targeted, and it can be personalized. A. Direct mail B. Radio C. Newspaper D. Television

4 19. In, two or more firms join forces to reach a target audience in a short-term effort. A. joint-venture promotion B. multitarget promoting C. cross-promotion D. promotional co-branding 20. Automobile manufacturers often use television advertising showing an eye-catching man or woman driving the manufacturer's stylish new car on a winding road along a beautiful ocean vista. These types of ads have appeal. A. informational B. emotional C. niche-marketing proposition D. post-puffery 21. Which of the following is a correct statement about the practice of public relations? A. The practice of public relations is effective for only large organizations. B. The practice of public relations should be included in marketing strategy and plans, even if it generates only media attention and goodwill. C. The practice of public relations has become more and more attractive, although the costs are often prohibitively high. D. The practice of public relations has changed from a marketing-research based approval to a more proactive approach. 22. Josh stays connected to his world by his cell phone. He reads newspapers or magazine only occasionally. If you were a marketer with just the right product for Josh, you should probably try A. e-marketing. B. telemarketing. C. m-commerce. D. personal selling. 23. Mac does as much shopping online as he can. A marketer trying to reach out to Mac and others like him should A. focus on traditional competitors because auction sites like ebay don't provide the same services that traditional competitors do. B. ensure that customer service personnel add value to the customer experience online. C. restrict the Web site to product ordering to preserve bandwidth and keep the site as fast and efficient as possible. D. ignore most of the rules about customer service because the online shoppers don't expect the same level of service. 24. help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues and by explaining key benefits of the firm's products and services. A. Flighting appeals B. Emotional appeals C. Niche-marketing propositions D. Informational appeals

5 25. Yana has identified the target audience for her line of Russian jewelry. She's wisely creating an advertising plan that will A. allow her to skip the assessment stage at the end of the campaign. B. offer discounts to media as an incentive to carry out her plan. C. clarify the specific goals of the advertising campaign. D. encapsulate her unique selling proposition. End of exam