Unit 6 Quiz – Flashcards

Sammy's Swings, Inc. uses dealer incentives, middleman discounts, and middleman sales contests in order to encourage retailers to give special attention to selling its products. Sammy's Swings is using a. exclusive distribution b. a corporate channel system c. dual distribution d. a "pulling" policy e. a "pushing" policy

Producers that advertise in GOOD HOUSEKEEPING magazine sometimes show that they have the Good Housekeeping "seal of approval." This illustrates their recognition of the importance of the __________________ in the communication process? a. feedback b. noise c. decoding d. encoding e. message channel

Regarding measuring advertising effectiveness, which of the following statements is TRUE? a. advertising effectiveness is easily measured by looking at the sales results b. managers probably should pretest advertising rather than relying only on the judgment of advertising "experts" c. the effectiveness of advertising is best measured by relying on the judgment of creative people and advertising "experts" d. there is only one single research technique that has proven most effective

Natalie St. John, brand manager for a cookie producer, says that she is looking for a "full service" advertising agency. Apparently, in addition to having the agency purchase media, she wants an agency to help a. plan package development b. develop sales promotions c. provide market research d. create the actual advertisements e. a full service agency might help with any of the above

"Promotion" is MAINLY concerned with: a. obtaining a favorable corporate image b. telling the target market that the right product is available in the right place at the right price c. obtaining maximum publicity - at the lowest cost d. informing the public about the firm's offerings to maximize sales e. getting people to buy a firm's product - even when it isn't needed

Office Distributing Co. sells frequently purchased office supplies to businesses in a metropolitan area. It is a well established company with a large share of the market. Its promotion should probably focus on a. reminding b. stimulating primary demand c. informing d. innovators e. making the demand curve less elastic

Producers who know something about their target customers' needs and attitudes often supply their relatively untrained salespeople with a sales presentation in which (1) the salesperson does most of the talking at the beginning, (2) then brings the customer into the discussion to clarify the customer's needs, and (3) tries to close the sale. They are using a: a. consultative selling approach b. quota system c. prepared sales presentation d. selling formula approach e. target market presentation

A firm has run a comparative ad, and a competitor immediately complained that the claims made by the ad are deceptive. In such a case, a. the ad agency that created the ad could share responsibility in any action brought by the FTC b. the firm that sponsored the ad might need to provide research proof that its claims are accurate c. the Federal Trade Commission has the power to require corrective advertising - if the ad was really deceptive d. all of the above are true e. A and C are true, but not B

Regarding advertising media selection, which of the following is the best advice? a. "there is no such thing as a must buy" b. "be sure the media match your target market" c. "avoid the local media" d. "make sure your first media choice reaches the whole target market" e. "set very general promotion objectives to stay flexible"

"Cooperative advertising" involves producers: a. paying for middlemen's total advertising costs b. agreeing with competitors to limit advertising spending c. doing some advertising and expecting their middleman to provide the rest of the promotion blend d. and middlemen sharing in the cost of advertising placed in national media e. and middlemen sharing in the cost of local advertising

Kodak has developed a revolutionary new kind of electronic color camera that does not require film. People will need to adjust their thinking about how a camera works. Kodak is about to advertise this product to INFORM potential customers about what it does and how it works. The campaign should emphasize: a. pioneering advertising b. institutional advertising c. competitive advertising d. reminder advertising e. indirect action

Which of the following advertising objectives is the BEST example of a specific advertising objective? a. to increase a firm's market share by 20 percent - this year b. to increase consumer awareness of the product c. to help attract new retailers on the West Coast d. to sell the company "image" to senior citizens e. to increase store traffic

Which of the following statements by a sales manager suggests a problem? a. "taking a successful sales rep out of a territory for sales training is like spending money to teach a fish to swim" b. "I was a sale rep before becoming manager, so I don't need a job description to help me look for new salespeople" c. "I select new salespeople all by myself, because I am the one responsible for the performance of the sales force" d. each of the above indicates a problem e. none of the above indicates a problem

A producer wants to increase the amount of time its sales reps spend on supporting activities. It also wishes to keep its sales reps motivated and aggressive, and also provide some security. Which payment plan should the firm use? a. straight salary b. combination plan c. straight commission d. selling formula plan e. none of the above

A marketing manager should realize that the adoption curve concept implies a. that the firm's promotion target should be the innovators b. that the laggards are cautious, but that they are willing to adopt a new product quickly if advertising gets their attention c. using different promotional mixes for different adopter groups d. all of the above are true e. none of the above are true

The most COMMON method of budgeting for marketing expenses is to: a. match competitors' spending b. allocate any funds not already allocated to other functions c. allocate enough to completely eliminate the cost of lost customers d. allocate for the job that needs to be done e. allow a percentage of either past or forecasted sales

Gloria Highnote works for CD Wholesale. She helps CD retailer-customers set up their cooperative advertising, helps train the retailer's salespeople, and gives CD feedback on how sales promotion ideas are working. Gloria is: a. a technical specialist b. a scrambled merchandiser c. an order getter d. an order taker e. a missionary salesperson

A Wendy's fast-food restaurant needs _________________ to serve its customers. a. merchandisers b. order takers c. order getters d. hucksters e. supporting salespeople

Tommy Scarlette is a sales rep for a producer of fiberglass roofing shingles. He tries to persuade building materials wholesalers to switch from competing producers. Scarlette is: a. an order taker b. an order getter c. a supporting salesperson d. a sales promotion specialist e. a technical specialist

Good marketing managers know that: a. most salespeople are "bags of wind" b. good salespeople try to help customers buy c. the role of the salesperson has been down-graded in business marketing d. organizational buyers have little use for salespeople e. the salesperson's job is to "get rid of the product"