-
A company that advertises some all year round, but more during the holidays is using :
a pulsating campaign
-
The following are advantages of using radio, except:
long exposure time
-
The following are advantages of outdoor advertising, except:
short lead time to develop ads
-
Frequency is the:
average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period
-
Television advertising rates are primarily determined by:
Nielsen ratings
-
Ratings measure the:
percentage of a households tuned into a particular television show or viewing a medium such as a magazine
-
An advertisement on television will have the biggest impact:
at the beginning or end of a set of ads
-
Direct mail offers each of the following advantages, except:
high intrusion value
-
A media strategy is the process of:
analyzing and choosing media for an advertising and promotions campaign
-
Recency theory is based on:
consumers having selective attention processes
-
The new method of advertising campaign development is based on the idea that:
a more integrated approach based on an in-depth understanding of the target market is essential
-
Gross impressions are:
total exposures of an audience to an advertisement
-
When a firm has its product shown in the background of a television program or film, the advertising technique is known as:
product placement
-
A media plan begins with:
a careful analysis of the target market
-
The major reason retailers tend to use newspapers for advertising is newspapers:
offer geographic selectivity
-
Of the following media, the one that requires the longest lead time from ad development to ad appearance is:
magazines
-
Television offers the following advantages, except:
narrowly defined target markets
-
Of the following media, the medium with the greatest or longest life is:
magazines
-
Reach is:
the number of people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period
-
Magazines offer each of the following advantages, except:
short ad lead time
-
Which technique helps identify an Internet user's online patterns and reach the user with relevant ads?
behavioral targeting
-
Effective reach refers to the:
percentage of the audience that must be exposed to an ad to achieve an objective
-
Business-to-business advertising is:
looking more like consumer ads
-
CPM stands for:
cost per thousand
-
Effective frequency refers to the:
number of times a target audience must be exposed to an ad for it to be effective
-
The most common method of direct-marketing is:
mail
-
Another name for a merchandiser or detailer is:
missionary salesperson
-
The salesperson at a discount store such as Wal-Mart would most likely be a(n):
order taker
-
To calculate the lifetime value of a customer, a firm marketing team needs all of the following data, except:
average number of purchases per month
-
The following are examples of internal data, except:
commercial database service information
-
The two most general categories of personal selling are:
retail sales and business-to-business sales
-
The first step in the business-to-business selling process is:
identifying prospects
-
In terms of the consumer buying process and retail sales, it is important for the sales clerk to:
ask questions to determine which stage of the consumer buyer process the customer is at
-
Direct-marketing programs create:
one-to-one contacts with customers
-
A customer relationship management (CRM) program works best when customers have:
highly differentiated needs and highly differentiated valuations of the product
-
As technology continues to evolve, many experts expect:
fewer sales positions
-
In developing a CRM program, the "share" of the customer refers to:
the potential value of the customer based on the percentage of business the customer does with the a particular firm for a particular product
-
The primary disadvantage of direct mail is:
clutter
-
When the same salesperson helps a customer solve various problems over time with purchases, the type of selling relationship would be classified as:
repeat transactions
-
Intrinsic value buyers:
focus on price
-
The first step in developing a database should be:
determine objectives
-
A mission-sharing sales approach is most similar to:
joint-venture projects
-
Personal selling is sometimes called the "last three feet" of the marketing function because:
three feet is the approximate distance between the salesperson and the customer
-
When a wireless phone company combines with an Internet access company to develop a plan to reach certain business customers, the relationship is a(n):
strategic partnership
-
Selling services often involves which type of transaction relationship?
repeat
-
Each of the following is a source of external marketing data, except:
telephone numbers and addresses collected from checks
-
Strategic value buyers:
seek partnerships with suppliers
-
Levi-Strauss & Company's database marketing program was designed to:
identify target groups and interact with members of those groups
-
Data mining is:
building customer groups and models that predict their future purchase behavior
-
Do-Not-Call lists affect:
outbound telemarketing
-
A need-satisfaction sales approach focuses on the customer's:
desire for solutions to specific needs
-
The last step in the business-to-business selling process is:
follow-up
-
Extrinsic value buyers:
focus mostly on product attributes
-
The manufacturer's dilemma in retail selling is that most purchase decisions are made:
in the store
-
What type of salesperson would take inquiry phone calls from prospective customers?
inbound telemarketing
-
Frequent flier miles in airline travel are a form of:
frequency program
-
Text message advertisements to cell phone users who have granted permission is the newest form of:
outbound telemarketing
-
When a salesperson helps a customer who has called the company with a question about a product on a 1-800 line, it is:
inbound telemarketing
-
The program designed to build long-term loyalty and bonds with customers, using a personal selling touch combined by effective technology is known as:
customer relationship management
-
A stimulus-response sales approach is sometimes called:
a "canned" sales pitch
|
|
