Marketing

7 years ago

In a focus group, a self-contradiction might occur when ________.

In a focus group, a self-contradiction might occur when ________.
A) group participants ask the moderator to express her opinion
B) group members decide to end discussion of one topic and move onto the next topic
C) Jane challenges Mar

Diana55 173 3 Replies

7 years ago

Your client comes to you and says: "We need research to determine changes in consumers' ...

Your client comes to you and says: "We need research to determine changes in consumers' attitudes toward our brand and our three primary competitors." The first question you should ask the client is:
A) Who are your three primary

Lumpoti 173 3 Replies

7 years ago

The public relations campaign measurement of ________ refers to how many news releases led to ...

The public relations campaign measurement of ________ refers to how many news releases led to stories or mentions in news stories.
A) engagement
B) exposure
C) outcome
D) output
E) recognition

debbyFlynn 173 1 Reply

lirpa

7 years ago

Increasing immediate sales, attracting attention at decision points, creating interest, stimulating ...

Increasing immediate sales, attracting attention at decision points, creating interest, stimulating urgency, and encouraging trial and impulse purchasing are all objectives for the IMC tool of ________.
A) advertising
B) point-of-purchase

te3la 173 2 Replies

7 years ago

Of the following, which is the best advice for writing an effective direct-response letter?

Of the following, which is the best advice for writing an effective direct-response letter?
A) Make the offer as early as possible in the body of the letter.
B) Use a general salutation.
C) Do not guarantee the product.
D) Use bri

normie 173 2 Replies

7 years ago

What is the rationale for the higher cost of direct marketing?

What is the rationale for the higher cost of direct marketing?
A) Response rates have increased dramatically in the past 10 years.
B) Consumers are more accepting of it than of other forms of brand communication.
C) The effectiveness o

te3la 173 2 Replies

7 years ago

The local Wendy's franchise is a good corporate citizen, and the owners of that particular ...

The local Wendy's franchise is a good corporate citizen, and the owners of that particular franchise had fostered relationships with local media contacts. What type of relationship management program focuses on developing media contacts?
A)

te3la 173 2 Replies

7 years ago

________ like MySpace and Facebook build on the interactivity of the Internet, linking friends who ...

________ like MySpace and Facebook build on the interactivity of the Internet, linking friends who have shared interests.
A) Product sites
B) Social networks
C) Viral sites
D) B2C sites
E) Microblogs

normie 173 2 Replies

7 years ago

Which of the following is one of the traditional media of direct-response marketing?

Which of the following is one of the traditional media of direct-response marketing?
A) catalogs
B) newspapers
C) television
D) cable
E) radio

debbyFlynn 173 1 Reply

enuj

7 years ago

________ is the primary method for measuring a newspaper's reach.

________ is the primary method for measuring a newspaper's reach.
A) Market share
B) Audience
C) Showings
D) Circulation
E) Readership

te3la 173 4 Replies

Coya Brim

4 years ago

Most selling premises demand facts, proof, or explanations to support the sales message.

Most selling premises demand facts, proof, or explanations to support the sales message.
A) True
B) False

te3la 173 2 Replies

7 years ago

A ________ is a creative concept that becomes a point of focus for communicating the message ...

A ________ is a creative concept that becomes a point of focus for communicating the message strategy.
A) creative leap
B) slogan
C) cliché
D) tagline
E) Big Idea

debbyFlynn 173 1 Reply

yam

7 years ago

V-8, a brand of vegetable juice, wanted to determine if viewers understood the health benefit ...

V-8, a brand of vegetable juice, wanted to determine if viewers understood the health benefit message the company was trying to convey in a new series of television commercials. V-8 conducted research in which consumers were brought to a research cen

normie 173 2 Replies

7 years ago

________ means that you can run the same test again and get the same answer.

________ means that you can run the same test again and get the same answer.
A) Validity
B) Reliability
C) Criteria
D) Semiotics
E) Quality

normie 173 2 Replies

7 years ago

The ________ process refers to the speed with which people are willing to try a new product.

The ________ process refers to the speed with which people are willing to try a new product.
A) risk
B) trial
C) adoption
D) usage
E) need recognition

te3la 173 2 Replies

7 years ago

In Persuasive Advertising, Armstrong identifies each of the following as a category driving ...

In Persuasive Advertising, Armstrong identifies each of the following as a category driving advertising strategy EXCEPT which one?
A) exposure
B) status
C) influence
D) emotion
E) information

normie 173 2 Replies

7 years ago

What is a disadvantage for exporting firms that use foreign based independent distributors?

What is a disadvantage for exporting firms that use foreign based independent distributors?
A) global brand adaptation systems
B) culturally diverse marketing
C) lack of control over pricing strategy
D) inability to monitor exch

ejoignez 173 3 Replies

JewelSmith

7 years ago

Which of the following statements is true regarding direct marketing?

Which of the following statements is true regarding direct marketing?
A) Direct e-mail has the highest response rate of any other direct marketing method.
B) Generally, direct marketing excludes the sales force.
C) Direct marketing typ

Statingu 173 3 Replies

8 years ago

When the company and the retailer share the expense of the retailer advertising the company's produc

When the company and the retailer share the expense of the retailer advertising the company's products in the local market, this is known as:
A) missionary advertising.
B) cooperative advertising.
C) direct advertising.
D

Statingu 173 3 Replies

8 years ago

Which of the following is true about direct marketing?

Which of the following is true about direct marketing?
A) Direct marketing anticipates a long-term response.
B) Direct marketing is not the best way of communication when targeting a specific audience.
C) It is difficult to evaluate t

Statingu 173 3 Replies

8 years ago

Marketing managers use a market penetration strategy to target:

Marketing managers use a market penetration strategy to target:
A) individuals who buy closely-related products or services.
B) individuals who have never used the product or service.
C) individuals who are buying your product or serv

Statingu 173 3 Replies

8 years ago

On November 7, 1996, the Distilled Spirits Council of the United States decided to end its voluntary

On November 7, 1996, the Distilled Spirits Council of the United States decided to end its voluntary ban on television and radio liquor advertisement. The ban on hard liquor advertising had been in effect since 1936 for radio and 1948 for television.

Tidy 173 2 Replies

Chimelo46

8 years ago

Sara is the marketing manager of a small HR consultancy firm. She is in the proc

Sara is the marketing manager of a small HR consultancy firm. She is in the process of implementing the use of a database to assist her company in its marketing efforts. List five ways in which she might be able to use the database for marketing effo

S_leve3 173 1 Reply

milestone23

9 years ago

The ________ is the channel stretching from raw materials to components to final

The ________ is the channel stretching from raw materials to components to final products that are carried to final buyers.
A) communication channel
B) distribution channel
C) supply chain
D) service chain
E) marketing ch

S_leve3 173 1 Reply

milestone23

9 years ago

Best Buy has been at the forefront of customer-generated reviews (True or false?)

Best Buy has been at the forefront of customer-generated reviews.

True or False?

Consle 174 1 Reply

Sunardy

6 years ago

When Shoppers Drug Mart accumulates considerable data on customers through its Optimum Card, they ...

When Shoppers Drug Mart accumulates considerable data on customers through its Optimum Card, they are able to create
A) a merge/purge
B) a house list
C) a list broker
D) an external list source
E) a response list

Timmy 174 1 Reply

MrDee

6 years ago

If overbooking of the available advertising time occurs as a result of the volume of orders, ...

If overbooking of the available advertising time occurs as a result of the volume of orders, television networks allocate preference based on
A) incumbency position
B) length of contract
C) who the advertiser is
D) frequency

Mari-chi 174 1 Reply

turtle_moon

6 years ago

A ________ is a graphical representation of the ratio between a product's benefits and costs.

A ________ is a graphical representation of the ratio between a product's benefits and costs.
A) value map
B) customer data graph
C) data mine
D) fair value matrix

Michelle Kelly 174 1 Reply

teknia

6 years ago

What type of cybermediaries are intelligent agents?

What type of cybermediaries are intelligent agents?
A) They are cookies used to track IP addresses of computer users.
B) They are people who can help computer users with problems they encounter when trying to shop online; contacts are direc

pboehi 174 1 Reply

markymoo

6 years ago

Tests containing ambiguous stimuli, such as word-association tests and ink blots are examples of ...

Tests containing ambiguous stimuli, such as word-association tests and ink blots are examples of ________.
A) projective techniques
B) mechanical observation tests
C) observational techniques
D) depth interviews
E) physiologi

elpkiosk 174 1 Reply

handsome93

6 years ago

Changing attitudes according to their applicable consumer motivations is known as the ________.

Changing attitudes according to their applicable consumer motivations is known as the ________.
A) goodwill approach
B) functional approach
C) favorable approach
D) industrial approach
E) competitive approach

dorean 174 2 Replies

dorean

6 years ago

In the RYAN'S RUNNERS MINI CASE, the process of dividing the athletic market into different subsets ...

In the RYAN'S RUNNERS MINI CASE, the process of dividing the athletic market into different subsets of shoe consumers, such as runners, basketball players, and golfers, is known as ________.
A) product positioning
B) social marketing

chinka 174 2 Replies

Rawicool11

3 years ago

Foreign investment can take the form of minority or majority shares in joint ventures, minority or ...

Foreign investment can take the form of minority or majority shares in joint ventures, minority or majority equity stakes in another company, or outright acquisition.
Is this t or f?

seaweed 174 2 Replies

seaweed

6 years ago

Total contribution minus fixed expenses, marketing expenses and operating expenses equals ...

Total contribution minus fixed expenses, marketing expenses and operating expenses equals _____.
a.   gross profit
b.   net marketing contribution
c.   operating income
d.   variable expenses
e.   sales revenue

matashola 174 2 Replies

matashola

7 years ago

A “captured customer” most likely _____.

A “captured customer” most likely _____.
a.   has a very high customer satisfaction index (CSI)
b.   has a low rate of customer retention
c.   will not to recommend a brand or company to others
d.   has a high customer loyalty index (CLI)

matashola 174 2 Replies

matashola

7 years ago

When planning a research study, a researcher should always select the data collection method that ...

When planning a research study, a researcher should always select the data collection method that has the absolute lowest cost.
A) True
B) False

Lumpoti 174 3 Replies