A reverse auction involves one seller who invites bids from several pre-qualified buyers.
Indicate whether the statement is true or false
Question 2The organization that produces television ratings designed to provide estimates of the size and nature of audience for
a particular television program is:
a. Arbitron
b. Nielsen
c. Dun & Bradstreet
d. The Federal Communications Commission (FCC)
e. GfK Group
Question 3In a mystery ad the brand is
a. never revealed in the ad.
b. processed by very low and obscure routes.
c. promoted by an obscure source.
d. processed by simple heuristics that elicit very high elaboration.
e. not identified until the end of the ad.
Question 4Purchasing managers are increasingly turning to the Internet to research the global marketplace for suppliers.
Indicate whether the statement is true or false
Question 5Suppliers of industrial goods advertise most heavily in:
a. Catalogs.
b. Trade publications.
c. Academic journals.
d. Newspapers.
e. Industrial magazines.
Question 6Common strategies to induce self-referencing might include all of the following except
a. directly asking consumers to self-reference.
b. using the second person.
c. asking rhetorical questions.
d. using novelty or uniqueness appeals.
e. showing visuals of situations to which consumers can easily relate.
Question 7Which is not a goal of purchasing?
a. Uninterrupted flow of communication.
b. Inventory management.
c. Improve quality.
d. Reduce administrative costs.
e. Advance firm's competitive position.
Question 8A great deal of commercial information is available for marketers to assess advertising exposure and effectiveness.
Services have evolved to measure consumer exposure to which of the following media types?
a. Television and radio
b. Print media
c. Internet
d. All of the above
e. A and C only
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