The process of drawing inferences from the analysis results is called:
a. conversion.
b. interpretation.
c. transformation.
d. generalization.
Question 2According to the text, creative ads generally share three agreed-upon attributes. Two of them are:
a. humor and originality.
b. novelty and appropriateness.
c. humor and sensitivity.
d. humor and sensibility.
Question 3Which of the following actions taken by salespeople may be considered unethical?
a. Forcing a customer to buy only from the salesperson's organization
b. Misrepresenting their products
c. Offering special inducements to the employees of a prospect
d. Linking the sale of one of the salesperson's products to the purchase of one of the buyer's
e. All of the above may be considered unethical
Question 4Microsoft's CEO, Bill Gates, has an annual income that is considerably higher than most people's income. If a researcher examined average incomes for people living in his city, in research terms, his income would be considered a(n):
a. abnormality.
b. outlier.
c. curve-buster.
d. standard deviation.
Question 5A means-end chain represents the linkages among brand:
a. attributes, perspectives, and competition.
b. values, means, and perspectives.
c. attributes, consequences, and values.
d. attributes, price, and value.
Question 6Which of the following is not one of the ways in which a salesperson can create product liabilities for a company?
a. Providing express warranties
b. Over charging customers
c. Misrepresentation
d. Negligence
e. All of the above can create product liabilities for company
Question 7A measure of variability given in a box and whisker plot is called the:
a. interquartile range.
b. mean.
c. variance range.
d. standard deviation.
Question 8An advertisement for BP America that talks only about conservation efforts and everything the company is doing to preserve the Earth's forests would be an example of:
a. corporate image advertising.
b. issue advertising.
c. hedonistic advertising.
d. preemptive advertising.
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