_______ offers the potential benefits of cost efficiency, repetition, and adding product value, while _____ is one of its disadvantages.
A) Public relations; uncontrollability
B) Advertising; slow feedback
C) Personal selling; cost
D) Sales promotion; slow feedback
E) Advertising; media cost
Question 2An organization that decides to buy all of a certain part from the same company is using
A) single-supplier purchasing.
B) multiple sourcing.
C) same vendor analysis.
D) straight rebuy.
E) sole sourcing.
Question 3Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?
A) Advertising
B) Public relations
C) Sales management
D) Sales promotion
E) Personal selling
Question 4The one characteristic that makes direct marketing different from marketing in general is that it
a. depends on consumer response for its success.
b. emphasizes developing a customized database.
c. has a lower cost per contact.
d. relies on audience segmentation.
Question 5____ analysis is a systematic evaluation of current and potential suppliers that focuses on many dimensions including price, product quality, delivery service, product dependability, and overall company reliability.
A) Value
B) Vendor
C) Buying center
D) Strategic
E) Cost
Question 6An emphasis on producing measurable effects is one of the noted appeals of direct marketing. In evaluating direct marketing programs, ____ and ____ are frequently used.
a. cost per contact; cost per consumer
b. cost per rating point; cost per share
c. cost per thousand; cost per million
d. cost per inquiry; cost per order
Question 7Kyle is preparing the promotional plan for Jansport backpacks in early May. This promotion will be executed in the month of August and will be a paid form of nonpersonal communication. It will be communicated to a target audience through a mass medium. Kyle is using the ___ form of promotion.
A) advertising
B) public relations
C) sales promotion
D) personal selling
E) social media
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