You are a marketing manager for a company that packages vacations to exotic locations. You use a variety of media to promote these trips, including upscale magazines, infomercials, and direct mail. One of your primary objectives is integration. This is because if you integrate these programs,
a. you will cut the cost of communicating with audiences.
b. they will be easier to measure for their results.
c. they will be more effective than the sum of their parts.
d. you will eliminate the need to tailor specific messages to specific audiences.
Question 2The second stage in the business buying decision process is to
A) search for products and suppliers.
B) select the most appropriate product.
C) develop product specifications.
D) evaluate product and supplier performance.
E) recognize the problem.
Question 3What should always be a key goal of direct marketing today, one that many for-profit businesses and not-for-profit organizations seem to forget?
a. to build a widespread mail-order operation
b. to create an image for the brand
c. to integrate the message with all other advertising efforts
d. to reach customers across the board rather than consumers in specific markets
Question 4Factors such as climate, seasons, and holidays tend to lead to the promotional objective of
A) combating competitive promotional offers.
B) facilitating reseller support.
C) encouraging product trial.
D) retaining loyal customers.
E) reducing sales fluctuations.
Question 5The stages of the business buying decision process, in order, are
A) recognizing the problem, establishing product specifications, searching for products and evaluating possible suppliers, selecting suppliers and products, and evaluating performance.
B) recognizing the problem, searching for products and evaluating possible suppliers, selecting suppliers and products, establishing product specifications, and evaluating performance.
C) recognizing the problem, selecting suppliers and products, evaluating performance, establishing product specifications, and searching for substitute products.
D) establishing product specifications, recognizing the problem, searching for products, evaluating possible products and suppliers, selecting suppliers and products, and evaluating performance.
E) establishing product specifications, searching for products, selecting suppliers and products, evaluating performance, recognizing the problem, and evaluating possible products and suppliers.
Question 6Direct marketing pioneer L.L. Bean has always been a relationship builder. What insight did L.L. Bean have from the beginning regarding the use of direct marketing?
a. Word-of-mouth advertising is the best way to build a marketing base.
b. Long-term customer relationships must be based on trust.
c. Closing the sale comes first and commitment to customer satisfaction comes second.
d. Customers are willing to pay for catalogs if given the proper incentive.
Question 7Which of the following industries is most likely to employ combative promotional efforts?
A) Fast food
B) Computer laptops
C) Tax-preparation services
D) Universities
E) Automotive
Question 8As the new sales representative for Mackstead Electronics, Sophie is responsible for calling on hospital management and selling electronic hospital equipment such as blood pressure cuffs, scales, and heart monitors. Sophie knows that she needs to be friendly with the administrative assistants in the management offices in order to make sure that Mackstead's information brochures and new product diagrams actually get to the management staff. In this situation, Sophie is exhibiting her knowledge that administrative assistants are often ________ in the buying decision process.
A) gatekeepers
B) users
C) influencers
D) buyers
E) controllers
Question 9What is one main reason why direct marketing has grown in popularity?
a. its use of only one type of media to get a response
b. its goal of long-term sales promotion
c. its immediate measurement of response
d. its reliance on technology rather than human behavior
Question 10Which of the following is the best example of the promotional objective of combating competitive promotional efforts?
A) Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish soaps.
B) Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares.
C) The Pork Council advertises pork as the other white meat and a healthier alternative to beef.
D) After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks.
E) Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings.
Question 11Barry Gluckman of WP International, a major marketer of word-processing software, calls the secretary of Renee Dorchette, director of purchasing for MMK, Inc He sets up an appointment to discuss an upcoming purchase of software. The secretary plays the role of ____ in this purchase decision.
A) gatekeeper
B) buyer
C) decider
D) buying center captain
E) order giver
Quick Reply
