A person may perform more than one role related to making buying decisions.
Indicate whether the statement is true or false
Question 2Sparkle Jewelers is a manufacturer of fine jewelry that is expanding its use of direct marketing. Management has narrowed the options down to two, but has not decided whether to use ____ where it would mail potential customers brochures featuring the company's entire product line or _____ where it would feature a handful of products on QVC or the Home Shopping Network.
A) catalog marketing; online marketing
B) brand marketing; product marketing
C) catalog marketing; television home shopping
D) online marketing; telemarketing
E) general-line marketing; limited-line marketing
Question 3A marketing director for a bicycle helmet manufacturer has run a number of ads in traditional forms of media. Now she wants to directly measure the effectiveness of the first national bike race that the company is about to sponsor. She should compare the ____ with the ____.
a. sales figures in the weeks before and after the race; sales figures before and after traditional advertising placement
b. brand-preference figures in the weeks before and after the race; brand-preference figures before and after traditional advertising placement
c. brand exposures at the race and from media coverage of the race; brand exposures from the same amount spent on traditional advertising
d. expenditures to sponsor the race; expenditures needed to run traditional advertising over the same time period
Question 4Ped-Tastic is a small manufacturer of shoes designed to provide superior levels of comfort. The company is trying to decide on an intermediary to help get the shoes to retailers. Management is hoping to find someone to represent the company in negotiating with retailers. Management wants to retain control over the pricing and promotion of the shoes to retailers, and wants the intermediary to exclusively sell Ped-Tastic shoes and nothing else. Ped-Tastic should most likely be looking for a
A) broker.
B) manufacturer's agent.
C) selling agent.
D) sales office.
E) drop shipper.
Question 5An opinion leader is likely to be most influential when consumers have high product involvement and high product knowledge.
Indicate whether the statement is true or false
Question 6One way that companies like Boston-based John Hancock have attempted to assess the benefits of event sponsorship is to
a. convince company leaders and stockholders that the event is socially uplifting.
b. calculate the number of viewers exposed to a brand.
c. have company executives meet consumers in person at the event.
d. promote social causes along with the activities of the event.
Question 7Hutton Industries wants to hire an intermediary to help with the distribution of its products. Management needs an intermediary that will represent the company as sellers, but also wants to retain control over pricing and promotion decisions. It should most likely hire a
A) commission merchant.
B) broker.
C) manufacturers' agent.
D) selling agent.
E) limited-service wholesaler.
Question 8Esteem needs are the highest level in Maslow's hierarchy of needs.
Indicate whether the statement is true or false
Question 9A peanut supplier is new to sponsorship and wants to get an outside opinion on the advantages of signage in baseball stadiums. Which company gives advertisers a read on the impact of various signs at various sporting venues?
a. Forrester Research
b. Starcom MediaVest Group
c. Nielsen Media Research
d. Commercial Alert
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