________ is the securing of editorial space, as opposed to paid advertising, to further marketing objectives.
a. Ambush marketing
b. Sponsorship
c. Publicity
d. Media buying
Question 2Every time Kirk shops for jewelry for his wife, he chooses which brand to purchase based on the how expensive the jewelry pieces are. He tries to choose one that isn't too cheap because he figures the higher the price, the better the quality. Kirk is using what type of heuristic?
a. Simulation heuristic
b. Price-quality heuristic
c. Rationalization heuristic
d. Price-segmentation heuristic
e. Representativeness heuristic
Question 3In the proactive context of external public relations, marketers are concerned about all of the following except:
a. establishing global identities to increase sales.
b. differentiating products and services.
c. attracting employees.
d. anticipating and countering criticism.
Question 4In ________ choice, people make choices based on overall evaluations of brands.
a. attribute-based
b. mixed
c. attitude-based
d. systematic-based
e. stimulus based
Question 5The use of one agency allows for coordination, especially when the global marketer's operations are:
a. streamlined.
b. decentralized.
c. concentrated.
d. centralized.
Question 6Sitting at home trying to figure out where to go to dinner is an example of a:
a. stimulus-based choice.
b. memory-based choice.
c. mixed choice.
d. normative choice.
e. heuristic choice.
Question 7Media vehicles that have target audiences on at least three continents and for which the media buying takes place through a centralized office are considered to be:
a. panregional media.
b. cosmopolitan media.
c. global media.
d. mass marketing media.
Question 8Sales of the Sunbeam 75 blender increased when Sunbeam introduced a larger and more expensive model for 125 . This is an example of which phenomenon?
a. Attraction effect
b. Part-list cuing effect
c. Law of large numbers effect
d. Ingratiation effect
e. Regression to the mean
Question 9In _____, the participating parties sign two separate contracts that specify the goods and services to be exchanged.
a. switch-trading
b. clearing arrangements
c. buyback
d. counterpurchase
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