BUS 508 CHAPTER 13 QUIZ
BUS 508 CHAPTER 13 QUIZ
1.
________ refers
to paid nonpersonal communication usually targeted at large numbers of
potential buyers.
2.
Many companies
consider personal selling the key to marketing effectiveness.
3.
________ is
personal selling conducted by telephone, provides a firm’s marketers with a
high return on their expenditures, an immediate response, and an opportunity
for personalized two-way conversation.
4.
________ is a
nonpersonal stimulation of demand for a good, service, place, idea, event,
person, or organization by unpaid placement of information in print or
broadcast media.
5.
Online and
interactive media have not changed the nature of advertising.
6.
Although both
field selling and telemarketing involve this activity, ________ is most often
related to retail and wholesale firms.
7.
________ is the
coordination of all promotional activities – media advertising, direct mail,
personal selling, sales promotion, and public relations – to produce a unified,
customer-focused promotional strategy.
8.
________ is a
persuasive type of promotional presentation.
9.
Manufacturers
and other sellers often exhibit at ________ to promote goods or services to
members of their distribution channels.
10.
Marketers can
choose between two general promotion strategies:
11.
The goal of a
________ sales promotion is to get new and existing customers to try or buy
products.
12.
________ are the
most common objectives included in the strategic plans of most firms.
13.
A ________ is a
gift of a product distributed by mail, door to door, in a demonstration, or
inside packages of another product.
14.
________ are
promotional items that prominently display a firm’s name, logo, or business
slogan.
15.
________ is the
form of promotion in which marketers pay placement fees to have their products
showcased in various media, ranging from newspapers and magazines to television
and movies.
16.
________
establishes a relatively high price to develop and maintain an image of quality
and exclusiveness.
17.
A minor portion
of U.S. advertising is information oriented.
18.
The average U.S.
household receives about 550 pieces of direct mail each year, including 100
catalogs.
19.
________ refers
to an organization’s communications and relationships with its various public
audiences.
20.
A firm uses
informative advertising to build initial demand for a product in the introductory
phase of the product life cycle.
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