MKT 100-Public Relations is . . .

29 Jun MKT 100-Public Relations is . . .

Question
Question16 Question text
Public Relations is . . .

Select one:

a. More effective than advertising because it is so targeted.

b. Seeks to influence the image of a company or person.

c. Always targets the consumer market.

d. Falls under the advertising budget because it is part of getting the company’s message out.

Question17

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Direct marketing has increased in its use because . . .

Select one:

a. It allows companies an additional way to leverage their customer databases.

b. It is well suited to the Internet.

c. The wide-spread use of e-mail provides a relatively inexpensive way to target specific individuals within a market.

d. All of these are reasons for direct marketing’s growth.

Question18

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With interactive marketing, the buyer controls the kind and amount of information received from the seller.

Select one:

True

False

Question19

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The pre-approach stage of personal selling . . .

Select one:

a. Sets up the prospecting stage.

b. Get the prospect’s attention and stimulates interest.

c. Gathers information so the salesforce can decide how to approach a prospective customer.

d. is the search for prospective customers.

Question20Question text
The close stage in personal selling . . .

Select one:

a. Includes different approaches such as the trial close.

b. Tries to obtain commitment from the prospect.

c. Create a customer from a prospect.

d. All these are aspects of the close stage of personal selling.

Question21Question text
The follow-up stage is relatively unimportant and often omitted in the personal selling process.

Select one:

True

False

Question22Question text
When a company launches its version of a product already on the market, the product is most likely already in the mature stage of the product life cycle.

Select one:

True

False

Question23

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Consumers who are “early adopters” for one product are usually early adopters of most new products.

Select one:

True

False

Question24

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Advertising and promotion used in the introduction of a new product aims to create the desire for the product class rather than the specific brand.

Select one:

True

False

Question25

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When promotion efforts shift toward reminding the market about the product, this shift is a way to:

Select one:

a. Attract more early adopters.

b. Differentiate from competitors.

c. Maintain brand loyalty

d. Delete non-profitable items from the product line.

e. All of these may occur when promotion turns to reminding.

Question26Question text
When setting up a channel of distribution from producer to consumer, which of the following would a producer NOT need to consider?

Select one:

a. Which intermediaries best cover the target market.

b. The profitability of working with a particular channel and intermediaries.

c. The ability to get needed parts from suppliers.

d. Which channel and intermediaries best satisfy the target market’s buying needs.

e. None of these is a consideration.

Question27

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In the growth stage of the product life cycle, distribution typically becomes more intensive, that is, more distributors join the channel.

Select one:

True

False

Question28Question text
In the maturity stage of the product life cycle, which of these statements is true about distribution?

Select one:

a. A distribution channel is firmly established by the growth phase and operates unchanged through the decline phase.

b. Distribution becomes more selective.

c. Producers often must offer additional incentives to intermediaries to avoid losing market share.

d. Distribution becomes more selective as less profitable products are weeded out.

e. All of these are likely to occur in the maturity phase.

Question29

Question text
In the growth stage of the product life cycle, which of these statements is NOT true about promotion?

Select one:

a. Emphasis on building brand loyalty and offers of more incentives to get competitors’ customers to switch.

b. Stimulate desire for the product rather than the specific brand.

c. Greater efforts are made to broaden distribution.

d. Greater efforts are made to secure more shelf space in stores.

Question30

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The product life cycle concept helps marketing managers plan alternative marketing strategies to address the challenges their products are likely to face. While the concept may be useful for monitoring sales results over time, it is not well-suited for the forecasting of product sales because many factors in the market may interfere.

Select one:

True

False