07 May Question181. Personal selling lets the salespers
Question
181. Personal selling lets the salesperson adapt the firm’s marketing mix to a specific customer. This is an aspect of which marketing mix variable?
A. Price
B. Place
C. Promotion
D. Product
182. is direct spoken communication between sellers and potential customers.
A. Personal selling
B. Sales promotion
C. Advertising
D. Publicity
E. Mass selling
183. From the perspective of the four Ps, personal selling is to advertising as
A. mass selling is to branding.
B. Place is to Product.
C. sales promotion is to pricing.
D. warranties are to channel type.
E. geographic terms are to price allowances.
184.refers to personal communication between a seller and a customer who wants the seller to resolve a problem with a purchase.
A. Advertising
B. Sales promotion
C. Publicity
D. Personal selling
E. Customer service
185. Advertising is:
A. the designing and distribution of novelties, point-of-purchase materials, store signs, contests, catalogs, and circulars.
B. direct communication between sellers and potential customers.
C. any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.
D. the main form of publicity.
E. All of these are included in Advertising.
186. A popular television show, The Unexpected, achieved skyrocketing ratings after moralist Tom Bowman attempted to have it removed from the air. This is an example of mass selling through
A. advertising.
B. publicity.
C. unethical means.
D. personal selling.
E. media hype.
187. Sales promotion:
A. lets the salesperson adapt the firm’s marketing mix to each potential customer.
B. is the main form of advertising.
C. tries to help the personal selling and mass selling people.
D. is free.
E. consists of both advertising and personal selling.
188. Catalogs, point-of-purchase materials, and free samples are all examples of:
A. publicity.
B. personal selling.
C. sales promotion.
D. advertising.
189. Coupons, samples, and point-of-purchase materials are examples of
A. advertising.
B. publicity.
C. specialty service.
D. personal selling.
E. sales promotion.
190. When Herbal Essences offers “dollar-off coupons” to adult women to try to get them to try its shampoos and conditioners, this is an example of:
A. publicity.
B. sales promotion.
C. product development.
D. market penetration.
E. distribution.
191. Ford Motor Co. “loaned” new Fiestas to social trendsetters who drove the cars as part of their Meals on Wheels responsibilities. When Ford asked them to write about their driving experiences on Facebook and Twitter, it was emphasizing which aspect of the 4Ps?
A. Product
B. Place
C. Price
D. Promotion
192. The owner of the new Sharp Scissors hair salon gave coupons to potential customers walking by her store to stimulate interest and trial of her new hair salon. The coupons are an example of
A. advertising.
B. publicity.
C. sales promotion.
D. a channel of distribution.
E. media.
193. To help cosmetic company, RedRain Inc., launch a new line of lipstick, tickets that can be redeemed for prizes are enclosed in some of the lipstick packages. This activity can be best classified as
A. advertising.
B. publicity.
C. sales promotion.
D. personal selling.
E. mass marketing.
194. When 3M sent samples of Breathe Right Nasal Strips to the NFL trainers, this was an example of a strategy.
A. price
B. promotion
C. personnel
D. product
E. place
195.”Price”:
A. is affected by the kind of competition in the target market.
B. includes markups and discounts, but not allowances and freight charges.
C. is not affected by customer reactions.
D. is the most important part of a marketing mix.
196. The Price area of the marketing mix:
A.requires consideration of the cost of the marketing mix and the competition facing the firm when setting prices.
B. does not involve estimating consumer reaction to possible prices.
C. refers to any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.
D. does not include the consideration of geographic terms in price setting.
E. None of these is correct.
197. When developing a marketing mix, a marketing manager should remember that:
A. “Promotion” includes only personal selling and publicity.
B. A channel of distribution includes at least one intermediary.
C. “Price” includes markups, discounts, allowances, and geographic terms.
D. “Product” includes physical goods but not services.
198. When Ford Motor Co. introduced its Escape hybrid SUV, it offered a $1,000 rebate as an incentive to attract new buyers. This was an example of which aspect of the marketing mix?
A. Price
B. Promotion
C. Place
D. Product
199. The most important variable in a firm’s marketing mix is:
A. Product.
B. Price.
C. Promotion.
D. Place.
E. None of these since all contribute to one whole.
200. When ranked in importance from greatest to least, the four Ps line up as follows:
A. Product, price, promotion, place.
B. Price, promotion, place, product.
C. Promotion, place, product, price.
D. Place, product, price, promotion.
E. The four Ps are of equal importance.
201. The appropriate marketing mix is determined in large part by:
A. the preferences of the marketing managers.
B. the length of the product production cycle.
C. the needs of the target market.
D. the hottest trends in viral marketing.
E. the popularity of big box retail stores.
202. An appropriate marketing mix should be determined PRIMARILY by
A. what has worked for the company in the past.
B. the needs of a target market.
C. the budget available to spend.
D. the past experiences of the marketing manager.
E. what product the firm can produce with economies of scale.
203. Ideally, a good marketing mix should:
A. be very similar to the marketing mix typically used by key competitors.
B. be determined by which marketing mix costs the least.
C. not include much advertising because it’s expensive and usually isn’t very effective.
D. flow logically from all the relevant dimensions of a target market.
204. The text’s “Toddler University” example shows that:
A. parents are not price sensitive when it comes to assuring that their kids will get a good college education.
B. the needs of a target market determine the nature of the appropriate marketing mix.
C. a small producer can’t compete effectively against large competitors.
D. in the long run, a firm cannot make a profit without its own production facilities.
E. All of these are true.
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