1.- Developing the entire promotion budget or just the advertising budget by defining

specific objectives, determining what must be done to achieve these objectives,

and estimating the associated costs, is called the __________ method of

budgeting.

a).- hyphenated

b).- percentage-of-sales

c).- competitive-parity

d).- objective-and-task

2.- The part of the communication process in which the receiver assigns meaning to

the symbols encoded by the sender, is called_______.

a).- encoding

b).- decoding

c).- misunderstanding

d).- none of the above

3.- Consider cost-based versus value-based pricing. Which is more closely related to

the selling concept?

a).- cost-based.

b).- value-based.

c).- both are closely related.

d).- neither is closely related.

4.- The Michelin Man is a(n) ________.

a).- personality symbol

b).- product endorser

c).- piece of scientific evidence

d).- example of the witness protection program

5.- According to the book, the step in the selling process in which the salesperson

identifies qualified potential customers, is called __________.

a).- preapproach

b).- prospecting

c).- predatory pricing

d).- market skimming