42. Why do many organizations rely beavily on personal selling? a to keep their products from moving from the introduction stage to the growth stage of their product life cycle b. to make more efficient use of the promotional mix c. to quickly move a product to the last stage of its product life cyele d. to avoid use of the "personal touch e. to more efficiently sell complex and/or expensive products 43. In which of the followving situations would personal selig be the LEAST cost effective choice? a. a manufacturer selling a line of running shoes to a chain of department stores b. an automobile dealer selling luxury cars c. a real estate agent selling a home d. a chain of supermarkets selling convenience products e. a computer systems firm selling hardware and software to a large business Kaylee finally graduated and got a new job with Alex's new import/export company Prestige Worldwide. She was hired to sell a new line of Australian didgeridoos into the U.S. market. Alex had offered her a nice salary, and in addition, if Kaylee sold a certain amount, she would receive additional financial incentive in the form of commissions. But no, grumpy Kaylee was not happy, she thought with her superior selling skills and market knowledge she should get more. So Alex finally set up an additional sales incentive: if she could sell more product than anyone else in their sales force by the end of the year, she would receive an all-expenses-paid trip to Australia. This additional compensation system is called a. salary b. salary plus commission c. commission d. a bonus e. wages 45. Rachel inally graduated and decided to start a new Topeka business that sold exotic animal oils used for aroma therapy. After much head-scratching she decided to call it I's Exotic Animal Oil Store." One day she was approached by Alex who was a new Australian lizard oil product into the U.S. called "Slimy Goanna Oil Rub" and he was looking for a distributor- and Rachel thought this product would be a good fit for her retail store. Alex was also offering a special cash bonus for Rachel's own salespeople if they sold more of his goanna oil product. A manufacturer that encourages the sales people of an intermediary to sell more of their product by offering incentive for the salesperson is using what type of promotion mix strategy? a. push strategy b. push pricing c. pull strategy d. personal selling c. push over 14 is a marketing strategy that involves "ambushing consumers with promotional content; with unconventional or surprising methods or in places where the consumers would least expect to see information about a product or service a. database marketing b. guerrilla marketing c. viral marketing d. spontaneous advertising e. AlDA modeling 35. Hotmail was one of the first firms to put a message "Get Your Free E-mail at Hotmail.com" at the bottom of every e-mail sent by a Hotmail user. This concept of allowing consumers to recruit potential new customers by spreading information or material about your company is called_ a. product placement b. guerrilla marketing c. viral marketing d. personal selling e. falsification 36. Identify below a main reason why guerrilla marketing has been described as more effective than traditional marketing? a. b. c. d. e. because chimpanzees have 99% of human DNA because consumers enjoy TV advertising the most because target markets are routinely immersed in direct marketing because consumers are becoming de-sensitized to traditional marketing because consumers are aware of the expense of TV advertising One day Yoriko met some tourists in downtown Topeka by the capital building. She saw this as an opportunity to generate Word-Of-Mouth (WOM) about her new store that sold Japanese products. She approached them, asked them to hold some of the products while she "accidently" (but on purpose) dropped an entire bag of products on the ground. Of course the tourists obligingly helped the stumbling Yoriko by picking up the products-but in the process got to see, hold and interact with them. She lied and said he bought them from a store down the street and gave them directions (but it was her own store). By not clearly communicating to these potential customers and attempting to generate what is considered zunethical WOMM Yoriko engaged in: a. guerrila marketing b. sales promotion c. stealth marketing d. direct marketing e. personal selling 6. Marketers sometimes show people losing a job interview because of dandruff, not being talked to because of a lack of mouthwash or even as a result of a bad date because they use the wrong brand of deodorant. What lype of appeal best describes this advertising strategy? a. USP b, testimonial c. fear d. demonstration e. humor 7. advertising is the most common form of advertising and focuses on a specifie product. a. Institutional b. Promotion c. Media d. Service e. Product 8. Alex was busy organizing his import/export company. By selling foreign products from Australia such as didgeridoos and Vegemite, he figured he could differentiate from other products on the market. He was wondering which appeal to use in advertising and thought back to his BU360 days and figured the best target market for his didgeridoos would most likely be young males with low 1Qs. He decided to make a YouTube video and show bikini-clad girls having fun playing didgeridoos in the park, and then showing viewers how they can order didgeridoos from his company at the end. After three days the video had over 1 million hits and sales had tripled. This advertising appeal can best described as using (a);: a. fear appeal b. sex appeal c. blowing appeal d. humor appeal e. comparative advertising appeal 9. Which of the following statements about radio as an advertising medium is true? radio advertising is typically quite expensive. radio advertising receives the greatest amount of impressions. a. b. c. one advantage of radio advertising is its flexibility d. the selection of radio as the advertising medium prohibits the use of segmentation strategies. radio is defined as a place-based medium. e