Marketing Question $1$

Which of the following is TRUE about advertising $($as compared to sales promotion$)?$

o The results of advertising are directly measurable.

o The benefits of advertising are immediate.

o Advertising is directed at changing consumer behavior $($rather than attitudes$).$

o The benefits of advertising are enduring $($long lasting$).$

o Sales promotion is a subset under the larger heading of "advertising."

Question $2$

In media scheduling, frequency would be MORE IMPORTANT than reach for which

o direct mail promotions designed to make a sale on the first impression

o prompting attitude change

o distributing cents$-$off coupons

o introducing a totally new brand that people have never heard of before

o advertising a special sale or price point

uestion $3$

are promotional exhibits set up at the retailer's location to build traffic, advertise the product, or induce impulse buying.

o Freestanding inserts

o Point$-$of$-$purchase displays

o Specialties

o Premiums

o Sponsorships

Question $4$

Straight commission $($e$.$g$.$ variable compensation$)$ works best:

o when the objective is to attract high performers and increase motivation to sell

o when the selling task requires teamwork

o to reduce salesperson tendency to overstock customers

o when there is a high ratio of non$-$selling to selling duties

o when the company wants to emphasize relationship building over meeting a sales quota

Question $5$

A $$ strategy is a promotion used by manufacturers to convince wholesalers and$/$or retailers to carry, sell an support their merchandise.

o Trade

o Teaser

o Pull

o Push

o Enticement

Question $6$

The promotions tool that is differentiated from the others because its intent is not to sell the product is called:

o direct marketing

o sales promotion

o public relations

o advertising

o personal selling

Question $7$

Multi$-$channel $($or dual$)$ distribution:

o is when products are sold through two or more different types of retailers

o refers to distributing goods using two or more channel intensities

o necessarily causes conflict among preexisting channel members

o refers to the two stage process of promoting brands on the producer's web site and then directing customers to finalize the purchase at the closest retail location

o is when a producer distributes its offering through two or more different marketing channels

Question $8$

Maverick King hand$-$makes guitars and sells them to retailers and also recently began to sell them directly from his website to the final customer on www$.$MaverickGuitars.com. The retailers aren't happy about Maverick's Internet sales because they claim the direct sales by Maverick as the producer of the guitars are adversely affecting their in$-$store sales. This is an example of

conflict.

o horizontal channel

o direct channel

o multichannel

o coop channel

o single channel

Question $9$

Which of the following is the strongest differentiator for brick$-$and$-$mortar stores who want to emphasize their superiority over online retailers?

o product quality

o the shopping experience

o product range

o pricing

o the retailer's reputation

Question $10$

Selling a product through several $($but not most available$)$ retailers in a particular geographic area:

allows dealers to charge high mark$-$ups

o is appropriate for convenience goods

o is referred to as selective distribution

o is the strategy of choice for specialty or luxury goods

o is referred to as restricted distribution