MMP 103:

Marketing Management

Module Test IV

I. Multiple Choice.

_______ 1. These can state facts or simply use hype, such as calling one brand of orange juice "the best" when nutritionally it is identical to other brands.

a. Association

b. Bandwagon

c. Claims

d. Free Samples

_______ 2. a product or company with a famous person, catchy jingle, desirable state of being or powerful emotion creates a strong psychological connection in the customer.

a. Association

b. Bandwagon

c. Claims

d. Free Samples

_______ 3. It is a form of propaganda that exploits the desire of most people to join the crowd or be on the winning side, and avoid winding up the losing side.

a. Association

b. Bandwagon

c. Claims

d. Coupons and Discounts

_______ 4. These are distributed by mail, published in newspapers and magazines or delivered in person.

a. Association

b. Bandwagon

c. Claims

d. Coupons and Discounts

_______ 5. These should be small, but they must be large enough to provide customers with an adequate experience of your product. This is the most expensive sales promotion technique.

a. Association

b. Bandwagon

c. Claims

d. Free Samples

_______ 6. It refers to any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

a. Advertising

b. Direct Marketing

c. Personal Selling

d. Sales Promotion

_______ 7. It has a message to convey to others. This can be anyone from a brand manager to a salesperson in a smaller organization.

a. Decoding

b. Encoding

c. Media/Channel

d. Source/Sender

_______ 8. It involves communicating the message in understandable terms for the consumer.

a. Decoding

b. Encoding

c. Media/Channel

d. Noise

_______ 9. The message moves from sender to receiver. It can be personal or mass. The personal is in the form of a salesperson communicating directly with consumers. Mass media include television, radio, cinema, newspapers and magazines.

a. Media/Channel

b. Message

c. Receiver

d. Response

_______ 10.It interferes with or disrupts effective communication. This can include a poor television or radio signal.

a. Encoding

b. Feedback

c. Noise

d. Receiver

_______ 11.It is a type of advertising campaign that seeks to elicit an action such as an order, a visit to a store or Web site, or a request for further information from a selected group of consumers in response to a communication from the marketer.

a. Broadcast Faxing

b. Direct Advertising

c. Direct Marketing

d. Tele Marketing

_______ 12.It is the most heavily used direct marketing medium. It has been used to sell a wide variety of goods and services to consumers as well as businesses, and it continues to grow despite postage increases.

a. Broadcast Faxing

b. Direct Advertising

c. Direct Mail

d. E-Mail Marketing

_______ 13.In business, this can be used to reach smaller accounts that do not warrant a personal sales call as well as to generate, qualify, and follow up leads.

a. Broadcast Faxing

b. Direct Advertising

c. Direct Marketing

d. Tele Marketing

_______14.It is directly marketing a commercial message to a group of people using email. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.

a. Broadcast Faxing

b. Direct Advertising

c. Direct Mail

d. E-Mail Marketing

_______ 15.Faxes are sent to multiple recipients, marketers send commercial faxes to those with whom they have an established business relationship (EBR), but imposes some new requirements. These requirements include providing an opt-out notice on the first page of faxes and establishing a system to accept opt-outs at anytime of the day.

a. Broadcast Faxing

b. Direct Advertising

c. Direct Marketing

d. Tele Marketing

II. Matching Type.

a. Advertising

b. Decoding

c. Direct Selling

d. Claims

e. Personal Selling

f. Public Relations

g. Receiver

h. Repetition

i. Response

j. Sales Promotion

k. Trade Shows

l. Weasel Words

B

_______ 1. It is a marketing device used to stimulate demand and facilitate personal selling.

_______ 2. It is a communication method used by businesses to convey a positive image to a target audience and the general public.

_______ 3. It is a simple yet effective technique used to build identity awareness and customer memory.

_______ 4. These are used to suggest a positive meaning without actually really making any guarantee.

_______5. This features booths where producers, suppliers, and other marketers display and provide information about their products.

_______ 6. The receiver decodes or interprets the message. For a message to be decoded by a receiver the way it was intended by the sender, the sender and receiver need to have common experiences.

_______ 7. This is the person or group with whom the sender attempts to share ideas.

_______ 8. This is how the customer reacts to the message.

_______ 9. This occurs where an individual salesperson sells a product, service or solution to a client.

_______ 10.It is the sale of a consumer product or service, person-to-person, away from a fixed retail location, marketed through independent sales representatives who are sometimes also referred to as consultants,