Question 1 Sales reps who coordinate communication and fruitful contact between people in the buying and selling organizations can be thought of as ___.

a) team sellers

b) order arrangers

c) account managers

d) missionary salespeople

e) sales managers

Question 2 In which of the following stages of personal selling does a salesperson tell the product story to the buyer?

a) Preapproach

b) Closing

c) Prospecting

d) Objection handling

e) Presentation

Question 3 Greta is marketing a product that is technologically advanced and requires a great deal of explanation. Which direct response tool should she use?

a) Direct mail

b) Inbound telemarketing

c) Infomercial

d) E-mail

e) Outbound telemarketing

Question 4 If a prospective client does not want to buy from you because she feels the price is too high, you are facing an objection due to ___

a) reactance

b) apathy

c) psychological resistance

d) logical resistance

e) relationship inertia

Question 5 As a result of the growing complexity of the communication landscape, companies are adopting ___ as an approach to designing, communicating, and delivering a message through multiple strategies that work together and reinforce one another.

a) brand engagement

b) integrated marketing communications

c) market research

d) digital marketing

e) values-driven communication

Question 6 Which of the following extrinsic factors is most likely to sway a consumer's decision about whether to contribute to social media?

a) Whether they are learning.

b) Whether it affects their self-image.

c) Whether they are having fun.

d) Whether their family is having fun.

e) Whether the brand is novel.

Question 7 ___ relies on word of mouth that encourages consumers to pass along audio, video or written information about company-developed products and services to others online.

a) Video sponsorship

b) Guerrilla marketing

c) Facebook ads

d) social media

e) Viral marketing

Question 8 Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print, broadcast, network, electronic, and display media?

a) Sales promotion

b) Advertising

c) Direct marketing

d) public relations

e) Personal selling

Question 9 ___ is an element of the marketing communications mix in which a seller tries to convince a buyer to purchase a particular product or service and typically involves face-to-face communication.

a) Sales promotion

b) Sampling

c) Word-of-mouth marketing

d) Personal selling

e) Advertising

Question 10 Which method for establishing the total marketing communications budget sets communication budgets to achieve the same amount of share-of-voice as competitors?

a) Affordable method

b) Percentage-of-sales method

c) Comparative-parity method

d) Objective-and-task method

e) Competitive-parity method

Question 11 Randi is most motivated when there is no ceiling or caps on her commissions, she can earn overachievement commissions for exceeding quotas, and she benefits from prize structures that allow multiple winners. In sales terminology, she is probably a ___.

a) Laggard

b) Star

c) Core performer

d) Cash cow

e) Dog

Question 12 ___ are streams in which consumers, the press, or other outsiders voluntarily communicate something about the brand via word of mouth, buzz, or viral marketing methods.

a) Owned media

b) Paid media

c) Placed media

d) Earned media

e) Integrated media

Question 13 Which of the following is NOT generally true of online reviews?

a) People value positive reviews more than negative reviews.

b) Raters are influenced by previous, positive ratings.

c) Social influence can lead to disproportionally positive online ratings.

d) Online reviews can be biased.

e) Online reviews can be fake.

Question 14 Kate is coaching members of her field sales team to help them understand how they spend their time and how they might increase their productivity. A tool that would help her provide feedback for this is ___.

a) a feed-forward approach

b) a sales quota

c) a norm for prospect calls

d) time-and-duty analysis

e) an expense allowances

Question 15 A consumer who dislikes a celebrity sees that celebrity endorsing a favorite product and winds up feeling slightly more positive about the celebrity. What effect just took place?

a) Positioning

b) Linkage

c) Distinction

d) Attention transfer

e) Congruity

Question 16 Which of the following is an advantage of using newspapers as an advertising medium?

a) Long lifespan

b) Good local market coverage

c) High level of targeting

d) Huge "pass-along" audience

e) High reproduction quality

Question 17 If a consumer flipping through TV channels mishears a commercial, this represents a failure in which element of the macromodel of the communication process?

a) Decoding

b) Messaging

c) Noise

d) Encoding

e) Media

Question 18 When a public relations department of a company advises management about public issues, and company positions and image during good times and bad, it is performing the function of ___.

a) corporate communications

b) lobbying

c) press relations

d) product publicity

e) counseling

Question 19 A salesperson sends e-mails to persuade prospects to buy the products of his company. This is a type of ___.

a) direct marketing

b) word-of-mouth

c) buzz marketing

d) virtual reality

e) viral marketing

Question 20 a___ is the proportion of company advertising of a product to all advertising of that product.

a) Share of cost

b) Share of voice

c) Share of market

d) Share of mind

e) Shareofwallet