QUESTION 28

1. Which of the following is a type of sales promotion that can be used if the organization's goal is to increase brand loyalty?

   		frequent-buyer programs
   		event sponsorship
   		direct mail advertising
   		advocacy advertising
   		sweepstakes and contests

2. Personal selling, advertising, public relations, and sales promotions are decisions made when planning the _____ strategy.

   		place
   		promotion
   		possession
   		pricing
   		product

3. Which of the following is an example of an individual factor that influences the consumer decision-making process?

   		family
   		neighborhood
   		personality
   		opinion leaders
   		culture

4. 2 points

   QUESTION 35

5. A _____ product is a product for which consumers may search long and hard and for which they refuse to accept substitutes.

   		shopping
   		specialty
   		convenience
   		generic
   		sought

6. 2 points

   QUESTION 36

7. Based on the expectancy theory, managers who want to motivate their employees should:

   		determine the rewards valued by each employee
   		make sure all people have the same opportunity to receive rewards
   		assume all employees want the same rewards
   		offer intermittent reinforcement
   		do all of the above

8. 2 points

   QUESTION 37

9. At Children's Hospital in Denver, good attendance is encouraged by recognizing staff members who have not missed work in the previous three months. At three-month intervals, at staff meetings, the names of those who have not missed work that quarter are announced. These employees are given ribbons of excellence, perfect attendance pins, prizes, tote bags, alarm clocks, gift certificates or movie tickets. As an added incentive, the person with the longest record of perfect attendance is allowed to choose first from the list of "gifts." This is an example of how _____ are used in association with the ______ theory.

   		rewards; reinforcement
   		instruments; expectancy
   		satisfiers; equity
   		objectives; goal-setting
   		hygiene factors; Herzberg's

10. 2 points

    QUESTION 38

11. Price is:

    		always expressed in the United States in dollars and cents
    		based on the expected value you will receive from your purchase
    		based on the actual perception you will receive from your product
    		also called revenue
    		accurately described by none of the above

12. 2 points

    QUESTION 39

13. According to equity theory, if employees perceive that an inequity exists, they may:

    		look at the situation from a different perspective
    		change their work habits
    		quit the job
    		distort their perceptions of themselves
    		do any of the above

14. 2 points

    QUESTION 40

15. According to the goal-setting theory,:

    		specific goals lead to higher levels of performance than do more generalized goals
    		more difficult goals lead to better performance than do easy goals
    		an individual's intention to work toward a goal is a primary source of motivation
    		feedback on progress toward goal enhances performance
    		all of the above are true

16. 2 points

    QUESTION 41

17. The final stage of the selling process is closing the sale.

    True

    False

18. 2 points

    QUESTION 42

19. Geraldine Fadsi's job in the entertainment industry is to bring together entertainers and organizations looking to hire entertainers. Fadsi is paid a commission, usually by the entertainer. Fadsi is acting as a:

    		merchant wholesaler
    		agent
    		distributor
    		distribution captain
    		marketer

20. 2 points

    QUESTION 43

22. 2 points

    QUESTION 48

23. According to equity theory, if employees perceive that an inequity exists, they may:

    		ask to be terminated
    		change their work habits
    		initiate a class action lawsuit
    		use selective behavior
    		do any of the above

24. 2 points

    QUESTION 49

25. Companies that want to meet the diverse needs of their employees by offering work-scheduling options can use:

    		job enlargement
    		gain-sharing
    		job enrichment
    		flextime
    		job rotation

26. 2 points

    QUESTION 50

27. The _____ is a specific group of consumers toward which a firm directs its marketing efforts.

    		population sample
    		package market
    		demand group
    		target market
    		utility group