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saint MBA565 quiz 6

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Question;1.A(n) ________ appeal;elaborates on a non-product-related benefit or image when advertising a;product or service. (Points: 5);informational;destructive;involving;creative;transformational;Question;2. 2.One of the advantages of television is that it combines sight;sound, and motion, appealing to the senses, high attention, and high reach.;One of the disadvantages of television is its ________. (Points: 5);use of the "remote control" to zap through commercials;high clutter;cable channels;fragmented markets;censorship possibilities;Question;3. 3.________ is the specialized knowledge that the communicator;possesses to back the advertising claim. (Points: 5);Likeability;Source;Expertise;Trustworthiness;Faith;Question;4. 4.Effective salespeople have more than instinct, they are;trained in methods of ________ and ________. (Points: 5);profitability, analysis;analysis, customer management;customer management, time management;pricing, time management;time, territory management;Question;5. 5.The most important source of information about reps is sales;reports. Sales reports are divided between activity plans and ________.;(Points: 5);call reports;written objectives;daily plans of action;activity reports;write-ups of activity results;Question;6. 6.Messages delivered by attractive or popular sources can potentially;achieve higher attention and recall. What is important is the;spokesperson's credibility. Source credibility consists of trustworthiness;likability, and ________. (Points: 5);celebrity status;experience;expertise;age;reputation;Question;7. 7.Direct-mail prospects can be identified on the basis of such;variables as age, sex, income, education and ________. (Points: 5);banking practices;previous mail-order purchases;previous purchases;response to mail-order catalogs;telemarketing response;Question;8. 8.The main advantage of nontraditional media is that a very;precise and-because of the nature of the setting involved-captive audience;often can be reached in a ________ manner. (Points: 5);new;effective;cost-effective;targeted;individualized;Question;9. 9.Personal communications channels derive their effectiveness;through ________ presentation and feedback. (Points: 5);effective;group;canned;individualized;persuasion;Question;10. 10.The ________ involves correlating past sales to past;advertising expenditures using advanced statistical techniques in an effort;to measure the sales impact of a given promotional campaign. (Points: 5);historical approach;experimental design approach;humanist approach;target exposure rate approach;pulsing approach;Question;11. 11.When a relationship management program is properly;implemented, the organization will begin to focus as much on managing its;customers as on managing its ________. (Points: 5);finances;products;personnel;markets;brands;Question;12. 12.Sales promotions tools offer three distinctive benefits to;marketers. Among these benefits are communication, invitation, and;(Points: 5);credibility;impersonality;exclusion;inclusion;incentive;Question;13. 13.An effectively trained company sales force can make four;important contributions: enthusiasm building, missionary selling, key;account management, and ________. (Points: 5);customer contacts;relationship selling;direct sales contacts;increased stock position;account management;Question;14. 14.Companies must consider several factors in developing their;communications mix: type of product market, consumer readiness to make a;purchase, and the stage in the ________. (Points: 5);product life cycle;marketing mix;advertising mix;buying process;none of the above;Question;15. 15.Marketing managers must prepare implementation and control;plans that cover the various elements of the sales promotion program.;is the time necessary to prepare the program prior to launching;it. (Points: 5);Sell-in time;Pretesting;Duration;Lead time;Forwarding;Question;16. 16.Marketing functions must be coordinated to ensure;among communications tools. (Points: 5);significant costs;power;importance;incremental costs;substitutability;Question;17. 17.Salespeople need to know how to recognize closing signs from;the buyer, including physical actions, statements or comments, and;(Points: 5);products;questions;concerns;actions;objections;Question;18. 18.Call centers that initiate calls to prospects and customers;are called _________. (Points: 5);teleprospecting;telesales;telecoverage;outbound telemarketing;inbound telemarketing;Question;19. 19.Advertising objectives can be classified according to;whether their aim is to inform, persuade, remind, or ________. (Points: 5);create interest;purchase;create demand;reinforce;introduce;Question;20. 20.Marketers are using creative and unexpected ad placements to;grab consumers' attentions in ________ advertising. (Points: 5);market-specific;customer-specific;space;nontraditional;place;1.A(n) ________ appeal;elaborates on a non-product-related benefit or image when advertising a;product or service. (Points: 5);informational;destructive;involving;creative;transformational;Question;2. 2.One of the advantages of television is that it combines sight;sound, and motion, appealing to the senses, high attention, and high reach.;One of the disadvantages of television is its ________. (Points: 5);use of the "remote control" to zap through commercials;high clutter;cable channels;fragmented markets;censorship possibilities;Question;3. 3.________ is the specialized knowledge that the communicator;possesses to back the advertising claim. (Points: 5);Likeability;Source;Expertise;Trustworthiness;Faith;Question;4. 4.Effective salespeople have more than instinct, they are;trained in methods of ________ and ________. (Points: 5);profitability, analysis;analysis, customer management;customer management, time management;pricing, time management;time, territory management;Question;5. 5.The most important source of information about reps is sales;reports. Sales reports are divided between activity plans and ________.;(Points: 5);call reports;written objectives;daily plans of action;activity reports;write-ups of activity results;Question;6. 6.Messages delivered by attractive or popular sources can potentially;achieve higher attention and recall. What is important is the;spokesperson's credibility. Source credibility consists of trustworthiness;likability, and ________. (Points: 5);celebrity status;experience;expertise;age;reputation;Question;7. 7.Direct-mail prospects can be identified on the basis of such;variables as age, sex, income, education and ________. (Points: 5);banking practices;previous mail-order purchases;previous purchases;response to mail-order catalogs;telemarketing response;Question;8. 8.The main advantage of nontraditional media is that a very;precise and-because of the nature of the setting involved-captive audience;often can be reached in a ________ manner. (Points: 5);new;effective;cost-effective;targeted;individualized;Question;9. 9.Personal communications channels derive their effectiveness;through ________ presentation and feedback. (Points: 5);effective;group;canned;individualized;persuasion;Question;10. 10.The ________ involves correlating past sales to past;advertising expenditures using advanced statistical techniques in an effort;to measure the sales impact of a given promotional campaign. (Points: 5);historical approach;experimental design approach;humanist approach;target exposure rate approach;pulsing approach;Question;11. 11.When a relationship management program is properly;implemented, the organization will begin to focus as much on managing its;customers as on managing its ________. (Points: 5);finances;products;personnel;markets;brands;Question;12. 12.Sales promotions tools offer three distinctive benefits to;marketers. Among these benefits are communication, invitation, and;(Points: 5);credibility;impersonality;exclusion;inclusion;incentive;Question;13. 13.An effectively trained company sales force can make four;important contributions: enthusiasm building, missionary selling, key;account management, and ________. (Points: 5);customer contacts;relationship selling;direct sales contacts;increased stock position;account management;Question;14. 14.Companies must consider several factors in developing their;communications mix: type of product market, consumer readiness to make a;purchase, and the stage in the ________. (Points: 5);product life cycle;marketing mix;advertising mix;buying process;none of the above;Question;15. 15.Marketing managers must prepare implementation and control;plans that cover the various elements of the sales promotion program.;is the time necessary to prepare the program prior to launching;it. (Points: 5);Sell-in time;Pretesting;Duration;Lead time;Forwarding;Question;16. 16.Marketing functions must be coordinated to ensure;among communications tools. (Points: 5);significant costs;power;importance;incremental costs;substitutability;Question;17. 17.Salespeople need to know how to recognize closing signs from;the buyer, including physical actions, statements or comments, and;(Points: 5);products;questions;concerns;actions;objections;Question;18. 18.Call centers that initiate calls to prospects and customers;are called _________. (Points: 5);teleprospecting;telesales;telecoverage;outbound telemarketing;inbound telemarketing;Question;19. 19.Advertising objectives can be classified according to;whether their aim is to inform, persuade, remind, or ________. (Points: 5);create interest;purchase;create demand;reinforce;introduce;Question;20. 20.Marketers are using creative and unexpected ad placements to;grab consumers' attentions in ________ advertising. (Points: 5);market-specific;customer-specific;space;nontraditional;place

 

Paper#47163 | Written in 18-Jul-2015

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