MKT 3301 - CH 13, 14,15,16,17,18,19.docx - 1 Award 0 out of...

Unformatted text preview: 1. Award: 0 out of 1.00 point Early adopters all of these alternatives are correct. tend to be opinion leaders. are the first adoption curve group to buy a product. are commonly called buzz agents. tend to rely on information sources that are not controlled by marketers. Early adopters are well-respected by their peers and often are opinion leaders. They tend to be younger, more mobile, and more creative than later adopters. 2. Award: 1 out of 1.00 point Because she frequently buys books at Amazon.com, Sophie Soleil set up an account and password at the website. Now, when she logs on and searches for a specific book, a note pops up at the center of her laptop screen saying: "Hello, Sophie, we have recommendations for you," and proceeds to list other titles that Sophie might enjoy based on her previous purchases. Amazon can remember Sophie (and her previous purchases) because the online retailer uses ______. encoding surveys decoding cookies banners Many websites place "cookies" on a customer's computer so that when the customer revisits their site the system can "remember" the customer and automatically recall past purchase activity. 3. Award: 1 out of 1.00 point Jeanne Bowman is an active, healthy, 80-year-old widow and mother of five grown children who range in age from 42 to 60 years old. She is well-informed and very conservative in her social and political views. Like many people in her age group, she is cautious when it comes to high-technology products, but in the last three years, she has purchased a cell phone and learned to use e-mail, mainly due to the urging of her children and friends. She has just decided to purchase a DVD player because she watched a DVD movie at her daughter's home and really liked the quality of the picture. As was the case with her other high-tech purchases, a family member will accompany her when she buys the DVD player. Regarding Jeanne's adoption of DVD technology, she seems to be in the ________________ group. early majority early adopter late majority innovator laggard The late majority are cautious about new ideas. Often they are older and more set in their ways, so they are less likely to follow early adopters. In fact, strong social pressure from their own peer group may be needed before they adopt a new product. 4. Award: 1 out of 1.00 point How does advertising differ from any other form of promotion? It is the main form of personal selling which includes the use of traditional media as well as new media. It must be paid for, while another form of mass selling-publicity is unpaid. It is any unpaid form of nonpersonal presentation of ideas, goods, or services. It involves direct spoken communication between sellers and potential customers. It tries to attract attention to the firm and its offerings without having to pay media costs. Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor whereas publicity is any unpaid form of nonpersonal presentation of ideas, goods, or services. 5. Award: 1 out of 1.00 point _____ means getting customers to ask intermediaries for the product. Underwriting Branding Forecasting Pulling Pushing Pulling means getting customers to ask intermediaries for the product. 6. Award: 1 out of 1.00 point When an individual initiates the communication process by searching for information about a business, which of the following search tools is he or she most likely to use? Business newsletter Billboard advertisement Internet Newspaper advertisement Television advertisement The most common and far‐reaching message channel to use for search is the Internet. 7. Award: 1 out of 1.00 point Clearwater Office Supply sells frequently purchased office supplies to businesses in a metropolitan area. It is a well-established company with a large share of the market. Its promotion should probably focus on reminding. innovators. making the demand curve less elastic. informing. stimulating primary demand. If target customers already have positive attitudes about a firm's marketing mix or a good relationship with a firm a reminding objective might be suitable. Reminding them of their past satisfaction may keep them from shifting to a competitor. 8. Award: 1 out of 1.00 point In the traditional communication model, the source can receive immediate feedback as the result of ______. Mass selling Sales promotion Personal selling Publicity Advertising Major advantage of personal selling is that the source (the seller) can get immediate feedback from the receiver. 9. Award: 1 out of 1.00 point Producers that advertise in GOOD HOUSEKEEPING magazine sometimes show that they have the Good Housekeeping "seal of approval." This illustrates their recognition of the importance of the ______________ in the communication process. feedback message channel noise encoding decoding The communication process is complicated even more because the message is coming from a source through some message channel, i.e. the carrier of the message. A source can use many message channels to deliver a message. 10. Award: 1 out of 1.00 point The basic promotion objective of informing consumers corresponds to which stage(s) of the AIDA model? Obtaining action Getting attention and arousing desire Holding interest Getting attention Getting attention and holding interest Getting attention is necessary to make consumers aware of the company's offering and holding interest gives the communication a chance to build the consumer's interest in the product. 11. Award: 1 out of 1.00 point The best way to reach EARLY adopters is through opinion leaders. salespeople and mass media. innovators. impersonal and scientific information media. the mass media. Early adopters tend to have the greatest contact with salespeople. Mass media are important information sources too. 12. Award: 1 out of 1.00 point A retailer's target customers are young, well educated, and mobile-with many contacts outside their local social group and community. They are eager to try new ideas and are willing to take risks. These target customers are the late majority. early adopters. laggards. the early majority. innovators. The innovators are the first to adopt. They are eager to try a new idea and willing to take risks. Innovators tend to be young and well educated. 13. Award: 0 out of 1.00 point In the promotion blend during the market maturity stage of the product life cycle, the total amount spent on promotion may rise as competition increases. the basic promotion objective is informing. the total amount spent on promotion usually decreases. None of these is a good answer. the promotion emphasis starts to shift from building primary demand to building selective demand. In market maturity, the total dollars allocated to promotion may rise as competition increases. 14. Award: 1 out of 1.00 point Gillette spent $100 million in its first year of advertising for a new type of razor and blades. All of its advertising was directed at final consumers in the hope that these consumers would go to retailers and ask for the product by name. This is an example of decoding pushing pulling AIDA encoding Most producers focus a significant amount of promotion on customers at the end of the channel. This helps to stimulate demand and pull the product through the channel of distribution. Pulling is getting customers to ask intermediaries for the product. 15. Award: 1 out of 1.00 point Which of the following is NOT true concerning adoption curve groups? The early adopter group tends to have the greatest contact with salespeople. Early adopters are often unusual people who are not seen as opinion leaders. Business firms in the innovator group are usually rather specialized and willing to take risks. The early majority group have a lot of contact with mass media, salespeople, and opinion leaders. Innovators rely more on impersonal sources of information than on salespeople. Early adopters are well-respected by their peers and often are opinion leaders. They tend to be younger, more mobile, and more creative than later adopters. 16. Award: 0 out of 1.00 point Personal selling Is indirect written communication between buyers and sellers. Is not usually combined with other aspects of promotion in the total marketing mix. Is indirect spoken communication between buyers and sellers. Is one of the least expensive components of the communications program. Gets immediate feedback from consumers. Personal selling involves direct spoken communication between sellers and potential customers. Salespeople get immediate feedback, which helps them to adapt. 17. Award: 1 out of 1.00 point A cleaning service that provides a description of its services via its website is most likely accomplishing which of the following promotion objectives? Prioritizing Persuading Informing Strategizing Reminding Potential customers must know something about a product if they are to buy it. An informing objective can show that it meets consumer needs better than other products. A small business might want to have a service regularly clean its offices. The owner might begin by searching on the Internet. There she might find a local cleaning company's website with information about various services. 18. Award: 0 out of 1.00 point Which of the following is most likely to be the encoding of a message in the communication process? Certain industry magazines are chosen by a chemical manufacturer for placement of its ads. A construction company executive asks his purchase department to order a new product. An industrial chemical manufacturer advertises its products in industry magazines. A construction company executive reads about a chemical product in a trade magazine. An industrial chemical manufacturer determines what information to include in its ads. Encoding is the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver. Decoding is the receiver translating the message. 19. Award: 1 out of 1.00 point Personal selling involves direct spoken communication between sellers and potential customers. is less flexible than mass selling. is included in most marketing mixes as it is inexpensive. involves advertising and publicity. is communicating with large numbers of potential customers at the same time. Personal selling involves direct spoken communication between sellers and potential customers. 20. Award: 1 out of 1.00 point The most common method of setting the marketing budget is to ______. determine the cost of the tasks to be accomplished let internal politics decide estimate what competitors are spending use some predetermined percentage of past or forecast sales use all uncommitted revenue The most common method of budgeting for promotion expenditures is to compute a percentage of either past sales or sales expected in the future. 1. Award: 1 out of 1.00 point Coupons, trade shows, calendars, sweepstakes, and sales contests are all examples of sales promotion. mass selling. personal selling. publicity. advertising. Coupons, trade shows, calendars, sweepstakes, and sales contests are examples of sales promotion. 2. Award: 1 out of 1.00 point _____ means getting customers to ask intermediaries for the product. Pulling Pushing Underwriting Forecasting Branding Pulling means getting customers to ask intermediaries for the product. 3. Award: 1 out of 1.00 point Use this information for question that refer to the Yummy Ice Cream case. Kelly Stich, marketing manager for Yummy Ice Cream Products, is thinking about some of her products and her promotion plans for the coming year. Yummy Ice Cream Products is introducing a new ice cream treat called PlanetSavers. This treat uses ice cream produced with environmentally friendly processes that save energy and protect the ozone. Yummy plans to send articles to magazines, local newspapers, and environmental groups that explain the environmentally safer treat. The product also has a unique texture and different flavor. Stich wants to use counter cards and in-store signs to let people know about Cherry Walrus, the company's new flavor. She is also developing sales training materials that will teach ice cream scoopers in Yummy's ice cream stores to promote the product. Right after Cherry Walrus is introduced each store will also hand out coupons that are good for one day only. YummyMondaes is a product that has been around for 25 years. It is Yummy's take on the classic ice cream sundae, but white-brownie and coffee-flavored crumbles are added to make it extra special. The company sells this product in one and two quart containers through major grocery store chains. It relies on personal selling and price discounts to retailers to move more of the product. The company does very little consumer promotion for this product. YummyFudgeonaStick is a new product of fudge-flavored ice cream on a stick. Yummy plans to sell it through retail grocery stores and is launching an aggressive advertising program that will use television, radio, newspaper, magazines, and the Internet. Most of its promotion will be directed at consumers. Two years ago, the company introduced YummyFruitonaStick, an all-natural frozen fruit product on a stick. The product category has been popular, continues to grow, and is in the market growth stage of the product life cycle. If Yummy wanted to target opinion leaders, which of the following groups is most likely to include them? early majority early adopters innovators late majority laggards Early adopters are well-respected by their peers and often are opinion leaders. They tend to be younger, more mobile, and more creative than later adopters. Yummy would target this group. 4. Award: 1 out of 1.00 point Which of the following adopter groups is described correctly? Laggards-respectable Early adopters-traditional The early majority-opinion leaders The late majority-follow the innovators Innovators-willing to take risks Business firms in the innovator group are often specialized and willing to take the risk of doing something new. 5. Award: 0 out of 1.00 point The "adoption curve" shows All of these alternatives are correct. when a firm should introduce a new product. how quickly a firm should drop current products. the relationship between promotion spending and sales. when different groups accept ideas. The adoption curve shows when different groups accept ideas. It emphasizes the relations among groups and shows that individuals in some groups act as leaders in accepting a new idea. 6. Award: 0 out of 1.00 point Which of the following promotional objectives is most likely being accomplished when a real estate agent sends her customers a yearly calendar containing the agent's business logo? Informing Planning Rebutting Persuading Reminding If target customers already have positive attitudes about a firm's marketing mix—or a good relationship with a firm—a reminding objective might be suitable. Customers who have been attracted and sold once are still targets for competitors' appeals. Reminding them of their past satisfaction may keep them from shifting to a competitor. An accountant working for a small local firm might phone her customers once every few months to "check in" and see if they have any questions. This serves as a reminder that the accountant is there and available. 7. Award: 1 out of 1.00 point When a purchasing agent from Ford Motor Co. is trying to find information about a new type of component that might be used in the production of a new Ford SUV, the most common message channel for him to search is ______. the Internet radio newspapers trade magazines television The most common and far-reaching message channel to use for search is the Internet. 8. Award: 1 out of 1.00 point In the traditional communication model, the source can receive immediate feedback as the result of ______. Mass selling Personal selling Sales promotion Advertising Publicity Major advantage of personal selling is that the source (the seller) can get immediate feedback from the receiver. 9. Award: 1 out of 1.00 point A marketing manager should realize that the adoption curve concept implies the firm's promotion target should always be the opinion leaders. the firm's promotion target should always be the innovators. the laggards are cautious, but that they are willing to adopt a new product quickly if advertising gets their attention. None of these is a good answer. using different promotional mixes for different adopter groups. Promotion efforts usually need to change over time to adjust to differences among the adopter groups. 10. Award: 1 out of 1.00 point A car company sent three automobile magazines some technical information and explanations about the features of its innovative new model. One of the magazines later printed a story about the car. This is an example of personal selling. None of these is a good answer. publicity. advertising. sales promotion. Publicity is any unpaid form of nonpersonal presentation of ideas, goods, or services. 11. Award: 1 out of 1.00 point The Canyonlands Corporation is introducing a new product next month. To prepare for the introduction, the marketing manager is having his sales force call on distributors to explain the unique features of the new product, how the distributors can best promote it, and what sales volume and profit margins they can reasonably expect. In addition, Canyonlands is budgeting 2 percent of its estimated sales for magazine advertising. This is an example of selective distribution. a "pushing" policy. exclusive distribution. intensive distribution. a "pulling" policy. Pushing means using normal promotion effort which is personal selling, advertising, and sales promotion to help sell the whole marketing mix to possible channel members. 12. Award: 0 out of 1.00 point Regarding Product Life Cycles and Promotion ______. During market introduction, the basic promotion objective is to remind. Promotion blends have to be constant at different life-cycle stages. Persuading becomes important in the market growth stage. In sales decline, the amount spent on promotion usually increases as firms use reminder promotion to increase demand. In market maturity, more competitors enter the market and the promotion emphasis must now shift to building selective demand for the firm's own brand. In the market growth stage, the main job is to persuade customers to buy, and keep buying, the company's product. 13. Award: 1 out of 1.00 point A producer using normal promotion efforts-personal selling, sales promotion, and advertising-to help sell a whole marketing mix to possible channel members has a pushing policy. an intensive distribution policy. a selective distribution policy. a target marketing policy. a pulling policy. Pushing means using normal promotion effort which is personal selling, advertising, and sales promotion to help sell the whole marketing mix to possible channel members. 14. Award: 1 out of 1.00 point The AIDA model consists of four basic promotion jobs. shows that the promotion effort is done once desire is aroused. focuses on what happens after the adoption process is complete. All of these alternatives about the AIDA model are true. suggests that mass media can get consumers' attention only if that is what consumers desire. The AIDA model consists of four promotion jobs: (1) to get Attention, (2) to hold Interest, (3) to arouse Desire, and (4) to obtain Action. 15. Award: 1 out of 1.00 point Which of the following is NOT a promotion method? mass selling All of these choices are promotion methods. sales promotion personal selling Marketing managers can choose from several basic types of promotion: personal selling, mass selling, and sales promotion. 16. Award: 1 out of 1.00 point Which of the following is NOT an example of sales promotion? A trade show for wholesalers Price-off coupons distributed to consumers' homes Point-of-purchase displays at the checkout counters of a...
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