Wholesalers sell to everyone except:

Wholesalers sell to everyone except:

A. businesses
B. manufacturers.
C. retailers
D. consumers
E. industrial users


Answer: D. consumers

The fundamental goal of marketers when creating goods, services, or combinations of both, is to

The fundamental goal of marketers when creating goods, services, or combinations of both, is to

A. defeat the competition.
B. serve all consumers.
C. operate according to government regulations.
D. stimulate short-term sales.
E. create value


Answer: E. create value

Traditionally, marketing activities have been divided into product, price, place, and promotion. Select the term that best describes the four Ps.

Traditionally, marketing activities have been divided into product, price, place, and promotion. Select the term that best describes the four Ps.

A. marketing mix
B. marketing channel
C. marketing plan
D. marketing era
E. marketing implementation


Answer: A. marketing mix

The best way for sales managers to instill ethical behavior in the sales force is to

The best way for sales managers to instill ethical behavior in the sales force is to

A. provide extensive ethical training.
B. use only straight salary and no commissions.
C. employ a sales ethics forecaster.
D. never use telemarketing.
E. lead by example.


Answer: E. lead by example.

The _______ stage of the selling process offers a prime opportunity for salespeople to solidify customer relationships through great service quality.

The _____ stage of the selling process offers a prime opportunity for salespeople to solidify customer relationships through great service quality.

A. generating and qualifying leads
B. follow-up
C. sales presentation
D. closing the sale
E. preapproach


Answer: B. follow-up

__________ is a method of prospecting in which salespeople telephone or visit potential customers without appointments.

__________ is a method of prospecting in which salespeople telephone or visit potential customers without appointments.

A. Qualified lead calling
B. Integrated sales support
C. Relationship selling
D. Cold calling
E. Role reversal selling


Answer: D. Cold calling

______ is a sales philosophy and process that emphasizes a commitment to maintaining and investing in long-term, mutually beneficial business relationships.

______ is a sales philosophy and process that emphasizes a commitment to maintaining and investing in long-term, mutually beneficial business relationships.

A. Organizational buying
B. Cold calling
C. Psychographic selling
D. Relationship selling
E. Sales management


Answer: D. Relationship selling

Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of __________ was to lead to long-term results.

Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of __________ was to lead to long-term results.

A. public relations; institutional advertising
B. advertising; personal selling
C. sales promotion; advertising
D. advertising; public relations
E. corporate blogs; public relations


Answer: C. sales promotion; advertising

_______ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.

_______ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.

A. B2B programs
B. Trade incentives
C. Sales promotions
D. Push programs
E. Targeted leader items


Answer: C. Sales promotions

Which of the following is NOT one of the federal agencies that regulate advertising activities?

Which of the following is NOT one of the federal agencies that regulate advertising activities?

A. FDA
B. FCC
C. FTC
D. FRS
E. USPS


Answer: D. FRS

Generally, which of the following is the most expensive media buy?

Generally, which of the following is the most expensive media buy?

A. Internet
B. Newspaper
C. Radio
D. Television
E. Billboards


Answer: D. Television

Persuasive advertising is often used when competition

Persuasive advertising is often used when competition

A. is nonexistent.
B. is cooperating.
C. is most intense.
D. is declining.
E. is ineffective


Answer: C. is most intense.

Informative advertising is used to

Informative advertising is used to

A. prompt repurchase of a product.
B. create and build brand awareness.
C. trigger an emotional response.
D. gather information about consumers.
E. convince consumers to take action.


Answer: B. create and build brand awareness.

The goals of IMC need to

The goals of IMC need to

A. expand as the advertising budget expands.
B. be explicit and measurable.
C. be encoded before they can be decoded.
D. include both the noise effect and the transmitter effect.
E. be separate from budget.


Answer: B. be explicit and measurable.

In recent years, the component of IMC that has received the greatest increase in spending is

In recent years, the component of IMC that has received the greatest increase in spending is

A. media advertising.
B. direct marketing.
C. public relations.
D. sales promotions.
E. publicity


Answer: B. direct marketing.

Personal selling is an especially important part of IMC in

Personal selling is an especially important part of IMC in

A. business-to-business markets.
B. cause-related marketing.
C. event sponsorships.
D. stealth marketing.
E. Web tracking.


Answer: A. business-to-business markets.

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

A. publicity to public relations.
B. personal selling to advertising.
C. integrated marketing communications to disintegrated marketing communications.
D. stealth marketing to viral marketing.
E. advertising to direct marketing and website development.


Answer: E. advertising to direct marketing and website development.

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this

A. the primacy effect.
B. aided recall.
C. top-of-mind awareness.
D. category dominance.
E. elevated awareness.


Answer: C. top-of-mind awareness.

Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names, when Cheryl stopped her and said, "I recognize that one." Marketers call this

Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names, when Cheryl stopped her and said, "I recognize that one." Marketers call this

A. selective recall.
B. free association.
C. aided recall.
D. recall mapping.
E. top-of-m


Answer: C. aided recall.

Even the best marketing communication can be wasted if the sender does not first

Even the best marketing communication can be wasted if the sender does not first

A. generate consumer action.
B. offer testimonials from past consumers.
C. determine the level of desire needed to sustain action.
D. gain the attention of the consumer.
E. stimulate interest among stealth marketing consumers.


Answer: D. gain the attention of the consumer.