QUESTION

Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is

personal selling.
advertising.
public relations.
individual promotion.
personal promotion.
2 points

QUESTION

Latisha works for a promotional consultant who develops sweepstakes, games, coupons, and rebate plans for various marketers. Latisha is developing which of the following?

publicity examples.
direct marketing techniques.
advertising techniques.
personal selling techniques.
sales promotion techniques.
2 points

QUESTION

Chris sees a television commercial for Arby’s promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby’s for a roast beef feast, but is told that the special offer is not available at that location. Arby’s seems to lack

channel capacity.
promotional efforts.
integrated marketing communications.
coordinated awareness.
communication.
2 points

QUESTION

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of

sales promotion.
publicity.
personal selling.
direct marketing.
social media.
2 points

QUESTION

A major benefit of using event sponsorship is that it

is cost-free.
neutralizes the effects of unfavorable public relations.
enhances personal selling efforts.
can provide large amounts of free media coverage.
provides excellent support for advertisements.
2 points

QUESTION

Children often achieve ____ by observing parents and older siblings in purchase situations and then through their own purchase experiences.

consumer socialization
social class
personality
attitude formation
role identification
2 points

QUESTION

A major determining factor in deciding which type of problem-solving process should be used depends on the individual’s intensity of interest in a product and the importance of the product for that person. This is known as an individual’s

level of involvement.
routinized response behavior.
motivational structure.
evaluative criteria.
cognitive dissonance.
2 points

QUESTION

The three major categories of influences on the consumer buying decision process are:

social influences, situational influences, and marketer-dominated influences.
situational influences, social influences, and psychological influences.
situational influences, demographic influences, and psychological influences.
marketer-dominated influences, psychological influences, and person-specific influences.
demographic influences, situational influences, and marketer-dominated influences.
2 points

QUESTION

In a period of economic recovery, the best marketing strategy for FedEx would be characterized by which of the following features?

Austerity
Boldness
Flexibility
Aggressiveness
Retrenchment