MKT101 Tutorial 6 ( Chaps 14, 15, 16) PDF

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MKT101 TUTORIAL 6 (CHAPTERS 14, 15, 16) True or False 1. Sales promotion involves building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. 2. The shift toward digital communication allows companies to keep control of message exposure. 3. A marketing communications director has overall responsibility for the company's communications efforts. 4. Because personal selling involves developing relationships, it is acceptable for salespeople to stretch claims they make about a product's advantages. 5. The most important objective of reminder advertising is telling the market about a new product. 6. The aim of advertainment is to make ads so entertaining or useful that people want to watch them. 7. Companies use public relations to build good relations with consumers, investors, the media, and their communities. 8. A company's Web site can be an important public relations vehicle. 9. Personal selling involves interpersonal interactions between salespeople and individual customers. 10. Sales assistants confirm appointments, follow up on deliveries, and answer customers' questions when outside salespeople cannot be reached. 11. Salespeople are only evaluated on the number of sales they close within a certain time frame. 12. Sales promotion consists of long-term incentives to encourage the purchase of a product or service.

False False True False False True True True True True False False

Multiple Choice Questions 1. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________ and includes broadcast, mobile, print, and online forms. A) sales promotion`` B) advertising C) direct and digital marketing D) personal selling E) public relations 2. Which of the following statements is true regarding today's marketing communications? A) More marketers are shifting away from narrowly defined micromarkets and moving toward mass marketing. B) More customers have started relying on marketer-supplied information rather than finding out information on their own. C) Network television, magazines, newspapers, and other traditional mass media continue to increase their dominance. D) Focused marketing programs, which are designed to build closer relationships with customers in more narrowly defined micromarkets, are no longer used by marketers. E) Today's consumers are better informed about products and services.

3. A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal. A) structural B) rational C) emotional D) moral E) standard 4. Moral appeals ________. A) relate to the audience's self-interest by showing that the product will produce the desired benefits B) attempt to stir up either negative or positive emotions that can motivate purchase C) range from love, joy, and humor to fear and guilt D) are directed to an audience's sense of what is "right" and "proper" E) are based on the idea that practical benefits are more important for consumers than emotions 5. Of the following actions, which is permitted in personal selling activities? A) obtain or use trade secrets B) criticize competitors by using inaccurate information C) bribes to those who can influence a sale D) offer incentives such as discounts based on size of an order E) stretching the truth when describing advantages of a product 6. Which of the following is most likely a shortcoming of advertising? A) It is the most expensive promotion tool. B) It cannot reach masses of geographically dispersed buyers. C) It is impersonal and lacks the direct persuasiveness of company salespeople. D) It cannot trigger quick sales. E) It cannot be used to build up a long-term image for a product. 7. An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________. A) reciprocate B) compete C) remind D) explain E) suggest 8. When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used. A) persuasive B) informative C) comparative D) patronage E) institutional 9. Which of the following is one of the primary goals of reminder advertising? A) maintain customer relationships B) build brand preference

C) correct false impressions D) inform the market of a price change E) restore company image 10. In addition to advertainment, advertisers are creating content that ________. A) provides much more information than ads did in the past B) they expect to go viral C) helps the advertiser save money D) looks less like ads and more like short films or shows E) confuses viewers about whether they are ads 11. In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals. A) rational B) reminder C) believable D) entertainment E) distinctive 12. How can public relations have a strong impact at a much lower cost than advertising? A) The firm can pay for content to be spread. B) Interested consumers can create the content on their own and spread it. C) Interesting brand stories, events, videos, or other content can be shared by sources out of the company's control, but to its benefit. D) Advertising agencies can minimize the impact of competitors' news. E) Advertising costs have changed dramatically due to changing technologies. 13. Which of the following is NOT likely to improve coordination between marketing and sales? A) appointing a high-level marketing executive to oversee both marketing and sales B) arranging joint meetings and spelling out communications channels C) creating rewards systems that put marketing and sales in competition with each other D) including brand managers in sales calls E) adding marketing-sales liaisons to coordinate programs and efforts 14. Which of the following is true about the territorial sales force structure? A) The territorial sales force structure does not define each salesperson's job clearly. B) Salespeople specialize in selling only a small portion of the company's products. C) In a territorial sales force structure, separate sales forces are set up for different industries. D) Travel expenses are relatively small as each salesperson travels within a limited geographic area. E) In a territorial sales force structure, separate sales forces are often established to handle a single, large account in every territory. 15. Which of the following is true with regard to the inside sales force of a company? A) The inside sales force is invariably more attentive to customer needs than the outside sales force. B) Unlike the outside sales force, the inside sales force does not require training.

C) Inside sales representatives engage in face-to-face interaction with customers. D) The inside sales force is far more knowledgeable about customer habits than are outside salespeople. E) Inside salespeople provide support for the outside sales force, freeing them to spend more time selling to major accounts and finding new prospects. 16. Purposes of social selling, the use of online, mobile, and social media, are to do all of the following EXCEPT ________. A) augment sales performance B) eliminate person-to-person selling C) build stronger customer relationships D) engage customers E) provide customers more control over the selling process 17. Which of the following is the last step in the selling process? A) qualifying B) handling objections C) demonstration D) follow-up E) approach 18. Sales promotions are targeted toward members of the sales force, business customers, retailers, wholesalers, and ________. A) final buyers B) employees C) manufacturers D) suppliers E) upstream companies Essay Questions 1. A company's marketing communications mix—also called its promotion mix—blends five different components. Describe and discuss the advantages and disadvantages of these components.

2. Describe the main objectives of informative advertising. The main objectives of informative advertising is to create awareness of brands, products, services, and ideas. It announces new products and programs and can educate people about the attributes and benefits of new or established products.

3. Why are more companies using team selling? What are its pros and cons?

4. Explain the major benefits of direct marketing for customers and for sellers....