Question 1

Which type of sales presentation is most appropriate when consumer needs are similar and when sales turnover is high?

Accepted Answer

A)  canned sales presentation
B)  need-satisfaction approach
C)  point-of-purchase promotion
D)  vertical cooperative advertising agreementE) B) and D)
F) B) and C)

Question 2

An advertisement in a local newspaper featuring a special price on ladies swimwear illustrates a(n) _____ ad.

Accepted Answer

A)  pioneer
B)  reminder
C)  competitive
D)  institutionalE) B) and D)
F) B) and C)

Question 3

The need-satisfaction approach to retail selling focuses on the specific concerns and wants of each customer.

Accepted Answer

A) True 
 B)False

Question 4

Media charges are generally lower for manufacturers than for retailers.

Accepted Answer

A) True 
 B)False

Question 5

Two or more retailers share costs in _____.

Accepted Answer

A)  cooperative advertising
B)  the milline rate
C)  freestanding inserts
D)  the percentage-of-sales techniqueE) B) and C)
F) A) and C)

Question 6

Which element in the retail promotion mix most often has the greatest focus on the short-run?

Accepted Answer

A)  public relations
B)  sales promotion
C)  advertising
D)  personal sellingE) A) and B)
F) A) and C)

Question 7

PMs are _____.

Accepted Answer

A)  bonuses paid to retail salespeople by manufacturers based on sales of their products
B)  promotional allowances paid to retailers by manufacturers and wholesalers
C)  point-of-purchase promotions developed by manufacturers
D)  premiums to buyers to induce their purchase of a manufacturer's productsE) B) and C)
F) All of the above

Question 8

The first stage in the hierarchy of effects is _____.

Accepted Answer

A)  awareness
B)  knowledge
C)  liking
D)  desireE) B) and D)
F) A) and B)

Question 9

Most types of retail selling can be categorized as either _____.

Accepted Answer

A)  order taking or order getting
B)  clerical or professional
C)  institutional or direct
D)  promotional or institutionalE) None of the above
F) C) and D)

Question 10

A major disadvantage of advertising is that _____.

Accepted Answer

A)  a small audience is attracted
B)  retail control over message timing and content is low
C)  few alternative media are available
D)  the message is standardized and inflexibleE) A) and C)
F) A) and D)

Question 11

"How large is your family?" and "How critical is gasoline mileage to you?" are examples of questions asked in the _____.

Accepted Answer

A)  canned sales presentation
B)  need-satisfaction approach
C)  order-taking approach
D)  promotional money approachE) C) and D)
F) B) and D)

Question 12

Which element in the retail promotion mix most often emphasizes novelty?

Accepted Answer

A)  public relations
B)  personal selling
C)  sales promotion
D)  advertisingE) A) and B)
F) None of the above

Question 13

The market coverage of direct mail is controlled by the advertiser.

Accepted Answer

A) True 
 B)False

Question 14

The efficiency of a medium is typically evaluated in terms of its _____.

Accepted Answer

A)  circulation
B)  cost per page
C)  cost per thousand
D)  discounted advertising rateE) B) and C)
F) None of the above

Question 15

An advantage of point-of-purchase promotion is its _____.

Accepted Answer

A)  low cost
B)  closeness to a consumer's purchase decision
C)  referral nature
D)  being based on contentsE) B) and C)
F) A) and D)

Question 16

For many advertisers,particularly those with small trading areas,newspapers and television advertising contain much wasted circulation.

Accepted Answer

A) True 
 B)False

Question 17

A difficulty associated with the use of advertising by an independent or a chain with few units is the _____.

Accepted Answer

A)  high total costs
B)  long lead time
C)  high waste in geographic coverage
D)  low opportunity for computerizationE) B) and C)
F) A) and D)

Question 18

The percentage-of-sales technique of establishing an overall promotional budget is likely to provide too much funds in periods of high sales and too few funds in periods of low sales.

Accepted Answer

A) True 
 B)False

Question 19

Advertising messages need to be severely limited in the amount of copy in which medium?

Accepted Answer

A)  outdoor
B)  radio
C)  flyers
D)  local magazineE) All of the above
F) A) and B)

Question 20

The U.S.retailer with the highest annual dollar advertising expenditure is _____.

Accepted Answer

A)  Wal-Mart
B)  Home Depot
C)  Sears
D)  KmartE) None of the above
F) B) and C)

Exam 19: Promotional Strategy

Most types of retail selling can be categorized as either _____.

Correct AnswerverifiedShow Answer

An advantage of point-of-purchase promotion is its _____.

Correct AnswerverifiedShow Answer

Which element in the retail promotion mix most often has the greatest focus on the short-run?

Correct AnswerverifiedShow Answer

The efficiency of a medium is typically evaluated in terms of its _____.

Correct AnswerverifiedShow Answer

Which type of sales presentation is most appropriate when consumer needs are similar and when sales turnover is high?

Correct AnswerverifiedShow Answer

The need-satisfaction approach to retail selling focuses on the specific concerns and wants of each customer.

Correct AnswerverifiedShow Answer

The percentage-of-sales technique of establishing an overall promotional budget is likely to provide too much funds in periods of high sales and too few funds in periods of low sales.

Correct AnswerverifiedShow Answer

An advertisement in a local newspaper featuring a special price on ladies swimwear illustrates a(n) _____ ad.

Correct AnswerverifiedShow Answer

Two or more retailers share costs in _____.

Correct AnswerverifiedShow Answer

Advertising messages need to be severely limited in the amount of copy in which medium?

Correct AnswerverifiedShow Answer

"How large is your family?" and "How critical is gasoline mileage to you?" are examples of questions asked in the _____.

Correct AnswerverifiedShow Answer

The U.S.retailer with the highest annual dollar advertising expenditure is _____.

Correct AnswerverifiedShow Answer

PMs are _____.

Correct AnswerverifiedShow Answer

Which element in the retail promotion mix most often emphasizes novelty?

Correct AnswerverifiedShow Answer

The market coverage of direct mail is controlled by the advertiser.

Correct AnswerverifiedShow Answer

The first stage in the hierarchy of effects is _____.

Correct AnswerverifiedShow Answer

Media charges are generally lower for manufacturers than for retailers.

Correct AnswerverifiedShow Answer

A difficulty associated with the use of advertising by an independent or a chain with few units is the _____.

Correct AnswerverifiedShow Answer

A major disadvantage of advertising is that _____.

Correct AnswerverifiedShow Answer

For many advertisers,particularly those with small trading areas,newspapers and television advertising contain much wasted circulation.

Correct AnswerverifiedShow Answer

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