Diane

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Hanoi University of Mining and Geology *

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Marketing

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Jun 22, 2024

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docx

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n 1 0 / 1 point Which statement best describes a difference between social media and personal selling? Social media are a means of interpersonal communication, whereas personal selling is a means of mass communication. Social media can disperse a message quickly to a wide audience, whereas personal selling is very slow in dispersing a message to a large audience. Social media entail two-way communication, whereas personal selling entails one-way communication. Social media provide opportunity for immediate feedback, whereas personal selling does not provide opportunity for direct feedback. Question 2 1 / 1 point In which logistical component of the supply chain will you find just-in-time a common feature? materials handling inventory control production scheduling order processing Question 3 1 / 1 point Westrow Food Group positions itself as "your turnkey solution to the Canadian market" specializing in supporting grocery products that are sold in the "perimeter fresh aisles" of grocery stores. Westrow attempts to support grocery stores/chains with a variety of functions related to operating grocery stores. Westrow does not take title, but instead facilitates bringing manufacturers and wholesalers/retailers together. What is Westrow an example of? direct channel agent/broker wholesaler channel

retailer channel Question 4 1 / 1 point Threads Inc., an apparel manufacturer, employs personal selling to market goods. Its employees handcraft products that are marketed by a professional team. In this case, which tactic should Threads Inc. adopt? It should make planned presentations to prospective buyers. It should generate large amounts of publicity quickly. It should refrain from advertising and public relations. It should refrain from educating the public about the company's objectives. Question 5 0 / 1 point Gosia has developed a product for cleaning grout called Grout-Chee. Everyone who has tried the product really appreciates how quickly it works, but she is having trouble getting retail stores to carry the product. She has decided to send retailers free samples and use other promotions to encourage stores to carry her product. Which type of promotional strategy is Gosia using? push kinetic inert pull Question 6 1 / 1 point Which of the following is NOT a factor that influences media selection? cost per contact audience selectivity use of cooperative advertising

reach Question 7 1 / 1 point Wilma's Gourmet Ice Cream has its own website, Facebook page, and Twitter account, but the company frequently makes helpful comments on food-related blogs and participates in online discussions about recipes and desserts. What is Wilma's most likely trying to do? improve the brand's reputation by listening measure customer satisfaction with the brand control what is being said online about the brand improve customer service Question 8 1 / 1 point Today, which of the following is key to a good loyalty program? heavily promoted well-liked accessible on a smartphone easy to use Question 9 0 / 1 point An ad for Kraft Easy Mac, six microwavable snack packets of macaroni and cheese, asks, "Need a snack?" and responds, "Snack the Mac." What kind of an advertising appeal is this ad using? rational admiration health taste

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Question 10 1 / 1 point EWEL buys goods from manufacturers, takes title to these goods, and resells them to businesses and retailers. What are they an example of? channel cooperative marketing cooperative drop shipper merchant wholesaler Question 11 1 / 1 point What is one reason negative customer comments and complaints are important to an organization? They can help the organization identify "problem" customers, who are then typically removed from mailing lists. They can be used in future advertising campaigns. They can bring to light unknown brand flaws. They can quickly be hidden from competitors. Question 12 1 / 1 point Around elections we see ads on television claiming that one party is superior to another in terms of experience, capability, and/or ethics. Sometimes opponents are named and even vilified in these types of ads. What is this an example of? advocacy ads image ads comparative ads cooperative ads Question 13 1 / 1 point

Which term refers to the process by which we exchange or share meanings through a common set of symbols? advertising feedback promotion communication Question 14 1 / 1 point Margaret has decided that she should take up knitting during the free time she now has because her outdoor activities have been curtailed due to the coronavirus pandemic. She knows she can buy wool and patterns at Walmart, Michaels Crafts, and a local specialty shop, but can't find wool anywhere else. What level of distribution intensity is being used here? exclusive intensive selective controlled Question 15 1 / 1 point Why is it important to engage in lead qualification? because not all leads offer potential because leads are hard to come by because of the cost associated with getting a sale because it is important to not waste company time Question 16 1 / 1 point What do inequitable channel relationships often lead to?

channel leadership channel partnering channel control channel conflict Question 17 1 / 1 point What do public relations specialists use to handle the effects of unfavourable publicity? media planning message power communication narrowcasting crisis management Question 18 1 / 1 point Joe Hamas sells for Rush Beverages. He is trying to convince retailers to carry his company's Ginseng Rush XXX, a new all-natural beverage that delivers an energy punch without caffeine. When he gets retailers to agree to stock his product, he asks them for the names of other retail operations that might be interested in carrying it. What is he using to get his sales leads? direct marketing referrals networking cold calling Question 19 0 / 1 point After purchasing a few pieces of apparel from the online company Knix, Justine was sent an email that read "Thanks so much for buying from us. Here at Knix, we are always doing our best to improve our existing products and innovate new ones, so we're always interested in hearing from our customers. We would love it if you would share your experience with Knix in a Google Review. You can do that HERE ! To

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say thanks for your support, we'd love to offer you 10 percent off your next order with the discount code KnixDeal10." This is an example of Knix using email to engage in the tactic of which type of marketing? content marketing influencer marketing email marketing social media Question 20 1 / 1 point What is the main reason a well-operated channel of distribution provides a competitive advantage? because a good channel is nonexistent because of increased vertical integration because of greater use of information technology because a good channel is both difficult and expensive to compete with Question 21 1 / 1 point Apple sells its computers through both its own retail shops and through Staples. What kind of channel does Apple use? cumulative contractual multiple intensive Question 22 1 / 1 point Peachtree Windows never has windows in inventory. It does not make a window until it is ordered. It can make 27,000 different window configurations. The company promises delivery in five working days because of the excellent relationships it has established with its suppliers.

What does this partnering relationship that Peachtree Windows has established with its suppliers and contractors indicate the use of? yield management supply chain management horizontal marketing networks channel networks Question 23 0 / 1 point An ad for Toyota explains how the lane departure warning can help to keep a driver in their lane and help to avoid collisions. It alerts the driver when it detects that the vehicle is veering out of its lane. What kind of advertising appeal is this ad using? concern admiration health fear Question 24 1 / 1 point Walker Zanger Inc. manufactures decorative tile. The company has a policy of only having one or two dealers within a given large geographic area. Buyers of Walker Zanger brand terra-cotta and mosaic tiles for home decorating will travel to acquire just the right product. Which type of distribution is appropriate for the tile? intensive selective premium exclusive Question 25 1 / 1 point

Wrigley's chewing gum aims to achieve maximum market coverage. It wants its products to be available in every outlet where potential customers might want to buy them. Which type of distribution strategy does Wrigley's use? selective franchising channel franchising intensive distribution exclusive distribution Question 26 0 / 1 point A magazine ad for Baker's chocolate shows a picture of a luscious chocolate cookie and is headlined, "Love cleverly disguised as chocolate." Which executional style is being used in this ad? demonstration humorous testimonial fantasy Question 27 1 / 1 point What is one of the best methods for creating and rewarding brand loyalty among consumers who might otherwise switch to competing brands? a sweepstakes a directed coupon mailing a sampling program a loyalty marketing program Question 28 1 / 1 point Hallmark Cards is just one of thousands of companies that have a strong online presence. Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and let customers talk to each other. Hallmark Social Calendar is a Facebook app that helps users stay on top of special

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events such as birthdays and anniversaries; customers can use the app to send electronic cards to their friends. In addition, Hallmark operates several blogs, where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing. The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market. The conversations consumers have with each other often result in interesting insights, such as gift ideas for specific occasions and the prices they are willing to pay for different gifts. What is the blog operated by Hallmark Cards an example of? corporate blog location-based social networking site media sharing site microblog Question 29 1 / 1 point What two major categories can marketing communication be divided into? store displays and social media interpersonal communication and mass communication advertising and sales presentations social media and press releases Question 30 1 / 1 point Which term refers to marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service? publicity sales promotion

advertising promotion Question 31 0 / 1 point In 2021, over the course of two weeks, undercover and operating as a documentary film crew, WestJet interviewed Canadians in Toronto, Calgary and Vancouver asking them how the pandemic impacted their Christmas traditions and what they wished for the most this holiday season. They then gave away multiple all-inclusive vacations and surprise holidays to select random Canadians who mentioned travel as part of their answer. What was WestJet's objective for spending so much money shopping for their customers? interest sentiment analysis influence buzz Question 32 1 / 1 point Joban Rai decided to place adverts for his new fashion line in the fashion magazine GQ every month for three months prior to Vancouver fashion week. Which of the following designates these decisions? advertising plan media schedule ad outline promotion strategy Question 33 1 / 1 point What are two compelling reasons to have a digital communications strategy in place? breadth and depth

cost and effectiveness precision target messaging and economies of scale everyone involved and cost Question 34 0 / 1 point What should brands, organizations, and non-profits that use Facebook do? Use all of Facebook's privacy options to ensure that only the right people have access to company information. Never use the Facebook wall to communicate with consumers. Use the platform to create traditional marketing campaigns. Search for influencers to produce content. Question 35 0 / 1 point Social media strategist Jeremiah has identified eight stages of effective listening. Which of the following scenarios is an example of "Stage 8" listening? An online clothing retailer asks customers to complete a satisfaction survey, which it uses to improve customer service. A software company allows customer service representatives to make real-time responses to customer queries. An online bookseller examines customers' product reviews, comments, and past purchases to suggest additional titles customers might enjoy. A local restaurant searches Twitter to find out what people are saying about today's specials. Question 36 1 / 1 point When Tanvi took her niece to the theatre to see the latest Disney Cars movie they both enjoyed popcorn and a pop, but of course her niece's was the "kid-sized" version that came with a free Cars toy and a candy bar. What is this an example of? a premium

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a product placement a loyalty incentive a trade sample Question 37 1 / 1 point . Why do some marketers offer rebates instead of price reductions to induce short-term sales? A price reduction of this type would likely be an example of price discrimination. Rebates result in brand-loyal consumers. Rebates have a much higher redemption rate than coupons. Rebates are especially good at enticing purchases, but most consumers never bother to redeem them. Question 38 1 / 1 point Consumers trust each other more than they trust brands, so they create campaigns that encourage the consumer to create messages. What is this called? earned media social media online marketing consumer-generated content Question 39 1 / 1 point Wine lovers visit the Summerhill Pyramid Winery in the Okanagan Valley to look at grapes on the vines, taste wine, and often ride bicycles through the Okanagan. Often there are biking and running events, with many people celebrating the new wines. In terms of a promotional mix, what is this celebration of wine, people, and exercise an example of? advertising and personal selling efforts sales promotion efforts

a public relations strategy and resulting publicity strategic product promotions and resulting sales Question 40 1 / 1 point What does shopper marketing work best for? expensive products such as perfume and jewelry high-involvement products impulse buys complex products that require technical knowledge to operate Question 41 1 / 1 point While watching the Academy Awards, Justine was online using her Twitter feed to see what people were saying about the various winners. Many of the comments were about the many beautiful dresses being worn by the actresses in attendance. How is the way Justine was following Twitter while watching TV best described? as the best way to find out what is going on behind the scenes as the way to be engaged with the rest of the viewing audience as a way of influencing as a fun way to engage in television Question 42 1 / 1 point Ford Motor Company is allying itself with the most recent American Idol winner's concert tour by sponsoring elements of the tour. Ford is gambling that its target market will react positively to its brand being associated with the tour. What would Ford and American Idol 's relationship be categorized as? product placement crisis management sponsorship

publicity Question 43 1 / 1 point What is DAGMAR an acronym for? developing aggressive growth markets and revenues defining advertising goals for measured advertising results defining and achieving goals means advertising reach designing advertising with market research Question 44 1 / 1 point Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their websites. A Bag Media representative is making a presentation to several web-based entrepreneurs who are interested in getting traffic to their websites. What is the company rep engaged in? telemarketing selling crowd selling interpersonal communication mass communication Question 45 0 / 1 point The holidays are typically one of the biggest travel occasions of the year, but in 2020 with the pandemic and the decline in travel, Air Canada shifted the approach of its holiday campaign, looking instead to recognize "local heroes" and get others to think about giving back while they wait to travel again. What kind of advertising is this? institutional issue

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comparative persuasive Question 46 1 / 1 point When compared to other forms of promotion, personal selling is which of the following? not as effective at satisfying customers wastes more sales resources than any other promotion a message customized to the immediate needs of the customers best for selling simple, low-involvement products Question 47 1 / 1 point Digital Cookware has developed a new kind of skillet that should make cooking easier for many at home cooks. This is a small company, and it has invested considerable money in developing this new technology, which it eventually hopes to use in an entire line of pots and pans. DC has run some small ads for the new skillet in cooking magazines and been featured on some morning talk shows. It needs a quick infusion of cash to maintain its current operational level and to develop the rest of the cookware line. Digital Cookware is considering some kind of sales promotion. Which trade sales promotion would NOT be appropriate for Digital Cookware to use? store demonstrations event sponsorship push money trade shows Question 48 1 / 1 point Which term refers to the careful coordination of all promotional activities to produce a consistent, unified message that is customer focused? integrated marketing communications

relationship marketing creative selling promotional selling Question 49 1 / 1 point What is a digital audio or video file that is distributed serially for other people to listen to or watch? podcast review site microblog playlist Question 50 1 / 1 point Salespeople ensure that delivery schedules are met, that the good or service performs as promised, and that buyers are trained in the use of the product. All these functions are part of the final step in the selling process. What is that step called? closing lead qualification follow-up the sales presentation

Diane

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