Marketing Questions

Pages: 5 (617 words) Published: September 22, 2014
Question 1
1. The four components of the promotional mix are: personal selling, advertising, publicity and the web True
False
5 points  
Question 2
1. A major advantage to two sided messages is the inoculation effect it has for the receivers to competitive messages True
False
5 points  
Question 3
1. A major advantage to two sided messages is the inoculation effect it has for the receivers to competitive messages True
False
5 points  
Question 4
1. When considering the channel in the communication process the major delineation is whether it is personal or done over the internet True
False
5 points  
Question 5
1. A hospital in a particular community has been very proactive about controlling their health care costs. Over the past month the local newspaper has run a series of stories highlighting the rising cost of health care. When the hospital did a community survey on their image a month later, they were rated poorly on cost effectiveness. Channel noise was the problem not the hospital’s poor encoding process. True

False
5 points  
Question 6
1. In surveys regarding their attitude toward health care advertising, consumers are universally negative seeing it as raising cost and providing little useful information. True
False
5 points  
Question 7
1. The hierarchy of effects describes the budgeting sequence in the promotional plan that first requires a level of awareness. True
False
5 points  
Question 8
1. Setting an advertising budget as a percentage of sales has an inherent flaw in terms of the causal relationship between advertising and sales. True
False
5 points  
Question 9
1. A good advertising objective must be time based, measurable, target market specific True
False
5 points  
Question 10
1. The most expensive and elaborate form of pre-tests is the use of jury tests where highly knowledgeable jury panels must be identified and formed True
False
5 points  
Question 11
1. The most traditional view of a sales person would be that of a new business sales position. True
False
5 points  
Question 12
1. Because of the high cost of making sales cost and the difficulty of trying to get into see the customer for face-to face meetings, more pharmaceutical companies are moving to e-detailing True
False
5 points  
Question 13
1. When the buyer did not initiate a request to have the salesperson call on them, this sales call is referred to as a cold call True
False
5 points  
Question 14
1. Citing testimonials are often helpful for a salesperson when trying to address a customer’s logical objections in the sales presentation step True
False
5 points  
Question 15
1. When it is difficult to determine the effect of a salesperson’s effort son sales rather than pay any incentive through commission it is better to use a bonus with salary as part of the compensation package True

False
5 points  
Question 16
1. Gross revenue as an indicator of performance is useful but has the limitation of being an absolute measure which may not reveal market shifts relative to competition. True
False
5 points  
Question 17
1. Market share is a measure of relative rather than absolute performance in the market. True
False
5 points  
Question 18
1. In conducting a sales analysis it is best to do it for an organization at the level of gross sales to get the most macro perspective on organization performance. True
False
5 points  
Question 19
1. A contribution analysis considers the contribution of profit to fixed costs or overhead of an organization True
False
5 points  
Question 20
1. An effective marketing evaluation system should have more depth than breadth in terms of its components. True
False
5 points  
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