Question Details

MKTG 211 Week 5 Quiz

•	uestion 1
3 out of 3 points
	
 	Which of the following is a difference between an attribute and a benefit of a product?			
	Selected Answer:	 c. 
An attribute is a feature of a product, while a benefit is what consumers receive by using a product.
Correct Answer:	 c. 
An attribute is a feature of a product, while a benefit is what consumers receive by using a product.
Response Feedback:	Rationale:
An attribute is simply a feature of a product such as its easy-open package, special formulation, or new lower price. A benefit is what consumers will receive or achieve by using the product, such as convenience or ease of use. Customers do not buy attributes, they buy benefits. See 17-3: Creative Decisions in Advertising
			
•	Question 2
3 out of 3 points
	
 	Which of the following best describes message execution?			
	Selected Answer:	 a. 
It is the way an advertisement portrays its information.
Correct Answer:	 a. 
It is the way an advertisement portrays its information.
Response Feedback:	Rationale:
Message execution is the way an advertisement portrays its information. The style in which a message is executed is one of the most creative elements of an advertisement. See 17-3: Creative Decisions in Advertising
			
•	Question 3
3 out of 3 points
	
 	Which of the following is an advantage of using cost per contact to determine the media mix for a product?			
	
			
•	Question 4
3 out of 3 points
	
 	A(n)       _____ designates the channel to be used, the specific vehicles, and the insertion dates of advertising.
		
	Selected Answer:	 a. 
media schedule
Correct Answer:	 a. 
media schedule
Response Feedback:	Rationale: A media schedule designates the medium or media to be used, the specific vehicles, and the insertion dates of the advertising. There are four basic types of media schedule: continuous, flighted, pulsing, and seasonal. See 17-4: Media Decisions in Advertising
			
•	Question 5
3 out of 3 points
	
 	_____ are inventories displayed for sale to customers.
		
	
			
•	Question 6
3 out of 3 points
	
 	A(n) _____ refers to the originator of a trade name, product, methods of operation, and the like that grants operating rights to another party to sell its product.			
	
			
•	Question 7
3 out of 3 points
	
 	Delta Company recruits and trains college students to sell educational reference books, software, and children's books door-to-door. This form of retailing is called:			
	
			
•	Question 8
3 out of 3 points
	
 	Mandy- Packaging Inc. is a multibillion-dollar supplier of packaging materials. One of its salespeople rearranged production schedules at three different plants to satisfy an unexpected demand for boxes from a major client. The salesperson- action is typical of the company- sales philosophy and indicates an emphasis on _____.
		
	
			
•	Question 9
3 out of 3 points
	
 	Salespeople ensure that delivery schedules are met, that the products or services perform as promised, and that buyers’ employees are trained to use the products in the _____ step of the selling process.
		
	
			
•	Question 10
3 out of 3 points
	
 	A sales manager at Guilden Corporation, a manufacturer of consumer durable goods, has instructed his new salesperson, Rita, to sell five flat screen televisions per week. In addition to this, she is also expected to identify ten potential customers. These instructions given to Rita are referred to as _____.
		
	
			
•	Question 11
3 out of 3 points
	
 	AutomatedFry Inc. is the leading manufacturer of ventless deep fryers. It has developed a new high-capacity fryer. To identify the prospective clients for its latest product, it sends out brochures to thousands of food-service managers along with a detachable card that the managers can use to request more information. Based on this information, AutomatedFry Inc. is involved in the _____ step of the selling process.
		
	
			
•	Question 12
3 out of 3 points
	
 	Two popular beverage manufacturing companies in different countries merge together to gain strategic advantages. The merger gives each brand access to a significantly larger market. To effectively reach both markets, the merged company needs to coordinate its promotional mix to produce a consistent, unified, and customer-focused message. In other words, the company needs to use:			
	
			
•	Question 13
3 out of 3 points
	
 	A beverage company plans to launch a new energy drink. It decides to partly sponsor a marathon in the city. It places billboards and posters describing the new drink throughout the marathon route. Company representatives distribute flyers to people arriving to watch the marathon. The company also issues press releases as part of the product launch. Therefore, the company is executing a:			
	
		
	
			
•	Question 15
3 out of 3 points
	
 	 _____ refers to communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.