Question 1

A _____ is "a name,term,design,symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers."

Accepted Answer

A brand is "a name,term,design,symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers."

Question 2

David visits a supermarket to buy milk and eggs.At the checkout counter,waiting to pay,he impulsively picks up a magazine from one of the display shelves.Which of the following terms best reflects the supermarket's strategy?

Accepted Answer

Point-of-purchase (POP)displays are merchandise displays located at the point of purchase,such as at the checkout counter in a supermarket.

Question 3

Target Field in Minneapolis,Minnesota,"Home of the Twins" baseball team venue is an example of what type of communication method?

Accepted Answer

A public relations communication method of event sponsorship occurs when companies support cultural,sports,entertainment events,or venues.

Question 4

Which of the following is classified as in-store marketing?

Accepted Answer

In-store marketing includes point-of-purchase displays,samples,and special events.

Question 5

A _____ offers an item for free or at a bargain price to reward some type of behavior,such as buying,sampling,or testing.

Accepted Answer

A premium offers an item for free or at a bargain price to reward some type of behavior,such as buying,sampling,or testing.

Question 6

A retailer wants to announce up-to-date and fast changing information to excite customers.Which of the following platforms will best suit the retailer's needs?

Accepted Answer

Where a retailer may use Facebook to encourage discussions of their brand,promotions,or even ask their "friends" to post videos,they are more likely to use Twitter to announce up-to-date or fast changing information to excite consumers.

Question 7

Which of the following forms of communication is the most expensive?

Accepted Answer

The cost of personal selling is quite high compared to other forms of communication.

Question 8

The Macy's Thanksgiving Day Parade is an example of _____.

Accepted Answer

A public relations communication method of event sponsorship occurs when companies support cultural,sports,entertainment events,or venues.

Question 9

Peter visits a local supermarket to buy groceries.While shopping,a sales executive approached him and enquires if he would be willing to try out a new brand of cookies.Which of the following terms best reflects the supermarket's strategy?

Accepted Answer

Samples offer potential customers the opportunity to try a product or service before they make a buying decision.

Question 10

A retailer has to confirm the receipt of an online shipping order to its customer.Which of the following mediums is best suited for this purpose?

Accepted Answer

Retailers use e-mail to inform customers of new merchandise and special promotions,confirm the receipt of an order,and indicate when an order has been shipped.

Question 11

Janessa prefers high-end cosmetics,but she also likes a good deal.She only purchases her make-up at department stores when they have a gift with purchase.Today she saw at Macy's that if she buys $35 worth of Lancôme cosmetics she would receive a gift with purchase.This gift with purchase is a form of what kind of sales promotion?

Accepted Answer

A premium offers an item for free or at a bargain price to reward some type of behavior.

Question 12

The value a brand image provides retailers is referred to as _____.

Accepted Answer

The value a brand image provides retailers is referred to as brand equity.

Question 13

When a retailer makes a generous contribution to a charity and the event is covered on the evening news,it would be a method of communicating through _____.

Accepted Answer

PR involves managing communications and relationships to achieve a positive image outcome.

Question 14

Target uses a Shopkick app to award points to customers who walk around a store and scan products;they can redeem these points for various rewards.Which of the following technologies will best suit this sales promotion?

Accepted Answer

Mobile communications are delivered through wireless handheld devices,such as cellular telephones,and m-commerce or mobile commerce can involve completing a transaction via the cell phone.

Question 15

The famous designer,Isaac Mizrahi,made a scheduled appearance at Borders bookstore in Mall of America to sign copies of his book "How to Have Style".This is an example of what type of communication method?

Accepted Answer

A special event can be a sales promotion built around a celebrity appearance with the purpose to generate excitement and foot traffic to the store.

Question 16

_____ is a communication process in which sales associates help customers satisfy their needs through face-to-face exchanges of information.

Accepted Answer

Personal selling is a communication process in which sales associates help customers satisfy their needs through face-to-face exchanges of information.

Question 17

A retailer has developed a promotional video for his business.Which of the following new media platforms is best suited to host this video on the internet?

Accepted Answer

Youtube is a video hosting platform.On this video-sharing social media platform,users upload,share,view,and comment on videos.

Question 18

Which of the following is classified as a microblog?

Accepted Answer

Twitter is a microblog-a short version of a blog-in which users are limited to 140-character messages.

Question 19

Michael,an actor,plays the protagonist in a sitcom.As per his contractual obligations,he is required to be seen drinking Fizzy Cola,a brand of soda pop,at least once in every episode.Which of the following terms best reflects this situation?

Accepted Answer

When retailers and vendors use product placement,they pay to have their product included in nontraditional situations,such as in a scene in a movie or television program.

Question 20

Target Corporation is planning to give $500 million by the end of 2015 to support education and help kids learn to read.Since 1962,Target has committed 5% of its income to support local communities.Target uses _____ to communicate their continued commitment to local communities.

Accepted Answer