1. ____ 480. _____ is the interpretation of the language and symbols sent by the source through a channel.
a. Encoding
b. Receiving
c. Decoding
d. Channeling
e. Promotion
____ 486. AIDA stands for:
a. Attitude-Interest-Demand-Activity
b. Attention-Interest-Desire-Action
c. Awareness-Intent-Demand-Action
d. Avoidance-Interest-Desire-Acceptance
e. Attitudes-In-Developing-Acquisitions
____ 483. Why is the concept of integrated marketing communications (IMC) growing in popularity?
a. The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task.
b. The mass market has fragmented.
c. Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient.
d. Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and that are more easily measured.
e. All of the above statements help to explain why IMC is growing in popularity.
____ 505. Unlike advertising that establishes or maintains a company's identity, _____ advertising touts the benefits of a specific good or service.
a. publicity
b. cooperative
c. advocacy
d. institutional
e. product
____ 518. _____ measures the number of different target consumers who are exposed to a commercial at least once.
. a. Noise level
. b. Frequency
c. c. Reach
d. Duplication
e. Cost per contact

2. ____ 522. The Clearly Can Corporation sponsored a citywide litter pickup contest and sent all the proceeds from recycling the collected cans to a local charity. The event was so popular that the local newspaper took pictures for the front page, and every local news station carried a story about Clearly Can's community activities. The newspaper pictures and the news stories exemplify:
a. sales promotion
b. advertising
c. demarketing
d. personal selling
e. publicity
____ 541. _____ are promotional exhibits set up at the retailer's location to build traffic, advertise the product, or induce impulse buying and are targeted to consumers.
a. Point-of-purchase displays
b. Trade shows
c. Premiums
d. Push monies
e. Freestanding inserts
____ 542. British Airways hires "roadrunners" (salespeople) with the goal of becoming partners and problem solvers for their corporate clients. BA roadrunners strive to build long-term relationships with key accounts by developing trust over time. The roadrunners are practicing:
a. relationship promotion
b. consultative selling
c. adaptive selling
d. response selling
e. stimulus buying
____ 576. _____ pay for every activity of the company.
a. Revenues
b. Investments
c. Costs
d. Profits
e. Prices

3. ____ 584. Critics claim that Bank ATMs take advantage of the _____ of customers who suffer a poverty of time and need the convenience.
a. elasticity of demand
b. inelastic demand schedule
c. unitary supply and demand
d. ROI characteristics
e. supply characteristics
____ 607. A company's pricing strategy should do all of the following EXCEPT:
a. give direction for price movements over the product life cycle
b. define the initial price
c. ignore the targeting and positioning strategy of the company
d. set a competitive price
e. interact with the other elements of the marketing mix
____ 616. Gregor owns a catering business. He will often sell essentially the same wedding cake to different customers at very different prices. Gregor uses:
a. two-part pricing
b. an illegal pricing policy
c. flexible pricing
d. bait and switch
e. price lining
CASE. The pricing approach practiced by the Toronto Blues Jays is best described as
a. Single-price
b. Flexible price
c. Skimming
d. Penetration
e. Price lining
____ Which of the following statements about the financial implications of the Internet is true?
a. The implementation of Internet technology in some industries has reduced inventory and its associated holding costs.
b. Only large multinational companies have benefited from the implementation of Internet technology.
c. There is no competitive advantage to be gained by embracing Internet technology.
d. High barriers to entry have prevented many company from embracing Internet technology.
e. All of the above statements about the financial implications of the Internet are true.

4. ____ _____ advertisements appear in separate browser windows while you wait for the main Web page to appear on the screen. They often use sophisticated graphics or other special media effects to attract your attention.
a. Button
b. Spatial
c. Multi-media
d. Banner
e. Interstitial
____ 642. The basic goal of one-to-one marketing is to:
a. increase the market for the product category
b. eliminate the use of mass media for promotion
c. increase operating costs
d. reduce the number of company employees
e. increase the marketer's share of each customer's business
____ 648. Natural Foods Inc. lets their customers select their favorite departments. Each shopper gets a bar-coded discount card that awards points for purchases throughout the store. Once the customer collects enough points, Natural Foods issues a 10 percent discount in the shopper's department of choice. This shows how one-to-one marketing communication:
a. offers personalized messages to customers
b. uses mass marketing
c. increases knowledge about the competition
d. creates transactional relationships
e. develops a compiled list
____ 663. _____ is the process of using statistical analysis to detect relevant purchasing behavior patterns in a database.
a. Customer manipulation
b. Predictive modeling
c. Data mining
d. Lifetime value analysis
e. Causal research

5. CASE. Sometimes perceptions outweigh facts but the fact is that the proportion of e-commerce that is B2B is about ________ of the total.
a. 20%
b. 40%
c. 60%
d. 90%
e. None of the above is accurate
CASE. The US Military websites showed
a. One-stop shopping for US Armed Forces
b. Distinct differences in look, feel and navigation of the sites
c. Evidence of market segmentation
d. Push approach to promotion
e. B & C are correct