BUSI 430 EXAM 4 (A++++ Solution)

Question 1 
While it is important for a database to record every transaction with a customer, recording of interactions that are unrelated to a purchase are not necessary.
True 
False 
2 points 
Question 2 
Premiums are prizes or gifts consumers receive when purchasing products.
True 
False 
2 points 
Question 3 
In ad tracking research, if respondents are asked if they have a "general positive feeling about a brand," the measure obtained is which type of score?
Impression
Brand image
Emotional
Brand equity
2 points 
Question 4 
Geocoding allows for combining demographic information, geographic information, and purchase history data.
True 
False 
2 points 
Question 5 
A data warehouse contains customer information such as customer email addresses, purchase and communication histories, and personal preference profiles.
True 
False 
2 points 
Question 6 
A small perfume sample placed in a magazine is which type of sampling?
Selective
Response
Direct
Media
2 points 
Question 7 
Public complaints about the amount of violence on television would be sent to the:
FDA.
FCC.
FTC.
BATF.
2 points 
Question 8 
Outbound direct response telemarketing is most successful when:
calls are made from a compiled list.
individuals who have visited the company's website are called.
it is tied into a database and either customers or prospects are called.
it is used for cross-selling.
2 points 
Question 9 
If a consent agreement cannot be reached with a company, the Federal Trade Commission then issues a(n):
administrative complaint.
appeal to the Court of Appeals.
cease and desist order.
corrective advertising directive.
2 points 
Question 10 
An examination of a creative message and the physical design of an advertisement or other marketing communication piece is a(n):
message synthesis.
online evaluation metric.
message evaluation.
respondent behavior evaluation.
2 points 
Question 11 
The fourth step in the selling process, after knowledge acquisition, is:
follow-up.
qualifying prospects.
handling objections.
sales presentation.
2 points 
Question 12 
The key difference, in terms of the FTC and the courts, between puffery and a claim is that puffery is not considered to be a factual statement while a claim is considered to be a factual statement that can be proven true or false.
True 
False 
2 points 
Question 13 
An apology strategy is a proactive impression management technique that is often used by companies when negative events occur.
True 
False 
2 points 
Question 14 
In a sales presentation, which approach is often used by telemarketers, retail sales clerks, and new field salespeople?
Mission-sharing
Need-satisfaction
Problem-solution
Stimulus-response
2 points 
Question 15 
If the NARB rules against an advertiser, it will issue an order that will be similar to a:
consent order of the Federal Trade Commission.
cease and desist order of the Federal Trade Commission.
judgment of the U.S. Court of Appeals.
corrective advertising order of the Federal Trade Commission.
2 points 
Question 16 
The public relations department issues the following statement: "Unusual and unforeseen weather caused this accident. It was beyond our control." The statement is a form of:
justification.
excuse.
expression of innocence.
rationalization.
2 points 
Question 17 
Direct sales are not an attractive method for selling products to consumers.
True 
False 
2 points 
Question 18 
PACT was a set of principles originally designed for:
persuasion analysis.
evaluating print ads.
evaluating television ads.
monitoring emotional responses.
2 points 
Question 19 
The most common database-driven marketing programs are permission marketing, frequency programs, and digital marketing.
True 
False 
2 points 
Question 20 
Outbound direct response telemarketing is most successful when it is tied to a database and either customers or prospects are contacted.
True 
False 
2 points 
Question 21 
Data mining and data coding of a firm's database can help develop more personalized marketing communications and marketing programs.
True 
False 
2 points 
Question 22 
Customer clustering involves building profiles of consumer groups and preparing models that predict future purchase behaviors.
True 
False 
2 points 
Question 23 
While some marketing professionals do not favor copytesting, the majority think it is necessary because without it, creativity is stifled.
True 
False 
2 points 
Question 24 
Critics of the beer industry and marketers agree on each of the following statements about alcohol and underage individuals except:
many beer commercials encourage underage drinking.
the use of sex and humor in beer ads has made alcohol appealing to underage individuals.
many beer commercials encourage brand loyalty or brand switching to a population that should not even be drinking.
the public service announcements discourage underage drinking.
2 points 
Question 25 
PACT stands for position advertising copytesting.
True 
False 
2 points 
Question 26 
Permission is normally obtained from individuals in exchange for an incentive in permission marketing programs.
True 
False 
2 points 
Question 27 
The primary difference between trade incentives and trade allowances is that for the trade incentive:
the retailer must perform some type of function in order to receive the trade incentive.
the retailer receives a price break if they order a specific quantity.
the manufacturer must perform some type of function to encourage the retailer to accept the merchandise.
involves a price reduction being passed on to consumers by retailers.
2 points 
Question 28 
Each of the following is a component of the Wheeler-Lea Amendment to the FTC Act except:
gave the FTC power to levy fines when necessary.
granted the FTC access to the courts to enforce the law and ensure compliance with FTC rulings.
expanded authority of the FTC to prohibit false and misleading advertising practices.
granted the FTC power to monitor the amount of time television stations advertise to children.
2 points 
Question 29 
If a salesperson is paid commission on sales, then he or she tends to neglect the follow-up step in the selling process.
True 
False 
2 points 
Question 30 
Stealth marketing is an excellent means of getting around much of the advertising clutter to create buzz about a particular brand.
True 
False