Chapter 10: 1.) What is buzz marketing also known as? a.Word-of-mouth marketing b.Internet marketing c.Sponsored marketing d.Company marketing; The answer is a.
2.) Of the listed below what is a requirement of Guerrilla Marketing. a.Requires money b.requires buzz c.requires energy and imagination d.requires product placement; the answer is c.
Chapter 11: 1.) What does a database do? a.Show what type of marketing plan is being used. b.Holds all of the customer data. c.Adds geographic codes to each customer record. d.Plots customers addresses on a map.; The answer is b.
2.) Which of the following are forms of alternative media. a.Package insert programs b.Ride-alongs c.Statement stuffers d.All of the above; The answer is d.
Chapter 12: 1.) What are trade promotions? a.Offers from television b.Offers only made online c.Incentives offered in department stores d.Incentives used by manufacturers to purchase goods for eventual resale; The answer is d.
2.) How many types of coupons are there. a.2 b.4 c.5 d.8; The answer is c.
Chapter 13: 1.) What is cause-related marketing? a.A program where a firm ties a marketing program to a charity. b.A charity benefit c.Both a and b d. None of the above; The answer is a.
2.) How many reactive strategies are there? a.3 b.4 c.7 d.8.; The answer is b.
Chapter 14: 1.) What does the FTC stand for? a.Free Trade Company b.Free Trade Commission c.Federal Transaction Company d.Federal Trade Commission; The answer is d.
2.) What is puffery? a.An exaggeration of a companys goods or services. b.A type of marketing plan c.Both a and b d. None of the above; The answer is a.
Chapter 15: 1.) How many questions does a CopyCheck include? a.4 b.7 c.6 d.10; The answer is d.
2.) How many recall tests are there? a.1 b.2 c.3 d.4; The answer is c.
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