26 May 2006
26 May 2006
26 May 2006
1. Be ready to give a research update.
2. Do the quizzes for chapters 16 and 17, these are to be turned in next week (2 June 2006).
3. Be ready to turn in your interview.
4. Be prepared to discuss your interview.
Chapter 16 Quiz
Q16-1. The goal of __________ is to combine all the promotional tools used by a firm into one comprehensive and unified promotional strategy.
A) market unification planning
B) integrated marketing communication
C) the marketing matrix approach
D) the targeted media relations philosophy
Q16-2. TV programs devoted exclusively to promoting goods and services are called:
C) interactive TV.
D) online computer advertising.
Q16-3. The last stage of the selling process is:
D) order processing.
Q16-4. Kylie is a new salesperson for a company that publishes college textbooks. She is currently developing a list of professors at colleges in her sales district that teach courses that might make use of one or more of the books her company publishes. She then plans to determine which of these professors are involved in the textbook selection process so that she can visit them in the near future. The task Kylie is performing is known as:
A) prospect development.
B) sales identification.
C) preliminary sales analysis.
D) prospecting and qualifying.
Q16-5. The management function that evaluates public attitudes and executes a program of action to earn public understanding and acceptance is called:
A) marketing research.
B) public relations.
C) marketing communication system.
Q16-6. Lenny has just finished writing a news release about a new product that his firm has developed. He intends to send it to all of the local radio stations as well as the newspapers in several nearby towns and cities, in hopes that some of them will find the information newsworthy and run a story about the product. Lenny's efforts indicate that he is involved in:
A) public relations.
B) institutional advertising.
C) secondary advertising.
D) interactive marketing.
Q16-7. Professor Beenthere shared with his students the wonderful experience he had at a local Asian restaurant. He described the location in relation to campus and encouraged his students to give it a try. The professor’s comments represents:
A) word-of-mouth promotion.
B) public relations.
D) viral promotion.
Q16-8. __________ is the term now used to describe such tactics as paying people to say good things about a product on the Internet or setting up multilevel selling schemes that reward people for directing their friends to a company's Web site.
A) Virtual inducement
C) Viral marketing
Q16-9. Companies that make use of a pull strategy target their promotional efforts towards:
Q16-10. Alabama Manufacturing has redesigned its promotional strategy. The company now has a formal system that unites all elements in the promotion mix to create a consistent message and to make the efforts more responsive to the firm's customers and other stakeholders. Clearly, this firm is committed to a(n):
A) internal marketing program.
B) integrated marketing communication system.
C) multilevel market coordination plan.
D) stakeholder response communication system.
Q17-1. Beginning with the late 1980s the goal of information technology was to:
A) improve the flow of financial information throughout business organizations.
B) use new technologies to offer new methods of conducting business.
C) prevent proprietary information from falling into the hands of competitors.
D) use new technologies to improve old methods.
Q17-2. NASDAQ and SOFFEX are examples of how information technology can:
A) help engineers design products that exactly meet the needs of a specific target market.
B) be used to create organizations and provide services that are independent of location.
C) provide small firms with new opportunities to grow by forming alliances with larger companies.
D) help the government measure the environmental impact of business activities.
Q17-3. A __________ stores data on a single subject over a specific period of time.
A) spreadsheet file
B) data warehouse
C) data capsule
D) data packet
Q17-4. One of the most common reasons firms make use of an extranet is to:
A) prevent employees from using the Internet for private purposes on company time.
B) post information that can be accessed only by employees of the organization.
C) extend an organization's intranet to outside customers.
D) increase the speed at which employees can access information on the Internet.
Q17-5. A firm would consider establishing a virtual private network if it wanted to:
A) prevent people who are not employees from being able to access its network.
B) set up a secure network connection with another firm for a short period of time.
C) obtain a broadband connection to the Internet.
D) simulate a network before it became operational in order to identify any security leaks.
Q17-6. In a ___________ computing system, the tasks are performed by personal computers using information stored in databases controlled by a server computer.
B) data exchange
D) hold and use
Q17-7. Which of the following individuals would be most excited by an announcement by IBM about a breakthrough in its SMASH program?
A) Carolyn is looking for a better way to recycle old computers in her company's offices.
B) Jerry is frustrated by frequent breakdowns in the computer hardware used by his company.
C) Roberta wants to find a way to identify and destroy software viruses before they have a chance to infect her company's computers.
D) Allen is looking for a cheap alternative to increase the bandwidth of his company's intranet.
Q17-8. A defining characteristic of shareware is that it is:
A) designed to help people in different organizations share ideas and collaborate on projects.
B) not protected by copyrights and is distributed free for the taking.
C) an older, less powerful version of a well-known software package that the developer is distributing at reduced cost.
D) protected by a copyright, but users are allowed to try it out for free and are asked to send a specified fee to the developer if it meets their needs.
Q17-9. The _____________ was created as a part of the Office of Homeland Security and given the responsibility to devise a plan for improving the security of America's critical infrastructure.
A) Homeland Security Board
B) Critical Infrastructure Protection Board
C) Electronic Communications Security Commission
D) Committee on Infrastructure Security Procedures
Q17-10. Which of the following statements best reflects the projections made by the Bureau of Labor Statistics about job growth in the next several years?
A) There are so many college students majoring in information technology that by the year 2009, the number of new information technology workers entering the job market is likely to far exceed the number of new jobs created in this field.
B) Pay scales for technology workers are likely to lag behind those of other types of workers over the next few years.
C) Most high growth jobs in the next few years are likely to be related to computers and information technology.
D) Though the market for information technology workers grew rapidly in the 1990s, this job market is currently in a stable equilibrium, with little change in overall employment expected until 2010 or later.