Ch. 11,12,13,15 Test ?s

Ch.11
1. CRM stands for?
A. Cause-Related Marketing
B. Customer Relationship Management
C. Cause Relationship Management
D. Customer-Related Management
Answer: B, Customer Relationship Management

Ch.12
1.The official banking sponsor for the Super Bowl champions relates to which term?
A. Enhancements
B. Reactive Strategies
C. Entitling
D. Puffery
Answer: C, Entitling

2. True OR False. The federal trade commission (FTC) regulates all direct mail?
Answer: False, The FTC regulates advertisements

Ch.13
1. Which of the following is NOT a financial incentive?
A. Repeat Purchases
B. Cyberbait
C. First-time purchases
D. Personalized Shopping
Answer: D, personalized shopping

2. In what year did Google go public?
A. 2004
B. 2003
C. 2002
D. 2001
Answer: A, 2004

Ch.15
1. Which of the following is not a method of copytesting?
A. Theater Test
B. Focus Groups
C. E-mail
D. Portfolio Test
Answer: C, E-mail

2. Advertisements, pricing tactics, new products, and consumer and trade promotions are used to access_________________________?
A. Behavioral Measures
B. Test Markets
C. Public Relations
D. Recognition Tests
Answer: B, Test Markets