Question 1

What can a firm do if it is too difficult or too expensive to have salespeople meet all potential customers in person?

Accepted Answer

A)  Set up a focus group 
B)  Meet prospects in a central location 
C)  Engage in missionary selling 
D)  Use telemarketing 
A)  Set up a focus group 
B)  Meet prospects in a central location 
C)  Engage in missionary selling 
D)  Use telemarketing

Question 2

Positioning is an attempt by marketers to establish unique places for their products in the minds of consumers.

Accepted Answer

A) True 
 B)False

Question 3

Assume fixed costs equal $480,000.The price per unit is $10,and the variable cost per unit equals $8.Find the breakeven point in terms of both units sold and sales revenue.

Accepted Answer

$480,000/$2 = 240,000 = breake

Question 4

Explain the relationship between advertising and the product life cycle.

Accepted Answer

Informational advertising is used to bui

Question 5

The Social Club is conducting a breakeven analysis to determine how many tickets it must sell at $20 each to break even on the Holiday Dance.Fixed costs are $4,000,and the variable cost per person is $10.To break even,the Social Club must sell ________ tickets.

Accepted Answer

A)  800 
B)  500 
C)  400 
D)  80 
A)  800 
B)  500 
C)  400 
D)  80

Question 6

Limited availability can create product prestige.

Accepted Answer

A) True 
 B)False

Question 7

Dunkin' Donuts uses __________ advertising when it tells people that "hard-working" people prefer their coffee over the high-priced Starbucks.

Accepted Answer

A)  corporate 
B)  comparative 
C)  informative 
D)  reminder-oriented 
A)  corporate 
B)  comparative 
C)  informative 
D)  reminder-oriented

Question 8

A(n)_____ strategy sets an intentionally high price relative to the prices of competing products.

Accepted Answer

A) breakeven analysis 
B) promotional mix 
C) volume objectives 
D) institutional advertising 
E) discount pricing
F)creative selling
G)point-of-purchase advertising
H)skimming pricing
I)pushing strategy
J)odd pricing
K)integrated marketing communications
L)cooperative advertising
M)penetration pricing 
A) breakeven analysis 
B) promotional mix 
C) volume objectives 
D) institutional advertising 
E) discount pricing
F)creative selling
G)point-of-purchase advertising
H)skimming pricing
I)pushing strategy
J)odd pricing
K)integrated marketing communications
L)cooperative advertising
M)penetration pricing

Question 9

A pulling strategy relies less on advertising than does a pushing strategy.

Accepted Answer

A) True 
 B)False

Question 10

Differentiate between skimming pricing and penetration pricing.

Accepted Answer

The strategy of skimming pricing sets th

Question 11

_____ is when a business drops prices for a set period of time.

Accepted Answer

A) breakeven analysis 
B) promotional mix 
C) volume objectives 
D) institutional advertising 
E) discount pricing
F)creative selling
G)point-of-purchase advertising
H)skimming pricing
I)pushing strategy
J)odd pricing
K)integrated marketing communications
L)cooperative advertising
M)penetration pricing 
A) breakeven analysis 
B) promotional mix 
C) volume objectives 
D) institutional advertising 
E) discount pricing
F)creative selling
G)point-of-purchase advertising
H)skimming pricing
I)pushing strategy
J)odd pricing
K)integrated marketing communications
L)cooperative advertising
M)penetration pricing

Question 12

Which of the following manufacturers and products would likely spend more on personal selling than on nonpersonal selling?

Accepted Answer

A)  Johnson & Johnson,Band-Aids 
B)  General Mills,Cheerios 
C)  Boeing,737 jetliners 
D)  Toshiba,DVD players 
A)  Johnson & Johnson,Band-Aids 
B)  General Mills,Cheerios 
C)  Boeing,737 jetliners 
D)  Toshiba,DVD players

Question 13

In the movie,The Social Network,the actor portraying Mark Zuckerberg is featured wearing products by Gap and the North Face.This form of promotion is known as _________.

Accepted Answer

A)  trade promotion 
B)  institutional advertising 
C)  creative selling 
D)  product placement 
A)  trade promotion 
B)  institutional advertising 
C)  creative selling 
D)  product placement

Question 14

A company adds several features to one of its products,and cuts the price slightly.What is the company's objective,most likely?

Accepted Answer

A)  Increase profits 
B)  Meet competition 
C)  Increase the prestige of the product 
D)  Increase the product's market share 
A)  Increase profits 
B)  Meet competition 
C)  Increase the prestige of the product 
D)  Increase the product's market share

Question 15

Although a salesperson's work can vary significantly from one company to another,it usually involves a mix of creative selling,missionary selling,and __________.

Accepted Answer

A)  personal selling 
B)  sales promotion 
C)  order processing 
D)  indirect selling 
A)  personal selling 
B)  sales promotion 
C)  order processing 
D)  indirect selling

Question 16

Television ads by State Farm warning drivers against texting while driving are a type of institutional advertisement.

Accepted Answer

A) True 
 B)False

Question 17

Advertising is the most visible form of nonpersonal promotion.

Accepted Answer

A) True 
 B)False

Question 18

Burger King recently announced plans to drop the price of its double cheese burger from $1.99 to just 99 cents in order to match McDonalds pricing.This is an example of a ____________.

Accepted Answer

A)  profitability strategy 
B)  volume strategy 
C)  price war 
D)  prestige objective 
A)  profitability strategy 
B)  volume strategy 
C)  price war 
D)  prestige objective

Question 19

Integrated marketing communications would include all of the following EXCEPT ________.

Accepted Answer

A)  direct mail 
B)  sales promotions 
C)  public relations 
D)  distribution 
A)  direct mail 
B)  sales promotions 
C)  public relations 
D)  distribution

Question 20

The buyer-seller communication in _________ occurs during a face-to-face meeting or via telephone,videoconference,or interactive computer link.

Accepted Answer

A)  integrated marketing communications 
B)  personal selling 
C)  non-personal selling 
D)  promotional strategy 
A)  integrated marketing communications 
B)  personal selling 
C)  non-personal selling 
D)  promotional strategy

What can a firm do if it is too difficult or too expensive to have salespeople meet all potential customers in person?

Positioning is an attempt by marketers to establish unique places for their products in the minds of consumers.

Assume fixed costs equal $480,000.The price per unit is $10,and the variable cost per unit equals $8.Find the breakeven point in terms of both units sold and sales revenue.

Explain the relationship between advertising and the product life cycle.

The Social Club is conducting a breakeven analysis to determine how many tickets it must sell at $20 each to break even on the Holiday Dance.Fixed costs are $4,000,and the variable cost per person is $10.To break even,the Social Club must sell ________ tickets.

Limited availability can create product prestige.

Dunkin' Donuts uses __________ advertising when it tells people that "hard-working" people prefer their coffee over the high-priced Starbucks.

A(n)_____ strategy sets an intentionally high price relative to the prices of competing products.

A pulling strategy relies less on advertising than does a pushing strategy.

Differentiate between skimming pricing and penetration pricing.

_____ is when a business drops prices for a set period of time.

Which of the following manufacturers and products would likely spend more on personal selling than on nonpersonal selling?

In the movie,The Social Network,the actor portraying Mark Zuckerberg is featured wearing products by Gap and the North Face.This form of promotion is known as _________.

A company adds several features to one of its products,and cuts the price slightly.What is the company's objective,most likely?

Although a salesperson's work can vary significantly from one company to another,it usually involves a mix of creative selling,missionary selling,and __________.

Television ads by State Farm warning drivers against texting while driving are a type of institutional advertisement.

Advertising is the most visible form of nonpersonal promotion.

Burger King recently announced plans to drop the price of its double cheese burger from $1.99 to just 99 cents in order to match McDonalds pricing.This is an example of a ____________.

Integrated marketing communications would include all of the following EXCEPT ________.

The buyer-seller communication in _________ occurs during a face-to-face meeting or via telephone,videoconference,or interactive computer link.

The Changing Face of Business

Business Ethics and Social Responsibility

Economic Challenges Facing Contemporary Business

Competing in World Markets

Forms of Business Ownership and Organization

Starting Your Own Business: The Entrepreneurship Alternative

Management, Leadership, and the Internal Organization

Human Resource Management: From Recruitment to Labour Relations

Top Performance through Empowerment, Teamwork, and Communication

Production and Operations Management

Customer-Driven Marketing

Product and Distribution Strategies

Using Technology to Manage Information

Understanding Accounting and Financial Statements

The Financial System

Financial Management

Filters

Exam 13: Promotion and Pricing Strategies

What can a firm do if it is too difficult or too expensive to have salespeople meet all potential customers in person?

Positioning is an attempt by marketers to establish unique places for their products in the minds of consumers.

Assume fixed costs equal $480,000.The price per unit is $10,and the variable cost per unit equals $8.Find the breakeven point in terms of both units sold and sales revenue.

Explain the relationship between advertising and the product life cycle.

The Social Club is conducting a breakeven analysis to determine how many tickets it must sell at $20 each to break even on the Holiday Dance.Fixed costs are $4,000,and the variable cost per person is $10.To break even,the Social Club must sell ________ tickets.

Limited availability can create product prestige.

Dunkin' Donuts uses __________ advertising when it tells people that "hard-working" people prefer their coffee over the high-priced Starbucks.

A(n)_____ strategy sets an intentionally high price relative to the prices of competing products.

A pulling strategy relies less on advertising than does a pushing strategy.

Differentiate between skimming pricing and penetration pricing.

_____ is when a business drops prices for a set period of time.

Which of the following manufacturers and products would likely spend more on personal selling than on nonpersonal selling?

In the movie,The Social Network,the actor portraying Mark Zuckerberg is featured wearing products by Gap and the North Face.This form of promotion is known as _________.

A company adds several features to one of its products,and cuts the price slightly.What is the company's objective,most likely?

Although a salesperson's work can vary significantly from one company to another,it usually involves a mix of creative selling,missionary selling,and __________.

Television ads by State Farm warning drivers against texting while driving are a type of institutional advertisement.

Advertising is the most visible form of nonpersonal promotion.

Burger King recently announced plans to drop the price of its double cheese burger from $1.99 to just 99 cents in order to match McDonalds pricing.This is an example of a ____________.

Integrated marketing communications would include all of the following EXCEPT ________.

The buyer-seller communication in _________ occurs during a face-to-face meeting or via telephone,videoconference,or interactive computer link.

The Changing Face of Business

Business Ethics and Social Responsibility

Economic Challenges Facing Contemporary Business

Competing in World Markets

Forms of Business Ownership and Organization

Starting Your Own Business: The Entrepreneurship Alternative

Management, Leadership, and the Internal Organization

Human Resource Management: From Recruitment to Labour Relations

Top Performance through Empowerment, Teamwork, and Communication

Production and Operations Management

Customer-Driven Marketing

Product and Distribution Strategies

Using Technology to Manage Information

Understanding Accounting and Financial Statements

The Financial System

Financial Management

Filters