Question 1

Manufacturers of B2B products typically spend more on personal selling than on advertising.

Accepted Answer

A) True 
 B)False

Question 2

In-store displays are an example of trade promotion.

Accepted Answer

A) True 
 B)False

Question 3

Volume objectives bases pricing decisions on ________.

Accepted Answer

A)  image goals and status quo pricing 
B)  supply and demand 
C)  breakeven analysis 
D)  market share 
A)  image goals and status quo pricing 
B)  supply and demand 
C)  breakeven analysis 
D)  market share

Question 4

The future attitudes of most prospects are affected by the first impression they form of the salesperson.Therefore,salespeople ________.

Accepted Answer

A)  must be selective in identifying prospects 
B)  must be tactful when they respond to objections 
C)  should carefully prepare their approach to potential customers 
D)  should use the same sales pitch to all customers 
A)  must be selective in identifying prospects 
B)  must be tactful when they respond to objections 
C)  should carefully prepare their approach to potential customers 
D)  should use the same sales pitch to all customers

Question 5

A paid,non-personal sales communication usually directed at a large number of potential buyers is ________.

Accepted Answer

A)  the media mix 
B)  sales promotion 
C)  advertising 
D)  publicity 
A)  the media mix 
B)  sales promotion 
C)  advertising 
D)  publicity

Question 6

When a pharmaceutical company uses the phrase "ask your doctor" in its ads,the company is using a ________ strategy to appeal directly to the public instead of physicians alone.

Accepted Answer

A)  public relations 
B)  pulling 
C)  pushing 
D)  sales promotion 
A)  public relations 
B)  pulling 
C)  pushing 
D)  sales promotion

Question 7

A ___________ pricing strategy sets a low price as a major marketing tactic

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 8

Marketers using a pushing promotional strategy might offer which of these services to marketing intermediaries?

Accepted Answer

A)  Cash discounts 
B)  Trade discounts 
C)  Cooperative advertising allowances 
D)  Promotional materials 
A)  Cash discounts 
B)  Trade discounts 
C)  Cooperative advertising allowances 
D)  Promotional materials

Question 9

Personal selling is often used for products that are technically complex.

Accepted Answer

A) True 
 B)False

Question 10

___________ advertising is used promote a specific viewpoint on a public issue.

Accepted Answer

A)  Institutional 
B)  Cause 
C)  Persuasive 
D)  Comparative 
A)  Institutional 
B)  Cause 
C)  Persuasive 
D)  Comparative

Question 11

Wal-Mart's pricing objective is based primarily on ________ while a jewelry store's pricing objective is based primarily on ________.

Accepted Answer

A)  profitability;prestige 
B)  profitability;profitability 
C)  volume;prestige 
D)  volume;profitability 
A)  profitability;prestige 
B)  profitability;profitability 
C)  volume;prestige 
D)  volume;profitability

Question 12

What is sales promotion? Give some examples of common sales promotion techniques.

Accepted Answer

Sales promotion consists of the forms of

Question 13

Breakeven analysis calculates the level of sales required to cover all of the company's fixed and variable costs.

Accepted Answer

A) True 
 B)False

Question 14

Cocina Mas Fina makes all its menu items from scratch and uses authentic Mexican herbs in its dishes.As a result of the restaurant's focus on using specialty ingredients,prices are 75 percent higher than the competition's.Cocina Mas Fina knows ________.

Accepted Answer

A)  the higher the price,the better its perceived quality 
B)  people always pay more for items that are unfamiliar to them 
C)  people think that the competition's food is priced too low 
D)  experience has taught consumers to ignore prices 
A)  the higher the price,the better its perceived quality 
B)  people always pay more for items that are unfamiliar to them 
C)  people think that the competition's food is priced too low 
D)  experience has taught consumers to ignore prices

Question 15

Most marketing managers believe that the price-quality relationship holds for a wide variety of prices.

Accepted Answer

A) True 
 B)False

Question 16

A company includes an "instant coupon" as part of a product's package,giving the buyer a reduction off the retail price.What is the company attempting to do?

Accepted Answer

A)  Increase sales 
B)  Provide information 
C)  Stabilize sales 
D)  Differentiate the product 
A)  Increase sales 
B)  Provide information 
C)  Stabilize sales 
D)  Differentiate the product

Question 17

An integrated marketing communications strategy focuses on customer needs to create a diverse promotional message.

Accepted Answer

A) True 
 B)False

Question 18

_____ promotes a good or service whose benefits are not readily apparent or whose purchase decision requires a close analysis of alternatives.

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 19

Companies that provide ________ for NASCAR teams are eager to spend millions in exchange for a direct association with the biggest spectator sport in the United States.

Accepted Answer

A)  public relations 
B)  sponsorships 
C)  specialty advertising 
D)  product advertising 
A)  public relations 
B)  sponsorships 
C)  specialty advertising 
D)  product advertising

Question 20

A leading manufacturer of exercise bicycles ran a full-page advertisement in a health magazine comparing the price of its bicycle with that of a leading competitor.The manufacturer is using ________.

Accepted Answer

A)  comparative advertising 
B)  reminder-oriented advertising 
C)  a pushing strategy 
D)  advocacy advertising 
A)  comparative advertising 
B)  reminder-oriented advertising 
C)  a pushing strategy 
D)  advocacy advertising

Manufacturers of B2B products typically spend more on personal selling than on advertising.

In-store displays are an example of trade promotion.

Volume objectives bases pricing decisions on ________.

The future attitudes of most prospects are affected by the first impression they form of the salesperson.Therefore,salespeople ________.

A paid,non-personal sales communication usually directed at a large number of potential buyers is ________.

When a pharmaceutical company uses the phrase "ask your doctor" in its ads,the company is using a ________ strategy to appeal directly to the public instead of physicians alone.

A ___________ pricing strategy sets a low price as a major marketing tactic

Marketers using a pushing promotional strategy might offer which of these services to marketing intermediaries?

Personal selling is often used for products that are technically complex.

___________ advertising is used promote a specific viewpoint on a public issue.

Wal-Mart's pricing objective is based primarily on while a jewelry store's pricing objective is based primarily on .

What is sales promotion? Give some examples of common sales promotion techniques.

Breakeven analysis calculates the level of sales required to cover all of the company's fixed and variable costs.

Cocina Mas Fina makes all its menu items from scratch and uses authentic Mexican herbs in its dishes.As a result of the restaurant's focus on using specialty ingredients,prices are 75 percent higher than the competition's.Cocina Mas Fina knows ________.

Most marketing managers believe that the price-quality relationship holds for a wide variety of prices.

A company includes an "instant coupon" as part of a product's package,giving the buyer a reduction off the retail price.What is the company attempting to do?

An integrated marketing communications strategy focuses on customer needs to create a diverse promotional message.

_____ promotes a good or service whose benefits are not readily apparent or whose purchase decision requires a close analysis of alternatives.

Companies that provide ________ for NASCAR teams are eager to spend millions in exchange for a direct association with the biggest spectator sport in the United States.

A leading manufacturer of exercise bicycles ran a full-page advertisement in a health magazine comparing the price of its bicycle with that of a leading competitor.The manufacturer is using ________.

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

Manufacturers of B2B products typically spend more on personal selling than on advertising.

In-store displays are an example of trade promotion.

Volume objectives bases pricing decisions on ________.

The future attitudes of most prospects are affected by the first impression they form of the salesperson.Therefore,salespeople ________.

A paid,non-personal sales communication usually directed at a large number of potential buyers is ________.

When a pharmaceutical company uses the phrase "ask your doctor" in its ads,the company is using a ________ strategy to appeal directly to the public instead of physicians alone.

A ___________ pricing strategy sets a low price as a major marketing tactic

Marketers using a pushing promotional strategy might offer which of these services to marketing intermediaries?

Personal selling is often used for products that are technically complex.

___________ advertising is used promote a specific viewpoint on a public issue.

Wal-Mart's pricing objective is based primarily on ________ while a jewelry store's pricing objective is based primarily on ________.

What is sales promotion? Give some examples of common sales promotion techniques.

Breakeven analysis calculates the level of sales required to cover all of the company's fixed and variable costs.

Cocina Mas Fina makes all its menu items from scratch and uses authentic Mexican herbs in its dishes.As a result of the restaurant's focus on using specialty ingredients,prices are 75 percent higher than the competition's.Cocina Mas Fina knows ________.

Most marketing managers believe that the price-quality relationship holds for a wide variety of prices.

A company includes an "instant coupon" as part of a product's package,giving the buyer a reduction off the retail price.What is the company attempting to do?

An integrated marketing communications strategy focuses on customer needs to create a diverse promotional message.

_____ promotes a good or service whose benefits are not readily apparent or whose purchase decision requires a close analysis of alternatives.

Companies that provide ________ for NASCAR teams are eager to spend millions in exchange for a direct association with the biggest spectator sport in the United States.

A leading manufacturer of exercise bicycles ran a full-page advertisement in a health magazine comparing the price of its bicycle with that of a leading competitor.The manufacturer is using ________.

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

Wal-Mart's pricing objective is based primarily on while a jewelry store's pricing objective is based primarily on .