Question 1

The goal of ________ advertising is to maintain awareness of the usefulness of a product.

Accepted Answer

A)  comparative 
B)  advocacy 
C)  reminder-oriented 
D)  persuasive 
A)  comparative 
B)  advocacy 
C)  reminder-oriented 
D)  persuasive

Question 2

Albertson's,a large national supermarket chain,bases its pricing strategy primarily on which objective?

Accepted Answer

A)  Volume 
B)  Profitability 
C)  Prestige 
D)  Breakeven analysis 
A)  Volume 
B)  Profitability 
C)  Prestige 
D)  Breakeven analysis

Question 3

___________ involves the use of innovative,low-cost marketing efforts to attract customer attention.

Accepted Answer

A)  Trade promotion 
B)  Institutional advertising 
C)  Creative selling 
D)  Guerrilla marketing 
A)  Trade promotion 
B)  Institutional advertising 
C)  Creative selling 
D)  Guerrilla marketing

Question 4

Describe the differences between personal selling and nonpersonal selling.

Accepted Answer

Personal selling is the most basic form

Question 5

Elizabeth and Tom have had an in-ground swimming pool installed in their backyard.About one week after installation,the salesperson telephoned and asked if everything about the pool met with their approval.The salesperson is ________.

Accepted Answer

A)  prospecting 
B)  trying to get a repeat order 
C)  conducting a follow-up 
D)  overcoming objections 
A)  prospecting 
B)  trying to get a repeat order 
C)  conducting a follow-up 
D)  overcoming objections

Question 6

Jamal,the service manager for a local Ford dealer,makes a point of sending out letters to all customers asking whether or not they are satisfied with their purchase.Jamal is conducting a follow-up.

Accepted Answer

A) True 
 B)False

Question 7

Advertising is a form of nonpersonal selling.

Accepted Answer

A) True 
 B)False

Question 8

A major portion of advertising is information oriented.

Accepted Answer

A) True 
 B)False

Question 9

One advantage of advertising in magazines is that they allow targeted messages.

Accepted Answer

A) True 
 B)False

Question 10

Marketers rarely try to combine pushing and pulling strategies in the same promotional campaign.

Accepted Answer

A) True 
 B)False

Question 11

In _____ the costs of local advertising are shared among channel partners.

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

Nike uses sports stars to increase sales by enhancing the public's ________ demand for their brand.

Accepted Answer

A)  secondary 
B)  selective 
C)  primary 
D)  marketplace 
A)  secondary 
B)  selective 
C)  primary 
D)  marketplace

Question 13

Viral advertising creates a novel or entertaining message that consumers forward to others,spreading it like a virus.

Accepted Answer

A) True 
 B)False

Question 14

Sales personnel employed by companies such as IBM and Microsoft who offer technical assistance through consulting are primarily involved in ________.

Accepted Answer

A)  missionary selling 
B)  creative selling 
C)  nonpersonal selling 
D)  order processing 
A)  missionary selling 
B)  creative selling 
C)  nonpersonal selling 
D)  order processing

Question 15

Marketers often emphasize a pulling strategy for consumer products and a pushing strategy for business products.

Accepted Answer

A) True 
 B)False

Question 16

Order processing involves identifying customer needs,pointing them out to customers,and completing orders.

Accepted Answer

A) True 
 B)False

Question 17

Television is an attractive advertising medium because it ________.

Accepted Answer

A)  is relatively inexpensive 
B)  offers a rapidly growing network audience 
C)  offers mass coverage and flexibility 
D)  provides instant feedback that can be used to measure effectiveness 
A)  is relatively inexpensive 
B)  offers a rapidly growing network audience 
C)  offers mass coverage and flexibility 
D)  provides instant feedback that can be used to measure effectiveness

Question 18

One advantage of television advertising is its low cost.

Accepted Answer

A) True 
 B)False

Question 19

It is not uncommon that consumers correlate prestige,quality,and high price.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statements regarding price and quality is supported by research?

Accepted Answer

A)  The higher the price,the greater the sales volume. 
B)  Consumers' perception of product quality is related closely to the item's price. 
C)  Perception of quality has no relationship to price. 
D)  Quality and price always go hand-in-hand. 
A)  The higher the price,the greater the sales volume. 
B)  Consumers' perception of product quality is related closely to the item's price. 
C)  Perception of quality has no relationship to price. 
D)  Quality and price always go hand-in-hand.

The goal of ________ advertising is to maintain awareness of the usefulness of a product.

Albertson's,a large national supermarket chain,bases its pricing strategy primarily on which objective?

___________ involves the use of innovative,low-cost marketing efforts to attract customer attention.

Describe the differences between personal selling and nonpersonal selling.

Elizabeth and Tom have had an in-ground swimming pool installed in their backyard.About one week after installation,the salesperson telephoned and asked if everything about the pool met with their approval.The salesperson is ________.

Jamal,the service manager for a local Ford dealer,makes a point of sending out letters to all customers asking whether or not they are satisfied with their purchase.Jamal is conducting a follow-up.

Advertising is a form of nonpersonal selling.

A major portion of advertising is information oriented.

One advantage of advertising in magazines is that they allow targeted messages.

Marketers rarely try to combine pushing and pulling strategies in the same promotional campaign.

In _____ the costs of local advertising are shared among channel partners.

Nike uses sports stars to increase sales by enhancing the public's ________ demand for their brand.

Viral advertising creates a novel or entertaining message that consumers forward to others,spreading it like a virus.

Sales personnel employed by companies such as IBM and Microsoft who offer technical assistance through consulting are primarily involved in ________.

Marketers often emphasize a pulling strategy for consumer products and a pushing strategy for business products.

Order processing involves identifying customer needs,pointing them out to customers,and completing orders.

Television is an attractive advertising medium because it ________.

One advantage of television advertising is its low cost.

It is not uncommon that consumers correlate prestige,quality,and high price.

Which of the following statements regarding price and quality is supported by research?

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

The goal of ________ advertising is to maintain awareness of the usefulness of a product.

Albertson's,a large national supermarket chain,bases its pricing strategy primarily on which objective?

___________ involves the use of innovative,low-cost marketing efforts to attract customer attention.

Describe the differences between personal selling and nonpersonal selling.

Elizabeth and Tom have had an in-ground swimming pool installed in their backyard.About one week after installation,the salesperson telephoned and asked if everything about the pool met with their approval.The salesperson is ________.

Jamal,the service manager for a local Ford dealer,makes a point of sending out letters to all customers asking whether or not they are satisfied with their purchase.Jamal is conducting a follow-up.

Advertising is a form of nonpersonal selling.

A major portion of advertising is information oriented.

One advantage of advertising in magazines is that they allow targeted messages.

Marketers rarely try to combine pushing and pulling strategies in the same promotional campaign.

In _____ the costs of local advertising are shared among channel partners.

Nike uses sports stars to increase sales by enhancing the public's ________ demand for their brand.

Viral advertising creates a novel or entertaining message that consumers forward to others,spreading it like a virus.

Sales personnel employed by companies such as IBM and Microsoft who offer technical assistance through consulting are primarily involved in ________.

Marketers often emphasize a pulling strategy for consumer products and a pushing strategy for business products.

Order processing involves identifying customer needs,pointing them out to customers,and completing orders.

Television is an attractive advertising medium because it ________.

One advantage of television advertising is its low cost.

It is not uncommon that consumers correlate prestige,quality,and high price.

Which of the following statements regarding price and quality is supported by research?

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