MRKG 1311-003 Midterm Exam
What is an advertising platform most commonly based upon?
Customer surveys about what they consider the most important issues
Which of the following is least likely to be directly involved in making sales?
Support sales personnel
Personal selling is changing in today's marketplace due to several factors. Which of the following is not a factor that impacts today's promotion through personal selling?
The difficulty in keeping customers because they are fickle.
Why should a benchmark statement be included in advertising objectives?
Without a reference point, it is difficult to determine to what degree objectives have been accomplished.
One advantage of the non-price competition is that
a firm can build customer loyalty.
In establishing sales promotion objectives, a marketer should always
align these objectives with the organization's overall objectives.
An advertising platform is the
basic issue or selling point that an advertiser wishes to include in an advertising campaign.
At the____stage of the personal selling process, a salesperson asks the prospect to buy the product
closing
Dan is responsible for developing the promotional campaign for Under Armor's new line of footwear for teens. He will be writing advertising campaign objectives that are aimed at making the target customers' attitudes more favorable toward Under Armor, which should be stated in terms of____.
communication
If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of____.
communication
If PepsiCo sets its twelve-pack price to match the price charged by Coca-Cola, Pepsi is using____pricing methods?
competition-based
If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the____approach
competition-matching
When Volvo's advertising campaign mentions that the Volvo CX60 has the highest safety rating of any European sedan, it is using____advertising.
competitive
Coors Inc. advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called____.
competitive advertising
Advertising appropriations are largest for____.
convenience goods
Marketers generally view____as the minimum price a product can be sold for.
costs
Customer density and distribution are important factors in
creating sales territories.
The step in developing an advertising campaign that directly precedes campaign execution is
creating the advertising message.
After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by
defining the advertising objectives.
The three primary bases for developing prices are
demand, competition, and cost.
If a product is priced based on how many or how few people want it at a particular time and place,____pricing is being used.
demand-based
When establishing prices, a marketer's first step is to
develop pricing objectives.
After the advertising budget is determined, the next step in creating an advertising campaign is
developing the media plan.
The fact that senior citizens are charged a lower price at movie theaters than younger adults is an example of____pricing.
differential
The last stage in the development of any advertising campaign is
evaluating the effectiveness of advertising.
Advertisements that encourage customers to send in reply cards for additional information aids salespeople in____.
finding prospects
The purpose of the____stage in personal selling is to determine customers' problems and questions about using the product
follow-up
The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising____.
frequency
An ad's____is designed to attract readers' attention and develop interest so that they will read the entire advertisement.
headline
As Will reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living, he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will focuses his creative efforts on the____.
headline
The first stage in the development of any advertising campaign is
identifying the advertising target audience.
Personal selling goals include finding prospects, convincing prospects to buy, and
keeping customers satisfied.
A marketer who wants to include detailed information in advertisements would most likely use____.
magazines
A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)____.
media plan
As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising____.
message
Marketers at organizations engaged in price competition
need competitive price information to make sure that their products are priced at approximately the same level as the prices of competing brands.
Creative selling, which requires that salespeople recognize a potential buyer's needs and then provide the prospect with the necessary information, is performed by
order getters.
Dylan is a sales person for Whole Foods. In his position, he is primarily responsible for seeking repeat sales. Dylan is most likely a(n)
order taker.
The target audience for an advertising campaign is the
people at whom advertisements are aimed.
When marketers emphasize price as an issue and match or beat the prices of other companies, they are engaging in
price competition.
The pricing of Clinique makeup, considerably higher than brands such as Cover Girl, Revlon, and Maybelline, is most likely used to communicate____.
product quality
Lucy buys a new dress at T.J. Maxx that has a price tag with "Compare at $150.00, our Price $89.99." This is an example of the use of
reference pricing.
Executives in Japan decided to price Lexus luxury cars in the United States at $55,000 while pricing them at $66,000 in their own country. This is an example of
secondary-market pricing.
When developing an advertising campaign, benchmarks need to be included in the____.
statement of advertising objectives
Brian and Tiffany are discussing the media plan for the opening of their new laundromat called Soap and Suds. While talking to Tiffany, Brian agrees that____has a tremendous impact. However, he feels that the upfront costs for such a campaign cannot be covered, at present, in their modest budget.
television
The step of the personal selling process in which a salesperson contacts a potential customer is called
the approach.
The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing____for the campaign.
the target audience(?) NOT "objectives" or "a budget" (I don't know the answer.)
Sales force objectives are generally established for
the total sales force and each salesperson.
Marketers improve their ability to establish prices appropriately when
they know the prices charged for competing brands.
If a product has an inelastic demand and the manufacturer raises its price
total revenue will increase.
