QUIZ 17,18,19
Fixed costs vary with the number of units produced or sold. a. True b. False
FALSE
Individuals compete for prizes based on analytical or creative skill in _____, while they compete solely on chance in ______. a. consumer games; consumer contests b. consumer contests; consumer games c. consumer games; consumer sweepstakes d. consumer contests; consumer sweepstakes e. consumer sweepstakes; consumer games
consumer contests; consumer games
Hunts uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered a. consumer sales promotion methods. b. buying allowances. c. consumer incentives. d. consumer sweepstakes. e. trade sales promotion methods.
consumer sales promotion methods
Decisions regarding sales promotion do not affect advertising decisions. a. True b. False
false
Elastic demand is usually a result of the lack of substitute products. a. True b. False
false
Organizational goals have little to do with pricing decisions. a. True b. False
false
To maintain market share and revenue in an increasingly price-sensitive market, companies have focused on quality, used labor-saving technologies, and used efficient manufacturing processes. These tactics have provided gains in productivity that have translated into ____ for the consumer. a. higher costs for the company and lower prices b. lower costs for the company and higher prices c. no change in the costs for either the company or d. higher costs for the company and higher prices e. lower costs for the company and lower prices
lower costs for the company and lower prices
The primary disadvantage of using ______ is that they may have a low response rate and thus a limited impact on sales. a. rebates b. coupons c. money refunds d. premiums e. cents-off offers
money refunds
The greatest benefit of using event sponsorship is that it a. can provide large amounts of free media coverage. b. is cost-free. c. provides excellent support for advertisements. d. enhances personal selling efforts. e. neutralizes the effects of unfavorable public relations.
Can provide large amounts of free media coverage
In unaided recall testing, respondents are shown the actual advertisement and are asked whether they recognize it. a. True b. False
FALSE
Marketers have more difficulty adjusting their prices than they do any other marketing mix variable. a. True b. False
FALSE
Predatory pricing involves having the ability to set prices so excessively high that only the highest income consumers can afford them. a. True b. False
FALSE
Public relations, unlike advertising, is not particularly useful for promoting an organization's image. a. True b. False
FALSE
Publicity is usually very costly financially for a firm because the firm needs to spend money convincing the media to promote their newsworthy events. a. True b. False
FALSE
Relative to the cost of advertising, the cost of publicity is high. a. True b. False
FALSE
The preapproach is the first step in the personal selling process. a. True b. False
FALSE
Brand uniqueness is not important in nonprice competition. a. True b. False
False
A marketer that wanted to include detailed information in advertisements would most likely use a. radio. b. outdoor displays. c. mass transit. d. television. e. magazines.
MAGAZINES
Which of the following is NOT a public relations tool? a. Feature article b. News release c. Annual report d. Product sample e. Company magazine
PRODUCT SAMPLE
If a company calls a meeting to announce a major news event, this is known as a a. press conference. b. public service announcement. c. media call. d. press release. e. news release.
Press conference
If a company provides price differentials that harm competition by giving one or more buyers a competitive advantage, it is committing a. price fixing. b. price incrimination. c. price-consciousness. d. price discrimination. e. price competition.
Price discrimination
Matheus and Jen are discussing the media plan for the opening of their new bar/laundromat called Harvey Washbangers. He tells her that while he agrees that ____ has a tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists. a. online b. outdoor c. newspaper d. direct mail e. television
TELEVISION
A customer looking for the lowest price on a mattress without concern for the quality of the mattress or the status gained by buying and using a certain brand is a price-conscious customer. a. True b. False
TRUE
Advertising is paid nonpersonal communication transmitted through mass media. a. True b. False
TRUE
Comparative advertisements mention the actual names of competing brands. a. True b. False
TRUE
In setting price, it is wise to analyze competitors' prices. a. True b. False
TRUE
The choice of media influences the content and form of the message. a. True b. False
TRUE
To avoid the appearance of price fixing, marketers must develop independent pricing policies and set prices in ways that do not even hint at collusion. a. True b. False
TRUE
Price is the value that is exchanged for products in a marketing transaction. a. True b. False
True
Reminder advertising is not applicable to new products. a. True b. False
True
Sara buys a new dress at Marshalls that has a price tag with "Compare at $150.00. Our Price $89.99." This is an example of the use of a. seasonal discounts. b.cumulative discounts. c. base-point pricing. d. an external reference price. e. internal referencing.
an external reference price
The ____ stage of the personal selling process is when the salesperson asks the prospect to buy the product. a. proposal b. overcoming objections c. trial d. approach e. closing
closing
Following up involves listening to a customer's response after finishing the presentation and overcoming those objections. a. True b. False
false
One objective of consumer sales promotion techniques is to encourage patronage for a specific retail store. a. True b. False
false
Small and medium-sized firms never use advertising agencies to produce campaigns for them. a. True b. False
false
Which of the following is the most expensive sales promotion method? a. Rebates b. Free samples c. Premiums d. Coupons e. Demonstrations
free samples
A price developed in the consumer's mind through experience with the product is called a(n) a. frame of reference. b. internal reference price. c. external reference price. d. internalized price. e. value-price guideline.
internal reference price
Catherine is out shopping with her friends for the day. While evaluating a decision to purchase a handbag, she says, "People notice when you buy the most expensive brand of a product." Catherine is most likely a _____ consumer. a. price-conscious b. prestige-sensitive c. quality-conscious d. value-conscious
prestige-sensitive
A feature article is longer than a news release and is written for a particular publication. TRUE/ FALSE
true
In the cold canvass technique, the salesperson calls on potential customers without their prior consent. a. True b. False
true
Personal selling is generally the most expensive element in the promotion mix. a. True b. False
true
Sales promotion activities are generally used in conjunction with other promotional efforts. a. True b. False
true
The focus of personal selling is shifting from selling a specific product to building long-term relationships with customers by finding solutions to their needs, problems, and challenges. a. True b. False
true
The most effective sales promotion efforts are highly interrelated with other promotional activities. a. True b. False
true
Two major categories of sales promotion methods are consumer and trade. a. True b. False
true
