BUS 2600 FINAL EXAM

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________________ advertising. -Covert or secret -Informative -Institutional -Reminder -Comparative or competitive

Comparative or competitive

Which of the following is a major step in selecting advertising media? -Determining reach, frequency, impact, and engagement -Selecting the message execution style of the ad -Developing a compelling creative concept -Planning a message strategy -Deciding on format elements

Determining reach, frequency, impact, and engagement

Upon determining who will want the product, retailers must determine in more detail how to _________________ in those markets. -Offer the correct products -Differentiate and position themselves -Promote themselves -Properly price the product offerings -Entice customers to them

Differentiate and position themselves

Which of the following is NOT a specific goal of branded community websites? -Allows visitors to interact with likeminded people to explore and communicate experiences with the brand -Generate engagement with and between the brand and its customers -Build closer customer relationships -Increase online sales -Present brand content that engages consumers

Increase online sales

Which type of advertising is heavily used for new product category introductions? -Reminder -Comparative -Informative -Overt -Persuasive

Informative

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and statewide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________________ function of public relations. -Product publicity -Development -Press relations -Lobbying -Investor relations

Press relations

Price is the only part of the marketing mix that __________________ -Incurs cost -Attracts buyers -Produces revenue -Is defined by the customer -Does not play a role in creating customer value

Produces revenue

_________________ involves planning, implementing, coordinating, and controlling the personal selling efforts of the company. -The personal selling process -Sales force management -Sales force automation -Benchmarking -Business intelligence

Sales force management

The use of short-term incentives to encourage the purchase or sale of a product or service is called _________. -Direct and digital marekting -Personal selling -Sales promotion -Advertising -Public relations

Sales promotion

Retailers are classified on characteristics including the amount of service they offer, the breadth and depth of their product lines, how they are organized, and ____________. -The stability of their financial situation -The number of locations they have -Their sustainability and environmental policies -The strength of their Internet presence -The relative prices they charge

The relative prices they charge

New, premium movie theaters offer features such as online reserved seating, high-backed leather executive chairs with armrests and footrests, the latest in digital sound and super-wide screens, and other amenities for which they charge a higher price. This is an example of which type of pricing? -High-low pricing -Cost-based pricing -Value-added pricing -Competition-based pricing -Good-value pricing

Value-added pricing

Which of the following is the MOST credible source of information? -Personal selling -Company blog -Word of mouth -Public relations -Native advertising

Word of mouth

Bon Viviant offers an assortment of exclusive French wines at incredibly low prices. These prices are neither limited-time offers nor special discounts, but represent the daily prices of products sold by Bon Vivant. This reflects Bon Vivant's _________________ pricing strategy. -High/low -Penetration -Everyday low -Competition-based -Cost-based

everyday low

Oscarz Aviation Web site, GoOscarzAv.com, is constantly working to engage customers by providing relevant and useful content. It has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation, which in turn provides the company with insights on new products and services. Customers can also view videos that Oscarz Aviation posts, as well as read and respond to blogs and ask questions. GoOscarzAv.com is an example of a(n)______________. -Brand community website -Marketing website -Digital catalog -Online social network -Blog

Brand community website

The New Age Gallery has three admission prices for students, adults, and seniors even though all three groups are entitled to the same services. This form of pricing is called ______________________ pricing -By-product -Customer-segment -Captive product -Product form -Psychological

Customer-Segment

Which of the following statements is true of direct marketing? -Direct marketing involves two or more intermediaries -In direct marketing, consumers earn a commission every time they buy a product -Salespersons are compensated for other salespeople they recruit -Direct marketing is also referred to as referral marketing -Direct marketing offers sellers a low-cost alternative for reaching their markets

Direct marketing offers sellers a low-cost alternative for reaching their markets

Which of the following IS NOT a type of off-price retailer? -Discount stores -Warehouse clubs -Factory outlets -Wholesale clubs -Independents

Discount stores

Today, most companies are adopting the concept of ______________, which carefully combines and coordinates a company's various promotional tools to deliver a clear, consistent, and compelling message about the organization and its brands. -Pull strategy -Buzz marketing -Integrated marketing communications -Non-personal communication channels -Vertical diversification

Integrated marketing communications

One of the functions performed by a PR department is ______________, which involves building relations with legislators and government officials to influence legislation and regulation. -Press relations management -Public affairs management -Investor relations management -Lobbying -Direct marketing

Lobbying

When theaters vary seat prices due to audience preferences for seats in coveted rows, they use _________________ pricing -Customer-segment -Time-based -Product line -Location-based -Seasonal

Location-Based

Midnight Magic, a perfume manufacturing company, plans to release a new fragrance during the holiday season at $99 per bottle. The company intends to bring the price down to $59 within six months of its release to attract the next segment of buyers who couldn't afford the initial price. Which of the following pricing strategies is Midnight Magic using? -Product-line pricing -Market-skimming pricing -Market-penetration pricing -Cost-plus pricing -Competitive pricing

Market-Skimming Pricing

A company has set a low price on a new product it introduced. They want to maximize their market share and attract a large number of buyers quickly. Which new product pricing strategy should the company use? -Captive-product pricing -Psychological pricing -Market-skimming pricing -Market-penetration pricing -Optional product pricing

Market-penetration pricing

Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardware.com? -Blog -Brand community website -Digital catalog -Marketing website -Social network

Marketing website

Which type of retailer has online shopping negatively impacted the most? -Low-end malls -High-end malls -Middle-market malls -Restaurant and bars -Warehouse clubs

Middle-Market Malls

____________________ advertising becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand. -Informative -Persuasive -Reminder -Humorous -Cause-related

Persuasive

Pepsi being prominently featured on episodes of the TV show Empire is an example of __________________. -Product placement -Personal selling -Sales promotion -Advertainment -Buzz marketing

Product placement

Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, product publicity, and development? -Direct and digital marketing -Advertising -Public relations -Trade promotion -Sales promotion

Public Relations

Under which promotional mix strategy does the producer direct its marketing activities toward channel members (e.g. retailers) to induce them to carry the product and promote it to final consumers? -Buzz strategy -Pulse strategy -Blitz strategy -Pull strategy -Push strategy

Push Strategy

Bose offers $50 cash back to customers who purchase a new speaker and send in proof of purchase. This is an example of a(n) __________________: -Rebate -Point of purchase promotion -Price pack -Premium -Sample

Rebate

Which of the following is true about the sales force of a company? -Salespeople do not have the authority to act on customers' objections -Salespeople rarely visit in person with customers -Salespeople represent customers to the company, championing customers' interests -Salespeople rely on engineers and manufacturers to learn about customer needs -The sales force plays a minor role in customer-company relationships

Salespeople represent customers to the company, championing customers' interests