MARKETING FINAL KAHOOT

Pataasin ang iyong marka sa homework at exams ngayon gamit ang Quizwiz!

1) marketing communication captures interest of its target market 2) move the consumer from

"I like it" to "I want it"

Room rental: $100, VC=$20, FC=$100,000. Profit last year=$20,000. BEP is:

1,250

Price is $100, VCs is $20, FC is $100,000, annual profit is $20,0000. The contribution per unit

80

FC=$10,000, Sales Price=$60, VC=$20, break even is:

250 units

(T/F) rarely is the lowest-price product offering the dominant brand in a given market

True

(T/F) Gross rating points (GRP) measures how often audience is exposed within specified period of time

False

(T/F) brands that have developed loyal customers have a higher price elasticity of demand.

False

Which is not a characteristic of products in the maturity stage of product life cycle?

Laggards are a major focus of marketing efforts

The growth phase is always dynamic. Which of the following does not occur in this phase

Price competition with protracted price wars erodes profits

(T/F) For market penetration pricing to work, the product must be perceived as ground-breaking

false

As # of communication media has increased, understanding how best to reach target customers has

become more complex

a few customers are asked to try out a new video game that has not yet been released yet

beta testing

An advantage of Internet-based technologies is they

can be directed to a specific consumer

Which of the following is not one of the the five Cs of pricing? cost channel members company objectives collaboration

collaboration

The basic goal of integrated marketing communications is to

communicate the value proposition to the target market

Sally wants to start a lemonade stand. She calculates she needs 75 glasses at $6/glass

consumer demand

the more substitutes that exist in a market

consumers more sensitive to changes in price of a product

(T/F) Skimming strategy tends to be effective in p-sensitive market because discourage comp entering market

false

in integrated marketing communications, encoding involves

converting the sender's ideas into a message

(T/F) the 1st group of buyers who want to be the first with new product is known as early adopters

false

Firms either position themselves for a niche market of loyal consumers or they exit the market

decline

If the price for a product increases, the demand for the complementary product will

decrease

the process by which the use of a new product or service spreads throughout a market group is

diffusion of innovation

Recent years, the component of IMC that received the greatest increase in aggregate spending is

direct marketing

few new products can be products can be profitable until this large group buys them

early majority

Break-even analysis is useful because it allows managers to

estimate quantity need to sell at given price to break even

pure competition: firms competing for customers in a market with differentiated products

false

sales, complaints, etc. are types of ________ marketers use to assess the effectiveness

feedback

10% increase in price of cigarettes resulted in a 2% decrease in Q demanded: _______________ price elasticity

inelastic

the main objective is to generate consumer awareness and motivate consumers to try the product

introduction phase

_____________ pricing tactics lower the price of a product below the store's cost

loss leader

name the most common reason why new products fail

no discernible benefits

a demand curve shows the relationship between __________ in a period of time

price and demand

if a new product concept get positive evaluations during concept testing, next step for firm:

product development

everyday low pricing (EDLP) provides value to consumers by

reducing their search costs

inkjet printers gained rapid acceptance in the marketplace primarily because of their

relative advantage

___________ taking apart and creating an improved product that doesn't infringe on competitor's patents

reverse engineering

Increase a business's local market share from 15 to 30 percent. They're using what orientation

sales

integrated marketing communications include all of the following except

supply chain management

company wants 20% return on investments for all sales. They're using what pricing strategy?

target return

McDonald's often markets new products in select outlets. When they do this, they are engaged in

test marketing

because there are many firms in monopolistic competition markets,

the many competitors will focus on product differentiation

the sender of an IMC message hopes the receivers are

the people for whom the message was originally intended

the IMC process begins with _____________, who (which) must be clearly identified

the sender

In simple terms, the AIDA model is also known as the ____________ model

think, feel, do

that highest level of awareness occurs when customers mention a specific brand name re: product

top-of-mind awareness

Zappos.com, an online shoe store, offers an easy, no-hassle return procedure. This relates to

trialability

(T/F) A high/low pricing strategy relies on promotion of sales. lower prices to encourage purchases

true

(T/F) the introduction stage of the product life cycle is characterized by negative or low profits

true


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