MKTG 16-20
periodic discounting
Sleep Train's Presidents Day sales are an example of _____.
headline
The most critical copy in an advertisement is the
compensation method
Which of the following is NOT a factor affecting the routing and scheduling of sales calls?
public relations
Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs?
fixed cost
A business's rental of production space is an example of a _____.
customers
A major goal of integrated marketing communications is to send a consistent message to
internal reference price
A price developed in the buyer's mind through experience with the product is a(n) _____.
a price war
ACME Corp. and Spacely Inc. are engaged in intense price competition in order to boost market share of their widgets. This is best described as
push policy
ACME Corp. has a promotion strategy that involves promoting its widgets through personal selling and sales promotion to the wholesalers that handle its products. Which channel promotion policy is ACME using?
recognition test
ACME Corp. is evaluating the effectiveness of a recent campaign by showing selected consumers the actual advertisement and asking whether they recognize it. ACME is probably using which method to evaluate its campaign?
buying allowance
ACME Corp. is running a sales promotion in which it offers to give retailers $1 for each case of widgets purchased during the promotion. This best describes _____.
cash discount
ACME Corp. offers a price discount to encourage prompt payment. Which of the following is it likely to use?
a decrease in total revenue
ACME Corp.'s widgets have elastic demand. If ACME raises the price of widgets, what will be the result?
market share objective
ACME has a pricing objective to increase its primary product's sales relative to total industry sales. This is best describe as a(n) _____.
25%
Assume a retailer purchases a can of premium dog food at $2.25 and adds 75 cents to the cost, making the price $3. What is the markup as a percentage of selling price?
viral marketing
At ACME Corp., managers are using a strategy of trying to get consumers to share the firm's message via a quirky online YouTube video in a way that spreads dramatically and quickly. This is best described as
native advertising
Digital advertising that matches the appearance and purpose of the content in which it is embedded is called
making the presentation
During which step in the personal selling process is listening especially important?
yield management
Firefly Space Shuttles is using a strategy of maximizing revenues by making numerous price changes in response to demand, competitors' prices, or environmental conditions. This is best described as _____.
flighting
Hallmark is using a strategy of running advertisements for set periods of time, alternating with periods in which no ads run. This is best described as
word-of-mouth communication
Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as
TV commercial
Which of the following is NOT a public relations tool?
Promotion lowers prices.
Which of the following is NOT one of the criticisms of promotion cited in your text?
an accounting firm
Which of the following is NOT one of the developers of an advertising campaign?
evaluating competitors' prices
kara Thrace operates a service business that engages in systematically collecting data on brands and prices at competitors' stores. For which stage of the price establishment process would this service be most appropriate?
personal selling
If a company's promotional budget is extremely limited, the firm is likely to rely on Also the promotion methods that is the most precise Is the most important with business-to-business transactions involving the purchase of expensive products?
lower prices
If promotion is used to successfully stimulate demand, the producer should be able to produce and market products in larger quantities and thus reduce per-unit production research and development, overhead, and marketing costs, which can result in _____.
flexible; convenient
In the absence of government controls, pricing is a(n) ____ and ____ way to adjust the marketing mix.
receiver
In the communication process, the _____ is the individual, group, or organization that decodes a coded message
technical salesperson
Josh, who has an engineering degree, gives practical assistance to ACME Corp.'s current customers, advising them on product characteristics and applications, system designs, and installation procedures. Josh is best described as a(n) _____.
tactile communication
Leonard is a salesperson for ACME Motors. He always tries to shake hands with potential new customers and to "seal the deal" when they sign a sales contract. In personal selling, handshaking is an example of
value-conscious
Maria is concerned about both price and quality of a product. Marketers would best describe her as which of the following?
combination compensation plan
Maria receives a fixed salary plus a commission based on sales volume after she sells $20,000 worth of merchandise for her company. Which of the following best describes her compensation?
revenue
Price is a key element in the marketing mix because it relates directly to the generation of total _____.
long-term perspective
Relationship selling differs from traditional personal selling due to its adoption of a _____.
sales territory
Sales force objectives for the entire force are normally stated in terms of all of the following EXCEPT
extra purchasing incentives
Sales promotion can increase sales by providing _____.
prospecting
Salespeople from ACME Corp. are searching for potential customers from company sales records, trade shows, commercial databases, newspaper announcements, public records, telephone directories, trade association directories, and many other sources. This is best described as _____.
encourage product trial
Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _
an increase in total revenue
Spacely Inc.'s sprockets have inelastic demand. If Spacely raises the price of sprockets, what will be the result?
comparison discounting
The Federal Trade Commission has established guidelines for _______: If the higher price against which the comparison is made is the price formerly charged for the product, the seller must have made the previous price available to customers for a reasonable time period.
deceptive pricing
The Federal Trade Commission is investigating ACME Corp. for using misleading price tags at its outlet stores to deceive customers into believing they are getting a bargain on Wile E. branded items. Which of the following does the FTC believe ACME is guilty of?
target audience
The group of people at whom advertisements are aimed is called the
channel capacity
The limit on the volume of information a communications channel can handle effectively is known as
consumer games
To boost sales, ACME Corp. launched a sales promotion effort that required individuals to compete for a free iPad by collecting stickers on the inside of packaging of ACME widgets. This best describes a _____.
be the low-cost seller of the product
To compete effectively on a price basis, a firm should
implement safety programs, inspections, training, and effective quality control procedures
To prevent unfavorable public relations or at least lessen its effect, the first thing a firm should do is _____.
retain loyal customers
Toastie's restaurant is developing a frequent-user program that asks customers to input their phone number each time they order and then rewards them with free drinks or chips after they have spent $50 at the restaurant. This best illustrates the promotional objective of
integrated marketing communications
Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as
advertising; sales promotion.
When a product's target market consists of millions of customers, organizations tend to rely on ______ and ______.
press release; captioned photograph.
Whenever ACME Corp. introduces a new product, it sends out a single page with typewritten copy containing fewer than 300 words and describing a company event or product called a(n) _____ and a photograph with a brief description explaining its contents, called a(n)_______.
objective-and-task approach
Which of the following appropriation techniques is most logical?
trade salespeople
Which of the following are likely to restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers?
uniform geographic pricing
Which of the following charges the same price to all customers regardless of geographic location, and the price is based on average shipping costs for all customers?
comparative advertising
Which of the following contrasts the promoted brand with one or more identified competing brands on the basis of one or more product characteristics?
pioneer advertising
Which of the following focuses on a product category rather than a specific brand?
product placement
Which of the following has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements?
team selling
Which of the following involves the salesperson joining with people from the firm's financial, engineering, and other functional areas
elasticity of demand
Which of the following is NOT one of the factors that influence the assessment of value?
pioneer promotion
Which of the following is NOT one of the four elements of the promotion mix?
public relations
Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders?
building customer loyalty toward the brand
Which of the following is a major advantage of nonprice competition?
pioneer promotion
Which of the following is appropriate for stimulating primary demand?
average variable cost
Which of the following is calculated by dividing the variable costs by the number of units produced?
competition-based pricing
Which of the following is often used by producers of relatively homogeneous products, especially when the target market considers price to be an important purchase consideration?
Free samples
Which of the following is the most expensive sales promotion method
coupons
Which of the following is the most widely used sales promotion technique?
break-even point
Which of the following is the point at which the costs of producing a product equals the revenue made from selling the product?
public relations audit
Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program?
product quality
Which of the following objectives is likely to be more expensive for a firm as the cost of materials and research and development may be greater?
quantity discounts
Which of the following pass on to a business customer the cost savings gained through economies of scale
cost-plus pricing
Which of the following price bases is mostly likely to be used for commercial construction projects or custom made equipment?
status quo
Which of the following pricing objectives can reduce a firm's risks by helping to stabilize demand for its products? status quo
captive pricing
Which of the following pricing strategies sets the basic product in a product line low, but the price on the items required to operate or enhance it are higher?
psychological pricing
Which of the following product-line pricing strategies is NOT generally used for business products?
news release
Which of the following publicity-based public relations tool is most common?
assessing the target market's evaluation of price
Which of the following should be accomplished after developing pricing objectives?
demand curve
Which of the following shows the quantity of products a firm expects to sell at various prices if other factors remain constant
inside salespeople
Which of the following support personnel or take orders, follow up on deliveries, and provide technical information?
push money
Which of the following trade sales promotion methods is appropriate when personal selling is an important part of the marketing effort?
merchandise allowance
Which of the following trade sales promotion methods is best suited to high-volume, high-profit, easily handled products?
when a source uses an emoji that are understood by the receiver
Which of the following types is NOT an example of noise in the communication channel?
approach
Which personal selling process step may involve calling on customers without prior consent?
price skimming
Which pricing strategy provides the most flexible introductory base price?
new-to-market products; expensive products
Word-of-mouth communication is most effective for ____ and _____.
