Marketing Final (Chapters 16-19)

Advertising, personal selling, sales promotion, and public relations are called A) promotion mix ingredients B) marketing mix components C) characteristics of a product D) advertising tools E) non-personal communication

A

At a breakeven point A) the money a company brings in from selling products equals the amount spent producing the products B) the total fixed costs are exactly equal to the variable costs C) profits are exactly equal to the difference between revenue and total variable costs D) the marginal revenue of a product is exactly equal to the marginal costs of producing one more unit E) the marginal cost curve and the average cost curve will be identical for a particular product

A

For most consumers, there is an assumed relationship between A) price and quality B) value and cost C) internal and external reference prices D) value and price consciousness E) prestige prices and values

A

In recent years the proportion of promotional dollars spent on sales promotion has A) increased relative to advertising B) remained constant C) declined slightly, and the proportion spent on advertising has increased D) declined slightly, and the proportion spent on advertising has declined as well E) increased, and the proportion spent on advertising has risen as well

A

Anna works for a promotional consultant who develops sweepstakes, games, coupons, and rebate plans for various marketers. Anna is developing which of the following? A) advertising techniques B) sales promotion techniques C) publicity examples D) personal selling techniques E) direct marketing techniques

B

For most products, a ___ relationship exists between the price of a particular product and the quantity demanded. A) inelastic B) inverse C) positive D) unknown E) elastic

B

Isabella is a product manager for The Container Store, a retailer of plastic bins and other storage containers. Sales have been declining in the past nine months and her management team is pressuring her to compete based on price discounts. However, Isabella is aware of the dangers associated with engaging in price competition. She knows that competitors can also change prices quickly and aggressively, which can result in a ___ that will be harmful to both companies. A) reduction in cost B) price war C) competitive game D) industry collapse E) advertising battle

B

Mars Petcare is one of the world's largest pet food manufacturers. If the strategic goal for Mars Petcare is the coming year was to ___ in North America, it should use temporary price reductions. A) increase the number of competitors B) gain market share C) decrease volume sold D) increase revenue per item E) decrease the number of competitors

B

Price is considered to be the variable in the marketing mix that is A) least flexible B) most flexible C) most difficult D) first to be decided E) last to be decided

B

Sales force objectives are generally established for A) the organization as a whole B) the total sales force and for each salesperson C) just each salesperson but not the whole sales force D) for each department or division of the company E) long term but not short term personnel

B

Steve is aware of the growth in digital media advertising, particularly to certain target markets. The use of advertising on digital devices can alienate young consumers. Steve has uncovered recent research stating that young consumers are more likely to be receptive to advertising appearing on their digital devices if the source is ___;___ has been given, and the messages are ___. A) known; a coupon; exciting B) trusted; permission; relevant or entertaining C) liked; permission; has a monetary benefit D) trusted; a discount; exciting E) known; a discount; humorous

B

The Palasi Candy Company is a small business located in the northeastern United States. The owner of Palasi Candy is calculating the projected costs for the coming year. There is rent for the building, salaries for the retail employees, raw materials of sugar, chocolate, and other ingredients, wrappers for packaging of individual pieces of candy, boxes, and radio advertising. Palasi's ___ are most likely to be the raw materials of sugar, chocolate, and other ingredients, as well as the wrappers. A) sunk costs B) variable costs C) direct costs D) fixed costs E) marginal costs

B

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines A) communication B) integrated marketing communications C) tactile communication D) kinesic communication E) proxemic

B

The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of A) chief executive officer B) salespeople C) sales managers D) quality control experts E) marketing directors

B

Which of the following are personal information exchanges of communication that customers share with one another about products, brands, and companies? A) Guerilla communication B) Word-of-mouth communication C) Buzz marketing D) Viral marketing E) Conversational promotion

B

A major disadvantage of personal selling is that it A) isn't remembered as well by consumers as advertising message are B) cannot easily adjust the message to satisfy a customer's information needs C) is very expensive per contact D) does not provide immediate feedback E) isn't compatible with other promotional activities

C

Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in advertisements. The identification and organization of these selling points is called the A) advertising appropriation B) objective-and-task approach C) advertising platform D) advertising objective E) advertising budget

C

Customer density and distribution are important factors in A) prospecting B) motivating sales people C) creating sales territories D) compensating salespeople E) establishing sales force objectives

C

Ralph Lauren is planning a promotion where it will showcase all of its clothing lines to buyers at retail stores. It also plans to develop a direct marketing campaign that will use social media to introduce its new seasonal styles. Ralph Lauren is using ___ with the retail showcase and ___ with the social media campaign. A) a pull policy; a push policy B) personal selling; a pull policy C) a push policy; a pull policy D) guerrilla marketing; a push policy E) publicity; a push policy

C

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a A) target audience goal B) advertising platform C) percent-of-sales approach D) advertising objective E) media plan goal

C

The cost of ____ is usually substantially lower than the cost of ____. A) stimulating primary demand; stimulating selective demand B) identifying prospects; encouraging product trail C) retaining existing customers; acquiring new customers D) comparative advertising; pioneer promotion E) personal selling; public relations

C

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 A) reach B) repetition C) frequency D) targeting E) exposure

C

The owner of Big Bike Motorcycles is opening a new retail location. Which of the following is most likely to be a fixed cost for Big Bike Motorcycles? A) Retail personnel salaries B) Advertising on Facebook C) Building rent D) Electricity E) Transportation of sold bikes

C

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of A) frequency B) exposure C) reach D) targeting E) push

C

What equation shows organizations the relationship between price and profit? A) Total Variable Costs + Total Fixed Costs = Sales - Profit B) Price = Profit per Item x Number of Units Sold C) (Price x Quantity Sold) - Total Costs = Profits D) (Price-Profits) x Total Costs = Sales E) Total Costs = (Price x Quantity Sold) - Profits

C

When a company promotes its position on a public issue, that is specifically referred to as ___ advertising. A) institutional B) product C) advocacy D) issue E) competitive

C

Which of the following lists forms of competitive advertising? A) pioneer, comparative, reminder B) reminder, repetitive, reinforcement C) comparative, reminder, reinforcement D) institutional, product, comparative E) product, pioneer, reminder

C

Heinz uses various techniques such as coupons, free samples, and consumer contests to encourage customers to try its products. All of these marketing activities are considered A) consumer incentives B) trade promotion methods C) buying allowances D) consumer sales promotion methods E) consumer sweepstakes

D

The three general types of media schedules are A) pulsing, beating, and continuous B) short, medium, and long-term C) morning, afternoon, and evening D) pulsing, continuous, and flighting E) light, heavy, and alternating

D

When encoding the message, the source should use signs that have A) new and exciting meanings B) different meanings to different people C) contemporary jargon D) meanings that the target market will understand E) broad interpretations

D

___is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders. A) Advertising B) Selling C) A press strategy D) Public relations E) Publicity

D

Anything that reduces the accuracy and clarity of communication is called A) distraction B) feedback C) interference D) discordance E) noise

E

Communication through the use of brochures, annual reports, event sponsorships, and news stories is referred to as A) advertising B) personal selling C) sales promotion D) publicity E) public relations

E

Company sales records, commercial databases, newspaper announcements, telephone directories, and public records are all sources used for A) surveying B) screening C) researching D) pre-approaching E) prospecting

E

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ___ approach. A) objective-and-task B) percent-of-sales C) industry-standard D) arbitrary E) competition-matching

E

In establishing sales promotion objectives, a marketer should always A) concentrate on activities that will increase consumer demand B) focus on consumers C) focus on resellers D) be defensive in the methods they use E) align objectives with the organization's overall objectives

E

Price is A) money paid in a transaction B) not important to buyers C) of limited interest to sellers D) the most inflexible marketing mix variable E) the value that is exchanged for products in a marketing transaction

E

The ___ stage of the personal selling process is when the salesperson asks the prospect to buy the product. A) trial close B) proposal C) overcoming objectives D) approach E) closing

E

The salesperson must attract and hold the prospect's attention, stimulate interest, and spark a desire for the product during the A) prospecting B) pre-approach C) follow up D) approach E) sales presentation

E

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using A) promotion B) integrated marketing communications C) charity marketing D) charitable promotion E) cause-related marketing

E