marketing exam #3

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

Informative Advertising

Using the AIDA model, an effective marketing message should get attention, hold interest, __________, and obtain action

arouse desire

Excel Enterprises uses a web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain __________ in design and tone.

consistency

when different types of retailers sell the same products at the same prices to the same customers, thanks in part to the price transparency of the internet, the retail forms appear to be __________

converging

Today's retailers increasingly adopt environmentally sustainable practices. Which of the following is not one of these practices?

cutting back on recycling programs

which of the following is a major step in selecting advertising meida?

determining reach, frequency, and impact

shifting away from mass marketing, marketers are developing ________ which are designed to build relationships with customers in more narrowly defined micromarkets

focused marketing programs

which of the following statements is most likely true regarding the objective-and-task method of budget setting?

it forces management to spell out its assumptions about the relationship between the money spent and promotion results

In addition to segmenting and targeting the correct market, which of the following is NOT an area in which marketers must make decisions?

manufacturing schedules

Whizz Corp. wishes to introduce a new hybrid care into mature markets in developed countries with the goal of gaining mass-market share quickly. Which of the following pricing strategies would help the firm meet its goal?

market-penetration pricing

_______ management calls for selecting, managing, and motivating individual channel members and evaluating their performance over time

marketing channel

which of the following is not one of a wholesalers channel functions?

off-price retailing

_______ creates a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping

omni-channel retailing

the first step in creating effective advertising messages is ___________

planning a message strategy

If a large retailer sold numerous items below cost with the intention of pushing small competitors and gaining higher long-run profits by putting those competitors out of business, the retailer would be guilty of _________

predatory pricing

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.

press relations

which of the following is true of vertical marketing systems?

producers, wholesalers, and retailers act as a unified system

Go Zone plans to introduce four tablet models over the next year. These models range from basic readers at $99 per unit, to more sophisticated tablets at $399 per unit. The more features a model has, the more expensive it is. What pricing strategy is Tone Zone using for its range of tablets?

product line pricing

Which of the following is a price adjustment strategy that considers how a customer's perception of a product is influenced by its price?

psychological pricing

a message showing a products quality, economy, value, or performance is an example of a(n) _____ appeal

rational

which of the following is a major element of developing an advertising strategy?

selecting advertising media

for which of the following products would the intensive distribution strategy most likely be used?

soft drinks

Producing a product or service and making it available to buyers requires building relationships not only with customers but also with key suppliers and resellers in the company's _____________

supply chain

Major logistics functions are logistics information management, inventory management, transportation, and ____________________

warehousing

Under which type of geographic pricing strategy does each customer take responsibility for the freight charges for the product from the factory to its destination?

FOB-orgin pricing