Marketing II Second Nine Week's Exam Study Guide
What percentage of consumers are reached through radio each week?
113 percent
Determine a product's equilibrium price by examining the following table:
12.00
Which of the following are reasons to build a company website?
All of the Above
What do the letters in the AIDA model, an acronym to describe the common events needed for successful stand for?
Attention, interest, desire, action
The number of people a print medium reaches is known as which of the following?
Circulation
Which artistic aspect of display is critical as it can emotionally engage a customer to make a purchase decision?
Color
Advertising media are channels of
Communication
What does the law of diminishing marginal utility state?
Consumers will buy only a certain amount of a product even though its price is low
Which of the following is an example of product promotion?
Coupon for the purchase of Ritz crackers
What are seasonal discounts?
Discounts offered to encourage buyers to buy earlier than what current demand requires
What is the purpose of the illustration in an ad?
Encourage the customer to take action
Which of the following is a demographic characteristic?
Ethnicity
What is the first section of a marketing plan?
Executive Summary
HDTV stands for which of the following?
High Definition Television
What type of consumer promotion is an art contest run by a cereal company that is offering a trip to Disneyland for the winner?
Incentives
Promotion is any form of communication a business or organization uses to do which of the following?
Inform, persuade, or remind people about products or services
Which of the following is a characteristic of advertising?
It costs money (must be paid for)
What usually happens to the demand for a good or service when the price increases?
It decreases
How does promotion benefit consumers?
It educates them
Which of the following are also known as interactive point-of-sale stations?
Kiosks
In written publications, false communication aimed at injuring an individual's reputation is called which of the following?
Libel
According to the textbook, what is the one artistic aspect of a display that is most dependent on contrast and that can "make or break" the display?
Lighting
What type of print media provides the longest lifespan for an advertisement?
Magazine
You live in a neighborhood outside of the city, with a population of 10,000 people. You are trying to order cable service wnd you realize there is only one cable provider in your area. This is an example a(n)
Monopoly
What type of print medium provides a very limited life span for an advertisement?
Newpaper
Businesses that advertise in newspapers can target their ads to people with particular interests or to those living in a particular region. Why can businesses do this targeting?
Newpaper distribution is known
What words, used in a headline, attract most readers' attention?
Now, price, new
Which of the following is a psychographic characteristic?
Opinions
Sellers must carefully set prices so that buyers feel they are receiving _____ value for their money
Optimum
Which pricing strategy sets prices lower than those of the competition?
Penetration
What is a special price discount that is given as an incentive to wholesalers and retailers?
Promotional Allowance
A company sponsors an advertisement on local television, highlighting the importance of parents reading to their children This is an example of what type of institutional promotion?
Public- service
The business often has the least control over which type of promotion?
Publicity
With what do many customers associate price?
Quality
Which of the following has the lowest advertising cost?
Radio
An elaborate display of utensils and various pans needed for cooking a Thanksgiving meal would be what type of display?
Rated- Merchandise Display
Score Sporting Goods always has a display with manequins engaged in actual, season-appropriate sports.
Realistic
Which of the following can companies do in the case of declining profit margins instead of passing the extra costs to customers?
Reduce the size of the product instead of increasing the price
Which type of online advertisement uses elaborate elements such as drop-down boxes, sounds on mouse over, and small games?
Rich media
Which government regulation strengthened provisions of the Clayton Act?
Robinson-patman act
The Green Place is a gift store selling items that are compatible with ecological issues. Chris coordinates all of the marketing activities of The Green Place so that the store projects the right image to its customers. What is Chris directly involved in?
Sales Promotion
Which pricing strategy sets prices higher than those of the competition?
Skimming
Which of the following are the leading advertising vehicle on the Internet today?
Sponsorships
The population a company focuses marketing efforts toward is known as which of the following?
Target market
What is one of the most important considerations in direct mail advertising?
The accuracy of the mailing list
The promotional mix is the set of tools business utilizes to effectively communicate which of the following to customers?
The benefits of products and services
How much a customer is willing to pay for a product depends partly on the consumer's opinion of the product's
Value
A marketing outlet that obtains goods in large quantities from the manufacturer and resells them to an industrial user is called a_______.
Wholesaler
Which printed medium is most famliar to 99 percent of American adults?
Yellow Pages directory
Which of following is example of institutional promotion?
a company's donation of blankets to the homeless
The idea of prestige pricing suggests which of the following?
a higher price suggests higher quality
Jack's General Store has advertised a big sale on toasters. When Wendy goes to the store to buy a toaster, the salesperson tells her they are sold out and offers to sell her a higher priced toaster oven. This is a n example of an illegal practice known as
bait-and-switch advertising.
When a business has made enough money to pay its costs and begin to make a profit, it has reached its
break-even point
The national economy is always changing. These ups and downs in economic activity are known as
business cycles
The reasons that cause people to purchase products are called
buying motives
What is the purpose of a headline in an ad?
capture the readers' attention and entice them to read the ad copy.
A shoe store owner wants to create a display that emphasizes the comfort and freedom of movement of certain shoes. To create this effect, a visual merchandiser should integrate what type of lines into the display?
curved
Outward Bound is selling a backpack together with a pair of hiking boots at one-third off their regular combined price. What type of promotion is this?
deal
Negative publicity may lead to which of the following?
decrease of community trust
Some business expenses are classified as fixed costs because they
don't change when sales go up or down
The Sherman Antitrust Act of 1890 did which of the following?
eliminated price fixing
With what group is direct-mail advertising most effective?
existing customers
Rent, equipment, salaries, and maintenance are expenses knows as _______ costs
fixed
A display of CDs by a popular Alternative band was not attracting much attention in a music store. The CDs were overshadowed by a large, flat-screen monitor playing the band's music video. What did the display lack?
focal point
An advertisement for nutritional supplements features a man with physique. What criticism of promotion might this illustrate?
it can be deceptive
How does promotion help the economy grow?
it creates jobs
Which of the following is NOT an advantage of advertising?
it is expensive
A basic published or advertised price, often subject to discount, describes which of the following?
list price
What is a firm's percentage of the total sales volume generated by all competitors in a given market?
market share
It costs a publishing company $8 to produce a paperback book. The company sells each paperback it produces for $9.99. The $1.99 difference is known as
markup.
In what product life-cycle stage is a product in when a product's marketers are looking for new market segments?
maturity
"When life hands you lemons, make lemonade," is an example of which of the following?
metaphor
Where are Point-of-sale displays located?
near a cash register
What is the amount of money for which an item sells in the competitive marketplace?
price
When a customer asks, "How much will I pay?" He or she is making the_______ decision.
price
Which function of marketing determines how much gross profit a business will make on a good or service?
pricing
Newspapers and magazines are categorized as _______ media.
Offering coupons to entice customers to try a product at a discounted price is an example of
promotion
What is the most temporary pricing strategy?
promotional
What type of pricing strategy is everyday low pricing?
psychological pricing
Which of the following is defined as the unpaid communication techniques designed to gain public interest?
publicity
When do companies begin to make a profit?
purchasing when the break-even point is reached
What is the media form that reaches 96 percent of all people over the age of 11?
radio
A characteristic of effective promotion is that it should be______to the intended audience.
relevant
What is the type of promotion purchase, and can be that involves used with wholesalers, short-term activities, offers retailers, and consumers?
sales promotion
A stationery and gift store has a sale on July 5th of all small American flags and of red, white, and blue paper goods. Customers are given 50 percent off the price. What type of discount is this?
seasonal discount
Which of the following describes a press release?
short, written form of communication issued to newspapers
What is an ad layout?
sketch showing a general arrangement of ad
The way in which the promotional message is communicated should be
suited to the product.
What are the two basic aspects of advertising?
the message and the medium
What part of the store layout includes the aisles?
the selling space
What law prohibits companies from selling products at very low prices?
unfair Trade Practices Law
Materials, packaging, and advertising are expenses known as ______ costs
variable
Companies rely on which form of communication to inform people about their products and services?
word of mouth
