MKT300 Final

1. Toys-R-Us is offering a free video game for customers who spend $100 in one store visit. This is an example of which type of sales promotion?

Premium

1. Which of the following market rates was suggested to be the strongest indicator of a successful promotional plan?

Redemption rate

1. Of the following which best exemplifies the concept of displaced sales?

Sales that would have taken place regardless of the sales promotion

1. Also known as undercover marketing, this is an aspect of marketing in which an audience is not aware that they are being marketed to:

Stealth marketing

1. What would the retailer's selling price be, given the retailer's cost is $20, and the retailer's markup on selling price is 50%

· $40

1. Suppose there were 100,000 households with a TV in a city and a particular show had a rating of 5.0 in that city. If it cost $500 for an ad on that show, what would be the CPM?

· $5

1. MKT300 industries sells video games to retailers for$30. Total market demand is 30,000 units. It costs MKT300 industries $20 to make each video game. Markup on the selling price is 33%. The total fixed costs for plant operation is $20,000. How many video games does MKT300 industries need to sell to break even?

· 2,000

In the slides we defined a good-value pricing strategy as a product that has:

· A low price and high quality

1. Regarding television ratings and shares, which of the following is most likely to be true?

· A program's rating is calculated by knowing the percentage of all households with their televisions on at that time tuned to that show

1. For marketing communications to be most effective:

· Advertising messages must be general enough to cover all ages, social classes, and education levels

1. Using the measurement metric response was suggested to be the strongest indicator of a successful promotional plan?

· Air???

1. Which of the following scenarios would most likely result in you keeping your same market share with profit staying low?

· Both our firm and our competitors maintain the same level of promotions

1. Which of the following describes a relationship selling approach instead of a traditional personal selling approach?

· Build a problem-solving environment

1. Pap john's pizza runs an ad that states that they use the freshest ingredients possible while also stating that Domino's pizza freezes many of their ingredients. This best exemplifies:

· Comparative advertising

1. Matching the industry average spending on advertising best describes the:

· Competitive parity method

1. In the communication process, the stage after the message is sent where the analysis and interpretation of the language and symbol sent by the source takes place is best known as:

· Decoding

1. Sales that occur in a private residence/home setting where the transaction takes place face-to-face described as:

· Direct marketing

1. Car dealership might typically run twenty ads the last week of every month to sour sales to help them meet their strategy quotas but run five ads per week in the other weeks of the month. Their advertising scheduling method would best be described by them:

· Flighting

1. Personal selling is not a better promotional strategy than advertising and sales promotion if the products being sold are:

· Frequently purchased

1. Which of the following is the best example of a flexible (variable) pricing strategy:

· In-state students pay lower tuition than out-of-state students

1. Suggesting new uses for a product, describing how a product works, and building company image are example of which type of promotional objective?

· Informative

1. When Samsung recently launched their new phone, it carefully coordinated activities such as media advertising, sales promotion, public, and packaging in order to produce a consistent, unified, customer-focused message. Samsung was practicing:

· Integrated marketing communications

1. Geographic location and customer profiles were examples of which type of factor that affect channel choice?

· Market

1. The store factors of its layout, design, spacing, crowding, and appeal to the senses collectively best describes the store's:

· Market orientation

1. The best example of internal factor of price would be:

· Marketing objectives

1. Of the following, which is not characterized as a logical function of the distribution channel?

· Negotiating

1. Leader pricing attempts to:

· Price product at odd numbered amount to stimulate demand

1. Of the following, which element of the promotional mix offers the least control over its message content?

· Public relations

1. Of the following, which is least accurate about using a Recency-Frequency-Monetary (RFM) CRM analysis?

· RFM identifies how recently and frequently customers need to see an advertisement to make an impact on their behavior.

1. Which of the following about the AIDA model is most accurate?

· Sales promotions are best at creating desire and action

1. Which of the following is most likely to be true:

· Sales promotions impact behavior

1. Pricing your product to maximize your market share is best-described as a:

· Sales-oriented pricing technique

1. A company chooses multiple retailers to sell their products, but not all retailers that carry this type of product carries this brand. This is an example of:

· Selective distribution.

1. Carrying well-known brand names that are more expensive than the average brands the store carries so that consumers see a greater price difference between the competing products is one example of:

· Selling against the brand

1. If one's reference price for a year of college tuition is $11,000, then a college charging a significantly lower rate $2,500 per year for tuition is best described as using a:

· Skimming pricing strategy

1. An advertisement for a regular occurrence such as someone drinking a glass of orange juice in the morning would best be described as which type of message execution?

· Slice-of-life

1. If a price increase for the first product result in an increase in the second product's sales, the two products are said to be:

· Substitutes

1. Marginal analysis contends that we should continue to increase advertising spending if:

· The increase cost is less than the incremental marginal return

1. With respect to advertising expenditures and market share which of the following is least likely to be true?

· The relationship between ad expenditures and sales is best described as linear.

1. In considering long-term allocations of promotional dollars, where is the most money spent?

· Trade promotions.

1. A skimming pricing strategy tends to be most effective:

· When demand is relatively inelastic