MODULE 4 GEB1101 STUDY GUIDE

Which of the following is NOT a popular form of sales promotion?

Advertising

_____ is any paid form of nonpersonal presentation by an identified sponsor.

Advertising

The marketing concept

Does all of the above

Which of the following factors can be used to create an atmosphere in a store that sells sports memorabilia?

ALL of the above.

_____ has a group think of as many ways as possible to generate new-product ideas, vary a product, or solve a problem.

Brainstorming

Business products are classified into two categories. Large, expensive items with long life spans are called _____ products, and; smaller, less expensive items with short life spans are called _____ products.

Capital; expense

Which of the following is an example of a social factor that influences the consumer decision-making process?

Family

Which of the following business products would be considered an accessory in the offices of a travel agency?

Filing cabinet

_____ is the number of times an individual is exposed to an ad.

Frequency

There are a lot of talented people. Many singers who have not been discovered are as talented or more so than some of the best-known musical artists. For instance, pricing a musical act at $20,000 when a small community arts center can get just as great an entertainment experience for its audience for $5,000 is an example of:

Prestige pricing

Vegetarians have the upper hand in Mumbai, India, where not eating meat is a centuries-old tradition. In a booming Indian economy, the vegetarians are outnumbering the meat-eaters in many metropolitan areas. In response to this growing vegetarianism (especially among the middle class), franchises like Pizza Hut have created 100 percent vegetarian menus. By eliminating all meat from pizzas, the Indian Pizza Huts have engaged in a _____ strategy.

Product

The _____ is the combination of advertising, personal selling, sales promotion, and public relations used to promote a product.

Promotional mix

The craft store marked skeins of embroidery thread down to a quarter apiece to attract more customers into the store. This was below the store's cost. The skeins of thread was intended to be a _____ to increase store traffic:

Loss leader

Within the distribution channel, retailers and wholesalers are called:

Marketing intermediaries

American Pet Pro purchases pet grooming supplies from various manufacturers, sorts them, and resells them to retailers. American Pet Pro is a(n) _____ wholesaler.

Merchant

Which of the following is an example of in-store retailing?

None of the above.

_____ are distribution channel members that buy finished products from manufacturers and sell them to retailers.

Wholesalers

Which goal are airlines trying to achieve when they use frequent flyer programs, which give customers points that can be redeemed for free travel, rental cars, and other merchandise?

Increase the amount and frequency of use

Ocean Spray first introduced cranberry juice drinks. Then it introduced Cranapple (a cranberry and apple juice mix) also sold under the Ocean Spray brand. This is an example of a:

Line extension

The first step in the selling process is to:

Prospect and qualifying

In which of the following industries are you most likely to find a broker?

Real estate

Integrated marketing communications (IMC):

The approach under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.• IMC calls for recognizing all Touchpoints where the customer may encounter the company, its products, and its brands.• Each brand contact will deliver a message to the audience, the messages must be strong and consistent. (NOT SURE) Advertising, sales promotions, and PR (NOT SURE)

A strategy of charging a high introductory price for a new product that invites eventual competition is called price:

Skimming

In general, when a business is engaged in environmental scanning, it looks at all of the following external forces that might affect it EXCEPT:

Suppliers

Finding a place to live in Mumbai, India, has been getting harder these days for people who are not vegetarians. Vegetarianism is a centuries-old custom among the Indian population, but the requirement is becoming more obvious as non-vegs are being segregated from vegs. A real estate broker in Mumbai who will only rent or sell a home to a vegetarian as defined that group as its:

Target market