QUIZ 17,18,19

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Fixed costs vary with the number of units produced or sold. a. True b. False

FALSE

Individuals compete for prizes based on analytical or creative skill in _____, while they compete solely on chance in ______. a. consumer games; consumer contests b. consumer contests; consumer games c. consumer games; consumer sweepstakes d. consumer contests; consumer sweepstakes e. consumer sweepstakes; consumer games

consumer contests; consumer games

Hunts uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered a. consumer sales promotion methods. b. buying allowances. c. consumer incentives. d. consumer sweepstakes. e. trade sales promotion methods.

consumer sales promotion methods

Decisions regarding sales promotion do not affect advertising decisions. a. True b. False

false

Elastic demand is usually a result of the lack of substitute products. a. True b. False

false

Organizational goals have little to do with pricing decisions. a. True b. False

false

To maintain market share and revenue in an increasingly price-sensitive market, companies have focused on quality, used labor-saving technologies, and used efficient manufacturing processes. These tactics have provided gains in productivity that have translated into ____ for the consumer. a. higher costs for the company and lower prices b. lower costs for the company and higher prices c. no change in the costs for either the company or d. higher costs for the company and higher prices e. lower costs for the company and lower prices

lower costs for the company and lower prices

The primary disadvantage of using ______ is that they may have a low response rate and thus a limited impact on sales. a. rebates b. coupons c. money refunds d. premiums e. cents-off offers

money refunds

The greatest benefit of using event sponsorship is that it a. can provide large amounts of free media coverage. b. is cost-free. c. provides excellent support for advertisements. d. enhances personal selling efforts. e. neutralizes the effects of unfavorable public relations.

Can provide large amounts of free media coverage

In unaided recall testing, respondents are shown the actual advertisement and are asked whether they recognize it. a. True b. False

FALSE

Marketers have more difficulty adjusting their prices than they do any other marketing mix variable. a. True b. False

FALSE

Predatory pricing involves having the ability to set prices so excessively high that only the highest income consumers can afford them. ​ a. True b. False

FALSE

Public relations, unlike advertising, is not particularly useful for promoting an organization's image. a. True b. False

FALSE

Publicity is usually very costly financially for a firm because the firm needs to spend money convincing the media to promote their newsworthy events. a. True b. False

FALSE

Relative to the cost of advertising, the cost of publicity is high. a. True b. False

FALSE

The preapproach is the first step in the personal selling process. a. True b. False

FALSE

Brand uniqueness is not important in nonprice competition. a. True b. False

False

A marketer that wanted to include detailed information in advertisements would most likely use a. radio. b. outdoor displays. c. mass transit. d. television. e. magazines.

MAGAZINES

Which of the following is NOT a public relations tool? a. Feature article b. News release c. Annual report d. Product sample e. Company magazine

PRODUCT SAMPLE

If a company calls a meeting to announce a major news event, this is known as a a. press conference. b. public service announcement. c. media call. d. press release. e. news release.

Press conference

If a company provides price differentials that harm competition by giving one or more buyers a competitive advantage, it is committing a. price fixing. b. price incrimination. c. price-consciousness. d. price discrimination. e. price competition.

Price discrimination

Matheus and Jen are discussing the media plan for the opening of their new bar/laundromat called Harvey Washbangers. He tells her that while he agrees that ____ has a tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists. a. online b. outdoor c. newspaper d. direct mail e. television

TELEVISION

A customer looking for the lowest price on a mattress without concern for the quality of the mattress or the status gained by buying and using a certain brand is a price-conscious customer. a. True b. False

TRUE

Advertising is paid nonpersonal communication transmitted through mass media. a. True b. False

TRUE

Comparative advertisements mention the actual names of competing brands. a. True b. False

TRUE

In setting price, it is wise to analyze competitors' prices. a. True b. False

TRUE

The choice of media influences the content and form of the message. a. True b. False

TRUE

​To avoid the appearance of price fixing, marketers must develop independent pricing policies and set prices in ways that do not even hint at collusion. a. True b. False

TRUE

Price is the value that is exchanged for products in a marketing transaction. a. True b. False

True

Reminder advertising is not applicable to new products. a. True b. False

True

Sara buys a new dress at Marshalls that has a price tag with "Compare at $150.00. Our Price $89.99." This is an example of the use of a. seasonal discounts. b.cumulative discounts. c. base-point pricing. d. an external reference price. e. internal referencing.

an external reference price

The ____ stage of the personal selling process is when the salesperson asks the prospect to buy the product. a. proposal b. overcoming objections c. trial d. approach e. closing

closing

Following up involves listening to a customer's response after finishing the presentation and overcoming those objections. a. True b. False

false

One objective of consumer sales promotion techniques is to encourage patronage for a specific retail store. a. True b. False

false

Small and medium-sized firms never use advertising agencies to produce campaigns for them. a. True b. False

false

Which of the following is the most expensive sales promotion method? a. Rebates b. Free samples c. Premiums d. Coupons e. Demonstrations

free samples

A price developed in the consumer's mind through experience with the product is called a(n) a. frame of reference. b. internal reference price. c. external reference price. d. internalized price. e. value-price guideline.

internal reference price

Catherine is out shopping with her friends for the day. While evaluating a decision to purchase a handbag, she says, "People notice when you buy the most expensive brand of a product." Catherine is most likely a _____ consumer. a. price-conscious b. prestige-sensitive c. quality-conscious d. value-conscious

prestige-sensitive

A feature article is longer than a news release and is written for a particular publication. TRUE/ FALSE

true

In the cold canvass technique, the salesperson calls on potential customers without their prior consent. a. True b. False

true

Personal selling is generally the most expensive element in the promotion mix. a. True b. False

true

Sales promotion activities are generally used in conjunction with other promotional efforts. a. True b. False

true

The focus of personal selling is shifting from selling a specific product to building long-term relationships with customers by finding solutions to their needs, problems, and challenges. a. True b. False

true

The most effective sales promotion efforts are highly interrelated with other promotional activities. a. True b. False

true

Two major categories of sales promotion methods are consumer and trade. a. True b. False

true


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