Marketing final exam Practice

Which of the following is the best example of puffery

"You have tried the rest, now try the best

Personal selling is an especially important part of IMC in:

Business to Business marketing

The _________ is the primary federal agency regulating television, radio, and other electronic advertising.

FCC

Which of the following is an example of a manufacturer that uses an exclusive distribution strategy?

John Deere

Supercenters have become the fastest growing retail category by combining broad assortments of groceries and general merchandise products. __________________ dominates this category with more than 80 percent of the supercenters int he US.

Walmart

Often advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver:

a consistent and compelling message

Generally, when advertising to consumers, the objective of an advertising campaign is:

a pull strategy - to get the product into stores by having consumers demand it

The selling proposition communicated by advertising needs to be: -supportive of repetition -all of these -meaningful to the consumer -unique to the brand

all of these

Value-based pricing methods include approaches to setting prices that focus on the overall value of the product offering:

as perceived by the consumer

The AIDA model explains how marketing communications work to influence consumer's buy behavior. What do the letters AIDA stand for, in the correct order?

attention, interest, desire, action

For retailers, promotion refers to:

both their in-store environment and mass media communication

The basic goal of integrated marketing communications is to:

communicate the value proposition to the target market

Firms using a _________________ pricing method set their prices to what other firms are charging.

competitor-based

Wholesalers sell to all the following EXCEPT: -consumers -manufacturers -businesses -retailers

consumer

For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers use a ______________________ advertising schedule.

continuous

Ben owns a lawn care business. From experience, Ben has found that John Deere equipment lasts almost twice as long as competitors' machines. For John Deere, Ben's perception about its products makes ____________________________ pricing possible.

cost of ownership

"Buy one, get one free" is a ___________ sales promotion.

deal

A weakness associated with cost-based pricing methods is that they:

do not recognize the role that consumers or competitor's prices play in the marketplace

Dan is especially price sensitive. He has been known to line up on "Black Friday" (for the day after Thanksgiving sales) at midnight in order to be the first person to buy the sale items. Dan would likely respond to a _______________ pricing strategy.

high/low

Each generation of cell phones has provided greater clarity, range, and multi-functionality. Marketers of cell phones can use these upgrades in __________________ pricing.

improvement value

Some companies want to get their products into as many outlets as possible, understanding that the more exposure a product gets, the higher quantity it will sell. If this is consistent with the company's overall strategy, it will choose ________________________ distribution.

intensive

Compared to mass media advertising, a key advantage of direct marketing is:

it allows for personalization of the message

Supermarkets often offer great deals on milk, beef, or eggs to get customers into their stores, knowing that many customers will also purchase items that have higher makeups for the store. The supermarkets are using a _________________ pricing tactic.

leader or loss leader

With a _________________________ pricing strategy, marketers set a low initial price for the introduction of a new product or service in order to gain market share quickly.

market penetration

Retailing is where marketing

meets the consumer

___________________ is the term used to describe the situation when retailers use some combination of stores, catalogs, and the Internet to sell merchandise.

multichannel retailing

Because of the way __________________ buy merchandise, customers can never be confident that the same merchandise will be in stock each time they visit the store.

off-price retailers

Sales promotions include all of the following EXCEPT: -free samples -online ads -point-of-purchase displays -coupons

online ads

Personal selling is particularly important for retailers selling:

products that are complicated or expensive

Integrated marketing communications represents the ___________________ P in the four P's of a firm's marketing mix.

promotion

A _________________ is an advertisement that focuses on public welfare issues.

public service announcement

Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering their product. Anne's is using a ________________ strategy.

push

When Apple Computer Company introduced the first iPhone in 2007, it was prices at $499, which was considerably higher than cell phones or the iPod. Apple was probably pursuing a __________________ new product pricing strategy.

skimming

The ______________________ means that consumers need multiple exposures to a particular marketing communication before they respond to the message.

the Lagged Effect

Because market and operating conditions are different in each target market:

the choice of a pricing strategy is specific to the target market

Reaching the right audience with marketing communication is becoming more difficult because:

the media environment has become more complicated

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and:

the number of impressions

All advertising messages are designed:

to inform, persuade, or remind customers

During the marketing communication process, an advertising agency encodes the marketing message for Home Depot by creating a print media ad. In this case, the advertising agency is acting as the:

transmitter

Knowing what customers expect is essential for effective marketing. Retailers need to know which manufacturers their consumers prefer, while manufacturers need to know:

where their target customers expect to find their products