Marketing Quiz Questions

The total amount of money a marketer allocates for advertising for a specific time period is the:

Advertising Appropriation

You are a brand manager for a major retailer, and you just completed developing a series of advertisements with the help of your outside ad agency. You are excited about the ads and you are anxious to get the marketing vice president's opinion of the ads. Unfortunately, the vice president does not believe the ads will be effective. She wants you to do some type of effectiveness evaluation of the ads before the company spends a lot of money running them. ​Which of the following evaluation techniques should you use?​

Consumer Jury

Measuring effectiveness during a campaign is usually accomplished by using:

Inquiries

If an organization sets prices to recover research and development expenses and establish a premium quality image for its product, it would be using a ____ pricing objective.

Product quality

The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also mentions its history as an established brand. The ad also mentions Crest's advantages and benefits. Crest's advertising would be classified as:

Reminder

If a product is priced based on how many or how few people want it at a particular time and place, ____ pricing is being used.

demand-based

After compiling a list of potential customers, a salesperson must

evaluate whether each prospect is able, willing, and authorized to buy the product.

Competitors' prices, along with the marketing variables they emphasize, are determining factors in

how important price will be to customers.

Information about competitors' prices ​

is often a closely guarded secret.

Personal selling goals include finding prospects, convincing prospects to buy, and

keeping customers satisfied.

Brian is responsible for the promotions and public relations of his firm, which produces rubber tires. A recent development in technology may change the way in which the rubber for tires is produced, allowing it to be sourced from the roots of dandelion plants. Brian would like to have a story run on the evening news or in the local newspaper about this development, but he knows that this story is likely to be rejected by media personnel because the material is

not newsworthy

When an organization sets a number of prices for selected groups of merchandise, this is commonly referred to as

price-lining

Reference pricing is

pricing a product at a moderate level and positioning it next to a more expensive model or brand.

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising.

reinforcement

The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of

salespeople

Reinforcement advertising is primarily targeted at

the current users of a particular product.

Any marketing tactic used to stimulate wholesalers and retailers to carry a producer's products and market those products more aggressively is a

trade sales promotion method.

​Jenny is making a sales presentation to a retailer that may be willing to carry her line of soaps. During the presentation, she will handle any objections as they are made. This is because when she anticipated and countered potential objections in prior presentations, she found that she

​raised objections that the prospect would not have had.

You are a brand manager for a large chain of grocery stores. You have been working overtime for the last two weeks to prepare for your pricing objectives meeting with the head of sales and marketing. You walk into the meeting with a high degree of confidence in the strategy that you have for setting the pricing objectives for your brand category for the upcoming year. You are speechless when the marketing head tells you that no changes in the pricing objectives will be made for your brand category. He says he believes it is most prudent to leave the existing pricing objectives as they are for the upcoming year. Which of the following statements is the best explanation for the marketing head's decision to leave the existing pricing objectives in place with no change?

A status quo pricing objective can reduce a firm's risks by helping stabilize demand for its products.

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads are run is known as

Flighting

The final stage of the selling process is

Follow-up

Mary Ellen works at Hershey in the marketing department. Recently, Hershey developed a new chocolate bar that the company is excited about. Mary Ellen​'s job is to try to increase awareness of the product, get people to try it, and obtain desirable distribution at retail stores. Which consumer sales promotion method should Mary Ellen select based on these criteria?

Free samples

​Vicky is hiring sales representatives for her insurance company. As she tries to attract and retain top-quality salespeople, which of the following is least likely to affect the decisions of potential hires?

How expensive the insurance plans being sold are

Which of the following statements is true about sales promotion?

It can increase sales by providing extra purchasing incentives.

Monroe works for NASCAR where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Monroe is most likely employed in:

Public Relations

The Toyota Motor Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages. Toyota will likely advertise its vehicle, the Venza, on TV, on its website, in major national magazines, and through Facebook. It is possible that the ads could focus on the features of the Venza and its most likely competitor, the Ford Edge. Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad, while mentioning only the Toyota brand and its company's strengths. Finally, Toyota will probably continue to advertise updates of its cash cow brands, the Camry and the hybrid versions of its SUVs. Advertisements such as the one proposed above for the Camry and hybrid SUVs are most likely an example of:

Reminder Advertising

When Mia and Shane are planning their honeymoon, their travel agent tells them that if they buy a special package, their trip to Paris will include meals, tickets to the theater, and a rental car in addition to airfare and a hotel. This is an example of the use of

bundle pricing

Jake, a sales representative, is returning from a week on the road. One of his activities this week is to develop ____, which are designed to identify the customers called on and to present detailed information about interaction with those clients.

call reports

Lexmark sells some of its color printers for about $100, but the refill cartridges cost over $30 each. Lexmark's pricing strategy would be best labeled as

captive pricing

Services that are performed by lawyers, dentists, or doctors are typically priced using ____; sometimes these prices are not based on the amount of time that is spent in each situation, but are based on a flat fee regardless of the difficulty involved.

professional pricing