Mktg 351

Tensile pricing

"up to 65 percent off"

Allowance

A concession in price in business markets to achieve a desired goal

Communications audit

A content analysis of an organizations messages, readability studies, and readership surveys are all tools used to conduct a

Environmental monitoring

A firm can identify changes in public opinion that affect it by conducting

Dealer loader

A gift to a retailer who purchases a specified quantity of merchandise

Not newsworthy

A major reason why a substantial amount of publicity material is rejected by media personnel is that the material is

The initial demand is highly inelastic

A price skimming strategy assumes

Dealer listing

A television advertisement for Miracle Gro lawn fertilizer indicates that the product is available at Kmart and Walmart. This form of sales promotion is

Buying allowance

A temporary price reduction to resellers for purchasing specified quantities of a product

Convenience goods

Advertising appropriations are largest for which type of product?

Pioneer

Advertising that focuses on stimulating demand for a product category is called

Coordinating sales promotion efforts

All of the following are key areas of sales force management except

Competitive products lack

An advertising platform should consists of issues that are important to consumers. Selling features should be important to consumers and should be features that

Cooperative advertising

An arrangement in which a manufacturer pays a certain amount a retailers media costs for advertising that manufacturers products

Missionary salesperson

Assisting the producers customers in selling to those customers is the major purpose of which type of salesperson

Deceptive pricing

Both the Federal Trade Commission Act and the Wheeler Lea Act prohibit

Identify prospects

Bowflex uses infommercials to demonstrate its fitness products and encourage to call and receive a free video with more information about its products. This promotional effort is directed at

Brands that are attempting to compete with market leaders

Brands that are promoted through comparative advertising are most likely to be

Promotion

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

Used when costs and revenues are secondary to competitors prices

Competition based pricing is

Facilitate reseller support

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

Selective demand

Demand for a particular brand

Primary demand

Demand for a product category

Personal selling

Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on

Customary pricing

Goods that are priced primarily based on the way that they have always been priced

Personal selling

High priced products usually depend heavily on

Social audit

Home depot is interested in knowing how its efforts to act in a socially responsible manner through its habitat for humanity and disaster relief efforts have affected stakeholders views of the company. Home depot should conduct a

Buy back allowance

If Green Giant wants to provide its resellers with a secondary incentive to stimulate repurchases after an initial consumer coupon campaign for its latest products, it can offer resellers a sum of money for each unit purchased. This type of sales promotion is

Penetration pricing

If Nabisco wants to quickly gain a large market share with its new line of reduced fat snack crackers it should use

Average total cost is at its lowest level

If Roberts Electronics finds that the average total cost of its radar detectors and the marginal cost of its radar detectors are both 85 then,

Clayton Act

Limits the use of price differentials

Can be achieved even if the industry sales are flat or decreasing

Maintaining or increasing market share

They know prices charged for competing brands

Marketers improve their ability to establish prices appropriately when

Sales promotion

Marketers of highly seasonal products tend to have more irregular use of

Creating awareness

Often when a company introduces a new product or line extension, its promotion will focus on ________ in order to initiate the product-adoption process

Count the number of exposures in the media

One way for a company to measure the effectiveness of its publicity based public relations efforts is to

Personal selling

Organizations that sell products to industrial markets and a few wholesalers tend to focus their promotion efforts on

Highly elastic

Penetration pricing strategy is particularly appropriate when demand is

Selective or exclusive distribution

Premium priced products are usually marketed through

The generation of total revenue

Price is a key element in the marketing mix because it relates directly to

Promotional pricing

Price leaders, comparison discounting, and special event pricing are all applications of

New product pricing

Price skimming and penetration pricing are both strategies used for

Promotion of prices intensifies price competition

Promotion can keep prices lower because

Geographic pricing

Reductions for transportation and other costs related to the physical distance between buyer and seller are known as

Personal selling

Sara Dickson is concerned about the effectiveness of Magnums promotional messages, and is seek an approach with imediate feedback. Sara is most likely to achieve this through

Professional pricing

Seller has an ethical responsibility to not overcharge the client

Sherman Antitrust Act

The _____ prohibits price fixing among firms in an industry

Closing

The _____ stage of the personal selling process is when the salesperson asks the prospect to buy the product

Follow up

The final stage of the selling process is

To stimulate produce deman

The overall role of promotion

Price lining

The price strategy that assume that demand is relatively inelastic over certain price ranges is called

Has some flaws and it pervades our everyday lives

The two reasons for criticism of promotional activities

Bargain

The type of prices most likely to appear in advertising

Premium

The types of prices that appear least often in ads are

Advertising and sales promotion

The use of a pull policy may require heavy expenditures for

Advertising

Threatt Production makes low priced, convenience products that are widely available. It is most likely to focus its promotion efforts on

Properly plan, implement, coordinate, and control communications

To gain maximum benefit from promotional efforts, marketers must strive to

Premium

To increase sales of Chex cereals, Ralston Purina offered a free pound of bananas to customers who bought the large size box. This form of sales promotion is called

Competitive

What type of advertising points out a brands features and advantages that fit consumers but may NOT be available in other brands

Pinoeer promotion

When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have been?

Merchandise allowance

When Levi's agrees to pay JC Penney money for providing television advertising and Sunday newspaper sales fliers emphasizing Levi's jeans, Levi is offering

Marginal cost equals marginal revenue

When does a firm maximize profit

Price competition

When marketers emphasize price as an issue and match or beat the prices of other companies, they are using

Simpson Marshall Act

Which act does not directly affect pricing decisions

Pioneer

Which of the following types of promotion informs potential buyers about a product and what it is?

Penetration pricing

Which of the following would be used in the setting of the price of a new product if considerable competition is expected

Robinson Patman act

Which prohibits price discrimination that lessens competition among wholesalers and retailers

Premiums

_____ are items offered free or at a minimal cost as a bonus for purchasing a product