Mkt final Exam quiz ch 15-20

________ is used to respond to the introduction of competitive products.

Competitive advertising

________ is more prevalent during the early stages of the product life cycle.

Informing

_____ is a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in professional or civic organizations.

Networking

________ refers to things that prevent receivers from detecting a certain message.

Noise

________ selling becomes more important as the number of potential customers decreases and as the complexity of the product increases.

Personal

________ is the form of sales that provides high amounts of feedback, control over message content and great message flexibility.

Personal Selling

________ is used to raise consumers' awareness of a brand new product.

Pioneering advertising

________ refers to the process through which a salesperson learns as much as possible about the prospective customer.

Preapproach

________ is the pricing objective that tries to make as much money as possible.

Profit maximization

________ is information about a company that appears as a news item and for which the company does not pay.

Publicity

________ selling emphasizes the development of long-term relationships with customers.

Relationship

________ is more prevalent during the maturity stage of the product life cycle.

Reminding

________ is the pricing objective that seeks profits consistent with the level of risk that a company faces.

Satisfactory profits

________ sales promotion is aimed at other organizations within the marketing channel.

Trade

All of the following would be a target for a trade sales promotion offered by Rubbermaid, a manufacturer of storage and organization products, EXCEPT:

a consumer who needs to organize her college dorm room

Kellogg's has a brand of Frosted Flakes that touts a third less sugar on the packaging. This ad is emphasizing:

a product attribute

The UPS Store's advertising "What Brown Can Do for You" campaign tells business consumers that when it comes to getting their products delivered somewhere, UPS can help. The advertising is focusing on:

a product benefit

The ________ shows that beyond a certain level of spending for advertising, diminishing returns set in.

advertising response function

Exxon Mobil has launched a series of ads promoting its commitment to alternative energy sources during a time when the company is recording record profits while consumers struggle with high gas prices and environmentalists are concerned that burning fossil fuels is contributing to the acceleration of global warming. This is an example of _____ advertising.

advocacy advertising.

Profit, health, convenience, and vanity are all examples of:

an advertising appeal.

The four elements of the AIDA concept are:

attention, interest, desire, action.

Web 2.0 technologies for communication include all of the following EXCEPT:

banner ads

A(n) ________ of a product should answer the question "What's in it for me?"

benefit

For every bottle of water sold, Ethos Water donates money for clean water projects in the emerging economies. This is an example of:

cause-related marketing.

The marketing campaign for Alpo dog food uses posters in veterinarians' offices, radio and television ads, and a Web site to promote benefits of the dog food. In terms of the communication process, Alpo uses several different:

channels

An example of ________ is when a salesperson goes door-to-door to reach potential buyers without prior contact.

cold calling

Verizon runs ads that have a map floating over cell phone users' heads showing where they have 3G network capabilities, and the blue coloring on the map shows that Verizon's coverage is almost everywhere in the United States. The ads also show an unfortunate AT&T customer with a red-shaded map showing much less 3G network coverage throughout the United States. Verizon is using _____ advertising.

comparative advertising.

Lower prices, higher quality, and excellent service are all examples of:

competitive advantage

The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking products. Finalists are brought to Pillsbury kitchens to bake their recipes so the winner of a cash prize can be chosen. This is an example of a:

contest

A newspaper ad for a local apparel retailer that runs every Sunday is an example of a:

continuous media schedule.

Higher prices for goods and services will ________ demand.

decrease

Lower prices for goods and services will ________ supply.

decrease

The _____ is the quantity of a product that will be sold in the market at various prices for a specified period, and _____ is the quantity of a product that will be offered to the market by suppliers at various prices for a specified period.

demand; supply

Before any creative work can begin on an advertising campaign, it is important to:

determine what goals or objectives the advertising should achieve

To encourage consumers to redeem coupons, marketers are doing all of the following EXCEPT:

distributing single all-purpose coupons that can be redeemed for several brands

Research has shown that high inflation will make demand more:

elastic.

Which of the following is NOT a way that managers can expand revenue?

employee bonuses

The goal of all forms of sales promotion is to:

encourage immediate purchase.

An organization's payroll, insurance, and utility costs are all examples of:

fixed costs.

Accenture schedules most of their TV advertisements to run during PGA golf broadcasts, while running fewer during other times. This is an example of a:

flighted media schedule.

The final step of the sales process is:

follow-up.

The term ________ refers to how many times a person receives a certain advertising message.

frequency

According to ________, an increase in the price in gasoline will not lead to a decrease in sales.

inelastic demand

DuPont has an advertisement that shows police officers describing how they were shot at close range in the line of duty. The advertisement explains that the lives of these public servants were saved by Kevlar bullet-proof vests and that Kevlar was invented by DuPont. This is an example of _____ advertising.

institutional

Implementing ________ requires marketing managers to work out the roles various promotional elements play in the marketing mix and coordinate them.

integrating marketing communications

A car salesperson speaking directly with a potential buyer is an example of:

interpersonal communication.

The price of a product is set high during the ________ stage of the product life cycle.

introductory

The first step in the sales process is:

lead generation.

A supermarket offers a free gallon of milk to customers who have bought ten gallons in the previous two months. This is an example of a:

loyalty marketing program.

Apple's iPhone accounts for 30 percent of all smartphone sales. This figure reflects the iPhone's:

market share.

The ________ of a new car includes the price that the dealer had to pay to the manufacturer for the car, salary and benefits expenses for dealer employees, and a certain amount for profit

markup price

A message that is sent to large audiences, such as through newspaper or TV, is a form of:

mass communication.

Advergaming, magazines, and radio are all examples of:

media.

Lifestyle, spokesperson/testimonial, and demonstration are all examples of:

message execution.

All of the following are examples of tools for trade sales promotions EXCEPT:

point-of-purchase promotions.

When Darrell purchased a five-pound bag of 9Lives cat food, he received a free can of the manufacturer's new gourmet cat food. The can of cat food is an example of a:

premium.

At a price of $654,400, the SSC Ultimate Aero has been ranked as the third most expensive car in the world. The company is only planning to build 25 of the current model. If that matches the demand for the Ultimate Aero, then a state of _____has been achieved.

price equilibrium

The sales cycle refers to the ________ a salesperson goes through to sell a particular product.

process

James Bond movies prominently feature Aston Martin automobiles, Omega watches, and Nokia mobile phones. This is an example of:

product placement.

Yield management systems are used to:

profitably fill unused capacity

A marketer communicates with buyers and tries to influence them through:

promotion

The combination of advertising, public relations, and promotion that a company uses to reach consumers is known as a:

promotional mix

In 2008, the NBC television network used advertising, personal selling, public relations, and sales promotion to communicate with its target audience about its new show My Own Worst Enemy. The television network's _____ described its plan on how to use these tools most effectively.

promtional strategy

Hummer began a new campaign to respond to public concerns that their SUVs are harmful to the environment. This is an example of:

public relations

A news story on the bonuses received by executives of a bank that received bailout money from the federal government is an example of:

publicity

The Steel Recycling Institute is an industry association that promotes and sustains the recycling of all steel products. An article in BusinessWeek magazine about how the institute plans to stimulate consumer demand would be an example of:

publicity

Joe Hamas sells for Rush Beverages. He is trying to convince retailers to carry his company's Ginseng Rush, a new all-natural beverage that delivers an energy punch without caffeine. When he gets retailers to agree to stock his product, he asks them for the names of other retail operations that might be interested in carrying it. He is using _____ to get his sales leads.

referrals

Price × units = ________.

revenue

Sherrie is seven years old and wants to open a lemonade stand in her neighborhood. She is having a tough time deciding whether to base her pricing objectives on market share, dollar sales, or unit sales. Regardless of which she chooses, her pricing objective can be categorized as:

sales oriented

During a recent summer, Volvo Cars of North America was able to increase the number of people that visited its dealerships via a sweepstakes tied to Walt Disney's summer blockbuster Pirates of the Caribbean: Dead Man's Chest. This was an example of:

sales promotion

Rebates and discounts are two examples of:

sales promotion.

The manufacturer of Frank's RedHot pepper sauce spent $25,000 to create an ad that ran in an issue of a popular cooking magazine. Because it was the originator of the communication process, Frank's acted as a

sender

The biggest category of corporate sponsorship is:

sports.

To increase sales, Ford offers its 2010 model-year cars at the same price as 2009 models. This is an example of:

status quo pricing.

Although many factors can influence price, the primary determinants are:

the demand for the good and the cost to the seller

"Higher quality equals higher price" is a description of:

the information effect of price.

Which of the following is NOT an example of a channel for a message?

the organization

A candy manufacturer decreased prices of its products by 20 percent but saw no change in total revenue. This is an example of:

unitary elasticity.