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Mkg > final > Flashcards

final Flashcards

1
Q

Samsung has utilized ____ advertising to persuade smartphone buyers to choose Samsung instead of Apple’s iphone
a.reminder
b.comparative
c.institutional
d.celebrity

A

b

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2
Q

The communication process can ben disrupted when inappropriate advertising media or poor radio or TV reception interfere with message transmission and reduce its effectiveness?
a. noise
b. feedback
c. decoding
d. spam

A

a

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3
Q

If you were looking for an advertising medium that provided good targeting of audience, had a long shelf life, offered good reproduction quality of visuals and money was of no object, which medium would you select?
a. radio
b. digital ads
c. magazines
d. direct mail
e. tv

A

e

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4
Q

Which of the following does NOT represent a fully brand-controlled message channel?
TV advertising
Trade shows
Social media
Catalogs
Billboards

A

c

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5
Q

Spiffy Spiff car wash increased prices by $1 and sales fell by 50%. Demand for Spiffy Spiff can be characterized as: (5.1)

Highly inelastic

Not price sensitive

Highly elastic

Non-existent

Unwavering

A

c

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6
Q

When advertising the original smart phone, Apple described the features and capabilities in a factual manner. Apple was using ____.
pioneer advertising
comparative advertising
advocacy advertising
competitive advertising
institutional advertising

A

a

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7
Q

Bigger brands should not rely on comparative advertising because ____.

Select one:

a. the whole company must become involved in creating the advertisement

b. larger brands promote through billboards and the internet

c. their products tend to be more expensive

d. there is little to gain by comparing themselves to smaller, lesser brands

e. they are focused on institutional advertising

A

d

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8
Q

Rather than promoting a specific brand, ____ advertising demonstrates the product’s
benefits.
product
competitive
comparative
pioneer
Corporate

A

b

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9
Q

One important metric for advertisements is ____, the number of target consumers a medium can deliver to.

Group of answer choices

reach

audience selectivity

noise level

media type

cost per contact

A

a

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10
Q

A ____ schedule allows marketers to promote both over the year and during high sales periods.

Group of answer choices

flighted

pulsing

seasonal

pulsating

Periodic

A

b

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11
Q

A continuous media schedule should be used for which stage of the product lifecycle?

Group of answer choices

development

introduction

growth

decline

Maturity

A

e

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12
Q

Intel wants to become associated with the up-and-coming world of eSports. Intel can form this bond most effectively through
Select one:
a. social media
b. sponsorship
c. consumer education
d. sales promotion
e. new product publicity

A

b

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13
Q

C&D is a local coffee shop that wants to encourage repeat business. Whats the most effective way to achieve this?
a. Prodvide coupons in the most frequently purchased donuts
b. Create a loyalty program for its customers
c.Provide cash rebates on the most frequently purchased donuts
d. Thank every customer with a personalized email
e. Train their staff on the brands of coffeee

A

b

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14
Q

Geroge is a computer salesperson for Best Buy, Samsung Elves George a bonus for every Samsung laptop he sells, In this case, Samsung is rewarding George with___
a. Consumer promotions
b. Sales promotion
c.Push money
d.Premiums
e.Discounts

A

c

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15
Q

Why do some advertisers use product placement rather than commercials?
Select one:
a. To create a testimonial that moves consumers through AIDA.
b. Product placement requires less effort.
c. Commercials are more expensive to produce than product placement.
d. Consumers can zip and zap commercials.
e. To form a strong bond between the program and the product.

A

a

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16
Q

Which of the following is NOT a responsibility of sales management?

A)Evaluating the effectiveness of a sales representative.
B)Training new salespeople.
C)Designing the sales force structure.
D)Positioning their products
E)Assigning quotas to salespeople.

A

d

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17
Q

Which is NOT a way to generate leads in business markets?
A)
Purchasing lists from an outside source
B)
Cold calling buyers from a list
C)
Large scale public relations campaign
D)
Compiling list through trade shows and conventions
E)
Referrals from customers or business associates

A

c

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18
Q

Which of the following is NOT a responsibility of sales personnel?
A)
Qualifying leads
B)
Handling objections
C)
Designing products
D)
Defining sales goals
E)
Proposing solutions

A

c

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19
Q

Companies often layout a ____, from the time customers start any interactions and continue it to all ongoing interactions so they can use it to effectively sell their products
Data collection plan
Marketing Plan
Strategic Plan
Promotion Plan
Social media plan

A

a

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20
Q

What is the lowest price a company would want to charge for its product?
A. The cost of the product
B. The amount dictated by intersection of supply and demand curves
C. The amount consumers are willing to pay
D. The average price charged by competitors
E. The amount charged by the lowest priced competito

A

a

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21
Q

When is price elasticity high?
A. When prestige pricing is used
B. It is difficult to evaluate quality
C. When the product is considered a commodity
D. When the cost of the product is very high

A

d

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22
Q

Which of the following is not a factor in determining elasticity of demand?
A. Ease of evaluating quality
B. Availability of substitutes
C. Use of prestige pricing
D. Ease of purchasing
E. Price relative to purchasing power

A

d

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23
Q

Which of the following statements about price skimming is most likely to be not true?
A. price skimming uses initial high prices to control demand.
B. price skimming is useful for high-priced durables.
C. price skimming tries to get customers to pay the maximum price they are willing to pay
D. price skimming reduces prices as sales increase
E. price skimming is good for repeat purchases.

A

e

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24
Q

Which of the following is not a proper market structure?
A. Oligopoly
B. Impure monopoly
C. Pure competition
D. Pure monopoly
E. Monopolistic competition

A

b

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25
Q

Price is most likely to be a reflection of _
A. Quality
B. Image
C. Brand equity
D. The perceived value of a product
E. Intensity of competition

A

d

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26
Q

. ____ is a location-dependent pricing technique in which freight costs are passed onto buyers.
a.Delivery segmentation
b.Uniform delivered price
c. FOB pricing
d.Zonal pricing
e.Distance-based pricing

A

c

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27
Q

Burger Bob sells a combo meal (burger, fries, and a medium soda)for $6. if the same items were
ordered individually, the total price would be $7.5. Burger Bob is using which pricing tactic?
A. Two-part pricing
B. Psychological pricing
C. Price bundling
D. Loss leader pricing
E. Versioning

A

c

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28
Q

A firm has sales of 100 units, with a sales revenue of $2,000, total variable cost of $1,000 and total fixed cost of $400. What is the contribution margin per unit?
Group of answer choices
a.$20

b.$10

c.$4

d.$6

e.$5

A

b

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29
Q

How is markup calculated?

The selling price per unit minus the fixed cost per unit

The cost per unit divided by the selling price per unit

The selling price per unit divided by the cost per unit

The selling price per unit minus the cost per unit divided by the cost per unit
The selling price per unit minus the cost per unit divided by the selling price per unit

A

d

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30
Q

Which element of the promotional mix is most helpful in inducing trial?
Public relations
personal selling
sales promotion
Advertising
social media

A

c

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31
Q

. _is when salespeople and buyers become partners in solving the buyer’s problems.
A. Personal selling
B. Face-to-face selling
C. relationship selling
D. focused selling
E. Long-term selling

A

c

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32
Q

What’s the description given to identifying trends and relationships between different marketing variables?
Capturing customer data
Data mining
Data collection plan
Leveraging data
Data warehousing

A

b

33
Q

____ advertising should be used in the growth stage of product lifecycle.
Competitive
Comparative
Institutional
Advocacy
Pioneering

A

a

34
Q

Increasing the advertising will increase sales by the maximum amount ____ of the advertising response function.
towards the end

in the beginning

during the beginning and end portions

in the middle portion

in all areas

A

d

35
Q

Companies using market share maximization use a _ objective.
competition-oriented pricing
sales-oriented pricing
profit-oriented pricing
cost-oriented pricing
Value based pricing

A

b

36
Q

Which of the following is an example of psychological pricing?
A. Charging relatively more for razor blades than razors.
B. A cable company discounts its monthly service if, customers also buy their HBO service
C. In 2018, Microsoft sold four editions of Microsoft Windows, each with a different level of
features.
D. A hotel in Vegas offers a room for $50 per night, while the exact same room at other
hotels would cost $105 per night
E. Kraftwork sells a sowing kit for $29.99 instead of $30 to imply a bargain

A

e

37
Q

After Alicia receives her new TV, she sees an offer in the shipping box. The offer says that the
manufacturer will give her a $20 cash refund if she fills out the form and mails it back. Alicia has
been offered what type of discount?
A. Cash discount
B. Rebate
C. Promotional/trade allowance
D. Quantity discount
E. Seasonal discount

A

b

38
Q

Which pricing objective sets prices according to customers’ expectations of a fair deal?
A. Cost-oriented pricing
B. demand-oriented pricing
C. profit-oriented pricing
D. sales-oriented pricing
E. Value based pricing

A

e

39
Q

The owners of all competing gasoline stations in Fullerton conspire to raise prices by $1.5 per
gallon. This describes what kind of illegal practice?
A. Price skimming
B. Price discrimination
C. Price fixing
D. Psychological pricing
E. Predatory pricing

A

c

40
Q

Which of the following statements about penetration pricing is not true?
A. Penetration pricing is used to induce new product trial
B. Penetration pricing is useful for high-priced durables
C. Penetration pricing may have low initial profits
D. Encourages repeat purchases
E. Penetration pricing is good for packaged foods

A

b

41
Q

When Pear Inc.(a mobile phone manufacturer) releases its new iPear 11 and prices it at 50%
higher than all competitors, it is likely using _
A. Price skimming pricing
B. Mark up pricing
C. Penetration pricing
D. Psychological pricing
E. Price fixing

A

a

42
Q

When is a “skimming” pricing policy likely to be most effective?
a. When the high price of our product (and assumed high profits) attracts competitors in the industry.
b. When lowering the price of our product has a major effect on reducing our unit costs.
c.When consumers are not price sensitive (that is, they are not influenced by fluctuations in the price of a product).
d.When consumers perceive that our company’s products are similar to other products in the marketplace.
e.When a firm is more interested in growth in market share

A

c.

43
Q

The increase use of technology can be attributed to:
A. Platforms have reduced barriers to entry
B. Smartphones make everything accessible
C. Younger audiences are more receptive to this medium
D. Real-time metrics provide measurable results
E. All of the above

A

e

44
Q

Social media posts from consumers endorsing your products is an example of _ media and
advertisements of Facebook are an example of _ media.
A. Earned, paid
B. Paid, earned
C. Earned, owned
D. Owned,paid
E. None of the options is correct

A

a

45
Q

____sites allow users to post their own personal opinions, similar to that of journalistic writing.
a.Review
b.Blog
c.Microblog
d.Media sharing
e.Social news

A

b

46
Q

____are passive users on social media.
a.Collectors
b.Critics
c.Troublemakers
d.Spectators
e.Inactives

A

d

47
Q

Social media users that are vocal and influence others are known as_
A. Spectators
B. Collectors
C. Innovators
D. Opinion leaders
E. Critics

A

d

48
Q

Once a social media plan is implemented, it is vital for marketers to monitor the progress
because_
A. Social media is cheap
B. Social media is a volatile environment
C. Social media often needs an immediate response
D. Social media metrics can be deceiving
E. Social media is out of control

A

c

49
Q

The goals and objectives for social media need to be _ and _
A. Measurable and clearly outlined
B. Demanding and motivating
C. Fun and entertaining
D. Short and simple
E. Tactical and efficient

A

a

50
Q

Why do salespeople have a high turnover at the beginning of their careers?
A. Sales performance is clear in the long run.
B. Sales performance can be clear in a very short period
C. Sales performance is not clear for a very short period
D. Sales performance is not clear in the long run.
E. They do not have high turnover at the beginning.

A

b

51
Q

_ is the step which refers to assessing the prospects’ needs, their buying power, and receptivity
towards the company’s products.
A. Prospecting
B. Qualifying leads
C. Approaching the customers
D. Developing and proposing solutions
E. Handling objections

A

b

52
Q

Companies create a centralized database that can be shared by everyone. This is called:
A. Customer relationship management
B. Supply chain management
C. Data mining
D. Data warehouse
E. Control center

A

d

53
Q

What’s the description given to identifying trends and relationships between different marketing
variables？
A. Data collection plan
B. Data mining
C. Capturing customer data
D. Leveraging data
E. Data warehousing

A

b

54
Q

What is ideal for personal selling?
A. Small customers
B. Large customers
C. When demand exceeds supply
D. When supply exceeds demand
E. None of these options

A

a

55
Q

In a commercial for Buck’s Beef Jerky, actor Bill Murray is used as a spokesperson to appeal to its
customers. Buck’s Beef Jerky is executing their message through _
A. Scientific defense
B. Lifestyle
C. Testimonial
D. Slice-of-life
E. Fantasy

A

c

56
Q

End-of-the-year holiday decorations should use which media schedule?
A. Continuous
B. Seasonal
C. Periodic
D. Pulsing
E. Flighted

A

b

57
Q

One way to set the advertising budget is _, basing off of other competitor’s budgets.
A. Competitive parity
B. Market leadership
C. Competitive dominance
D. Percentage of sales
E. Market dominance

A

a

58
Q

When choosing media types, advertisers should consider all of the following except
A. Selectivity
B. Cost
C. Life of the advertisement
D. How quickly the message can be delivered
E. The product manufacturer

A

e

59
Q

Target decided that sales needs to increase immediately, so they temporarily reduce prices by
providing_
a.Pull money
b.rebates
c.push money
d.premiums
e.trade allowances

A

b

60
Q

Piper Pizza’s pizza-and-sub deal is back! Any consumer who orders two pizzas will get a free
meatball sub. Piper Pizza’s promotion uses _ to increase short-term sales.
a.Push money
b.advertising
c.premiums
d.loyalty programs
e.point-of-purchase promotions

A

e

61
Q

Advertisers decide the appropriate media type, media mix, and media schedule through ____.

Group of answer choices

campaign decisions

promotion planning

promotion executions

media planning

media executions

A

d

62
Q

____ is the cost of reaching one audience member.

Select one:

a. Cost per contact

b. Media budget

c. Audience selectivity

d. Advertising cost

e. Reach

A

a

63
Q

What is pull strategy?
A. Manufacturers try to appeal to the end consumers directly’
B. Manufactures try to impress channel members to sell their products more aggressively
C. Manufacturers try to influence the suppliers
D. Retailers try to appeal to make the purchase more appealing to consumers.
E. Retailers give incentives to convince the buyers to buy

A

a

64
Q

Which element of the promotional mix has a strong pull strategy?
Public relations
Social media
Personal selling
Advertising
Sales promotions

A

d

65
Q

What is pull strategy?
Manufacturers try to influence the suppliers.
Manufacturers try to appeal to the end consumers directly.
Retailers give incentives to convince the buyers to buy.
Retailers try to appeal to make the purchase more appealing to consumers.
Manufacturers try to impress channel members to sell their products more aggressively.

A

b.

66
Q

What’s the primary way for companies to impress on customers that they should buy their products?

Select one:

a. By using marketing channels

b. By lowering its prices

c. By selling the highest quality products

d. By using marketing communication

e. By removing their competitors

A

d

67
Q

The _____becomes the main advertising appeal in a campaign.
a. media mix
b. media profile
c. message execution
d. unique selling proposition
e.product benefits

A

d

68
Q

What is the drawback in basing advertising budgets on a fixed percentage of sales? Select one:
a. The technique is complicated to use.
b. There are no drawbacks. c. Results are ineffective.
d. Every company has different positioning and advertising strategies.
e. A downturn would reduce the budget when more may be needed.

A

e

69
Q

32

Which step in the social media plan helps marketers understand how their target audience is using social media?

Group of answer choices

selecting which platform to use

set social media objectives

communicate to the target audience

listen to your customers

identify the target audience

A

d

70
Q

Using ____, Mary’s Milk provides discounts to supermarkets in exchange for premium shelf space.

Group of answer choices

premiums

coupons and rebates

trade allowances

pull strategy

loyalty programs

A

c

71
Q

Media mix decisions do not usually involve ____.
media schedule

reach

audience selectivity

cost per contact

noise level in each media

A

a

72
Q

____ promotes an entire corporation.
Operations advertising
Institutional advertising
Advertising
Pioneering advertising
Product advertising

A

b

73
Q

Payment terms, when for ordering expensive equipment, may include a 2%
discount if the buyer pays within the first 10 days of receiving the invoice. This situation
describes which type of discount?
Seasonal discount
Quantity discount
Rebate
Cash discount
Promotional/trade allowance

A

d

74
Q

Which of the following is an example of two-part pricing?
Kraftwork sells a thread and needle kit for $29.99 instead of $30.00 to imply a bargain.
A cable company discounts its monthly service if, customers also buy their HBO
service.
In 2018, Microsoft sold four editions of Microsoft Windows, each with a different level
of features, at different prices.
A hotel in Vegas offers a room for $50 per night, while the exact same room at other
hotels would cost $105 per night.
Charging higher margins for razor blades and selling razors at very low cost.

A

e

75
Q

Fig Leaf, a clothing company, puts on a buy-one-get-one-free (BOGO) sale on a
new line of sweatshirts. Fig leaf is using ____ to introduce these new products.
price fixing
psychological pricing
penetration pricing
markup pricing
skimming pricing

A

c

76
Q

Which of the following is an example of illegal price discrimination?
Providing all customers with a coupon for 10% off their next purchase.
Party Pals purchases party supplies and gets a discount for buying in bulk.
A movie theater sells men’s tickets at $15 each and women’s tickets at $8 each.
Offering half-off televisions to the next 100 customers who come in to the store.
Spotify offering its premium service normally for $10 per month, but to students with a
valid .edu email for $5/month

A

c

77
Q

Customer lifetime value (CLV) is ___________.

a. the initial acquisition cost minus the money spent on getting the customer to start buying the product

b. the sum of all future revenues the firm expects to get from the customer

c. the net present value of all future revenues the firm expects to get from the customer

d. the net present value of all the future earnings minus the customer acquisition cost

e. a measure of customer satisfaction

A

d

78
Q

The present value of future cash flows as projected from a customer relationship is a measure called: a.benchmarking
b.internal rate of retum
c. customer lifetime value the brand awareness index
e, competitive advantage

A

c

79
Q

Which of the following products is likely to have highly inelastic prices?
Bread
High end Swiss watches
Gasoline
Soft drinks
Coffee

A

b

Mkg (22 decks)

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