final Flashcards
Samsung has utilized ____ advertising to persuade smartphone buyers to choose Samsung instead of Apple’s iphone
a.reminder
b.comparative
c.institutional
d.celebrity
b
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
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
e
Which of the following does NOT represent a fully brand-controlled message channel?
TV advertising
Trade shows
Social media
Catalogs
Billboards
c
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
c
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
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
d
Rather than promoting a specific brand, ____ advertising demonstrates the product’s
benefits.
product
competitive
comparative
pioneer
Corporate
b
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 ____ schedule allows marketers to promote both over the year and during high sales periods.
Group of answer choices
flighted
pulsing
seasonal
pulsating
Periodic
b
A continuous media schedule should be used for which stage of the product lifecycle?
Group of answer choices
development
introduction
growth
decline
Maturity
e
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
b
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
b
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
c
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
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.
d
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
c
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
c
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
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
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
d
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
d
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.
e
Which of the following is not a proper market structure?
A. Oligopoly
B. Impure monopoly
C. Pure competition
D. Pure monopoly
E. Monopolistic competition
b
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
d
. ____ 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
c
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
c
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
b
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
d
Which element of the promotional mix is most helpful in inducing trial?
Public relations
personal selling
sales promotion
Advertising
social media
c
. _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
c
