Question 1

Describe the circumstances when a firm is more likely to emphasize personal selling rather than advertising.

Accepted Answer

Personal selling is often used in the following circumstances: 
1.Customers are relatively few in number and geographically concentrated.
2.The product is technically complex,involves trade-ins,or requires special h andling.
3.The product carries a relatively high price.
4.It moves through direct-distribution channels.

Question 2

Explain why companies and consumers often prefer sweepstakes to contests or games as a form of promotion.

Accepted Answer

Companies like sweepstakes because they are inexpensive to run and determine the number of winners from the beginning.With games and contests,the company cannot accurately predict the number of people who will enter or correctly complete a puzzle or gather the right number of symbols from scratch-off cards.Consumers typically prefer sweepstakes because games and contests require more effort,as well as a purchase.

Question 3

A local bakery wanted to attract more customers during the week,so it began offering a dozen bagels for $5 every Wednesday.The bakery utilized ________ pricing to increase its volume of sales.

Accepted Answer

A)  discount 
B)  skimming 
C)  odd 
D)  everyday low 
A)  discount 
B)  skimming 
C)  odd 
D)  everyday low A

Question 4

The _____ is the combination of personal and nonpersonal selling to meet the needs of a firm's target customers and communicate its message to them.

Accepted Answer

A) breakeven analysis 
B) promotional mix 
C) volume objectives 
D) institutional advertising 
E) discount pricing
F)creative selling
G)point-of-purchase advertising
H)skimming pricing
I)pushing strategy
J)odd pricing
K)integrated marketing communications
L)cooperative advertising
M)penetration pricing 
A) breakeven analysis 
B) promotional mix 
C) volume objectives 
D) institutional advertising 
E) discount pricing
F)creative selling
G)point-of-purchase advertising
H)skimming pricing
I)pushing strategy
J)odd pricing
K)integrated marketing communications
L)cooperative advertising
M)penetration pricing

Question 5

Employee volunteers clean up a neighborhood playground.In the process,employees handed out free product samples from the company.This is an example of a publicity campaign.

Accepted Answer

A) True 
 B)False

Question 6

Discuss how integrated marketing communications relates to a firm's overall promotional strategy.

Accepted Answer

In practicing integrated marketing commu

Question 7

Business costs that remain change with the level of production are called ________ costs.

Accepted Answer

A)  inflexible 
B)  fixed 
C)  variable 
D)  production 
A)  inflexible 
B)  fixed 
C)  variable 
D)  production

Question 8

When a cereal company keeps the package size the same but fills it with more air than cereal previously included,the manufacturer is trying to increase profits through volume objectives.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following pricing objectives has the most influence on Rolex's pricing strategy?

Accepted Answer

A)  Profitability 
B)  Prestige 
C)  Meeting the competition 
D)  Volume 
A)  Profitability 
B)  Prestige 
C)  Meeting the competition 
D)  Volume

Question 10

__________ involves an unpaid placement of information used to stimulate demand for a product or service.

Accepted Answer

A)  Point-of-purchase advertising 
B)  Publicity 
C)  Specialty advertising 
D)  Cause advertising 
A)  Point-of-purchase advertising 
B)  Publicity 
C)  Specialty advertising 
D)  Cause advertising

Question 11

Describe the relationship between price and quality.

Accepted Answer

In general,most consumers equate higher

Question 12

An ad claiming that Brand A works better than Brand B is an example of reminder-oriented advertising.

Accepted Answer

A) True 
 B)False

Question 13

_____ involves messages that promote concepts,ideas,philosophies,or goodwill for industries,companies,organizations,or government entities.

Accepted Answer

A) breakeven analysis 
B) promotional mix 
C) volume objectives 
D) institutional advertising 
E) discount pricing
F)creative selling
G)point-of-purchase advertising
H)skimming pricing
I)pushing strategy
J)odd pricing
K)integrated marketing communications
L)cooperative advertising
M)penetration pricing 
A) breakeven analysis 
B) promotional mix 
C) volume objectives 
D) institutional advertising 
E) discount pricing
F)creative selling
G)point-of-purchase advertising
H)skimming pricing
I)pushing strategy
J)odd pricing
K)integrated marketing communications
L)cooperative advertising
M)penetration pricing

Question 14

Public relations is more important for not-for-profit organizations than for general corporations.

Accepted Answer

A) True 
 B)False

Question 15

A(n)_____ relies on personal selling and sales promotion to market an item to wholesalers and retailers in a company's distribution channels.

Accepted Answer

A) breakeven analysis 
B) promotional mix 
C) volume objectives 
D) institutional advertising 
E) discount pricing
F)creative selling
G)point-of-purchase advertising
H)skimming pricing
I)pushing strategy
J)odd pricing
K)integrated marketing communications
L)cooperative advertising
M)penetration pricing 
A) breakeven analysis 
B) promotional mix 
C) volume objectives 
D) institutional advertising 
E) discount pricing
F)creative selling
G)point-of-purchase advertising
H)skimming pricing
I)pushing strategy
J)odd pricing
K)integrated marketing communications
L)cooperative advertising
M)penetration pricing

Question 16

Melissa is a marketing manager for the Small Business Network at American Express and regularly sends materials to various companies to participate in credit card promotions.Melissa is employing a ________ strategy.

Accepted Answer

A)  sales promotion 
B)  pulling 
C)  public relations 
D)  pushing 
A)  sales promotion 
B)  pulling 
C)  public relations 
D)  pushing

Question 17

What are the components of the promotional mix? Outline the advantages of the components of the promotional mix.

Accepted Answer

The five components of the promotional m

Question 18

Fixed costs are the costs to produce one unit,regardless of output.

Accepted Answer

A) True 
 B)False

Question 19

Many marketers pay placement fees to promote their products in television shows or movies.

Accepted Answer

A) True 
 B)False

Question 20

Missionary selling is used for selling goods whose benefits are not readily apparent.

Accepted Answer

A) True 
 B)False

Describe the circumstances when a firm is more likely to emphasize personal selling rather than advertising.

Explain why companies and consumers often prefer sweepstakes to contests or games as a form of promotion.

A local bakery wanted to attract more customers during the week,so it began offering a dozen bagels for $5 every Wednesday.The bakery utilized ________ pricing to increase its volume of sales.

The _____ is the combination of personal and nonpersonal selling to meet the needs of a firm's target customers and communicate its message to them.

Employee volunteers clean up a neighborhood playground.In the process,employees handed out free product samples from the company.This is an example of a publicity campaign.

Discuss how integrated marketing communications relates to a firm's overall promotional strategy.

Business costs that remain change with the level of production are called ________ costs.

When a cereal company keeps the package size the same but fills it with more air than cereal previously included,the manufacturer is trying to increase profits through volume objectives.

Which of the following pricing objectives has the most influence on Rolex's pricing strategy?

__________ involves an unpaid placement of information used to stimulate demand for a product or service.

Describe the relationship between price and quality.

An ad claiming that Brand A works better than Brand B is an example of reminder-oriented advertising.

_____ involves messages that promote concepts,ideas,philosophies,or goodwill for industries,companies,organizations,or government entities.

Public relations is more important for not-for-profit organizations than for general corporations.

A(n)_____ relies on personal selling and sales promotion to market an item to wholesalers and retailers in a company's distribution channels.

Melissa is a marketing manager for the Small Business Network at American Express and regularly sends materials to various companies to participate in credit card promotions.Melissa is employing a ________ strategy.

What are the components of the promotional mix? Outline the advantages of the components of the promotional mix.

Fixed costs are the costs to produce one unit,regardless of output.

Many marketers pay placement fees to promote their products in television shows or movies.

Missionary selling is used for selling goods whose benefits are not readily apparent.

The Changing Face of Business

Business Ethics and Social Responsibility

Economic Challenges Facing Contemporary Business

Competing in World Markets

Forms of Business Ownership and Organization

Starting Your Own Business: The Entrepreneurship Alternative

Management, Leadership, and the Internal Organization

Human Resource Management: From Recruitment to Labour Relations

Top Performance through Empowerment, Teamwork, and Communication

Production and Operations Management

Customer-Driven Marketing

Product and Distribution Strategies

Using Technology to Manage Information

Understanding Accounting and Financial Statements

The Financial System

Financial Management

Filters

Exam 13: Promotion and Pricing Strategies

Describe the circumstances when a firm is more likely to emphasize personal selling rather than advertising.

Explain why companies and consumers often prefer sweepstakes to contests or games as a form of promotion.

A local bakery wanted to attract more customers during the week,so it began offering a dozen bagels for $5 every Wednesday.The bakery utilized ________ pricing to increase its volume of sales.

The _____ is the combination of personal and nonpersonal selling to meet the needs of a firm's target customers and communicate its message to them.

Employee volunteers clean up a neighborhood playground.In the process,employees handed out free product samples from the company.This is an example of a publicity campaign.

Discuss how integrated marketing communications relates to a firm's overall promotional strategy.

Business costs that remain change with the level of production are called ________ costs.

When a cereal company keeps the package size the same but fills it with more air than cereal previously included,the manufacturer is trying to increase profits through volume objectives.

Which of the following pricing objectives has the most influence on Rolex's pricing strategy?

__________ involves an unpaid placement of information used to stimulate demand for a product or service.

Describe the relationship between price and quality.

An ad claiming that Brand A works better than Brand B is an example of reminder-oriented advertising.

_____ involves messages that promote concepts,ideas,philosophies,or goodwill for industries,companies,organizations,or government entities.

Public relations is more important for not-for-profit organizations than for general corporations.

A(n)_____ relies on personal selling and sales promotion to market an item to wholesalers and retailers in a company's distribution channels.

Melissa is a marketing manager for the Small Business Network at American Express and regularly sends materials to various companies to participate in credit card promotions.Melissa is employing a ________ strategy.

What are the components of the promotional mix? Outline the advantages of the components of the promotional mix.

Fixed costs are the costs to produce one unit,regardless of output.

Many marketers pay placement fees to promote their products in television shows or movies.

Missionary selling is used for selling goods whose benefits are not readily apparent.

The Changing Face of Business

Business Ethics and Social Responsibility

Economic Challenges Facing Contemporary Business

Competing in World Markets

Forms of Business Ownership and Organization

Starting Your Own Business: The Entrepreneurship Alternative

Management, Leadership, and the Internal Organization

Human Resource Management: From Recruitment to Labour Relations

Top Performance through Empowerment, Teamwork, and Communication

Production and Operations Management

Customer-Driven Marketing

Product and Distribution Strategies

Using Technology to Manage Information

Understanding Accounting and Financial Statements

The Financial System

Financial Management

Filters