Question 1

Which of the following is correct with regard to the various media?

Accepted Answer

A)  Direct mail advertising has the highest advance costs of any advertising technique. 
B)  Direct mail advertising has the lowest cost-effectiveness of any advertising technique. 
C)  Radio advertisements are very expensive. 
D)  Magazine advertising is not very good at conveying to consumers the value of a product. 
E)  Outdoor advertising is the most important form of advertising,based on spending by companies. 
A)  Direct mail advertising has the highest advance costs of any advertising technique. 
B)  Direct mail advertising has the lowest cost-effectiveness of any advertising technique. 
C)  Radio advertisements are very expensive. 
D)  Magazine advertising is not very good at conveying to consumers the value of a product. 
E)  Outdoor advertising is the most important form of advertising,based on spending by companies.

Question 2

All of the following are basic types of promotional tools except

Accepted Answer

A)  advertising. 
B)  personal selling. 
C)  sales promotions. 
D)  publicity and public relations. 
E)  branding. 
A)  advertising. 
B)  personal selling. 
C)  sales promotions. 
D)  publicity and public relations. 
E)  branding.

Question 3

Multiple product lines allow a company to grow more rapidly and minimize the consequences of slow sales in any one product line.

Accepted Answer

A) True 
 B)False

Question 4

Brand insistence implies high consumer trust in a brand.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following are small businesses least likely to use?

Accepted Answer

A)  Television 
B)  Direct mail 
C)  Newspaper 
D)  The Yellow Pages 
E)  Radio 
A)  Television 
B)  Direct mail 
C)  Newspaper 
D)  The Yellow Pages 
E)  Radio

Question 6

Identify and discuss the four factors that make global advertising a difficult proposition.

Accepted Answer

- language differenc

Question 7

Marketing tends to focus on reminder advertising in the ______ stage of the product life cycle.

Accepted Answer

A)  introduction 
B)  growth 
C)  maturity 
D)  decline 
E)  re-introduction 
A)  introduction 
B)  growth 
C)  maturity 
D)  decline 
E)  re-introduction

Question 8

Newspapers offer excellent market coverage,but usually do not allow advertisers to target their audience well.

Accepted Answer

A) True 
 B)False

Question 9

Many small firms are successfully using telemarketing,together with a catalogue,to sell their products.

Accepted Answer

A) True 
 B)False

Question 10

What is brand equity?

Accepted Answer

Brand equity is the degree of

Question 11

The new product that Bellson Corp.introduced last year is now experiencing rapidly increasing sales,and the product has begun to show a profit.But Bellson notices that two competitors have recently introduced a similar product.This is what happens in the ________ stage of a product's life cycle.

Accepted Answer

A)  growth 
B)  maturity 
C)  decline 
D)  development 
E)  introduction 
A)  growth 
B)  maturity 
C)  decline 
D)  development 
E)  introduction

Question 12

Publicity and public relations are important tools in making the buyer aware that the firm's product exists,especially when the buyer is in the information-seeking stage of the buying process.

Accepted Answer

A) True 
 B)False

Question 13

The first step in developing an advertising campaign is to define the objective of the advertising message.

Accepted Answer

A) True 
 B)False

Question 14

Personal selling is the most expensive form of promotion per contact.

Accepted Answer

A) True 
 B)False

Question 15

Mega Computers is using direct mail to send 10-percent-off coupons to its list of potential customers.This is an example of a ________ strategy.

Accepted Answer

A)  pull 
B)  product 
C)  position 
D)  push 
E)  place 
A)  pull 
B)  product 
C)  position 
D)  push 
E)  place

Question 16

The most important factor to consider in designing the best promotional mix is

Accepted Answer

A)  promotion and the buyer decision process. 
B)  the product. 
C)  promotional mix budget. 
D)  the target audience. 
E)  costs of the product. 
A)  promotion and the buyer decision process. 
B)  the product. 
C)  promotional mix budget. 
D)  the target audience. 
E)  costs of the product.

Question 17

In which selling situation is the buyer expected to take longer to arrive at a purchase decision?

Accepted Answer

A)  Creative selling 
B)  Direct mail 
C)  Missionary selling 
D)  Order processing 
E)  Industrial selling 
A)  Creative selling 
B)  Direct mail 
C)  Missionary selling 
D)  Order processing 
E)  Industrial selling

Question 18

The pull strategy involves retailers who attempt to "pull" customers into their stores through aggressive advertising of sales they are having.

Accepted Answer

A) True 
 B)False

Question 19

Small businesses are most likely to use ________ for sales promotions.

Accepted Answer

A)  sales contests 
B)  POP displays 
C)  premiums 
D)  coupons 
E)  all of these 
A)  sales contests 
B)  POP displays 
C)  premiums 
D)  coupons 
E)  all of these

Question 20

What is the importance of a brand name to a marketing manager? Identify the different types of brand names and ways that the firm protects its brand names.

Accepted Answer

- brand names were introduced to try to

Which of the following is correct with regard to the various media?

All of the following are basic types of promotional tools except

Multiple product lines allow a company to grow more rapidly and minimize the consequences of slow sales in any one product line.

Brand insistence implies high consumer trust in a brand.

Which of the following are small businesses least likely to use?

Identify and discuss the four factors that make global advertising a difficult proposition.

Marketing tends to focus on reminder advertising in the ______ stage of the product life cycle.

Newspapers offer excellent market coverage,but usually do not allow advertisers to target their audience well.

Many small firms are successfully using telemarketing,together with a catalogue,to sell their products.

What is brand equity?

The new product that Bellson Corp.introduced last year is now experiencing rapidly increasing sales,and the product has begun to show a profit.But Bellson notices that two competitors have recently introduced a similar product.This is what happens in the ________ stage of a product's life cycle.

Publicity and public relations are important tools in making the buyer aware that the firm's product exists,especially when the buyer is in the information-seeking stage of the buying process.

The first step in developing an advertising campaign is to define the objective of the advertising message.

Personal selling is the most expensive form of promotion per contact.

Mega Computers is using direct mail to send 10-percent-off coupons to its list of potential customers.This is an example of a ________ strategy.

The most important factor to consider in designing the best promotional mix is

In which selling situation is the buyer expected to take longer to arrive at a purchase decision?

The pull strategy involves retailers who attempt to "pull" customers into their stores through aggressive advertising of sales they are having.

Small businesses are most likely to use ________ for sales promotions.

What is the importance of a brand name to a marketing manager? Identify the different types of brand names and ways that the firm protects its brand names.

Understanding the Canadian Business System

Understanding the Environments of Business

Conducting Business Ethically and Responsibly

Understanding Entrepreneurship, small Business, and New Venture Creation

The Global Context of Business

Managing the Business Enterprise

Managing Human Resources

Understanding Labourmanagement Relations

Motivating and Leading Employees

Producing Goods and Services

Increasing Productivity and Quality

Managing Information Systems and Communication Technology

Understanding Accounting Issues

Understanding Marketing Processes and Consumer Behaviour

Pricing and Distributing Goods and Services

Understanding Money and Banking

Understanding Securities and Investments

Financial Decisions and Risk Management

Filters

Exam 16: Developing and Promoting Goods and Services

Which of the following is correct with regard to the various media?

All of the following are basic types of promotional tools except

Multiple product lines allow a company to grow more rapidly and minimize the consequences of slow sales in any one product line.

Brand insistence implies high consumer trust in a brand.

Which of the following are small businesses least likely to use?

Identify and discuss the four factors that make global advertising a difficult proposition.

Marketing tends to focus on reminder advertising in the ______ stage of the product life cycle.

Newspapers offer excellent market coverage,but usually do not allow advertisers to target their audience well.

Many small firms are successfully using telemarketing,together with a catalogue,to sell their products.

What is brand equity?

The new product that Bellson Corp.introduced last year is now experiencing rapidly increasing sales,and the product has begun to show a profit.But Bellson notices that two competitors have recently introduced a similar product.This is what happens in the ________ stage of a product's life cycle.

Publicity and public relations are important tools in making the buyer aware that the firm's product exists,especially when the buyer is in the information-seeking stage of the buying process.

The first step in developing an advertising campaign is to define the objective of the advertising message.

Personal selling is the most expensive form of promotion per contact.

Mega Computers is using direct mail to send 10-percent-off coupons to its list of potential customers.This is an example of a ________ strategy.

The most important factor to consider in designing the best promotional mix is

In which selling situation is the buyer expected to take longer to arrive at a purchase decision?

The pull strategy involves retailers who attempt to "pull" customers into their stores through aggressive advertising of sales they are having.

Small businesses are most likely to use ________ for sales promotions.

What is the importance of a brand name to a marketing manager? Identify the different types of brand names and ways that the firm protects its brand names.

Understanding the Canadian Business System

Understanding the Environments of Business

Conducting Business Ethically and Responsibly

Understanding Entrepreneurship, small Business, and New Venture Creation

The Global Context of Business

Managing the Business Enterprise

Managing Human Resources

Understanding Labourmanagement Relations

Motivating and Leading Employees

Producing Goods and Services

Increasing Productivity and Quality

Managing Information Systems and Communication Technology

Understanding Accounting Issues

Understanding Marketing Processes and Consumer Behaviour

Pricing and Distributing Goods and Services

Understanding Money and Banking

Understanding Securities and Investments

Financial Decisions and Risk Management

Filters