Exam 13: Promotion and Pricing Strategies

Personal selling is often used for products that are technically complex.

Micord, an automobile manufacturer, is running ads emphasizing that it offers longer warranties than other automobile companies. This is an example of which of the following promotional strategy objectives?

A recent newspaper article reported that the CEO of Lake-Marker Corporation has been accused of accounting fraud. This article is an example of publicity.

Kristen and Jack have had an in-ground swimming pool installed in their back yard. About one week after the installation, the salesperson that facilitated the installation telephoned and asked if everything about the pool met with their expectations. The salesperson is _____.

Volume objectives base pricing decisions on _____.

Hoplan, a motel chain, utilizes a pricing strategy of maintaining continuous low prices rather than relying on sales. This strategy is an example of _____ pricing.

Public relations only refers to an organization's paid communications.

A leading manufacturer of exercise bicycles ran a full-page advertisement in a health magazine differentiating the price of its bicycle with that of a leading competitor. The manufacturer is using _____.

Advertising is a global activity.

Sally is an account representative for an office supply corporation who frequently provides demonstrations to business professionals. When a prospect complains about the company's fax machine, Sally should view the situation as an opportunity to _____.

Jonathan is planning on setting up a small-scale guitar manufacturing company. Jonathan isn't well versed in economics, so he doesn't understand the concept of supply and demand very well. What pricing strategy must Jonathan adopt?

MATCHING Complete the following using the terms listed. -A(n) _____relies on personal selling and sales promotion to market an item to wholesalers and retailers in a company's distribution channels.

In an effort to boost the entire pork industry in the U.S., the National Pork Board sponsors an advertisement stating, "Pork: The Other White Meat." This type of promotion is trying to develop _____.

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

In breakeven analysis, total cost is composed of _____.

A company's employee volunteers clean up a neighborhood playground. In the process, employees hand out free company product samples. This is an example of a publicity campaign.

Consumers generally associate lower prices with higher quality.

Viral advertising is often quite expensive.

Television is an attractive advertising medium because it _____.

Greta is a marketing manager of a bank who regularly sends materials to various companies to participate in credit card promotions. Greta is employing a _____ strategy.