Marketing Final Exam

16 1 top aacsb key cbe model promotion cbe model

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Unformatted text preview: city; it is design and production based. Since this is advertising, the sales promotion theme may or may not agree; there is no indication of integrated marketing communications. PTS: 1 Communication REF: 249-250 OBJ: 16-1 TOP: AACSB KEY: CB&E Model Promotion| CB&E Model Customer MSC: BLOOMS Application 8. The ads for Don Francisco’s ground coffee simply state, “The highest quality coffee doesn’t have to be expensive.” This is an example of how a product communicates its _____ with promotion. a. marketing mix b. comparative differentiation c. competitive advantage d. researchable objective e. promotional theme ANS: C A competitive advantage is the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition. It may be based on a scientific discovery, but the company didn’t create it by saying it. PTS: 1 REF: 249-250 Thinking KEY: CB&E Model Product OBJ: 16-1 TOP: AACSB Reflective MSC: BLOOMS Application 9. Vegetarians sometimes have trouble making sure they get enough protein in their diets. Protons are a new, poppable snack made with super-crunchy tofu. They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Protons’ features, including that they are organic, vegan, and cholesterol free, give the new product its: a. differential parity b. synergistic goal c. competitive advantage d. comparative benefit e. tactical objective for implementing strategy ANS: C A competitive advantage is one or more unique aspects of an organization that cause target customers to patronize that brand rather than others. PTS: 1 REF: 249-250 Thinking KEY: CB&E Model Product 10. The promotional mix consists of: a. b. c. d. e. ANS: D OBJ: 16-1 TOP: AACSB Reflective MSC: BLOOMS Application advertising, publicity, direct marketing, and personal selling public relations, direct marketing, personal selling, and publicity product, promotion, price, and place advertising, personal selling, sales promotion, and public relations advertising, telemarketing, public relations, and sales promotions The promotional mix is the combination of promotional tools––including advertising, public relations, personal selling, and sales promotion––used to reach the target market and fulfill the organization’s overall goals. PTS: 1 REF: 250 Communication KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB MSC: BLOOMS Knowledge 11. The four major promotional tools (advertising, personal selling, sales promotion, and public relations) are known collectively as the: a. communication model b. advertising campaign c. marketing mix d. publicity four e. promotional mix ANS: E These promotional mix includes the four major promotional tools of advertising, personal selling, sales promotion, and public relations. PTS: 1 REF: 250 Thinking KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB...
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