Marketing Final Exam

16 6 top aacsb reflective msc blooms knowledge 102

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Unformatted text preview: to carry and sell particular merchandise is known as a _____ strategy. a. strong-arm b. c. d. e. kinetic pull foot-in-the-door push ANS: E This is the definition of a push strategy. PTS: 1 REF: 261-262 Thinking KEY: CB&E Model Strategy OBJ: 16-6 TOP: AACSB Reflective MSC: BLOOMS Knowledge 102. Petra McCoy has developed a product for cleaning grout called Grout-Chee. Everyone who has tried the product really appreciates how quickly it works, but McCoy is having trouble getting retail stores to carry the product. She has decided to send retailers free samples and use other trade promotions to encourage stores to carry her product. McCoy is using a(n) _____ promotional strategy. a. kinetic b. inert c. push d. advertorial e. pull ANS: C This describes a push promotional strategy. PTS: 1 REF: 261-262 Communication KEY: CB&E Model Strategy OBJ: 16-6 TOP: AACSB MSC: BLOOMS Application 103. An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers. This ad was placed by the product’s manufacturer. This ad is an example of how manufacturers use a(n) _____ strategy. a. kinetic b. pull c. inertia d. advertorial e. push ANS: E A push strategy is a marketing strategy that uses trade advertising to convince a retailer (in this case the veterinarian) to carry and sell particular merchandise. PTS: 1 REF: 261-262 Communication KEY: CB&E Model Strategy OBJ: 16-6 TOP: AACSB MSC: BLOOMS Application 104. Slatescape sells crushed slate to be used as a decorative, permanent mulch to keep weeds out of flower beds. Initially, Slatescape was marketed heavily to home owners, but after years of radio and television advertising, Slatescape has decided to put a majority of its promotion budget into personal selling and sales promotion to lawn and garden supply stores and large discount stores such as Walmart. This new strategy is a _____ strategy. a. kinetic b. push c. pull d. foot-in-the-door e. reinforcement ANS: B The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise is known as a push strategy. PTS: 1 REF: 261-262 Communication KEY: CB&E Model Strategy OBJ: 16-6 TOP: AACSB MSC: BLOOMS Application 105. Shannon Murphey wanted to increase sales at his Tyler, Texas, jewelry store, Murphey the Jeweler. After analyzing his sales figures, he decided to give away $50 gift certificates for local businesses to give to their employees. “Many people used the gift certificates as credit toward more expensive items,” explains Murphey. Murphey used a(n) _____ strategy. a. pull b. push c. kinetic d. inertia e. cash-flow ANS: A A pull strategy is a marketing strategy that stimulates consumer demand to obtain product distribution. PTS: 1 REF: 262 Communication KEY: CB&E Model Strategy OBJ: 16-6 TOP: AACSB MSC: BLOOMS Application 106. The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will be run in co...
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This document was uploaded on 09/29/2013.

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