Marketing Final Exam

Design plans its promotion for its new chalkboard

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Unformatted text preview: B&E Model Promotion OBJ: 16-6 TOP: AACSB Reflective MSC: BLOOMS Evaluation 92. Frigo Design has developed easy-to-install panel sets to update any refrigerator, dishwasher, or compactor made since 1942. As Frigo Design plans its promotion for its new chalkboard panels, which of the following factors will be likely to affect its promotional mix? a. Its chalkboard panels are a new product. b. Its chalkboard panels are targeted to families with school-age children. c. Its chalkboard panels are easy to install. d. Its panels fit any refrigerator, dishwasher, or compactor made since 1942. e. All of these factors will affect Frigo’s promotional mix. ANS: E Nature of the product, target market, and product life cycle stage are all factors that would affect the choice of promotional mix elements. PTS: 1 REF: 259 OBJ: 16-6 Communication KEY: CB&E Model Product| CB&E Model Promotion TOP: AACSB MSC: BLOOMS Application 93. The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are: a. public relations and reminder advertising b. sales promotion and public relations c. personal selling and persuasive advertising d. sales promotion and personal selling e. informational advertising and publicity ANS: C During the growth stage, advertising and public relations remain strong, sales promotion declines in importance, and personal selling is used. Advertising is persuasive. PTS: 1 REF: 259 Thinking KEY: CB&E Model Promotion OBJ: 16-6 TOP: AACSB Reflective MSC: BLOOMS Comprehension 94. Because automobile tires are in the maturity stage of their product life cycle, the promotional mix element _____ should NOT be emphasized in the marketing of this product. a. public relations b. persuasive advertising c. sales promotion d. reminder advertising e. personal selling ANS: A During the maturity stage, persuasive and reminder advertising are emphasized, as well as sales promotion. Personal selling is maintained, while the usefulness of public relations is doubtful. See Exhibit 16.5. PTS: 1 REF: 260 OBJ: 16-6 Thinking KEY: CB&E Model Strategy| CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Analysis 95. For products like audio cassette tapes (which are in the decline stage of the product life cycle): a. persuasive advertising is commonly used b. heavy public relations is used to maintain brand loyalty c. personal selling should be used to obtain distribution d. sales promotion is used to build market share e. none of these is true ANS: E See Exhibit 16.5. PTS: 1 REF: 260 OBJ: 16-6 Communication KEY: CB&E Model Product| CB&E Model Promotion TOP: AACSB MSC: BLOOMS Analysis 96. Fans of Cheerwine cherry-flavored cola are able to explain why Cheerwine is superior to any other type of cherry cola. They are scattered throughout the southeastern United States and are extremely brand loyal. The characteristics of this target market indicate that a promotional mix with _____ should...
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This document was uploaded on 09/29/2013.

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