Marketing Final Exam

People for the ethical treatment of animals peta both

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Unformatted text preview: ing a strong organizational image e. engaging in postpurchase communications ANS: A Franchising is a distribution decision. PTS: 1 REF: 193 Thinking KEY: CB&E Model Promotion OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Analysis 60. Sir Paul McCartney and Alicia Silverstone are two of the many celebrities serving as spokespeople for the animal rights group People for the Ethical Treatment of Animals (PETA). Both are committed to vegetarianism. In terms of promotion strategy, they will be considered a(n) _____ information source. a. cue control b. nonsource-controlled c. impersonal d. remote e. personal ANS: E A personal information source is someone consumers are familiar with, such as celebrities. PTS: 1 REF: 193 Thinking KEY: CB&E Model Promotion OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Application 61. Allstate Insurance says “You’re in good hands with Allstate,” and Prudential Life Insurance shows a rock in its commercials because it wants to convey stability. These companies are using what type of promotion strategy? a. Stressing tangible cues b. Stressing homogeneity c. Using personal information sources d. Providing packaging cues e. Communicating service integration signals ANS: A A tangible cue is a concrete symbol, like hands or a rock, of the service offering. PTS: 1 REF: 193 Thinking KEY: CB&E Model Promotion OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Application 62. The three categories of pricing objectives for services are: a. sales-, quality-, and location oriented b. quality-, value-, and consumer oriented c. revenue-, operations-, and patronage oriented d. turnover-, volume-, and capacity oriented e. equity-, cost-, and revenue oriented ANS: C The three categories of pricing strategies are revenue-, operations-, and patronage-oriented pricing. PTS: 1 REF: 194 Thinking KEY: CB&E Model Pricing OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 63. A focus on maximizing the surplus of income over costs is a(n) _____ pricing objective for service firms. a. revenue-oriented b. operations-oriented c. market-share–oriented d. patronage-oriented e. service-quality ANS: A This is a description of a revenue-oriented pricing objective. PTS: 1 REF: 194 OBJ: 12-4 TOP: AACSB Reflective Thinking KEY: CB&E Model Pricing MSC: BLOOMS Knowledge 64. Determining costs can be extremely difficult for a service provider who has adopted a(n) _____ pricing objective and may limit the usefulness of the objective. a. market-share–oriented b. operations-oriented c. revenue-oriented d. patronage-oriented e. break-even ANS: C Revenue-oriented objectives require calculations of income and costs, which can be difficult for many services. PTS: 1 REF: 194 Thinking KEY: CB&E Model Pricing OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 65. Which service pricing objective seeks to match supply and demand by varying prices? a. Revenue oriented b. Operations oriented c. Patronage oriented d. Externally oriented e. E...
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This document was uploaded on 09/29/2013.

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