Marketing Final Exam

Business traveler lumbering into the airport during a

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Unformatted text preview: railroad cars, targets business travelers, who, Amtrak says, incorrectly believe the train takes far longer than the airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm. The announcer says, “Schedule a meeting. Take the shuttle. Then cross your fingers.” The poor soul looks up at the departure board and sees a row of “Canceled” signs. The announcer continues, “Schedule a meeting. Take the Metroliner. Then cross your legs.” 127. Refer to Amtrak. The means by which Amtrak communicates with business travelers about the merits and characteristics of the Metroliner is called: a. distribution b. direct marketing c. promotion d. publicity e. personal selling ANS: C Promotion is the means by which businesses communicate with their target audiences. PTS: 1 REF: 249 Thinking KEY: CB&E Model Strategy OBJ: 16-1 TOP: AACSB Reflective MSC: BLOOMS Application 128. Refer to Amtrak. The plan to optimally utilize television, radio, print, and out-of-home vehicles to target business travelers is called a: a. promotional strategy b. marketing mix c. promotion goal d. selling plan e. publicity plan ANS: A A promotional strategy is a plan for the optimal use of the elements of promotion. PTS: 1 REF: 249 Thinking KEY: CB&E Model Strategy OBJ: 16-1 TOP: AACSB Reflective MSC: BLOOMS Application 129. Refer to Amtrak. Amtrak’s campaign stresses that the Metroliner is more comfortable and more likely to be on time and run in inclement weather. The promotional campaign focuses on Amtrak’s: a. superior skill set b. special feature c. tactical strategy d. differential parity e. competitive advantage ANS: E A competitive advantage is the unique set of features of a company and its products. PTS: 1 REF: 249 OBJ: 16-1 Thinking KEY: CB&E Model Product| CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Application 130. Refer to Amtrak. Amtrak’s campaign is designed to communicate to a large audience via television, radio, and print. This is an example of _____ communication. a. mass b. clutter c. interpersonal d. intrapersonal e. public ANS: A Mass communication involves communicating to large audiences, usually through a mass medium such as television or newspaper. PTS: 1 REF: 252 Thinking KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Application 131. Refer to Amtrak. Amtrak originated the new campaign. Amtrak represents the _____ in the communication process. a. promotional impetus b. decoder c. sender d. channeler e. receiver ANS: C The sender is the originator of the message in the communication process. PTS: 1 REF: 253 Thinking KEY: CB&E Model Strategy OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Application 132. Refer to Amtrak. Television, radio, print, and out-of-home media represent the _____ in the communication process used by Amtrak. a. feedback loop b. chan...
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