Marketing Final Exam

Evaluate its promotional strategies ans f charles

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Unformatted text preview: Model 14. If Charles Schwab Mutual Funds Investment Broker were to study its promotional strategies by looking at sales trends and market research, it would be using direct feedback to evaluate its promotional strategies. ANS: F Charles Schwab relies on indirect feedback. Direct feedback would imply immediate interaction. PTS: 1 REF: 254 Communication KEY: CB&E Model Marketing Plan OBJ: 16-3 TOP: AACSB MSC: BLOOMS Application 15. All promotions are designed to either inform, persuade, or remind the target audience. ANS: T PTS: 1 TOP: AACSB Communication MSC: BLOOMS Knowledge REF: 256 OBJ: 16-4 KEY: CB&E Model Promotion 16. Maddie’s Beverage Company has recently introduced Wateroos, eight-ounce servings of water in juice-style containers with straws, to encourage children to drink more water. Since this product is in the introductory stage of the product life cycle and as yet has no direct competition, Maddie’s promotional objective should be persuasion. ANS: F Early in the life cycle, the primary focus of promotions should be to inform consumers of the product. PTS: 1 REF: 256 Communication KEY: CB&E Model Marketing Plan OBJ: 16-4 TOP: AACSB MSC: BLOOMS Application 17. It’s been a few years since odor-free paint hit the market, and a paint manufacturer estimates the paint to be in the growth stage of its product life cycle. With all the competition in the industry today, the manufacturer should use promotions that persuade buyers of odor-free paint to purchase its brand over all others. ANS: T PTS: 1 TOP: AACSB Reflective Thinking Promotion MSC: BLOOMS Application REF: 256-257 OBJ: 16-4 KEY: CB&E Model Product| CB&E Model 18. AIDA is an acronym for attention, interest, desire, and action. ANS: T PTS: 1 TOP: AACSB Reflective Thinking REF: 257 OBJ: 16-5 KEY: CB&E Model Promotion MSC: BLOOMS Knowledge 19. A person buying a Valentine’s Day gift for a significant other is more likely to go through all of the steps in the AIDA process than a person buying a gift certificate for his or her mail carrier. ANS: T The present for Valentine’s Day is more likely to be a high-involvement purchase, and people engaged in high-involvement purchases typically go through all four stages of the AIDA process. PTS: 1 REF: 258 Thinking KEY: CB&E Model Customer OBJ: 16-5 TOP: AACSB Reflective MSC: BLOOMS Application 20. The AIDA concept can be used to explain how all promotions influence purchase decisions. ANS: F The order of stages in the model, as well as whether consumers go through all its steps, has been much debated. PTS: 1 REF: 258 Thinking KEY: CB&E Model Promotion OBJ: 16-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension 21. In terms of the AIDA process, public relations has its greatest impact in gaining attention and interest for a company, good, or service. ANS: T See Exhibit 16.4. PTS: 1 REF: 259 Thinking KEY: CB&E Model Promotion OBJ: 16-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension 22. Allyson Brown is trying...
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This document was uploaded on 09/29/2013.

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