Marketing Final Exam

Risks for consumers the mix should concentrate on

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Unformatted text preview: to develop a promotional mix for her firm’s new product, a sophisticated modular sunporch designed for use all year. She reasons that because her product is complex and carries high financial risks for consumers, the mix should concentrate on personal selling. ANS: T PTS: 1 TOP: AACSB Reflective Thinking Promotion MSC: BLOOMS Application REF: 259 OBJ: 16-6 KEY: CB&E Model Product| CB&E Model 23. A blend of more advertising and sales promotion and less personal selling is useful when the target market is informed, loyal to the product in question, and geographically widely scattered. ANS: T PTS: 1 TOP: AACSB Communication MSC: BLOOMS Comprehension REF: 260 OBJ: 16-6 KEY: CB&E Model Customer 24. Lansky sells 60 different knife and garden tool sharpeners. It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener. Lansky is using a push strategy. ANS: T PTS: 1 TOP: AACSB Communication MSC: BLOOMS Application REF: 261-262 OBJ: 16-6 KEY: CB&E Model Marketing Plan 25. Marketers typically use either a push or a pull strategy exclusively. ANS: F Companies rarely use one or the other exclusively. The strategy that best supports their promotional objectives (usually in combination) is what is selected. PTS: 1 REF: 262 OBJ: 16-6 Thinking KEY: CB&E Model Strategy| CB&E Model Promotion Comprehension TOP: AACSB Reflective MSC: BLOOMS 26. From the consumer’s point of view, a company’s communications are already integrated, no matter how the company itself defines them. ANS: T PTS: 1 TOP: AACSB Communication MSC: BLOOMS Comprehension REF: 262 OBJ: 16-7 KEY: CB&E Model Promotion 27. One of the reasons for the growing popularity of integrated marketing communications is the proliferation of thousands of new media choices. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 263 OBJ: 16-7 KEY: CB&E Model Promotion MULTIPLE CHOICE 1. _____ is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. a. Distributive communication b. Perceptual communication c. Statistically provable advertising d. Promotion e. Publicity ANS: D This is the definition of promotion. PTS: 1 REF: 249 Communication KEY: CB&E Model Promotion OBJ: 16-1 TOP: AACSB MSC: BLOOMS Knowledge 2. Rosarita is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. Rosarita is developing a: a. b. c. d. e. promotional strategy set of promotion goals marketing mix communication mix selling plan ANS: A Promotional strategy is a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion. PTS: 1 REF: 249 Thinking KEY: CB&E Model Promotion OBJ: 16-1 TOP: AACSB Reflective MSC: BLOOMS Application 3. In 2008, the NBC television network used advertising, personal...
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This document was uploaded on 09/29/2013.

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