Marketing Final Exam

The books indestructibility this represents the

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Unformatted text preview: features. Martin has been having problems getting retailers to stock his new product. It is Martin’s hope that consumers will go to their local bookstores and ask for the RugRatReaders. 122. Refer to RugRatReaders. In all of Martin’s ads, he will emphasize the books’ indestructibility. This represents the product’s: a. tactical advantage b. c. d. e. competitive advantage feedback promotional result objective strategy ANS: B A competitive advantage is the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition. PTS: 1 REF: 249 OBJ: 16-1 Thinking KEY: CB&E Model Strategy| CB&E Model Product TOP: AACSB Reflective MSC: BLOOMS Application 123. Refer to RugRatReaders. Martin’s choice of radio as his promotional tool is based on the fact that it is a one-way mass communication vehicle. Radio is most commonly used with which promotional mix element? a. Public relations b. Advertising c. Direct marketing d. Sales promotion e. Sponsorship ANS: B Advertising is any form of impersonal, one-way communication paid for by the sponsor. Radio is an example of an advertising medium. PTS: 1 REF: 250 Thinking KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB Reflective MSC: BLOOMS Application 124. Refer to RugRatReaders. The promotional campaign Martin is utilizing is designed to accomplish which basic promotional task? a. Rewarding b. Persuading c. Informing d. Influencing e. Reminding ANS: C Informative promotion is important for a new product and more prevalent during the early stages of the product life cycle. PTS: 1 REF: 256 Thinking KEY: CB&E Model Strategy OBJ: 16-4 TOP: AACSB Reflective MSC: BLOOMS Application 125. Refer to RugRatReaders. According to the AIDA model, the first step Martin must achieve with his target market is: a. Attention b. Interest c. d. e. Liking Desire Action ANS: A The first step in AIDA is to draw customers’ attention to the product. PTS: 1 REF: 257 Thinking KEY: CB&E Model Strategy OBJ: 16-5 TOP: AACSB Reflective MSC: BLOOMS Application 126. Refer to RugRatReaders. In attempting to get consumers to ask the retailer for his product, Martin is using a _____ promotional strategy: a. push b. pull c. kinetic d. publicity e. reinforcement ANS: B A pull strategy stimulates consumer demand to obtain product distribution. PTS: 1 REF: 262 Thinking KEY: CB&E Model Strategy OBJ: 16-6 TOP: AACSB Reflective MSC: BLOOMS Application Amtrak Amtrak is taking the gloves off in advertisements and belittling its major competition, which is the airline shuttles. Amtrak’s new name for its Metroliner is The Smart Shuttle. Gone are ads that were inwardly directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings “eyeball-to-eyeball.” The campaign, which includes television, radio, print, billboards, and posters in commuter...
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