27. Perhaps the most logical budget-setting method is the ________ method because it is based on spending necessary to accomplishing specific promotion goals. a. percentage-of-sales b. affordable c. competitive-parity d. objective-and-task e. exponential smoothing 28. The salesperson meets the customer for the first time in the ________ step of the selling process. 29. B2B uses all of the following online resources to reach new business customers exceptwhich one? 30. A firm normally gets into international marketing by simply shipping out its goods. If its international sales expand, the company organizes a(n)
Part II: Short Answer (55 marks) Answer any five of the following eight short-answer questions. Each response is worth eight marks. If you answer more than five questions, only the first five will be marked. Each question is worth 11 marks. 31. How can marketers promote brands by using event marketing? 32. Briefly explain the wheel-of-retailing concept. 33. Name and describe the four major steps in media selection. 34. Discuss the three forms of countertrade and provide an example of each. 35. What should a firm consider when deciding whether or not to respond to a price change by a competitor? 36. What are consumer's biggest fears when it comes to online security? 37. Explain how the message source affects consumers' perceptions of the message. 38. When would an exclusive dealing contract be legally problematic?
MKTG 396 Sample Final Examination Key PART I 1.d. gathering marketing intelligence about competitors2.d. Total costs / fixed and variable costs3.d. Many public relations professionals see their jobs as simply communicating, not necessarily brand building.4.c. the Internet and other technologies5.e. consumer lifestyles, beliefs, and values6.e. distinctive7.d. Competitors respond with their own ads, which often results in negative publicity for both brands.8.c. customer service9.b. industrial distributors10.c. integrated marketing communication11.c. deciding how to enter the market12.b. identifying what consumers want from the channel13.b. communication effects14.d. network television advertising15.d. cross-functional, cross-company teams16.b. category killer17.b. tariffs18.a. multichannel distribution systems
19.b. divisional managers20.a. pop-up21.a. product bundle22.c. factory outlets23.d. cost competitive and efficient24.c. perceived value25.a. kiosks26.b. sales contests27.d. objective-and-task28.d. approach29.b. social networks30.c. export departmentPART II 31. They can create their own brand-marketing events or serve as sole or participating sponsors of events created by others. The events might include anything from mobile brand tours to festivals, reunions, marathons, concerts, or other sponsored gatherings. Event marketing is huge, and it may be the fastest-growing area of promotion.