Question 1

Advertising, sales promotion, direct marketing, and public relations are examples of _____.
A) order processing
B) personal selling
C) nonpersonal selling
D) creative selling

Accepted Answer

Advertising, sales promotion, direct marketing, and public relations are all examples of nonpersonal selling, which involves promoting products or services without direct face-to-face interaction with potential customers.

Question 2

_____ involves the use of innovative, low-cost marketing efforts to attract customer attention.
A) Trade promotion
B) Guerrilla marketing
C) Creative selling
D) Institutional marketing

Accepted Answer

Guerrilla marketing involves the use of unconventional and creative approaches to attract attention and promote a product or service, typically with low-cost tactics. Trade promotion refers to promotional activities aimed at increasing the sales of a particular product or service within a specific industry. Creative selling involves personalizing the sales approach to meet individual customer needs. Institutional marketing focuses on promoting an organization or industry as a whole, rather than a specific product or service.

Question 3

A manufacturer that sells _____ is most likely to employ personal selling.
A) scissors with a safety attachment
B) generic tea at a low cost
C) private jets to people
D) packaged chips all over the world

Accepted Answer

Selling private jets is a high-involvement purchase where the buyer may require a considerable amount of information about the product and its features. Also, the target audience for private jets is limited and exclusive, hence personal selling is the most effective way to sell the product.

Question 4

Lubex, a car lubricant manufacturer, puts a sticker on your windshield to remind you when you are due for your next oil change. This is an example of which of the following promotional strategy objectives?
A) Accentuating the product's value
B) Providing information
C) Stabilizing sales
D) Differentiating the product

Accepted Answer

The answer of Lubex, a car lubricant manufacturer, puts a...

Question 5

Explain how marketers conduct breakeven analyses.

Accepted Answer

The answer of Explain how marketers conduct breakeven analyses....

Question 6

A major portion of the U.S. advertising is designed to _____.
A) accentuate product cost
B) stimulate pork demand
C) provide information
D) differentiate products

Accepted Answer

The answer of A major portion of the U.S. advertising...

Question 7

Differentiate between pushing strategies and pulling strategies.

Accepted Answer

The answer of Differentiate between pushing strategies and pulling strategies....

Question 8

Classic Sport Inc. signs professional basketball players and footballers to promote its products. Classic Sport is using sports stars to increase sales by enhancing the public's _____demand for its brand.
A) secondary
B) selective
C) primary
D) marketplace

Accepted Answer

The answer of Classic Sport Inc. signs professional basketball players...

Question 9

In the movie, The Social Network, the actor portraying Mark Zuckerberg was featured wearing products by Gap and the North Face. This form of promotion is known as _____.
A) trade promotion
B) institutional advertising
C) creative selling
D) product placement

Accepted Answer

The form of promotion mentioned in the statement, where a product is placed in a film or TV show to increase brand visibility and recognition, is known as product placement. This is done to appeal to the target audience and create a favorable impression of the brand.

Question 10

Describe everyday low pricing (EDLP).

Accepted Answer

The answer of Describe everyday low pricing (EDLP)....

Question 11

Crabfeet, a shoe manufacturing company, wants to create increased awareness about its products. The company wants to easily measure the effectiveness of its campaign strategies to increase awareness. Which component of the promotional mix must it focus on?
A) Sales promotion
B) Advertising
C) Public relations
D) Guerrilla marketing

Accepted Answer

The answer of Crabfeet, a shoe manufacturing company, wants to...

Question 12

Assume fixed costs equal $480,000. The selling price per unit is $10, and the variable cost per unit of $8 produces a $2 per unit contribution to fixed costs. Find the breakeven point in terms of both units and in dollars.

Accepted Answer

The answer of Assume fixed costs equal $480,000. The selling...

Question 13

Explain why companies and consumers often prefer sweepstakes to contests or games as a form of promotion.

Accepted Answer

The answer of Explain why companies and consumers often prefer...

Question 14

Describe profitability objectives. How do some companies maintain prices while still increasing profitability?

Accepted Answer

The answer of Describe profitability objectives. How do some companies...

Question 15

When firms try to differentiate their products, they often apply a concept known as _____.
A) product valuation
B) personal selling
C) the marketing mix
D) positioning

Accepted Answer

Positioning is the process by which a firm creates a distinct image and identity for its products in the minds of consumers. It involves identifying the unique attributes of the product and promoting them in a way that sets it apart from competitors. This is often done through advertising, packaging, and branding strategies, among others. While the other options may be relevant to marketing strategies, they do not specifically address the concept of product differentiation.

Question 16

In an effort to boost the entire pork industry in the U.S., the National Pork Board sponsors an advertisement stating, "Pork: The Other White Meat." This type of promotion is trying to develop _____.
A) primary demand
B) media containment
C) name recognition
D) media dominance

Accepted Answer

The advertisement is trying to create primary demand, which is the promotion of an entire industry rather than just one specific brand or product. By promoting pork as a whole, the National Pork Board is trying to increase overall demand for all pork products. Choices B, C, and D are not relevant to the scenario.

Question 17

Describe the relationship between price and quality.

Accepted Answer

The answer of Describe the relationship between price and quality....

Question 18

Integrated marketing communications would include all of the following EXCEPT _____.
A) direct mail
B) sales promotions
C) public relations
D) distribution

Accepted Answer

Distribution is not a communication tool, but rather a logistical aspect of marketing. Integrated marketing communications involves the coordination of various communication tools, such as advertising, personal selling, public relations, sales promotions, and direct marketing, to deliver a consistent and persuasive message to target audiences.

Question 19

Micord, an automobile manufacturer, is running ads emphasizing that it offers longer warranties than other automobile companies. This is an example of which of the following promotional strategy objectives?
A) Accentuating the product's value
B) Providing information
C) Stabilizing sales
D) Differentiating the product

Accepted Answer

The answer of Micord, an automobile manufacturer, is running ads...

Question 20

A company includes an instant coupon as part of its product's package that gives buyers a discount on the product's retail price. What is the company attempting to do?
A) Increase sales
B) Provide negative information about its competitors
C) Stabilize sales by employing personal selling
D) Differentiate the product

Accepted Answer

The company is attempting to increase sales by providing a discount to buyers.

Quiz 13: Promotion and Pricing Strategies

Advertising, sales promotion, direct marketing, and public relations are examples of _____.

_____ involves the use of innovative, low-cost marketing efforts to attract customer attention.

A manufacturer that sells _____ is most likely to employ personal selling.

Lubex, a car lubricant manufacturer, puts a sticker on your windshield to remind you when you are due for your next oil change. This is an example of which of the following promotional strategy objectives?

Explain how marketers conduct breakeven analyses.

A major portion of the U.S. advertising is designed to _____.

Differentiate between pushing strategies and pulling strategies.

Classic Sport Inc. signs professional basketball players and footballers to promote its products. Classic Sport is using sports stars to increase sales by enhancing the public's _____demand for its brand.

In the movie, The Social Network, the actor portraying Mark Zuckerberg was featured wearing products by Gap and the North Face. This form of promotion is known as _____.

Describe everyday low pricing (EDLP).

Crabfeet, a shoe manufacturing company, wants to create increased awareness about its products. The company wants to easily measure the effectiveness of its campaign strategies to increase awareness. Which component of the promotional mix must it focus on?

Assume fixed costs equal $480,000. The selling price per unit is $10, and the variable cost per unit of $8 produces a $2 per unit contribution to fixed costs. Find the breakeven point in terms of both units and in dollars.

Explain why companies and consumers often prefer sweepstakes to contests or games as a form of promotion.

Describe profitability objectives. How do some companies maintain prices while still increasing profitability?

When firms try to differentiate their products, they often apply a concept known as _____.

In an effort to boost the entire pork industry in the U.S., the National Pork Board sponsors an advertisement stating, "Pork: The Other White Meat." This type of promotion is trying to develop _____.

Describe the relationship between price and quality.

Integrated marketing communications would include all of the following EXCEPT _____.

Micord, an automobile manufacturer, is running ads emphasizing that it offers longer warranties than other automobile companies. This is an example of which of the following promotional strategy objectives?

A company includes an instant coupon as part of its product's package that gives buyers a discount on the product's retail price. What is the company attempting to do?