Question 1

The following are two elements of the marketing mix: ________ is informing,persuading,and influencing a purchase decision;________ is the exchange value for a good or service.
A)creative selling;order processing
B)personal selling;non-personal selling
C)promotion;price
D)pushing strategy;pulling strategy

Accepted Answer

Promotion refers to informing, persuading, and influencing a purchase decision, while price refers to the exchange value for a good or service. Options A, B, and D are all incorrect because they either do not accurately describe these two elements of the marketing mix or are not distinct elements of the marketing mix.

Question 2

Explain what point-of-purchase (POP)advertising is and why it is effective.

Accepted Answer

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Question 3

Assume fixed costs equal $480,000.The price per unit is $10,and the variable cost per unit equals $8.Find the breakeven point in terms of both units sold and sales revenue.

Accepted Answer

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Question 4

Jiffy Lube puts a sticker on your windshield to remind you when you are due for your next oil change.This is an example of which promotional strategy objective?
A)accentuate the product's value
B)provide information
C)stabilize sales
D)differentiate the product

Accepted Answer

The answer of Jiffy Lube puts a sticker on your...

Question 5

Explain the differences between public relations and publicity.

Accepted Answer

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Question 6

The buyer-seller communication in _________ occurs during a face-to-face meeting or via telephone,videoconference,or interactive computer link.
A)Non-personal selling
B)Promotional strategy
C)Integrated marketing communications
D)Personal selling

Accepted Answer

Personal selling involves direct communication between the buyer and the seller, which can occur through a face-to-face meeting or various forms of technology-mediated communication such as telephone, video conference, or interactive computer link. Non-personal selling, on the other hand, involves promotion through mass media channels such as television, radio, or print advertising, and does not involve direct communication with the buyer. Promotional strategy and integrated marketing communications refer to broader marketing concepts that involve various promotional and communication tactics, including personal selling, to achieve marketing objectives.

Question 7

When a pharmaceutical company uses the phrase "ask your doctor" in its ads,the company is using a ________ strategy to appeal directly to the public instead of physicians alone.
A)pulling
B)public relations
C)promotion
D)pushing

Accepted Answer

"Ask your doctor" is a classic example of a pulling strategy where a company attempts to generate demand for its product by directly targeting the end consumer, who in turn will ask their healthcare provider for the product. This is done to bypass the traditional "pushing" strategy where companies promote their products to healthcare providers directly.

Question 8

Explain how marketers use breakeven analysis.

Accepted Answer

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Question 9

Describe everyday low pricing (EDLP).

Accepted Answer

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Question 10

A pushing promotional strategy is ________.
A)designed to promote one item at a time and place it near the location of the actual purchase decision
B)designed to encourage consumers to ask for the product if the retailer does not carry it
C)primarily used when goods or services are marketed to the ultimate consumer
D)designed to market the product,product line,or service to wholesalers and retailers

Accepted Answer

A pushing promotional strategy is designed to market the product, product line, or service to wholesalers and retailers. It involves using advertising and personal selling to convince intermediaries to carry and promote the product to the end consumer. This strategy is particularly useful when dealing with complex products or ones with a high degree of customization, as intermediaries can provide valuable assistance with sales, distribution, and service.

Question 11

A company includes an "instant coupon" as part of a product's package,giving the buyer a reduction off the retail price.What is the company attempting to do?
A)increase sales
B)provide information
C)stabilize sales
D)differentiate the product

Accepted Answer

The company is attempting to increase sales by offering a reduction off the retail price through the use of an "instant coupon". This tactic can encourage buyers to purchase the product, as they feel like they are getting a deal or discount on the item.

Question 12

When a firm tries to differentiate its products,it often applies a concept known as ________.
A)product valuation
B)personal selling
C)the marketing mix
D)positioning

Accepted Answer

When a firm tries to differentiate its products, it often applies the concept of positioning. Positioning refers to the way a company presents its products to consumers in a unique and favorable way, setting them apart from competitors. This involves creating a perception of the product in the mind of the consumer that is attractive and differentiated from other products on the market.

Question 13

Promotion that is aimed at the ultimate consumer with the goal of generating demand for the good or service is based on a(n)________.
A)cooperative strategy
B)pulling strategy
C)pushing strategy
D)emphasis on personal selling

Accepted Answer

A pulling strategy is aimed at generating demand for the product from the end consumer by creating a desire or need for the product. This is typically done through advertising, promotions, and other marketing efforts that target the end consumer.

Question 14

Ford is running ads emphasizing that it offers longer warranties than other automobile companies.This is an example of which promotional strategy objective?
A)accentuate the product's value
B)provide information
C)stabilize sales
D)differentiate the product

Accepted Answer

The answer of Ford is running ads emphasizing that it...

Question 15

Describe market based pricing and how it is used by companies.

Accepted Answer

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Question 16

Explain the difference between trade-oriented promotions and consumer-oriented promotions.Provide an example of each.

Accepted Answer

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Question 17

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 component of integrated marketing communications. Integrated marketing communications includes all aspects of promoting a brand or product to the target audience, including advertising, public relations, sales promotions, direct mail, and digital marketing. Distribution refers to the way in which products are delivered to the target audience and is typically handled separately from promotional activities.

Question 18

Melissa is a marketing manager for the Small Business Network at American Express and regularly sends materials to various companies to participate in credit card promotions.Melissa is employing a ________ strategy.
A)sales promotion
B)pulling
C)public relations
D)pushing

Accepted Answer

Melissa is using a "pushing" strategy, where she is pushing the credit card promotions onto the companies rather than waiting for them to come to the promotions themselves (which would be a "pulling" strategy). This is often done in B2B marketing and can involve tactics like direct mail, personal selling, and trade shows. Sales promotion and public relations are also components of a marketing strategy, but they do not specifically refer to a pushing or pulling approach.

Question 19

A major portion of U.S.advertising is designed to ________.
A)accentuate product value
B)increase sales
C)provide information
D)differentiate the product

Accepted Answer

The main objective of advertising is to increase sales and generate revenue. While the other options (accentuate product value, provide information, differentiate the product) are also important functions of advertising, they all ultimately serve the goal of increasing sales.

Question 20

What is sales promotion? Give some examples of common sales promotion techniques.

Accepted Answer

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Quiz 13: Promotion and Pricing Strategies

The following are two elements of the marketing mix: is informing,persuading,and influencing a purchase decision; is the exchange value for a good or service.

Explain what point-of-purchase (POP)advertising is and why it is effective.

Assume fixed costs equal $480,000.The price per unit is $10,and the variable cost per unit equals $8.Find the breakeven point in terms of both units sold and sales revenue.

Jiffy Lube puts a sticker on your windshield to remind you when you are due for your next oil change.This is an example of which promotional strategy objective?

Explain the differences between public relations and publicity.

The buyer-seller communication in _________ occurs during a face-to-face meeting or via telephone,videoconference,or interactive computer link.

When a pharmaceutical company uses the phrase "ask your doctor" in its ads,the company is using a ________ strategy to appeal directly to the public instead of physicians alone.

Explain how marketers use breakeven analysis.

Describe everyday low pricing (EDLP).

A pushing promotional strategy is ________.

A company includes an "instant coupon" as part of a product's package,giving the buyer a reduction off the retail price.What is the company attempting to do?

When a firm tries to differentiate its products,it often applies a concept known as ________.

Promotion that is aimed at the ultimate consumer with the goal of generating demand for the good or service is based on a(n) ________.

Ford is running ads emphasizing that it offers longer warranties than other automobile companies.This is an example of which promotional strategy objective?

Describe market based pricing and how it is used by companies.

Explain the difference between trade-oriented promotions and consumer-oriented promotions.Provide an example of each.

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

Melissa is a marketing manager for the Small Business Network at American Express and regularly sends materials to various companies to participate in credit card promotions.Melissa is employing a ________ strategy.

A major portion of U.S.advertising is designed to ________.

What is sales promotion? Give some examples of common sales promotion techniques.