One objective of consumer sales promotion techniques is to encourage patronage for a
specific retail store.
a. True
b. False
When encoding a message, the source should use signs or symbols that are new to the
audience.
a. True
b. False
Toyota, a car manufacturing company, has developed aluminum car bodies that are 100
percent recyclable and light enough to help conserve fuel. What kind of response is this
toward environmental forces?
a. Proactive
b. Competitive
c. Reactive
d. Inactive
e. Controllable
Heinz uses various techniques such as coupons, free samples, and consumer contests to
encourage consumers to try its products. All of these marketing activities are
considered:
a. trade sales promotion methods.
b. consumer incentives.
c. consumer sweepstakes.
d. buying allowances.
e. consumer sales promotion methods.
Laura, a junior marketing executive at MegaGrain Cereals suggests increasing the
package size and price of its best-selling brand without increasing the amount of cereal
inside the box. Her superior warns that this might be a bad idea because MegaGrain’s
long-term survival, like most companies, depends on:
a. cost-cutting measures.
b. continually selling to new customers and markets.
c. creating and maintaining satisfying exchange relationships.
d. high-volume, low-margin sales.
e. increasing shelf space for their brands.
Scenario2.2
Use the following to answer the questions. EXperience Limited is a company which
offers tours and vacations that include participation in an extreme sport, such as
hang-gliding, bungee jumping, skydiving, and motocross. Adrian Moss, EXperience
Limited’s owner, has just finished developing the strategic plan, including marketing
objective of growing his customer base by 15% during the coming year. He believes
that the best way of reaching that objective is to advertise to the college-aged student.
In the past, the majority of his sales have been to males under the age of 29,
participating in hang-gliding and bungee jumping at various tourist locations. He wants
to expand his skydiving and motocross tours, but isn’t sure whether or not the expansion
will be profitable. He currently has a database containing all the customers who have
gone on a hang-gliding or bungee jumping vacation with his company.
The college students represent EXperience Limited’s .
a. internal customers
b. customer relationships
c. market share
d. market mix
e. target market
How a pair of jeans looks, regardless of the price, is an example of styling.
a. True
b. False
During the maturity stage, .
a. product modifications are unnecessary
b. less emphasis is on changing a product’s price
c. profits continue to rise
d. the sales curve peaks and starts to decline
e. the advertising expenditures are limited
A market share objective:
a. is not recommended when sales for the total industry are declining.
b. is not especially useful when sales for the total industry are increasing. c. is not
especially useful when sales for the total industry are flat.
d. can be used primarily in an industry where total sales are increasing.
e. can be used effectively whether total industry sales are rising or falling.
In ______sampling, there is no way to calculate the likelihood that a specific element of
the population being studied will be chosen.
a. population
b. random
c. stratified
d. probability
e. nonprobability
Questor Corporation owns the Spalding brand name but does not produce a single golf
club or tennis ball. This arrangement is an example of_____ .
a. exporting
b. trading
c. joint venture
d. strategic alliance
e. licensing
A(n) is a collection of information arranged for easy access and retrieval.
a. database
b. marketing interpretation system
c. marketing decision support system
d. online information service
e. e-mail system
Electronics Pro is a company that manufactures CD drives for laptop computers which
are sold to major computer producers. Electronics Pro realizes that CD drives are most
likely in the decline stage of the product life cycle. Which of the following steps can the
company take with regard to its CD drive product?
a. Reintroduce the product
b. Increase product promotion
c. Attempt to postpone the decline
d. Reinvest in the brand
e. Phase out the product