One way for a company to measure the effectiveness of its publicity-based public
relations efforts is to:
a. tabulate the equivalent in advertising dollars if the time and space were purchased.
b. ask for return of reply cards.
c. calculate market share increase.
d. count the number of exposures in the media.
e. conduct an environmental audit of media alternatives.
Positive and negative online reviews act as reputation enhancers.
a. True
b. False
iPod is the of the MP3 player made by Apple, Inc. a. trade name
b. brand mark
c. trade label d. brand
e. identifier
If promotion is successful at stimulating demand, it will tend to increase prices.
a. True
b. False
Alli Inc. segments its diet pills based on those who have morning cravings, those who
tend to overeat near the end
of the day, those who need all day long appetite suppression, and those who want
appetite control and more energy. This is an example of market segmentation based on
variables of:
a. demographics.
b. lifestyles.
c. psychographics.
d. behavior.
e. personality characteristics.
Scenario 12.3
Use the following to answer the questions.
Glenwood Pet Hospital is considering implementing a new pricing strategy for its
veterinarian services. After reviewing the previous three years’ revenue, Glenwood
finds that most of its customers bring their pets in for the required annual vaccinations
only if the animal is ill. Glenwood’s objective is to generate more income per customer
on an annual basis. The hospital has previously priced its services by charging a flat fee
for the office visit, a fee for each vaccine, and a fee for each type of examination
beyond the basic office visit. Most customers pay the flat office fee and a fee for a
rabies vaccine. Glenwood is now considering a new plan where the pet owner would
pay one fee that would cover an office visit, the required rabies vaccine, and additional
vaccines that prevent
heartworm, kennel-cough, and fleas. Glenwood hopes to encourage the pet owners to
view their pet’s health as part of a prevention program, rather than a one-time annual
visit.
Refer to Scenario 12.3. Glenwood has decided that it is going to offer a special package
if the prevention plan is purchased within the first 30 days of each year’s time for
vaccinations. This type of pricing strategy would be an example of:
a. customary pricing.
b. secondary-market pricing.
c. introductory pricing.
d. periodic discounting.
e. random discounting.
The main reason a manufacturer will prohibit intermediaries from selling its products
outside designated sales territories is to:
a. tighten its control over distribution of its products.
b. discourage competition from other manufacturers.
c. incorporate selective distribution.
d. contain distribution costs.
e. punish intermediaries for past behavior.
Advertisements that encourage customers to send in reply cards for additional
information aids salespeople in
_____.
a. convincing prospects to buy
b. finding prospects
c. keeping customers satisfied
d. making presentations
e. following up the sale
Marketing managers can take each of the following corrective actions for reducing a
discrepancy between established performance standards and actual performance except:
a. improving actual performance.
b. reducing the performance standard.
c. totally changing the performance standard.
d. changing the marketing strategy.
e. coordinating a new step in performance analysis.
Schwinn has developed a new bicycle that has the strongest and lightest-weight frame
of any bicycle outside of those made for racing. Furthermore, Schwinn has added
several new features to its bike that are attractive to individuals who work as ‘œbike
messengers’ in large, urban cities. Since no other company makes a bike that has these
specific attributes, Schwinn is creating a:
a. commercialization.
b. brand extension.
c. product line.
d. product position.
e. product differentiation.
It is unusual for consumers to be members of several social networking sites at once.
a. True
b. False