Communication activities that provide extra incentives to customers or the sales force
to achieve a short-term objective are called:
A) sales promotion.
B) advertising.
C) integrated marketing communication.
D) public relations.
The senior citizen discounts given at movie theaters and quantity discounts on personal
computers given to large customers are examples of:
A) price bundling.
B) complementary pricing.
C) price discrimination.
D) value pricing.
Which of the following types of coupons is located on the outside of the package and
can be used for a subsequent purchase?
A) free-standing inserts
B) on-package coupons
C) in-package coupon
D) cross-ruff coupon
Communications for which the sponsoring organization does not pay are known as:
A) trade promotions.
B) advertising.
C) consumer-oriented promotions.
D) public relations.
________ are spread out over many years and sometimes different products.
A) Development costs
B) Overhead costs
C) Variable costs
D) Direct fixed costs
Identify the product-oriented promotion where free merchandise is provided with a
purchase or some free or reduced-price item for which the buyer must send in
proof-of-purchase, with or without money.
A) sweepstakes
B) premiums
C) sampling
D) off-invoice allowances
Organizational marketing is also known as:
A) industrial marketing.
B) company marketing.
C) consumer marketing.
D) service marketing.
The purpose of performing an audit of the plan is:
A) to reveal why something went wrong and what can be improved the next time.
B) to frame the objectives and strategies associated with the marketing plan.
C) to finalize the financial resource and the budget of the marketing plan.
D) to assess expenditure budgets, along with labor, raw material, and other assigned
costs.
Which of the following best describes retailers’ scarce resources?
A) employees
B) selling space
C) available product
D) technology
Which of the following best describes reference price?
A) price offered by another player in the same market
B) price advertised for the product on mass media
C) an internal standard against which observed prices are compared
D) the lowest possible price for the service offered
The rationale behind ________ is that larger sales mean fixed costs of operations can be
spread over more units, which lowers average unit costs.
A) repositioning
B) differentiation
C) experience curve
D) economies of scale
________ is a popular survey instrument that measures service quality by grouping
questions into five categories of service quality.
A) SERVQUAL
B) RATER
C) CATI
D) Sampling frame
Which of the following explains stretching out the life cycle?
A) Increasing the duration of the present stage of the PLC.
B) Using the strategies of the previous stage in the next stage.
C) Looking ahead to the next stage and planning changes in the product.
D) Using the strategies of the decline stage in the growth stage.