Most pricing objectives based on available when prices are set.
a. market share
b. cash flow
c. return on investment
d. survival
e. profit are achieved by trial and error because not all cost and revenue data are
Demand-based pricing relies on information concerning peak demand and off-peak
demand of a particular service.
a. True
b. False
When Fiat offers to let qualified buyers test drive the new Fiat Doblo Van, the dealer is
trying to stimulate the stage of the product adoption process.
a. awareness
b. interest
c. evaluation
d. trial
e. adoption
Brianna owns and operates a gift and interior store called The Gingerbread House. She
works hard to put together beautiful arrangements and displays throughout the store and
always features a burning scented candle and light music. She hopes these efforts will
encourage her customers to buy more. Brianna is focusing on .
a. atmospherics
b. retail positioning
c. location
d. scrambled merchandising
e. value-pricing
Relying on executive judgment for forecasting may be adequate when:
a. levels of marketing efforts put forth by competitors vary considerably.
b. recent events give the executive specific impressions of product demand.
c. product demand is erratic.
d. the executive conducts surveys.
e. the executive has considerable experience and product demand is relatively stable.
In the consumer buying decision process, the information search stage:
a. yields a group of brands that a buyer views as possible alternatives.
b. involves a buyer becoming aware of the need for a product.
c. is not necessary when the buyer is involved in extensive decision making.
d. occurs immediately after evaluation of alternatives.
e. is lengthy for routine response buying behavior.
Shannon Hill needed to buy an airline ticket to visit her parents. She went to several
websites to compare rates and chose a flight on Southwest Air Lines because, for a
similar price to other airlines, it had a better reputation for service. For Shannon, this
flight is an example of which type of product?
a. Shopping
b. Convenience
c. Specialty
d. Unsought
e. Durable
During a one-minute television ad for Nike, the National Weather Service interrupts to
announce a flash flood warning for surrounding counties. Such an occurrence is an
example of__________-in the communication process.
a. encoding
b. pioneer promotion
c. noise
d. deflected transmission
e. selective demand
Lack of control over the content and timing of public relations is a limitation in using
publicity-based public relations tools.
a. True
b. False
When a firm continues to violate what the Better Business Bureau believes to be good
business practices, the bureau _____.
a. leads a consumer boycott of the business
b. sues the chief executive of the business
c. imposes fines on the owners/managers of the business
d. supports legal ordinances against the business
e. warns consumers of the unfair practices
Monroe works for NASCAR where his responsibilities include maintaining favorable
relationships between the organization and its stakeholders. Monroe is most likely
employed in .
a. sales
b. advertising
c. human resources
d. public relations
e. digital media marketing
What is the primary distinction between superstores and hypermarkets?
a. Superstores offer a wider variety of products than hypermarkets.
b. Superstores offer low prices, while hypermarkets have moderate to high prices.
c. Hypermarkets have fewer departments but deeper product lines than superstores.
d. Hypermarkets are larger and have more types of products than superstores.
e. These two types of retailers carry very different types of products.
Savanna is a sales person for Aeropostale. Her compensation is based on a set salary
plus a commission based on
sales. Savanna’s compensation is based on a(n):
a. straight salary compensation plan.
b. combination compensation plan.
c. straight salary plus generous fringe benefits
d. straight commission compensation plan.
e. salary plus bonus program.
A major goal of integrated marketing communications is to send a consistent message
to customers.
a. True
b. False
Pressures to substitute inferior materials to reduce costs may result in product-related
issues.
a. True
b. False
Farmers are a part of business markets.
a. True
b. False
A single page of typewritten copy that has 300 words or less and describes a company
event or product is called a
_____.
a. press story
b. feature article
c. captioned paragraph
d. news release
e. publicity bulletin
Assignment of meaning to organized information inputs is best defined as:
a. motivation.
b. redefinition.
c. framing.
d. interpretation.
e. selection.
If promotion does not do its job of stimulating demand, then the:
a. price of the promoted product is likely to increase.
b. price of the promoted product will remain reasonably stable.
c. price of the promoted product will decrease.
d. cost of promotion will decline.
e. cost will remain about the same.