Marketing 1-20
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| show | 230,000
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| Which of the following would be a type of advertising used in the awareness stage of the adoption process? | show 🗑
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| Which of the following is the LEAST appropriate advertising objective? | show 🗑
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| Advertising expenditures by U.S. corporations: | show 🗑
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| show | comparative advertising.
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| In Switzerland, | show 🗑
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| show | develop selective demand rather than primary demand.
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| show | Television and cable
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| show | 17
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| show | Evaluation and trial
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| show | makes widespread distribution possible--by reaching many potential customers at the same time.
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| Which of the following observations about advertising agencies is FALSE? | show 🗑
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| Kodak has developed a revolutionary new kind of electronic color camera that does not require film. The campaign should emphasize: | show 🗑
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| To choose the best advertising medium, you have to: | show 🗑
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| show | there has been growing interest in paying agencies based on the results they actually produce.
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| Kayla Jurgenson, marketing manager for Super Gaming Computers and Accessories (SGCA), is reviewing her company's plans for the coming year. If Jurgenson wanted to demonstrate the new SuperDuperComputer, which media would be best? | show 🗑
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| show | 62 percent
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| Advertising allowances | show 🗑
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| show | all of the above.
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| show | introduce existing products to nonspecific target markets.
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| show | focusing on one unique selling proposition is one way to arouse desire.
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| show | Sales promotions have increased because of competition in emerging markets.
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| A major difference between reminder advertising and pioneering advertising is that: | show 🗑
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| show | reminder service.
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| All of SGCA's products are made from recycled material and the company wants to promote its environmental practices. What kind of advertising would be most appropriate to do this? | show 🗑
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| The largest share of total advertising expenditures in the United States goes for: | show 🗑
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| INDIRECT competitive advertising seeks: | show 🗑
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| Which of the following statements about sales promotion is NOT TRUE? | show 🗑
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| If the promotion objective is to get attention and hold interest, which type of publicity would work best? | show 🗑
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| show | may do a better job at less cost than firms' own advertising departments because they are specialists with an outside viewpoint.
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| For an intermediary, a sales promotion would mean all of the following except | show 🗑
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| show | an example of a producer using sales promotion in the channel.
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| show | Pioneering
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| Which of the following is the LEAST appropriate advertising objective? | show 🗑
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| show | 100
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| show | True
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| show | Price
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| show | Any of the above could make price discrimination legal.
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| A flexible-price policy is MOST LIKELY to be set by a retailer selling: | show 🗑
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| show | All of the above are possible defenses against price discrimination charges.
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| Managers satisfied with their current market share and profits sometimes adopt what can be termed as "don't-rock-the-pricing-boat objectives." These are also referred to as | show 🗑
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| Quantity discounts are discounts offered to encourage | show 🗑
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| show | True
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| When a seller uses "zone pricing," the actual freight charge for delivering each order is included in the price the buyer pays for the product. | show 🗑
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| Which of the following price-related actions by a manufacturer most likely would be a violation of the Robinson-Patman Act? | show 🗑
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| A marketing manager for a large company who wants to compare the financial performance of different divisions of the firm would probably pursue which of the following pricing objectives? | show 🗑
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| ____ means setting a fair price level for a marketing mix that really gives the target market superior customer value. | show 🗑
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| show | True
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| show | basic list
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| show | True
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| show | considers only those costs which are directly related to particular alternatives.
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| show | comparing performance against standards--looking for exceptions or variations.
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| Lori Winters, a regional sales manager, is interested in the profitability of the different sales reps in her region. In this case, it would be wise for Ms. Winters to supplement her other analyses with an analysis based on | show 🗑
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| show | All of the above.
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| show | Pele Ruiz's sales are over his quota.
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| show | The contribution-margin approach ignores some costs to get results.
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| show | Good performance in some areas may hide poor performance in other areas if only averages are evaluated.
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| show | evaluate a company's whole marketing program on a regular basis.
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| show | contribution margin
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| The basic objectives of implementation are to do things: | show 🗑
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| The "iceberg principle": | show 🗑
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| A marketing "performance analysis" is most likely to compare: | show 🗑
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| show | Create a "favored customer" club with an ID card.
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| The major difference between a sales analysis and a performance analysis is that: | show 🗑
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| A marketing manager who wants to analyze the firm's sales should be aware that: | show 🗑
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| show | marketing audit
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| show | performance analysis
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| Which of the following statements illustrates the 80/20 rule? | show 🗑
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| The "80/20 rule" says that: | show 🗑
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| show | 80 percent of the business comes from 20 percent of the customers.
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| show | allocates all costs to products, customers, or other categories.
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| show | conclusions based on summary information are often misleading.
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| The "contribution margin approach" to marketing cost analysis: | show 🗑
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| Every graduating senior at State University is required to answer the following survey question: ... were satisfied with their educational experience at this university." This is an example of: | show 🗑
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| show | any or all of the above--depending on the situation.
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| show | any of the above, depending on the situation.
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| show | Prepare sample labels with graphics software and test them on the Internet.
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| Regarding the "contribution-margin approach" to marketing cost analysis, which of the following statements is TRUE? | show 🗑
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| ____ are the two basic approaches to handling marketing cost allocation problems. | show 🗑
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| If Salesperson X had a performance index of 80 and Salesperson Y had a performance index of 120, then: | show 🗑
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| show | looks for exceptions or variations from planned performance.
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| If Salesperson A has a performance index of 80 and Salesperson B has a performance index of 120: | show 🗑
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| show | the "iceberg principle."
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| Which of the following observations concerning sales analysis is NOT correct? | show 🗑
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| show | Can involve decisions related to both internal (invisible to the consumer) and external (visible to the consumer) matters.
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| show | Most of the people affected by a new strategy are under the control of a marketing manager.
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| ____ is the ability to produce a certain quantity and quality of specific goods or services. | show 🗑
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| Marketing managers should plan time for strategy changes and not put undue pressure on the people in their organization to perform heroic efforts. | show 🗑
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| The titles of functional cost accounts show the purpose for which expenditures are made. | show 🗑
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| ConnectSys is a California-based manufacturer of computer networking equipment ...This is an example of: | show 🗑
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| It's not sensible for a firm to implement a marketing plan if the plan doesn't generate at least enough initial revenue to cover working capital needs. | show 🗑
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| Marketing cost analysis: | show 🗑
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| Capital requirements are likely to be less when intermediaries take on much of the responsibility for promotion in the channel. | show 🗑
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| Apple is a good example of a company that uses its own internal funds to research, develop, and bring to market new products like the iPad, iPhone, and iPod. | show 🗑
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| show | cash flow statement
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| Examples of functional accounts include taxes, supplies, and wages. | show 🗑
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| show | Stock
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| Turning a strategy into a profitable business usually requires money, people, and other resources, such as production capacity, as well as a marketing plan. | show 🗑
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| Which of the following statements about the behavior of investors is True? | show 🗑
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| A bank (or other institution) that provides debt financing to fund a marketing plan is usually more willing to take risks than are investors who buy stock. | show 🗑
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| show | When finances are tight, companies should look for strategy alternatives that help get a better return on money already invested.
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| show | False
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| show | False
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| show | True
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| When a new marketing plan is more successful than expected, | show 🗑
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| show | True
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| show | False
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| show | all of the above
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| show | True
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| show | all of the above
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| show | True
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| show | True
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| show | True
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| Managed Care Concepts facilitates the processing of medical claims for organizations, such as government agencies, whose employees are injured while performing their jobs Managed Care Concepts operates like a: | show 🗑
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| Rapid growth strains human resources because it's a challenge getting enough qualified people. | show 🗑
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| When evaluating possible strategies, a marketing manager shouldn't have to worry about screening based on financial criteria because the finance area's main job is to get the capital needed to implement the firm's marketing plan. | show 🗑
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| show | Natural accounts
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| show | True
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| show | False
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| Mass customization is based on the idea that all of the people in a particular market have the same needs. | show 🗑
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Created by:
ryanhernandez88