Marketing Principles Chapter 15
Showing posts with label Marketing Principles Chapter 15. Show all posts
Showing posts with label Marketing Principles Chapter 15. Show all posts

Which of the following is true of informative promotion?

Which of the following is true of informative promotion?



a. It is the main promotional goal in the growth stage of the product lifecycle.
b. It seeks to stimulate a purchase or an action.
c. Its purpose is simply to trigger a memory and keep a product in the public's mind.
d. It seeks to stimulate interest in a new product.


Answer: d. It seeks to stimulate interest in a new product.

Which of the following best defines mass communication?

Which of the following best defines mass communication?



a. It is the paid-for communication between two people in an attempt to influence each other.
b. It is the immediate response of the public to a marketer's message.
c. It is the direct, face-to-face communication that enables the other person to respond immediately.
d. It is the communication of a concept or message to large audiences.


Answer: d. It is the communication of a concept or message to large audiences.

Marketers are increasingly using social media in their marketing campaigns because:

Marketers are increasingly using social media in their marketing campaigns because:



a. it facilitates consumer empowerment.
b. it is cheaper.
c. it has a proven track record for increasing the customer base.
d. its impact on sales in measurable.


Answer: a. it facilitates consumer empowerment.

The set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition is known as a ________ .

The set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition is known as a ________ .



a. product placement
b. marketing mix
c. competitive advantage
d. product position


Answer: c. competitive advantage

Which of the following is true of the promotional mix for a product in its maturity stage?

Which of the following is true of the promotional mix for a product in its maturity stage?



a. Personal selling is primarily used to get retailers to carry the product.
b. Extensive advertising and public relations inform the target audience of the product class.
c. Sales promotions are used to induce product trials.
d. Reminder and persuasive advertising are emphasized as competition is fierce.


Answer: d. Reminder and persuasive advertising are emphasized as competition is fierce.

A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise is known as ________ .

A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise is known as ________ .



a. blue ocean strategy
b. blue ocean strategy
c. push marketing
d. merchandising


Answer: c. push marketing

In the communication process, the role of the receiver is to:

In the communication process, the role of the receiver is to:



a. distort the transmission of information.
b. distort the transmission of information.
c. decode the message.
d. reduce noise in the channel.


Answer: c. decode the message.

Grippo's Potato Chips is introducing a new pickle-flavored chip. For the next several weeks, all of Grippo's ads are designed to tell consumers about the new product line. The goal of Grippo's ads is to ________ the target audience.

Grippo's Potato Chips is introducing a new pickle-flavored chip. For the next several weeks, all of Grippo's ads are designed to tell consumers about the new product line. The goal of Grippo's ads is to ________ the target audience.



a. influence
b. inform
c. remind
d. persuade


Answer: b. inform

Persuasive promotion is designed to:

Persuasive promotion is designed to:



a. remind customers of a product in the decline stage.
b. remind customers of a product in the decline stage.
c. stimulate a purchase or an action.
d. generate interest in a new product.


Answer: c. stimulate a purchase or an action.

The set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition is known as a ________ .

The set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition is known as a ________ .



a. product placement
b. competitive advantage
c. marketing mix
d. product position


Answer: b. competitive advantage

Which of the following best defines mass communication?

Which of the following best defines mass communication?



a. It is the paid-for communication between two people in an attempt to influence each other.
b. It is the direct, face-to-face communication that enables the other person to respond immediately.
c. It is the immediate response of the public to a marketer's message.
d. It is the communication of a concept or message to large audiences.


Answer: d. It is the communication of a concept or message to large audiences.

In which of the following cases does personal selling become more important?

In which of the following cases does personal selling become more important?



a. When purchasing routine products such as milk
b. When purchasing custom-tailored products
c. When the costs of buying and using a product are low
d. When the financial risks associated with purchase is low


Answer: b. When purchasing custom-tailored products
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