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Exam 21: Managing the Marketing Mix: Product, Price, Place and Promotion

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Question 141

Multiple Choice

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Bonnie faces the challenge of developing the promotion mix for a new business. Given the uniqueness of the new products and a very limited budget, Bonnie confronts a creditability problem. She realizes that the promotional messages of an unknown firm may be met with skepticism. Bonnie should consider:

A) publicity to help create a positive image for her firm and its products.
B) the extensive use of persuasive advertising.
C) emphasizing personal selling rather than public relations.
D) changing jobs because this situation is hopeless.

E) B) and C)
F) C) and D)

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Question 142

Multiple Choice

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The combination of advertising, personal selling, public relations, and sales promotion activities traditionally used by an organization represents its:

A) marketing communications system.
B) marketing mix.
C) public relations package.
D) promotion mix.

E) B) and C)
F) A) and B)

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Question 143

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A category killer is an extremely successful product that kills the sales of other products in its category in a retail store.

Fancy Feet sells high-quality socks and stockings by sending catalogs to customers and offering them a toll-free telephone number so that they can call in their orders 24 hours a day any day of the year. Fancy Feet uses telemarketing.

Those organizations that assist in the movement of goods and services from producer to industrial and consumer users are known as:

The combination of product lines offered by a manufacturer is called the firm's:

The characteristic that all forms of direct marketing have in common is that they:

Direct mail, telemarketing, and catalog sales are all common examples of:

MuscleUp promotes its liquid protein drink directly to consumers through television ads, infomercials, and newspaper coupons. The company is making use of a push strategy to reach their customers.

Businesses pay for product placement to have their products displayed in a TV episode of The Big Bang Theory or a feature movie.

The main way __________ differ from agents is that they do not develop long-term relationships with the buyers or sellers they assist.

Phil asks you to calculate the break-even point for his firm. You respond that you will need the following information:

It is important to design promotional efforts specifically for individual countries or cultures and also with great care, at risk of the brand's not being appealing in the targeted market. For example, a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

One way to see that publicity is handled well by the media is to:

The image created by advertising is part of the total product offer of a product.

One advantage of magazine advertising is that:

Chip Off The Old Block is a new chocolate chip cookie created by the Arizona Cookie Company. To generate interest for this new product, the company sent a free package of six cookies to selected homes along with a 50-cent coupon. Arizona Cookie's activities represent:

Price, store surroundings, service, and brand name are all elements that consumers evaluate in a total product offer.

Brand names can significantly impact consumer perceptions of a product.

The four stages in the product life cycle are introduction, market, exchange, and disposal.