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Exam 13: Promotion and Pricing Strategies

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Question 51

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An ad claiming that Brand A works better than Brand B is an example of reminder-oriented advertising.

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Question 52

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______ is a form of promotional strategy that focuses on advertising, sales promotion, direct marketing, and public relations.

A) Personal selling
B) Nonpersonal selling
C) Product distribution
D) Buyer communication

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Question 53

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In order to avoid price competition that results in price wars, a firm may adopt all of the following to stay in business, EXCEPT ______.

Which of the following is NOT an element of a promotional strategy?

Television ads by State Farm warning drivers against texting while driving are a type of institutional advertisement.

Complete the following using the terms listed below. -A ______ pricing strategy sets a low price as a major marketing tactic.

Business costs that change with the level of production are called ______ costs.

Although a salesperson's work can vary significantly from one company to another, it usually involves a mix of creative selling, missionary selling, and ______.

Profitability objectives are perhaps the most common objectives included in the strategic plans of most firms.

McDonald's including a toy in each Happy Meal purchase is an example of a premium.

Advertising, sales promotion, direct marketing, and public relations are examples of ______.

Texaco and Shell are located directly across the street from one another. Texaco lowers its price for regular unleaded by 5 cents, and Shell quickly follows suit. What pricing objective is Shell using?

Most marketing situations require combinations of pushing and pulling strategies.

What can a firm do if it is too difficult or too expensive to have salespeople meet all potential customers in person?

When a cereal company keeps the package size the same but fills it with more air than previously included, the manufacturer is trying to increase profits through volume objectives.

A pulling strategy relies less on advertising than does a pushing strategy.

Describe and provide examples of the two basic types of advertising.

Mailing out samples is particularly useful in promoting ______.

Briefly discuss what is meant by the price-quality relationship.

Which of the following statements regarding price and quality is supported by research?