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For a price skimming strategy to work, the product or service must:

offer consumers some new benefit currently unavailable.

The major objectives associated with a market penetration pricing strategy are to:

build sales and market share.

A pricing strategy is:

a long-term approach to setting prices in an integrated effort.

Generally, a ___________________ represents either a short-term response to a competitive threat or a broadly accepted method of calculating a final price for the customer that is short-term in nature.

pricing tactic

B2B quantity discounts:

might be cumulative or noncumulative.

When a marketer establishes a price floor and a price ceiling for an entire line of similar products and then sets price points in between for differences in quality among the products, he or she is using a _______________ pricing approach.

price lining

Supermarkets often offer great deals on milk, beef or eggs to get customers into their stores, knowing that many customers will also purchase items that have higher markups for the store. These supermarkets are using a ________________ pricing tactic.


One important reason manufacturers like rebates is that:

their redemption rates are low.

Marketers advertising an artificially high "regular price" are unethically attempting to influence consumers'_____________ perceptions.

reference price

A reference price might be considered deceptive if:

the reference point has been inflated or is fictitious.

Retailing is defined as the set of business activities that:

adds value to products and services sold to final consumers.

Wholesalers sell to all of the following EXCEPT:


Which of the following is NOT one of the broad factors manufacturers must consider when establishing a strategy for getting their products into the hands of the ultimate customer?

All of these are considered when establishing a strategy.

Today, _______________ dominate supply chains.

large retailers

Knowing what customers expect is essential. Retailers need to know which manufacturers their customers prefer, while manufacturers need to know:

where their target customers expect to find their products.

There are three types of supply chain distribution intensity:

intensive, exclusive, and selective.

Full-line discount, category specialist, and specialty stores are all ________________ retailers.

general merchandise

For retailers, promotion refers to:

both their in-store environment and their mass media communications.

Personal selling is particularly important for retailers selling:

products that are complicated or expensive.

The knowledge retailers can gain from their store personnel and customer relationship management databases is valuable for developing:

loyal customers through loyalty programs.

Because many consumers choose stores based on proximity to their workplaces or homes, great locations are:

a competitive advantage that few rivals can duplicate.

Benefits of the Internet as a channel include the ability to:

All of these

______________________ is the term used to describe the situation when retailers use some combination of stores, catalogs and the Internet to sell merchandise.

Multichannel retailing

Which of the following strategies is designed to place products in as many outlets as possible?

Intensive distribution

Which of the following can collect data on how consumers navigate through a website, monitoring the pages customers look at?


The basic goal of integrated marketing communications is to:

communicate the value proposition to the target market.

Integrated marketing communications represents the _________________ P in the four Ps of a firm's marketing mix.


Integrated marketing communications include all of the following EXCEPT:

supply chain management.

The three elements of any IMC strategy are the consumer, the channels, and

the results.

Though a picture may be worth a thousand words, the most important facet of encoding is:

not what is sent rather what is received.

The right communication channel to use in IMC is:

the one that will connect to the desired recipients.

Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of ________________ marketers use to assess the effectiveness of their IMC efforts.


In the AIDA model, the "think" stage is the ________________ stage.


_______________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product or service.

Brand awareness

To stimulate interest and persuade consumers to further investigate a firm's product or service, marketing communications include:

information about attributes that are of particular interest to the target audience.

One of the difficulties in measuring the effectiveness of IMC efforts is the ______________, where consumers do not act immediately after receiving a marketing communication.

lagged effect

The goal of any marketing communication is to:

get the right message to the right audience through the right media.

The proliferation of new media alternatives has led many firms to shift their promotional budgets from:

advertising to direct marketing and Website development.

Personal selling involves ___________________ communication between a buyer and a seller.

all of these

Marketers use public relations to:

all of these

Firms can use _____________ to bring customers together to share experiences around the products.

social media

The goals of IMC need to:

be explicit and measurable.

Competitive parity, percentage-of-sales, and available budget are types of ________________________ IMC budgeting.


Jim was asked to determine the ROI for a particular advertising effort. To do so, he needs to know:

sales revenue and advertising cost.

The difference between advertising and publicity is that advertising is:

a paid form of marketing communication.

An advertising plan is crucial to an ad campaign because it:

will later be used to measure the success or failure of the campaign.

All advertising messages are designed:

to inform, persuade, or remind customers.

Informative advertising is used to:

create and build brand awareness.

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins who boogied to the song, "I Heard it Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of:

institutional advertising.

The selling proposition communicated by advertising needs to be:

all of these

Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget.

media buy

Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver:

a consistent and compelling message.

The additional sales that can be attributed to an advertising campaign are known as:


Public relations:

supports other promotional efforts by generating "free" media attention.

Jason owns a small appliance store, and he is evaluating a recent sales promotion. He knows that sales of that specific product increased, but he will also need to measure whether or not:

All of these

Traditionally, marketers have seen the role of ________________ as generating short-term results, whereas the goal of ____________________ was to lead to long-term results

sales promotion; advertising

Which of the following is NOT one of the federal agencies that regulate advertising activities?


Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _______ advertising.


Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on:

how well he can identify his target audience.

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