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Study Resources (Business Management)

31. A breakeven point in pricing will cover all fixed costs and some variable costs. a.TRUE b.FALSE 32. _____ pricing causes consumers to believe they are buying for less. a.Odd b.Even c.Skim d.Demand 33. A consumer’s perception of product quality is closely related to an item’s: a. promotional strategy. b. benefits. c. distribution method. d. price. 34. Research shows that consumer perception of.
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11.________________In sales, prospecting means finding potential customers. 12. ________________Samples are particularly useful in promoting new products. 13. ________________Insurance sales is an example of an intangible product that relies heavily on creative salespeople. 14.________________Sales promotion includes activities directed at consumers and trade promotions aimed at marketing intermediaries. 15. ________________Public relations is usually aimed at customers.
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Case 13.1: Brand Names versus Store Brands As a shopper, do you enjoy choosing between 15 or 20 different brands of toilet paper?  As a result of too much choice in household, personal products, and food staples, retailers like Target, CVS and Walgreens realized that shoppers in search of deeper discounts were.
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1. _________________Informative advertising is most effective during the decline stage of the product life cycle. 2. ________________A pushing strategy relies on personal selling to market an item to wholesalers and retailers in a company’s distribution channels. 3. ________________Television still receives the largest total dollar amount of advertising revenue in the United States. 4.________________In.
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21. A _____ strategy is used to generate consumer demand. a. volume b. pushing c. pulling d. cooperative 22. When companies promote products to channel members, rather than to end users, they are using a(n) _____ strategy. a. indirect b. short c. pulling d. pushing 23. Consumer products depend more heavily on pulling strategies than do B2B products. a. True b. False 24..
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31.The exchange value of a good or service is known as its ________________ 32.________________ is a method of determining the minimum sales volume needed at a certain price level to cover all costs. 33.________________ is an innovative, low-cost marketing effort designed to get consumers’ attention in unusual ways. 34.________________is a strategy devoted to.
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Hit & Miss: WhatsApp’s Potential to Reach 1 Billion Users Facebook’s acquisition of WhatsApp for $19 billion represents an all-time record for the largest purchase of a venture-backed company. With 480 million active users, WhatsApp is an ad-free mobile messaging service that collects no user information other than a person’s cell phone.
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Case 13.3: Zipcar Informs, Persuades, and Reminds A Zipster is one of 850,000 members of the world’s largest car-sharing service, Cambridge, MA–based Zipcar. Today, Zipcar is owned by Avis Budget and offers self-serve, on-demand automobile reservations by the hour or day to three distinct customer segments: city dwellers, business people, and college.
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11.A form of institutional advertising that promotes a specific viewpoint on a public issue as a way to influence public opinion and the legislative process is known as ________________ 12.________________ establishes a relatively high price to develop and maintain an image of quality and exclusiveness. 13.When personal selling is conducted entirely by.
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1. ________________Informative advertising is primarily used to attract stockholders. 2. ________________Comparative advertising is a form of persuasive advertising. 3. ________________Institutional advertising promotes the ideas, philosophies, and goodwill of an organization. 4. ________________Reminder-oriented advertising is used in the growth stage of the product life cycle. 5. _________________Persuasive advertising is generally most useful in the introductory.
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1. Promotion is the same as advertising. a. True b. False 2. The goal of integrated marketing communications is to: a. give a customer many opportunities to buy. b. create a unified promotional approach. c. target messages to completely separate audiences with little overlap. d. take advantage of viral marketing. 3. Nancy sells textbooks to college professors by.
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Case 14.2: Skype Continues to Thrive On any given Sunday morning, about 60 million people log onto Skype and begin using its free VoIP (voice over Internet protocol) service. More than half a million of those users are making video phone calls with family and friends despite being in different cities around.
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1. _________________A penetration price policy sets a low price as a major marketing weapon. 2. _________________The skimming price strategy involves starting out at a high price. 3. _________________A skimming price strategy allows the firm to recover its costs rapidly by maximizing the revenue earned early in the product life cycle. 4. ________________In competitive.
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Case 14.3 Technology Drives Zipcar’s Success As a member of Zipcar, the world’s largest car-sharing service, consumers avoid the costs associated with car ownership: gasoline, insurance, maintenance, and parking. Today, Zipcar is owned by Avis Budget and offers self-service, on-demand cars by the hour or day. The company provides automobile reservations to.
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Place an X in the appropriate column. PullingPushing 1. Advertising to doctors________________________________ 2. Advertising to consumer________________________________ 3. Sales promotion________________________________ 4. Personal selling to wholesalers________________________________ 5. Creating consumer demand________________________________ 6. Marketing to the distribution channel________________________________ 7. Personal selling to retailer________________________________ 8. Typically used in prescription medicine marketing________________________________ 9. Typically used in automobile marketing________________________________ 10. Typically used in consumer products________________________________ .
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Hit & Miss: Target’s Customer Data Gets Hacked At the height of a recent holiday season, a retailer’s worst nightmare became a reality for Minneapolis-based Target. In less than three weeks, cyber thieves hacked more than 110 million customer debit and credit card account names and numbers, stealing encrypted PIN data and.
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21.Efforts designed to promote goods or services to retailers, wholesalers, international buyers, and other resellers in the distribution channel are called ________________ 22.Coordination of all promotional activities to produce a unified customer-focused message constitutes ________________ 23.The unpaid placement of significant news in print or broadcast media to stimulate demand is known as.
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Case 13.2: Alex and Ani Delivers with Real-Time Mobile Marketing Alex & Ani, a Rhode Island–based jewelry and gift retailer, is experimenting with Apple’s iBeacon location technology to target real-time mobile offers to shoppers. The technology uses a low-energy Bluetooth signal, which senses the location of shoppers in a retail environment who.
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11. Local advertising is currently dominated by: a.radio.c.the Internet. b.newspaper.d.word-of-mouth. 12. The manager at Price-Rite grocery store created an end-of-aisle display featuring healthy snack food and beverages. His goal was to: a. differentiate the products. b. provide information. c. accentuate the products’ value. d. increase sales. 13. Sales promotion consists of all of the following EXCEPT: a. sponsorship. b. coupons. c..
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1.If marketers attempt to increase the percent of industry sales their product will attract, they are using: a.breakeven analysis.d.return-on-sales objectives. b.profit maximization objectives.e.cost-benefit analysis. c.market share objectives. 2.Competitive pricing: a.matches the prices of a firm’s offerings to that of the competition. b.seeks to enhance the product’s prestige. c. seeks to undercut the competitor’s price. d.focuses competitive efforts primarily.
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1.Which type of advertising promotes the ideas, philosophies, and goodwill of a firm? a.product advertisingd.restrictive advertising b.institutional advertisinge.specialty advertising c.selective demand advertising 2.The promotional strategy designed to generate customer demand is called: a.a pulling strategy.c.an institutional strategy. b.a pushing strategy.d.institutional specialty strategy. 3.The most critical point in the sales process is: a.the approach.c.qualifying prospects. b.the presentation.d.the close. 4.A car salesperson.
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1. ________________The term “promotional products” refers to giveaway items that are imprinted with the donor’s company name and/or logo. 2. _________________Sales promotion is a promotional technique that includes personal selling and advertising. 3. ________________The goal of a trade promotion is to is to get new and existing customers to try or buy.
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Case 13.3: Zipcar Informs, Persuades, and Reminds A Zipster is one of 850,000 members of the world’s largest car-sharing service, Cambridge, MA–based Zipcar. Today, Zipcar is owned by Avis Budget and offers self-serve, on-demand automobile reservations by the hour or day to three distinct customer segments: city dwellers, business people, and college.
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1.________________ is the promotional strategy used to differentiate a good or service from those of competitors in the mind of a prospective buyer. 2.The promotional strategy that is aimed at customers to create a demand for a product, thus encouraging middlemen to stock that product, is called a ________________ 3.When the promotional.
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Case 14.1 Khan Academy Distributes Knowledge While attempting to help his cousin Nadia with math, Salman “Sal” Khan stumbled upon the idea to upload a few tutorials onto YouTube for a more interactive learning experience. This was the beginning of Khan’s free online education delivery system. Known globally as Khan Academy, this.
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11.Infomercials: a.are 30-minute programs that sell goods or services. b.are a form of broadcast direct marketing. c.often allow immediate response by featuring toll-free numbers. d.all of these answers are correct. 12.Expenses that do not vary with volume are called: a.fixed costs.dcyclical costs. b.marginal costs.e.per unit costs. c.variable costs. 13.When a new product is priced low as compared with a.
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Answers to Review Questions 1. Distinguish between data and information. Why is the distinction important to businesspeople in their management of information? 2. What are the four components of an information system? 3. Describe the two different types of information systems, and give an example of how each might help a particular business. .
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Going Green Box, Inc. Serving in the Cloud Procter & Gamble, Pandora, and Six Flags are among the more than 25 million customers of Box Inc., a cloud storage company whose 20-something founder, Aaron Levie, started developing the service while still in college. Now the company has 750 employees in its Los.
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