Final Exam Essay Example

the manufacturer.
A. Open pricing statements
B. Promotional statements
C. Warranties
D. General guarantees

10) Mazda’s Miata convertible originally drew the most interest from women between the ages of 35 and 55.

Mazda increased the appeal of its roadster by enhancing its performance with heavier shocks and a faster engine, and then emphasized this in its advertising. This demonstrates the creation of a new product through A. repositioning. Furthermore, when SAP software introduced a Windows-style "back" button to its industrial invoice management software, the new product can be categorized as B. an addition to an existing product line that also improved upon an existing product.

D. used a marketing diversification strategy 12) Toyota introduced the Scion brand in 2003 to attract younger buyers and expand its customer base. This is an example of_________. A. line featuring B. line cannibalization C. line padding D. line stretching 13) Painting and consulting are classified as industrial goods because__________. A. they are specialty goods B. they are considered “component materials" C. most firms do not seek them directly D. they facilitate developing and managing the finished product 14) Marketers develop market offerings at five different levels.

The correct order of the levels, going from most fundamental to the level with the most benefits, is A. Basic-expected-augmented-core-potential. 15) The characteristics a buyer can evaluate before purchase are called _______________. The options are A. search qualities, B. experience qualities, C. credence qualities, and D. differentiation qualities. 16) Chlena offers a service where she will go to your home and feed, water, and play with your pet for $15 a day while you are on vacation. This service provided

by Chlena is an example of a _____________.

A - What type of offering is represented by Mr. Tse and his family buying souvenirs on their vacation? A - A tangible good with accompanying services. B - A hybrid. C - A pure service. D - A major service with accompanying minor goods and services.

B - What does Best Buy do when selling a high-end television monitor? They often try to sell the buyer an extended warranty.

This is an example of _______________. A. pure tangible good B. tangible good with accompanying services C. hybrid D. pure service 19) The introduction of a new product to the market using market-penetration pricing is most likely to be successful when _____________. A. the unit costs of producing a small volume of the product are high B. there must be no existing demand for the product C. the market is highly price sensitive D. the high price communicates nothing to potential buyers 20) A __________ pricing objective is suitable for a company that has overcapacity, intense competition, and changing customer needs. A. aximum current profit B. survival C. maximum current revenue D. maximum sales growth 21) Scotty is in the process of opening Suburban Legends SK8S to sell boards, wheels, trucks, clothing, videos, and skateboarding related collectibles. The first thing Scotty should do when setting the store’s prices is to ____________. A. estimate costs B. determine the target market C. select a pricing method D. select a pricing objective 22) A common mistake in pricing is ____________________. A. revising prices too often B. considering price and price competition as a key problem in marketing

C. ignoring costs when setting prices

D. setting prices independently of the rest of the market mix 23) Customers are influenced by ____________ when they buy based on a reference price or when the price conveys a certain quality image. A. value pricing B. the psychology of pricing C. the going rates of competitors D. value augmented by perception 24) When taking a new product global, a marketing manager will standardize or adapt which of the following areas? A. Marketing concept B. Marketing mix C. Product strategy D. Promotion strategy 25) Integrated marketing communication (IMC) can be best described as ____________. A.

Organizations focus on presenting a consistent message, an effective communication plan, a plan that prioritizes the customer, and an effective advertising message. In marketing, social responsibility plays a crucial role as it guides marketing decisions and actions, improves the environment and products, and imposes an obligation to enhance positive effects on society while reducing negative effects. Public policy makers have implemented a substantial set of laws and regulations to govern advertising.

When developing an advertising campaign, it is crucial to focus on various aspects such as asking network censors for content adjustment, creatively developing the message, conducting a social responsibility review, and preparing a copy strategy statement. In the past few years, several cosmetics manufacturers, including Revlon, have released non-clumping mascara. To enhance selective demand for its non-clumping mascara, Revlon should utilize different advertising approaches, such as descriptive, persuasive, reminder, or informative tactics.

Hospitals are engaging in fierce competition in order to fill up their maternity beds. In order to advertise their new amenities, such as hot tubs in

every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families, hospitals would most likely use what type of advertising? Would it be A. descriptive, B. persuasive, C. reminder, or D. informative? The key ingredient in marketing campaigns, which consists of a variety of short-term incentive tools designed to influence trial, purchase, and consumer and wholesaler interests, is what? Is it A. Advertising, B. Public relations, C. Sales promotion, or D. Personal selling?