Flashcards and Answers – marketing exam
Unlock all answers in this set
Unlock answersquestion
what type of consumer promotion is an art contest run by a cereal company that is offering a trip to Disneyland for the winner?
answer
incentives
question
what is a special price discount that is given as an incentive to wholesalers and retailers?
answer
promotional allowance
question
the business often has the least control over which type of promotion?
answer
publicity
question
backpack together with a pair of hiking boots at one-third off their regular combined price. what type of promotion is this?
answer
deal
question
selling items that are compatible with ecological issues. Chris coordinates all of the marketing activities of The Green Place so that the store projects the right image to its customers. what is Chris directly involved in?
answer
sales promotion
question
a display of CDs by a popular alternative band was not attracting much attention in a music store. The CDs were overshadowed by a large flat-screen monitor playing the band's music video. what did the display lack?
answer
focal point
question
a shoe store owner wants to create a display that emphasizes the comfort and freedom of movement of certain shoes. to create this effect, a visual merchandiser should integrate what type of lines into the display?
answer
curved
question
an elaborate display of utensils and various pans needed for cooking a Thanksgiving meal would be what type of display?
answer
related-merchandise display
question
score sporting goods always has a display with mannequins engaged in actual season appropriate sports. how would you describe the setting for such displays?
answer
realistic
question
what part of the store layout includes the aisles?
answer
the selling space
question
businesses that advertise in newspaper can target their ads to people with particular interests or to those living in a particular region. why can businesses do this targeting?
answer
newspaper ads can be adapted to the target market
question
which printed medium is most familiar to 99 percent of American adults?
answer
yellow pages directory
question
what type of print medium provides the longest life span for an advertisement?
answer
magazine
question
what is one characteristics of advertising?
answer
can promote a new or existing product
question
with what group is direct-mail advertising most effective?
answer
existing customers
question
a mortgage broker arranges for a bank to provide a mortgage for a consumer or business. what is the channel of distribution for services?
answer
indirect
question
the cupcakery sells its baked goods only in its company-owned retail stores. what is this particular kind of distribution called?
answer
integrated
question
delene manages the Sweet Tooth Candy inventory at 20 supermarkets by refilling stock and maintaining the stores' Sweet Tooth displays. what is Delene?
answer
rack jobber
question
in what product life cycle stage is a product's marketers are looking for new market segments?
answer
maturity
question
what type of pricing strategy is everyday low pricing?
answer
psychological pricing
question
a stationery and gift store has a sale on July 5th of all small American flags and of red, white, and blue paper goods. Customers are given 50% off the price. what type of discounts is this?
answer
seasonal discount
question
what is the most temporary pricing strategy?
answer
promotional
question
what is the contract term 3/10 net 30 extra 60 an example of?
answer
discount pricing
question
which survey method has been limited by federal law?
answer
telephone interview
question
mystery shopping uses what type of method for collecting primary data.
answer
observation
question
what type of question is most often used as a filter question?
answer
a two-choice question
question
what type of data do business's own sales figures and customer records provide?
answer
internal secondary data
question
what is the fastest and most cost-effective form of primary source research?
answer
observation
question
explain the difference between a product item and a product line.
answer
a product line is a group of closely related products. a product item is a specific model, brand, or size of a product.
question
explain the difference between product depth and product width.
answer
product depth is the number of items within each product line. product width is the number of different product lines.
question
what are the seven steps in developing a new product?
answer
generating ideas screening ideas developing a business proposal developing the product testing the product introducing the product evaluating customer acceptance
question
what strategies might a business use during a product's maturity and decline stages?
answer
obsolence loss of speech changes in companys objectives replacement with new product lack of profit conflict with other products in the line
question
what are the 4 stages of the Product Life Cycle?
answer
introduction growth maturity decline
question
in Product Positioning there are 4 strategies. list the 4 strategies.
answer
by price & quality features & benefits relation to the competition relation to other product in a line
question
name 4 types of promotion and give an example of each
answer
sales promotions: reward customer loyalty trade promotions: slotting allowance consumer promotions: coupons sales force promotion: cash bonuses
question
name 3 types of interior displays and describe the type of merchandise that would be displayed in each
answer
closed display: used for valuable items, such as, jewelry architectural display: to show customers how the merchandise can be arranged, such as, your kitchen open display: to let the customer examine product without help, such as, shelves for food
question
name 3 types of artistic elements of a display and describe each element and how it influences the customer to purchase the item
answer
shape: gives physical appearance, or outline, of a display. texture: the look of the surface in a display. direction: directs the viewers eye to the merchandise
question
name 4 stages of a products life cycle and how pricing decisions are made in each stage
answer
introduction: a new product is costly so this stage is least profitable growth: enjoying success shown by the increase in sales and profits maturity: sales slow down and the money is used to fend off competition decline: sales fall and you need to decide if you are going to support you product any longer
question
explain why a company would delete a product from its line of products and give reasons
answer
a company would delete a product from its line because they no longer produce or sell a particular product. reasons are obsolescence, loss of appeal, changes in company objectives, lack of profit, conflict with other products in the line, and replacement with new products.
