Marketing Final Exam PreTest – Flashcards
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Mercury Electric, a leading manufacturer of kitchen appliances, releases a new line of blenders called SpinPro. To boost sales, Mercury Electric gives scratch and win coupon to all buyers and provides a three day trip to Hawaii for the winner. Which element of the promotion mix has Mercury Electric used in this scenario?
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sales promotion
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in a promotion mix, _____ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
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direct marketing
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which of the following is true of marketing strategies that are being developed in the new marketing communications model?
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they are more targeted, social, and engaging
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a company that offers an early bird discount to the first fifty purchasers of a new product is using the promotional tool of
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sales promotion
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which of the following is an example of a combination of sales promotions and direct marketing?
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a company sending an email to a customer about a discount on a product during a holiday season
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which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?
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a push strategy
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the object of _____ advertising is to build primary demand
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informative
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_____ advertising primarily maintains brand relationships and is important for mature products
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reminder
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which method of setting advertising budgets best helps management think about the relationship between promotion spending, selling price, and profit per unit?
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percentage of sales method
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according to the text, the most logical budget setting method in advertising is the
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objective and task method
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laser telecom, a cell phone manufacturer, has signed a contract with a production house to fund a new movie. the conditions of the agreement state that the movie will feature laser telecom phones on screen. what kind of advertising did they adopt in this example?
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product placement
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what is the primary disadvantage of outdoor advertising?
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it provides little audience selectivity
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which of the following is a disadvantage of using online, mobile, and social media for advertising?
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the audience controls ad exposure
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the new marketing communications model consists of promotional mixes that are designed to make traditional mass media obsolete
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false
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in a push promotion strategy, the producer promotes a product to channel members who in turn promote it to final customers
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true
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the affordable method of setting an advertising budget depends on the total revenues of a company
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true
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in which of the following promotion tools does a customer have to send a proof of purchase to a manufacturer, who then refunds parts of the purchase price by mail
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rebate
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sales promotion targeted toward final buyers are called consumer promotions
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true
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price reductions from rebates are given to consumers at the point of sale
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false
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which of the following is a traditional direct marketing tool
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catalog
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which of the following is the primary purpose of branded community web sites
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creating customer product engagement
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which of the following is most likely true about email marketing?
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it is used by marketers to send highly targeted messages
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which of the following is a primary disadvantage of viral marketing?
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marketers have little control over who receives a viral message
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Elise philips, a leading fashion designer, connects with her followers through a strong online presence promoting her brand and discussing fashion tips through articles and videos on her personal fan page. in this case. which of the following marketing forms does Elise use?
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a blog
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_____ marketing features marketing messages, promotions, and other content delivered to on the go consumers through their portable electronic devices
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mobile
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which of the following is a disadvantage of using social media for marketing?
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they are largely user controlled
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direct marketing is characterized by narrowly defined segments or individual buyers
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true
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viral marketing involves creating a web site, video, email, mobile message, advertisement, or other marketing every that is so infectious that customers will seek it out or pass it along to others
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true
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which of the following is most likely true of a global firm
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a global firm manufacturers and market goods wherever it can do the best job
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which of the following is an example of a nontariff trade barrier
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a host country regulation
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which type of economy consumes most of its output and batters the rest for simple goods and services
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subsistence economy
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an emerging economy is also known as a(n)
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industrializing economy
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What is a method of entering a foreign market by associating with foreign companies to produce or market products or services
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joint venturing
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providing a host country partner the right to use a company's manufacturing process, trademark, patent, trade secret, or other item of value is referred to as
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licensing
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what is a method of going global in which a company makes agreements with producers in the foreign market to produce it's product or provide it's service
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contract manufacturing
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_______ ventures consist of one company collaborating with foreign investors to create a local business in which they share possession and control
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joint ownership
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which of the following is an advantage of direct investment?
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direct investment allows a firm to keep full control over the investment
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a country's industrial structure is an economic factor that reflects it's attractiveness as a market
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true
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direct investment involves fewer changes in a company's product lines, organization. investments, or mission as compared to exporting
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false
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straight product extension refers to marketing a product as is and finding customers for it
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true
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botsford, a us firm, builds automotive transmissions in its manufacturing facility in Taiwan to capitalize on the availability of cheap labor. botsfords involvement in foreign markets is most likely through
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direct investments
