Multiple choice:
Part 1
Question 1
1. What are some ethical concerns raised by direct-response methods?
Harvesting trees, telephone solicitations, door-to-door sales, and junk e-mail
Telephone solicitations, privacy issues, texting solicitations, and junk e-mail
Harvesting trees, privacy issues, door-to-door sales, and junk e-mail
Harvesting trees, telephone solicitations, junk e-mail, and privacy issues
Question 2
1. In light of continuous focus on planning marketing strategies to reach objectives, the most sensible approach to budgeting promotion expenditure is:
basing the budget on the job to be done.
basing the budget on any uncommitted revenue.
setting the budget as a certain number of cents or dollars per sales unit.
matching expenditures with competitors.
Question 3
1. Dimitri Kojak works for a producer of industrial elevators. He knows all the technical details of the many different ways they are used by business customers. He makes presentations to new prospects and eventually gets a share of their business. Dimitri is:
a member of the firm's major accounts sales force.
a missionary salesperson.
a customer service rep.
a producer's order getter.
Question 4
1. Clearwater Office Supply sells frequently purchased office supplies to businesses in a metropolitan area. It is well established with a large share of the market. Its promotion should probably focus on:
reminding.
stimulating primary demand.
informing.
innovators.
Question 5
1. The task method for budgeting marketing expenses:
means that a company budgets roughly what competitors budget for each item.
budgets last year's marketing expense ratio timesforecasted sales.
might result in very different marketing expenses from year to year.
is based on internal politics.
Question 6
1. New hardware and software available to salespeople:
change the basic sales tasks that must be performed, but do not change how well the tasks are done.
involve no costs to the firm except the purchase of the hardware and software.
do not provide any new ways to meet customer needs.
may provide a real competitive advantage to a firm if they are used properly.
Question 7
1. A job description for a sales person provides:
basis for pay, general tasks and generic guidelines.
general tasks, basic expectations, and generic guidelines.
basis for pay, generic guidelines, general tasks
basis for pay, clear guidelines, and specific tasks.
Question 8
1. Hannah Spiritway works for a cable TV company in a large city. She handles telephone calls from customers who are having problems with their cable service. Hannah is:
a sales promotion specialist.
a customer service rep.
an order taker.
an order getter.
Question 9
1. The sales manager of the Butterfly Chair Corp. wishes to compensate his sales force in a way that will provide some security, incentive, flexibility, and control. The company should offer its sales force:
straight salaries.
straight commissions.
a combination plan.
a value plan.
Question 10
1. Which of the following statements BEST describes advertising?
Advertising tries to attract attention to the firm and its offerings without having to pay media costs.
Advertising is any unpaid form of non-personal presentation of ideas, goods, or services.
Advertising must be paid for, while another form of mass selling-publicity-is free.
Advertising is the main form of personal selling which includes the use of traditional media as well as new media.
Question 11
1. What strategy decisions are needed in the personal selling area? Why should the marketing manager make these strategy decisions?
Your response should be at least 300 words in length. You are required to use at least your textbook as source material for your response. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations.
Question 12
1. A small company has developed an innovative new spray on glass cleaner that prevents the buildup of electrostatic dust on computer screens and TVs. What are two examples of low-cost push approaches and two examples of low-cost pull approaches that will effectively promote this product? Explain in detail.
Your response should be at least 300 words in length. You are required to use at least your textbook as source material for your response. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations.
Part 2
Question 1
1. When considering the advertising medium of magazine, which of the following advantages and disadvantages apply?
Very targeted, good detail, good "pass along," but inflexible and long lead times
Flexible, timely, local market, but may be expensive, have short life, and no "pass along"
Flexible, repeat exposure, inexpensive, but "mass market" and very short exposure
Selected audience, flexible, can be personalized, but relatively expensive per contact and hard to retain attention
Question 2
1. Which pricing policy is BEST for a profit-oriented, low-cost producer who is introducing a new product into a market with elastic demand and is expecting strong competition very soon after product introduction?
Skimming pricing
Introductory price dealing
Meeting competition pricing
Penetration pricing
Question 3
1. The following terms appeared on an invoice dated May 22nd, which was sent by a manufacturer to a retail store: 2/10, net 30. The amount of the invoice was $2,000. Assuming the retailer paid the invoice on June 1 (within 10 days after the products were delivered), how much should he have paid?
$1,900
$1,800
$2,040
$1,960
Question 4
1. The marketing manager for Aerial Photography, Inc. says his sales reps have gotten in the habit of setting prices for products that do not produce a profit. Aerial Photography apparently is using:
penetration pricing.
introductory price dealing.
administered pricing.
flexible pricing.
Question 5
1. Jackson Motors, Inc. normally sells its electric motors to all buyers for $100. However, a competitor offered to sell similar motors to one of Jackson Motors' biggest customers for only $80 and Jackson Motors offered that customer--but not its other customers--a $80 selling price. According to the Robinson-Patman Act:
Jackson Motors is breaking the law unless it offers to sell motors to all of its customers for $80.
Jackson Motors cannot lower its $100 selling price.
Jackson Motors has not violated the law--it is just meeting competition.
Jackson Motors and its competitor are both guilty of price fixing.
Question 6
1. Pricing objectives should flow from, and fit in with:
shareholder expectations and market practices.
company-level and marketing objectives.
regulatory policies.
market price leader actions.
Question 7
1. Deciding to stock a product, providing display space, and extra sales emphasis on a sales promotion would be done by the __________.
employee
customer
consumer
intermediary
Question 8
1. Pioneering advertising:
helps turn potential customers into adopters.
points out product advantages to affect future buying decisions.
tries to keep the product's name before the public.
tries to develop selective demand for a specific brand.
Question 9
1. A one-price policy means:
offering the same price to all customers who purchase products under essentially the same conditions and in the same quantities.
never using temporary sales or rebates.
selling to different customers at different prices.
setting a price at the right level from the start and never changing it.
Question 10
1. Recently, some executives for highway construction companies agreed to stop competing with each other on price and to meet every three months to decide their price for the next quarter. In this situation:
the Robinson-Patman Act has been violated by price discrimination.
the Sherman Act has been violated.
the executives are exercising their right to free trade.
as long as prices don't increase--the executives have done nothing wrong.
Question 11
1. What is an example of a marketing mix that has a high price level but you see it as having good value? Explain in detail what makes it a good value.
Your response should be at least 300 words in length. You are required to use at least your textbook as source material for your response. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations.
Question 12
Provide three examples when advertising to intermediaries might be necessary? What are the objective(s) of such advertising?
Your response should be at least 300 words in length. You are required to use at least your textbook as source material for your response. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citatio