Which of the following is true regarding television advertising?

: It is good for factual (informational) copy.

It is the best medium for action and image advertising.

It is easy to narrowly target an audience with the help of television advertising.

TV advertising is time consuming and reaches limited number of people.

Question 2. Question :

Which of the following statements is true about customer promotion?

It comes directly to the customer from the manufacturer.

It is directed at intermediate channels of distribution.

It is an attempt to get the channels of distribution to stock more of a product.

It is run by the channel, either to the next channel the distribution cha or to fal customers.

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Question 3. Question :

John is the marketg manager for KapConsultg. Their biggest client is Doc’s Cola and the ma objective is to help the client build the brand. Which of the followg is critical to buildg a strong brand?

crease the sales volume of the products fallg under the brand.

Reduce the production cost of the products fallg under the brand.

crease the profit marg for the products fallg under the brand.

Assign responsibility for brand development activities.

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Question 4. Question :

John, the new marketg manager of Doc’s Cola recently decided to crease the bottle of soda by 5 cents. He needs to calculate the formula for the calculation of price elasticity of demand. Which calculation below is the formula for price elasticity?

E = percent change price/percent change demand

E = percent change demand/percent change price

E = percent change demand/percent change supply

E = percent change supply/percent change demand

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Question 5. Question :

Samplg is most likely to be used:

the maturity stage of the product life cycle.

the decle stage of the product life cycle.

when a new product or brand is beg troduced.

to create terest among laggards and to generate sales the decle stage.

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Question 6. Question :

John is a market research consultant for KapConsultg. He has just recommended a strategy to a client where product variants are developed to appeal to different segments of the market or to satisfy customers' needs for variety. What type of strategy has John recommend to the client?

product le strategy

production le strategy

customer le strategy

competitor le strategy

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Question 7. Question :

KapConsultg is dog some consultg for a small pharmacy Raritan, NJ called Doc’s Pharmacy. A big retailer just moved to town and they have a pharmacy. Which of the followg describes how a local retailer like Doc’s could defend its local market agast a global company?

It should reduce its price and beg competg on price differentiation.

It should emphasize its home country or ethnic orig.

It should crease advertisg expenditures and contue with the same message as before.

It should crease its research and development expenditure and enhance its product.

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Question 8. Question :

Which of the followg types of coupon appears on the actual pages of newspapers rather than beg serted as a separate page or section?

cross-ruffs coupon

-ad coupons

free-standg serts

on-package coupons

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Question 9. Question :

The largest part of a sales organization is made up of:

field sales representatives.

national sales managers.

direct sales managers.

regional sales managers.

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Question 10. Question :

Which of the followg marketg termediaries is a busess that assists the performance of distribution tasks other than buyg, sellg, and transferrg title?

merchant middleman

jobber

retailer

facilitatg agent

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Question 11. Question :

Tom, the accountant for Doc’s Cola requested formation on costs, such as the marketg manager's salary and product-related advertisg and promotion expenses. What types of costs are these an examples of?

development costs.

variable costs.

direct fixed costs.

overhead costs.

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Question 12. Question :

Which of the followg is an action-focused marketg event that attempts to get customers to purchase with a limited period of time?

sales promotion

market penetration

marketg research

market segmentation

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Question 13. Question :

You are the marketg manager for Doc’s Cola and are workg on a product development strategy. Your approach to new product development consists of constant teraction with multidisciplary team whose members who work together from the begng of the project to the product's troduction. What type of new product development approach is beg used this scenario?

the classic lear approach

the rugby approach

the cost-differential approach

the target-costg approach

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Question 14. Question :

The most commonly used quota is based on profit margs.

True

False

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Question 15. Question :

Which of the followg statements is true regardg the value-added cha of distribution channels?

The value-added cha of distribution channels begs with the customer.

Distribution channels establish a connection between the firm and the customers.

One of the components of the value-added cha of distribution channels is the government.

Distribution channels connect suppliers to the firm.

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Question 16. Question :

Recently, the Marketg Manager of KapPlumbg Supplies has set a price that is higher than the target market is willg to pay. The customer looks at this situation as a bad deal and, unless the company has a monopoly or some other kd of market power, does not buy. Identify the situation.

perceived value > price > cost

price > cost > perceived value

price > perceived value > cost

perceived value > cost > price

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Question 17. Question :

KapConsultg is dog some consultg for a small pharmacy Raritan, NJ called Doc’s Pharmacy. Doc’s is thkg about comg out with their own private label for certa products. Which of the followg statements is true regardg a private label brand?

It is sometimes called as an exclusive brand.

It is usually the low-priced option the category.

Stores often make lower margs on private-label brands.

Retail stores devote huge marketg funds to support private labels.

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Question 18. Question :

Which of the followg statements is true regardg the percentage of sales approach to budgetg?

It views advertisement as an vestment measures its return by calculatg percentage crease sales for a particular period.

It attempts to spend at levels proportional to the competition's spendg.

Approach is based on the belief that advertisg causes sale.

It selects a percentage of sales, either past or expected to devote to advertisg.

Chapter 11

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Question 19. Question :

Jenny, a marketg consultant for KapConsultants just recommended her client Atlantic Cruises use a value pricg strategy. Which of the followg statements is true about value pricg?

It is also known as penetration pricg.

It gives customers more value than they expect for the price paid.

It gives the seller most of the value—cost difference.

It implies low price alone.

Chapter 10

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Question 20. Question :

A salesperson's performance is positively correlated with:

job satisfaction.

marital status.

educational background.

personality type.

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