Arizona State University

MKT 300

1)A service-based insurance company using a symbol that conveys security (e.g. The Rock of Prudential) best exemplifies which promotional

strategy for services?

2. A product extension where the company uses the leverage of a well known brand name in one product category to launch a new product in a different product category is best described as a:
3. A manufacturer promotes its products to consumers in hopes that retailers demand the product from the manufacturer because consumers are demanding it from them. This best illustrates which type of promotion strategy?
4. A company chooses multiple retailers to sell their products, but not all retailers that carry this type of product carries this brand. This is an example of:
5. A product line is a group of products that are closely related because:
6. A skimming pricing strategy tends to be most effective:
7. A claim such as “World’s Best Coffee” that no rational person would believe is objectively true is best described as the concept of
8. An advertisement for a regular occurrence such as someone drinking a glass of orange juice in the morning would best described as which type of message execution?
9. Also known as undercover marketing, this is an aspect of marketing in which an audience is not aware that they are being marketed to:

10. Carrying well-known brand names that are more expensive than the average brands the store carries so that consumers see a greater price

difference between the competing products is one example of:

11. Car dealerships might typically run twenty ads the last week of every month to spur sales to help them meet their monthly quotas but run five ads per week in the other weeks of the month. Their advertising scheduling method would best be described by the term?

12. Determination of a sales prospects’ recognized need, buying power and receptivity (“willing and able”) to buy the seller’s offering is known as:

13. For marketing communications to be most efffective:

14. Geographic location and customer profiles were examples of which type of factors that affect channel choice?
15. Given the manufacturer’s selling price is $1000 and the manufacturer’s cost is $800, what would the manufacturer’s markup on selling price be?

16. If a patient expects to wait 20 minutes in the physician’s office before seeing the physician but waits only 10 minutes, the patient’s evaluation

of service quality will be high. However, a 40-minute wait would result in a lower evaluation. This is an illustration of a service gap between:

17. In the long run, products most often fail because of a poor match between:
18. In which stage of the product life cycle did we suggest that profits per company typically are greatest?
19. If a price increase for the first product results in an increase in the second product’s sales, the two products are said to be:
20. In the communication process, the stage after the message is sent where the analysis and interpretation of the language and symbols sent by the source takes place is best know as:
21. If one’s reference price for a year of college tuition is $8000, then a college charging a significantly lower rate of $2500 per year for tuition is best described as using a:
22. In considering long-term allocations of promotional dollar, where is the most money spent?
23. In the slides we defined a good-value pricing strategy as a product that has:
24. If demand for a good is purely elastic, lowering the price of that good typically has what effect on total revenue?

25. If the advertising sales/response function is S-Shaped, the highest effect of incremental advertising expenditures takes place at:

26. Leader pricing attempts to:

27. Matching the industry average spending on advertising best describes the:
28. MKT300 Industries sells video games to retailers for $30. Total market demand is 30000 units. It costs MKT300 Industries $20 to make each video game. Makeup on the selling price is 33%. The total fixed costs for plant operation is $20000. How many video games does MKT300 Industries need to sell to break even?
29. Marginal analysis contends that we should continue to increase advertising spending if:

30. Of the following, which is not characterized as a logistical function of the distribution channel?
31. Of the following, which is least accurate about using a Recency-Frequency-Monetary (RFM) CRM analysis?
32. Of the following, which best exemplifies the concept of displaced sales?
33. Of the following, which element of the promotional mix offers the least control over its message content?
34. Ordering a value meal(sandwich, fries and a drink) at a fast-food restaurant where these related goods are sold collectively for one price, best illustrates which pricing strategy?

35. Pepsi, the soft drink company and parent company of Gatorade currently makes many variations of beverages including sports drinks. A while

back they added a new sports drink called “G2.” By adding this product, Gatorade is

36. Pricing your product to maximize your market share is best-described as a:
37. Personal selling is not a better promotional strategy than advertising and sales promotion if the products being sold are:
38. Papa John’s Pizza runs an ad that states that they use the freshest ingredients possible while also stating that Domino’s Pizza freezes many of their ingredients. This best exemplifies:

39. Regarding television rating and shares, which of the following is most likely to be true?

40. Some universities have sprung up that are now offering only on-line degrees. Assume that these new on-line degree programs have created a

new product category of college education. Therefore these on-line programs are best described as a(n):

41. Say you hire a lawyer to provide you advice. The main reason you hire someone to do this is for the knowledge they provide you. This knowledge best exemplifies which dimension of a “product?”
42. Services that face capacity constraints frequently use differential pricing in an attempt to synchronize supply and demand, such as hotel discounts during the off-season or lower prices for afternoon movie showings. This is a way to contend with the service characteristic of:
43. Sales that occur in a private residence/home setting where the transaction takes place face-to-face is best described as:
44. Suggesting new uses for a product, describing how a product works, and building company image are examples of which type of promotional objective?
45. Suppose there were 100000 households with a TV in a city and a particular show had a rating of 5.0 in that city. If it cost $500 for an ad on that show, what would be the CPM?

46. The gap between the service provider’s perceptions and the customer’s expectations of the service was identified as which of the following

from the Gap Model?

47. The process by which the adoption of an innovation spreads is known as: