14 Aug Question 1 Maddie’s Beverage Company has recently introduced Wateroos, eight-ou

Question 1
Maddie’s Beverage Company has recently introduced Wateroos,
eight-ounce servings of water in juice-style containers with straws, to
encourage children to drink more water. Since this product is in the
introductory stage of the product life cycle and as yet has no direct
competition, Maddie’s promotional objective should be persuasion.
True
False
Question 2
Sometimes multinational firms will follow a penetration
strategy in developed countries and a skimming strategy in developing
countries.
True
False
Question 3
Personal selling becomes a more important promotional tool
as product value and complexity and increase.
True
False
Question 4
Estefan works as a production editor for a major textbook
publisher. He hopes to build a list of freelancers whom he can call on to edit
and proofread materials for his company. LinkedIn would be a good place for
Estefan to find such individuals.
True
False
Question 5
Relationship selling is more typical with selling situations
for consumer goods.
True
False
Question 6
The goal of advertising is to change people’s values.
True
False
Question 7
Price is defined as the value of a good or service as
measured by a certain dollar amount.
True
False
Question 8
Teenage boys make up the vast majority of YouTube users.
True
False
Question 9
An insurance company’s advertisement poses the question,
“Will your family survive if you die uninsured?” This is an example
of a health appeal.
True
False
Question 10
An awning manufacturer that is allowed to deduct 3 percent
from its total bill if it pays by a specific date is receiving a promotional
discount.
True
False
Question 11
The first step in setting the right price for a new product
is to estimate demand, costs, and profits.
True
False
Question 12
Anil hopes to use social media to find some new customers
for his bicycle shop. Writing a corporate blog that discusses the shop’s inner
workings would be a good tool for this purpose.
True
False
Question 13
Penetration pricing means charging a relatively low price
for a product as a way to reach the mass market.
True
False
Question 14
Markup pricing, adding an amount to cost to cover expenses
and profit, is the most popular method used by wholesalers and retailers to
establish a selling price.
True
False
Question 15
Benedict and Taapo are arguing about newspaper publicity.
Benedict says favorable publicity is free–hence the phrase, “free
publicity.” Taapo says that publicity is not free because costs were
incurred in developing the public relations materials used by the newspapers.
Benedict has a more accurate grasp of the definition of publicity.
True
False
Question 16
Advertising is impersonal, one-way mass communication about
a product or organization that is paid for by a marketer.
True
False
Question 17
If demand for milk is inelastic, consumers will not change
their purchasing habits greatly when the price of milk changes.
True
False
Question 18
Communication via telephone is not considered personal
selling because it is not face-to-face.
True
False
Question 19
Point-of-purchase promotions are seldom used as a sales
promotion tool because most purchase decisions are made before consumers ever
enter a store.

True

False
Question 20
More and more companies are increasing their interactive
marketing budgets. Most of this investment will be made in:
search marketing.
display advertising.
mobile marketing.
social media.
e-mail marketing.
Question 21
The first step in the selling process is approaching the
customer and probing needs.
True
False
Question 22
Publicity is the element in the promotional mix that
evaluates public attitudes, identifies issues that may elicit public concern,
and executes programs to gain public understanding and acceptance.
True
False
Question 23
New brands with a small market shares tend to spend
proportionately more for advertising and sales promotion than do those with
large market shares.
True
False
Question 24
Marketers have largely been frustrated in their attempts to
engage with consumers through virtual worlds and online gaming because
consumers of these environments are usually so intent on playing the games that
they notice little else.
True
False
Question 25
The only way to maximize profits is to reduce costs by
operating more efficiently.
True
False
Question 26
Procter & Gamble entered the electric toothbrush market
with the Crest Spinbrush at a price considerably lower than those of
lesser-known competitors. It used penetration to gain market share.
True
False
Question 27
Marketers need to understand that, in cyberspace, paid media
is essentially dead; consequently, they should no longer expend any resources
into paid media.
True
False
Question 28
The final selling duty for most successful salespeople is
closing the sale.
True
False
Question 29
Marketers targeting consumers in foreign countries must
worry about the translation and possible miscommunication of their promotional
messages by other cultures.
True
False
Question 30
The owner of Buffalo Mountain Coffee Shop pays the same
amount in rent each month no matter how many customers she serves. The shop
owner’s rent is an example of a marginal cost.
True
FalseQuestion 1Maddie’s Beverage Company has recently introduced Wateroos,
eight-ounce servings of water in juice-style containers with straws, to
encourage children to drink more water. Since this product is in the
introductory stage of the product life cycle and as yet has no direct
competition, Maddie’s promotional objective should be persuasion.TrueFalseQuestion 2Sometimes multinational firms will follow a penetration
strategy in developed countries and a skimming strategy in developing
countries.TrueFalseQuestion 3Personal selling becomes a more important promotional tool
as product value and complexity and increase.TrueFalseQuestion 4Estefan works as a production editor for a major textbook
publisher. He hopes to build a list of freelancers whom he can call on to edit
and proofread materials for his company. LinkedIn would be a good place for
Estefan to find such individuals.TrueFalseQuestion 5Relationship selling is more typical with selling situations
for consumer goods.TrueFalseQuestion 6The goal of advertising is to change people’s values.TrueFalseQuestion 7Price is defined as the value of a good or service as
measured by a certain dollar amount.TrueFalseQuestion 8Teenage boys make up the vast majority of YouTube users.TrueFalseQuestion 9An insurance company’s advertisement poses the question,
“Will your family survive if you die uninsured?” This is an example
of a health appeal.TrueFalseQuestion 10An awning manufacturer that is allowed to deduct 3 percent
from its total bill if it pays by a specific date is receiving a promotional
discount.TrueFalseQuestion 11The first step in setting the right price for a new product
is to estimate demand, costs, and profits.TrueFalseQuestion 12Anil hopes to use social media to find some new customers
for his bicycle shop. Writing a corporate blog that discusses the shop’s inner
workings would be a good tool for this purpose.TrueFalseQuestion 13Penetration pricing means charging a relatively low price
for a product as a way to reach the mass market.TrueFalseQuestion 14Markup pricing, adding an amount to cost to cover expenses
and profit, is the most popular method used by wholesalers and retailers to
establish a selling price.TrueFalseQuestion 15Benedict and Taapo are arguing about newspaper publicity.
Benedict says favorable publicity is free–hence the phrase, “free
publicity.” Taapo says that publicity is not free because costs were
incurred in developing the public relations materials used by the newspapers.
Benedict has a more accurate grasp of the definition of publicity.TrueFalseQuestion 16Advertising is impersonal, one-way mass communication about
a product or organization that is paid for by a marketer.TrueFalseQuestion 17If demand for milk is inelastic, consumers will not change
their purchasing habits greatly when the price of milk changes.TrueFalseQuestion 18Communication via telephone is not considered personal
selling because it is not face-to-face.TrueFalseQuestion 19Point-of-purchase promotions are seldom used as a sales
promotion tool because most purchase decisions are made before consumers ever
enter a store.True FalseQuestion 20More and more companies are increasing their interactive
marketing budgets. Most of this investment will be made in:search marketing.display advertising.mobile marketing.social media.e-mail marketing.Question 21The first step in the selling process is approaching the
customer and probing needs.TrueFalseQuestion 22Publicity is the element in the promotional mix that
evaluates public attitudes, identifies issues that may elicit public concern,
and executes programs to gain public understanding and acceptance.TrueFalseQuestion 23New brands with a small market shares tend to spend
proportionately more for advertising and sales promotion than do those with
large market shares.TrueFalseQuestion 24Marketers have largely been frustrated in their attempts to
engage with consumers through virtual worlds and online gaming because
consumers of these environments are usually so intent on playing the games that
they notice little else.TrueFalseQuestion 25The only way to maximize profits is to reduce costs by
operating more efficiently.TrueFalseQuestion 26Procter & Gamble entered the electric toothbrush market
with the Crest Spinbrush at a price considerably lower than those of
lesser-known competitors. It used penetration to gain market share.TrueFalseQuestion 27Marketers need to understand that, in cyberspace, paid media
is essentially dead; consequently, they should no longer expend any resources
into paid media.TrueFalseQuestion 28The final selling duty for most successful salespeople is
closing the sale.TrueFalseQuestion 29Marketers targeting consumers in foreign countries must
worry about the translation and possible miscommunication of their promotional
messages by other cultures.TrueFalseQuestion 30The owner of Buffalo Mountain Coffee Shop pays the same
amount in rent each month no matter how many customers she serves. The shop
owner’s rent is an example of a marginal cost.TrueFalse

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