Marketing Quiz #4 (Chapters fifteen through nineteen) Prepared by Professor G. Lochiatto 11/19/2014 (Fall 2014 term)

Marketing Quiz #4
(Chapters fifteen through nineteen)
Prepared by Professor G. Lochiatto 11/19/2014 (Fall 2014 term)
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Note: Please answer ten of the below Essay Questions (Section A) questions and all the Matching Questions (section B).  Use relevant examples, citations from the

textbook, and your “real world” applications to support your answers.
Completed By__________________________________________Date___/____/____
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A. Essay Questions:
1.       Differentiate between a pulling promotional strategy and a pushing promotional strategy.
2.       What are the four most common methods of developing a promotional budget?
3.       How might one attempt to measure the effectiveness of promotion?
4.       Identify and describe three objectives of advertising and the type of advertising suited to each.
5.       Match the three objectives of advertising and stages in the product life cycle.
6.       List and describe the steps of the advertising planning process.
7.       Discuss the major types of advertising media.
8.       Differentiate between public relations and publicity.
9.       Under what conditions does personal selling typically become a primary component of the firm’s promotional mix?
10.   Define expectancy theory of motivation and explain how sales managers can apply it to their sales forces.
11.   What is the role of price?  Discuss the objectives of a firm’s pricing strategy.
12.   What are some common pricing objectives used by not-for-profit organizations?
13.   What are the global or international issues of pricing that should be kept in mind?
14.   What are the major pricing policies?
15.   Define cannibalization and give an example.
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B. Matching Questions:
a.       AIDA concept
b.       Pushing strategy
c.       Sales Promotion
d.       Creative selling
e.       Elasticity
f.         Breakeven analysis
g.       Penetration pricing strategy
h.       Profit center
i.         Puffery
j.         Cross promotion
k.       Comparative advertising
l.         Nonpersonal selling
m.     Sponsorship
n.       Pushing strategy
o.       Specialty Product
p.       Ambush marketing.
q.       Psychological pricing
r.        Cannibalization
s.       Odd pricing
t.        Transfer price
1. Steps through which an individual reaches a purchase decision is called the _________.
2. Promotion that is not conducted face to face with a buyer is called_____..
3.  Exaggerated claims of a product’s superiority is called_______.
4.  ______is an advertising strategy that emphasizes messages with direct or indirect references to competing products.
5. ______ is a promotional campaign in which marketing partners share the cost of a promotional campaign that meets their mutual needs.
6.  A rebate is an example of _____.
7.  ______determines the number of units that must be sold at a specified price to generate enough revenue to cover total costs.
8. ______measures the responsiveness of purchasers and suppliers to price changes.
9. A(n) _____is  a part of an organization to which revenues and costs can be assigned.
10. A price of $9.99 is an example of______.
11. ______is based on the belief that certain prices or price ranges make a product more appealing to buyers.
12. A firm trying to link itself with a major international event, even though it isn’t an event sponsor, is called ______.
13. _____is a relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or

activity.
14.  ____ is the loss of sales of an existing product due to competition from a new product in the same line.
15. A manufacturer sells a product to a company- owned warehouse. The price charged is called a(n) ______.

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