True
Achieving a measurable, direct response
from specific target customers is the Most direct marketing communications are designed to prompt immediate
heart of direct marketing. feedback, a direct response by customers. That's why this type of
communication is often called direct-response promotion.
Advertising can be useful in a marketing True
strategy for getting attention, holding
interest, arousing desire, and obtaining The AIDA concept guides advertisers in getting Attention, holding Interest,
action. arousing Desire, and obtaining Action.
True
Advertising can usually get sales results
sooner than sales promotion. Sales promotion can often be implemented quickly and get sales results so
than advertising.
True
Advertising is any paid form of non-
personal presentation of ideas, goods,
Advertising is any paid form of non-personal presentation of ideas, goods,
or services by an identified sponsor.
services by an identified sponsor.
, True
Agent wholesalers usually have higher
operating expenses (as a percentage of
Merchant wholesalers have higher operating expenses as a percentage of
sales) than merchant wholesalers.
than agent wholesalers.
Airfreight generally increases both False
transporting cost and the total cost of
distribution because it tends to add to Valuable benefits of airfreight's speed are less spoilage, theft, and damage
inventory costs, spoilage, theft, and
damage.
Although wholesalers no longer True
dominate channels in the United States,
they do provide a necessary function, Some of the biggest B2B e-commerce sites are wholesaler operations in th
and some of the biggest B2B e- United States.
commerce sites are wholesaler
operations.
Any business transaction can be thought True
of as an exchange of "something" of
value for money—where money is the Almost every business transaction in our modern economy involves an
price. exchange of money—the Price—for something.
, True
As the influential message sources of
earned media are outside the control of
Earned media creates challenges for a brand. The influential message sourc
a marketing manager, the messages may
are out of a marketing manager's control, and the messages can be negativ
be negative toward the brand.
toward the brand.
At the macro level, consumer satisfaction True
is difficult to measure and interpret, so
any evaluation is in part subjective.
False
Average-cost pricing guarantees that the
firm will earn enough to at least cover its
Average-cost pricing does not make allowances for cost variations as outp
costs.
changes. So it's easy to lose money with average-cost pricing.
False
Because publicity is "free," it is usually far
Publicity people try to attract attention to the firm and its offerings without
less effective than advertising if the firm
having to pay media costs. Some publicity involves getting favorable cover
has a new message
in newspaper stories, magazines, or television. Publicity may be more usefu
advertising.
, False
Because sales promotion is cheap and
easy to implement, it can be effectively In the sales promotion area it is easy to make big, costly mistakes. Mistakes
and economically undertaken by any caused by lack of experience can be costly or hurt relationships with custo
firm. Mistakes are likely to be worse when a company has no sales promotion
manager.
False
Break-even analysis is particularly
accurate because it recognizes that the The break-even graph, with its straight-line total revenue curve, makes it se
demand curve is downward sloping. that any quantity can be sold at the assumed price. This usually isn't the cas
however.
False
Brokers usually have a long-term
relationship with the buyers and sellers. Brokers usually have a temporary relationship with the buyer and seller whi
particular deal is negotiated
False
By definition, a markup of $1 on a cost of
$2 translates to a markup of 40 percent.
Unless otherwise stated, markup (percent) means percentage of selling pri
Achieving a measurable, direct response
from specific target customers is the Most direct marketing communications are designed to prompt immediate
heart of direct marketing. feedback, a direct response by customers. That's why this type of
communication is often called direct-response promotion.
Advertising can be useful in a marketing True
strategy for getting attention, holding
interest, arousing desire, and obtaining The AIDA concept guides advertisers in getting Attention, holding Interest,
action. arousing Desire, and obtaining Action.
True
Advertising can usually get sales results
sooner than sales promotion. Sales promotion can often be implemented quickly and get sales results so
than advertising.
True
Advertising is any paid form of non-
personal presentation of ideas, goods,
Advertising is any paid form of non-personal presentation of ideas, goods,
or services by an identified sponsor.
services by an identified sponsor.
, True
Agent wholesalers usually have higher
operating expenses (as a percentage of
Merchant wholesalers have higher operating expenses as a percentage of
sales) than merchant wholesalers.
than agent wholesalers.
Airfreight generally increases both False
transporting cost and the total cost of
distribution because it tends to add to Valuable benefits of airfreight's speed are less spoilage, theft, and damage
inventory costs, spoilage, theft, and
damage.
Although wholesalers no longer True
dominate channels in the United States,
they do provide a necessary function, Some of the biggest B2B e-commerce sites are wholesaler operations in th
and some of the biggest B2B e- United States.
commerce sites are wholesaler
operations.
Any business transaction can be thought True
of as an exchange of "something" of
value for money—where money is the Almost every business transaction in our modern economy involves an
price. exchange of money—the Price—for something.
, True
As the influential message sources of
earned media are outside the control of
Earned media creates challenges for a brand. The influential message sourc
a marketing manager, the messages may
are out of a marketing manager's control, and the messages can be negativ
be negative toward the brand.
toward the brand.
At the macro level, consumer satisfaction True
is difficult to measure and interpret, so
any evaluation is in part subjective.
False
Average-cost pricing guarantees that the
firm will earn enough to at least cover its
Average-cost pricing does not make allowances for cost variations as outp
costs.
changes. So it's easy to lose money with average-cost pricing.
False
Because publicity is "free," it is usually far
Publicity people try to attract attention to the firm and its offerings without
less effective than advertising if the firm
having to pay media costs. Some publicity involves getting favorable cover
has a new message
in newspaper stories, magazines, or television. Publicity may be more usefu
advertising.
, False
Because sales promotion is cheap and
easy to implement, it can be effectively In the sales promotion area it is easy to make big, costly mistakes. Mistakes
and economically undertaken by any caused by lack of experience can be costly or hurt relationships with custo
firm. Mistakes are likely to be worse when a company has no sales promotion
manager.
False
Break-even analysis is particularly
accurate because it recognizes that the The break-even graph, with its straight-line total revenue curve, makes it se
demand curve is downward sloping. that any quantity can be sold at the assumed price. This usually isn't the cas
however.
False
Brokers usually have a long-term
relationship with the buyers and sellers. Brokers usually have a temporary relationship with the buyer and seller whi
particular deal is negotiated
False
By definition, a markup of $1 on a cost of
$2 translates to a markup of 40 percent.
Unless otherwise stated, markup (percent) means percentage of selling pri
