MKTG 351 GRL Video Questions Ch 15-20
Exam With Accurate Answers
What form of communication persuades buyers with short-term goals?
a. Promotions
b. Advertising
c. Publicity
d. Customer satisfaction surveys - ANSWER a. Promotions
What is the main focus of a promotional strategy?
a. Convince buyers that the product has a competitive advantage
b. Convince buyers that the product is exclusive
c. Promote the product whether or not it is appealing to the buyers
d. Understand the buyers' wants and needs - ANSWER a. Convince buyers that
the product has a competitive advantage
For big purchases and business markets, which promotional mix element would
be more effective?
a. Advertising
b. Social media
c. Personal selling
d. Sales promotions - ANSWER c. Personal selling
How can a company impress on its consumers that they should buy its
products?
a. By using marketing channels
b. By lowering its prices
c. By selling the highest quality products
d. By using marketing communication - ANSWER d. By using marketing
communication
Which of the following is likely to happen in the very early stages of the product
life cycle?
a. Intensive distribution
b. Premium pricing
c. Informative communication
,d. Persuasive communication - ANSWER c. Informative communication
What tactic marketers use to make their offers an intriguing part of their buyers'
lives?
a. Social media
b. Sales promotions
c. Public relations
d. Personal selling - ANSWER a. Social media
Which stage emphasizes advertising and public relations to build awareness on
a product?
a. Middle stage
b. Maturity stage
c. Introduction stage
d. Decline stage - ANSWER c. Introduction stage
In which stage is advertising likely to emphasize building preference for the
brand?
a. Introduction
b. Growth
c. Maturity
d. Decline - ANSWER b. Growth
What is pull strategy?
a. Manufacturers try to appeal to the end consumers directly
b. Manufacturers try to get channel members to sell their products more
aggressively
c. Manufacturers try to influence the suppliers
d. Retailers try to appeal to their consumers - ANSWER a. Manufacturers try to
appeal to the end consumers directly
What is the goal of advertising in the long run?
a. Improve goodwill
b. Increase sales
c. Decrease expenses
d. Improve relationships with customers - ANSWER b. Increase sales
What happens at the beginning of the S-shaped curve when the product is
advertised?
a. The response is negative
, b. The response is relatively strong
c. None of these options is correct
d. There is not much impact on sales - ANSWER d. There is not much impact on
sales
On the S-shaped curve, which of the following is on the horizontal axis?
a. Response
b. Amount of advertising spending
c. Demand
d. Supply - ANSWER b. Amount of advertising spending
Tesla automotive company uses a parent brand name for all of its products.
What type of advertising is Tesla following?
a. Pioneer
b. Competitive
c. Comparative
d. Institutional - ANSWER d. Institutional
What type of brands can use comparative advertising more effectively?
a. High-end brands
b. Luxury brands
c. Smaller brands
d. Established brands - ANSWER c. Smaller brands
What is comparative advertising?
a. Comparing two or more brands
b. Differentiating two or more brands
c. Focusing on one brand
d. Promoting multiple brands - ANSWER a. Comparing two or more brands
A company assigns a fixed percentage of its revenue for its advertising budget
in what type of method?
a. Change of sales
b. Percentage of sales
c. Percentage improvement in sales
d. Percentage of growth - ANSWER b. Percentage of sales
What is the problem with following the percentage change method?
a. During a downturn in sales, this method would reduce the advertising budget
Exam With Accurate Answers
What form of communication persuades buyers with short-term goals?
a. Promotions
b. Advertising
c. Publicity
d. Customer satisfaction surveys - ANSWER a. Promotions
What is the main focus of a promotional strategy?
a. Convince buyers that the product has a competitive advantage
b. Convince buyers that the product is exclusive
c. Promote the product whether or not it is appealing to the buyers
d. Understand the buyers' wants and needs - ANSWER a. Convince buyers that
the product has a competitive advantage
For big purchases and business markets, which promotional mix element would
be more effective?
a. Advertising
b. Social media
c. Personal selling
d. Sales promotions - ANSWER c. Personal selling
How can a company impress on its consumers that they should buy its
products?
a. By using marketing channels
b. By lowering its prices
c. By selling the highest quality products
d. By using marketing communication - ANSWER d. By using marketing
communication
Which of the following is likely to happen in the very early stages of the product
life cycle?
a. Intensive distribution
b. Premium pricing
c. Informative communication
,d. Persuasive communication - ANSWER c. Informative communication
What tactic marketers use to make their offers an intriguing part of their buyers'
lives?
a. Social media
b. Sales promotions
c. Public relations
d. Personal selling - ANSWER a. Social media
Which stage emphasizes advertising and public relations to build awareness on
a product?
a. Middle stage
b. Maturity stage
c. Introduction stage
d. Decline stage - ANSWER c. Introduction stage
In which stage is advertising likely to emphasize building preference for the
brand?
a. Introduction
b. Growth
c. Maturity
d. Decline - ANSWER b. Growth
What is pull strategy?
a. Manufacturers try to appeal to the end consumers directly
b. Manufacturers try to get channel members to sell their products more
aggressively
c. Manufacturers try to influence the suppliers
d. Retailers try to appeal to their consumers - ANSWER a. Manufacturers try to
appeal to the end consumers directly
What is the goal of advertising in the long run?
a. Improve goodwill
b. Increase sales
c. Decrease expenses
d. Improve relationships with customers - ANSWER b. Increase sales
What happens at the beginning of the S-shaped curve when the product is
advertised?
a. The response is negative
, b. The response is relatively strong
c. None of these options is correct
d. There is not much impact on sales - ANSWER d. There is not much impact on
sales
On the S-shaped curve, which of the following is on the horizontal axis?
a. Response
b. Amount of advertising spending
c. Demand
d. Supply - ANSWER b. Amount of advertising spending
Tesla automotive company uses a parent brand name for all of its products.
What type of advertising is Tesla following?
a. Pioneer
b. Competitive
c. Comparative
d. Institutional - ANSWER d. Institutional
What type of brands can use comparative advertising more effectively?
a. High-end brands
b. Luxury brands
c. Smaller brands
d. Established brands - ANSWER c. Smaller brands
What is comparative advertising?
a. Comparing two or more brands
b. Differentiating two or more brands
c. Focusing on one brand
d. Promoting multiple brands - ANSWER a. Comparing two or more brands
A company assigns a fixed percentage of its revenue for its advertising budget
in what type of method?
a. Change of sales
b. Percentage of sales
c. Percentage improvement in sales
d. Percentage of growth - ANSWER b. Percentage of sales
What is the problem with following the percentage change method?
a. During a downturn in sales, this method would reduce the advertising budget
