BUSI 520 Exam 3

BUSI 520 Exam 3 Liberty University

  1. When hotels, motels, and airlines offer discounts in slow selling periods, they are said to be offering ________.
  2. Deducting the desired profit margin from the price at which a product will sell, given its appeal and competitors’ prices, is known as ________.
  3. ________ refers to selling below cost with the intention of destroying competition.
  4. The prices of tickets to the opera vary depending on where the person would like to be seated — in the gallery or in the stalls. This is an example of ________ pricing.
  5. When ConAgra foods decided to cut $250 million in costs to return to a $1 price point (after sales dropped as a result of raising prices $0.25 to coverhigher commodity costs), it was using ________.
  6. Which of the following is NOT one of the possible consumer reference prices?
  7. Consumers are less price sensitive ________.
  8. ________ reward dealers for participating in advertising and sales support programs.
  9. Which of the following channel alternatives is most suited to handle complex products and transactions?
  10. A(n) ________ vertical marketing system combines successive stages of production and distribution under single ownership.
  11. A group of small sellers takes the initiative and organizes a new business entity to carry on wholesaling and possibly some production. This entity is called a(n) ________.
  12. Which of the following channel conflict resolution techniques is used only if everything else proves ineffective?
  13. The most advanced supply-distributor arrangements for ________ vertical marketing systems rely on distribution programming.
  14. Which of the following types of distribution involves severely limiting the number of channel intermediaries?
  15. E&OE produces and markets its own brand of skincare products using herbal remedies and natural ingredients through standalone stores as well as an online portal. E&OE is a(n) ________ retailer.
  16. In supermarkets and other retail outlets, RFID is used to ________.
  17. The owner of supermarket chain Reynold’s has realized that customers want a wider variety of goods than is currently available. However, Reynold’s cannot afford the costs of storing excess inventory. Additionally, the owner is not willing to take the risk that the new products will remain unsold. Which of the following types of wholesalers can help Reynold’s meet customer demand while minimizing costs?
  18. Which of the following is true for distributor brands?
  19. Which of the following is an example of direct selling?
  20. In the ________ type of retailing, customers usually find their own goods, although they can ask salespeople for assistance.
  21. According to the hierarchy-of-effects model, which of the following corresponds to the affective stage that a buyer passes through?
  22. Which of the following marketing communications principles implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience?
  23. Advertising and publicity tools play the most important roles in influencing buying decisions at the ________ stage of buyer readiness.
  24. When planning communications for a detergent brand, which of the following sequences of buyer responses should the marketer choose on which to base the communications model?
  25. ________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.
  26. Which of the following is an example of a social media marketing communication platform?
  27. Rolex calls itself the “Official Timekeeper” of the Wimbledon and Australian Open lawn tennis championships, by virtue of its sponsorships of the marquee events. What is the most likely objective for Rolex’s sponsorship deal with these events?
  28. Comparative advertising works best when ________.
  29. When a public relations department of a company advises management about public issues, and company positions and image during good times and bad, it is performing the function of ________.
  30. ________ is continuous advertising at low levels, reinforced periodically by waves of heavier activity.
  31. ________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.
  32. ________ advertising aims to stimulate repeat purchase of products and services.
  33. Marcel downloaded an episode of his daughter’s favorite program to his cell phone to ward off a tantrum while they were shopping. Which of the four distinctive characteristics was most critical to enable this action?
  34. What percentage of word-of-mouth content cascades to more than one person beyond the initial recipient?
  35. Which of the following is NOT one of the four distinctive characteristics of a mobile device?
  36. ________ has enrolled more than half a million mothers in Vocalpoint, a group built on the premise that highly engaged individuals want to learn about products and share their opinions with companies and other individuals.
  37. Why should mobile ad developers avoid complex viewing experiences?
  38. Which of the following best characterizes average consumers’ current media consumption patterns?
  39. Which of the following is a disadvantage of direct marketing?
  40. A salesperson who relies on creative methods for selling a company’s tangible or intangible offerings is called a(n) ________.
  41. Which of the following is a major advantage of using direct mail?
  42. Compensation plans may need to vary depending on the type of salespersons. Which type of salesperson benefits from consistent quarterly bonuses and social pressure?
  43. If a prospective client does not want to buy from you because he has a preference for an established supply source, you are facing an objection due to ________.
  44. The original and oldest form of direct marketing is ________.
  45. Which of the following represents the objective of a social marketing campaign aimed at changing people’s values?
  46. ________ is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan’s stated objectives.
  47. If Ming was interested in capturing distribution metrics for her retail organization, which of the following might she consider?
  48. Which of the following observations is true?
  49. Which of the following is true regarding cause-related marketing?
  50. ________ is market share in comparison to the largest competitor.
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