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Marketing Final Exam McGraw Hill Latest 2023 Scored 100% Assured Success
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Marketing Final Exam McGraw Hill Latest 2023 Scored 100% Assured Success
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Marketing Final Exam McGraw Hill Latest 2023 Scored 100% Assured Successsix STEPPS suggested by Jonah Berger which can increase the odds of a message going viral? ANS- Stories
Public
Practical value
Triggers
Social currency
Emotion
Infographics are designed to communicate with customers who have ______. ANS- short attention spans
What are two reasons that producers who target business customers emphasize personal selling over other promotion methods? ANS- Fewer customers
Larger purchases
An advertisement that is designed to look like the platform on which it appears is called ____ advertising. ANS- native
True or False? When planning sales promotion that targets other businesses, a company should not use the same type of promotions that have worked with other customers. ANS- FALSE
Social currency is a factor that can influence _____. ANS- whether a promotion goes viral
Infographics are designed to ______. ANS- simplify complex information
grab attention
The most common promotion approach in business markets is ANS- personal selling
Mason was reading an online newspaper and came across a document that looked just like another article in the paper but was actually an advertisement for orthopedic shoes. What type of advertisement was this? ANS- Native
Worrying that product quality could decline in the future is one reason that customers ______. ANS- are reluctant to recommend favorite products Dell Computer has an exhibit at the Consumer Electronics Show in Las Vegas, which is attended by thousands of people. Afterward, some of those people become ______ as the company's employees try to convince them to buy Dell products. ANS- sales leads
A Facebook-like site called VK is very popular with ______ speakers. ANS- Russian
Consumers are often reluctant to recommend products for which of the following reasons? ANS- They worry that friends will have a bad experience with the product.
They fear that the recommendation won't make them look good.
They are concerned that they will be perceived as unethical.
True or false: Cash discounts need to be evaluated closely. ANS- TRUE
In _____, more than 500 million members use the social media site QZone. ANS- China
When credit card providers and retailers who offer credit make it too easy for adult consumers to buy products when their ability to repay is in question, ______ concerns may arise. ANS- ethical
When firms fail to take a cash discount, they are effectively ______ money. ANS- borrowing
In an effort to maintain competition, state governments often establish _____ to regulate
pricing. ANS- boards
What type of pricing is being used when customers pay on a periodic basis for access to a product? ANS- subscription
One of the ethical concerns about credit card companies is that ______. ANS- it makes it easy for people to buy things they really can't afford
When there is too little _______, state governments have the power, in certain industries, to control prices. ANS- competition
Which of these consumers is paying a company based on subscription pricing? ANS- Jen pays a monthly fee for the daily newspaper to be delivered to her front door.
When several firms offer similar products, companies often develop a(n) ______ objective, which tries to convince customers to buy, and continue to buy, their products and not the competitor products. ANS- persuading
When a source attempts to transmit a message to a receiver, it is participating in the _____ ANS- communication process Any disruption of the marketing communication process, also known as , _________reduces the effectiveness of the message. ANS- noise
The method by which a message is delivered is referred to as the ______. ANS- message channel
Many customers called to complain about the NewTrend shoes they had purchased because the bottom of the shoe split in half within days of wearing them. This customer communication is an example of _____.
Multiple choice question. ANS- feedback
Celebrity endorsements often draw ethics complaints if ______ ANS- consumers do not believe that the celebrity actually uses the product
Attempting to sell the whole marketing mix to all possible channel members is known as
______. ANS- pushing
Rank the following adopter groups according to the speed at which they accept new ideas, with the fastest-adopting group at the top. ANS- 1. Innovators 2. Early adopters
3. Early majority
4. Late majority
5. Laggards
According to the adoption curve __________ are the first to adopt new ideas. ANS- innovators
The early majority typically adopts a new idea when ______ ANS- it has been tried and approved of by early adopters and other opinion leaders
Between 1946 and 2017, annual advertising in the United States_______ ANS- rose from about $3 billion to more than $200 billion
Which of the following are acceptable advertising objectives? ANS- - Make more people aware of the product.
- Introduce new products to specific target markets.
- Persuade customers to take some specific action that could lead to a purchase.
One of the advertising objectives for Richter's Jewelry is to get customers to make a decision about a purchase. Based on Exhibit 15-3, to achieve this goal, what type of advertising might work best in this step of the adoption process? ANS- Direct action retail ads
Advertising that tries to sell goods or services is called ______. ANS- product advertising
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