Lý thuyết học cháp 12 - introduction - Tài liệu tham khảo | Đại học Hoa Sen

CHAP 12 Question 1
Which of the following media is most suitable for advertising a product that needs to be demonstrated? television Question 2
A pharmaceutical manufacturer offers monetary incentives to its sales representatives to promote a
new drug to the medical professionals in their respective geographic territories. This is an example of a ________ strategy. pull Question 3
In a promotion mix, ________ performs the functions of building a good rapport with entities
outside the company, building up a good corporate image, and handling unfavorable rumors and events. public relations Question 4
Which of the following is true of advertising in the new marketing communications model?
Advertisers are increasingly shifting toward digital media. Question 5
The primary objective of ________ advertising is to build selective demand. persuasive Question 6
________ advertising would most likely result in attack ads between competitors. Comparative Question 7
Which of the following types of promotion tools requires a considerable degree of personal interaction with a customer? personal selling Question 8
In the competitive-parity method of setting an advertising budget, the budget is set based on ________.
the amount spent by similar companies in the same industry Question 9
In a marketing communications mix, ________ refers to any short-term incentive that encourages
the purchase or sale of a product or service. sales promotion Question 10
When a company issues a press release to announce a sizable donation to a national charity, they are
using ________ to generate goodwill and maintain a positive corporate image. public relations Question 1
________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising Question 2
In a promotion mix, ________ occurs when a firm's sales force makes individual presentations to
consumers for the purpose of promoting sales and building customer relationships. personal selling Question 3
Which of the following is most likely a difference between advertising and sales promotion?
Advertising can be used to build up a long-term image for a product while sales
promotion effects can be short lived. Question 4
Which of the following is the first step in developing an advertising program?
setting advertising objectives Question 5
Which of the following is true of marketing strategies that are being developed in the new marketing communications model?
They are more targeted, social, and engaging. Question 6
Which of the following is true of personal selling?
It is the most expensive promotional tool for companies to utilize. Question 7
Which of the following is true of direct and digital marketing?
It is suited for highly targeted marketing efforts and for building one-to-one customer relationships. Question 8
Which of the following is a shortcoming of advertising?
It only provides one-way communication with customers. Question 9
Which of the following is a function of an integrated marketing communications system?
delivering a clear, consistent, and compelling message on the product to each brand contact Question 10
Which method of setting advertising budgets best helps management think about the relationship
between promotion spending, selling price, and profit per unit?
percentage-of-sales method Question 1
Which of the following is most likely a true statement about shopping products?
Shopping products are purchased less frequently than convenience products. Question 2
________ occurs when a company uses its existing brand name for new forms, colors,
sizes, ingredients, or flavors of an existing product category. Line extension Question 3
Susan has been redecorating her new condo for a year. She is carefully selecting every
item. Susan finds an oriental rug that matches her color scheme and décor perfectly and
purchases it immediately without engaging in comparison shopping. This is an example of a(n) ________. specialty product Question 4
Specialty products are consumer products and services that customers generally buy ________.
without making comparisons Question 5
Which of the following terms best describes the process of designing and producing a
container or wrapper for a product? packaging Question 6
A doctor performing hip surgery on a patient illustrates how a service can be produced and
consumed simultaneously. This is an example of which service characteristic? inseparability Question 7
Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics
it uses. The company has positioned its brand based on ________ . product attributes Question 8
Laundry detergent, candy, magazines, and fast food are purchased frequently by customers.
They are examples of ________ products. convenience Question 9
Sportware, a leading shoe manufacturer, markets sneakers under the brand name "Athletix"
and dress shoes under the brand name "Cameo" in order to target the two different market
segments. What branding strategy is most likely being used by Sportware? multibrands Question 10
Denta Clean's decision to add a whitening toothpaste to its current line of toothpastes is an
example of product line ________. filling Question 1
A ________ is defined as a name, term, sign, symbol, or design, or a combination of these,
that identifies the maker or seller of a product or service. brand Question 2
A product line is most likely too long if managers can ________.
increase profits by dropping items Question 3
Service variability means that ________.
service quality depends on when, where, and how they are provided Question 4
Non-Dairy Delight, a manufacturer of soy milk, attracts new customers by adding cinnamon,
pumpkin, and vanilla flavors to its traditional product. In this case, the company has
developed its brand with ________. line extensions Question 5
Marque, a high-end maker of designer watches, has started making inexpensive watches to
take advantage of enormous growth rates in low-end market segments. Marque is most likely engaging in ________. downward stretching Question 6
Which of the following is a desirable quality for a brand name?
The name should translate easily into foreign languages. Question 7
Product mix depth refers to the ________.
number of versions offered for each product in the line Question 8
Cement is an example of an industrial product that is categorized under ________. materials and parts Question 9
Fred's, a national supermarket chain, sells its own brand of items across all categories. Such
items are considered ________ brands. private Question 10 kb
Which of the following is most likely a true statement about services? a.
Services can be easily separated from their providers. b.
Service quality is not dependent on the provider. c.
Service industries vary greatly. d.
Services can be stored for later sale or use