Question

18. Which pricing orientation is most favored by marketers?

A. profit-oriented

B. market-oriented

C. demand-oriented

D. competition-oriented

E. cost-oriented

19. Which of the following is a pricing objective?

A. shrinkage

B. survival

C. standardization

D. shelter

E. SWOT analysis

20. A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as __________.
A. sales promotion
B. publicity
C. advertising
D. public relations
E. personal selling

30. Channel conflict is most likely to happen in:

A. vertical marketing systems
B. traditional channels of distribution
C. the offices of agents and brokers
D. areas with several local television stations
E. small town Wal Mart stores

31. A pull strategy:

A. involves the manufacturer directing advertising and sale promotions to consumers to encourage them to ask retailers for the product.

B. assures current users they made the right choice.
C. involves manufacturers directing the promotional mix to channel members to encourage them to order and stock the product; personal selling and sales promotions with intermediaries are important.

D. tells people what a product is, what it can do, and where it can be found.
E. shows one brand's strengths relative to those of competitors.

32. Which governmental agency enforces laws/rules pertaining to the “fairness” of advertising as well as false/misleading advertising?

A. Department of Justice
B. Food and Drug Administration
C. National Advertising Federation
D. Federal Environmental Protection Administration
E. Federal Trade Commission

Answer 1

18. E. Cost-oriented is the pricing orientation that is most favored by marketers. This is also known as gross margin pricing.

19. B. Survival is a pricing objective. Other pricing objectives include profit, sales, market share, and image.

20. D. Public relations is a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services. Whereas the remaining terms are not appropriate for such form of communication management.

30. C. The offices of agents and brokers, where channel conflict is most likely to happen. Whereas the remaining ones are not ideal scenarios for channel conflict to most likely happen.

31. A. Involves the manufacturer directing advertising and sale promotions to consumers to encourage them to ask retailers for the product is something that a pull strategy refers to. Whereas the remaining ones are not relevant in this context.

32. E. Federal Trade Commission is the governmental agency that enforces laws/rules pertaining to the “fairness” of advertising as well as false/misleading advertising. Whereas the remaining government agencies work in other areas.

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