MSSU MKRT300 Final Exam

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MSSU MKRT300FinalExamQuestionQuestion 1The number of times a person is exposed to an advertisement during a certain time period isknown as:reachfrequencyenumerationrandomization2 pointsQuestion 2A five-pound bag of roasted peanuts sells for $8, and the average variable cost is $4 per bag. Ifthe total fixed cost for the roasted peanuts is $80,000, the breakeven point in bags is:20,00040,00080,000120,0002 pointsQuestion 3Which of the following sales promotions produces a higher response rate?SweepstakesRebatesSamplingCoupons2 pointsQuestion 4Trade dress refers to:visual components that contribute to the overall look for a product.a promotional philosophy of targeting all sales efforts to the trade.the general size of the packaging used by a product.the correlation between a trademark and its trade name.2 pointsQuestion 5Why do customers prefer to have continuing relationships with businesses or suppliers?

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Businesses tend to offer better financial incentives to customers who engage in continuedrelationships with them.By nature, customers are resistant to change and prefer preexisting relationships with businesses.By reducing the number of choices, the decision-making process is made easier.Most businesses have low switching costs which make them attractive to have continuedrelationships with.2 pointsQuestion 6Marketers applying a positioning strategy want to:make their product look as much like the market leader as possible.emphasize a product's unique advantages and differentiate it from competitors' options.make sure they clearly outline the product's possible applications.talk to specific, known users of the product.2 pointsQuestion 7SWOT is an acronym for:strategy, working, opinion, tactical.strengths, weaknesses, opportunities, threats.strategy, work, openness, toughness.strategy, weakness,opinions, threats.2 pointsQuestion 8In a process called _____, products pass through a series of stages from their initial appearanceto their decline.product life potentialpromotional cyclepricing cycleproduct lifecycle2 pointsQuestion 9The most common method of market segmentation is:product sampling.demographic segmentation.economic segmentation.psychographic segmentation.2 points

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Question 10Common carriers move freight:that is non-hazardous.by limited-rate contract.only for business customers.via all modes of transport.2 pointsQuestion 11An offering within a product line, such as a specific size of liquid detergent, is known as a(n)_____.universal product codeprice look-up codestock-keeping unituniversal resource locator2 pointsQuestion 12Which term is used to describe the amount of money available with people after buyingnecessities such as food, clothing, and housing?Basic incomeGross incomeDiscretionary incomePersonal income2 pointsQuestion 13The ideal form of promotion for large, geographically dispersed audiences that will listen to thesame message is:advertising.phishing.public relations.sales promotion.2 pointsQuestion 14Setting aside a specified percentage of sales for promotional mix expenses--either based on pastrecords or projected for the future--is known as _____ budgeting.fixed percent appliedpercentage-of-sales

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