MKT 319 Practice Exam
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Please circle the most appropriate response.
1. What do Expedia, Travelocity, and Priceline have in common?
a. They are three websites that use the same Internet service provider (ISP).
b. They are companies that use reverse auctions to sell their merchandise.
c. They are three online websites that only sell to businesses.
d. They are all franchise operations that operate in the business-to-business market only.
e. They are the three leading online travel websites.
2. Barter is the practice of exchanging goods and services for other goods and services rather than for:
a. value.
b. perceptions.
c. money.
d. promises.
e. tariffs.
3. Loss-leader pricing is:
a. a pricing method where the price the seller quotes includes all transportation costs.
b. setting the same price for similar customers who buy the same product and quantities under the same conditions.
c. deliberately selling a product below its customary price to attract attention to it.
d. a method of pricing based on a product's tradition, standardized channel of distribution, or other competitive factors.
e. pricing based on intensity of customer demand.
4. Using __________, many retailers deliberately sell products below their normal prices (and sometimes below cost) to attract attention and induce additional store traffic.
a. customary pricing
b. above-market pricing
c. loss-leader pricing
d. prestige pricing
e. skimming pricing
5. A type of retail outlet that focuses on one type of product at very competitive prices and often dominates the market is called a:
a. general merchandise store.
b. specialty outlet.
c. hypermarket.
d. category killer.
e. regional dominator.
6. __________ is any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor.
a. Publicity
b. Sales promotion
c. Advertising
d. Personal selling
7. __________ advertisements are competitive advertisements that show the relative strength of one brand over another.
a. Advocacy
b. Competitive institutional
c. Reminder
d. Comparative
e. Differentiation
8. Frequency is defined as the:
a. number of different advertisements, sales promotions, or publicity events in a promotional campaign of a marketing program.
b. total number of times an advertisement is broadcast on network and cable television or radio.
c. number of times an advertisement must be shown before a given percentage of the audience can recall key points of information.
d. number of times an advertisement can be shown before it begins to lose effectiveness.
e. average number of times a person in the target audience is exposed to an advertisement.
9. Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. The average number of times a person in the target audience is exposed to a message or advertisement is called:
a. parity.
b. reach.
c. frequency.
d. rating.
e. gross rating points.
10. The owners of a small toy store had a limited advertising budget. As such, the owners of the store were very concerned with spending their advertising dollars wisely. One of their primary advertising concerns was to expose customers in a limited market area to their advertising messages as often as possible. The owners of the toy store were concerned with:
a. reach.
b. frequency.
c. gross rating points.
d. cost per thousand.
e. advertising themes.
11.. One of the advantages associated with television as an advertising medium is that it:
a. has a short exposure time.
b. can target specific audiences.
c. is a low-cost medium.
d. has an unlimited amount of advertising time available.
e. can be used to convey complex messages.
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