Question # 1

In selecting media vehicles, the planner must balance media cost

measures against several media impact factors. First, the planner

should balance costs against the media vehicle's _________ .

Choose an answer

audience quality

audience attention

editorial quality

D or C

Merchandising _________ are corporations that combine several' different retailing forms under central ownership.

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conglomerates

agents

brokers

franchises

Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced further for increased consumer affordability. This reflects the _______

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Product concept

Marketing concept

Marketing mix

Production concept

Selling concept

Who are the echo boomers?

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Generation X

Generation Y

Generation Z

Baby boomers

The marketing information system can serve __________ .

Choose an answer

the company's marketing managers

suppliers

resellers

marketing services agencies

all of the above

When simple message ideas become great ad campaigns, usually the ______ and the ________ will team up to generate many creative concepts. hoping that one of these concepts will turn out to be the big idea.

Choose an answer

advertising specialist; art director

sales promoter; copywriter

advertising agency; art director

copywriter; art director

When amusement parks and movie theaters charge admission plus fees for food and other attractions, they are following a (n) _______ pricing strategy.

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by-product

optional-product

captive-product

skimming

Target marketing sometimes generates controversy and concern.Issues usually involve the targetting of ___________ consumers with _______ products.

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elderly; expensive

young; appealing

vulnerable or disadvantaged; controversial or potentially harmful

vulnerable; potentially harmful

Which is not true of mature consumers?

Choose an answer

The best strategy is to appeal to their active, multidimensional lives

They are an ideal market for exotic travel

High-tech home entertainment products appeal to them

They place more importance on brand names and are more brand loyal

What is a major advantage of product bundle pricing?

Choose an answer

It can promote the na c of products consumers might not otherwise buy

It offers consumers more value for the money

It combines the benefits of the other pricing strategies

All of the above

Which one is the best description of "channel conflict"?

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There would be too many customers on a company's site at one time

If a company sells its products or services online,it would be competing with its offline retailers

It would be had to find its business online

The online description of a product would not be convincing enough to close a sale

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