Marketing: Question $33$

Because shelf space is scarce, many supermarkets now charge a $$

for accepting a new brand, to cover the cost of listing and stocking it$.$

o retainer

o slotting fee

o residual fee

o contingent fee

o royalty

Question $34$

$-$ has been defined as a deeply held commitment to re$-$buy or re$-$patronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.

o Loyalty

o Satisfaction

o Value$-$delivery

o "Deep" satisfaction

o Delight

Question $35$

For which of the following products would a manufacturer be most likely to use intensive distribution?

o men's cologne that sells for $$30$ a bottle

o combination fax$/$printers

o Dr$.$ Martin's shoes

o kitchen sinks

o dish soap

Question $36$

Which of the following is an example of a spokesperson?

o Captain Obvious for Hotels.com

o William Shatner for Priceline.com

o Ronald McDonald for McDonald's restaurants

o Charlie Tuna for Starkist

o All of the above are spokespersons.

Question $37$

Which of the following does NOT represent an advertising appeal$/$advertising execution combination the first being an appeal and the second being an execution$)?$

o fear$/$slice$-$of$-$life

o health$/$testimonial

o convenience$/$scientific

o humorous$/$musical

o romance$/$mood

Question $38$

A store selling expensive artwork and luxury goods typically falls into the group with respect to margins and volume.

o mixed$-$markup. high$-$volume

o low$-$volume, mixed$-$markup

o low$-$volume, low$-$markup

o high$-$volume, low$-$markup

o high$-$markup. low$-$volume

Question $39$

A brand developed by a retailer and$/$or wholesaler that is available only in selected retail outlets is called a $$ brand.

o generic

o franchisee

o marque

o national

o private$-$label

Question $40$

Which of the following is a disadvantage of using magazines as an advertising medium?

o low geographic and demographic selectivity

o long ad purchase lead time

o low$-$quality reproduction

o "pass$-$along" readership

o lack of credibility

Question $41$

$$ is a form of online word of mouth, or "word of mouse," that encourages consumers to pass along company$-$developed products and services or audio, video or written information to others online.

o Guerrilla marketing

o Microsite marketing

o Viral marketing

o Interstitial marketing

o Public relations

Question $42$

Johnson & Johnson had an ad for Tylenol headache reliever that would pop up on brokers' Web sites whenever the stock market fell by $100$ points or more. This is an example of a$($n$)$

o microsite

o pay$-$per$-$click ad

o interstitial

o search ad

o banner ad

Question $43$

For which of the following product categories are consumers LEAST likely to engage with on social networks?

o laundry detergent

o news media

o charities

o fashionable clothing

o entertainment media

Question $44$

RFM analysis is based on all of the following EXCEPT:

o how often a customer makes a purchase

o the length of time $($expressed in years$)$ the customer has been a customer of the company

o when the customer made his or her last purchase

o the average amount of the customer's purchases

o All of the above are considered in the calculation of RFM

Question $45$

An advertiser on a limited budget that schedules media so that a heavy dose of advertising is followed by a perio of no advertising $($as exemplified by movie theaters$)$ is using a pattern called

o bursting

o continuity

o pulsing

o concentration

o flighting $($moderate$)$

Question $46$

$-$ is a key ingredient in many marketing campaigns and consists of a diverse collection of incentive

tools, mostly short term, designed to stimulate trial, or quicker or greater purchase, of particular products or services by consumers or the trade.

o Advertising

o Sales promotion

o Public relations

o Personal selling

o Market segmentation

Question $47$

Kinsley is trying to decide between running an ad in Time Magazine or Fortune. The product being advertised is appropriate for college graduates only. A full$-$page $4-$color ad in Fortune costs $$92,500$ while a similar ad in Time costs $$220,500.$ Time boasts a circulation of $3\mathrm{.}1$ million, while Fortune claims a circulation of just $830,000.$

Eighty$-$seven percent of Fortune readers are college graduates compared to $41\mathrm{.}4$ percent of Time's readers.

What is the CPM for these magazines?

o $$111\mathrm{.}45$ for Fortune and $$71\mathrm{.}13$ for Time

o $$0\mathrm{.}11$ for Fortune and $$0\mathrm{.}07$ for Time

o $$33\mathrm{.}51$ for Fortune and $$3\mathrm{.}76$ for Time

o $$29\mathrm{.}84$ for Fortune and $$265\mathrm{.}66$ for Time

o $$8\mathrm{.}97$ for Fortune and $$14\mathrm{.}06$ for Time

Question $48$

Which of the following is an advantage of using radio as an advertising medium?

o higher attention than television

o standardized rate structures

o long duration of ad exposure

o high quality reproduction

o high geographic selectivity