Which of the following statements is correct?

By eliminating the middleman, most firms can sell to final consumers at a lower price.

Middlemen typically perform very few marketing functions.

You can eliminate the middleman, but you cannot eliminate the functions it performs.

Middlemen typically have a lower level of marketing expertise than manufacturers.

Advertising effectiveness can be measured in terms of:

Sales (i.e., the increase in sales since the advertising campaign began).

Recognition (i.e., how many people remember seeing the advertisement).

Recall (i.e., how many people remember the main point of the advertisement).

All the above

Intensive distribution is typically used for:

Convenience products

Specialty products

Shopping products

Unsought products

1. To choose the best advertising medium, a marketer should know:
2. The cost of alternative media (TV, radio, newspapers, etc.).
3. What must be said, or communicated to the target market.
4. Which market segment(s) is being targeted.
5. All of the above.

2 points

1. Manufacturers' agents:
2. Work on a commission basis.
3. Usually sell a narrow line of complementary products produced by several manufacturers.
4. Oftentimes are used to sell products whose limited sales potential discourages manufacturers from developing their own sales forces.
5. All of the above are true.

Jackie is home watching The Voice.The program is interrupted by a commercial break.Jackie listens to part of a commercial for a dating/matchmaking company, but then starts playing with the puppy and does not listen to the rest of the ad.This is an example of:

Selection perception.

Selective attention.

Selective exposure.

All of the above.

Julio is watching WWF (wrestling), when a commercial for a new sport utility vehicle comes on.The ad claims that their SUV is the most rugged $15,000 SUV on the market.However, rather than being impressed with the price of the vehicle, Joseph concludes that it must be a piece of junk.This is an example of:

Selection perception.

Selective attention.

Selective exposure.

All of the above.

A tire manufacturer created a series of ads, showing drivers hitting the breaks and swerving in order to avoid a potentially dangerous situation.Which type of appeal is the tire manufacturer using in these ads?

Challenge

Rational

Fear

Social

Which of the following examples best describes the stocking up effect (or forward buying)?

During the summer consumers stock up on Coke because it is so hot outside.

A supermarket offers a buy two cans, get one free promotion for a particular brand of soup, so its customers purchase a lot more soup that week.However, because they really do not eat more soup the supermarket does not sell very much soup over the next several weeks.

During the winter the Lawn Boy company makes a lot of lawnmowers because it knows that its retailers will be needing new shipments during the springtime.

A store places an order for a bunch of new toys because it believes that there will be a huge demand for these items in the coming months.

Which of the following statements regarding pioneering advertising is true?

The purpose of pioneering advertising is to convince consumers to switch brands.

The purpose of pioneering advertising is to build primary demand.

The purpose of pioneering advertising is to build selective demand.

All of the above are true.