Price–quantity effects refers to

People being more sensitive to changes in price than to changes in quantity

The target audience for the communication strategy ____________

Can be a subset of the target market

Communication tactics involve selecting____________

The media and creative execution

The communication strategy involves identify the _________

Target audience and communication message

Skimming Pricing should be used when

Marketing pioneering does not lead to a signficant advantage

Unit-based pricing effects refers to

expressing the price of an offering in terms of its total cost.

Reference-price effects refers to

People evaluating prices relative to other prices

The brand image does not reflect

only the company efforts in creating positive associations

Incentives are offered to

Customer, collaborators, and company employees

Penetration pricing refers to setting

relatively low prices to gain high sales volume

Usage-based pricing effects refers to

the cost of the good spread over a particular time frame.

Incentives enhance the value of the offering by

Providing additional benefits and reducing costs

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Exam 3 - review

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Questions 27

Answers

1
In the introduction stage of the product life cycle there is (are)_________
only one product
bestseller products
A full product line
various versions of the product
2
The price aspect of the offering defines revenues while other aspects of the offering add costs
True
False
3
Price–quantity effects refers to
the cost of the good spread over a particular time frame.
People being more sensitive to changes in price than to changes in quantity
expressing the price of an offering in terms of its total cost.
People evaluating prices relative to other prices
4
Signaling the price of the product is an aspect of the ___________ value of the brand.
Equity
Psychological
Functional
Monetary
5
The service aspect is unique in that involves providing benefits without ____________ .
promotion
ownership
production
pricing
6
Which of the following measures are used for measuring preference
Attitude towards the product
Recall
Exposure
Sales volume
7
The target audience for the communication strategy ____________
Can target different target markets
Can be a subset of the target market
Should not be related to the target market
Must address the entire market
8
Communication tactics involve selecting____________
The media and message strategy
Target audience and communication message
The message strategy and creative execution
The media and creative execution
9
The communication strategy involves identify the _________
Target audience and communication message
The communication goals and communication message
Target market and goals
Target market and customer value
10
Skimming Pricing should be used when
Demand is elastic
Competition is high
Cost is a a fuction of volume
Marketing pioneering does not lead to a signficant advantage
11
Push promotions are incentives offered to channel members.
False
True
12
Unit-based pricing effects refers to
expressing the price of an offering in terms of its total cost.
People evaluating prices relative to other prices
People being more sensitive to changes in price than to changes in quantity
the cost of the good spread over a particular time frame.
13
Which of the following is the primary concern of customers with the product aspect of the offering
Attributes
Cost
Benefits
Price
14
Communication goals must have ________ & __________ benchmarks.
Quantitative and qualitative
Quantitative and temporal
Temporal and Qualitative
Qualitative and temporal
15
The marketing objective in the growth stage of the product life cycle is ___________
product differentiation
Increasing awareness
maintaining brand loyalty
harvesting
16
Reference-price effects refers to
the cost of the good spread over a particular time frame.
People being more sensitive to changes in price than to changes in quantity
expressing the price of an offering in terms of its total cost.
People evaluating prices relative to other prices
17
The ability of individuals to express their idenity through a brand is an aspect of the ___________ value of the brand.
Functional
Psychological
Equity
Monetary
18
The brand is one aspcet of the the company's offering.
False
True
19
Which of the following parties are reponsible for ensuring that the product designed creates value for customers
Managers
Enigneers
Customers
Competitors
20
The brand image does not reflect
how customers see a brand through the lens of their values & beliefs
benefits, usage occasions, experiences, concepts, products, & places
only the company efforts in creating positive associations
all brand-related associations that exist in a customer’s mind.
21
Most incentives are long term in nature
True
False
22
Identifying the company offerings is an aspect of the ___________ value of the brand.
Monetary
Functional
Equity
Psychological
23
Incentives are offered to
only company employees
only customers and company employees
Customer, collaborators, and company employees
Only collaborators and customers
24
Penetration pricing refers to setting
relatively low prices to gain high sales volume
high prices to target customers actively seeking product benefits
relatively low prices to target customers actively seeking product benefits
relatively high prices to gain high sales volume
25
Usage-based pricing effects refers to
the cost of the good spread over a particular time frame.
People evaluating prices relative to other prices
expressing the price of an offering in terms of its total cost.
People being more sensitive to changes in price than to changes in quantity
26
Incentives enhance the value of the offering by
Providing additional benefits and reducing costs
Increasing short term sales
Providing additional benefts
Reducing costs
27
Which of the following communications goals is most relevant when informing customers about an upcomming movie.
Reaction
Awareness
Action
Preference

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