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Liberty University BUSI 520 Quiz 3

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BUSI 520  Exam 3    Liberty University Online                             Friday, March 8, 2020

   Marketing Management (15th Ed.)  Kotler & Keller

Question 1                                                                                                                                     2 out of 2 points

When hotels, motels, and airlines offer discounts in slow selling periods, they are said to be offering ________.

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Question 2                                                                                                                                     2 out of 2 points

Deducting the desired profit margin from the price at which a product will sell, given its appeal and competitors' prices, is known as ________.

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Question 3                                                                                                                                     2 out of 2 points

________ refers to selling below cost with the intention of destroying competition.

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Question 4                                                                                                                                     2 out of 2 points

The prices of tickets to the opera vary depending on where the person would like to be seated — in the gallery or in the stalls. This is an example of ________ pricing.

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Question 5                                                                                                                                     0 out of 2 points

When ConAgra foods decided to cut $250 million in costs to return to a $1 price point (after sales dropped as a result of raising prices $0.25 to cover higher commodity costs), it was using ________.

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Question 6                                                                                                                                     2 out of 2 points

Which of the following is NOT one of the possible consumer reference prices?

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Question 7                                                                                                                                     2 out of 2 points

Consumers are less price sensitive ________.

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Question 8                                                                                                                                      0 out of 2 points

 

________ reward dealers for participating in advertising and sales support programs.

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Question 9                                                                                                                                      0 out of 2 points

Which of the following channel alternatives is most suited to handle complex products and transactions?

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Question 10                                                                                                                                      2 out of 2 points

A(n) ________ vertical marketing system combines successive stages of production and distribution under single ownership.

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Question 11                                                                                                                                      2 out of 2 points

A group of small sellers takes the initiative and organizes a new business entity to carry on wholesaling and possibly some production. This entity is called a(n) ________.

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Question 12                                                                                                                                      2 out of 2 points

Which of the following channel conflict resolution techniques is used only if everything else proves ineffective?

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Question 13                                                                                                                                      2 out of 2 points

The most advanced supply-distributor arrangements for ________ vertical marketing systems rely on distribution programming.

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Question 14                                                                                                                                      2 out of 2 points

Which of the following types of distribution involves severely limiting the number of channel intermediaries?

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Question 15                                                                                                                                      2 out of 2 points

E&OE produces and markets its own brand of skincare products using herbal remedies and natural ingredients through standalone stores as well as an online portal. E&OE is a(n) ________ retailer.

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Question 16                                                                                                                                      2 out of 2 points

In supermarkets and other retail outlets, RFID is used to ________.

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Question 17                                                                                                                                      0 out of 2 points

The owner of supermarket chain Reynold's has realized that customers want a wider variety of goods than is currently available. However, Reynold's cannot afford the costs of storing excess inventory. Additionally, the owner is not willing to take the risk that the new products will remain unsold. Which of the following types of wholesalers can help Reynold's meet customer demand while minimizing costs?

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Question 18                                                                                                                                      2 out of 2 points

Which of the following is true for distributor brands?

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Question 19                                                                                                                                      2 out of 2 points

Which of the following is an example of direct selling?

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Question 20                                                                                                                                      2 out of 2 points

In the ________ type of retailing, customers usually find their own goods, although they can ask salespeople for assistance.

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Question 21                                                                                                                                      2 out of 2 points

According to the hierarchy-of-effects model, which of the following corresponds to the affective stage that a buyer passes through?

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Question 22                                                                                                                                      2 out of 2 points

Which of the following marketing communications principles implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience?

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Question 23                                                                                                                                      0 out of 2 points

Advertising and publicity tools play the most important roles in influencing buying decisions at the ________ stage of buyer readiness.

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Question 24                                                                                                                                      2 out of 2 points

When planning communications for a detergent brand, which of the following sequences of buyer responses should the marketer choose on which to base the communications model?

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Question 25                                                                                                                                      0 out of 2 points

________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.

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Question 26                                                                                                                                      2 out of 2 points

Which of the following is an example of a social media marketing communication platform?

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Question 27                                                                                                                                      0 out of 2 points

Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships, by virtue of its sponsorships of the marquee events. What is the most likely objective for Rolex's sponsorship deal with these events?

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Question 28                                                                                                                                      0 out of 2 points

Comparative advertising works best when ________.

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Question 29                                                                                                                                      2 out of 2 points

When a public relations department of a company advises management about public issues, and company positions and image during good times and bad, it is performing the function of ________.

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Question 30                                                                                                                                      2 out of 2 points

________ is continuous advertising at low levels, reinforced periodically by waves of heavier activity.

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Question 31                                                                                                                                      2 out of 2 points

________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

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Question 32                                                                                                                                      2 out of 2 points

________ advertising aims to stimulate repeat purchase of products and services.

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Question 33                                                                                                                                      0 out of 2 points

Marcel downloaded an episode of his daughter's favorite program to his cell phone to ward off a tantrum while they were shopping. Which of the four distinctive characteristics was most critical to enable this action?

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Question 34                                                                                                                                      2 out of 2 points

What percentage of word-of-mouth content cascades to more than one person beyond the initial recipient?

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Question 35                                                                                                                                      2 out of 2 points

Which of the following is NOT one of the four distinctive characteristics of a mobile device?

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Question 36                                                                                                                                      2 out of 2 points

________ has enrolled more than half a million mothers in Vocalpoint, a group built on the premise that highly engaged individuals want to learn about products and share their opinions with companies and other individuals.

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Question 37                                                                                                                                      2 out of 2 points

Why should mobile ad developers avoid complex viewing experiences?

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Question 38                                                                                                                                      0 out of 2 points

Which of the following best characterizes average consumers' current media consumption patterns?

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Question 39                                                                                                                                      2 out of 2 points

Which of the following is a disadvantage of direct marketing?

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Question 40                                                                                                                                      2 out of 2 points

A salesperson who relies on creative methods for selling a company's tangible or intangible offerings is called a(n) ________.

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Question 41                                                                                                                                      2 out of 2 points

Which of the following is a major advantage of using direct mail?

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Question 42                                                                                                                                      2 out of 2 points

Compensation plans may need to vary depending on the type of salespersons. Which type of salesperson benefits from consistent quarterly bonuses and social pressure?

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Question 43                                                                                                                                      2 out of 2 points

If a prospective client does not want to buy from you because he has a preference for an established supply source, you are facing an objection due to ________.

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Question 44                                                                                                                                      0 out of 2 points

The original and oldest form of direct marketing is ________.

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Question 45                                                                                                                                      2 out of 2 points

Which of the following represents the objective of a social marketing campaign aimed at changing people's values?

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Question 46                                                                                                                                      2 out of 2 points

________ is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan's stated objectives.

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Question 47                                                                                                                                      0 out of 2 points

If Ming was interested in capturing distribution metrics for her retail organization, which of the following might she consider?

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Question 48                                                                                                                                      0 out of 2 points

Which of the following observations is true?

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Question 49                                                                                                                                      2 out of 2 points

Which of the following is true regarding cause-related marketing?

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[Solved] Liberty University BUSI 520 Quiz 3

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BUSI 520 Exam 3 Liberty University Online Friday, March 8, 2020 Marketing Management (15th Ed.) Kotler & Keller Question 1 2 out of 2 points When hotels, motels, and airlines offer discounts in slow selling periods, they are said to be offering ________. Selected Answer: seasonal discounts Question 2 ...
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