3. Loss-leader pricing is:
a.
b.
c.
d.
e.

a pricing method where the price the seller quotes includes all transportation costs.
setting the same price for similar customers who buy the same product and quantities
under the same conditions.
deliberately selling a product below its customary price to attract attention to it.
a method of pricing based on a product’s tradition, standardized channel of
distribution, or other competitive factors.
pricing based on intensity of customer demand.

4. Using __________, many retailers deliberately sell products below their normal prices (and
sometimes below cost) to attract attention and induce additional store traffic.
a. customary pricing
b. above-market pricing
c. loss-leader pricing
d. prestige pricing
e. skimming pricing

5.

A type of retail outlet that focuses on one type of product at very competitive prices and
often dominates the market is called a:
a. general merchandise store.
b. specialty outlet.
c. hypermarket.
d. category killer.
e. regional dominator.

6.

__________ is any paid form of nonpersonal communication about an organization,
good, service, or idea by an identified sponsor.
a. Publicity
b. Sales promotion
c. Advertising
d. Personal selling

7.

__________ advertisements are competitive advertisements that show the relative
strength of one brand over another.
a. Advocacy
b. Competitive institutional
c. Reminder
d. Comparative
e. Differentiation

8.

Frequency is defined as the:
a. number of different advertisements, sales promotions, or publicity events in a
promotional campaign of a marketing program.
b. total number of times an advertisement is broadcast on network and cable television
or radio.
c. number of times an advertisement must be shown before a given percentage of the
audience can recall key points of information.
d. number of times an advertisement can be shown before it begins to lose
effectiveness.
e. average number of times a person in the target audience is exposed to an
advertisement.

9.

Because consumers often do not pay close attention to advertising messages, advertisers
want to reach the same audience more than once. The average number of times a person
in the target audience is exposed to a message or advertisement is called:
a. parity.
b. reach.
c. frequency.
d. rating.
e. gross rating points.

10.

The owners of a small toy store had a limited advertising budget. As such, the owners of
the store were very concerned with spending their advertising dollars wisely. One of
their primary advertising concerns was to expose customers in a limited market area to
their advertising messages as often as possible. The owners of the toy store were
concerned with:
a. reach.
b. frequency.
c. gross rating points.
d. cost per thousand.
e. advertising themes.

11..

One of the advantages associated with television as an advertising medium is that it:
a. has a short exposure time.
b. can target specific audiences.
c. is a low-cost medium.
d. has an unlimited amount of advertising time available.
e. can be used to convey complex messages.

12.

One of the advantages associated with radio as an advertising medium is that it:
a. has a long exposure time.
b. can target specific audiences.
c. has a perishable message.
d. has an unlimited amount of advertising time available.
e. is difficult to convey complex messages.

13.

One reason for using magazines as an advertising medium is:
a. magazines have distinct profiles for well-defined target audiences.
b. it takes a long time to place the ad.
c. its high costs.
d. it reaches extremely large audiences.
e. All of the above statements are reasons to use magazines as an advertising medium.

14.

Pricing designed to drive a competitor out of the market place is
a. legal in all cases
b. referred to as pre-emptive pricing
c. referred to as predatory pricing
d. legal so long as it is accurate

Please respond to the following statements as either TRUE or FALSE.
15.

HER Energy Drink was a tremendous marketing success.

16.

An entrepreneur is a person who invest, but does not assume the risks to set up
and operate a profitable business.

17.

Advertising is any form of nonpersonal communication about an organization, a
good, a service, or an idea by an identified sponsor.

18.

Procter and Gamble successfully segmented the laundry market into one segment
with its Tide product.

19.

Shops on Second Street in Long Beach, Melrose Avenue in Los Angeles, and
independent retail shops in Palmdale illustrate various marketing niches by
retailers.

20.

Product placement is a form of advertising seen on television and I movie
theatres.

21.

Entrepreneurs tend to be very conservative and think inside the box.

22.

The 4 Ps of marketing are price, prestige, primary market, and production.

23.

Staples and Home Depot are examples of retail category killers.

24.

Predatory pricing is legal in all 50 states.

25.

Using Jaguar and Aston Martin cars in James Bond movies is an example of
product placement.

26.

Prestige pricing involves setting a very low price so that status or quality
conscious consumers will be attracted to the product.

27.

The purpose of loss leader pricing is to attract customers in hopes they will buy
other products as well, including discretionary products with high mark-ups.

28.

Segmenting the market is rarely a good idea in todays marketplace.

29.

Online retailing is decreasing in the United States.

30.

Pricing is sometimes based on the perceived value on the part of the consumer.

Thank you for your participation and hard work in this class. Wishing you all the best.