$18.\_\_\_\_\_\_\_\_\_\_$ is a measure of the sensitivity of demand to changes in price

A$.$ Pricing parity

B$.$ Consumer valuation

C$.$ Inverse economics

D$.$ Price elasticity

$\_\_\_\_\_\_19.$ The term $\_\_\_\_\_\_\_\_\_\_$ refers to all of those logistical processes that take place before the point of production.

A$.$ mainstream

B$.$ upstream

C$.$ downstream

D$.$ slipstream

$\_\_\_\_\_\_20.$ The term $\_\_\_\_\_\_\_\_\_\_$ refers to the process by which marketers place products in as many outlets as possible $($i$.$e$.$ chewing gum$).$

A$.$ intensive distribution

B$.$ exclusive distribution

C$.$ selective distributions

D$.$ supplemental distribution

MKTG $406$

Marketing Strategy: Theory & Practice

Final Exam $($page $5)$

May $3,2024$

$\_\_\_\_\_\_\_21.$ Which of the following is NOT an element of the promotion mix?

A$.$ advertising

B$.$ sales promotion

C$.$ pricing

D$.$ personal selling

$\_\_\_\_\_\_22.$ Which of the following is a distinguishing characteristic of advertising?

A$.$ Advertising is a paid form of promotion.

B$.$ Advertising is a non$-$personal form of communication.

C$.$ Advertising always has an identified sponsor.

D$.$ These are all distinguishing characteristics of advertising.

$\_\_\_\_\_\_23.$ Which of the following is NOT an example of a sales promotion activity?

A$.$ coupons

B$.$ in$-$store displays

C$.$ billboards

D$.$ free gift with purchase

$\_\_\_\_\_\_24.$ According to the instructor, which of the following is the most effective form of promotion?

A$.$ advertising

B$.$ public relations

C$.$ sales promotion

D$.$ personal selling

$\_\_\_\_\_\_25.\_\_\_\_\_\_\_\_\_\_$ is anything that gets in the way of proper communication.

A$.$ Feedback

B$.$ Noise

C$.$ Encoding

D$.$ Decoding

MKTG $406$

Marketing Strategy: Theory & Practice

Final Exam $($page $6)$

May $3,2024$

$\_\_\_\_\_\_\_26.$ Which of the following is the first step in developing an effective marketing communications program?

A$.$ identify the target audience

B$.$ determine the communications objectives

C$.$ design the message

D$.$ choose the media to send the message

$\_\_\_\_\_\_27.$ Which of the following is the very last step in the $$AIDA$$ model?

A$.$ get attention

B$.$ hold interest

C$.$ arouse desire

D$.$ obtain action

$\_\_\_\_\_\_28.$ A$/$an $\_\_\_\_\_\_\_\_\_\_$ is one in which the advertiser hopes to stir up positive or negative feelings in the hoped$-$for customer so as to motivate a purchase.

A$.$ rational appeal

B$.$ emotional appeal

C$.$ strategic appeal

D$.$ moral appeal

$\_\_\_\_\_\_29.\_\_\_\_\_\_\_\_\_\_$ involves cultivating opinion leaders and getting them to share news about a product to others in their communities.

A$.$ Buzz marketing

B$.$ Mass marketing

C$.$ Consumer marketing

D$.$ Subliminal marketing

$\_\_\_\_\_\_30.$ According to the instructor, which of the following is the most effective way to set a promotion budget?

A$.$ the affordable method

B$.$ the percentage$-$of$-$sales method

C$.$ the competitive$-$parity method

D$.$ the objective$-$and$-$task method

MKTG $406$

Marketing Strategy: Theory & Practice

Final Exam $($page $7)$

May $3,2024$

$\_\_\_\_\_\_\_31.$ As discussed in class, which of the following is NOT a potential competitor of a potential purchase at my neighborhood McDonald$$s$?$

A$.$ Burger King

B$.$ Taco Bell

C$.$ current T$-$Mobile bill

D$.$ These are all potential competitors of a purchase at McDonald$$s$.$

$\_\_\_\_\_\_32.\_\_\_\_\_\_\_\_\_\_$ involves visualizing an opportunity and constructing and implementing flexible strategies.

A$.$ Entrepreneurial marketing

B$.$ Formulated marketing

C$.$ Relational marketing

D$.$ Intrepreneurial marketing

$\_\_\_\_\_\_33.$ Which of the following is NOT one of Michael Porter$$s four basic competitive positioning strategies?

A$.$ overall cost leadership

B$.$ differentiation

C$.$ niche marketing

D$.$ focus

$\_\_\_\_\_\_34.\_\_\_\_\_\_\_\_\_\_$ refers to a company providing superior value by tailoring products to match the needs of targeted customers.

A$.$ Operational excellence

B$.$ Customer intimacy

C$.$ Product leadership

D$.$ Strategic positioning

$\_\_\_\_\_\_35.$ Often dismissed as unimportant and not worthy of consideration, a $\_\_\_\_\_\_\_\_\_\_$ is a small, profitable market segment with high growth potential.

A$.$ second mover

B$.$ middle$-$of$-$the$-$roader

C$.$ distant competitor

D$.$ market niche