Roger McKinney complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures in key media. Based on this information, the firm is MOST likely using the __________ approach to determine its advertising appropriation. A)percent -of-sales B)objective -and -task C)competition -matching D)arbitrary

Roger McKinney complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures in key media. Based on this information, the firm is MOST likely using the __________ approach to determine its advertising appropriation. A)percent -of-sales B)objective -and -task C)competition  -matching  D)arbitrary
by

1 Answer

Answer :

A)percent -of-sales
by

Related questions

People in the marketing department are having difficulty estimating the level of effort needed to achieve advertising goals. This problem is characteristic of the __________ approach to advertising appropriation. A)reliable -appropriation B)match -competition C)arbitrary D)objective -and -task E)percent -of-sales

Description : People in the marketing department are having difficulty estimating the level of effort needed to achieve advertising goals. This problem is characteristic of the __________ approach to advertising appropriation. A) ... B)match -competition C)arbitrary D)objective -and -task E)percent -of-sales

Last Answer : D)objective -and -task

Marketing managers at General Motors are determining what proportion of the budget would be spent on magazine, television, and radio advertisements based on the cost and effectiveness of each. The schedule created by the marketers at GM is called: A)an advertising -allocation plan. B)a media plan. C)an arbitrary allocation plan. D)an objective -task plan.

Description : Marketing managers at General Motors are determining what proportion of the budget would be spent on magazine, television, and radio advertisements based on the cost and effectiveness of each. The schedule created by ... . B)a media plan. C)an arbitrary allocation plan. D)an objective -task plan.

Last Answer : B)a media plan

Market requirements describe the A)customer needs or desired benefits. B)size of the market necessary to justify expenditures. C)events and relationships in a company's outside environment. D)key requirements of a market and the particular competencies of competing firms. E)distinctive competencies that a firm has developed.

Description : Market requirements describe the A)customer needs or desired benefits. B)size of the market necessary to justify expenditures. C)events and relationships in a company's outside environment. ... and the particular competencies of competing firms. E)distinctive competencies that a firm has developed.

Last Answer : A)customer needs or desired benefits.

A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 per cent is using the method 1. percentage of sales 2. arbitrary allocation 3. objective and task 4. competitive parity 5. None of these

Description : A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 per cent is using the method 1. percentage of sales 2. arbitrary allocation 3. objective and task 4. competitive parity 5. None of these

Last Answer : competitive parity

Concerned about the impact on her firm's promotional messages, Karen Dickson of Magnum PLC., seeks an approach with immediate feedback. She is most likely to achieve this through. A)television advertising B)newspaper advertising C)publicity D)personal selling E)sales promotion

Description : Concerned about the impact on her firm's promotional messages, Karen Dickson of Magnum PLC., seeks an approach with immediate feedback. She is most likely to achieve this through. A)television advertising B)newspaper advertising C)publicity D)personal selling E)sales promotion

Last Answer : D)personal selling

A firm that practices price competition engages in which one of the following strategies? A)Setting prices only as low as the second -lowest competitor B)Letting other firms cut price while it retains profitability C)Competing in both price and product differentiation D)Beating or matching the prices of competitors

Description : A firm that practices price competition engages in which one of the following strategies? A)Setting prices only as low as the second -lowest competitor B)Letting other firms cut price ... C)Competing in both price and product differentiation D)Beating or matching the prices of competitors

Last Answer : D)Beating or matching the prices of competitors

As part of a class project, Sue Anderson interviews Gordon Jones, Director of Marketing for Kenner Industries. When asked about Kenner's promotional strategy, Gordon responds that like most industrial firms his organisation places the greatest emphasis on: A)advertising. B)publicity. C)personal selling. D)sales promotion. E)public relations.

Description : As part of a class project, Sue Anderson interviews Gordon Jones, Director of Marketing for Kenner Industries. When asked about Kenner's promotional strategy, Gordon responds that like most industrial firms ... : A)advertising. B)publicity. C)personal selling. D)sales promotion. E)public relations.

Last Answer : C)personal selling.

When asked about the quality of Electrico's distribution system, Mark Johnson proclaims that 95 percent of all orders are filled within two working days. This statement represents the firm's A)mission statement. B)response factor. C)shipping objective. D)customer commitment. E)service standard.

Description : When asked about the quality of Electrico's distribution system, Mark Johnson proclaims that 95 percent of all orders are filled within two working days. This statement represents the firm's A)mission statement. B)response factor. C)shipping objective. D)customer commitment. E)service standard.

Last Answer : E)service standard.

The marketers of Bic razor blades are using a strategy that includes large advertising expenditures and more price flexibility within the various types of blades offered. Based on this example, razor blades are probably in the __________ stage of the product life cycle. A)decline B)growth C)introduction D)maturity

Description : The marketers of Bic razor blades are using a strategy that includes large advertising expenditures and more price flexibility within the various types of blades offered. Based on this example, razor ... the __________ stage of the product life cycle. A)decline B)growth C)introduction D)maturity

Last Answer : D)maturity

In the long run, M&M Mars must view __________ as the floor below which its chocolate bars cannot be priced. A)a 10 percent return on investment B)product development costs C)costs D)advertising expenditures E)Nestle's prices

Description : In the long run, M&M Mars must view __________ as the floor below which its chocolate bars cannot be priced. A)a 10 percent return on investment B)product development costs C)costs D)advertising expenditures E)Nestle's prices

Last Answer : C)costs

Director of marketing Helen Simms tells her new marketing assistant that like most industrial firms, Juniper Joists relies heavily on personal selling to promote its products. When asked what is next in importance, Helen replies A)trade shows. B)print media. C)broadcast media. D)publicity. E)sales displays.

Description : Director of marketing Helen Simms tells her new marketing assistant that like most industrial firms, Juniper Joists relies heavily on personal selling to promote its products. When asked what is next in importance ... A)trade shows. B)print media. C)broadcast media. D)publicity. E)sales displays.

Last Answer : A)trade shows.

Anna Wren, sales manager for Nordic Lumber, tells the firm's inventory manager that failure to have adequate supplies of pressure -treated lumber on hand has cost the firm £175,000 in lost sales. This figure would be used as a component management figures? A)Carrying costs B)Replenishment costs C)Stockout costs D)Safety stock costs E)Reorder costs

Description : Anna Wren, sales manager for Nordic Lumber, tells the firm's inventory manager that failure to have adequate supplies of pressure -treated lumber on hand has cost the firm £175,000 in lost ... figures? A)Carrying costs B)Replenishment costs C)Stockout costs D)Safety stock costs E)Reorder costs

Last Answer : C)Stockout costs

When Graphic Products decided to go international with its marketing effort, it adopted a totally global approach. Which one of the following factors did GP MOST likely experience difficulty with as the firm applied a global strategy for marketing? A) Branding B) Product characteristics C) Packaging D) Labeling E) Advertising

Description : When Graphic Products decided to go international with its marketing effort, it adopted a totally global approach. Which one of the following factors did GP MOST likely experience difficulty with as the ... ? A) Branding B) Product characteristics C) Packaging D) Labeling E) Advertising

Last Answer : E) Advertising

The use of a pull policy may require heavy expenditures for A)advertising and sales promotion. B)public relations and distribution. C)personal selling and public relations. D)distribution and advertising.

Description : The use of a pull policy may require heavy expenditures for A)advertising and sales promotion. B)public relations and distribution. C)personal selling and public relations. D)distribution and advertising.

Last Answer : A)advertising and sales promotion.

A sales representative from a software company shows an accounting firm that a new software package can perform bookkeeping tasks that the firm's present package cannot. The accounting firm is most likely in which stage of the organisational buying decision process? A)problem recognition B)product specification C)product supplier search D)product selection

Description : A sales representative from a software company shows an accounting firm that a new software package can perform bookkeeping tasks that the firm's present package cannot. The accounting firm ... ? A)problem recognition B)product specification C)product supplier search D)product selection

Last Answer : A)problem recognition

If the aim of the promotion to introduce a new consumer product is to achieve high awareness levels, the firm will most likely make heavy use of _______ in the promotional mix. A)advertising. B)sales promotion. C)personal selling. D)publicity. E)public relations.

Description : If the aim of the promotion to introduce a new consumer product is to achieve high awareness levels, the firm will most likely make heavy use of _______ in the promotional mix. A)advertising. B)sales promotion. C)personal selling. D)publicity. E)public relations.

Last Answer : A)advertising.

Product -portfolio analysis is based on the idea that A)a firm's market share and market attractiveness are factors for a marketing strategy. B)a firm has a profitable impact on marketing strategy. C)a product's market growth rate and its relative market share are important determinants of its marketing strategy. D)a product's market growth rate and market attractiveness determine the marketing strategy.

Description : Product -portfolio analysis is based on the idea that A)a firm's market share and market attractiveness are factors for a marketing strategy. B)a firm has a profitable impact on ... marketing strategy. D)a product's market growth rate and market attractiveness determine the marketing strategy.

Last Answer : C)a product's market growth rate and its relative market share are important determinants of its marketing strategy

Standard Cable cuts back advertising expenditures to minimum levels and reduces the number of channel members for its industrial cable product. These actions are indicative of a product in the __________ stage of its life cycle? A)introduction B)growth C)maturity D)decline

Description : Standard Cable cuts back advertising expenditures to minimum levels and reduces the number of channel members for its industrial cable product. These actions are indicative of a product in the __________ stage of its life cycle? A)introduction B)growth C)maturity D)decline

Last Answer : D)decline

7) DuPont implemented an expensive advertising campaign for Stainmaster carpet because the firm understood that if it could sell more carpeting the mills would buy more of its chemicals. DuPont demonstrated an understanding that for industrial firms demand is often A)proportional. B)downward sloping. C)inelastic. D)derived. E)seasonal.

Description : 7) DuPont implemented an expensive advertising campaign for Stainmaster carpet because the firm understood that if it could sell more carpeting the mills would buy more of its chemicals. DuPont demonstrated ... demand is often A)proportional. B)downward sloping. C)inelastic. D)derived. E)seasonal.

Last Answer : D)derived.

As Don Bush prepares a market attractiveness -business position model for his firm, he comes to the point of assessing the business position of the firm's line of jet skis. Which one of the following would be an input with regard to business position? A)Seasonality B)Relative market share C)Industry sales D)Market growth

Description : As Don Bush prepares a market attractiveness -business position model for his firm, he comes to the point of assessing the business position of the firm's line of jet skis. Which one of ... with regard to business position? A)Seasonality B)Relative market share C)Industry sales D)Market growth

Last Answer : B)Relative market share

Bart's Appliance Centre owner Ron Bart has access to a great deal of information generated both inside and outside the firm but much of this information is presently going to waste. Apparently Bart needs to develop a: A)marketing research focus B)marketing knowledge bank C)marketing information system D)data-gathering system

Description : Bart's Appliance Centre owner Ron Bart has access to a great deal of information generated both inside and outside the firm but much of this information is presently going to waste ... A)marketing research focus B)marketing knowledge bank C)marketing information system D)data-gathering system

Last Answer : C)marketing information system

Why should a benchmark statement be included in advertising objectives? A)The shareholders always like to see where a company is in relation to competition. B)It gives an indication of how the advertising message might best be presented. C)Without a reference point, it is difficult to determine to what degree the objectives have been accomplished. D)The objectives become more easily attainable when such a statement is included.

Description : Why should a benchmark statement be included in advertising objectives? A)The shareholders always like to see where a company is in relation to competition. B)It gives an indication of how ... have been accomplished. D)The objectives become more easily attainable when such a statement is included.

Last Answer : C)Without a reference point, it is difficult to determine to what degree the objectives have been accomplished.

As Wham Burger reviews a proposed commercial indicating that the firm's major competitor uses "less than top -quality beef," Wham Burger's director of marketing brings up the issue of the ethics of the campaign. The firm's Chairman correctly states that in the end it will be ------ that determine[s] what is unethical. A)consumer groups B)trade organisations C)the Courts D)Parliament E)society

Description : As Wham Burger reviews a proposed commercial indicating that the firm's major competitor uses "less than top-quality beef," Wham Burger's director of marketing brings up the issue of the ethics of ... [s] what is unethical. A)consumer groups B)trade organisations C)the Courts D)Parliament E)society

Last Answer : E)society

Electro PLC has centralised marketing operations with personnel who direct marketing research, distribution, sales, advertising, and so forth reporting directly to the marketing director. The marketing department is organised by A)product. B)region. C)types of customers. D)function.

Description : Electro PLC has centralised marketing operations with personnel who direct marketing research, distribution, sales, advertising, and so forth reporting directly to the marketing director. The marketing department is organised by A)product. B)region. C)types of customers. D)function.

Last Answer : D)function.

Realizing that her firm's sales promotion budget was small last year and was cut by 30 percent for the coming year, Stacey Baron almost immediately rules out __________ as playing a role in her sales promotion plan. A)samples B)coupons C)point -of-purchase materials D)money refunds E)premiums

Description : Realizing that her firm's sales promotion budget was small last year and was cut by 30 percent for the coming year, Stacey Baron almost immediately rules out __________ as playing a role in her sales promotion plan. A)samples B)coupons C)point-of-purchase materials D)money refunds E)premiums

Last Answer : A)samples

Technology assessment is: A)assessing how much technology has been incorporated into an organisation B)trying to foresee the effects of new products and processes on a firm's operation and on society in general C)assessing how much technology one wants to put into a company in the future D)assessing the cost of new technology to determine whether a firm can afford to use it

Description : Technology assessment is: A)assessing how much technology has been incorporated into an organisation B)trying to foresee the effects of new products and processes on a firm's operation and on society ... D)assessing the cost of new technology to determine whether a firm can afford to use it

Last Answer : B)trying to foresee the effects of new products and processes on a firm's operation and on society in general

Which of the following is NOT a major factor for firms making price decisions? A)Costs B)Competition C)Past sales D)Channel member expectations E)Legal and regulatory issues

Description : Which of the following is NOT a major factor for firms making price decisions? A)Costs B)Competition C)Past sales D)Channel member expectations E)Legal and regulatory issues

Last Answer : C)Past sales

USA Chemicals' president is very excited about the possibility of the firm's British subsidiary having access to all of the EU. He realises that it will be some time before this area truly becomes one market, primarily because of differences in which one of the following factors? A)Available advertising media B)Culture C)Law D)Technology

Description : USA Chemicals' president is very excited about the possibility of the firm's British subsidiary having access to all of the EU. He realises that it will be some time before this area truly becomes ... one of the following factors? A)Available advertising media B)Culture C)Law D)Technology

Last Answer : B)Culture

percentage would represent the firm's: A)target sales B)sales forecast C)sales objective D)sales potential

Description : percentage would represent the firm's: A)target sales B)sales forecast C)sales objective D)sales potential

Last Answer : D)sales potential

As Topnotch Supply's sales force continues to expand, the firm plans to add a fleet of company cars to its sales compensation package. For Topnotch, this would represent a _______ purchase. A)new-task B)modified rebuy C)straight rebuy D)repetitive

Description : As Topnotch Supply's sales force continues to expand, the firm plans to add a fleet of company cars to its sales compensation package. For Topnotch, this would represent a _______ purchase. A)new-task B)modified rebuy C)straight rebuy D)repetitive

Last Answer : A)new-task

The order -processing task that involves verifying product availability, checking prices and customer credit ratings, and filling orders is A)warehousing. B)order handling. C)information processing. D)materials handling.

Description : ThThe order -processing task that involves verifying product availability, checking prices and customer credit ratings, and filling orders is A)warehousing. B)order handling. C)information processing. D)materials handling.

Last Answer : B)order handling

Albert notices a new hospital being built as he is making his sales rounds. He returns to his office to see who will be responsible for this site, as he is allowed to call only on banks in his territory. Apparently the sales force of which Albert is a member is organised by A)function. B)salesperson. C)customer type. D)speciality. E)production.

Description : Albert notices a new hospital being built as he is making his sales rounds. He returns to his office to see who will be responsible for this site, as he is allowed to call only on banks in his ... is a member is organised by A)function. B)salesperson. C)customer type. D)speciality. E)production.

Last Answer : C)customer type.

It is less expensive for a firm to keep an existing customer than to find a new one.This is one reason why a firm's own personnel play a key role in delivering and maintaining customer satisfaction. Personnel are one of the elements in the elements in the ----- product. A)core B)actual C)augmented

Description : It is less expensive for a firm to keep an existing customer than to find a new one.This is one reason why a firm's own personnel play a key role in delivering and maintaining customer satisfaction. Personnel ... of the elements in the elements in the ----- product. A)core B)actual C)augmented

Last Answer : C)augmented

In its introduction of Stainmaster Carpets, Dupont used a pull policy. This approach necessitated heavy expenditure for which one of the following promotional mix elements? A)Advertising B)Publicity C)Personal selling D)Distribution E)Sales promotion

Description : In its introduction of Stainmaster Carpets, Dupont used a pull policy. This approach necessitated heavy expenditure for which one of the following promotional mix elements? A)Advertising B)Publicity C)Personal selling D)Distribution E)Sales promotion

Last Answer : A)Advertising

Boldnew, the maker of a highly innovative light bulb, finds that it has excess stocks. The firm increases its advertising budget by 50 per cent and doubles its sales staff. This company is operating as if it were operating which of the A)production B)sales C)marketing D)social

Description : Boldnew, the maker of a highly innovative light bulb, finds that it has excess stocks. The firm increases its advertising budget by 50 per cent and doubles its sales staff. This company is operating as if it were operating which of the A)production B)sales C)marketing D)social

Last Answer : B)sales

A business adopting the defence strategy approach to social responsibility: A)assumes responsibility for its actions B)tries to minimise or avoid additional obligations linked to the problem C)allows a condition or potential problem to go unresolved until the public learns about it D)complains that current government regulations are unfair and unfavourable

Description : A business adopting the defence strategy approach to social responsibility: A)assumes responsibility for its actions B)tries to minimise or avoid additional obligations linked to the problem C) ... the public learns about it D)complains that current government regulations are unfair and unfavourable

Last Answer : B)tries to minimise or avoid additional obligations linked to the problem

Managing a product in the growth stage of its life cycle might include A)lowering prices after developmental costs have been recovered. B)raising promotion expenditures as a percentage of total sales as sales increase. C)moving from intensive to selective product exposure. D)reducing the number of product models in the product line

Description : Managing a product in the growth stage of its life cycle might include A)lowering prices after developmental costs have been recovered. B)raising promotion expenditures as a percentage of total ... intensive to selective product exposure. D)reducing the number of product models in the product line

Last Answer : A)lowering prices after developmental costs have been recovered.

A company wanting to maintain market share during the maturity stage requires moderate and sometimes large A)advertising expenditures. B)distribution expenditures. C)production expenditures. D)price increases. E)packaging modifications.

Description : A company wanting to maintain market share during the maturity stage requires moderate and sometimes large A)advertising expenditures. B)distribution expenditures. C)production expenditures. D)price increases. E)packaging modifications.

Last Answer : A)advertising expenditures.

When an organisation attempts to control its marketing activities, it may find it difficult to A)determine their effect on sales volume. B)use the information it collects. C)obtain the necessary information. D)get the accounting department to co -operate.

Description : When an organisation attempts to control its marketing activities, it may find it difficult to A)determine their effect on sales volume. B)use the information it collects. C)obtain the necessary information. D)get the accounting department to co-operate.

Last Answer : C)obtain the necessary information

"Mrs. Brown, you would agree that this is the most attractive car interior in this price range, wouldn't you?" Cliff Davis, salesperson at Ford Motors, was using __________ when he made this statement. A)a referral B)an objective C)a bandwagon approach D)a follow -up E)a trial close

Description : "Mrs. Brown, you would agree that this is the most attractive car interior in this price range, wouldn't you?" Cliff Davis, salesperson at Ford Motors, was using __________ when he made this statement. A)a referral B)an objective C)a bandwagon approach D)a follow -up E)a trial close

Last Answer : E)a trial close

A marketer is most likely to set prices according to a cash -flow objective when a A)trial -and -error approach to the market is acceptable. B)certain market share must be maintained. C)quick return on investment is desired. D)product is expected to have a long life cycle.

Description : A marketer is most likely to set prices according to a cash -flow objective when a A)trial -and -error approach to the market is acceptable. B)certain market share must be maintained. C)quick return on investment is desired. D)product is expected to have a long life cycle.

Last Answer : C)quick return on investment is desired.

Alex has been asked to calculate the sales potential for a new line of electronic games his company has acquired. He has developed a general economic forecast for the next two years, used this to estimate market potential and is now calculating sales potential. The approach he is using appears to be: A)build up B)delphi C)break down D)regression

Description : Alex has been asked to calculate the sales potential for a new line of electronic games his company has acquired. He has developed a general economic forecast for the next two years, used this to estimate ... The approach he is using appears to be: A)build up B)delphi C)break down D)regression

Last Answer : C)break down

Suppose marketers at Renault need to determine the effects of an increase in the advertising budget on sales of the Clio. In setting up an experiment, the independent variable would be: A)sales B)price C)advertising expense D)production cost E)wholesale purchases

Description : Suppose marketers at Renault need to determine the effects of an increase in the advertising budget on sales of the Clio. In setting up an experiment, the independent variable would be: A)sales B)price C)advertising expense D)production cost E)wholesale purchases

Last Answer : C)advertising expense

Marketers at Premier Brands want to determine the effects of a price increase on sales of Gourmet Dinners. In setting up an experiment, the dependent variable would be: A)production costs B)price C)advertising costs D)sales E)wholesale purchases

Description : Marketers at Premier Brands want to determine the effects of a price increase on sales of Gourmet Dinners. In setting up an experiment, the dependent variable would be: A)production costs B)price C)advertising costs D)sales E)wholesale purchases

Last Answer : D)sales

Swiss-based Nestlé takes a global approach to marketing its chocolate products, it probably finds that which of the following is MOST easily standardised? A)Product B)Promotion C)Distribution D)Advertising E)Price

Description : Swiss-based Nestlé takes a global approach to marketing its chocolate products, it probably finds that which of the following is MOST easily standardised? A)Product B)Promotion C)Distribution D)Advertising E)Price

Last Answer : A)Product

Anderson Distribution Company management has purchased fifteen fork-lifts in three orders over the past two years. As it plans to place its next order for another five machines, management wonders if additional features may be needed due to expansion in the product lines it carries. For Anderson, this represents a ________ purchase. A)new-task B)modified rebuy C)straight rebuy D)repetitive purchase

Description : Anderson Distribution Company management has purchased fifteen fork-lifts in three orders over the past two years. As it plans to place its next order for another five machines, management wonders if ... a ________ purchase. A)new-task B)modified rebuy C)straight rebuy D)repetitive purchase

Last Answer : B)modified rebuy

Method of managing advertising budget at level company can have money for is classified as A. percentage of sales method B. affordable method C. competitive parity method D. objective and task method

Description : Method of managing advertising budget at level company can have money for is classified as A. percentage of sales method B. affordable method C. competitive parity method D. objective and task method

Last Answer : B. affordable method

Method of managing advertising budget at a certain percentage of sales price per unit or forecasted sales of products is classified as A. percentage of sales method B. affordable method C. competitive parity method D. objective and task method

Description : Method of managing advertising budget at a certain percentage of sales price per unit or forecasted sales of products is classified as A. percentage of sales method B. affordable method C. competitive parity method D. objective and task method

Last Answer : A. percentage of sales method

All elements of the marketing mix are influenced by physical distribution functions. For this reason, it is important for marketers to remember that A)physical distribution decisions must be made prior to any other marketing strategy consideration. B)physical distribution costs often rise as customer service requirements decrease. C)over 75 percent of all marketing costs are associated with physical distribution expenditures. D)no single distribution system is ideal for all situations and target markets.

Description : All elements of the marketing mix are influenced by physical distribution functions. For this reason, it is important for marketers to remember that A)physical distribution decisions must be made ... expenditures. D)no single distribution system is ideal for all situations and target markets.

Last Answer : D)no single distribution system is ideal for all situations and target markets.

If a company's customers are concentrated in a small geographic area and the company sells technical products, which promotion method will it most likely use? A)Advertising B)Publicity C)Personal selling D)Sales promotion

Description : If a company's customers are concentrated in a small geographic area and the company sells technical products, which promotion method will it most likely use? A)Advertising B)Publicity C)Personal selling D)Sales promotion

Last Answer : C)Personal selling