Список вопросов базы знаний

Choose three possible answers: Some types of institutional advertising, as indicated earlier in this chapter, are a ___ of public relations

Choose three possible answers: There is little doubt that the desire among tradesmen and merchants to make good their wares has had an existence almost as long as the ___ of buying and selling, and it is but natural to suppose that advertisements in some shape or form have existed not only from time immemorial, but almost for all time

Choose three possible answers: These ads mainly attempt to create or enhance a positive image for the organization. The discussions that follow ___ on two other approaches to conducting PR: direct contact and publicity

Choose three possible answers: These tours also help in ___ publicity

Choose two possible answers: A new product that is in competition with existing similar products will have little margin for maneuvre as its price will be immediately compared with its ___

Choose two possible answers: A verbally ___ price of two hundred and fifty thousand pounds sounds significantly less than a quote of a quarter of a million pounds, although the amounts are identical

Choose two possible answers: An essential feature of marketing that must be examined is pricing, which can have a profound effect upon the success of a new product and the continued life in the market-place of an established ___

Choose two possible answers: At its initial launch there may be a price incentive offered in the expectation that the product will commend itself to users and so ___ some level of brand loyalty

Choose two possible answers: But it must be remembered that quite apart from consumer markets (in which people buy products for direct consumption) there exists an enormous producer or industrial or business market, consisting of all the individuals and organizations that ___ goods and services that are used in the production of other goods, or in the supply of services to others

Choose two possible answers: But there are three considerations to be made when ___ a price for a product, the economic price, the market price and the psychological price

Choose two possible answers: If it is ___ higher than the figure demanded by competitors it may cause sales to suffer; if pitched lower, particularly if the difference is significant, consumers may question the quality of the product, perhaps unjustifiably

Choose two possible answers: In such a case, such a price war could ___ the chances of the newcomer

Choose two possible answers: In the event of a reduced launch price it may be that competitors will reduce their prices so that a price war ___

Choose two possible answers: Initial pricing is often very high and will be reduced only when competitors enter the ___

Choose two possible answers: It also means that the marketing concept has to be understood throughout the company, e.g. in the production department of a manufacturing company, as ___ as in the marketing department itself

Choose two possible answers: It can be said to be the lowest price that can be demanded to cover all ___ involved in the production of the good and its distribution, and to show a reasonable profit

Choose two possible answers: It is almost ___ that the price will rise to a common level with its competitors

Choose two possible answers: It is in almost universal ___ in the retail trade

Choose two possible answers: It is the job of a product manager or a brand manager to look for ways to ___ sales by changing the marketing mix

Choose two possible answers: It is the price that the customers expect to pay and may be at either of the levels discussed in (a) or, more ___, somewhere in between

Choose two possible answers: It is the ___ economic price that will make production worthwhile

Choose two possible answers: It will depend upon how much a threat the other ___ see in the new product

Choose two possible answers: It would be expected that enough market research would have been done to ensure that there is ___ in the market for an additional product to be able to establish itself and its price must bear favourable comparison

Choose two possible answers: Market opportunities are generally isolated by market segmentation. Once a target market has been identified, a company has to decide what goods or service to ___

Choose two possible answers: Marketers are consequently always looking for market opportunities - profitable possibilities of filling unsatisfied ___ or creating new ones in areas, in which the company is likely to enjoy a differential advantage, due to its distinctive competencies (the things it does particularly well)

Choose two possible answers: Once the basic offer, e.g. a product concept, has been established, the company has to think about the marketing mix, i.e. all the ___elements of a marketing programme, their integration, and the amount of effort that a company can expend on them in order to influence the target market

Choose two possible answers: Products are sold rather than ___

Choose two possible answers: Promotion groups together advertising, publicity, sales promotion, and personal selling, while price includes the basic list price, discounts, the length of the payment period, possible credit terms, and so ___

Choose two possible answers: Rather than risk launching a product or service solely on the basis of intuition or guesswork, most companies ___ market research (GB) or marketing research (US)

Choose two possible answers: Sales representatives, who also talk to customers, are another ___ source of information

Choose two possible answers: Some aspects to be ___ in marketing products include quality, features (standard and optional), style, brand name, size, packaging, services and guarantee

Choose two possible answers: Some management and marketing ___ now distinguish between selling and marketing

Choose two possible answers: Someconsumers realize that the producer market is actually larger than the consumer market, since it ___ all the raw materials, manufactured parts and components that go into consumer goods, plus capital equipment, such as buildings and machines, supplies such as energy and pens and paper, and services ranging from cleaning to management consulting, all of which have to be marketed

Choose two possible answers: The best-known classification of these ___ is the ‘4 Ps’: product, place, promotion and price

Choose two possible answers: The buyer expects to pay high prices because the gifts are high ___

Choose two possible answers: The company must also take account of the existence of ___, who always have to be identified, monitored and defeated in the search for loyal customers

Choose two possible answers: The markets for the Walkman, video-games, personal computers, and genetic engineering, to choose some recent examples, were largely created rather than ___

Choose two possible answers: The other ___ is to enter the market at an average market price, but to have something in the product that can be said to be clearly superior to its competitors

Choose two possible answers: The pricing of a ___ new product is of especial difficulty, particularly if it is an innovation

Choose two possible answers: The second psychological price is the one, which sounds lower than it ___ is.

Choose two possible answers: The word ‘expect to pay’ is significant, especially when the product is competing with similar ___

Choose two possible answers: The ‘marketing concept’, on the ___, assumes that the producer’s task is to find wants and fill them

Choose two possible answers: The ‘selling concept’ assumes that resisting consumers have to be ___by vigorous hard-selling techniques to buy non-essential goods or services

Choose two possible answers: There are two sorts of psychological price. The first is that pertaining to luxury goods or goods generally ___ as generous presents

Choose two possible answers: There is consequently more industrial than consumer marketing, even though ordinary consumers are seldom ___ to it

Choose two possible answers: There is ___ that criers and hawkers were shouting their wares as far back as the days of the early Greeks, Romans, and Phoenicians

Choose two possible answers: They are such things as jewellery, perfumes, high-class watches and similar ___ most often bought as gifts

Choose two possible answers: They collect and analyse information about the size of a potential market, about consumers’ reactions to particular product or service features, and so ___

Choose two possible answers: This means that much of the work of marketing has been done before the final product or service comes into ___

Choose two possible answers: This primitive advertising, refined over the centuries, has carried down to the present ___