QUESTION 1 Increasingly in recent years pharmaceutical companies are advertising

Question

QUESTION 1

Increasingly in recent years pharmaceutical companies are advertising their medications on mass media to patients even though these products require physicians prescribing the product. This approach is an example of which type of promotional strategy?

A.    Pull

B.    Referent

C.    Push

D.    Coercive

QUESTION 2

The American Academy of Orthopedic Surgeons ran a campaign on site marking prior to surgery. This campaign was an example of which form of advertising?

A.    Advocacy

B.    Institutional

C.    Competitive

D.    Product

QUESTION 3

The major problem with the ‘All you can afford’ budgeting method for promotional strategy can lead to:

A.    Spending significantly more than the competitors

B.    Spending far more than is common in the industry

C.    Overspending relative to capital needs

D.    Spending too much or too little than is needed

QUESTION 4

The form in which the message is to be delivered is referred to as the:

A.    Schedule

B.    Medium

C.    Campaign

D.    Vehicle

QUESTION 5

Advertising agencies that have a limited range of services or specialize in a particular area are referred to as:

A.    Limited full service

B.    Boutique agencies

C.    Specialized agencies

D.    Defined scope agencies

QUESTION 6

The major distinction between products and services is that:

A.    Services tend to cost more

B.    Products have a longer life cycle

C.    Services are harder to promote

D.    The degree of tangibility

QUESTION 7

For many years the Mayo Clinic was only located in Rochester, Minnesota. Patients would travel from all over the world to seek out their specialized expertise. Many of these individuals and family members would return over multiple years. The Mayo Clinic might be viewed as a

A.    Valued good

B.    Critical good

C.    Shopping good

D.    Specialty good

QUESTION 8

In the mature stage of the product life cycle, a key objective becomes one of:

A.    Maintaining the existing customer base

B.    Recognizing when it is necessary to withdraw from the market first

C.    Developing selective demand

D.    Maintaining price margins

QUESTION 9

With a high learning product life cycle, the key strategic challenge is to:

A.    Get people to learn to adapt to change

B.    Educating the market as to the benefits of the product

C.    Price it at the appropriate value level

D.    Get the channel to adopt to new use alternatives

QUESTION 10

Brand equity is:

A.    The total dollars a company spends in promoting its brand name

B.    The association a consumer places in a brand with an organization

C.    The worth of the brand in actual dollars in the marketplace

D.    The equity a company has in its stock price

Explanation / Answer

Answer 1.: A. Pull

The goal of pull marketing is to get the customers to come to you, hence the term pull, where marketers are attempting to pull customers in. Thus, pharma companies are pulling in customers with the help of mass media.

Answer 3.: D.    Spending too much or too little than is needed

Answer 4. : B.    Medium

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