1. Which of the following is NOT a marketing objective?
a) Positioning
b) Volume sales
c) Cash flow
d) all of the above
2. What is price skimming?
a) Setting an initially-high price which falls as competitors enter the market
b) Setting a high price which consumers perceive as indicating high quality
c) Setting a low price to "skim off" a large number of consumers
d) none of the above
3. Setting a price below that of the competition is called:
a) Penetration pricing
b) Skimming
c) Competitive pricing
d) none of the above
4. A profit calculated by adding a percentage to the costs of production is called:
a) Mark-up
b) Breakeven
c) Margin
d) none of the above
5. A profit calculated on the basis of a percentage of the selling price is called:
a) Mark-up
b) Breakeven
c) Margin
d) none of the above
6. Calculating prices on the basis of what the market will pay is called:
a) Competitive pricing
b) Demand pricing
c) Prestige pricing
d) none of the above
7. Ending prices with 99p is called:
a) Price lining
b) Prestige pricing
c) Odd-even pricing
d) none of the above
8. Bundle pricing is:
a) Providing a bundle of benefits for one price
b) Packaging a group of products together
c) Providing a group of prices for one product category
d) none of the above
9. Advertising used in the early stages of the PLC is called:
a) Pioneering advertising
b) First-sage advertising
c) Launch advertising
d) none of the above
10. What is institutional advertising?
a) Advertising on behalf of charities
b) Advertising conducted by the Government
c) Advertising aimed at building the corporate reputation
d) none of the above