Human Kinetics



|Pfister06 | |

1. What are the four components of the marketing mix described in chapter 6?

Correct Answer:

product, price, place, promotion

2. Marketing is another name for advertising.

a. True

*b. False

3. The tangible and intangible elements of a good or service are the _________ of an RET enterprise.

a. purpose

*b. product

c. promise

d. provision

e. none of the above

4. An RET entrepreneur can improve services by

a. changing hours

b. providing new program content

c. hiring new instructors

*d. all of the above

e. b and c

5. What requires a cruise line to tell passengers about port charges and fuel surcharges?

Correct Answer:

truth-in-advertising laws

6. The pricing strategy called bait and switch is legal.

a. True

*b. False

7. A start-up business may decide to set some prices as _________ and incur some loss.

a. profit maximization

b. full cost

c. explicit

*d. introductory

e. indirect

8. An RET entrepreneur can increase sales reach by partnering with other professionals including

a. event planners

b. sales representatives

c. travel agents

*d. all of the above

e. b and c

9. What are the three goals of promotion?

Correct Answer:

inform, persuade, remind

10. Less than half of all travel purchased in 2007 by American customers was done online.

a. True

*b. False

11. Advertising is any form of paid _________ communications placed in the media.

a. nonbiased

*b. nonpersonal

c. creative

d. conventional

e. none of the above

12. For an RET business, the Internet offers marketing opportunities including

a. publicity

b. direct e-mail promotion

c. online sales

*d. all of the above

e. b and c

13. What are two disadvantages of personal sales?

Correct Answer:

expense and limited reach

14. For small RET businesses, cultivating publicity is almost always not worth the effort.

a. True

*b. False

15. An effective Web site _________ can generate publicity with photos and company background.

a. portfolio

b. keyword

*c. pressroom

d. placement

e. none of the above

16. An RET business can evaluate the effectiveness of advertising with

a. a campaign-specific toll-free telephone number

b. promotion codes

c. campaign-exclusive coupons

*d. all of the above

e. none of the above

17. What are the two biggest sources of sales for a typical RET business?

Correct Answer:

returning customers and referrals

18. The most effective form of promotion for many RET businesses is word of mouth.

*a. True

b. False

19. Small firms from one type of business can join together for _________ brochure and ad campaign.

*a. a co-op

b. a coupon

c. an organized

d. a publicity

e. none of the above

20. Examples of Internet sales promotion tactics include

a. virtual tours

b. Internet coupons

c. Web page sponsorships

d. trial offers

*e. all of the above

21. Which of the following is NOT an accurate statement about social media on the Internet?

a. Web sites are designed to facilitate social interaction between friends and build online communities.

b. Social media facilitate the easy exchange of opinions and photos.

c. It can generate unfounded negative comments about an RET business.

*d. Businesses can do nothing to encourage positive comments on social media.

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