September 28, 2025 Claire B 0 Comments

Gillette razors are priced using several pricing strategies. Match each pricing strategy with the appropriate example.

A. Segmented pricing
B. Optional-product pricing
C. By-product pricing

D. Captive-product pricing

1. Which is an accurate statement about public relations?

A) It is free.

B)It originates from the public rather than the firm.

C)It is usually more expensive and less cost-effective than traditional advertising.

D)It includes the use of speeches, corporate websites, and special event sponsorships.

E)All of the above

2. A Disney World commercial features Mickey Mouse talking about reasons to visit Disney World again, and includes a 1-800 phone number to “call and book your vacation package in the next 60 minutes to receive automatic upgrades to your flight and hotel.” The commercial is run throughout the year, though sometimes the amount of advertising can vary depending upon vacation season, weather and the economy. This example represents all of the following EXCEPT:

A)Reminder advertising

B)Media scheduling based on continuity

C)Use of a personality symbol

D)closing the sale with time pressure

E)Direct marketing

3. Which of the following is (are) true of direct-mail marketing?

A)It has high target-market selectivity

B)It accounts for a large proportion of U.S. direct marketing spending

C)It has a better yield than mass media like advertising

D)It permits personalization

E)All of the above

4. Gillette razors are priced using several pricing strategies. Match each pricing strategy with the appropriate example.

A. Segmented pricing
B. Optional-product pricing
C. By-product pricing

D. Captive-product pricing

ABCDWhen you purchase a Gillette razor, buy a travel pouch for the razor at a discounted price
ABCDRazors are cheap, but refill blades for the razors are expensive
ABCDA razor used by baseball star Derek Jeter is sold in an auction for $500
ABCDA Gillette razor purchased at an airport shop is more expensive than the same razor purchased at Walmart

5.

Match each definition to it’s corresponding term.

A. a process that begins with idea generation and ends with commercialization.
B. over time, if a firm does not do it’s job from a marketing standpoint, a question mark (according to the BCG Matrix) will most likely become one of these.
C. price, product, place, and promotion
D. a macro-environment variable.
E. entities that a firm has direct contact with (but no real control over) that act can act as constraints on a business’s ability to achieve it’s objectives.
F. a combination of personality and life-style traits.
G. One of the three types of marketing in the “services marketing triangle.”
H. focusing on bringing new products to marketplaces you are already doing business in.
I. using a successful brand name to launch a product in a new product category for the firm.
J. over time, if a firm is doing it’s job correctly from a marketing standpoint, they will hopefully turn a question mark into one of these.
K. the number of items contained in a given product line.
L. advertising, PR, sales promotions, sales force, and direct/online marketing.
M. the ultimate goal of business.
N. taking existing products to new market places.
O. a financial evaluation of how much a brand is worth that goes above and beyond the assets it controls.
P. the ultimate goal of marketing.
Q. a process that begins with problem recognition and ends with post purchase evaluation.
R. all of the product lines and individual products that a company sells.
S. geographics, demographics, psychographics, & behaviorgraphics.
T. carefully coordinating all of the elements of the marketing mix to give consumers a clear, consistent idea of what your brand means.
U. a person or group of people who have significant influence over a consumer and how he/she behaves.
V. any promotional effort that is designed to obtain an IMMEDIATE response.
W. the process of dividing a large customer pool into smaller, more manageable groups.
X. core benefit, actual product, & augmented product.

Y. any firm that helps distribute, promote, or sell a product offering to the end consumer.

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