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D. In return for painting her fence, Mrs. Maloney gave Larry a box of homemade fudge.
Which of the following is an example of a marketing exchange?
A. The waitress gave Cyrus a menu, and he placed his food order.
B. Griffin helped Mandy replace the air filter in her lawn mower.
C. Ken and Maggie gave their son an MP3 player for his birthday.
D. In return for painting her fence, Mrs. Maloney gave Larry a box of homemade fudge.
E. Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working
C. Successful companies recognize that creating and delivering value to their customers is extremely important.
Which of the following statements is true about marketing?
A. Most marketers are seeking a one-time exchange or transaction with their customers.
B. The focus of production-driven companies is on developing and sustaining relationships with their customers.
C. Successful companies recognize that creating and delivering value to their customers is extremely important.
D. Though marketing plays an important role in developing relationships with customers, it cannot do much to maintain them.
E. By definition, a marketing transaction has to involve the exchange of money.
D. Value
) _____ is the customer’s perception of all the benefits of a product or service weighed against all the costs of acquiring and consuming it.
A. Cost efficiency
B. Information
C. Range
D. Value
E. Exposure
B. place
) Product, price, promotion, and _____ are the 4Ps of the marketing mix.
A. people
B. place
C. package
D. print
E. privilege
C. marketing mix
Price, product, place and promotion together form the:
A. value.
B. promotional mix.
C. marketing mix.
D. integrated marketing communication.
E. distribution channel.
A. advertising.
) Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by:
A. advertising.
B. sales promotion.
C. public relations.
D. publicity.
E. direct marketing.
B. Integrated marketing communications
_____ involves coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers.
A. Marketing mix
B. Integrated marketing communications
C. Relationship marketing
D. Sales promotion
E. Mass media advertising
C. integrated marketing communications
British Airways employed _____ when it used product placement to make sure that viewers of the movie Die Another Day knew that James Bond flies first class on British Airways. The airline ran advertising campaign based around the slogan, “Save your Pennys, fly like Bond,” referring to the secretary that Bond flirts with in each film. British Airways also paid for the rights to screen the film on its flights before the movie was available at video stores.
A. the marketing mix
B. sales promotion activities
C. integrated marketing communications
D. the 4As
E. relationship marketing
C. Integrated marketing communications
Arm & Hammer UltraMax deodorant contains time-released baking soda and provides “extra muscle for the game of life.” Ads for the product featured a baseball star saying “When your day goes into extra innings, you need a deodorant with extra muscle,” appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com. Which marketing strategy was Arm & Hammer implementing?
A. Mass customization
B. Exchange
C. Integrated marketing communications
D. Buzz marketing
E. Relationship marketing
B. American Association of Advertising Agencies.
The 4As” stands for:
A. Association for Awareness of Advertising and Action.
B. American Association of Advertising Agencies.
C. Asian Association for Advertising Agencies.
D. Advertising aimed at Americans, Africans and Asians.
E. Advertising Agencies Association of America.
C. integrated marketing communications
The central theme of the concept of _____ is that all of an organization’s marketing and promotional elements and activities communicate consistently and in a unified manner with its customers.
A. the marketing mix
B. exchange
C. integrated marketing communications
D. the promotional mix
E. relationship marketing
C. total marketing communications strategy.
) Integrated marketing communications requires a “big picture” approach to planning marketing and promotion programs, requiring advertising agencies to develop a(n):
A. alternative approach for each media method.
B. support system for production differentiation.
C. total marketing communications strategy.
D. reduced emphasis on information advertising and increased emphasis on persuasive marketing.
E. different marketing mix for the same product in different countries.
D. Integrated marketing communications
) _____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum impact.
A. Marketing mix
B. Buzz marketing
C. Exchange
D. Integrated marketing communications
E. Promotional planning
B. integrated marketing communications.
Terms such as new advertising, orchestration, and seamless communication have been used to describe:
A. the marketing mix.
B. integrated marketing communications.
C. the promotion mix.
D. relationship marketing.
E. the 4 A’s.
E. firms should develop a total marketing communications strategy.
Advocates of integrated marketing communications argue that:
A. firms should communicate with its customers primarily through media advertising.
B. nonpersonal communications is more effective than personal communications.
C. package design is the most important way of communicating with customers.
D. firms should communicate with its customers primarily through one-on-one communication techniques.
E. firms should develop a total marketing communications strategy.
A. have all of a company’s marketing and promotional activities project a consistent unified image to its customers.
The goal of an integrated marketing communications program is to:
A. have all of a company’s marketing and promotional activities project a consistent unified image to its customers.
B. control all facets of a product’s distribution.
C. communicate with customers primarily through advertising.
D. have complete control over all the channel partners in the distribution channel.
E. create a brand image so strong that it destroys all of its competition.
D. IMC is viewed as on ongoing strategic business process.
Which of the following is true about integrated marketing communication (IMC)?
A. It is a tactical integration of various communication activities.
B. Audience does not form an important part of the IMC process.
C. Employees are not seen as an important part of the IMC process.
D. IMC is viewed as on ongoing strategic business process.
E. IMC simply involves bundling promotional mix elements together.
C. Integrated Marketing Communications
_____ has been described as one of the “new-generation” marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders.
A. Marketing Mix
B. Promotion
C. Integrated Marketing Communications
D. Mass media advertising
E. Mass marketing
C. micromarketing.
To respond to media fragmentation, marketers are moving away from mass marketing and engaging in:
A. mass media communication.
B. television advertising.
C. micromarketing.
D. mass production.
E. relationship management.
D. brand identity
Arm & Hammer UltraMax deodorant contains time-released baking soda and provides “extra muscle for the game of life.” Ads for the product featured a baseball star saying “When your day goes into extra innings, you need a deodorant with extra muscle,” appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com. Through the use of IMC, Arm & Hammer is hoping to create _____ for its new product.
A. a marketing plan
B. competition
C. mass customization
D. brand identity
E. market segments
B. Brand identity
_____ is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it.
A. Touch point
B. Brand identity
C. Marketing mix
D. Customization
E. Interactive marketing
B. mass-media advertising
Traditionally, _____ has been the cornerstone of brand-building efforts.
A. interactive media
B. mass-media advertising
C. public relations
D. product placement
E. personal selling
D. Promotion
______ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services.
A. Publicity
B. Advertising
C. Organizational communication
D. Promotion
E. Marketing
A. Packaging
Which of the following is NOT an element of the traditional promotional mix?
A. Packaging
B. Advertising
C. Personal selling
D. Sales promotion
E. Public relations
D. the promotional mix.
The basic elements that are used to accomplish an organization’s marketing communication objectives are referred to as:
A. the marketing mix.
B. marketing strategy tools.
C. persuasive marketing mix.
D. the promotional mix.
E. public relations.
A. Advertising
_____ is defined as any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media communication.
A. Advertising
B. Personal selling
C. The promotional mix
D. Publicity
E. Sales promotion
A. paid forms of nonpersonal communication about a good, service, or company.
Advertising is defined as any:
A. paid forms of nonpersonal communication about a good, service, or company.
B. any communication about a good, service, or company.
C. any communication that moves a product from one level to another level of the distribution channel.
D. personal communication from a company’s representative to prospective buyers.
E. nonpersonal communication about a good or service that is not paid for or run under identified sponsorship.
A. Low cost per contact
Which of the following is a characteristic of advertising as a form of promotion?
A. Low cost per contact
B. Non-paid form of promotion
C. The sponsor or advertiser is not identified
D. Immediate feedback and capability to close sales
E. Makes use of non-traditional media
A. Advertising
Clave, a large soap manufacturing firm, has come up with a new soap known as ‘Honeydew’ for the masses across various countries. It wants to promote the soap to mass audiences across various countries in a persuasive and cost effective manner and at the same time enhance the overall company image. It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for promotion of ‘Honeydew’?
A. Advertising
B. Direct marketing
C. Personal selling
D. Sales promotion
E. Publicity
D. advertising.
The best-known and most widely discussed form of promotion is:
A. personal selling.
B. sales promotion.
C. direct marketing.
D. advertising.
E. publicity/public relations.
D. Immediate feedback
Which the following is NOT possible through the use of advertising?
A. Ability to control the message
B. Low cost per contact
C. Ability to create brand images and symbolism
D. Immediate feedback
E. Control of message content and media placement
A. Advertising
Which promotional mix would a firm use if it wanted to reach a large consumer audience while keeping cost per contact low and create a symbolic image or appeal for a new brand?
A. Advertising
B. Personal selling
C. Sales promotion
D. Coupons
E. Door-to-door selling
C. It is a valuable tool for building company and brand image.
Which of the following is true about advertising?
A. It attempts to create a personal relationship with the customers.
B. The nature and purpose of advertising is usually the same across various industries.
C. It is a valuable tool for building company and brand image.
D. Advertising is used only for the promotion of mass consumer products.
E. One disadvantage of advertising is that it gets too personal with consumers.
C. Direct marketing
) _____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction.
A. Advertising
B. Sales promotion
C. Direct marketing
D. Publicity
E. Public relations
D. national
Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising.
A. primary demand
B. trade
C. consumer
D. national
E. retail
A. National advertising
Stylo, a perfume manufacturing company, spends about $1,000,000 annually in order to advertise and remind its customers in the United States about its company, brand, its features, benefits, uses, and mainly to reinforce its image and attract customers to purchase its products. Which type of advertising is it making use of?
A. National advertising
B. Primary demand advertising
C. Trade advertising
D. Business-to-business advertising
E. Professional advertising
D. Retail
) _____ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment.
A. Trade
B. Professional
C. Direct response
D. Retail
E. National
C. Retail advertising
Big bazaar, a supermarket in India, recently placed an ad in the newspapers circulated in Bangalore city that it would provide 10 vegetables at a flat rate of Rs.10 to consumers from Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the Bangalore city. Which of the following types of advertising did it make use of?
A. National advertising
B. Trade advertising
C. Retail advertising
D. Primary-demand advertising
E. Direct response advertising
D. direct-action
Advertising done by Target, Kohl’s, and Macy’s for the purpose of building store traffic and encouraging consumers to make a purchase now is known as _____ advertising.
A. trade
B. facultative
C. cooperative
D. direct-action
E. direct-response
C. It is done to build store traffic and sales.
Which of the following is true about retail advertising?
A. It is done by large companies on a nationwide basis or in most regions of the country.
B. It takes the form of direct-response advertising.
C. It is done to build store traffic and sales.
D. It designed to stimulate demand for the general product class or entire industry.
E. It is targeted to marketing channel members such as wholesalers, distributors, and retailers.
C. a direct-action promotion.
A used bookstore that runs an ad which announces a “12-hour, everything must go” sale is using:
A. homogeneous marketing.
B. direct-response advertising.
C. a direct-action promotion.
D. an indirect-response advertising.
E. bait and switch advertising.
D. direct-action advertising.
Retail/Local advertising often takes the form of:
A. trade advertising.
B. selective-demand advertising.
C. bait and switch advertising.
D. direct-action advertising.
E. indirect response advertising.
B. stimulate demand for a general product class or industry.
Primary-demand advertising is designed to:
A. draw particular attention to a particular branded item.
B. stimulate demand for a general product class or industry.
C. help launch a specific line extension.
D. compare two or more competitors in a real world situation.
E. create a market share gain for the industry leader.
B. Selective-demand
) _____ advertising focuses on creating demand for a specific company’s brand.
A. Primary-demand
B. Selective-demand
C. Trade
D. Secondary-demand
E. Industrial
B. primary-demand advertising.
) Amul, a food product marketing organization, has come up with new global ads that promote the benefits of drinking milk as well as demonstrates the various uses of milk. This is an example of:
A. trade advertising.
B. primary-demand advertising.
C. secondary-demand advertising.
D. retail advertising.
E. professional advertising.
C. Primary-demand advertising
The National Egg Coordination Committee has for years now been promoting the benefits of eggs and their importance in one’s diet through its ads, which are aired in many nations. Which type of advertising is it making use of?
A. National advertising
B. Professional advertising
C. Primary-demand advertising
D. Selective-demand advertising
E. Trade advertising
A. Advertisement of ‘Complan’ that compares its benefits against its competitor ‘Bournvita’.
Which of the following best describes selective-demand advertising?
A. Advertisement of ‘Complan’ that compares its benefits against its competitor ‘Bournvita’.
B. Beef council stimulating the demand for beef through an ad.
C. Advertisement of Coca-Cola placed in progressive grocer, a trade magazine to promote Coca-Cola to food store managers.
D. Lufthansa ad that appears in the newspapers all across the country.
E. Ad for a 3 day discount in a restaurant located in San Diego which appears in the local newspaper.
E. A newspaper ad for a 3 day discount in a restaurant located in the outskirts of San Diego.
Which of the following is an example of retail advertising?
A. Advertisement of a health drink ‘Complan’ that compares its benefits against its competitor ‘Bournvita’.
B. Beef council stimulating the demand for beef through an ad.
C. Advertisement of Coca-Cola placed in Progressive grocer, a trade magazine to promote Coca-Cola to food store managers.
D. Lufthansa ad that appears in the newspapers all across the country.
E. A newspaper ad for a 3 day discount in a restaurant located in the outskirts of San Diego.
D. Business-to-Business
_____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products.
A. Professional
B. Primary demand
C. Retail
D. Business-to-Business
E. Direct-response
C. business-to-business
Ads for Wagner Brake Products, Champion spark plugs, MOOG chassis parts, and Keystone wheels in Tire Review, a journal written and published especially for owners/operators of auto shops, are examples of _____ advertising.
A. retail
B. direct-response
C. business-to-business
D. direct – mail
E. primary-demand
C. professional advertising.
DocStock, a company that manufactures stethoscopes, has placed an ad in DocsMag, a magazine targeted at doctors. This is an example of:
A. business-to-business advertising.
B. trade advertising.
C. professional advertising.
D. primary-demand advertising.
E. direct action advertising.
D. Trade
_____ advertising is targeted to marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand.
A. National
B. Selective-demand
C. Professional
D. Trade
E. Retail
C. Advertisement of Coca-Cola placed in Progressive grocer, a magazine to promote Coca-Cola to food store managers.
Which of the following is an example of trade advertising?
A. Advertisement of a health drink i.e. ‘Complan’ that specifies the benefits of drinking it.
B. The Silk Federation of Asia advertising the importance of silk and the various purposes that it could be used for.
C. Advertisement of Coca-Cola placed in Progressive grocer, a magazine to promote Coca-Cola to food store managers.
D. SouthWest Airlines ads that appears in the newspapers all across the country.
E. Ad for a 3 day discount in a restaurant located in a remote area in San Diego which appears in the local newspaper.
A. Traditionally, it has not been considered an element of the promotional mix.
Which of the following statements is true about direct marketing?
A. Traditionally, it has not been considered an element of the promotional mix.
B. It is synonymous with direct mail.
C. Indirect-response advertising is considered as one of its major tools.
D. It is seldom, if ever, used by companies that have an external sales force.
E. It does not exist beyond direct mail and mail-order catalogs.
C. Direct marketing
Bradford Exchange is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information of new issues and encouraging you to place your order for additional plates. Given this information, which promotional element does Bradford Exchange depend upon?
A. Advertising
B. Sale promotion
C. Direct marketing
D. Publicity
E. Pricing
A. direct-response
) One of the major tools of direct marketing is ______ advertising, where a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.
A. direct-response
B. primary-demand
C. business-to-business
D. trade
E. selective-demand
A. direct-response
) The ad for the Bose Wave radio/CD player in Newsweek magazine has a coupon that you can use to order the radio/CD player, a toll-free number you can call to place an order, and a website to place orders. This ad is an example of _____ advertising.
A. direct-response
B. primary-demand
C. business-to-business
D. trade
E. secondary demand
C. Telemarketing
_____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads.
A. Advertising
B. Buzz marketing
C. Telemarketing
D. Direct response marketing
E. Door-to-door selling
A. interactive
) Coldwater Creek is a retailer that uses its website to promote and sell new merchandise. Coldwater Creek views the Internet as a(n) _____ medium.
A. interactive
B. indirect
C. primary-demand
D. print
E. traditional
E. interactive
Starbucks has developed apps for the iPhone which allow customers to share drink recipes, find the nearest Starbucks, look up nutritional information, and manage their Starbucks gift cards. This is an example of ¬¬_____ marketing.
A. trade
B. direct
C. direct action
D. professional
E. interactive
C. It enables marketers to gather valuable personal information from customers and prospects.
Which of the following is true about the Internet media?
A. It is considered as traditional media.
B. It essentially allows for one-way communication.
C. It enables marketers to gather valuable personal information from customers and prospects.
D. The effect of using Internet media can be closely and precisely measured by advertising and other forms of promotion.
E. One major disadvantage of Internet media is that it cannot be integrated with other media programs
D. Sales promotion
_____ includes those marketing activities that provide extra value or incentives for purchasing a product such as coupons and premiums.
A. Direct marketing
B. Advertising
C. Public relations
D. Sales promotion
E. Brand equity
A. consumer-oriented sales promotion.
Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as:
A. consumer-oriented sales promotion.
B. trade-oriented sales promotion.
C. direct marketing incentives.
D. public relations.
E. strategic promotions.
A. consumer-oriented sales promotion.
Chicken of the Sea includes coupons in their magazine advertisements. This is an example of:
A. consumer-oriented sales promotion.
B. direct-response advertising campaign.
C. primary-demand advertising campaign.
D. trade-oriented sales promotion.
E. service-oriented sales promotion.
B. trade-oriented sales promotion.
Sales promotion programs targeted toward marketing intermediaries such as wholesalers, distributors, and retailers are known as:
A. consumer-oriented sales promotion.
B. trade-oriented sales promotion.
C. functional inducement.
D. direct marketing.
E. integrated promotions.
B. trade-oriented sales promotion.
Florafax Wire Service allows a consumer in Alaska to go to his or her local florist and order roses to be sent to a friend in Maine. The Alaskan florist uses Florafax to order the roses from a florist in Maine who will arrange and deliver them. An ad for Florafax in a trade journal for florists offers retail florists a $4 rebate when they send 20 orders and an additional $.75 per order when they use florafax.net online sending. In its ad, Florafax is using:
A. consumer-oriented sales promotion.
B. trade-oriented sales promotion.
C. functional inducement.
D. telemarketing.
E. integrated promotions.
C. Publicity
_____ is nonpersonal communication neither directly paid for nor run under identified sponsorship.
A. Advertising
B. Sales promotion
C. Publicity
D. Public relations
E. Personal selling
C. Advertising is paid for by the sponsoring organization, and publicity is not.
Which of the following statements describe the difference between publicity and advertising?
A. Advertising is done by manufacturers, and publicity is done by retailers.
B. Advertising is personal, and publicity is nonpersonal in nature.
C. Advertising is paid for by the sponsoring organization, and publicity is not.
D. Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character.
E. Advertising typically utilizes mass media, and publicity does not.
B. credibility.
One of the primary advantages inherent in the use of publicity is its:
A. ability to be personalized.
B. credibility.
C. negligible variable costs.
D. tangibility.
E. ability to be closely controlled and monitored by the organization that is being publicized.
B. publicity
When the individual voted off of The Survivor, a reality series, appears on David Letterman as a guest to discuss the series and his or her role in the series, it is an example of _____ for the CBS television show.
A. advertising
B. publicity
C. sales promotion
D. personal selling
E. direct marketing
B. Publicity
Because of the perceived objectivity of the source, which of the elements of the promotional mix is usually regarded as most credible?
A. Advertising
B. Publicity
C. Packaging
D. Sales promotion
E. Direct marketing
C. Publicity is one of the most important communication techniques used in public relations.
Which of the following statements about publicity and public relations is true?
A. Publicity generally has a broader purpose and objective than public relations.
B. Publicity is the only tool used in a firm’s public relations efforts.
C. Publicity is one of the most important communication techniques used in public relations.
D. Publicity has more of a long term, on-going purpose than public relations.
E. Publicity and public relations are synonyms for each other.
C. Publicity is not always under the control of the organization that reaps the negative and positive benefits from it.
Which of the following statements describe a disadvantage of publicity?
A. Publicity is expensive to implement.
B. Publicity has relatively low credibility.
C. Publicity is not always under the control of the organization that reaps the negative and positive benefits from it.
D. Publicity is not useful with a market segmentation strategy.
E. Publicity makes a market aggregation strategy ineffective.
E. publicity.
An article in Financial Times announced that Puma had developed the Thrift shoe, based on its award-winning design. The Thrift shoe was to be made in a limited edition of 510 pairs of fabric from second-hands clothes and would not be available in the U.S. According to the article, each pair would come complete with a numbered certificate of authenticity and a private password for the dedicated Web page so all proud owners could “swap their soles.” The article created interest in the shoes and is an example of:
A. sales promotion.
B. advertising.
C. personal selling.
D. sponsorship.
E. publicity.
D. negative publicity.
A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers. News of the lawsuit was reported by the wire service, and it appeared in several newspapers. This is an example of:
A. sales detraction.
B. negative advertising.
C. cause selling.
D. negative publicity.
E. neutral publicity.
B. publicity/public relations.
A review of a movie in Newsweek magazine or on the Good Morning America television show is an example of:
A. personal selling.
B. publicity/public relations.
C. direct marketing.
D. advertising.
E. media-selling.
D. public relations.
When an organization systematically plans and distributes information in an attempt to control and manage the nature of the publicity it receives and its image, it is engaging in a function known as:
A. image management.
B. advertising.
C. integrated marketing.
D. public relations.
E. sales promotion.
D. Public relations
) _____ is the management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance.
A. Direct marketing
B. Publicity
C. Corporate affairs
D. Public relations
E. Sales promotion
A. public relations.
A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers. In response to allegations that it charged African-Americans higher mortgage rates than others, the mortgage lender created a mystery shopper program in which it sent out African-American customers to report on their experience with the firm’s lending offices. Their reports were released to the news media. This is an example of:
A. public relations.
B. advertising.
C. media-selling.
D. sales promotion.
E. cause marketing.
C. Publicity is a tool used for public relations.
Which of the following is true about public relations?
A. It is another name for publicity.
B. It is narrower in perspective than publicity.
C. Publicity is a tool used for public relations.
D. It uses a variety of tools such as sponsorship, publicity, special events etc. except advertising.
E. It is a tool for publicity.
E. Personal selling
) _____ is a form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product or service or to act on an idea.
A. Advertising
B. Sales promotion
C. Direct marketing
D. Interactive marketing
E. Personal selling
E. Personal selling
_____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer.
A. Advertising
B. Direct mail
C. Public relations
D. Sales promotion
E. Personal selling
B. Interpersonal communication messages are more easily adapted to the receiver.
Which of the following statements accurately describe how mass communication differs from personal communication?
A. To reach a large audience, interpersonal communication is faster.
B. Interpersonal communication messages are more easily adapted to the receiver.
C. Mass communication has a greater ability to attract attention.
D. Cost per individual reached tends to be higher with mass communication.
E. Feedback tends to be more accurate with mass communication.
E. personal selling.
The promotional mix element that allows for the most immediate and precise feedback from the customer is:
A. advertising.
B. sales promotion.
C. public relations.
D. publicity.
E. personal selling.
D. Personal selling
Business-to-business marketers who sell expensive, risky, and often complex products rely most heavily on which of the following promotional tools?
A. Print advertising
B. Coupons
C. Direct mail
D. Personal selling
E. Pricing
E. Personal selling is more persuasive because the communicator can judge the sales prospect and modify his or her message accordingly.
What is the major advantage of personal selling over advertising as a communication method?
A. Personal selling generates more sales per dollar invested.
B. Personal selling improves the image of the firm.
C. Personal selling activates the receiver’s selective processes, and advertising does not.
D. Personal selling results in sales responses that are more difficult to measure than those of advertising.
E. Personal selling is more persuasive because the communicator can judge the sales prospect and modify his or her message accordingly.
D. Touch point
) _____ refers to each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it.
A. Marketing mix
B. Promotion
C. Moment of truth
D. Touch point
E. Brand equity
C. Company created touch points
) _____ are planned marketing communication messages created by the company such as advertisements, websites, news/press releases, packaging, brochures, and sales promotion etc.
A. Distributive touch points
B. Public relations
C. Company created touch points
D. Intrinsic touch points
E. Extrinsic touch points
A. Intrinsic touch points
_____ are interactions that occur with a company or brand during the process of buying or using the product or service.
A. Intrinsic touch points
B. Company created touch points
C. Sales promotions
D. Extrinsic touch points
E. Seamless communications
D. Unexpected touch point
Which of the following touch points relate to unanticipated references or information about a company or brand that a customer or prospect receives from sources that are beyond the control of the organization?
A. Company created touch point
B. Intrinsic touch point
C. Extrinsic touch point
D. Unexpected touch point
E. Customer initiated touch point
E. Customer-initiated touch point
Joy calls a Samsung store in order to find out about the new Samsung Wave S8500. The customer service department personnel of Samsung emails him the entire product details in a very organized manner along with the price of the product and other special specifications as requested by Joy. Which type or category of touch point has been discussed here?
A. Company created touch point
B. Intrinsic touch point
C. Extrinsic touch point
D. Unexpected touch point
E. Customer-initiated touch point
C. integrated marketing communications management.
Kerry is asked to evaluate the strengths and weaknesses of each IMC tool being used by the agency and make recommendations to plan and execute communications with target audiences. Kerry is engaged in:
A. survey research strategies.
B. account-client articulation agreements.
C. integrated marketing communications management.
D. derived demand analysis.
E. efficient synergy management.
C. IMC recognizes that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences.
How does the integrated marketing communications (IMC) plan approach differ from traditional approaches to promotion?
A. IMC puts more emphasis on advertising and less on sales promotion.
B. IMC puts more emphasis on sales promotion and less on advertising.
C. IMC recognizes that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences.
D. IMC places barriers around the various marketing and promotional functions and requires that they be planned and managed separately.
E. IMC predominately makes use of mass media communications in order to attract and retain customers.
B. Integrated marketing communications management
_____ is the process for planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively communicate with target audiences.
A. Integrated advertising marketing
B. Integrated marketing communications management
C. Market auditing
D. Situation analysis
E. Communications process accounting
C. a review of the marketing plan.
) The first step in the IMC planning process is:
A. the situation analysis.
B. budget determination.
C. a review of the marketing plan.
D. specification of communications objectives.
E. development of the promotional mix strategies.
B. marketing plan
The _____ is a written document that describes the overall marketing strategy and programs developed for an organization, product line, or brand.
A. promotional plan
B. marketing plan
C. communications plan
D. marketing audit
E. situation analysis
D. a detailed situation analysis.
) A marketing plan usually includes:
A. a corporate mission statement.
B. job descriptions and job specifications.
C. a media schedule.
D. a detailed situation analysis.
E. sales and market forecasts.
C. promotional analysis.
The second stage of the IMC planning process is the:
A. development of a mission statement.
B. development of marketing job descriptions.
C. promotional analysis.
D. development of an advertising plan.
E. preparation of a marketing plan.
B. Marketing objectives
_____ refer to what is to be accomplished by the overall marketing program and is stated in terms of sales, market share, and profitability.
A. Communication objectives
B. Marketing objectives
C. Advertising platforms
D. Segmentation approaches
E. External analysis factors
A. Communication objectives
_____ refer to what the firm seeks to accomplish with its promotional program and are often stated in terms of the nature of the message to be communicated.
A. Communication objectives
B. Sales quotas
C. Advertising platforms
D. Shaping goals
E. External analysis factors
A. Communication objectives
) _____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each element of the promotional mix.
A. Communication objectives
B. Sales objectives
C. Marketing objectives
D. Promotional objectives
E. Production objectives
A. Budget determination
What is the next stage in the IMC planning process, once marketing and communication objectives have been set?
A. Budget determination
B. Implementation of those objectives
C. Media selection scheduling
D. Recruitment of marketing and promotion personnel
E. Development of the IMC program
A. creative strategy; media strategy
The development of the advertising message that the marketer wants to convey to its target audience is called _____, and the determination of which communications channels to use to deliver the message is _____.
A. creative strategy; media strategy
B. media strategy; message strategy
C. the marketing program; the communications program
D. the Five Cs; the 4 Ms
E. message strategy; channel strategy
C. developing the integrated marketing communications (IMC) program.
According to the planning model, the most involved and detailed step of the promotional planning process is:
A. reviewing the marketing plan and situation analysis.
B. determining the promotional budget.
C. developing the integrated marketing communications (IMC) program.
D. monitoring, evaluating, and controlling the promotional program.
E. determining the media strategy.
D. it is important to monitor, evaluate, and control the promotional program to determine how well it is meeting communications objectives.
) According to the IMC planning model,
A. promotional mix elements share a set of objectives and a strategy for meeting these objectives.
B. objectives and strategies for each promotional mix element are based on advertising goals.
C. budgeting is done only for advertising.
D. it is important to monitor, evaluate, and control the promotional program to determine how well it is meeting communications objectives.
E. the internal and external situation analysis is done after the budget is determined.
E. monitoring, evaluation, and control.
The final stage of the IMC planning model is:
A. budget determination.
B. the development of the media strategy.
C. analysis of communication process.
D. integrating creative strategies.
E. monitoring, evaluation, and control.
B. development of a marketing strategy and analysis.
According to the marketing and promotions process model, the marketing process begins with the:
A. development of the marketing mix.
B. development of a marketing strategy and analysis.
C. development of the promotional mix.
D. determination of the target market.
E. establishment of marketing objectives.
A. strategic marketing plan
) A(n) _____ is a document that evolves from an organization’s overall corporate strategy and serves as a guide for specific marketing programs and policies.
A. strategic marketing plan
B. integrated marketing communications plan
C. situation analysis
D. opportunity analysis
E. competitive plan
C. Situation analysis
_____ is a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands.
A. Strategic marketing plan
B. Integrated marketing communications plan
C. Situation analysis
D. Opportunity analysis
E. Competitive plan
A. Market opportunities
_____ are defined as external areas where there are favorable demand trends, customer needs and wants are not being satisfied, and where a company thinks it can compete effectively.
A. Market opportunities
B. Market segments
C. Competitive advantages
D. Market strengths
E. Market plans
E. a market segment.
) To reach tweens (8-12 year olds), Jell-O brand gelatin marketers introduced X-treme Jell-O in wild berry, green apple, and watermelon flavors. The ads describe the gelatin flavors as “Jell-O with an attitude” because these fruit flavors “will bite you back.” Jell-O has defined tweens as:
A. part of an undifferentiated market.
B. aggregated market.
C. a response-stimulus market.
D. the mass market for gelatin.
E. a market segment.
A. market opportunity
China is the world’s second-largest beer market after the U.S. It is also one of the fastest growing with annual growth of 10 percent. Anheuser-Busch responded to this _____ in China when it established Budweiser Wulhan International Brewing in central China. There it brews Budweiser and Budweiser Ice which are sold to the local market.
A. market opportunity
B. market aggregation
C. competitive advantage
D. market strength
E. market threat
A. market opportunity.
) Anyone who has ever attended a state fair understands how complicated the ticketing system can be. Attendees buy a number of tickets and then turn them in to various ride operators. One ride may require three tickets, another five, and another two. The system was complicated for workers and for consumers. A company named Funtastic has developed a SmartCard that is purchased at the ticket booth for any amount customers want to spend. Each ride requires one swipe of the card, and the amount of the ride is deducted electronically from the card’s total. Funtastic has recognized a:
A. market opportunity.
B. market segment.
C. competitive advantage.
D. market strength.
E. market threat.
C. competitive advantage.
There are many different types of medicines for relieving allergy symptoms, and there are several that offer 24-hour relief, but only Alavert comes in a quick-dissolving form that can be easily swallowed without water. The maker of Alavert hopes the fact that it dissolves and enters the system more quickly than other brands will create a:
A. market aggregation.
B. market segment.
C. competitive advantage.
D. market strength.
E. market threat.
A. achieving competitive advantage.
Offering quality products that command a premium price, providing superior customer service, having the lowest production costs and lower prices etc. are ways of:
A. achieving competitive advantage.
B. market segmentation.
C. mass marketing.
D. exploiting market opportunity.
E. undifferentiated marketing.
C. A competitive advantage
_____ is something unique or special a firm possesses or does that gives it an edge over its competitors.
A. Brand quality
B. Brand equity
C. A competitive advantage
D. Brand power
E. A market opportunity
C. a competitive advantage.
Today many people take an aspirin at their doctor’s recommendation as preventive medicine. The maker of Bayer aspirin has added calcium to its aspirin. The calcium is also often recommended by doctors to help maintain bone density. There are many types of aspirin on the market, but only one brand that contains calcium. For Bayer, this calcium additive is an example of:
A. brand quality.
B. brand equity.
C. a competitive advantage.
D. brand power.
E. a market opportunity.
D. identify markets with unfulfilled needs.
The first step in the target marketing process is to:
Refer: Figure 2-2
A. develop positioning strategies.
B. request government approval.
C. determine whether to use a market segmentation strategy or a mass marketing strategy.
D. identify markets with unfulfilled needs.
E. develop new products.
B. divides a market into distinct groups that will respond similarly to marketing actions.
The market segmentation process:
A. divides a market into distinct groups that have heterogeneous needs.
B. divides a market into distinct groups that will respond similarly to marketing actions.
C. offers one version of the product to all markets.
D. identifies markets with unfulfilled needs.
E. positions products in the minds of prospects and customers.
D. market segmentation.
) Directing a company’s efforts towards one or more groups of customers who share common needs is known as:
A. target marketing.
B. competitive advantage.
C. positioning.
D. market segmentation.
E. branding.
E. geographic segmentation.
Dividing the market into units such as nation, states, town, counties etc. is known as:
A. demographic segmentation.
B. psychographic segmentation.
C. quantified aggregation.
D. lifestyle aggregation.
E. geographic segmentation.
C. Cities
Which of the following is a geographic variable for segmentation of the market?
A. Family size
B. Occasions
C. Cities
D. Age
E. Gender
B. markets based on location.
Geographic segmentation is about dividing:
A. consumers based on lifestyle.
B. markets based on location.
C. consumers based on usage.
D. consumers based on income.
E. markets based on benefit the product has to offer.
D. geographic segmentation
) Ramen has recently come up with instant soup packets which it advertises in the colder regions of Asia and Europe. This is an example of:
A. demographic segmentation.
B. psychographic segmentation.
C. sociocultural segmentation.
D. geographic segmentation.
E. undifferentiated marketing.
D. geographic
Bubba’s Frozen Barbecue Sandwiches contain pork drenched with a vinegar-based barbecue sauce. It would not be popular in Texas where barbecue lovers want goat meat, or in the Carolinas where a mustard-based sauce is preferred. Given this information, Bubba’s should use _____ segmentation.
A. demographic
B. buying condition
C. personality
D. geographic
E. behavioristic
A. geographic segmentation.
General Foods’ determination that Southerners preferred milder mustard than those in the Northeast led the company to develop a new “Southern Style Mustard.” This strategy best exemplifies:
A. geographic segmentation.
B. lifestyle segmentation.
C. concentrated marketing.
D. usage segmentation.
E. undifferentiated marketing.
E. demographic
When retail buyers told the people who sold Duck Tape brand duct tape that tweens and teens were significant purchasers of the tape and used it to repair skateboards and other extreme sports equipment, the makers of Duck Tape introduced duct tape in wild neon colors specifically for this market because research showed this market liked fun colors. By targeting tweens and teens that skateboard and engage in other extreme sports, the maker of Duck Tape used _____ segmentation.
A. geographic
B. sociocultural
C. behavioristic
D. socioeconomic
E. demographic
A. demographic segmentation.
Division of the market based on age, sex, family size, income, and other measurable characteristics is known as:
A. demographic segmentation.
B. psychographic segmentation.
C. quantified aggregation.
D. lifestyle aggregation.
E. undifferentiated marketing.
B. demographic
An ad for Shangri-La Travel Agency offers trips especially designed for grandparents and their grandchildren to enjoy together. This example illustrates the use of _____ segmentation.
A. geographic
B. demographic
C. lifestyle
D. behavioristic
E. personality
B. demographic
Ads for consumer finance companies are often aimed at people making annual salaries of $25,000 or less. Consumer finance companies are using _____ segmentation.
A. geographic
B. demographic
C. lifestyle
D. behavioristic
E. personality
B. demographic segmentation
Kyle wrote a book for new dads to help them take care of the babies when the wives are away. It is highly recommended that Kyle employ _____ to divide the market.
A. geographic segmentation
B. demographic segmentation
C. psychographic segmentation
D. socio economic segmentation
E. cultural segmentation
C. psychographic segmentation
Dividing the market on the basis of personality and/or lifestyles is referred to as _____.
A. geographic segmentation
B. demographic segmentation
C. psychographic segmentation
D. socio economic segmentation
E. behavioural segmentation
C. Demographic and psychographic
Gatorade sports drink has defined its target market as 18-34 year old males who are active in sports. Which two bases of segmentation is Gatorade employing?
A. Benefit and demographic
B. Psychographic and geographic
C. Demographic and psychographic
D. Geographic and benefit
E. Benefit and psychographic
B. Psychographic segmentation
) _____ divides a market on the basis of lifestyles.
A. Leisure marketing
B. Psychographic segmentation
C. Benefit segmentation
D. Demographic segmentation
E. Behavioristic segmentation
C. psychographic
Company X is a non-profit organization, that employs a large number of underprivileged people. It sells art and handicrafts made by these individuals at reasonable prices. Company X defines its market segment as people who believe in helping others and feel good about it. It uses _____ segmentation.
A. demographic
B. geographic
C. psychographic
D. benefit
E. socio economic
D. activities, interests and opinions.
) AIO stands for:
A. activities, innovation and opinions.
B. activities, interests and opportunities.
C. activities, innovations and opportunities.
D. activities, interests and opinions.
E. actions, interests and opinions.
B. benefit and demographic
An ad for Nivea Visage Wrinkle Control states that the cream allows women to “give their skin back its own wrinkle control.” It shows a woman in her forties using the product. This ad is using _____ segmentation.
A. behavioristic and benefit
B. benefit and demographic
C. psychographic and behavioristic
D. geographic and benefit
E. demographic and psychographic
D. Benefit
Crest has come up with three types of toothpastes for different segments – whitening toothpaste for individuals who buy for aesthetic reasons, strawberry-flavored toothpaste for those concerned with the taste, and germi-check toothpaste for those looking to protect their teeth all day long. On what basis has it segmented the market?
A. Demographic
B. Geographic
C. Socio economic
D. Benefit
E. Socio cultural
A. psychographic
Crossings is the name of a book club designed to appeal to conservative Christians. It sells inspirational fiction and nonfiction books that express moral values consistent with the views of these Christians. Crossings uses _____ segmentation.
A. psychographic
B. demographic
C. behavioristic
D. usage
E. geographic
A. psychographic
The ad for the Disney Institute at Walt Disney World describes vacations during which an individual can immerse him or herself in the joys of gardening for a week and take classes with horticulturists. This is an example of _____ segmentation.
A. psychographic
B. demographic
C. behavioristic
D. usage
E. geographic
C. Demographic
D. Behavioristic
) _____ segmentation divides consumers into groups according to their usage, loyalties, or buying responses to a product.
A. Benefit
B. Geographic
C. Demographic
D. Behavioristic
E. Psychographic
D. behavioristic
Research shows that about two-thirds of the new insurance policies Prudential sells will be to current policyholders. This information indicates a(n) ______ segmentation would be appropriate for Prudential to use along with demographic and psychographic segmentation.
A. benefit
B. geographic
C. SRI
D. behavioristic
E. VALS
A. behavioristic
New York Telephone uses _____ segmentation to segment consumers in terms of how much leisure telephone calling they do. It advertises on “Nick at Night” and MTV when it wishes to target the group it calls “chatterboxes.”
A. behavioristic
B. benefit
C. demographic
D. geographic
E. VALS
A. Behavioristic
Which of the following bases for segmentation is employed when consumers are grouped according to their use of a product or service (heavy versus light)?
A. Behavioristic
B. Demographic
C. Benefit
D. Lifestyle
E. Psychographic
E. the 80-20 rule.
) Degree of usage as a basis of segmentation is best reflected by:
A. demographic segmentation variables.
B. the iceberg principle.
C. the benefit rule.
D. the rule of equity.
E. the 80-20 rule.
B. Behavioristic
_____ segmentation is most closely related to the “80-20 rule,” which states that 80 percent of a company’s business comes from 20 percent of its customers.
A. Geographic
B. Behavioristic
C. Demographic
D. Psychographic
E. Benefit
A. around 80 percent of the firm’s sales comes from 20 percent of the customers.
The 80-20 rule states that:
A. around 80 percent of the firm’s sales comes from 20 percent of the customers.
B. only 80 percent of a market can be segmented.
C. market segmentation works well only 80 percent of the time.
D. only about 80 percent of the people remember the firm’s positioning of a product while the remaining 20 percent create their own positioning for a particular product.
E. about 80 percent of corporations do not understand the actual meaning of the term “market segmentation”.
A. Benefit
_____ segmentation is the grouping of customers on the basis of attributes sought in a product.
A. Benefit
B. Geographic
C. VALS
D. Demographic
E. Lifestyle
A. benefit
An advertising campaign stating that BMW “outperforms most cars on the road even before you step on the accelerator” is an example of _____ segmentation.
A. benefit
B. demographic
C. geographic
D. VALS
E. SRI
A. benefit
The ad for Tempur-Pedic’s weight control mattress describes the mattress as “a perfect refuge from the cares of the day.” This description indicates that the mattress maker is using _____ segmentation to define its market.
A. benefit
B. demographic
C. geographic
D. behavioristic
E. SRI
B. benefit
) The fact that some consumers want pure bottled water while some want flavored bottle water and still others want bottled water with added minerals provides an opportunity for _____ segmentation in the bottled water market.
A. behavioristic
B. benefit
C. geographic
D. psychographic
E. demographic
A. benefit segmentation.
Volvo’s strategy of emphasizing the safety of its cars in their advertising reflects a positioning strategy based on:
A. benefit segmentation.
B. demographic segmentation.
C. psychographic segmentation.
D. positioning by competitor.
E. positioning by product class.
E. Undifferentiated marketing
_____ involves ignoring segment differences and offering just one product or service for the entire market.
A. Marketing mix
B. Positioning
C. Concentrated marketing
D. Synchro marketing
E. Undifferentiated marketing
B. undifferentiated marketing.
When Coca-Cola only had one product in its line and was targeting everyone, the company was employing:
A. concentrated marketing.
B. undifferentiated marketing.
C. market atomization.
D. niche marketing.
E. benefit segmentation.
B. undifferentiated marketing.
When MetaboLife first came on the market, its only product was a weight-loss pill that was guaranteed to energize the user by causing a greater level of physical activity, which would help in burning calories. This was its only product, and it was marketed to anyone who wanted to lose weight or have more energy. This means, that its target market was virtually anyone breathing because very few people like their current weight, and everyone could use a little more energy. MetaboLife used:
A. concentrated marketing.
B. undifferentiated marketing.
C. market atomization.
D. niche marketing.
E. demographic segmentation.
A. Differentiated marketing
_____ involves developing separate marketing strategies for a number of segments.
A. Differentiated marketing
B. Undifferentiated marketing
C. Concentrated marketing
D. Behavioristic segmentation
E. Geographic segmentation
E. differentiating marketing.
L’Oreal, the giant cosmetics manufacturer, targets the luxury market with Helena Rubinstein and Lancôme brands. Its less expensive brands like Elseve and L’Oreal are sold by discount retailers. L’Oreal uses:
A. concentrated marketing.
B. undifferentiated marketing.
C. market atomization.
D. synchro marketing.
E. differentiating marketing.
B. differentiated markets.
Coca-Cola’s offerings of diet, cherry-flavored, vanilla-flavored, and caffeine-free versions of its product in addition to its original product reflect the company’s decision to serve:
A. concentrated markets.
B. differentiated markets.
C. a demographic segment.
D. an undifferentiated market.
E. geographic segmentation.
C. Concentrated marketing
_____ is used when the firm selects one segment and attempts to capture a large share of this market.
A. Positioning
B. Undifferentiated marketing
C. Concentrated marketing
D. Differentiated marketing
E. Branding
B. one particular segment.
Concentrated marketing is based around focusing marketing efforts on:
A. different countries.
B. one particular segment.
C. mass market.
D. a number of segments.
E. a particular country.
. Concentrated marketing
Astrid Furniture designs and sells bedroom furniture for people who are over six-feet tall which is a relatively small target market. Astrid is employing which targeting strategy?
A. Differentiated marketing
B. Synchro marketing
C. Undifferentiated marketing
D. Concentrated marketing
E. Mass marketing
C. concentrated marketing.
“Thirteen percent of all American males are shorter than 5’6”. A retail store that sells exclusively to men of this size is using:
A. market aggregation.
B. undifferentiated marketing.
C. concentrated marketing.
D. market atomization.
E. demographic segmentation.
C. concentrated marketing.
When Bruce Teilhaber opened his men’s shoe store, he decided to carry a full line of shoes in the larger, hard-to-find sizes. Today, his shoe store caters to professional basketball, baseball, and football players who appreciate the variety and quality of shoes Tielhaber carries and often order a dozen new pairs in a single visit. This shoe store uses:
A. market aggregation.
B. undifferentiated marketing.
C. concentrated marketing.
D. market atomization.
E. demographic segmentation.
C. concentrated marketing.
) When Rolls Royce attempts to capture a large market share of the $300,000 car buying market and only that market, it is an example of:
A. market aggregation.
B. undifferentiated marketing.
C. concentrated marketing.
D. market atomization.
E. demographic segmentation.
E. Positioning
) _____ is defined as the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.
A. Target marketing
B. Benefit segmentation
C. Undifferentiated marketing
D. Demographic segmentation
E. Positioning
D. developing a perception about a product or service in the mind of the consumers.
) Product positioning is about:
A. the perception of a product from the view of competitors.
B. the position of the product on the shelf of a retail store.
C. the way the product is packed.
D. developing a perception about a product or service in the mind of the consumers.
E. shelf life of a product.
C. image in the mind of the customers.
A brand’s market position refers to its:
A. relative market share.
B. location on store shelves.
C. image in the mind of the customers.
D. distribution intensity.
E. stage in the product life cycle.
B. Branding; positioning
_____ is the process of building a brand whereas _____ is about putting the brand in the mind of the customer.
A. Positioning; branding
B. Branding; positioning
C. Marketing; positioning
D. Targeting; branding
E. Segmenting; positioning
A. product attributes and benefits.
BMW’s positioning of its convertible as “the ultimate tanning machine” would reflect a positioning strategy based on:
A. product attributes and benefits.
B. cultural symbols.
C. product user.
D. price/quality.
E. competitors.
B. product attributes and benefits.
The headline on the ad for Broilmaster Grill read, “The Most Durable Grill Known to Man.” Broilmaster is using a positioning strategy based on:
A. product class.
B. product attributes and benefits.
C. price/quality.
D. competitor.
E. cultural symbol.
B. product attributes and benefits
Isopure positions itself as a zero-carb muscle recovery drink. Isopure is using a _____ positioning strategy.
A. product class
B. product attributes and benefits
C. price/quality
D. competitor
E. cultural symbol
D. product attribute and benefit.
United Parcel Service (UPS) built its advertising campaign around the slogan, “moving at the speed of business.” This slogan was an example of a positioning strategy based on:
A. cultural symbols.
B. demographics.
C. price-value.
D. product attribute and benefit.
E. competitor.
D. product attribute and benefit.
) The manufacturer of Mercedes-Benz autos stressed that the car had side door air bags in an attempt to attract new buyers. Its focus on safety illustrated a strategy of positioning by:
A. cultural symbols.
B. demographics.
C. price-value.
D. product attribute and benefit.
E. competitor.
D. price/quality.
Wal-Mart has been very effective in positioning itself as a store that offers quality products at a very good price. Their strategy reflects positioning based on:
A. benefit segmentation.
B. demographic segmentation.
C. psychographic segmentation.
D. price/quality.
E. product class.
D. price/quality.
McDonald’s Big &Tasty burger was advertised as a juicy quarter-pounder with lettuce, tomatoes, and all the trimmings that can be purchased for $1 from McDonald’s Dollar Menu. The Big & Tasty burger and other items on the Dollar Menu are positioning by:
A. competitor.
B. demographics.
C. product user.
D. price/quality.
E. product class.
B. product use.
Campbell’s ads contain quick and easy recipes that can be made using Campbell’s soups. This is an example of positioning by:
A. product class.
B. product use.
C. price/quality.
D. competitor.
E. cultural symbol.
B. use or application
The Florida Orange Juice Commission’s advertising campaign based around the slogan, “It’s not just for breakfast anymore,” reflected positioning by:
A. product user.
B. use or application.
C. product class.
D. competitor.
E. cultural symbol.
B. use or application.
Athletic shoes advertised for tennis courts, running, or for walking are using positioning based on:
A. price/quality.
B. use or application.
C. product class.
D. product user.
E. cultural symbols.
A. product class.
To encourage more people to use mass transit, ads from metropolitan transportation services compare the ease and comfort of riding mass transit with the difficulties of congested traffic and parking headaches. These urban bus and subway services are using positioning by:
A. product class.
B. product user.
C. price/quality.
D. product attributes.
E. cultural symbols.
A. product class.
Digital cameras, computers, and high-quality printers are allowing people to take and process their photographs. An owner of a film-processing store could advertise the benefits of professional photograph finishing when compared to printer copies, which will fade over time. The film-processing store could use positioning by:
A. product class.
B. product demographics.
C. product user.
D. competitor.
E. cultural symbol.
C. product user.
When Bruce Teilhaber opened his men’s shoe store, he decided to carry a full line of shoes in the larger, hard-to-find sizes. Today, his shoe store caters to professional basketball, baseball, and football players who appreciate the variety and quality of shoes Tielhaber carries and often order a dozen new pairs in a single visit. The shoe store uses positioning by:
A. product demographics.
B. cultural symbols.
C. product user.
D. competition.
E. product class.
A. product user.
An ad for Gaylord shorts found in Runner’s World magazine shows how the shorts do not bind and are made of a light fabric that helps keep the wearer dry and cool. Gaylord is using positioning by:
A. product user.
B. product demographics.
C. cultural symbol.
D. product class.
E. distribution intensity.
B. Red Roof Inns—”Equal Value at a Lower Price”
Which of the following would constitute a positioning strategy focusing on the competitor?
A. BMW—”The Ultimate Driving Machine”
B. Red Roof Inns—”Equal Value at a Lower Price”
C. Oneida flatware—”Your Table Is Ready”
D. Coca-Cola—”The Real Thing”
E. Broilmaster grill—”The Most Durable Grill Known to Man”
C. competitor.
Progresso soup positioned itself as better tasting and more appropriate to the adult palate to gain a competitive advantage over Campbell’s soup. Progresso used positioning by:
A. product attributes.
B. cultural symbols.
C. competitor.
D. product user.
E. product class.
C. Positioning by competitor
The use of comparative advertising has become more and more common. Which of the following positioning strategies does this reflect?
A. Positioning by product user
B. Positioning by product class
C. Positioning by competitor
D. Positioning by price/quality
E. Positioning by cultural symbol
C. cultural symbol.
When many frequent travelers think of Australian-based Quantas Airlines, the first thing that comes to mind is the koala bear. Because of this strong association, Quantas is receiving the benefit of positioning by:
A. product class.
B. use/application.
C. cultural symbol.
D. product attribute.
E. competitor.
C. cultural symbol.
The use of the gecko lizard in the Geico Direct insurance company commercials indicates a positioning strategy based on:
A. price/quality.
B. use or application.
C. cultural symbol.
D. product class.
E. distribution intensity.
E. Repositioning
_____ involves altering or changing a product’s or brand’s position.
A. Market segmentation
B. Market targeting
C. Positioning.
D. Target marketing
E. Repositioning
D. Repositioning
_____ is often difficult to accomplish due to previously entrenched attitudes toward the product or brand.
A. Positioning by cultural symbols
B. Positioning by price/quality
C. Positioning by product attributes
D. Repositioning
E. Positioning by product user
A. using a repositioning strategy
Unisys Corporation engaged in a multi-million dollar campaign to alter its perceptions among many of its customers that it was simply a hardware manufacturer. Unisys wants customers to see it as a services and technology provider. Unisys was:
A. using a repositioning strategy.
B. segmenting the market in new, more profitable ways.
C. adopting a concentrated strategy.
D. adopting an undifferentiated strategy.
E. employing lifestyle segmentation.
A. used a repositioning strategy.
Years ago United Parcel Service (UPS) ran an ad campaign based around the slogan, “moving at the speed of business.” Later, UPS introduced a new slogan, “What can brown do for you?” The new ads are designed to make customers aware of the different services besides fast delivery that UPS offers. By moving away from promoting itself as simply a delivery company, UPS has:
A. used a repositioning strategy.
B. segmented the market in new, more profitable ways.
C. adopted a concentrated strategy.
D. adopted an undifferentiated strategy.
E. employed lifestyle segmentation.
D. repositioning
) Initially, Crush orange drink was marketed to teenagers, but when Cadbury Beverages acquired the drink, it was already marketing Sunkist orange drink to teens. Cadbury used _____ to move Crush toward a drink for the whole family to enjoy.
A. positioning by cultural symbols
B. positioning by price/quality
C. positioning by product attributes
D. repositioning
E. positioning by product category
D. Product
) _____ is a bundle of benefits or values that satisfies the needs of consumers.
A. Product use positioning
B. Market
C. Value
D. Product
E. Channel
D. product symbolism.
The meaning a consumer attributes to a product or brand and what he or she experiences in purchasing it is known as:
A. functional utility.
B. product quality.
C. brand extension.
D. product symbolism.
E. product utility.
D. Branding
) _____ is about building and maintaining a favorable identity and image of the company and/or its products or services in the mind of the consumer.
A. Positioning
B. Repositioning
C. Segmentation
D. Branding
E. Targeting
C. Brand identity
_____ consists of the combination of the name, logo, symbols, design, packaging, and image of associations held by consumers.
A. Marketing mix
B. Promotional mix
C. Brand identity
D. Positioning
E. Product symbolism
D. It allows the seller to achieve higher sales volume and/or profit.
How does strong brand equity benefit the seller?
A. Product quality becomes completely irrelevant.
B. It allows the seller to use undifferentiated marketing.
C. It enables the seller to hide product success from its competition.
D. It allows the seller to achieve higher sales volume and/or profit.
E. It allows the seller to stop all promotional activities and redirect its funds to other areas of operation.
C. Brand equity
_____ is the intangible asset of added value or goodwill that results from the favorable image, impressions, differentiation, and/or strength of a consumer’s attachment to a company’s name or trademark.
A. Product affiliation
B. Product symbolism
C. Brand equity
D. Brand symbolism
E. Trademark recognition
B. price.
The marketing mix variable that deals with what a consumer must give up to purchase a product or service is:
A. product.
B. price.
C. promotion.
D. distribution.
E. production.
D. pricing strategy
When developing a _____, costs, competition, demand factors, and perceived value must be taken into consideration.
A. target market
B. channel of distribution
C. promotional mix
D. pricing strategy
E. segmentation strategy
D. are expenses that must be covered but can also help reduce costs by creating demand for a product.
Promotional expenditures on advertising, sales promotion, and personal selling:
A. are not relevant when determining a pricing structure.
B. are incomes that must be covered in a firm’s pricing structure.
C. contribute to a product’s cost and price and thus make it harder to sell.
D. are expenses that must be covered but can also help reduce costs by creating demand for a product.
E. are examples of fixed costs on an organization’s income statement.
E. High relative ad expenditures should accompany premium prices, and low relative ad expenditures should be tailored to low prices.
Which of the following statements about the interaction of pricing with advertising and promotion is true?
A. The positive relationship between high relative advertising and price levels is weakest for products in the introductory stage of the product life cycle.
B. The positive relationship between high relative advertising and price levels is weakest for products that are market leaders.
C. Companies with high-quality products are damaged the least, in terms of return on investment, by inconsistent advertising and pricing strategies.
D. Brands with low relative advertising budgets are able to charge premium prices.
E. High relative ad expenditures should accompany premium prices, and low relative ad expenditures should be tailored to low prices.
A. channels
Marketing _____ are the set of interdependent organizations involved in the process of making a product or service available for consumption.
A. channels
B. hierarchies
C. facilitators
D. consumers
E. programs
A. direct channel of distribution.
) Doncaster is a company that sells fashionable women’s clothing through wardrobe parties. It targets women who are too busy to go to stores to shop. Doncaster is utilizing a(n):
A. direct channel of distribution.
B. indirect channel of distribution.
C. marketing intermediary.
D. direct-response advertising medium.
E. reseller channel.
B. indirect channel of distribution.
Hunter ceiling fans are sold to retailers who then sell them to ultimate consumer. The manufacturer of Hunter ceiling fans is using a(n):
A. direct channel of distribution.
B. indirect channel of distribution.
C. multiple-level channel.
D. direct-response advertising medium.
E. reseller channel.
D. Promotional push strategies
______ are programs designed to persuade the retailer to promote a manufacturer’s products.
A. Promotional pull strategies
B. Spot television campaigns
C. Spot radio campaigns
D. Promotional push strategies
E. Progressive adherence policies
E. a promotional push strategy.
) An ad in a publication aimed at veterinarians explaining why they should recommend Eukanuba cat food to the owners of all the cats they treat is an example of:
A. consumer advertising.
B. a promotional pull strategy.
C. a harvesting strategy.
D. a consumer promotion.
E. a promotional push strategy.
A. trade advertising.
An ad in Floral Management, a publication for retail florists, promotes Redwood Grove tulips as a product that will enhance any spring bouquet that the florists sell to ultimate consumers. The ad for Redwood Grove tulips is an example of:
A. trade advertising.
B. a promotional pull strategy.
C. a harvesting strategy.
D. a consumer promotion.
E. a promotional inertia strategy.
A. promotional pull strategies
With _____, advertising expenditures and promotional efforts are directed toward the ultimate consumer.
A. promotional pull strategies
B. promotional push strategies
C. trade advertising
D. market harvesting strategies
E. non-intermediary marketing
B. a promotional pull strategy.
An ad for Aricept, a prescription-only drug for patients in the early stages of Alzheimer’s disease, was published in a Better Homes & Gardens magazine. Since the ad encouraged consumers to ask their doctors about this drug and whether it would help them or someone they knew, the drug company that placed the ad is using:
A. trade advertising.
B. a promotional pull strategy.
C. a harvesting strategy.
D. a consumer promotion.
E. a promotional push strategy.
B. a promotional push strategy.
A company with a limited promotional budget and few funds for advertising and promotion is likely to use:
A. a promotional pull strategy.
B. a promotional push strategy.
C. a brand equity strategy.
D. a gravity-oriented strategy.
E. any of the above.