Question 1

Some companies monitor the integrity of their brands through a program of brand ________.

Accepted Answer

A)  administration 
B)  persistence 
C)  determination 
D)  resolution 
E)  management 
A)  administration 
B)  persistence 
C)  determination 
D)  resolution 
E)  management E

Question 2

A(n) ________ is the set of attributes-positive or negative-that people associate with a company.

Accepted Answer

A)  emblem 
B)  logo 
C)  symbol 
D)  brand 
E)  trade name 
A)  emblem 
B)  logo 
C)  symbol 
D)  brand 
E)  trade name D

Question 3

The What Went Wrong feature in Chapter 11 focuses on a series of missteps at JCPenney under the tenure of then CEO Ron Johnson. According to the feature, Johnson's three most damaging marketing-related mistakes were ________.

Accepted Answer

A)  no testing of ideas in advance, poor product quality, and poor sales training for employees 
B)  reluctance to embrace online sales, a shift from value-based to cost-based pricing, and poor sales training for employees 
C)  poor product quality, a total misread of JCPenney's brand, and poor use of social media 
D)  Fair and Square Pricing, no testing of ideas in advance, and a total misread of JCPenney's brand 
E)  poor use of social media, Fair and Square Pricing, and poor sales training for employees 
A)  no testing of ideas in advance, poor product quality, and poor sales training for employees 
B)  reluctance to embrace online sales, a shift from value-based to cost-based pricing, and poor sales training for employees 
C)  poor product quality, a total misread of JCPenney's brand, and poor use of social media 
D)  Fair and Square Pricing, no testing of ideas in advance, and a total misread of JCPenney's brand 
E)  poor use of social media, Fair and Square Pricing, and poor sales training for employees D

Question 4

Every January thousands of electronic products manufacturers gather in Las Vegas to display their products and to see what their competitors are up to. This type of event is called a ________ show.

Accepted Answer

A)  trade 
B)  promotions 
C)  deal 
D)  goods 
E)  skill 
A)  trade 
B)  promotions 
C)  deal 
D)  goods 
E)  skill

Question 5

________ marketing is a low-budget approach to marketing that relies on ingenuity, cleverness, and surprise rather than traditional techniques.

Accepted Answer

A)  Rebel 
B)  Bug 
C)  Catching 
D)  Guerrilla 
E)  Revolutionary 
A)  Rebel 
B)  Bug 
C)  Catching 
D)  Guerrilla 
E)  Revolutionary

Question 6

When Red Bull was first being introduced into the United States, the company would hand out free samples of its product at extreme sports events (e.g., skateboarding, wakeboarding and mountain biking competitions). Red Bull's objective was to create ________ surrounding its product.

Accepted Answer

A)  buzz 
B)  noise 
C)  clatter 
D)  clamor 
E)  ruckus 
A)  buzz 
B)  noise 
C)  clatter 
D)  clamor 
E)  ruckus

Question 7

"Brand premium" is the term that denotes the set of assets and liabilities that are linked to a brand and enable it to raise a firm's valuation.

Accepted Answer

A) True 
 B)False

Question 8

The Google program called ________ allows advertisers to buy keywords on the Google Home Page.

Accepted Answer

A)  AdSense 
B)  Adcenter 
C)  AdWords 
D)  Search Marketing 
E)  AdGoogle 
A)  AdSense 
B)  Adcenter 
C)  AdWords 
D)  Search Marketing 
E)  AdGoogle

Question 9

Social plugins are tools that Web sites can use to provide users with personalized social experiences.

Accepted Answer

A) True 
 B)False

Question 10

A tagline is a catchy phrase that's used consistently in a company's literature, advertisements, and even invoices and thus becomes associated with a company to reinforce its position in the market.

Accepted Answer

A) True 
 B)False

Question 11

The first step in selecting a target market is to study the industry in which the firm intends to compete and determine the different potential target markets in that industry. This process is called ________.

Accepted Answer

A)  market positioning 
B)  market splitting 
C)  market targeting 
D)  market subdividing 
E)  market segmentation 
A)  market positioning 
B)  market splitting 
C)  market targeting 
D)  market subdividing 
E)  market segmentation

Question 12

A firm's "position" is concerned with how it is situated relative to its rivals.

Accepted Answer

A) True 
 B)False

Question 13

Because of the weaknesses associated with advertising, most startups do not advertise their products broadly.

Accepted Answer

A) True 
 B)False

Question 14

What is the purpose of market segmentation? How are markets typically segmented? Can a company segment its market on more than one dimension?

Accepted Answer

The first step in selecting a target mar

Question 15

Which of the following statements is incorrect regarding the process of building a company's brand, particularly for young firms?

Accepted Answer

A)  A firm's name, logo, Web site design, and even its letterhead are part of its brand. 
B)  One of the keys to effective branding is to create a strong personality for a firm. 
C)  Some companies monitor the integrity of their brands through brand management. 
D)  Startups must build a brand from scratch, which starts with selecting the company's name. 
E)  Most experts recommend a heavy reliance on advertising in building a firm's brand. 
A)  A firm's name, logo, Web site design, and even its letterhead are part of its brand. 
B)  One of the keys to effective branding is to create a strong personality for a firm. 
C)  Some companies monitor the integrity of their brands through brand management. 
D)  Startups must build a brand from scratch, which starts with selecting the company's name. 
E)  Most experts recommend a heavy reliance on advertising in building a firm's brand.

Question 16

Which of the following is NOT one of the four elements that constitute a firm's marketing mix?

Accepted Answer

A)  Price 
B)  Promotion 
C)  Passion 
D)  Place (or distribution) 
E)  Product 
A)  Price 
B)  Promotion 
C)  Passion 
D)  Place (or distribution) 
E)  Product

Question 17

A(n) ________ is an early user of a firm's product who is willing to give a testimonial regarding his or her experience with the product.

Accepted Answer

A)  tribute account 
B)  reference account 
C)  approval report 
D)  appreciation account 
E)  acknowledgment report 
A)  tribute account 
B)  reference account 
C)  approval report 
D)  appreciation account 
E)  acknowledgment report

Question 18

A firm's marketing mix is the assortment of products and services that it sells.

Accepted Answer

A) True 
 B)False

Question 19

Annie Clarke owns a smartphone app development firm. The way Annie prices her products is to determine what consumers are willing to pay, and then she backs off a bit to provide a cushion. The method that Annie used to determine her prices is called ________ pricing.

Accepted Answer

A)  predatory 
B)  technical 
C)  cost-based 
D)  competitive-based 
E)  value-based 
A)  predatory 
B)  technical 
C)  cost-based 
D)  competitive-based 
E)  value-based

Question 20

A ________ is something that takes on a physical form, such as a smartphone or a laptop computer. A ________ is an activity or benefit that is intangible, such as an airplane trip or advice from an accountant.

Accepted Answer

A)  product; service 
B)  service; component 
C)  component; service 
D)  formation; service 
E)  service; product 
A)  product; service 
B)  service; component 
C)  component; service 
D)  formation; service 
E)  service; product

Some companies monitor the integrity of their brands through a program of brand ________.

A(n) ________ is the set of attributes-positive or negative-that people associate with a company.

The What Went Wrong feature in Chapter 11 focuses on a series of missteps at JCPenney under the tenure of then CEO Ron Johnson. According to the feature, Johnson's three most damaging marketing-related mistakes were ________.

Every January thousands of electronic products manufacturers gather in Las Vegas to display their products and to see what their competitors are up to. This type of event is called a ________ show.

________ marketing is a low-budget approach to marketing that relies on ingenuity, cleverness, and surprise rather than traditional techniques.

When Red Bull was first being introduced into the United States, the company would hand out free samples of its product at extreme sports events (e.g., skateboarding, wakeboarding and mountain biking competitions). Red Bull's objective was to create ________ surrounding its product.

"Brand premium" is the term that denotes the set of assets and liabilities that are linked to a brand and enable it to raise a firm's valuation.

The Google program called ________ allows advertisers to buy keywords on the Google Home Page.

Social plugins are tools that Web sites can use to provide users with personalized social experiences.

A tagline is a catchy phrase that's used consistently in a company's literature, advertisements, and even invoices and thus becomes associated with a company to reinforce its position in the market.

The first step in selecting a target market is to study the industry in which the firm intends to compete and determine the different potential target markets in that industry. This process is called ________.

A firm's "position" is concerned with how it is situated relative to its rivals.

Because of the weaknesses associated with advertising, most startups do not advertise their products broadly.

What is the purpose of market segmentation? How are markets typically segmented? Can a company segment its market on more than one dimension?

Which of the following statements is incorrect regarding the process of building a company's brand, particularly for young firms?

Which of the following is NOT one of the four elements that constitute a firm's marketing mix?

A(n) ________ is an early user of a firm's product who is willing to give a testimonial regarding his or her experience with the product.

A firm's marketing mix is the assortment of products and services that it sells.

Annie Clarke owns a smartphone app development firm. The way Annie prices her products is to determine what consumers are willing to pay, and then she backs off a bit to provide a cushion. The method that Annie used to determine her prices is called ________ pricing.

A is something that takes on a physical form, such as a smartphone or a laptop computer. A is an activity or benefit that is intangible, such as an airplane trip or advice from an accountant.

Introduction to Entrepreneurship

Recognizing Opportunities and Generating Ideas

Feasibility Analysis

Developing an Effective Business Model

Industry and Competitor Analysis

Writing a Business Plan

Preparing the Proper Ethical and Legal Foundation

Assessing a New Ventures Financial Strength and Viability

Building a New-Venture Team

Getting Financing or Funding

The Importance of Intellectual Property

Preparing for and Evaluating the Challenges of Growth

Strategies for Firm Growth

Franchising

Filters

Exam 11: Unique Marketing Issues

Some companies monitor the integrity of their brands through a program of brand ________.

A(n) ________ is the set of attributes-positive or negative-that people associate with a company.

The What Went Wrong feature in Chapter 11 focuses on a series of missteps at JCPenney under the tenure of then CEO Ron Johnson. According to the feature, Johnson's three most damaging marketing-related mistakes were ________.

Every January thousands of electronic products manufacturers gather in Las Vegas to display their products and to see what their competitors are up to. This type of event is called a ________ show.

________ marketing is a low-budget approach to marketing that relies on ingenuity, cleverness, and surprise rather than traditional techniques.

When Red Bull was first being introduced into the United States, the company would hand out free samples of its product at extreme sports events (e.g., skateboarding, wakeboarding and mountain biking competitions). Red Bull's objective was to create ________ surrounding its product.

"Brand premium" is the term that denotes the set of assets and liabilities that are linked to a brand and enable it to raise a firm's valuation.

The Google program called ________ allows advertisers to buy keywords on the Google Home Page.

Social plugins are tools that Web sites can use to provide users with personalized social experiences.

A tagline is a catchy phrase that's used consistently in a company's literature, advertisements, and even invoices and thus becomes associated with a company to reinforce its position in the market.

The first step in selecting a target market is to study the industry in which the firm intends to compete and determine the different potential target markets in that industry. This process is called ________.

A firm's "position" is concerned with how it is situated relative to its rivals.

Because of the weaknesses associated with advertising, most startups do not advertise their products broadly.

What is the purpose of market segmentation? How are markets typically segmented? Can a company segment its market on more than one dimension?

Which of the following statements is incorrect regarding the process of building a company's brand, particularly for young firms?

Which of the following is NOT one of the four elements that constitute a firm's marketing mix?

A(n) ________ is an early user of a firm's product who is willing to give a testimonial regarding his or her experience with the product.

A firm's marketing mix is the assortment of products and services that it sells.

Annie Clarke owns a smartphone app development firm. The way Annie prices her products is to determine what consumers are willing to pay, and then she backs off a bit to provide a cushion. The method that Annie used to determine her prices is called ________ pricing.

A ________ is something that takes on a physical form, such as a smartphone or a laptop computer. A ________ is an activity or benefit that is intangible, such as an airplane trip or advice from an accountant.

Introduction to Entrepreneurship

Recognizing Opportunities and Generating Ideas

Feasibility Analysis

Developing an Effective Business Model

Industry and Competitor Analysis

Writing a Business Plan

Preparing the Proper Ethical and Legal Foundation

Assessing a New Ventures Financial Strength and Viability

Building a New-Venture Team

Getting Financing or Funding

The Importance of Intellectual Property

Preparing for and Evaluating the Challenges of Growth

Strategies for Firm Growth

Franchising

Filters

A is something that takes on a physical form, such as a smartphone or a laptop computer. A is an activity or benefit that is intangible, such as an airplane trip or advice from an accountant.