Chat with AIExam 2: Integrated Brand Communication
Name and describe the four main types of markets, and discuss characteristics of advertising targeted toward each market, respectively.
(37) 
Verified(1)Consumer MarketsConsist of people who buy products and services for personal or household use. Just about any product an individual purchases including clothing, food, books, health and beauty aids, and so forth can be advertised to consumers through mass media such as radio, television, newspapers, general consumer magazines, and direct-response media, such as direct mail. Businesses spend most of their advertising dollars on this market.
(2)Business-to-Business (B2B)MarketsConsist of companies that buy products or services to use in their own businesses or in making other products. This market is typically reached through trade and professional advertising in specialized media, such as trade journals, professional magazines, and direct mail.
(3)Institutional MarketsInclude a wide variety of profit and nonprofit organizations, such as hospitals, government agencies, and schools, which provide goods and services for the benefit of society. This market is typically reached through the same means as industrial markets.
(4)Channel MarketsMade up of members of the distribution chain, also known as resellers or intermediaries. This market is also typically reached through the same means as industrial and institutional markets.
Firms usually reach ________ markets through mass media.
(39) VerifiedA
Marketing is the way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted.
(35) VerifiedTrue
A car manufacturer buys tires from a tire manufacturer. These manufacturers are part of the institutional market.
(32) The process of making a brand stand out as different from its competition is called positioning.
(33) Which pricing strategy uses marketing communication to manipulate the customer's judgment of value?
(33) Peter purchased an inexpensive necklace from a department store to give to his sweetheart, Julie, on Valentine's Day. He didn't want her to know that he did not spend very much for the jewelry, so he put it in a box he had from an upscale jewelry store that sells only expensive items. When Julie unwrapped her gift, she was excited to see that it came from this store and absolutely loved the necklace Peter gave her. Which key concept of marketing does this illustrate?
(32) When marketing strategists speak of markets, they generally refer to a particular type of buyer.
(32) A ________ strategy directs marketing efforts at resellers, and success depends on the ability of these intermediaries to market the product, which they often do with advertising.
(36) When Dell computer indicates in its ads and on its computer boxes "Intel inside," what type of branding is this, and why does Dell do this?
(26) Which of the following is NOT considered a main type of market?
(34) Which of the following is an advantage offered by co-branding?
(42) You just interviewed for a job with Dial, Inc. and learned that they are looking for someone who will call on grocery, drug, and convenience stores to sell and service Dial's health and beauty aid items to these types of retailers. What type of personal selling does this represent?
(37) When a company distributes its products directly to buyers without the use of a reseller, the company is using ________.
(36) Which of the following are considered "key players" in the marketing industry?
(28) Explain why someone would rather have a Rolex watch than a Timex watch, which is as reliable as a Rolex but considerably less expensive.
(37) 
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