Question 1

Briefly explain how personal selling can be a powerful promotion method.

Accepted Answer

Personal selling involves direct persona

Question 2

According to FCB,traditional think products cannot be marketed using feel advertising promotion strategies.

Accepted Answer

A) True 
 B)False

Question 3

According to the Foote,Cone & Belding (FCB),all products purchased primarily for their functional consequences are termed as feel products.

Accepted Answer

A) True 
 B)False

Question 4

List the sequence of goals or objectives for promotion communications.

Accepted Answer

Researchers have identified five types o

Question 5

From the marketing manager's perspective,the first requirement for the purchase of a brand is that the consumer:

Accepted Answer

A)  has an intention to purchase the brand. 
B)  performs the various behaviors to purchase the brand. 
C)  has a favorable brand attitude. 
D)  is aware of the brand. 
E)  has a recognized need for the product category/form. 
A)  has an intention to purchase the brand. 
B)  performs the various behaviors to purchase the brand. 
C)  has a favorable brand attitude. 
D)  is aware of the brand. 
E)  has a recognized need for the product category/form.

Question 6

Being highly visible,promotion strategies are often the target of marketing critics.

Accepted Answer

A) True 
 B)False

Question 7

A positive attitude toward an ad will always lead to increased purchase of the brand.

Accepted Answer

A) True 
 B)False

Question 8

Consumers have varying degrees of involvement with a product or brand because of intrinsic and situational sources of self-relevance.

Accepted Answer

A) True 
 B)False

Question 9

Sara got to know from her cousin that a seasonal sale is happening at Bloomingdales,wherein a flat 50 percent is being offered on major fashion labels.Sara decides to go the very next day and make the best out of it.This example can be associated with which of the following?

Accepted Answer

A)  Word-of-mouth 
B)  Personal selling 
C)  Sales promotion 
D)  Advertising 
E)  Publicity 
A)  Word-of-mouth 
B)  Personal selling 
C)  Sales promotion 
D)  Advertising 
E)  Publicity

Question 10

How has advertising's position in the promotion mix changed in the last decade? Why has this change occurred?

Accepted Answer

The role of advertising in the long-rang

Question 11

_____ is any paid,nonpersonal presentation of information about a product,brand,company,or store.

Accepted Answer

The answer of _____ is any paid,nonpersonal presentation of information...

Question 12

The _____ grid is based on two concepts: consumers' involvement and their salient knowledge,meanings,and beliefs about the product.

Accepted Answer

Foote,Cone

Question 13

Information contact with promotions can be intentional as well as incidental.

Accepted Answer

A) True 
 B)False

Question 14

What is the role/function of promotion? Briefly describe the four types of promotion.

Accepted Answer

Promotion is used by the marketer to edu

Question 15

The ISTEA model emphasizes analysis of the customer as the starting point for strategy development.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following statements about brand attitudes is TRUE?

Accepted Answer

A)  They are not affected by advertising 
B)  They are consistent over time 
C)  They are not affected by product attributes, consequences, or end-goals 
D)  They vary across situations and contexts 
E)  They are based solely on product/brand knowledge 
A)  They are not affected by advertising 
B)  They are consistent over time 
C)  They are not affected by product attributes, consequences, or end-goals 
D)  They vary across situations and contexts 
E)  They are based solely on product/brand knowledge

Question 17

If a brand has a distinctive advantage,promotion strategies will tend to focus on image advertising for which peripheral processing is appropriate.

Accepted Answer

A) True 
 B)False

Question 18

In the central route to persuasion in the ELM,consumers who experience lower levels of involvement with the product or promotion message are motivated to pay greater attention to the central,product-related information and comprehend it at elaborate levels.

Accepted Answer

A) True 
 B)False

Question 19

In the communication process,when a consumer goes to a store or makes a purchase,which of the following has occurred?

Accepted Answer

A)  Source identification 
B)  Encoding 
C)  Transmission 
D)  Decoding 
E)  Action 
A)  Source identification 
B)  Encoding 
C)  Transmission 
D)  Decoding 
E)  Action

Question 20

_____ are direct inducements to the consumer to make a purchase.

Accepted Answer

The answer of _____ are direct inducements to the consumer...

Briefly explain how personal selling can be a powerful promotion method.

According to FCB,traditional think products cannot be marketed using feel advertising promotion strategies.

According to the Foote,Cone & Belding (FCB),all products purchased primarily for their functional consequences are termed as feel products.

List the sequence of goals or objectives for promotion communications.

From the marketing manager's perspective,the first requirement for the purchase of a brand is that the consumer:

Being highly visible,promotion strategies are often the target of marketing critics.

A positive attitude toward an ad will always lead to increased purchase of the brand.

Consumers have varying degrees of involvement with a product or brand because of intrinsic and situational sources of self-relevance.

Sara got to know from her cousin that a seasonal sale is happening at Bloomingdales,wherein a flat 50 percent is being offered on major fashion labels.Sara decides to go the very next day and make the best out of it.This example can be associated with which of the following?

How has advertising's position in the promotion mix changed in the last decade? Why has this change occurred?

_____ is any paid,nonpersonal presentation of information about a product,brand,company,or store.

The _____ grid is based on two concepts: consumers' involvement and their salient knowledge,meanings,and beliefs about the product.

Information contact with promotions can be intentional as well as incidental.

What is the role/function of promotion? Briefly describe the four types of promotion.

The ISTEA model emphasizes analysis of the customer as the starting point for strategy development.

Which of the following statements about brand attitudes is TRUE?

If a brand has a distinctive advantage,promotion strategies will tend to focus on image advertising for which peripheral processing is appropriate.

In the central route to persuasion in the ELM,consumers who experience lower levels of involvement with the product or promotion message are motivated to pay greater attention to the central,product-related information and comprehend it at elaborate levels.

In the communication process,when a consumer goes to a store or makes a purchase,which of the following has occurred?

_____ are direct inducements to the consumer to make a purchase.

Introduction to Consumer Behavior and Marketing Strategy

A Framework for Consumer Analysis

Introduction to Affect and Cognition

Consumers Product Knowledge and Involvement

Attention and Comprehension

Attitudes and Intentions

Consumer Decision Making

Introduction to Behavior

Conditioning and Learning Processes

Influencing Consumer Behaviors

Introduction to the Environment

Cultural and Cross-Cultural Influences

Subculture and Social Class

Reference Groups and Family

Market Segmentation and Product Positioning

Consumer Behavior and Product Strategy

Consumer Behavior and Pricing Strategy

Consumer Behavior, Electronic Commerce, and Channel Strategy

Filters

Exam 17: Consumer Behavior and Promotion Strategy

Briefly explain how personal selling can be a powerful promotion method.

According to FCB,traditional think products cannot be marketed using feel advertising promotion strategies.

According to the Foote,Cone & Belding (FCB),all products purchased primarily for their functional consequences are termed as feel products.

List the sequence of goals or objectives for promotion communications.

From the marketing manager's perspective,the first requirement for the purchase of a brand is that the consumer:

Being highly visible,promotion strategies are often the target of marketing critics.

A positive attitude toward an ad will always lead to increased purchase of the brand.

Consumers have varying degrees of involvement with a product or brand because of intrinsic and situational sources of self-relevance.

Sara got to know from her cousin that a seasonal sale is happening at Bloomingdales,wherein a flat 50 percent is being offered on major fashion labels.Sara decides to go the very next day and make the best out of it.This example can be associated with which of the following?

How has advertising's position in the promotion mix changed in the last decade? Why has this change occurred?

_____ is any paid,nonpersonal presentation of information about a product,brand,company,or store.

The _____ grid is based on two concepts: consumers' involvement and their salient knowledge,meanings,and beliefs about the product.

Information contact with promotions can be intentional as well as incidental.

What is the role/function of promotion? Briefly describe the four types of promotion.

The ISTEA model emphasizes analysis of the customer as the starting point for strategy development.

Which of the following statements about brand attitudes is TRUE?

If a brand has a distinctive advantage,promotion strategies will tend to focus on image advertising for which peripheral processing is appropriate.

In the central route to persuasion in the ELM,consumers who experience lower levels of involvement with the product or promotion message are motivated to pay greater attention to the central,product-related information and comprehend it at elaborate levels.

In the communication process,when a consumer goes to a store or makes a purchase,which of the following has occurred?

_____ are direct inducements to the consumer to make a purchase.

Introduction to Consumer Behavior and Marketing Strategy

A Framework for Consumer Analysis

Introduction to Affect and Cognition

Consumers Product Knowledge and Involvement

Attention and Comprehension

Attitudes and Intentions

Consumer Decision Making

Introduction to Behavior

Conditioning and Learning Processes

Influencing Consumer Behaviors

Introduction to the Environment

Cultural and Cross-Cultural Influences

Subculture and Social Class

Reference Groups and Family

Market Segmentation and Product Positioning

Consumer Behavior and Product Strategy

Consumer Behavior and Pricing Strategy

Consumer Behavior, Electronic Commerce, and Channel Strategy

Filters