Question 1

Telemarketing, a direct marketing technique, can help increase productivity through person-to-person phone contact.

Accepted Answer

A) True 
 B)False  True

Question 2

When companies manufacture a product and sell it to resellers (distributors or dealers), who put their own brand on the product, it is called a(n) _____ strategy.

Accepted Answer

A) individual branding 
B) brand licensing 
C) family branding 
D) private-labeling 
E) national branding 
A) individual branding 
B) brand licensing 
C) family branding 
D) private-labeling 
E) national branding D

Question 3

Briefly describe the 4Ps of marketing.
E.Jerome McCarthy developed a mnemonic device to help recall these four functions: product, price, place, and promotion-or the four Ps (4Ps).

Accepted Answer

Companies have many strategic options they can employ to enhance the product/service concept and effect marketing exchanges (make sales). Marketers categorize these options under four headings: (1) product, (2) price, (3) distribution, and (4) communication. The way the marketer mixes and blends these different elements creates the company's marketing strategy-often called the marketing mix. For convenience, marketing educator E. Jerome McCarthy developed a mnemonic device to help recall these four functions: product, price, place, and promotion-or the four Ps (4Ps).
Explanation: Many firms supplement (or replace) their advertising with various public relations activities such as publicity (news releases, feature stories) and special events (open houses, factory tours, VIP parties, grand openings) to inform various audiences about the company and its products and to build corporate trustworthiness and image.

Question 4

Marketers can obtain lists of companies in particular NAICS divisions for direct mailings.

Accepted Answer

A) True 
 B)False

Question 5

_____ segmentation refers to a way of segmenting markets by grouping consumers according to the manner in which they buy products.

Accepted Answer

A) Geographic 
B) Demographic 
C) Geodemographic 
D) Psychographic 
E) Behavioristic 
A) Geographic 
B) Demographic 
C) Geodemographic 
D) Psychographic 
E) Behavioristic

Question 6

Which of the following is true of the key factors influencing price?

Accepted Answer

A) A company's objectives are not related to the price of its products. 
B) Economic conditions, government regulations and marketing costs influence product prices. 
C) When introducing a product, companies initially set a low price to attract more consumers. 
D) As the risks associated with new products diminish, consumers are no longer willing to pay high prices. 
E) In the later stages of the product life cycle, prices tend to rise. 
A) A company's objectives are not related to the price of its products. 
B) Economic conditions, government regulations and marketing costs influence product prices. 
C) When introducing a product, companies initially set a low price to attract more consumers. 
D) As the risks associated with new products diminish, consumers are no longer willing to pay high prices. 
E) In the later stages of the product life cycle, prices tend to rise.

Question 7

Differences between products that are readily apparent to the consumer are known as induced differences.

Accepted Answer

A) True 
 B)False

Question 8

Consumer demand for a whole product category and not just the company's own brand is called _____ demand.

Accepted Answer

A) primary 
B) selective 
C) perceptible 
D) collateral 
E) aggregate 
A) primary 
B) selective 
C) perceptible 
D) collateral 
E) aggregate

Question 9

Cyber-shot, VAIO, and BRAVIA are just some of the brand names used by Sony, one of the leading manufacturers of consumer electronics, to markets its digital cameras, laptops, and LCD televisions, respectively. These are all examples of _____.

Accepted Answer

A) Individual brands 
B) Local brands 
C) Aggregate brands 
D) Private labels 
E) Licensed brands 
A) Individual brands 
B) Local brands 
C) Aggregate brands 
D) Private labels 
E) Licensed brands

Question 10

During the _____ stage of the product life cycle, competitors jump into the market, but the company that established the early leadership position reaps the biggest rewards.

Accepted Answer

A) revitalization 
B) introductory 
C) maturity 
D) growth 
E) decline 
A) revitalization 
B) introductory 
C) maturity 
D) growth 
E) decline

Question 11

Network marketing refers to a centrally managed distribution system that serves a group of stores or other businesses.

Accepted Answer

A) True 
 B)False

Question 12

In volume segmentation, marketers rely on user-status variables to define consumers as light, medium, or heavy users of products.

Accepted Answer

A) True 
 B)False

Question 13

Product concept refers to the way the marketer mixes and blends the 4 Ps to create the company's marketing strategy.

Accepted Answer

A) True 
 B)False

Question 14

_____ represent(s) the value of a brand's capital.

Accepted Answer

A) Brand architecture 
B) Brand recall 
C) Brand elements 
D) Brand identity 
E) Brand equity 
A) Brand architecture 
B) Brand recall 
C) Brand elements 
D) Brand identity 
E) Brand equity

Question 15

_____ refers to sales promotion efforts aimed at the retail trade.

Accepted Answer

A) Intensive distribution 
B) A pull strategy 
C) Direct marketing 
D) A push strategy 
E) Selective demand 
A) Intensive distribution 
B) A pull strategy 
C) Direct marketing 
D) A push strategy 
E) Selective demand

Question 16

What is intensive distribution?

Accepted Answer

Soft drinks, candy, Timex watches, and o

Question 17

Which of the following is an example of a people-based service?

Accepted Answer

A) Dry cleaning 
B) DVD vending kiosks 
C) Management consulting 
D) Drive-through car washing services 
E) Automated teller machines 
A) Dry cleaning 
B) DVD vending kiosks 
C) Management consulting 
D) Drive-through car washing services 
E) Automated teller machines

Question 18

In addition to tangible benefits, customers are often motivated by symbolism-what the brand name means to them, to associates, or to some social reference group.

Accepted Answer

A) True 
 B)False

Question 19

Many industrial companies market their products through reps or distributors to _____ who may use the product as a component in their own product, which is then sold to their customers.

Accepted Answer

A) resellers 
B) brokers 
C) private labels 
D) jobber 
E) original equipment manufacturers 
A) resellers 
B) brokers 
C) private labels 
D) jobber 
E) original equipment manufacturers

Question 20

When sales volume begins to rise rapidly, the product enters the maturity stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Telemarketing, a direct marketing technique, can help increase productivity through person-to-person phone contact.

When companies manufacture a product and sell it to resellers (distributors or dealers), who put their own brand on the product, it is called a(n) _____ strategy.

Briefly describe the 4Ps of marketing. E.Jerome McCarthy developed a mnemonic device to help recall these four functions: product, price, place, and promotion-or the four Ps (4Ps).

Marketers can obtain lists of companies in particular NAICS divisions for direct mailings.

_____ segmentation refers to a way of segmenting markets by grouping consumers according to the manner in which they buy products.

Which of the following is true of the key factors influencing price?

Differences between products that are readily apparent to the consumer are known as induced differences.

Consumer demand for a whole product category and not just the company's own brand is called _____ demand.

Cyber-shot, VAIO, and BRAVIA are just some of the brand names used by Sony, one of the leading manufacturers of consumer electronics, to markets its digital cameras, laptops, and LCD televisions, respectively. These are all examples of _____.

During the _____ stage of the product life cycle, competitors jump into the market, but the company that established the early leadership position reaps the biggest rewards.

Network marketing refers to a centrally managed distribution system that serves a group of stores or other businesses.

In volume segmentation, marketers rely on user-status variables to define consumers as light, medium, or heavy users of products.

Product concept refers to the way the marketer mixes and blends the 4 Ps to create the company's marketing strategy.

_____ represent(s) the value of a brand's capital.

_____ refers to sales promotion efforts aimed at the retail trade.

What is intensive distribution?

Which of the following is an example of a people-based service?

In addition to tangible benefits, customers are often motivated by symbolism-what the brand name means to them, to associates, or to some social reference group.

Many industrial companies market their products through reps or distributors to _____ who may use the product as a component in their own product, which is then sold to their customers.

When sales volume begins to rise rapidly, the product enters the maturity stage of the product life cycle.

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Print Media

Using Electronic Media: Television and Radio

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Introducing Social Media

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

Filters

Exam 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Telemarketing, a direct marketing technique, can help increase productivity through person-to-person phone contact.

When companies manufacture a product and sell it to resellers (distributors or dealers), who put their own brand on the product, it is called a(n) _____ strategy.

Briefly describe the 4Ps of marketing. E.Jerome McCarthy developed a mnemonic device to help recall these four functions: product, price, place, and promotion-or the four Ps (4Ps).

Marketers can obtain lists of companies in particular NAICS divisions for direct mailings.

_____ segmentation refers to a way of segmenting markets by grouping consumers according to the manner in which they buy products.

Which of the following is true of the key factors influencing price?

Differences between products that are readily apparent to the consumer are known as induced differences.

Consumer demand for a whole product category and not just the company's own brand is called _____ demand.

Cyber-shot, VAIO, and BRAVIA are just some of the brand names used by Sony, one of the leading manufacturers of consumer electronics, to markets its digital cameras, laptops, and LCD televisions, respectively. These are all examples of _____.

During the _____ stage of the product life cycle, competitors jump into the market, but the company that established the early leadership position reaps the biggest rewards.

Network marketing refers to a centrally managed distribution system that serves a group of stores or other businesses.

In volume segmentation, marketers rely on user-status variables to define consumers as light, medium, or heavy users of products.

Product concept refers to the way the marketer mixes and blends the 4 Ps to create the company's marketing strategy.

_____ represent(s) the value of a brand's capital.

_____ refers to sales promotion efforts aimed at the retail trade.

What is intensive distribution?

Which of the following is an example of a people-based service?

In addition to tangible benefits, customers are often motivated by symbolism-what the brand name means to them, to associates, or to some social reference group.

Many industrial companies market their products through reps or distributors to _____ who may use the product as a component in their own product, which is then sold to their customers.

When sales volume begins to rise rapidly, the product enters the maturity stage of the product life cycle.

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Print Media

Using Electronic Media: Television and Radio

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Introducing Social Media

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

Filters