Question 1

Which of the following is true about resellers?

Accepted Answer

A) They operate between the producer and the consumer or industrial purchaser. 
B) They deal in production rather than trade. 
C) They are the intermediaries employed by manufacturers in direct distribution. 
D) They include both wholesalers and retailers, but not manufacturers' representatives. 
E) They are used primarily in network marketing. 
A) They operate between the producer and the consumer or industrial purchaser. 
B) They deal in production rather than trade. 
C) They are the intermediaries employed by manufacturers in direct distribution. 
D) They include both wholesalers and retailers, but not manufacturers' representatives. 
E) They are used primarily in network marketing.

Question 2

Which of the following is true about product packaging?

Accepted Answer

A) Packaging must reflect the tone, image, and personality of the product concept in order to penetrate consumers' psychological screens. 
B) Packages should offer high visibility and legibility to penetrate shoppers' psychological screens. 
C) As a rule, companies should change their product packaging at least once every three years. 
D) Subtle changes in the color of a product's packaging generally do not have an impact on sales. 
E) Contrary to popular belief, consumers do not associate package quality with product quality. 
A) Packaging must reflect the tone, image, and personality of the product concept in order to penetrate consumers' psychological screens. 
B) Packages should offer high visibility and legibility to penetrate shoppers' psychological screens. 
C) As a rule, companies should change their product packaging at least once every three years. 
D) Subtle changes in the color of a product's packaging generally do not have an impact on sales. 
E) Contrary to popular belief, consumers do not associate package quality with product quality.

Question 3

The _____ process determines the content, look, and feel of product advertisements.

Accepted Answer

A) target marketing 
B) distribution 
C) brand equity creation 
D) segmentation 
E) benchmarking 
A) target marketing 
B) distribution 
C) brand equity creation 
D) segmentation 
E) benchmarking

Question 4

Describe the communication element of marketing.

Accepted Answer

The communication element includes all m

Question 5

_____ segmentation is a way to define population groups by their statistical characteristics: sex, age, ethnicity, education, occupation, income, and other quantifiable factors.

Accepted Answer

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

Question 6

In terms of user status, aware nontriers:

Accepted Answer

A) typically use a particular brand but have an alternative selection if it is not available or if the alternative is promoted with a discount. 
B) use competitive products in the category but have not taken a liking to a particular brand. 
C) perceive two or more brands to have superior attributes and will buy at full price. 
D) choose one brand exclusively. 
E) respond to a brand's IMC messages but do not like the product. 
A) typically use a particular brand but have an alternative selection if it is not available or if the alternative is promoted with a discount. 
B) use competitive products in the category but have not taken a liking to a particular brand. 
C) perceive two or more brands to have superior attributes and will buy at full price. 
D) choose one brand exclusively. 
E) respond to a brand's IMC messages but do not like the product.

Question 7

A fast food chain aims to sell its burgers and milkshakes to teenagers and young adults. Additionally, this restaurant modifies its menu depending on the local tastes and preferences of the country where it is located. Which of the following market segmentation strategies does the restaurant employ?

Accepted Answer

A) Geodemographic segmentation 
B) Psychographic segmentation 
C) Behavioristic segmentation 
D) Volume segmentation 
E) Economic segmentation 
A) Geodemographic segmentation 
B) Psychographic segmentation 
C) Behavioristic segmentation 
D) Volume segmentation 
E) Economic segmentation

Question 8

A fast food restaurant buys the liquid concentrate used to make fountain drinks from a supplier. Then, it sells the reconstituted drink to its customers. The restaurant is an example of a(n) _____.

Accepted Answer

A) consumer market 
B) government market 
C) reseller 
D) wholesaler 
E) early adopter 
A) consumer market 
B) government market 
C) reseller 
D) wholesaler 
E) early adopter

Question 9

VALS, a psychographic classification system, assigns consumers to one of eight groups based on two dimensions: primary motivation and resources.

Accepted Answer

A) True 
 B)False

Question 10

A product which is in the introductory stage of the product life cycle will most likely target _____.

Accepted Answer

A) laggards 
B) millennials 
C) late adopters 
D) Generation X 
E) early adopters 
A) laggards 
B) millennials 
C) late adopters 
D) Generation X 
E) early adopters

Question 11

Booklets, catalogs, brochures, sales kits, and annual reports are examples of personal selling materials.

Accepted Answer

A) True 
 B)False

Question 12

Describe the steps involved in the market segmentation process.

Accepted Answer

The process of market segmentation invol

Question 13

Which of the following products would be best suited for intensive distribution?

Accepted Answer

A) Cell phones 
B) Batteries 
C) Bed linen 
D) Perfumes 
E) Dinner sets 
A) Cell phones 
B) Batteries 
C) Bed linen 
D) Perfumes 
E) Dinner sets

Question 14

A(n) _____ includes all the firms and individuals that take title or assist in taking title to the product as it moves from the producer to the consumer.

Accepted Answer

A) distribution channel 
B) copy point 
C) early adopter 
D) national brand 
E) private label 
A) distribution channel 
B) copy point 
C) early adopter 
D) national brand 
E) private label

Question 15

Which of the following is an example of an equipment-based service?

Accepted Answer

A) Waitressing 
B) Hair dressing 
C) Management consulting 
D) Child care 
E) Car rental services 
A) Waitressing 
B) Hair dressing 
C) Management consulting 
D) Child care 
E) Car rental services

Question 16

_____ establishes a face-to-face situation in which the marketer can learn firsthand about customer wants and needs, and customers find it harder to say no.

Accepted Answer

A) Viral marketing 
B) Intensive distribution 
C) Personal selling 
D) Selective demand 
E) Franchising 
A) Viral marketing 
B) Intensive distribution 
C) Personal selling 
D) Selective demand 
E) Franchising

Question 17

The basic goal of a positioning strategy is to:

Accepted Answer

A) own a word that ranks the product in the prospect's mind. 
B) communicate the intangible benefits provided by a product or service. 
C) help consumers understand a company's overall vision. 
D) minimize product differentiation. 
E) create and maintain primary demand for a product. 
A) own a word that ranks the product in the prospect's mind. 
B) communicate the intangible benefits provided by a product or service. 
C) help consumers understand a company's overall vision. 
D) minimize product differentiation. 
E) create and maintain primary demand for a product.

Question 18

Many people give fine chocolates as Christmas presents to friends and co-workers. There is an increase in the number of advertisements for gourmet chocolates during November and December, as companies try to create awareness about their products in the minds of consumers looking for the perfect gift. This is an example of segmentation on the basis of:

Accepted Answer

A) purchase occasion. 
B) geographic location. 
C) demographics. 
D) user-status. 
E) volume. 
A) purchase occasion. 
B) geographic location. 
C) demographics. 
D) user-status. 
E) volume.

Question 19

Brand equity refers to the totality of what consumers, distributors, dealers, and competitors feel and think about a brand over an extended period of time.

Accepted Answer

A) True 
 B)False

Question 20

A company determined the target market for its product to be people under the age of eighteen, living in the metropolitan area of Houston, Texas. Which type of segmentation does this exemplify?

Accepted Answer

This is an example of geodemog

Which of the following is true about resellers?

Which of the following is true about product packaging?

The _____ process determines the content, look, and feel of product advertisements.

Describe the communication element of marketing.

_____ segmentation is a way to define population groups by their statistical characteristics: sex, age, ethnicity, education, occupation, income, and other quantifiable factors.

In terms of user status, aware nontriers:

A fast food chain aims to sell its burgers and milkshakes to teenagers and young adults. Additionally, this restaurant modifies its menu depending on the local tastes and preferences of the country where it is located. Which of the following market segmentation strategies does the restaurant employ?

A fast food restaurant buys the liquid concentrate used to make fountain drinks from a supplier. Then, it sells the reconstituted drink to its customers. The restaurant is an example of a(n) _____.

VALS, a psychographic classification system, assigns consumers to one of eight groups based on two dimensions: primary motivation and resources.

A product which is in the introductory stage of the product life cycle will most likely target _____.

Booklets, catalogs, brochures, sales kits, and annual reports are examples of personal selling materials.

Describe the steps involved in the market segmentation process.

Which of the following products would be best suited for intensive distribution?

A(n) _____ includes all the firms and individuals that take title or assist in taking title to the product as it moves from the producer to the consumer.

Which of the following is an example of an equipment-based service?

_____ establishes a face-to-face situation in which the marketer can learn firsthand about customer wants and needs, and customers find it harder to say no.

The basic goal of a positioning strategy is to:

Brand equity refers to the totality of what consumers, distributors, dealers, and competitors feel and think about a brand over an extended period of time.

A company determined the target market for its product to be people under the age of eighteen, living in the metropolitan area of Houston, Texas. Which type of segmentation does this exemplify?

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

Which of the following is true about resellers?

Which of the following is true about product packaging?

The _____ process determines the content, look, and feel of product advertisements.

Describe the communication element of marketing.

_____ segmentation is a way to define population groups by their statistical characteristics: sex, age, ethnicity, education, occupation, income, and other quantifiable factors.

In terms of user status, aware nontriers:

A fast food restaurant buys the liquid concentrate used to make fountain drinks from a supplier. Then, it sells the reconstituted drink to its customers. The restaurant is an example of a(n) _____.

VALS, a psychographic classification system, assigns consumers to one of eight groups based on two dimensions: primary motivation and resources.

A product which is in the introductory stage of the product life cycle will most likely target _____.

Booklets, catalogs, brochures, sales kits, and annual reports are examples of personal selling materials.

Describe the steps involved in the market segmentation process.

Which of the following products would be best suited for intensive distribution?

A(n) _____ includes all the firms and individuals that take title or assist in taking title to the product as it moves from the producer to the consumer.

Which of the following is an example of an equipment-based service?

_____ establishes a face-to-face situation in which the marketer can learn firsthand about customer wants and needs, and customers find it harder to say no.

The basic goal of a positioning strategy is to:

Brand equity refers to the totality of what consumers, distributors, dealers, and competitors feel and think about a brand over an extended period of time.

A company determined the target market for its product to be people under the age of eighteen, living in the metropolitan area of Houston, Texas. Which type of segmentation does this exemplify?

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