Question 1

Which of the following is true of a manufacturer's brand?

Accepted Answer

A)  It is typically sold at lower prices in large retail chain stores. 
B)  The responsibility for creating the brand image rests with the distributor or retailer. 
C)  It is expensive for manufacturers to market such brands. 
D)  It is sold to retailers for a fee who put the manufacturer's brand on their own in-house products. 
E)  It is of lesser value compared to private labels. 
A)  It is typically sold at lower prices in large retail chain stores. 
B)  The responsibility for creating the brand image rests with the distributor or retailer. 
C)  It is expensive for manufacturers to market such brands. 
D)  It is sold to retailers for a fee who put the manufacturer's brand on their own in-house products. 
E)  It is of lesser value compared to private labels.

Question 2

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 3

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 4

The target market for a company manufacturing dolls is most likely to be young children.

Accepted Answer

A) True 
 B)False

Question 5

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 6

Which of the following products should be exclusively distributed?

Accepted Answer

A)  Breakfast cereal 
B)  A blender 
C)  Pet food 
D)  Fashion magazines 
E)  Luxury watches 
A)  Breakfast cereal 
B)  A blender 
C)  Pet food 
D)  Fashion magazines 
E)  Luxury watches

Question 7

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 8

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 9

VALS,a psychographic segmentation scheme,divides consumers into eight psychological categories,including "I am driven" (motto: nothing ventured,nothing gained)and "I measure twice" (motto: an ounce of prevention).

Accepted Answer

A) True 
 B)False

Question 10

Demographic 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) True 
 B)False

Question 11

What are perceptible,hidden,and induced differences between products?

Accepted Answer

Perceptible differences are readily appa

Question 12

According to Stephan and Tannenholz,what are the six categories of consumers based on user status? Briefly describe them.
A. A different advertising message could help, but these people rarely offer much potential. Trial/rejectors responded to Brand A's IMC messages but did not like the product. More promoting will not help; only a reformulation of Brand A will bring them back. Repertoire users perceive two or more brands to have superior attributes and will buy at full price. They are the primary brand switchers and respond to persuasive information based on their fluctuating wants and desires.
B. They do not buy Brand A at full price but will consider buying it at a discount. Aware nontriers use competitive products in the category but have not taken a liking to Brand

Accepted Answer

Researchers Stephan and Tannenholz have

Question 13

_____ 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 14

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

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

How is product pricing affected by market demand?

Accepted Answer

If the supply of a product is

Question 17

To appeal to a new target market,a coffee manufacturer changed the product's package design,reformulated the coffee,began advertising price discounts in magazines,and started distributing samples of the new product at coffee shops.In this scenario,the coffee manufacturer changed the _____ in order to boost sales.

Accepted Answer

A)  product volume 
B)  marketing mix 
C)  product life cycle 
D)  product line 
E)  brand benefits 
A)  product volume 
B)  marketing mix 
C)  product life cycle 
D)  product line 
E)  brand benefits

Question 18

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 19

The purpose of VALS,a _____ segmentation system,is to help marketers identify whom to target,uncover what the target group buys and does,locate where concentrations of the target group live,identify how best to communicate with them,and gain insight into why the target group behaves the way it does.

Accepted Answer

A)  psychographic 
B)  volume 
C)  benefit 
D)  geographic 
E)  demographic 
A)  psychographic 
B)  volume 
C)  benefit 
D)  geographic 
E)  demographic

Question 20

When a company uses a(n)_____ brand,it markets different products under the same umbrella name.

Accepted Answer

A)  individual 
B)  family 
C)  private 
D)  licensed 
E)  local 
A)  individual 
B)  family 
C)  private 
D)  licensed 
E)  local

Which of the following is true of a manufacturer's brand?

The basic goal of a positioning strategy is to:

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

The target market for a company manufacturing dolls is most likely to be young children.

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.

Which of the following products should be exclusively distributed?

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 _____.

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.

VALS,a psychographic segmentation scheme,divides consumers into eight psychological categories,including "I am driven" (motto: nothing ventured,nothing gained)and "I measure twice" (motto: an ounce of prevention).

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

What are perceptible,hidden,and induced differences between products?

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

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.

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

How is product pricing affected by market demand?

In terms of user status,aware nontriers:

The purpose of VALS,a _____ segmentation system,is to help marketers identify whom to target,uncover what the target group buys and does,locate where concentrations of the target group live,identify how best to communicate with them,and gain insight into why the target group behaves the way it does.

When a company uses a(n)_____ brand,it markets different products under the same umbrella name.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters

Exam 6: Market Segmentation and the Marketing Mix

Which of the following is true of a manufacturer's brand?

The basic goal of a positioning strategy is to:

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

The target market for a company manufacturing dolls is most likely to be young children.

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.

Which of the following products should be exclusively distributed?

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 _____.

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.

VALS,a psychographic segmentation scheme,divides consumers into eight psychological categories,including "I am driven" (motto: nothing ventured,nothing gained)and "I measure twice" (motto: an ounce of prevention).

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

What are perceptible,hidden,and induced differences between products?

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

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.

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

How is product pricing affected by market demand?

In terms of user status,aware nontriers:

When a company uses a(n)_____ brand,it markets different products under the same umbrella name.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters