Question 1

Which of the following is the first step of the market segmentation process?

Accepted Answer

A)  To conduct advertising research to determine consumers' reactions to various ad campaigns 
B)  To identify groups of people with certain shared needs 
C)  To aggregate groups of people or organizations into larger market segments 
D)  To develop place, time, and possession utility 
E)  To determine which personal influences will have an appropriate effect on consumers 
A)  To conduct advertising research to determine consumers' reactions to various ad campaigns 
B)  To identify groups of people with certain shared needs 
C)  To aggregate groups of people or organizations into larger market segments 
D)  To develop place, time, and possession utility 
E)  To determine which personal influences will have an appropriate effect on consumers

Question 2

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 3

Convenience goods are available at every possible location because of exclusive distribution.

Accepted Answer

A) True 
 B)False

Question 4

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 5

_____ occurs when individuals act as independent distributors for a manufacturer or private-label marketer.

Accepted Answer

A)  Indirect marketing 
B)  Network marketing 
C)  Viral marketing 
D)  Relationship marketing 
E)  Guerrilla marketing 
A)  Indirect marketing 
B)  Network marketing 
C)  Viral marketing 
D)  Relationship marketing 
E)  Guerrilla marketing

Question 6

_____ segmentation enables marketers to view people as individuals with feelings and inclinations.

Accepted Answer

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

Question 7

Which of the following is a dimension on which VALS,a psychographic classification system,is based?

Accepted Answer

A)  Geographic variables 
B)  Product characteristics 
C)  Primary motivation 
D)  Self-orientation 
E)  Product positioning 
A)  Geographic variables 
B)  Product characteristics 
C)  Primary motivation 
D)  Self-orientation 
E)  Product positioning

Question 8

The major activities of the _____ element of a marketing mix include the way the good or service is designed and classified,positioned,branded,and packaged.

Accepted Answer

A)  utility 
B)  price element 
C)  distribution 
D)  product element 
E)  growth 
A)  utility 
B)  price element 
C)  distribution 
D)  product element 
E)  growth

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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 11

What is meant by product concept?

Accepted Answer

Product concept refers to the

Question 12

The usual purpose of advertising is to inform,persuade,and remind customers about particular products and services.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is an example of publicity?

Accepted Answer

A)  Feature stories 
B)  Booklets 
C)  Catalogs 
D)  Brochures 
E)  Annual reports 
A)  Feature stories 
B)  Booklets 
C)  Catalogs 
D)  Brochures 
E)  Annual reports

Question 15

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 16

During the _____ phase of the product life cycle,the company incurs considerable costs for educating customers,building widespread dealer distribution,and encouraging demand.

Accepted Answer

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

Question 17

Distinguish between primary demand and selective demand.

Accepted Answer

When a company introduces a new product

Question 18

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 19

_____ 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 20

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

Which of the following is the first step of the market segmentation process?

Convenience goods are available at every possible location because of exclusive distribution.

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.

_____ occurs when individuals act as independent distributors for a manufacturer or private-label marketer.

_____ segmentation enables marketers to view people as individuals with feelings and inclinations.

Which of the following is a dimension on which VALS,a psychographic classification system,is based?

The major activities of the _____ element of a marketing mix include the way the good or service is designed and classified,positioned,branded,and packaged.

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

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.

What is meant by product concept?

The usual purpose of advertising is to inform,persuade,and remind customers about particular products and services.

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

Which of the following is an example of publicity?

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

During the _____ phase of the product life cycle,the company incurs considerable costs for educating customers,building widespread dealer distribution,and encouraging demand.

Distinguish between primary demand and selective demand.

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

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

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

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 the first step of the market segmentation process?

Convenience goods are available at every possible location because of exclusive distribution.

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.

_____ occurs when individuals act as independent distributors for a manufacturer or private-label marketer.

_____ segmentation enables marketers to view people as individuals with feelings and inclinations.

Which of the following is a dimension on which VALS,a psychographic classification system,is based?

The major activities of the _____ element of a marketing mix include the way the good or service is designed and classified,positioned,branded,and packaged.

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

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.

What is meant by product concept?

The usual purpose of advertising is to inform,persuade,and remind customers about particular products and services.

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

Which of the following is an example of publicity?

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

During the _____ phase of the product life cycle,the company incurs considerable costs for educating customers,building widespread dealer distribution,and encouraging demand.

Distinguish between primary demand and selective demand.

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

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

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

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