Question 1

Which of the following is one of the bases for making purchase decisions in the business market and should be emphasized in promotional appeals?

Accepted Answer

A)  Product demonstrations 
B)  Brand equity 
C)  Wholesaler 
D)  Retailer 
E)  Market concentration 
A)  Product demonstrations 
B)  Brand equity 
C)  Wholesaler 
D)  Retailer 
E)  Market concentration A

Question 2

Explain how the concept of shared characteristics relates to the marketing segmentation process.

Accepted Answer

The concept of shared characteristics is critical to market segmentation. Marketing and advertising people know that, based on their needs, wants and mental files, consumers leave "footprints in the sand"-the telltale signs of where they live and work, what they buy and how they spend their leisure time. By following these footprints, marketers can locate and define groups of consumers with similar needs and wants, create messages for them and know how and where to send their messages. The goal is to find that particular niche where the marketer's product fits.

Question 3

The _____ refers to the bundle of values built into a product aimed at satisfying various functional, social, psychological, economic, and other consumer needs and wants.

Accepted Answer

A)  total product concept 
B)  marketing mix 
C)  targeted product 
D)  product attribution 
E)  product utility 
A)  total product concept 
B)  marketing mix 
C)  targeted product 
D)  product attribution 
E)  product utility A

Question 4

Cell phone companies spend many advertising dollars appealing to people who are already heavy users of cell phones to encourage them to buy plans that offer them additional minutes. These cell phone companies are using:

Accepted Answer

A)  purchase-occasion segmentation. 
B)  psychographic positioning. 
C)  demographic segmentation. 
D)  lifestyle segmentation. 
E)  volume segmentation. 
A)  purchase-occasion segmentation. 
B)  psychographic positioning. 
C)  demographic segmentation. 
D)  lifestyle segmentation. 
E)  volume segmentation.

Question 5

The _____ for Huggies disposable washcloths is most likely first-time parents with a significant amount of discretionary income who value their time more highly than they value their environment.

Accepted Answer

A)  product utility 
B)  customer group 
C)  target market 
D)  market aggregate 
E)  marketing mix 
A)  product utility 
B)  customer group 
C)  target market 
D)  market aggregate 
E)  marketing mix

Question 6

Differences between products that are readily apparent are called position differences.

Accepted Answer

A) True 
 B)False

Question 7

When pharmaceutical companies began advertising directly to consumers, it was an example of ____. The pharmaceutical companies realized that consumer demand influences which medications a physician will prescribe.

Accepted Answer

A)  indirect consumer marketing 
B)  promotion equity 
C)  scrambled promotion 
D)  a push strategy 
E)  a pull strategy 
A)  indirect consumer marketing 
B)  promotion equity 
C)  scrambled promotion 
D)  a push strategy 
E)  a pull strategy

Question 8

Seagram's of North America provides its resellers with elaborate point-of-purchase displays to encourage resellers to stock and promote the distillery's products. In this example, Seagram's is using a:

Accepted Answer

A)  penetration strategy. 
B)  diversification strategy. 
C)  divestiture strategy. 
D)  push strategy. 
E)  pull strategy. 
A)  penetration strategy. 
B)  diversification strategy. 
C)  divestiture strategy. 
D)  push strategy. 
E)  pull strategy.

Question 9

Advertising for a movie that describes the film as a "family-filled riot of fun" is relying on benefit segmentation.

Accepted Answer

A) True 
 B)False

Question 10

Maidenform Brands is a global intimate apparel company that designs, sources, and markets intimate apparel products under the Maidenform, Flexees, and Lilyette brand names. Maidenform is able to use a multiple brand strategy that provides access to the faster-growing mass market channel without diluting the strong positive opinions and feelings that its consumers, distributors, dealers, and competitors have for the Maidenform, Flexees, and Lilyette brands. In other words, Maidenform and its major brands have strong:

Accepted Answer

A)  market share. 
B)  market value. 
C)  brand commitment. 
D)  brand equity. 
E)  market utility. 
A)  market share. 
B)  market value. 
C)  brand commitment. 
D)  brand equity. 
E)  market utility.

Question 11

When the manufacturer of Kikkoman brand soy sauce introduced Kikkoman brand low-sodium soy sauce, it used private labeling by emphasizing the Kikkoman tradition and quality.

Accepted Answer

A) True 
 B)False

Question 12

The _____ stage of the product life cycle is characterized by rapid market expansion, more and more customers, a decrease in total advertising expenditures as a percentage of total sales.

Accepted Answer

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

Question 13

What is the next step for a marketer once market segmentation has been done?

Accepted Answer

A)  Target marketing process 
B)  Budgeting process 
C)  Mission statement 
D)  SWOT analysis 
E)  Competitive assessment 
A)  Target marketing process 
B)  Budgeting process 
C)  Mission statement 
D)  SWOT analysis 
E)  Competitive assessment

Question 14

Over the past decade, brands that were once available only to the wealthy have created more affordable product extensions, giving a far broader range of consumers a taste of the good life. Jaguar, for instance, launched its X-type sedan, which starts at $30,000 and is meant for the "almost rich" consumer who aspires to live in luxury. By marketing to people who desire a luxurious lifestyle, Jaguar is using:

Accepted Answer

A)  demographic segmentation. 
B)  psychographic segmentation. 
C)  geodemographic segmentation. 
D)  attitudinal positioning. 
E)  lifestyle positioning. 
A)  demographic segmentation. 
B)  psychographic segmentation. 
C)  geodemographic segmentation. 
D)  attitudinal positioning. 
E)  lifestyle positioning.

Question 15

There are many different brands of candy on the shelves of most supermarkets. The manufacturer of Dale Jr.'s Big Mo candy bars, aimed at NASCAR fans, hopes to create _____ so that customers will perceive why it is a better brand of candy than all the rest in the market.

Accepted Answer

A)  secondary demand 
B)  selective demand 
C)  primary demand 
D)  pioneering demand 
E)  utility of demand 
A)  secondary demand 
B)  selective demand 
C)  primary demand 
D)  pioneering demand 
E)  utility of demand

Question 16

The basic goal of a positioning strategy is to:

Accepted Answer

A)  own a word that establishes the product in the prospect's mind. 
B)  create a long-term market for a product category. 
C)  correlate the total product concept with the product's position in the PLC. 
D)  minimize product differentiation. 
E)  create and maintain primary demand for a product. 
A)  own a word that establishes the product in the prospect's mind. 
B)  create a long-term market for a product category. 
C)  correlate the total product concept with the product's position in the PLC. 
D)  minimize product differentiation. 
E)  create and maintain primary demand for a product.

Question 17

Maidenform is a global intimate apparel company that designs, sources, and markets products such as bras, panties, and "shape wear" under the Maidenform, Flexees, Lilyette, and Control It brand names. Which branding strategy does Maidenform use?

Accepted Answer

A)  Individual branding 
B)  Regional branding 
C)  Psychological branding 
D)  Private labeling 
E)  Family branding 
A)  Individual branding 
B)  Regional branding 
C)  Psychological branding 
D)  Private labeling 
E)  Family branding

Question 18

Gary Silva, senior vice president of sales, U.S. Auto Parts Group at Genuine Parts, says NAPA doesn't have a cookie-cutter layout but builds stores based on market need, with each designed independently. "It would be easier if all the stores had the exact same layout, but it's not the right thing to do for independent owners because some areas have more professional customers and others have more do-it-yourselfers," he explained. From this information, you know that NAPA targets both _____ markets.

Accepted Answer

A)  domestic and international 
B)  internal and external 
C)  demographic and psychographic 
D)  business and consumer 
E)  non-controllable and controllable 
A)  domestic and international 
B)  internal and external 
C)  demographic and psychographic 
D)  business and consumer 
E)  non-controllable and controllable

Question 19

Manufacturers' representatives, distributors, and retailers are considered resellers.

Accepted Answer

A) True 
 B)False

Question 20

Discuss the push and the pull strategy with respect to the product life cycle.

Accepted Answer

Pull strategy refers to the marketing, a

Which of the following is one of the bases for making purchase decisions in the business market and should be emphasized in promotional appeals?

Explain how the concept of shared characteristics relates to the marketing segmentation process.

The _____ refers to the bundle of values built into a product aimed at satisfying various functional, social, psychological, economic, and other consumer needs and wants.

Cell phone companies spend many advertising dollars appealing to people who are already heavy users of cell phones to encourage them to buy plans that offer them additional minutes. These cell phone companies are using:

The _____ for Huggies disposable washcloths is most likely first-time parents with a significant amount of discretionary income who value their time more highly than they value their environment.

Differences between products that are readily apparent are called position differences.

When pharmaceutical companies began advertising directly to consumers, it was an example of ____. The pharmaceutical companies realized that consumer demand influences which medications a physician will prescribe.

Seagram's of North America provides its resellers with elaborate point-of-purchase displays to encourage resellers to stock and promote the distillery's products. In this example, Seagram's is using a:

Advertising for a movie that describes the film as a "family-filled riot of fun" is relying on benefit segmentation.

When the manufacturer of Kikkoman brand soy sauce introduced Kikkoman brand low-sodium soy sauce, it used private labeling by emphasizing the Kikkoman tradition and quality.

The _____ stage of the product life cycle is characterized by rapid market expansion, more and more customers, a decrease in total advertising expenditures as a percentage of total sales.

What is the next step for a marketer once market segmentation has been done?

There are many different brands of candy on the shelves of most supermarkets. The manufacturer of Dale Jr.'s Big Mo candy bars, aimed at NASCAR fans, hopes to create _____ so that customers will perceive why it is a better brand of candy than all the rest in the market.

The basic goal of a positioning strategy is to:

Maidenform is a global intimate apparel company that designs, sources, and markets products such as bras, panties, and "shape wear" under the Maidenform, Flexees, Lilyette, and Control It brand names. Which branding strategy does Maidenform use?

Manufacturers' representatives, distributors, and retailers are considered resellers.

Discuss the push and the pull strategy with respect to the product life cycle.

The Evolution of Advertising

The Environment of Advertising

The Business of Advertising

Communication and Consumer Behavior

Account Planning and Research

Marketing, Advertising, and Imc Planning

Creating Ads: Strategy and Process

Creative Execution: Art and Copy

Print Advertising

Broadcast, Cable, and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct-Mail, and Promotional Products

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Producing ADS

Filters

Exam 4: Segmentation, Targeting, and the Marketing Mix

Which of the following is one of the bases for making purchase decisions in the business market and should be emphasized in promotional appeals?

Explain how the concept of shared characteristics relates to the marketing segmentation process.

The _____ refers to the bundle of values built into a product aimed at satisfying various functional, social, psychological, economic, and other consumer needs and wants.

Cell phone companies spend many advertising dollars appealing to people who are already heavy users of cell phones to encourage them to buy plans that offer them additional minutes. These cell phone companies are using:

The _____ for Huggies disposable washcloths is most likely first-time parents with a significant amount of discretionary income who value their time more highly than they value their environment.

Differences between products that are readily apparent are called position differences.

When pharmaceutical companies began advertising directly to consumers, it was an example of ____. The pharmaceutical companies realized that consumer demand influences which medications a physician will prescribe.

Seagram's of North America provides its resellers with elaborate point-of-purchase displays to encourage resellers to stock and promote the distillery's products. In this example, Seagram's is using a:

Advertising for a movie that describes the film as a "family-filled riot of fun" is relying on benefit segmentation.

When the manufacturer of Kikkoman brand soy sauce introduced Kikkoman brand low-sodium soy sauce, it used private labeling by emphasizing the Kikkoman tradition and quality.

The _____ stage of the product life cycle is characterized by rapid market expansion, more and more customers, a decrease in total advertising expenditures as a percentage of total sales.

What is the next step for a marketer once market segmentation has been done?

There are many different brands of candy on the shelves of most supermarkets. The manufacturer of Dale Jr.'s Big Mo candy bars, aimed at NASCAR fans, hopes to create _____ so that customers will perceive why it is a better brand of candy than all the rest in the market.

The basic goal of a positioning strategy is to:

Maidenform is a global intimate apparel company that designs, sources, and markets products such as bras, panties, and "shape wear" under the Maidenform, Flexees, Lilyette, and Control It brand names. Which branding strategy does Maidenform use?

Manufacturers' representatives, distributors, and retailers are considered resellers.

Discuss the push and the pull strategy with respect to the product life cycle.

The Evolution of Advertising

The Environment of Advertising

The Business of Advertising

Communication and Consumer Behavior

Account Planning and Research

Marketing, Advertising, and Imc Planning

Creating Ads: Strategy and Process

Creative Execution: Art and Copy

Print Advertising

Broadcast, Cable, and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct-Mail, and Promotional Products

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Producing ADS

Filters