Question 1

According to the research of Stephan and Tannenholz,_____ are the most brand loyal group and require the least amount of promotion.

Accepted Answer

A)  early adopters 
B)  innovators 
C)  sole users 
D)  early majority 
E)  laggards 
A)  early adopters 
B)  innovators 
C)  sole users 
D)  early majority 
E)  laggards

Question 2

In a(n)_____,promotional efforts are aimed at retailers and other distributors in order to encourage them to stock,display,and advertise the product.

Accepted Answer

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

Question 3

Primary demand refers to consumer demand for a specific brand within a product category.

Accepted Answer

A) True 
 B)False

Question 4

Demographic segmentation would most likely be used to sell Fulla,a doll designed to embody the image of a proper Muslim woman.

Accepted Answer

A) True 
 B)False

Question 5

Another name for manufacturer's brands is

Accepted Answer

A)  private brands. 
B)  umbrella brands. 
C)  national brands. 
D)  family brands. 
E)  individual brands. 
A)  private brands. 
B)  umbrella brands. 
C)  national brands. 
D)  family brands. 
E)  individual brands.

Question 6

If you look at an organically grown tomato and one that has been chemically enhanced,you can easily see the difference-the latter is perfectly formed and uniformly red while the organic tomato is not.In terms of product differentiation,this is an example of a

Accepted Answer

A)  hidden difference. 
B)  differentiation cue. 
C)  perceptible difference. 
D)  sensory cue. 
E)  perceptual filter. 
A)  hidden difference. 
B)  differentiation cue. 
C)  perceptible difference. 
D)  sensory cue. 
E)  perceptual filter.

Question 7

Network marketing is also called pyramid marketing.

Accepted Answer

A) True 
 B)False

Question 8

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

Question 9

Bose manufactures and markets home theater systems,surround sound stereos,and audio accessories.The company prices its products higher than most other brands on the market to make its products seem more valuable and of a higher quality.In other words,Bose uses

Accepted Answer

A)  exclusive distribution. 
B)  psychographic pricing. 
C)  psychological pricing. 
D)  intensive distribution. 
E)  price branding. 
A)  exclusive distribution. 
B)  psychographic pricing. 
C)  psychological pricing. 
D)  intensive distribution. 
E)  price branding.

Question 10

When compared to consumer markets,business markets

Accepted Answer

A)  contain many more buyers. 
B)  have more systematic purchasing procedures. 
C)  can be segmented using psychological variables. 
D)  have more dispersed markets. 
E)  cannot be segmented by end users. 
A)  contain many more buyers. 
B)  have more systematic purchasing procedures. 
C)  can be segmented using psychological variables. 
D)  have more dispersed markets. 
E)  cannot be segmented by end users.

Question 11

A promotion was launched to position French's mustard as a fun line of condiments for a variety of everyday occasions.Its promotions showed vignettes of families,children,and older Americans enjoying foods flavored with French's Deli Style,Dijon Style,and Honey Mustard flavors as well as its Classic Yellow mustard.The fact that all of these mustards have the French's brand is an example of

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 12

An example of a private label brand is Costco's Kirkland brand.

Accepted Answer

A) True 
 B)False

Question 13

The Values and Lifestyles (VALS)typology uses a two-dimensional structure based on

Accepted Answer

A)  geographic variables and consumer perceptions. 
B)  consumer behavior and product characteristics. 
C)  primary motivation and resources. 
D)  self-orientation and product differentiation. 
E)  target marketing strategy and product positioning strategy. 
A)  geographic variables and consumer perceptions. 
B)  consumer behavior and product characteristics. 
C)  primary motivation and resources. 
D)  self-orientation and product differentiation. 
E)  target marketing strategy and product positioning strategy.

Question 14

Advertisers use NAICS codes to obtain lists of companies for direct mailings.

Accepted Answer

A) True 
 B)False

Question 15

Exclusive distribution is a strategy commonly used in the high fashion apparel industry.

Accepted Answer

A) True 
 B)False

Question 16

With an administered vertical marketing system,one company owns multiple levels of the distribution or production channel.

Accepted Answer

A) True 
 B)False

Question 17

The process of market segmentation is a three-step process that begins with planning,defining the product,and identifying the market.

Accepted Answer

A) True 
 B)False

Question 18

A pizza restaurant buys fountain Coca-Cola,which it sells to its customers.The pizza restaurant is an example of a(n)

Accepted Answer

A)  consumer market. 
B)  VALS market. 
C)  reseller. 
D)  wholesaler. 
E)  business-to-business market. 
A)  consumer market. 
B)  VALS market. 
C)  reseller. 
D)  wholesaler. 
E)  business-to-business market.

Question 19

What is marketing communications? What are the tools used in marketing communications?

Accepted Answer

Marketing communications (often called m

Question 20

A challenge of market segmentation is estimating a firm's potential profits if it focuses on the whole market or only on specific segments.

Accepted Answer

A) True 
 B)False

According to the research of Stephan and Tannenholz,_____ are the most brand loyal group and require the least amount of promotion.

In a(n)_____,promotional efforts are aimed at retailers and other distributors in order to encourage them to stock,display,and advertise the product.

Primary demand refers to consumer demand for a specific brand within a product category.

Demographic segmentation would most likely be used to sell Fulla,a doll designed to embody the image of a proper Muslim woman.

Another name for manufacturer's brands is

If you look at an organically grown tomato and one that has been chemically enhanced,you can easily see the difference-the latter is perfectly formed and uniformly red while the organic tomato is not.In terms of product differentiation,this is an example of a

Network marketing is also called pyramid marketing.

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.

Bose manufactures and markets home theater systems,surround sound stereos,and audio accessories.The company prices its products higher than most other brands on the market to make its products seem more valuable and of a higher quality.In other words,Bose uses

When compared to consumer markets,business markets

An example of a private label brand is Costco's Kirkland brand.

The Values and Lifestyles (VALS)typology uses a two-dimensional structure based on

Advertisers use NAICS codes to obtain lists of companies for direct mailings.

Exclusive distribution is a strategy commonly used in the high fashion apparel industry.

With an administered vertical marketing system,one company owns multiple levels of the distribution or production channel.

The process of market segmentation is a three-step process that begins with planning,defining the product,and identifying the market.

A pizza restaurant buys fountain Coca-Cola,which it sells to its customers.The pizza restaurant is an example of a(n)

What is marketing communications? What are the tools used in marketing communications?

A challenge of market segmentation is estimating a firm's potential profits if it focuses on the whole market or only on specific segments.

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

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,Digital,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

Filters

Exam 4: Targeting and the Marketing Mix

According to the research of Stephan and Tannenholz,_____ are the most brand loyal group and require the least amount of promotion.

In a(n)_____,promotional efforts are aimed at retailers and other distributors in order to encourage them to stock,display,and advertise the product.

Primary demand refers to consumer demand for a specific brand within a product category.

Demographic segmentation would most likely be used to sell Fulla,a doll designed to embody the image of a proper Muslim woman.

Another name for manufacturer's brands is

If you look at an organically grown tomato and one that has been chemically enhanced,you can easily see the difference-the latter is perfectly formed and uniformly red while the organic tomato is not.In terms of product differentiation,this is an example of a

Network marketing is also called pyramid marketing.

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.

Bose manufactures and markets home theater systems,surround sound stereos,and audio accessories.The company prices its products higher than most other brands on the market to make its products seem more valuable and of a higher quality.In other words,Bose uses

When compared to consumer markets,business markets

An example of a private label brand is Costco's Kirkland brand.

The Values and Lifestyles (VALS)typology uses a two-dimensional structure based on

Advertisers use NAICS codes to obtain lists of companies for direct mailings.

Exclusive distribution is a strategy commonly used in the high fashion apparel industry.

With an administered vertical marketing system,one company owns multiple levels of the distribution or production channel.

The process of market segmentation is a three-step process that begins with planning,defining the product,and identifying the market.

A pizza restaurant buys fountain Coca-Cola,which it sells to its customers.The pizza restaurant is an example of a(n)

What is marketing communications? What are the tools used in marketing communications?

A challenge of market segmentation is estimating a firm's potential profits if it focuses on the whole market or only on specific segments.

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

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,Digital,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

Filters