Question 1

brand

Accepted Answer

A name, term, design, symbol, or other feature that identifies one seller\'s product as distinct from those of other sellers

Question 2

brand extension

Accepted Answer

An organization uses one of its existing brands to brand a new product in a different product category

Question 3

brand equity

Accepted Answer

The marketing and financial value associated with a brand\'s strength in a market

Question 4

co branding

Accepted Answer

Using two or more brands on one product

Question 5

component parts

Accepted Answer

Items that become part of the physical product and are either finished items ready for assembly or items that need little processing before assembly

Question 6

Depth of product mix

Accepted Answer

The average number of different products offered in each product line

Question 7

Brand insistence

Accepted Answer

The degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute

Question 8

late majority

Accepted Answer

Skeptics who adopt new products when they feel it is necessary

Question 9

introduction

Accepted Answer

The initial stage of a product\'s life cycle; its first appearance in the marketplace, when sales start at zero and profits are negative

Question 10

laggards

Accepted Answer

The last adopters, who distrust new products

Question 11

growth

Accepted Answer

The product life-cycle stage when sales rise rapidly, profits reach a peak, and then they start to decline

Question 12

MRO

Accepted Answer

Maintenance, repair, and operating items that facilitate production and operations but do not become part of the finished product

Question 13

process materials

Accepted Answer

Materials that are used directly in the production of other products but are not readily identifiable

Question 14

product life cycle

Accepted Answer

The progression of a product through four stages: introduction, growth, maturity, and decline

Question 15

product line

Accepted Answer

A group of closely related product items viewed as a unit because of marketing, technical, or end-use considerations

Question 16

unsought

Accepted Answer

Products purchased to solve a sudden problem, products of which customers are unaware, and products that people do not necessarily think of buying

Question 17

Aesthetic modification

Accepted Answer

Changes relating to the sensory appeal of a product

Question 18

differentiation

Accepted Answer

Creating and designing products so that customers perceive them as different from competing products

Question 19

Credence qualities

Accepted Answer

Attributes that customers may be unable to evaluate even after purchasing and consuming a service

Question 20

Experience

Accepted Answer

Attributes that can be assessed only during purchase and consumption of a service

Question 21

inseparateability

Accepted Answer

The quality of being produced and consumed at the same time

Question 22

Intangibility

Accepted Answer

The characteristic that a service is not physical and cannot be perceived by the senses

Question 23

Opportunity cost

Accepted Answer

The value of the benefit given up by choosing one alternative over another

Question 24

Channel captain

Accepted Answer

The dominant leader of a marketing channel or a supply channel

Question 25

Horizontal channel integration

Accepted Answer

Combining organizations at the same level of operation under one management

Question 26

Dual distribution

Accepted Answer

The use of two or more marketing channels to distribute the same products to the same target market

Question 27

Exclusive dealing

Accepted Answer

A situation in which a manufacturer forbids an intermediary from carrying products of competing manufacturers

Question 28

Marketing channel

Accepted Answer

A group of individuals and organizations that direct the flow of products from producers to customers within the supply chain

Question 29

Vertical channel integration

Accepted Answer

Combining two or more stages of the marketing channel under one management

Question 30

Paper towels and trash-can bags are most likely to be distributed through ____ and ____.

Accepted Answer

intensive; dual distribution

Question 31

innovators

Accepted Answer

First adopters of new products

Question 32

Maturity

Accepted Answer

The stage of a product\'s life cycle when the sales curve peaks and starts to decline, and profits continue to fall

Question 33

heterogenity

Accepted Answer

Variation in quality is also called

Question 34

The \"Got milk?\" print campaign is advertising that stimulates demand for a ____, known as ____ advertising.

Accepted Answer

product category ;  Institutional advertising

Question 35

The target audience for an advertising campaign is the

Accepted Answer

people toward whom the advertisements are directed.

Question 36

If an advertising campaign is aimed at increasing brand awareness and consumers\' knowledge of a product\'s features, the advertising objective should be stated in terms of

Accepted Answer

Communication

Question 37

Consumers receive the benefits of place utility when

Accepted Answer

products are available in locations where consumers want to buy them.

Question 38

Product line

Accepted Answer

A group of closely related product items viewed as a unit because of marketing, technical, or end-use considerations

Question 39

Steelcase, Inc. markets furniture directly to businesses. This is an example of a(n) ____ channel.

Accepted Answer

producer-to-business buyer

Question 40

Organizational buyers are especially partial to direct marketing channels when

Accepted Answer

expensive and/or complex equipment is involved.

Question 41

perishability

Accepted Answer

The inability of unused service capacity to be stored for future use

Question 42

Channel power

Accepted Answer

The ability of one channel member to influence another member\'s goal achievement

Question 43

pioneer

Accepted Answer

Promotion that informs consumers about a new product

Question 44

Pull

Accepted Answer

Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel

Question 45

Objective and task

Accepted Answer

Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them

Question 46

When three buyers purchase the products of three producers, nine transactions are required. If one intermediary serves both producers and buyers, the number of possible transactions is

Accepted Answer

6

Question 47

Effective management of integrated marketing communications is based upon

Accepted Answer

information about customers

Question 48

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

Accepted Answer

communication channels

Question 49

Often when a company introduces a new product or line extension, its promotion will focus on ____ in order to initiate the product-adoption process.

Accepted Answer

creating awareness

Question 50

Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

Accepted Answer

retaining existing customers

Question 51

Communication through the use of brochures, annual reports, event sponsorships, and news stores is referred to as

Accepted Answer

public relations

Question 52

All of the following are examples of publicity-based public relations tools except

Accepted Answer

a. press conferences.  b. feature articles.  c. news releases.  d. annual reports.  e. news stories.  d. annual reports.

Question 53

Pretest

Accepted Answer

Evaluation of advertisements performed before a campaign begins

Question 54

Unaided recall test

Accepted Answer

A posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues

Question 55

Relationship selling

Accepted Answer

The building of mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time

Question 56

What video shown in class provided an example of advertising designed to stimulate Primary Demand?

Accepted Answer

Alec Baldwin amazon echo

Question 57

The commercial shown in class that demonstrates a classic example of Comparative advertising is:

Accepted Answer

Coke Vs. Pepsi

Question 58

What reasons were discussed in class as to the reason for the increase in the popularity of sales promotion?

Accepted Answer

Economic downturn, consumer concerns over value, less brand loyalty, changes in power within the supply chain,

Question 59

Objective and task

Accepted Answer

Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them

Question 60

Organizational buyers are especially partial to direct marketing channels when

Accepted Answer

expensive and/or complex equipment is involved

Question 61

Consumers receive the benefits of place utility when

Accepted Answer

products are available in locations where consumers want to buy them.

Question 62

Paper towels and trash-can bags are most likely to be distributed through ____ and ____.

Accepted Answer

intensive; dual distribution

Question 63

Depth of product mix

Accepted Answer

The average number of different products offered in each product line

BCOR 350 Exam 2 – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards