MKT 327 Exam 3 – Questions – Flashcards
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Which of the following is not one of the basic product decisions?
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Brand Awarness
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Brand equity steps are: (1) __________ and an association with a product class or need in consumers; minds to create an identity; (2) establishing a brand's meaning in the minds of consumers; (3) eliciting the proper consumer responses to a brand's identity and meaning; and (4) creating an intense, active, and loyal consumer-brand connection.
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Developing positive brand awareness
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You are responsible for the product decision in your company. Your market analyst hae determined that the market will most respond to greater time and place utility (value). Which of the following product decisions would you focus on in order to impact these aspects of value?
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Customer Service
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Which of the following product decisions has product differentiation as its purpose in part or in whole?
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Branding
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Which of the following actions or objectives would be appropriate for your product in the maturity stage of the product life cycle?
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Consolidate value chain to maximize outlets
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A brand name refers to _________.
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Any word, device (design, sound, shape, or color) or combination of these used to distinguish a seller's products or services.
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The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) eliciting the proper consumer responses to a brand's identity and meaning; and (4) ________.
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Creating a consumer-brand connection
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A good brand name should: (1) __________; (2) be memorable, distinctive, and positive; (3) fit the company or product image; (4) have no legal or regulatory restrictions; (5) be simple and emotion; and (6) have favorable phonetic and semantic associations in other languages.
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Suggest the product benefits
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Black & Decker uses a __________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.
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Multibranding
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Four key challenges that package and label designers face include: (1) ________; (2) environmental concerns; (3) health, safety, and security issues; and (4) cost reduction.
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Connecting with customers
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The ________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.
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Promotion
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In a marketing context, the acronym IMC refers to _______.
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Integrated marketing communictations
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After watching a 30-second commerial from Jared for fine jewelry, Mariah was certain the necklace she saw would look spectacular with her new formal dress. In terms of the communication process, Mariah engaged in the task of ______>
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Decoding
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To communicate with consumers, a company can use one or more of five promotion alternatives. List all five promotion alternatives
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(1) Advertising; (2) Personal Selling; (3) Public Relations; (4) Sales Promotion; (5) Direct Marketing
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Advertising, sales promotion, and public relations are often said to use ______ because they are used with groups of prospective buyers
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mass selling
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A paid form of nonpersonal communication about an organization, product, service, or ideas by an identified sponsor is referred to as ________
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advertising
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A short-term inducement of value offered to arouse interest in buying a product or service is referred to as ______
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sales promotion
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The ________ includes advertising, personal selling, sales promotion, public relations, and direct marketing.
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promotional mix
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Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities - advertising, personal selling, sales promotion, public relations, and direct marketing - to provide _________
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a consistent message across all audiences
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Allegra is an antihistamine. To create brand awareness, the company is offering people who request information about the product a seat cushion to use at their favorite sporting event. Its television ad shows a woman half-heartedly watching a sporting event. The voiceover asks if she is bored or congested. In the next scene, the person is having a great time and is decongested after taking Allegra. This use of the same promotional theme throughout a company's marketing campaign is an example of how marketers use _______
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integrated marketing communications (IMC)
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To accomplish a successful repositioning of the brand, Taco Bell needed to inform its consumers that Taco Bell food should be thought of as an experience rather than as just fuel. in the communication process, Taco Bell would be the _______ and the consumer would be the _______.
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source; receiver
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During the creative process, Taco Bell considered a number of different slogans, finally setting on Live Mas! The Live Mas! campaign reinforces Taco Bell's position as a dynamic brand whose customers enjoy experiencing the world and trying things first. Live Mas! is Taco Bell's ______ in the communication process
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message
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When communicating with its target audience, Taco Bell considered each of its _______ including social media channels, packaging, point of purchase displays, and advertising. These places of contact between a firm and its customers are critical elements for building an integrated marketing communication plan.
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touch points
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As part of its integrated marketing communication strategy, Taco Bell utilized commercials aired during the Super Bowl. This form of _____ has an extremely large reach and hefty price tag.
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advertising
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To give consumers an incentive to try its new Doritos Locos Taco, Taco Bell gave out free samples of the new tacos to its customers. The free Doritos Locos tacos giveaway is an example of ______
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sales promotion
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Taco Bell allocates its promotional budget to 70% traditional media, which includes television advertising; 20% to digital media, which includes website development; and 10% to new media channels. The fact that the message consumers receive is the same regardless of which channel delivers it reflects Taco Bell's dedication to ________.
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integrated marketing communications
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Twitter, Facebook, Vine, Instagram, and Snapchat were all utilized to engage customers during the Doritos Locos Tacos introduction as part of the ______ element of the campaign.
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social media
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Advertising refers to
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any paid form of nonpersonal communication about an organizatoin, product, service, or ideas by an identified sponsor
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Product advertisements refer to advertisements that focus on
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selling a product or service
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The three primary types of product advertisements are ______
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pioneering, competitive, and reminder
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A pioneering (or informational) ad
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tells people what a product is, what it can do, and where it can be found
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Which of the following elements of the communication (or promotional mix) has as its purpose within the mix the creation of a sense of urgency?
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sales promotion
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The primary purpose of a competitive advertisement is to
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promote a specific brand's features and benefits
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The objective of a(n) ______ is to inform a newspaper, radio station, or other medium of an idea for a story.
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news release
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An advantage of online advertising such as offered through Google is that it is _______, which allows it to immediately assess its ________.
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measurable; effectiveness
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Which of the following is an advantage of advertising?
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cost per contact
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Advertisers want to have an understanding about the number of different people or households exposed to their advertisement. In other words, they want to know about the ad's ______
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reach
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The idea of getting the right ad, at the right time, for the right user, in the moment when he or she is most interested in that topic is the key to the success of
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search advertising
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As advertisers manage their interactive marketing communications (IMC) programs, they can compare the effectiveness of the various types of advertising available by calculating ______ which refers to the cost of reaching 1,000 individuals or households with the advertising message in a given medium.
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cost per thousand
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Google AdWords functions much like direct response marketing because AdWords asks that customers take action by clicking on an advertisement. This response is similar to that required with ________>
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infomercials
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Online advertising has the unique feature of being interactive; the use of drop-down menus, built in games, or search engines that engage viewers are excellent examples of _______
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rich media
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What are the advantages of using television for advertising?
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It can help advertisers target a specific audience, reaches extremely large audience, uses picture, print, sound, and motion for effect.
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What are the disadvantage of using newspapers as a medium for advertising?
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Short life span and poor color.
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What is a disadvantage of outdoor advertising?
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No opportunity exists for lengthy advertising copy.
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_______ are a sales promotion tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate.
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Loyalty programs
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______ are sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer.
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sweepstakes
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______ are best defined as advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.
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Cooperative advertising
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List the 8 reasons for the failure of a new product.
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(1) insignificant points of difference; (2) incomplete market and product protocol before product development starts; (3) a failure to satisfy customer needs on critical factors; (4) bad timing; (5) no economical access to buyers; (6) poor product quality; (7) poor execution of the marketing mix; (8) too little market attractiveness
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What are the two key organizational reasons for failure of a new product?
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(1) encountering groupthink in task and committee meetings; (2) avoiding the "NIH problem."
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Ideally, a new product or service needs a precise protocol that identifies:
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(1) a well-defined target market; (2) specific customers' needs, wants, and preferences; (3) what the product will be and do to satisfy consumers
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The ______ measure ties to the number of times an ad loads and a user might see it, but now whether the user has actually reacted to it.
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Cost-per-thousand
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What does the cost-per-action measure tie loosely and most closely?
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Loosely: to actual sales Most Closely: the cost of a social media ad to the sales revenues the ad generates.
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When traditional media are used in advertising communications,
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communications generally end with the receiver
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What is the goal of social media?
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To reach active receivers, those who will become evangelists, who will send messages to their online friends and then back to the advertiser about the joys of using the brand.
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In the context of social media, evangelists are those who
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send messages to friends and advertisers about the joys of using a brand
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In classifying social media, the degree to which a person's thoughts, feelings, likes, and dislikes are made public is referred to as
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self-disclosure
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What is an accurate statement of traditional and social media?
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It is hard to discern the expertise and credibility of many creators of social media sites (Social media sites are created by both novices and experts whereas traditional media are created by established experts.
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Social networks are
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specific social media like Facebook, Twitter, LinkedIn, and YouTube
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In classifying social media, the degree of acoustic visual, and personal contact between two communication partners is referred to as ______ whereas the degree to which a person's thoughts, feelings, likes, and dislikes are made public is referred to as __________.
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media richness; self-disclosure
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The three guidelines of marketing and promoting a brand using YouTube include: (1) exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story; (2) create a branded channel rich in key words to improve the odds of the video showing up in user searches; and (3) ________
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target viewers by using YouTube's insights and analytics research to reveal the number of views, where they originate within YouTube, and what key words are driving user visits.
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Where is UGC published?
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UGC is published on a publicly accessible website or a social networking site; it is not simply email.
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Whereas traditional media build credibility through experts being influencers in a particular field, with social media a sender often simply beings to participate in the _______, hoping that the quality of the message will establish credibility with the receivers.
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Conversation
