question

There are many different types of medicines for relieving allergy symptoms, and there are several that offer 24-hour relief, but only Alavert comes in a quick-dissolving form that can be easily swallowed without water. The maker of Alavert hopes the fact that it dissolves and enters the system more quickly than other brands will create a: A. Market aggregation B. Market segment C. Competitive advantage D. Market strength E. Market threat

answer

C

question

Offering quality products that command a premium price, providing superior customer service, having the lowest production costs and lower prices, etc. are ways of: A. Achieving competitive advantage B. Market segmentation C. Mass Marketing D. Exploiting market opportunity E. Undifferentiated marketing

answer

A

question

The market segmentation process: A. Divides a market into distinct groups that have heterogeneous needs B. Divides a market into distinct groups that will respond similarly to marketing C. Offers one version of the product to all marketers D. Identifies markets with unfulfilled needs E. Positions products in the minds of prospects and customers

answer

B

question

Directing a company's efforts towards one or more groups of customers who share common needs is known as: A. Target marketing B. Competitive advantage C. Positioning D. Market segmentation E. Branding

answer

A

question

Which of the following is a geographic variable for segmentation of the market? A. Family size B. Occasions C. Cities D. Age E. Gender

answer

C

question

Crossings is the name of a book club designed to appeal to conservative Christians. It sells inspirational fiction and nonfiction books that express moral values consistent with the views of these Christians. Crossings uses _____ Segmentation. A.Psychographic B. Demographic C. Behavioristic D. Usage E. Geographic

answer

A

question

The ad for the Disney Institute at Walt Disney World describes vacations during which an individual can immerse him or himself in the joys of gardening for a week and take classes with horticulturalists. This is an example of _____ segmentation. A. Psychographic B. Demographic C. Behavioristic D. Usage E. Geographic

answer

A

question

_____ segmentation divides consumers into groups according to their usage, loyalties, or buying responses to a product. A. Benefit B. Geographic C. Demographic D. Behavioristic E. Psychographic

answer

D

question

_____ segmentation is the grouping of customers on the basis of attributes sought in a product. A. Benefit B. Geographic C. VALS D. Demographic E. Lifestyle

answer

A

question

An advertising campaign stating that BMW "outperforms most cars on the road even before you step on the accelerator" is an example of _____ segmentation. A. Benefit B. Demographic C. Geographic D. VALS E. SRI

answer

A

question

The brand identity for Quaker Oats would include: A. Consumer perception that the cereal is nutritious B. The Quaker gentleman who appears on the box and in the Quaker ads C. The round shape of the oatmeal package D. The taste of the cooked oatmeal E. All of the above

answer

E

question

_____ is defined as any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media communication. A. Advertising B. Personal selling C. The promotional mix D. Publicity E. Sales promotion

answer

A

question

Which of the following is NOT a characteristic of advertising as a paid form of promotion? A. Low cost per contact B. The ability to create images for brands C. The ability to reach audiences with the advertising message D. Immediate feedback and capability to close sales E. The use of mass media

answer

D

question

_____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction. A. Advertising B. Sales promotion C. Direct Marketing D. Publicity E. Public Relations

answer

C

question

Which of the following statements about direct marketing is true? A. Direct marketing has not traditionally been considered an element of the promotional mix B. Direct marketing and direct mail are synonymous C. One of the major tools of direct marketing is indirect-response advertising D. Direct marketing is seldom, if ever, used by companies that have an external sales force E. Direct marketing does not exist beyond direct mail and mail-order catalogs

answer

A

question

Coldwater Creek is a retailer that uses its Web site to promote and sell new merchandise. Coldwater Creek views the internet as a(n) _____ medium. A. Interactive B. Broadcast C. Selective-demand D. Print E. One-way

answer

A

question

_____ includes those marketing activities that provide extra value or incentives for purchasing a product such as coupons and premiums. A. Direct marketing B. Advertising C. Public relations D. Sales promotion E. Brand equity

answer

D

question

Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as: A. Consumer-oriented sales promotion B. Trade-oriented sales promotion C. Direct marketing incentives D. Public relations E. Strategic promotions

answer

A

question

_____ is non-personal communication neither directly paid for nor run under identified sponsorship. A. Advertising B. Sales promotion C. Publicity D. Company website E. Personal selling

answer

C

question

How does advertising differ from publicity? A. Advertising is done by manufacturers, and publicity is done by retailers B. Advertising is personal, and publicity is non-personal in nature C. Advertising is paid for by the sponsoring organization, and publicity is not D. Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character E. Advertising typically utilizes mass media, and publicity does not

answer

C

question

_____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer. A. Advertising B. Direct mail C. Public relations D. Sales promotion E. Personal Selling

answer

E

question

Ramen has recently come up with instant soup packets, which it advertises in the colder regions of Asia and Europe. This is an example of: A. Demographic segmentation B. Psychographic segmentation C. Sociocultural segmentation D. Geographic segmentation E. Undifferentiated selling

answer

D

question

Bubba's Frozen Barbecue Sandwiches contain pulled pork drenched with a vinegar-based barbecue sauce. It would not be popular in Texas where barbecue lovers want goat meat, or in the Carolinas where mustard-based sauce is preferred. Given this information, Bubba's should use _____ segmentation. A. Demographic B. Buying condition C. Personality D. Geographic E. Behavioristic

answer

D

question

General Foods' determination that Southerners preferred milder mustard than those in the Northeast led the company to develop a new "Southern Style Mustard." This strategy best exemplifies: A. Geographic segmentation B. Lifestyle segmentation C. Concentrated marketing D. Usage segmentation E. Undifferentiated marketing

answer

A

question

When retail buyers told the people who sold Duck Tape brand duct tape that tweens and teens were significant purchasers of the tape and used it to repair skateboards and other extreme sports equipment, the makers of Duck Tape introduced duct tape in wild neon colors specifically for this market. By targeting tweens and teens that skateboard and engage in other extreme sports, the maker of Duck Tape used _____ segmentation. A. Geographic B. Sociocultural C. Behavioristic D. Psychographic E. Demographic

answer

D

question

Division of the market based on age, sex, family size, income, and other measurable characteristics is known as: A. Demographic segmentation B. Psychographic segmentation C. Quantified aggregation D. Lifestyle aggregation E. Undifferentiated marketing

answer

A

question

An ad for Shangri-La Travel Agency offers trips especially designed for grandparents and their grandchildren to enjoy together. This example illustrates the use of _____ segmentation. A. Geographic B. Demographic C. Lifestyle D. Behavioristic E. Personality

answer

B

question

Ads for consumer finance companies are often aimed at people making annual salaries of $25,000 or less. Consumer finance companies are using _____ segmentation. A. Geographic B. Demographic C. Lifestyle D. Behavioristic E. Personality

answer

B

question

Kyle wrote a book for new dads to help them take care of the babies when the wives are away. It is highly recommended that Kyle employ _____ to divide the market. A. Geographic segmentation B. Demographic segmentation C. Psychographic segmentation D. Socio economic segmentation E. Cultural segmentation

answer

B

question

Dividing the market on the basis of personality and/or lifestyles is referred to as _____. A. Geographic segmentation B. Demographic segmentation C. Psychographic segmentation D. Socio economic segmentation E. Behavioral segmentation

answer

C

question

A spokesperson who delivers an advertising message and/or demonstrates a product or service is known as a(n): A. Direct source B. Indirect source C. Message shaper D. Source mirage E. Source echo

answer

A

question

Marketers try to select spokespeople whose traits will maximize their message influence. The three categories of source attributes that should be considered during the selection process are: A. Power, image, and knowledge B. Credibility, attractiveness, and power C. Knowledge, fee, and recognizability D. Consistency, credibility, and continuity E. Credibility, recognizability, and individuality

answer

B

question

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility. The two important dimensions associated with credibility are: A. Consistency and image B. Image and trustworthiness C. Recognizability and expertise D. Expertise and trustworthiness E. Image and expertise

answer

D

question

Information from a credible source influences beliefs, opinions, attitudes, and/or behaviors through a process known as: A. Identification B. Compliance C. Internalization D. Conformity E. Yielding

answer

C

question

Expertise and trustworthiness are very important when focusing on source _____, one of the categories of source attributes. A. Power B. Attractiveness C. Credibility D. Identification E. Image

answer

C

question

A pharmaceutical company wants to promote a new over-the-counter allergy inhaler. The company has hired as its spokesperson an actor who has played a physician for several years on a popular soap opera. The first line of the commercial is, "Hi. I play a doctor on television." For people who are unfamiliar with this actor, the message source lacks _____, one of the source attribute categories. A. Ethical standards B. Power C. Positive image D. Attractiveness E. Charisma

answer

D

question

The source characteristic of attractiveness encompasses: A. Power, expertise, and recognizability B. Similarity, likeability, and familiarity C. Comfort, recognizability, and beauty D. Beauty, familiarity, and recognizability E. Expertise, familiarity, and comfort

answer

B

question

_____ is defined as an attraction for a source based on a resemblance between the source and receiver. A. Likeability B. Familiarity C. Similarity D. Expertise E. Power

answer

C

question

_____ is defined as affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics. A. Expertise B. Power C. Compliance D. Familiarity E. Likeability

answer

E

question

Source attractiveness leads to persuasion through a process of: A. Internalization B. Identification C. Compliance D. Repositioning E. Comprehension

answer

B

question

What was the name of the fictitious character in the Punch Dub campaign? A. Punchy B. Dubby C. Sluggy Patterson D. Sluggy Hendrix E. None of the above

answer

C

question

A marketer of supercomputers would recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of: A. Expertise B. Trustworthiness C. Attractiveness D. Power E. Yielding

answer

A

question

Which of the following is the most important endorser trait to older and younger adults? A. Plays a sport I follow B. Doesn't do drugs C. Is religious D. Has been playing the sport for a long time E. None of the above is important as an endorser trait

answer

B

question

Because of the _____ model, marketers may experience negative publicity if their product endorser is accused of immoral behavior. A. Celebrity expertise B. Meaning movement/meaning transfer C. Celebrity popularity D. Endorsement shift E. Consumer-celebrity merging

answer

B

question

Using the meaning movement/transfer model of the celebrity endorsement process, celebrities draw their meanings from: A. The products they endorse B. Their popularity among consumers C. Their physical appearance D. The roles they assume in their careers and the objects, persons, and contexts these roles bring them into contact with E. The commercial development process and media selection

answer

D

question

What was the main objective of the PunchDub campaign from the video? A. To get people to buy a Honda Civic B. To increase awareness of the Kia Soul C. To expand the target market for the Volkswagen Beetle D. To encourage people to notice how many different kinds of Volkswagens they saw E. None of the above

answer

D

question

Message sidedness, order of presentation, and refutation are all related to which communication variable? A. Channel B. Source C. Message structure D. Receiver E. Emotional appeals

answer

C

question

Presenting the strongest arguments at the beginning of the commercial message assumes a _____ is operating. A. Primacy effect B. Recency effect C. Sleeper effect D. Credibility effect E. Compliance hierarchy

answer

A

question

_____ are commercials that mention only positive product attributes or benefits. A. One-sided messages B. Two-sided messages C. Refutational appeals D. Conclusive messages E. Slice-of-life commercials

answer

A

question

A radio commercial begins with the following line: "Our competitors think that we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal. A. One-sided B. Functional C. Emotional D. Refutational E. Slice-of-life

answer

D

question

The value of a brand that is mostly based on image and reputation is: A. Customer equity B. An advertising campaign C. Brand equity D. Brand attributes and features E. None of the above

answer

C

question

Which of the following brands was a "Brand with Soul"? A. IBM B. Apple computer C. Microsoft D. Dell E. None of the above

answer

B

question

Which of the following was NOT a "Brand with Soul"? A. Google B. Harley-Davidson C. Wal-Mart D. Ben and Jerry's Ice Cream E. Starbucks

answer

C

question

What is a "Brand with Soul"? A. Related to music B. Owned by African Americans C. Shoe business D. Brands with strong values E. None of the above

answer

D

question

Which of the following is included in Harley-Davidson's mission statement? A. We ride with our customers B. We make motorcycles C. We believe in rebellion D. We believe in outlaws E. None of the above

answer

A

question

The perpetual debate over the most effective role for advertising is between: A. Rationalists and Poets B. Environmentalists and pragmatics C. Liberals and conservatives D. Functionalists and Operationalists E. Supporters of centralization and supporters of decentralization

answer

A

question

According to James Webb Young, a former creative director at the J. Walter Thompson agency, the production of creative advertising ideas: A. Is a random process that cannot be taught B. Does not follow a definitive plan C. Cannot be learned and controlled D. Is a definitive process that can be learned and controlled E. Has as many different routes as there are different forms of creativity

answer

D

question

There are five steps in the creative process as designed by James Webb Young, a former creative director at the J. Walter Thompson agency. They are: A. Preparation, brainstorming, growth, reality check, and verification B. Immersion, testing, illumination, creation, and verification C. Immersion, digestion, incubation, illumination, verification D. Preparation, incubation, immersion, illumination, and reality check

answer

C

question

According to the work of sociologist Graham Wallace, In order, the four-step approach to the creative process includes: A. Preparation, incubation, illumination, and verification B. Immersion, brainstorming, creation, and reality check C. Preparation, illumination, creation and verification D. Preparation, immersion, creation and verification E. Immersion, incubation, illumination, and creation

answer

A

question

Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs. Before starting to develop creative ideas, Leon reads some golfing magazines and spends time talking to some friends and co-workers who play golf. These activities are part of which stage of the creative process. A. Preparation B. Incubation C. Illumination D. Verification E. Revision

answer

A

question

Inna has been hired to promote a membership-only genealogical website, which provides demographic information on over one billion people. She has gathered together all the relevant environmental information and has studied the product as closely as possible. Now it is time for the _____ stage of the creative process. She needs to work on another project and put the genealogical project completely out of her conscious mind. Her subconscious needs time to work on a solution. A. Preparation B. Digestion C. Incubation D. Illumination E. Verification

answer

C

question

For weeks, Bridgette had been trying to come up with a creative approach to advertise light bulbs. She had decided to try not to think about it for a while to see if her subconscious could figure something out. As she was relaxing in her bath one night, a great idea for a creative light bulb advertising campaign just seemed to pop into her head. She leapt out of the tub and began to write it all down before she forgot it. In terms of the creative process, Bridgette just experienced the _____ stage. A. Immersion B. Verification C. Revision D. Illumination E. Reality check

answer

D

question

No matter which model of the creative processes you use, the last step in the creative process is: A. Resolution B. Illumination C. Verification D. Market evaluation E. Confirmation

answer

C

question

Which of the following was an important ideal for Ben and Jerry's? A. Concern for the environment B. Support for farmers C. Money for schools D. Special Olympics E. None of the above

answer

A

question

How might an advertising creative specialist acquire general preplanning input about a market that can be used as to develop the creative strategy for a calcium-enhanced sports drink? A. Talk to coaches and trainers to get their reactions to the new product B. Talk to nutritionists about the actual nutritional value of the added calcium C. Get a group of athletes to sample the drink and give their opinions about its taste and consistency D. Read reports on consumers' feelings about the addition of vitamins and minerals to their food E. Do all of the above

answer

E

question

When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol, what type of advertising approach is being used? A. Unique selling proposition B. Image advertising C. Inherent drama D. Attribute-based positioning E. Refutational appeal

answer

B

question

An approach to finding a major selling idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way is the _____ approach. A. Unique selling proposition B. Positioning C. Inherent drama D. Brand image E. Benefit

answer

C

question

The proponents of creative advertising argue that: A. The more information in the ad the more effective the ad B. The only purpose of advertising is to sell the product C. Advertising should be designed to make consumers buy products that they do not want or need D. Advertising should be designed to create an emotional bond between consumers and the brand or company E. Advertising should break through the clutter by focusing on logos and products

answer

D

question

Advertising creative personnel tend to: A. Rely on intuition rather than logic when solving a problem B. Have educational backgrounds in non-business areas C. Be more abstract and less conventional in their approach and solution to a problem D. Be more intuitive and perceptual than people with a business background E. Be all of the above

answer

E

question

Who started the Harley-Davidson Company? A. Harley only B. Davidson only C. Harley and Davidson D. A guy named Jones E. None of the above

answer

C

question

Which of the following was NOT a negative stereotype about Americans traveling abroad? A. Noisy B. Brag about America C. Drink too much at parties D. Are hard working E. Dress sloppy

answer

D

question

Which is NOT a part of culture? A. Intelligence B. Language C. Religion D. Rituals E. Holiday festivals

answer

A

question

Which is NOT a part of culture? A. Foods B. Happiness C. Style and modesty of dress D. Group vs. individual values E. Myths

answer

B

question

When advertisers show ads in a different country, what is the most common factor changed? A. Message B. Emotional appeal C. Rational appeal D. Language E. Objectives

answer

D

question

Which of the following was an example of a ritual shown in class? A. Eating dinner B. Cooking breakfast C. Getting dressed for a date D. Groups watching TV together E. Shaving

answer

D

question

Which of the following is NOT an important cultural value? A. Respect for elders B. Importance of family C. Tolerance for differences D. Individual vs. group achievements E. Safety

answer

E

question

Which of the following is a popular international myth? A. Cinderella B. Snow White C. Ghosts D. Christianity E. Islam

answer

A

question

Which of the following movie trailers was shown to illustrate culture, rituals, and myths? A. Snow White B. Shrek C. Slumdog Millionaire D. The Hangover E. The King's Speech

answer

C

question

Which of the following is a type of culture ritual? A. Walking B. Driving C. Studying D. Reading E. Wedding

answer

E

question

According to Dr. Blair, which myth has a variation in almost every country in the world? A. Santa Claus B. Easter Bunny C. Cinderella D. The Wild West E. Pinocchio

answer

C

question

The Movie Slum Dog Millionaire takes place in what country? A. Pakistan B. India C. Saudi Arabia D. Afghanistan E. None of the above

answer

B

question

The American Idol style talent shows from the video portrayed what part of the world? A. Asia B. Scandinavia C. South America D. Europe E. Middle East

answer

E

question

What type of competition was "Afghan Star" from the video? A. Signing B. Poetry C. Rapping D. Dancing E. None of the above

answer

A

question

_____ is the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires: A. Marketing B. Exchange C. Consumer behavior D. Conspicuous consumption E. Learning

answer

C

question

_____ generally occurs during the first stage in the consumer decision making process: A. Internal search B. External search C. Problem recognition D. Alternative evaluation E. Post-purchase evaluation

answer

C

question

Ilon loves his car and does everything necessary to keep the vehicle in top running condition. When he heard a strange popping noise under the hood, he knew the car needed the services of a mechanic. The noise triggered the _____ stage of the consumer decision-making process. A. Internal search B. External search C. Problem recognition D. Alternative evaluation E. Post-purchase evaluation

answer

C

question

Energizer batteries come with a tester on each battery that lets the user see if the battery needs to be replaced. This strategy is focused on reaching the consumers at the _____ stage of the consumer decision-making process: A. Problem recognition B. Internal search C. External search D. Alternative evaluation E. Purchase

answer

A

question

The Hierarchy of needs theory was popularized by: A Sigmund Freud B. Sigmund Maslow C. Consumer Healthcare Products Association D. Abraham Maslow E. James Vicary

answer

D

question

According to Abraham Maslow's hierarchy of needs, the basic level of needs is: A. Physiological needs B. Social needs C. Self-actualization needs D. Esteem needs E. Safety needs

answer

A

question

According to Abraham Maslow's hierarchy of needs theory, the highest level of needs is _____ needs: A. Physiological B. Social C. Self-actualization D. Esteem E. Safety

answer

C

question

Lower level needs such as hunger and thirst are important to marketers because these needs: A. Are the hardest to satisfy B. Are an ongoing source of motivation for most consumer purchase behavior C. Provide marketing opportunities for international marketers who do not want to make major financial investments in product adaptation D. Offer marketers a basis for differentiating their products E. Are the source for most market development strategies

answer

B

question

_____ is an approach to the structure and development of personality that focuses on the underlying motivations for human behavior: A. Maslow's hierarchy of needs B. Psychoanalytic theory C. Integration heuristics D. Multi-attribute attitude theory E. Operant conditioning

answer

B

question

If one subscribes to the theory that "sex sells," which of the following theories would best support this position? A. Cognitive theory B. Operant conditioning C. Classical conditioning D. Psychoanalytical theory E. Postmodernist theory of consumer behavior

answer

D

question

In-depth interviews projective techniques and association tests in which consumers are encouraged to bring out associations related to products and brands are methodologies used primarily by: A. Motivation researchers B. Attitude researchers C. Learning theorists D. Demographic researchers E. Social influence researchers

answer

A

question

_____ is the stage of the consumer decision making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives. A. Problem recognition B. Internal information search C. External information search D. Alternative evaluation E. Post-purchase evaluation

answer

B

question

Sam Crenshaw looked at realty ads in local newspaper and in the listings magazine he found at a local restaurant, asked his friends, and called the local Chamber of Commerce before purchasing a home site in Lincoln. These activities are examples of: A. Internal information search B. External information search C. Post-purchase evaluation D. Problem clarification E. Evoked set manipulation

answer

B

question

The various brands identified as purchase options to be considered during the alternative evaluation process are known as: A. Decision criteria B. A brand attribution list C. The working model D. The evoked set E. Subliminal choices

answer

D

question

An ad for Duncan Hines cake mixes advises consumers to "Tell Them What it in Your Heart Without Saying a Word" by preparing Duncan Hines brownies for your family and close friends. Duncan Hines is claiming to help satisfy consumers' _____ need as defined by Maslow's hierarchy. A. Physiological B. Social C. Self-actualization D. Esteem E. Safety

answer

B

question

During which stage of the consumer decision-making processes are evoked sets and evaluative criteria relevant? A. Problem recognition B. Information search C. Post-purchase evaluation D. Alternative evaluation E. Purchase decision

answer

D

question

_____ views a consumer's attitude toward a brand as possessing a number of attributes that provide the basis on which consumers form their attitudes. A. A multi-attribute attitude model B. An effect referral attitude model C. Heuristics D. Stimulus-response theory E. Operant conditioning

answer

A

question

_____ occurs when consumer's expectations are either met or exceeded. A. Cognitive dissonance B. Satisfaction C. Dissatisfaction D. Shaping E. Post-purchase evaluation

answer

B

question

In the post-purchase evaluation stage, when performance of a product or service is below expectations, it would result in: A. Development of an evoked set B. Satisfaction of the marketer C. Dissatisfaction of consumer D. Evaluation of alternatives E. Internal harmony of the purchaser

answer

C

question

_____ is a state of psychological tension or post-purchase doubt a consumer may experience after making a difficult purchase decision. A. Post-purchase evaluation B. Self-serving bias C. Cognitive Dissonance D. Conditioned anxiety E. Affective response

answer

C

question

For which of the following products is the consumer most likely to experience cognitive dissonance? A. Chewing gum B. Diamond ring C. Office supplies D. Pencil E. Nail polish

answer

B

question

Which of the following elements of the integrated marketing communications program is designed to provide an extra incentive to consumers to purchase a brand? A. Advertising B. Direct mail C. Public relations D. Price E. Sales promotion

answer

E

question

Which of the following elements does NOT describe an aspect or characteristic of sales promotion? A. A sales promotion provides an extra incentive to buy B. A sales promotion is an acceleration tool designed to speed up the selling process C. Sales promotion can be targeted to different parties in the marketing channel D. Sales promotions now account for more of marketer's promotional budget than media advertising E. Most of the sales promotional dollars are spent on consumer-oriented promotions

answer

E

question

Marketers can target sales promotion efforts to: A. Consumers B. Retailers C. Distributors D. Salespeople E. All of the above

answer

E

question

Coupons, bonus packs, premiums and samples are promotional offers targeted toward: A. Consumers B. Retailers C. Wholesalers D. Salespeople E. All of the above

answer

A

question

Consumer-oriented sales promotions are part of a promotional _____ strategy. A. EDLP B. Pull C. Trade D. Premium E. Push

answer

B

question

All of the following are examples of trade-oriented sales promotion activities EXCEPT: A. Off-invoice allowances B. Promotional allowances C. Point-of-purchase displays D. Trade shows E. Coupons

answer

E

question

Which of the following is NOT a reason why use of sales promotions has increased A. Growing power of retailers B. Declining brand loyalty C. Increased competition D. Clutter E. Manufacturers are more powerful than retailers

answer

E

question

What is a "franchise-building" promotion? A. It cheapens the brand image B. It is a simple price cut C. It does not contribute to brand image D. It enhances brand image E. None of the above

answer

D

question

What is a non-franchise-building promotion? A. It cheapens the brand image B. It is a simple price cut C. It does not contribute to the brand image D. It enhances brand image E. None of the above

answer

C

question

Marketing public relations (MPR) activities designed to support marketing objectives add value to the integrated marketing program by: A. Building marketplace excitement B. Creating advertising news where there is none C. Providing a value-added customer service D. Defending products at risk and giving consumers a reason to buy E. Doing all of the above

answer

E

question

Which of the following statements describes an advantage derived from the use of marketing public relations (MPR)? A. MPR benefits from the endorsement of independent and objective third parties who have association with the product B. MPR supports advertising programs by making messages more credible C. MPR can circumvent consumer resistance to sales effort D. MPR is a highly targeted way to conduct public relations E. All of the above statements describe advantages derived from the use of MPR

answer

E

question

Automobile manufacturers Audi, Isuzu, and Suzuki have all experienced serious sales declines as a result of negative publicity. Publicity has such a powerful communications effect due to: A. Its perceived credibility B. Its lack of clutter C. Its "news worthiness" D. Its ability to create an image E. All of the above

answer

A

question

Public relations campaigns must be evaluated in order to: A. Determine their contribution toward achieving communications objectives B. Tell management what has been achieved through PR activities C. Provide management quantitative ways to judge PR activities D. Provide management ways to judge the quality of PR activities E. Do all of the above

answer

E

question

An article in the Financial Times about Iressa, a new lung cancer drug made by AstraZeneca, said the drug was not the miracle drug it was supposed to be. The article described how the drug had been linked with 174 deaths in eight months and 300 cases of serious side effects. This is an example of: A. An advertorial B. Negative publicity C. Controlled public relations D. Image advertising E. Negative lobbying

answer

B

question

Publicity: A. Is typically a long-term strategy B. Is designed to provide positive information about the competition C. Is news about a person, product, or service that appears in broadcast or print media D. Is always under the control of the firm E. May not originate from sources other than the firm

answer

C

question

When Doritos had a contest for consumers to make the best Super Bowl ad, they were doing which of the following: A. Creating news when there was no news B. Increasing ROI C. Providing a value-added customer service D. Defending products at risk and giving consumers a reason to buy E. Introduce the product with little or no advertising

answer

A

question

All of the following are examples of consumer-oriented sales promotion activities EXCEPT: A. Samples B. Coupons C. Refunds/rebates D. Trade shows E. Bonus packs

answer

D

question

Among major packaged goods companies, the greatest percentage of the promotional budget is allocated to: A. Media advertising B. Consumer promotions C. Trade promotions D. Direct marketing E. Trade shows

answer

C

question

Which of the following developments have resulted in a transfer of power from manufacturers to retailers? A. The advent of optical scanners and computers gave manufacturers access to sales information B. Manufacturers are spending more money on media advertising C. Consolidation in the grocery industry has resulted in larger chains with greater buying power and clout D. Manufacturers are spending more money on marketing research E. Manufacturers are introducing more private-label brands

answer

C

question

Marketing planning and reward systems may lead to an increase in the use of sales promotions because sales promotions encourage: A. Managers to use advertising to build brand equity B. Managers to use consumer-oriented sales promotion to meet long-term performance goals C. Sales reps to encourage their marketing managers not to use promotions to help them get orders from retailers D. The use of price-oriented promotions to generate short-term sales E. All of the above

answer

D

question

MPR activities are used by public relation agencies to: A. Receive discounts in various media B. Place new releases in mass media simultaneously C. "Micro segment" the market D. Achieve feedback from public relations activities E. Do none of the above

answer

E

question

Which celebrity was used by Dr. Blair as an example of someone who has recently had negative publicity? A. Lindsay Lohan B. Kobe Bryant C. Tony Parker D. Charlie Sheen E. None of the above

answer

D

question

Which of the following is a characteristic of direct marketing? A. Products are sold through a retail store B. Products are sold by a wholesaler C. Products are sold directly to the customer D. Products are sold only to businesses E. None of the above

answer

C

question

What is an important source of demographic information for many direct marketers? A. US Census B. The State Attorney General's Office C. University directories D. Phone books E. None of the above

answer

A

question

The Prizm segmentation system organizes consumer information according to what criteria? A. Gender B. Occupation C. Product usage data D. Zip codes E. None of the above

answer

D

question

What is Data Mining? A. Using research to find gold B. Putting information into a database C. Asking customers to fill out a survey D. Using statistical formulas to find ideal customer type E. None of the above

answer

D

question

Which of the following is NOT a type of direct marketing media? A. Infomercials B. Catalogs C. Websites like Amazon that makes recommendations D. Direct selling like Mary Kay cosmetics E. All of the above are direct marketing media

answer

E

question

Databases are often prioritized in terms of recency, frequency, and: A. Zip code B. Gender C. Ethnicity D. Monetary transactions E. None of the above

answer

D

question

The use of direct marketing has increased in recent years because of all of the following reasons except: A. Availability of credit cards B. Reliable delivery services C. Direct marketing syndicates D. Expansion of indoor malls E. All of the above are reasons why direct marketing has expanded

answer

D

question

What is the main objective for direct marketing? A. Change attitudes B. Improve likeability C. Improved targeting D. Personalized service E. Making the sale

answer

E

question

What is one of the main disadvantages of using direct marketing media? A. Image problems B. Lower cost C. Difficult to measure results D. Targets consumers more personally E. None of the above are disadvantages

answer

A

question

Trade-oriented sales promotions are part of a promotional _____ strategy. A. EDLP B. Pull C. Trade D. Premium E. Push

answer

E

question

All of the following have contributed to the growth of direct marketing EXCEPT: A. Direct marketing syndicates B. Rapid development of computers and electronic media C. Increased consumer credit card use D. The fact that Americans are "money-rich and time-poor" E. Postage rate increases

answer

E

question

One of the reasons for the recent, rapid growth of direct marketing in American society is due to the: A. The fact that the US has moved from an industrialized nation to a service nation B. Increase in the number of hours individuals spend watching television C. Proliferation of cellular phones D. Increased use of consumer credit cards E. Development of four-color printing presses

answer

D

question

All of the following factors have contributed to the increased attractiveness of direct marketing EXCEPT: A. The increasing number of direct marketing syndicates B. The rising number of women in the work force C. The improved image of the industry D. The rapid technological advancement of electronic media and of computers E. The attractiveness of malls for family entertainment

answer

E

question

Because public relations communications (publicity) are typically perceived as _____, they are not subject to the problems with clutter that are common to other forms of promotional communication. A. Corporate-sponsored advertisements B. Altruistic C. Image builders D. News items C. Exclusives

answer

D

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