MKT304 – Chap 2

question

b
answer

According to the marketing and promotions process model, the marketing process begins with the: A. development of the marketing mix. B. development of a marketing strategy and analysis. C. development of the promotional mix. D. determination of the target market. E. establishment of marketing objectives.
question

a
answer

A(n) _____ is a document that evolves from an organization’s overall corporate strategy and serves as a guide for specific marketing programs and policies. A. strategic marketing plan B. integrated marketing communications plan C. situation analysis D. opportunity analysis E. competitive plan
question

c
answer

_____ is a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands. A. Strategic marketing plan B. Integrated marketing communications plan C. Situation analysis D. Opportunity analysis E. Competitive plan
question

a
answer

_____ are defined as external areas where there are favorable demand trends, customer needs and wants are not being satisfied, and where a company thinks it can compete effectively. A. Market opportunities B. Market segments C. Competitive advantages D. Market strengths E. Market plans
question

e
answer

To reach tweens (8-12 year olds), Jell-O brand gelatin marketers introduced X-treme Jell-O in wild berry, green apple, and watermelon flavors. The ads describe the gelatin flavors as “Jell-O with an attitude” because these fruit flavors “will bite you back.” Jell-O has defined tweens as: A. part of an undifferentiated market. B. aggregated market. C. a response-stimulus market. D. the mass market for gelatin. E. a market segment.
question

a
answer

China is the world’s second-largest beer market after the U.S. It is also one of the fastest growing with annual growth of 10 percent. Anheuser-Busch responded to this _____ in China when it established Budweiser Wulhan International Brewing in central China. There it brews Budweiser and Budweiser Ice which are sold to the local market. A. market opportunity B. market aggregation C. competitive advantage D. market strength E. market threat
question

a
answer

Anyone who has ever attended a state fair understands how complicated the ticketing system can be. Attendees buy a number of tickets and then turn them in to various ride operators. One ride may require three tickets, another five, and another two. The system was complicated for workers and for consumers. A company named Funtastic has developed a SmartCard that is purchased at the ticket booth for any amount customers want to spend. Each ride requires one swipe of the card, and the amount of the ride is deducted electronically from the card’s total. Funtastic has recognized a: A. market opportunity. B. market segment. C. competitive advantage. D. market strength. E. market threat.
question

c
answer

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.
question

a
answer

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.
question

c
answer

_____ is something unique or special a firm possesses or does that gives it an edge over its competitors. A. Brand quality B. Brand equity C. A competitive advantage D. Brand power E. A market opportunity
question

c
answer

Today many people take an aspirin at their doctor’s recommendation as preventive medicine. The maker of Bayer aspirin has added calcium to its aspirin. The calcium is also often recommended by doctors to help maintain bone density. There are many types of aspirin on the market, but only one brand that contains calcium. For Bayer, this calcium additive is an example of: A. brand quality. B. brand equity. C. a competitive advantage. D. brand power. E. a market opportunity.
question

d
answer

The first step in the target marketing process is to: Refer: Figure 2-2 A. develop positioning strategies. B. request government approval. C. determine whether to use a market segmentation strategy or a mass marketing strategy. D. identify markets with unfulfilled needs. E. develop new products.
question

b
answer

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 actions. C. offers one version of the product to all markets. D. identifies markets with unfulfilled needs. E. positions products in the minds of prospects and customers.
question

d
answer

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.
question

e
answer

Dividing the market into units such as nation, states, town, counties etc. is known as: A. demographic segmentation. B. psychographic segmentation. C. quantified aggregation. D. lifestyle aggregation. E. geographic segmentation.
question

c
answer

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

b
answer

Geographic segmentation is about dividing: A. consumers based on lifestyle. B. markets based on location. C. consumers based on usage. D. consumers based on income. E. markets based on benefit the product has to offer.
question

d
answer

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 marketing.
question

d
answer

Bubba’s Frozen Barbecue Sandwiches contain 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 a mustard-based sauce is preferred. Given this information, Bubba’s should use _____ segmentation. A. demographic B. buying condition C. personality D. geographic E. behavioristic
question

a
answer

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.
question

e
answer

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 because research showed this market liked fun colors. 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. socioeconomic E. demographic
question

a
answer

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.
question

b
answer

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
question

b
answer

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
question

b
answer

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
question

c
answer

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. behavioural segmentation
question

c
answer

Gatorade sports drink has defined its target market as 18-34 year old males who are active in sports. Which two bases of segmentation is Gatorade employing? A. Benefit and demographic B. Psychographic and geographic C. Demographic and psychographic D. Geographic and benefit E. Benefit and psychographic
question

b
answer

_____ divides a market on the basis of lifestyles. A. Leisure marketing B. Psychographic segmentation C. Benefit segmentation D. Demographic segmentation E. Behavioristic segmentation
question

c
answer

Company X is a non-profit organization, that employs a large number of underprivileged people. It sells art and handicrafts made by these individuals at reasonable prices. Company X defines its market segment as people who believe in helping others and feel good about it. It uses _____ segmentation. A. demographic B. geographic C. psychographic D. benefit E. socio economic
question

d
answer

AIO stands for: A. activities, innovation and opinions. B. activities, interests and opportunities. C. activities, innovations and opportunities. D. activities, interests and opinions. E. actions, interests and opinions.
question

b
answer

An ad for Nivea Visage Wrinkle Control states that the cream allows women to “give their skin back its own wrinkle control.” It shows a woman in her forties using the product. This ad is using _____ segmentation. A. behavioristic and benefit B. benefit and demographic C. psychographic and behavioristic D. geographic and benefit E. demographic and psychographic
question

d
answer

Crest has come up with three types of toothpastes for different segments – whitening toothpaste for individuals who buy for aesthetic reasons, strawberry-flavored toothpaste for those concerned with the taste, and germi-check toothpaste for those looking to protect their teeth all day long. On what basis has it segmented the market? A. Demographic B. Geographic C. Socio economic D. Benefit E. Socio cultural
question

a
answer

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
question

a
answer

The ad for the Disney Institute at Walt Disney World describes vacations during which an individual can immerse him or herself in the joys of gardening for a week and take classes with horticulturists. This is an example of _____ segmentation. A. psychographic B. demographic C. behavioristic D. usage E. geographic
question

d
answer

_____ 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
question

d
answer

Research shows that about two-thirds of the new insurance policies Prudential sells will be to current policyholders. This information indicates a(n) ______ segmentation would be appropriate for Prudential to use along with demographic and psychographic segmentation. A. benefit B. geographic C. SRI D. behavioristic E. VALS
question

a
answer

New York Telephone uses _____ segmentation to segment consumers in terms of how much leisure telephone calling they do. It advertises on “Nick at Night” and MTV when it wishes to target the group it calls “chatterboxes.” A. behavioristic B. benefit C. demographic D. geographic E. VALS
question

a
answer

Which of the following bases for segmentation is employed when consumers are grouped according to their use of a product or service (heavy versus light)? A. Behavioristic B. Demographic C. Benefit D. Lifestyle E. Psychographic
question

e
answer

Degree of usage as a basis of segmentation is best reflected by: A. demographic segmentation variables. B. the iceberg principle. C. the benefit rule. D. the rule of equity. E. the 80-20 rule.
question

b
answer

_____ segmentation is most closely related to the “80-20 rule,” which states that 80 percent of a company’s business comes from 20 percent of its customers. A. Geographic B. Behavioristic C. Demographic D. Psychographic E. Benefit
question

a
answer

The 80-20 rule states that: A. around 80 percent of the firm’s sales comes from 20 percent of the customers. B. only 80 percent of a market can be segmented. C. market segmentation works well only 80 percent of the time. D. only about 80 percent of the people remember the firm’s positioning of a product while the remaining 20 percent create their own positioning for a particular product. E. about 80 percent of corporations do not understand the actual meaning of the term “market segmentation”.
question

a
answer

_____ 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
question

a
answer

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
question

a
answer

The ad for Tempur-Pedic’s weight control mattress describes the mattress as “a perfect refuge from the cares of the day.” This description indicates that the mattress maker is using _____ segmentation to define its market. A. benefit B. demographic C. geographic D. behavioristic E. SRI
question

b
answer

The fact that some consumers want pure bottled water while some want flavored bottle water and still others want bottled water with added minerals provides an opportunity for _____ segmentation in the bottled water market. A. behavioristic B. benefit C. geographic D. psychographic E. demographic
question

a
answer

Volvo’s strategy of emphasizing the safety of its cars in their advertising reflects a positioning strategy based on: A. benefit segmentation. B. demographic segmentation. C. psychographic segmentation. D. positioning by competitor. E. positioning by product class.
question

e
answer

_____ involves ignoring segment differences and offering just one product or service for the entire market. A. Marketing mix B. Positioning C. Concentrated marketing D. Synchro marketing E. Undifferentiated marketing
question

b
answer

When Coca-Cola only had one product in its line and was targeting everyone, the company was employing: A. concentrated marketing. B. undifferentiated marketing. C. market atomization. D. niche marketing. E. benefit segmentation.
question

b
answer

When MetaboLife first came on the market, its only product was a weight-loss pill that was guaranteed to energize the user by causing a greater level of physical activity, which would help in burning calories. This was its only product, and it was marketed to anyone who wanted to lose weight or have more energy. This means, that its target market was virtually anyone breathing because very few people like their current weight, and everyone could use a little more energy. MetaboLife used: A. concentrated marketing. B. undifferentiated marketing. C. market atomization. D. niche marketing. E. demographic segmentation.
question

a
answer

_____ involves developing separate marketing strategies for a number of segments. A. Differentiated marketing B. Undifferentiated marketing C. Concentrated marketing D. Behavioristic segmentation E. Geographic segmentation
question

e
answer

L’Oreal, the giant cosmetics manufacturer, targets the luxury market with Helena Rubinstein and Lancôme brands. Its less expensive brands like Elseve and L’Oreal are sold by discount retailers. L’Oreal uses: A. concentrated marketing. B. undifferentiated marketing. C. market atomization. D. synchro marketing. E. differentiating marketing.
question

b
answer

Coca-Cola’s offerings of diet, cherry-flavored, vanilla-flavored, and caffeine-free versions of its product in addition to its original product reflect the company’s decision to serve: A. concentrated markets. B. differentiated markets. C. a demographic segment. D. an undifferentiated market. E. geographic segmentation.
question

c
answer

_____ is used when the firm selects one segment and attempts to capture a large share of this market. A. Positioning B. Undifferentiated marketing C. Concentrated marketing D. Differentiated marketing E. Branding
question

b
answer

Concentrated marketing is based around focusing marketing efforts on: A. different countries. B. one particular segment. C. mass market. D. a number of segments. E. a particular country.
question

d
answer

Astrid Furniture designs and sells bedroom furniture for people who are over six-feet tall which is a relatively small target market. Astrid is employing which targeting strategy? A. Differentiated marketing B. Synchro marketing C. Undifferentiated marketing D. Concentrated marketing E. Mass marketing
question

c
answer

“Thirteen percent of all American males are shorter than 5’6”. A retail store that sells exclusively to men of this size is using: A. market aggregation. B. undifferentiated marketing. C. concentrated marketing. D. market atomization. E. demographic segmentation.
question

c
answer

When Bruce Teilhaber opened his men’s shoe store, he decided to carry a full line of shoes in the larger, hard-to-find sizes. Today, his shoe store caters to professional basketball, baseball, and football players who appreciate the variety and quality of shoes Tielhaber carries and often order a dozen new pairs in a single visit. This shoe store uses: A. market aggregation. B. undifferentiated marketing. C. concentrated marketing. D. market atomization. E. demographic segmentation.
question

c
answer

When Rolls Royce attempts to capture a large market share of the $300,000 car buying market and only that market, it is an example of: A. market aggregation. B. undifferentiated marketing. C. concentrated marketing. D. market atomization. E. demographic segmentation.
question

e
answer

_____ is defined as the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition. A. Target marketing B. Benefit segmentation C. Undifferentiated marketing D. Demographic segmentation E. Positioning
question

d
answer

Product positioning is about: A. the perception of a product from the view of competitors. B. the position of the product on the shelf of a retail store. C. the way the product is packed. D. developing a perception about a product or service in the mind of the consumers. E. shelf life of a product.
question

c
answer

A brand’s market position refers to its: A. relative market share. B. location on store shelves. C. image in the mind of the customers. D. distribution intensity. E. stage in the product life cycle.
question

b
answer

_____ is the process of building a brand whereas _____ is about putting the brand in the mind of the customer. A. Positioning; branding B. Branding; positioning C. Marketing; positioning D. Targeting; branding E. Segmenting; positioning
question

a
answer

BMW’s positioning of its convertible as “the ultimate tanning machine” would reflect a positioning strategy based on: A. product attributes and benefits. B. cultural symbols. C. product user. D. price/quality. E. competitors.
question

b
answer

The headline on the ad for Broilmaster Grill read, “The Most Durable Grill Known to Man.” Broilmaster is using a positioning strategy based on: A. product class. B. product attributes and benefits. C. price/quality. D. competitor. E. cultural symbol.
question

b
answer

Isopure positions itself as a zero-carb muscle recovery drink. Isopure is using a _____ positioning strategy. A. product class B. product attributes and benefits C. price/quality D. competitor E. cultural symbol
question

d
answer

United Parcel Service (UPS) built its advertising campaign around the slogan, “moving at the speed of business.” This slogan was an example of a positioning strategy based on: A. cultural symbols. B. demographics. C. price-value. D. product attribute and benefit. E. competitor
question

d
answer

The manufacturer of Mercedes-Benz autos stressed that the car had side door air bags in an attempt to attract new buyers. Its focus on safety illustrated a strategy of positioning by: A. cultural symbols. B. demographics. C. price-value. D. product attribute and benefit. E. competitor.
question

d
answer

Wal-Mart has been very effective in positioning itself as a store that offers quality products at a very good price. Their strategy reflects positioning based on: A. benefit segmentation. B. demographic segmentation. C. psychographic segmentation. D. price/quality. E. product class.
question

d
answer

McDonald’s Big &Tasty burger was advertised as a juicy quarter-pounder with lettuce, tomatoes, and all the trimmings that can be purchased for $1 from McDonald’s Dollar Menu. The Big & Tasty burger and other items on the Dollar Menu are positioning by: A. competitor. B. demographics. C. product user. D. price/quality. E. product class.
question

b
answer

Campbell’s ads contain quick and easy recipes that can be made using Campbell’s soups. This is an example of positioning by: A. product class. B. product use. C. price/quality. D. competitor. E. cultural symbol.
question

b
answer

The Florida Orange Juice Commission’s advertising campaign based around the slogan, “It’s not just for breakfast anymore,” reflected positioning by: A. product user. B. use or application. C. product class. D. competitor. E. cultural symbol.
question

b
answer

Athletic shoes advertised for tennis courts, running, or for walking are using positioning based on: A. price/quality. B. use or application. C. product class. D. product user. E. cultural symbols.
question

a
answer

To encourage more people to use mass transit, ads from metropolitan transportation services compare the ease and comfort of riding mass transit with the difficulties of congested traffic and parking headaches. These urban bus and subway services are using positioning by: A. product class. B. product user. C. price/quality. D. product attributes. E. cultural symbols
question

a
answer

Digital cameras, computers, and high-quality printers are allowing people to take and process their photographs. An owner of a film-processing store could advertise the benefits of professional photograph finishing when compared to printer copies, which will fade over time. The film-processing store could use positioning by: A. product class. B. product demographics. C. product user. D. competitor. E. cultural symbol.
question

c
answer

When Bruce Teilhaber opened his men’s shoe store, he decided to carry a full line of shoes in the larger, hard-to-find sizes. Today, his shoe store caters to professional basketball, baseball, and football players who appreciate the variety and quality of shoes Tielhaber carries and often order a dozen new pairs in a single visit. The shoe store uses positioning by: A. product demographics. B. cultural symbols. C. product user. D. competition. E. product class.
question

a
answer

An ad for Gaylord shorts found in Runner’s World magazine shows how the shorts do not bind and are made of a light fabric that helps keep the wearer dry and cool. Gaylord is using positioning by: A. product user. B. product demographics. C. cultural symbol. D. product class. E. distribution intensity.
question

b
answer

Which of the following would constitute a positioning strategy focusing on the competitor? A. BMW—”The Ultimate Driving Machine” B. Red Roof Inns—”Equal Value at a Lower Price” C. Oneida flatware—”Your Table Is Ready” D. Coca-Cola—”The Real Thing” E. Broilmaster grill—”The Most Durable Grill Known to Man”
question

c
answer

Progresso soup positioned itself as better tasting and more appropriate to the adult palate to gain a competitive advantage over Campbell’s soup. Progresso used positioning by: A. product attributes. B. cultural symbols. C. competitor. D. product user. E. product class.
question

c
answer

The use of comparative advertising has become more and more common. Which of the following positioning strategies does this reflect? A. Positioning by product user B. Positioning by product class C. Positioning by competitor D. Positioning by price/quality E. Positioning by cultural symbol
question

c
answer

When many frequent travelers think of Australian-based Quantas Airlines, the first thing that comes to mind is the koala bear. Because of this strong association, Quantas is receiving the benefit of positioning by: A. product class. B. use/application. C. cultural symbol. D. product attribute. E. competitor
question

c
answer

The use of the gecko lizard in the Geico Direct insurance company commercials indicates a positioning strategy based on: A. price/quality. B. use or application. C. cultural symbol. D. product class. E. distribution intensity.
question

e
answer

_____ involves altering or changing a product’s or brand’s position. A. Market segmentation B. Market targeting C. Positioning. D. Target marketing E. Repositioning
question

d
answer

_____ is often difficult to accomplish due to previously entrenched attitudes toward the product or brand. A. Positioning by cultural symbols B. Positioning by price/quality C. Positioning by product attributes D. Repositioning E. Positioning by product user
question

a
answer

Unisys Corporation engaged in a multi-million dollar campaign to alter its perceptions among many of its customers that it was simply a hardware manufacturer. Unisys wants customers to see it as a services and technology provider. Unisys was: A. using a repositioning strategy. B. segmenting the market in new, more profitable ways. C. adopting a concentrated strategy. D. adopting an undifferentiated strategy. E. employing lifestyle segmentation.
question

a
answer

Years ago United Parcel Service (UPS) ran an ad campaign based around the slogan, “moving at the speed of business.” Later, UPS introduced a new slogan, “What can brown do for you?” The new ads are designed to make customers aware of the different services besides fast delivery that UPS offers. By moving away from promoting itself as simply a delivery company, UPS has: A. used a repositioning strategy. B. segmented the market in new, more profitable ways. C. adopted a concentrated strategy. D. adopted an undifferentiated strategy. E. employed lifestyle segmentation.
question

d
answer

Initially, Crush orange drink was marketed to teenagers, but when Cadbury Beverages acquired the drink, it was already marketing Sunkist orange drink to teens. Cadbury used _____ to move Crush toward a drink for the whole family to enjoy. A. positioning by cultural symbols B. positioning by price/quality C. positioning by product attributes D. repositioning E. positioning by product category
question

d
answer

_____ is a bundle of benefits or values that satisfies the needs of consumers. A. Product use positioning B. Market C. Value D. Product E. Channel
question

d
answer

The meaning a consumer attributes to a product or brand and what he or she experiences in purchasing it is known as: A. functional utility. B. product quality. C. brand extension. D. product symbolism. E. product utility.
question

d
answer

_____ is about building and maintaining a favorable identity and image of the company and/or its products or services in the mind of the consumer. A. Positioning B. Repositioning C. Segmentation D. Branding E. Targeting
question

c
answer

_____ consists of the combination of the name, logo, symbols, design, packaging, and image of associations held by consumers. A. Marketing mix B. Promotional mix C. Brand identity D. Positioning E. Product symbolism
question

d
answer

How does strong brand equity benefit the seller? A. Product quality becomes completely irrelevant. B. It allows the seller to use undifferentiated marketing. C. It enables the seller to hide product success from its competition. D. It allows the seller to achieve higher sales volume and/or profit. E. It allows the seller to stop all promotional activities and redirect its funds to other areas of operation.
question

c
answer

_____ is the intangible asset of added value or goodwill that results from the favorable image, impressions, differentiation, and/or strength of a consumer’s attachment to a company’s name or trademark. A. Product affiliation B. Product symbolism C. Brand equity D. Brand symbolism E. Trademark recognition
question

b
answer

The marketing mix variable that deals with what a consumer must give up to purchase a product or service is: A. product. B. price. C. promotion. D. distribution. E. production.
question

d
answer

When developing a _____, costs, competition, demand factors, and perceived value must be taken into consideration. A. target market B. channel of distribution C. promotional mix D. pricing strategy E. segmentation strategy
question

d
answer

Promotional expenditures on advertising, sales promotion, and personal selling: A. are not relevant when determining a pricing structure. B. are incomes that must be covered in a firm’s pricing structure. C. contribute to a product’s cost and price and thus make it harder to sell. D. are expenses that must be covered but can also help reduce costs by creating demand for a product. E. are examples of fixed costs on an organization’s income statement.
question

e
answer

Which of the following statements about the interaction of pricing with advertising and promotion is true? A. The positive relationship between high relative advertising and price levels is weakest for products in the introductory stage of the product life cycle. B. The positive relationship between high relative advertising and price levels is weakest for products that are market leaders. C. Companies with high-quality products are damaged the least, in terms of return on investment, by inconsistent advertising and pricing strategies. D. Brands with low relative advertising budgets are able to charge premium prices. E.High relative ad expenditures should accompany premium prices, and low relative ad expenditures should be tailored to low prices.
question

a
answer

Marketing _____ are the set of interdependent organizations involved in the process of making a product or service available for consumption. A. channels B. hierarchies C. facilitators D. consumers E. programs
question

a
answer

Doncaster is a company that sells fashionable women’s clothing through wardrobe parties. It targets women who are too busy to go to stores to shop. Doncaster is utilizing a(n): A. direct channel of distribution. B. indirect channel of distribution. C. marketing intermediary. D. direct-response advertising medium. E. reseller channel
question

b
answer

Hunter ceiling fans are sold to retailers who then sell them to ultimate consumer. The manufacturer of Hunter ceiling fans is using a(n): A. direct channel of distribution. B. indirect channel of distribution. C. multiple-level channel. D. direct-response advertising medium. E. reseller channel.
question

d
answer

______ are programs designed to persuade the retailer to promote a manufacturer’s products. A. Promotional pull strategies B. Spot television campaigns C. Spot radio campaigns D. Promotional push strategies E. Progressive adherence policies
question

e
answer

An ad in a publication aimed at veterinarians explaining why they should recommend Eukanuba cat food to the owners of all the cats they treat is an example of: A. consumer advertising. B. a promotional pull strategy. C. a harvesting strategy. D. a consumer promotion. E. a promotional push strategy
question

a
answer

An ad in Floral Management, a publication for retail florists, promotes Redwood Grove tulips as a product that will enhance any spring bouquet that the florists sell to ultimate consumers. The ad for Redwood Grove tulips is an example of: A. trade advertising. B. a promotional pull strategy. C. a harvesting strategy. D. a consumer promotion. E. a promotional inertia strategy.
question

a
answer

With _____, advertising expenditures and promotional efforts are directed toward the ultimate consumer. A. promotional pull strategies B. promotional push strategies C. trade advertising D. market harvesting strategies E. non-intermediary marketing
question

b
answer

An ad for Aricept, a prescription-only drug for patients in the early stages of Alzheimer’s disease, was published in a Better Homes & Gardens magazine. Since the ad encouraged consumers to ask their doctors about this drug and whether it would help them or someone they knew, the drug company that placed the ad is using: A. trade advertising. B. a promotional pull strategy. C. a harvesting strategy. D. a consumer promotion. E. a promotional push strategy.
question

b
answer

A company with a limited promotional budget and few funds for advertising and promotion is likely to use: A. a promotional pull strategy. B. a promotional push strategy. C. a brand equity strategy. D. a gravity-oriented strategy. E. any of the above.

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