978-0133866339 Chapter 10 Part 2

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37) All of the following concepts are associated with guerilla marketing except:

A) requires energy and imagination.

B) designed to obliterate the competition.

C) aims messages at individuals and small groups.

D) “you marketing,” based on how we can help “you.”

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-1

38) Lifestyle marketing:

A) emphasizes consumers passing along information about a product to other consumers.

B) is designed to obtain instant results while using limited resources.

C) is the planned insertion of a brand or product into a movie, television show, or some other

media.

D) involves identifying marketing methods associated with the hobbies and entertainment venues

of a target market.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

39) Contacting consumers at places such as farmer’s markets, bluegrass festivals, city-wide

garage sales, flea markets, craft shows, stock car races is:

A) alternative media venues.

B) lifestyle marketing.

C) branded entertainment.

D) guerilla marketing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

40) Identifying marketing methods associated with the hobbies and entertainment venues of a

target market is:

A) product placement.

B) lifestyle marketing.

C) branded entertainment.

D) guerilla marketing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

41) Setting up a booth at a minor league baseball game or at a July 4th street celebration to

provide free samples, offer coupons and sell products is an example of:

A) traditional advertising.

B) lifestyle marketing.

C) advocate programs.

D) buzz marketing.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 10-1

42) When a new music store distributes literature and free key chains at a music concert at the

local baseball stadium, the retailer is engaging in:

A) lifestyle marketing.

B) buzz marketing.

C) a sponsorship program.

D) public relations’ activities.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 10-1

43) A furniture store setting up a special display of massage chairs at a children’s soccer

tournament is an example of:

A) generating leads.

B) developing a unique market niche.

C) lifestyle marketing.

D) creating a clearly defined product.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 10-1

44) Experiential marketing combines all of the following except:

A) direct marketing.

B) guerilla marketing.

C) personal selling.

D) sales promotions.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

45) Experiential marketing typically involves:

A) providing samples to individuals through social media.

B) a combination of guerrilla and buzz marketing tactics.

C) generating buzz about a unique marketing event.

D) direct response marketing through interactive means, such as special events and free samples.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

46) Experiential marketing seeks to:

A) engage individuals with the brand rather than just provide free samples.

B) generate buzz about a brand through stealth techniques.

C) engage individuals in generating social media buzz.

D) provide companies with a unique venue to reach consumers where they go for entertainment.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-1

47) To increase the probability that a positive experience will occur from an experiential

marketing event, companies should follow all of the following steps except:

A) choose a clear, concise market segment to target.

B) provide consumers an opportunity to generate buzz with other individuals.

C) identify the right time and place to involve consumers with the brand.

D) make sure the experience reveals clearly the brand’s promise.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-1

48) Advergames are:

A) very popular and are often played more than 500,000 times per day.

B) the most popular if they are placed on the brand’s website.

C) played more if they are at a neutral gaming site.

D) gaining in popularity with companies because the cost to advertise a brand on the game is

free.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

49) The primary disadvantage of video game advertising or product placement within a video

game is the:

A) difficulty of convincing game makers to put in the ads and product placements.

B) low response rate of game players.

C) ad or product placement becomes static and is no longer noticed.

D) high cost of developing ads for games.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-1

50) The goal of alternative marketing programs is to identify new places where a consumer’s

path intersects with a brand’s presence.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 10-1

51) The idea behind alternative marketing is to replace traditional media with newer forms of

media that are more successful at reaching consumers.

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 10-1

52) Alternative marketing relies on buzz, word-of-mouth, lifestyles, and times when consumers

relax and enjoy hobbies and events.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

53) Guerrilla marketing emphasizes consumers passing along information about a product to

other consumers.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

54) A brand or product recommendation from one person to another carries a higher level of

credibility than does an advertisement or a paid spokesperson.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

55) In buzz marketing programs, the ideal situation occurs when a person who truly likes a brand

tells others.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

56) One form of buzz marketing is for companies to sponsor individuals as agents or advocates

to introduce new products.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

57) Brand ambassadors or customer evangelists are typically individuals who were loyal to a

competitor’s brand, but have switched to the sponsor’s brand because of the incentives offered.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

58) Companies select brand ambassadors and customer evangelists based on his or her devotion

to the brand and the sizes of their social circles.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-1

59) To increase their effectiveness, brand ambassadors that are sponsored by a company are

asked to hide their connections with the brand.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

60) Carlos has never tried Red Bull. Hayden has tried Red Bull and really likes it. Carlos would

be a better selection for a brand ambassador for Red Bull than would Hayden.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 10-1

61) An effective buzz marketing strategy may involve brand ambassadors hosting house parties

for their families and friends.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

62) Having company employees or employees of a company’s advertising agency pose as

customers to generate buzz marketing is an effective strategy.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-1

63) The Word of Mouth Marketing Association encourages companies that use their employees

to generate buzz marketing through posing as customers to be honest and share both their

positive and negative thoughts about the company’s products.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-1

64) Buzz marketing can be compared to a virus, consisting of three stages: inoculation,

introduction, and infection.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

65) During the inoculation stage of buzz marketing, the product is being used by a few

innovators or trendsetters.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

66) During the incubation stage of buzz marketing, the product is being used by a few innovators

or trendsetters.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

67) During the infection stage of buzz marketing, the product is being introduced to the market.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

68) During the infection stage of buzz marketing, it is virtually impossible to generate word-of-

mouth communications from actual customers.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-1

69) For buzz marketing to be successful, the brand needs to stand out and have a distinct

advantage over current products on the market.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

70) Buzz marketing works because people trust someone else’s opinion more than paid

advertising and because people like to share their opinions.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-1

71) A special form of guerilla marketing is stealth marketing, which uses surreptitious practices

to introduce individuals to a product.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

72) With stealth marketing, brand ambassadors are not being paid or compensated to promote

and talk about a brand.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

73) Stealth marketing thrives in the online world, especially with social media sites.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 10-1

74) Some marketers view stealth marketing as a shrewd way to introduce products to people,

while others believe it is unethical because the brand sponsor does not reveal his/her identity.

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 10-1

75) Guerilla marketing programs are designed to obtain instant results while using limited

resources.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

76) Guerilla marketing involves using traditional marketing tools to reach consumers with a

controversial message.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

77) Lifestyle marketing involves interacting with consumers to create excitement that will spread

by word-of-mouth communications.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

78) Guerilla marketing strives to have consumers react or interact in some way with the

campaign.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

79) Stealth marketing involves identifying marketing methods associated with the hobbies and

entertainment venues of the target audience.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

80) Sebastian is the marketing manager of a local restaurant. He has decided to set up a booth at

an outdoor concert being held at the city park to pass out free samples of food and to give

attendees coupons that can be used at the restaurant. This is an example of lifestyle marketing.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 10-1

81) Experiential marketing combines direct marketing, buzz marketing, and sales promotions

into a single consumer experience.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

82) Experiential marketing typically involves direct response marketing through some type of

interactive means that engages consumers with the brand.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

83) The key to lifestyle marketing is letting consumers enjoy the benefit of a good or service

before actually making a purchase.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

84) Identify the major forms of alternative marketing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

85) What is buzz marketing and how can it be generated?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

86) What is stealth marketing?

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 10-1