Focusing disproportionate effort on high-profit customers will lead to lower customer
profitability for those customers.
Secondary groups require continuous interaction to be effective and meaningful.
A marketer who wants to position his line of cameras as the “Cadillac” of all cameras is
focused on connecting with customers.
“Friends Don’t Let Friends Drive Drunk,” is an example of marketing information to an
interested audience.
People in the same demographic group generally exhibit similar psychographic profiles.
There is a global trend toward an aging population.
Outdoor advertising is more effective at creating new brand associations than enhancing
brand awareness or brand image.
Sales forecasts, expense forecasts, and break-even analysis are usually found in the
section on financial projections in the marketing plan.
A competitive point-of-parity negates competitors’ perceived points-of-difference.
Microsites are less relevant for companies selling low-interest products.
People in emerging countries today are becoming increasingly health conscious and are
seeking healthy food choices. As a result, demand for health foods is rising steadily,
creating an opportunity for marketers to exploit this ________ market.
A) demographic
B) business
C) need
D) geographic
E) service
Small sellers should first concentrate their marketing efforts on reaching ________.
A) approvers
B) initiators
C) influencers
D) users
E) initiators
Gabrielle is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with
Trent, the chief financial officer to decide on the company’s marketing communications
budget. After extensive discussions, they decide that the size of the budget will be
calculated as a fraction of the overall turnover. What method did Gabrielle and Trent
use to arrive at the marketing communications budget?
A) affordable method
B) objective-and-task method
C) competitive-parity method
D) activity-based method
E) percentage-of-sales method
Under which of the following conditions is the frequency the most important factor in
media selection?
A) when introducing flanker brands
B) when launching infrequently purchased brands
C) when going into undefined target markets
D) when there is high consumer resistance to the product
E) when there is modest competition to the brand in the market
Marketing communication strategy can be decided by conducting an image analysis by
profiling the target audience in terms of ________.
A) brand knowledge
B) purchase patterns
C) demographic characteristics
D) income levels
E) psychographic characteristics
For price discrimination to work ________.
A) the market must be segmentable and the segments must show similar intensities of
demand
B) members in the lower-price segment must be able to resell the product to the
higher-price segment
C) competitors must be able to undersell the firm in the higher-price segment
D) the practice must not breed customer resentment and ill will
E) the extra revenue derived from price discrimination must not exceed the cost of
segmenting and policing the market
As Rita scans the yellow pages section of her phonebook looking for a florist, she sees
several other products and services advertised. Though interesting on first glance, she
quickly returns to her primary task of finding a florist. The items that distracted her
from her initial search were most likely stored in which of the following types of
memory?
A) short-term memory
B) long-term memory
C) middle memory
D) subconscious memory
E) subliminal memory
Club membership programs that are open to everyone who purchases a product or
service ________.
A) are more powerful long-term loyalty builders than limited-membership clubs
B) will not help a company attract customers from competitors
C) prevent those with only a fleeting interest in a company’s products from joining
D) are useful for building a database of customers but are not very good as long-term
loyalty builders
E) are useless unless there are fees and membership conditions
Within the context of Jennifer Aaker’s analysis, identify the brand personality that can
be associated with a new product whose promotional messages consistently portray it as
being reliable, intelligent, and successful.
A) sincerity
B) excitement
C) competence
D) sophistication
E) ruggedness
H&A is a retail chain that specializes in selling goods at very low prices. To achieve
this, it stocks a very narrow assortment of basic necessities and offers customers a
“no-frills” shopping experience. H&A is an example of a(n) ________ store.
A) off-price
B) specialty
C) hard-discount
D) superstore
E) convenience
________ is continuous advertising at low levels, reinforced periodically by waves of
heavier activity.
A) Flighting
B) Frequency capping
C) Pulsing
D) Concentration
E) Session capping
Which of the following is a medium of visual identity for a company?
A) annual reports
B) dress codes
C) press releases
D) seminars
E) trade shows
Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels
are sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an
example of ________ segmentation.
A) demographic
B) behavioral
C) psychographic
D) geographic
E) cultural
According to PRIZM, the ________ cluster is characterized as the nation’s tech-savvy
singles and couples, living in areas typically filled with trendy apartments and condos,
fitness clubs and clothing boutiques, casual restaurants, and all types of bars ‘” from
juice to coffee to microbrew.
A) Beltway Boomers
B) Old Milltowns
C) Young Digerati
D) Cosmopolitans
E) Winner’s Circle
Jason Riggs’ company is considered to be an in-supplier for a lawn mower
manufacturer. However, recently the lawn mower company has put out a memo to in-
and out-suppliers indicating that it would like to change product specifications and
delivery schedules. Which of the following buying situations is most likely to be in
operation given this data?
A) straight rebuy
B) single rebuy
C) rakeback rebuy
D) system buy
E) modified rebuy
In the ________ step of the market segmentation process, the marketer determines
which demographics, lifestyles, and usage behaviors make each needs-based segment
distinct and identifiable.
A) segment “acid test”
B) segment attractiveness
C) segment profitability
D) need-based segmentation
E) segment identification
________ beliefs and values are passed from parents to children and reinforced by
social institutions ‘” schools, churches, businesses, and governments; they are very
difficult to change.
A) Transient
B) Secondary
C) Protected
D) Core
E) Variable
Which of the following represents the objective of a social marketing campaign aimed
at changing people’s values?
A) Motivate people with obesity to eat healthy and exercise more often.
B) Change public attitudes and stereotypes associated with people who are obese.
C) Explain the different causes of obesity and how it can be prevented.
D) Encourage people to participate in a walkathon aimed at promoting awareness about
obesity.
E) Help people with obesity to implement lifestyle changes.
What are the legal and social issues associated with advertising?
Define cause-related marketing. What is the difference between cause-related marketing
and social marketing?
Given the disadvantages associated with online marketing communications, is it worth
it for companies to use them? In your response, please identify the disadvantages of
online marketing communications.
Identify and describe three things that affect customer lifetime value.
Describe the communication-effect research method of evaluating advertising
effectiveness.
What is a vertical marketing system (VMS)? What are the various types of VMSs?
Identify ways in which companies facing customer complaints can recover customer
goodwill.
Explain how stage-gate systems are used by companies to manage innovation and new
product launches.