Marketing strategy is formulated in terms of the marketing mix; that is, it involves
determining the product, features, price, communications, distribution, and services that
will provide customers with superior value. This entire set of characteristics is often
referred to as the _____.
A. total product
B. customer value
C. offering
D. value proposition
E. total value
Financial cost, time cost, and effort cost are examples of
A. economic risk.
B. social risk.
C. physical risk.
D. actual risk.
E. all of the above
Barry decided he needs a new car, so he started looking at commercials on television
and ads in magazines as well as visiting several websites. What type of exposure does
this represent?
A. involuntary
B. non-voluntary
C. voluntary
D. selective
E. considered
A(n) _____ is anything a consumer acquires or might acquire to meet a perceived need.
A. satisfier
B. end state
C. product
D. value proposition
E. outcome
Every year around the 4th of July, families get together and celebrate a family reunion
as well as Independence Day. The Normans, one such family, does this every year, and
the party is pretty much the same every year. A cookout is held at one family member’s
home, and games for the children are played, such as a three-legged race and an egg
toss competition. The family that wins the overall competition gets to take home a
hideous, but meaningful trophy for that year. This is an example of a _____.
A. ritual situation
B. momentary condition
C. prescriptive
D. schema
E. social schema
Using WD-40 as an additive to fish bait is an example of _______.
A. counterfeit thinking
B. prefactual thinking
C. use innovativeness
D. usage expansion
E. extended use thinking
Which of the following is an online “pass-it-along” strategy?
A. online guides
B. dispersion
C. blogs
D. viral marketing
E. e-gossip
The idea behind _____ is that different parts of our brain are better suited for focused
versus nonfocused attention.
A. right brain/left brain lateralization
B. subliminal lateralization
C. hemispheric lateralization
D. interpretation
E. affective interpretation
Which of the following is NOT an other-oriented value?
A. diversity/uniformity
B. masculine/feminine
C. limited family/extended family
D. tradition/change
E. individual/collective
Which type of ad directly compares the features or benefits of two or more brands?
A. one-sided message
B. two-sided message
C. fear appeal
D. third-party endorsement
E. comparative ad
Which type of test is one in which the consumer is not aware of the product’s brand
name?
A. surrogate tests
B. generic tests
C. blind tests
D. primary tests
E. perceptual tests
Disney World in Orlando, FL has several theme parks, resorts, restaurants, and stores.
Each is intentionally created to offer a memorable event for visitors. For example, the
Wilderness Lodge is a large resort hotel on the grounds, and everything within it is
made to look like log cabins and pioneer days. Even the casual restaurant has the wait
staff dressed in pioneer costumes, and they put on funny little skits when they are
waiting on customers. Which of the following best describes what Disney is selling?
A. a product
B. a service
C. a bundled product
D. a bundled service
E. an experience
The food industry has responded to concerns regarding children’s health by
A. providing healthier meal options for kids.
B. removing diet sodas and replacing them with diet and other healthier drinks on
menus.
C. committing to advertising healthy dietary choices to children under 12.
D. a and b
E. all of the above