65)
________ markets consist of companies that buy products or services to use in their own businesses
or in making other products.
65)
A)
Business–to–business (industrial)
B)
Indirect
C)
Reseller
D)
Institutional
E)
Consumer
66)
Mini–Case Question. J&J is interested in launching a new line of skin care products for the female
“tween” market, that is, girls between eight and twelve years of age. They decided to use U.S.
Census data to help them determine the absolute size of this market. What type of research is this?
66)
A)
public
B)
direct
C)
secondary
D)
primary
E)
indirect
67)
Procter & Gamble has sales of almost $50 billion and spends more than $4 billion on advertising
every year. Their corporate brand value is estimated to be more than $107 billion. In terms of key
players in marketing, which one does Procter & Gamble represent?
67)
A)
distributor
B)
media
C)
supplier or vendor
D)
agency
E)
marketer
68)
Which of the following is NOT considered a main type of market?
68)
A)
reseller
B)
media
C)
business–to–business (industrial)
D)
consumer
E)
institutional
69)
Which of the following is a function included in a full–service agency?
69)
A)
account management
B)
account planning
C)
creative services
D)
media planning and buying
E)
all of the above
Explanation:
70)
________ refers to how consumers see a brand relative to the other brands in the category.
70)
A)
Perception
B)
Positioning
C)
Segmentation
D)
Targeting
E)
Differentiating
Explanation:
71)
The percentage of the total market in a product category that buys a particular brand is known as
________.
71)
A)
market segment
B)
share of voice
C)
share of market
D)
consumer market
E)
industrial market
Explanation:
Explanation:
72)
The process of identifying groups within the market whose needs and wants intersect with the
product and its features is known as ________.
72)
A)
research
B)
differentiation
C)
setting objectives
D)
positioning
E)
segmentation
73)
Intel manufactures computer chips that are part of several personal computer manufacturers’
finished product. Intel and the computer manufacturers realized that customers valued Intel
computer chips due to their superior quality and reliability and began asking whether or not the
computer they were considering purchasing contained an Intel computer chip. As a result, Intel
and computer manufacturers started communicating in their marketing communications that
there’s “Intel Inside.” This is an example of ________.
73)
A)
ingredient branding
B)
component branding
C)
supply chain branding
D)
secondary branding
E)
primary branding
74)
Peter purchased an inexpensive necklace from a department store to give to his sweetheart, Julie,
on Valentine‘s Day. He didn’t want her to know that he did not spend very much for the jewelry, so
he put it in a box he had from an upscale jewelry store that sells only expensive items. When Julie
unwrapped her gift, she was excited to see that it came from this store and absolutely loved the
necklace Peter gave her. Which key concept of marketing does this illustrate?
74)
A)
branding
B)
marketing concept
C)
added value
D)
exchange
E)
distribution
75)
In which type of market do businesses spend most of their advertising dollars?
75)
A)
institutional
B)
channel
C)
reseller
D)
consumer
E)
business–to–business (industrial)
76)
Which of the following is NOT a media vehicle typically used by wholesalers?
76)
A)
trade papers
B)
direct mail
C)
television
D)
catalogs
E)
all of the above are typically used by wholesalers
77)
Puma sells its edgy designs to trendy retailers but also sells its more mainstream products in stores
such as Foot Locker. Which marketing mix element does this strategy illustrate?
77)
A)
price
B)
promotion
C)
place
D)
branding
E)
product
78)
What is the first step in the marketing process?
78)
A)
Set objectives for the marketing effort.
B)
Assess consumer needs and wants relative to the product, segment the market into groups
that are likely to respond, and target specific markets.
C)
Research the consumer market and the competitive marketplace and develop a situation
analysis.
D)
Develop the marketing mix strategy.
E)
Differentiate and position the product relative to the competition.
79)
Which of the following types of businesses is NOT considered part of the distribution chain?
79)
A)
brokers
B)
dealers
C)
wholesalers
D)
vendors
E)
retailers
80)
Amco, In.C manufactures small electronic components that become integral parts of the electronic
systems in automobiles. Amco does not sell directly to auto manufacturers, but rather through
brokers that are involved in selling the components to the auto manufacturers. Additionally,
another company is employed to deliver the goods. All of these organizations are part of the
________ in getting electronic component parts to the automobile manufacturers.
80)
A)
marketing network
B)
supply chain
C)
marketing chain
D)
logistics chain
E)
distribution network
81)
The multitude of products that consumers can purchase at drug and grocery stores are known as
________ goods.
81)
A)
end–user
B)
shopping
C)
inexpensive
D)
package
E)
everyday
82)
Which marketing element includes personal selling, advertising, public relations, sales promotion,
direct marketing, events and sponsorships, point–of–sale and the communication aspects of
packaging?
82)
A)
promotion
B)
branding
C)
product
D)
price
E)
place
83)
Which of the following measures the financial value the brand contributes to a company?
83)
A)
copyright
B)
brand identity
C)
trademark
D)
brand equity
E)
brand image
D
84)
Which marketing communication tool uses face–to–face contact between the marketer and a
prospective customer?
84)
A)
advertising
B)
personal sales
C)
sales promotion
D)
public relations
E)
customary marketing
B
A
85)
Your parents own a small business and have asked for your assistance in advertising. Your father
has done some advertising on local television that was not very effective, but he doesn’t want to
spend money on someone to “tell me what I already know.” You know there are benefits to hiring
an agency, and you are trying to convince your father that he should hire an advertising agency to
assist in his advertising efforts. You tell your father several benefits. Which of the following is NOT
a benefit of hiring an agency?
85)
A)
Agencies will charge you only for the work based on the increase in sales you experience.
B)
Agencies can provide tailored management of all advertising activities and personnel.
C)
Agencies have experienced staffing.
D)
Agencies provide specialized services.
E)
Agencies provide objective advice.
86)
According to a 2007 Business Week article, which company represents the top global. brand in terms
of brand equity?
86)
A)
Aflac
B)
Kellogg
C)
Eli Lilly
D)
UPS
E)
Coca–Cola
87)
Mini–Case Question. Which promotion strategy is J&J pursuing primarily?
87)
A)
pull
B)
combination
C)
push
D)
direct
E)
indirect
88)
The goal of marketing is to match a product’s availability to ________.
88)
A)
the competition’s availability
B)
the consumers’ needs, desire, or demand for the product
C)
the company’s production capabilities
D)
the previous year‘s level of sales
E)
the legal limits with respect to productivity
89)
Which of the following is NOT a reason media–buying services agencies are in high demand?
89)
A)
The cost of maintaining a competent media department has escalated.
B)
Media has become more complex as the number of choices grows.
C)
Media–buying services often buy media at a low cost because they can group several clients’
purchases together to develop substantial buying power.
D)
All of the above are reasons media–buying services agencies are in high demand.
E)
Technology has made this function very complicated.
90)
In marketing theory, every contribution from the supply chain adds ________ to the product.
90)
A)
value
B)
ingredients
C)
costs
D)
convenience
E)
complexity
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
91)
You just interviewed for a job with Dial, In.C and learned that they are looking for
someone who will call on grocery, drug, and convenience stores to sell and service Dial’s
health and beauty aid items to these types of retailers. What type of personal selling does
this represent?
91)
92)
Andy has conducted extensive research in the marketing process, and now he has some
key strategic decisions to make. Name and describe these decisions.
92)
93)
Explain how Puma communicates its brand image to consumers.
93)
94)
Define the marketing concept and when it is used.
94)
95)
Carol is a management supervisor for AMM&N, Inc. advertising agency. She is meeting
with a small manufacturer of a frozen line of Mexican dinners who wants to start
advertising their products but is not sure that they should hire an advertising agency to
assist them. What should Carol tell them to convince them that hiring an advertising
agency would be beneficial for them?
95)
96)
Mini–Case Question. Gore–tex hired an advertising agency to assist the company in its
efforts. The agency purchased $100,000 in media for Gore–tex and was compensated
through the standard media commission rate. How much did the agency bill Gore–tex for
this work?
96)
97)
Mini–Case Question. Which key concept in marketing is illustrated by Gore–tex’s desire to
create a special meaning for it, and how can advertising help accomplish this?
97)
98)
You just graduated from college and started working at a consumer packaged goods
manufacturer. Your first assignment is to develop the marketing strategy for a new
product extension of an existing brand Where do you begin?
98)
99)
Describe the evolution of Procter & Gamble’s Ivory soap.
99)
100)
Maria started working at a large advertising agency after graduating with a degree in
advertising. Her job title is assistant account executive. Describe what she does.
100)
101)
Blenco. Inc. is a manufacturer of frozen breakfast products, such as biscuits, pancakes, and
waffles. Blenco does not spend any money on consumer advertising or promotions, but
rather concentrates its promotion budget on intermediaries in the channel of distribution.
What promotion strategy is Blenco pursuing and which promotion tools are most
appropriate for implementing this strategy?
101)
102)
Amanda is a marketing major interested in a career in advertising and wants to work at an
advertising agency. She does not have any aptitude, talent, skill, or training to be involved
in the creative aspects of advertising, but she feels she can still work in this business. Name
and describe the functions of a full–service agency in which Amanda could apply her
marketing knowledge and skills.
102)
103)
Nike is an international brand with a distinctive brand image. Name and describe the four
important categories of key players involved in the marketing of this brand.
103)
104)
Mini–Case Question. Manufacturers of apparel products using Gore–tex include that
information on their product labels as well as in their advertising. What is this known as,
and why do these manufacturers do this?
104)
105)
What makes Krispy Kreme such a hit with its customers?
105)
106)
Compare and contrast an advertisement for Neutrogena brand of skin care products
developed by the manufacturer and one developed by a retailer that sells these products.
106)
107)
Explain why someone would rather have a Rolex watch than a Timex watch, which is as
reliable as a Rolex but considerably less expensive?
107)
108)
When Dell computer indicates in its ads and on its computer boxes “Intel inside,” what
type of branding is this, and why does Dell do this?
108)
109)
Frank is a partner in a media–buying service, which is a type of advertising agency that
specializes in the purchase of media for clients. Frank contacts major national advertisers
and tries to convince them to separate the media planning and buying function from the
other functions performed by their full–service advertising agencies and is having quite a
bit of success. Several of his clients include manufacturers of multiple brands that have
“unbundled” the media function from their various agencies–of–record and pooled the
media planning and buying function together as well as several full–service advertising
agencies that contract out this function to Frank’s agency. Why do you think Frank’s
media–buying service is in high demand?
109)
110)
Bob is a brand manager at a large consumer packaged goods company. Describe his
responsibilities.
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
The channel of distribution refers to the complex network of suppliers who produce components
and ingredients that are then sold to the manufacturer.
111)