Chapter 02 – The Role of IMC in the Marketing Process
75. (p. 56) 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:
76. (p. 56) 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:
Chapter 02 – The Role of IMC in the Marketing Process
77. (p. 56) Which of the following would constitute a positioning strategy focusing on the
competitor?
78. (p. 56) 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:
Chapter 02 – The Role of IMC in the Marketing Process
79. (p. 56) The use of comparative advertising has become more and more common. Which of
the following positioning strategies does this reflect?
80. (p. 56) 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:
Chapter 02 – The Role of IMC in the Marketing Process
81. (p. 56) The use of the gecko lizard in the Geico Direct insurance company commercials
indicates a positioning strategy based on:
82. (p. 57) _____ involves altering or changing a product’s or brand’s position.
Chapter 02 – The Role of IMC in the Marketing Process
83. (p. 57) _____ is often difficult to accomplish due to previously entrenched attitudes toward
the product or brand.
84. (p. 57) 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:
Chapter 02 – The Role of IMC in the Marketing Process
85. (p. 57) 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:
86. (p. 57) 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.
Chapter 02 – The Role of IMC in the Marketing Process
87. (p. 59) _____ is a bundle of benefits or values that satisfies the needs of consumers.
88. (p. 59) The meaning a consumer attributes to a product or brand and what he or she
experiences in purchasing it is known as:
Chapter 02 – The Role of IMC in the Marketing Process
89. (p. 59) _____ 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.
90. (p. 59) _____ consists of the combination of the name, logo, symbols, design, packaging,
and image of associations held by consumers.
Chapter 02 – The Role of IMC in the Marketing Process
91. (p. 59) How does strong brand equity benefit the seller?
92. (p. 59) _____ 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.
Chapter 02 – The Role of IMC in the Marketing Process
93. (p. 60) The marketing mix variable that deals with what a consumer must give up to
purchase a product or service is:
94. (p. 60) When developing a _____, costs, competition, demand factors, and perceived value
must be taken into consideration.
Chapter 02 – The Role of IMC in the Marketing Process
95. (p. 60) Promotional expenditures on advertising, sales promotion, and personal selling:
Chapter 02 – The Role of IMC in the Marketing Process
96. (p. 60) Which of the following statements about the interaction of pricing with advertising
97. (p. 61) Marketing _____ are the set of interdependent organizations involved in the process
of making a product or service available for consumption.
Chapter 02 – The Role of IMC in the Marketing Process
98. (p. 61) 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):
99. (p. 61) Hunter ceiling fans are sold to retailers who then sell them to ultimate consumer. The
manufacturer of Hunter ceiling fans is using a(n):
Chapter 02 – The Role of IMC in the Marketing Process
100. (p. 61) ______ are programs designed to persuade the retailer to promote a manufacturer’s
products.
101. (p. 61) 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:
Chapter 02 – The Role of IMC in the Marketing Process
102. (p. 61) 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:
103. (p. 62) With _____, advertising expenditures and promotional efforts are directed toward
the ultimate consumer.
Chapter 02 – The Role of IMC in the Marketing Process
104. (p. 62) 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:
105. (p. 62) A company with a limited promotional budget and few funds for advertising and
promotion is likely to use: