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Which of the following is most likely an objective of informative advertising?
A) build brand preference
B) change customer perceptions of brand value
C) encourage customers to switch brands
D) suggest new uses for a product
E) keep the brand in customer minds during off-seasons
Answer:
One of the functions performed by a PR department is ________, which involves
building and maintaining relations with legislators and government officials to
influence legislation and regulation.
A) direct marketing
B) press relations management
C) investor relations management
D) lobbying
E) public affairs management
Answer:
Due to dropping sales, a company that manufactures soaps begins to sell them to
restaurants and hotels to extend their product's life. The soap manufacturer is in the
________ stage of PLC.
A) introduction
B) growth
C) maturity
D) decline
E) development
Answer:
BlueFin canned tuna has higher sales than its unbranded rival, even though the
unbranded tuna costs $0.45 less per can than BlueFin tuna. BlueFin most likely has
________.
A) an aggressive brand personality
B) high brand equity
C) no brand commitment
D) negative brand equity
E) low brand relevance
Answer:
________ marketing consists of activities undertaken to create, maintain, or change the
attitudes and behaviors of target consumers toward an organization.
A) Social network
B) Organization
C) Niche
D) Location
E) Concentrated
Answer:
Which of the following is a media measure?
A) consumer price index
B) GDP per capita
C) wholesale price index
D) click-through rate
E) human development index
Answer:
________ refer to sales promotion tools used to persuade resellers to carry a brand, give
it shelf space, promote it in advertising, and push it to consumers.
A) Point-of-purchase promotions
B) Frequency marketing programs
C) Trade promotions
D) Events
E) Coupons and inserts
Answer:
An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If
your body is your temple, build it one piece at a time." This ad uses the ________
execution style.
A) slice of life
B) lifestyle
C) fantasy
D) scientific evidence
E) personality symbol
Answer:
Which term refers to the general idea that will be communicated to consumers through
an advertisement?
A) advertising appeal
B) message strategy
C) consumer-generated message
D) creative concept
E) message execution
Answer:
Which of the following are value discipline strategies?
A) operational excellence, overall cost leadership, and differentiation
B) customer intimacy, operational excellence, and focus
C) employee relations, product leadership, and overall cost leadership
D) product leadership, customer intimacy, and focus
E) operational excellence, customer intimacy, and product leadership
Answer:
Which of the following is true with regard to price?
A) Historically, price has had the least perceptible impact on buyer choice.
B) Price is the least flexible element in the marketing mix.
C) Unlike product features and channel commitments, prices cannot be changed
quickly.
D) Price is the sum of all the values that customers give up to gain the benefits of
having a product.
E) Prices only have an indirect impact on a firm's bottom line.
Answer:
Refer to the scenario below to answer the following question(s).
The Treble Clef sells music books, musical instruments, and novelty gifts of a musical
nature. In recent years, owner Gary Zahn has served as the local representative of
several musical instrument manufacturers, providing a contact person for three local
schools. He sends a sample of a manufacturer's products to schools that request a
demonstration or presentation. "If we don't have it, we can definitely get it for you,"
Gary tells all Treble Clef visitors and customers.
Most walk-ins are particularly interested in a specific piece of sheet music from a
particular era or just browsing among the hundreds of music knick-knacks in the store.
Gary spends most of his time making presentations to beginners at the local schools and
making biweekly visits to the schools to deliver instruments, make minor repairs, or
pick up instruments to ship to the manufacturer for more complicated repairs.
After establishing a loyal customer base, Gary was convinced that a Treble Clef Web
site could benefit a variety of customers. He began with a simple Web site that provided
information about the store and the types of gifts and services available. The site
received so much response that Gary added a question-and-answer option. Questions
poured in, ranging from "Where can I get sheet music for 'Hello, Dolly'?" to "Do you
carry clarinet reeds?" to "My saxophone needs two new pads. When will you be at
Elmhurst School to repair it?" The Web site is now able to accept credit card orders, and
gifts can even be wrapped and shipped for no extra charge.
"This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive.
And our novelties sales have doubled!"
Which kind of Web site does Treble Clef use?
A) branded community Web site
B) corporate Web site
C) investor relations Web site
D) marketing Web site
E) online Web site
Answer:
Which of the following involves introducing less-expensive versions of established,
brand name products?
A) markup pricing
B) good-value pricing
C) time-based pricing
D) cost-based pricing
E) target profit pricing
Answer:
Describe how marketers can engage in social media.
Answer:
In ________, the producer marks the reduced prices directly on the label or package.
These offer consumers savings off the regular price of a product and are very effective
in stimulating short-term sales.
A) promotional products
B) coupons
C) cents-off deals
D) samples
E) rebates
Answer:
Effective positioning begins with ________.
A) pricing
B) diversification
C) differentiation
D) promotion
E) segmentation
Answer:
________ occurs when someone in the company identifies a need that can be met by
acquiring a specific product or service.
A) Solutions selling
B) Proposal solicitation
C) Problem recognition
D) Performance review
E) Real-time marketing
Answer:
A ________ is a group of products that are closely related because they function in a
similar manner, are sold to the same customer groups, are marketed through the same
type of outlets, or fall within given price ranges.
A) product line
B) line extension
C) private brand
D) multibrand
E) new brand
Answer:
Which of the following terms refers to a specific mix of human traits that may be
attributed to a particular brand?
A) brand perception
B) brand identity
C) brand personality
D) brand concept
E) brand equity
Answer:
Department stores such as Kohl's and Macy's practice high-low pricing by ________.
A) charging a constant, everyday low price
B) providing few or no temporary price discounts
C) increasing prices temporarily on select products
D) having frequent sale days for store credit-card holders
E) underpricing most consumer items
Answer:
Even when competing offers look the same, buyers may perceive a difference based on
________ differentiation.
A) image
B) people
C) price
D) channel
E) services
Answer:
Which of the following abilities would LEAST likely be measured when recruiting and
testing applicants for a sales position?
A) sales aptitude
B) organizational skills
C) accounting skills
D) analytical skills
E) personality traits
Answer:
Bias against bids made by American companies is an example of a(n) ________.
A) quota
B) tariff
C) boycott
D) nontariff trade barrier
E) exchange control
Answer:
Which of the following terms refers to a tax levied by a foreign government against
certain imported products?
A) embargo
B) tariff
C) excise
D) exchange control
E) quota
Answer:
Refer to the scenario below to answer the following question(s).
In the 1970s, Shipshewana was only a small town with a hardware store, a grain mill, a
shoe store, a small restaurant, and a grocery store. Over the next two decades, the small
town transformed into an international tourist attraction, attracting thousands of tourists
who were intrigued by the lifestyle of Shipshewana's largest populationthe Amish.
Ben and Mary Miller, having grown up within the Amish faith, decided to capitalize on
their town's popularity and their woodworking skills. Their shop, Indiana Wood, began
with a small display of handmade hickory rocking chairs, Ben Miller's specialty. But
within a few months, the display at Indiana Wood included picnic tables, flower boxes,
and small handmade novelty items. No other shop offers the same variety.
Mary Miller decorated the shop's display room with authentic Amish dcor and
eventually hired three Amish friends to sew and embroider napkins and other textiles as
customers had requested such items. In addition, two women from the Amish
community sought permission from the Millers to display home-baked pastries and
jellies on Tuesdays and Wednesdays, when Shipshewana attracts swarms of visitors to
its flea market on the south edge of town. The Millers also hired four more people to
help customers throughout the purchasing process and to provide the required
product-related information to the customers.
"Shipshewana is full of specialty shops," Mary Miller stated. "People don't come here to
buy things made in China or Taiwan. They want real, Amish-made goods."
Which of the following would be the most logical way for Indiana Wood to expand?
A) establishing an online presence
B) pursuing retail convergence
C) implementing RFID inventory tracking
D) establishing a community-gathering environment in the store
E) joining a producers' cooperative
Answer:
To measure the ________ effects of an ad after it has aired, the advertiser can evaluate
how the ad affected consumer recall, product awareness, and preference.
A) sales
B) profit
C) communication
D) continuity
E) associativity
Answer:
Bruno Servers has decided to decrease its prices on its popular higher-range servers.
The company can reasonably expect ________ to increase.
A) fixed costs
B) variable costs
C) demand
D) additional value
E) overhead costs
Answer:
In order to avoid shortsightedness, today marketers are moving toward viewing
communications as managing the ________ over time.
A) organizational culture
B) nonpersonal communication channels
C) word-of-mouth influence
D) customer relationship
E) product life cycle
Answer:
A marketer making decisions about the headline, copy, illustration, and colors for a
print ad is determining the message ________.
A) structure
B) content
C) medium
D) channel
E) format
Answer:
Rather than challenging head on, a challenger can make a(n) ________ attack on the
competitor's weaknesses or on gaps in the competitor's market coverage.
A) bypass
B) frontal
C) indirect
D) guerrilla
E) pre-emptive
Answer:
Which of the following factors has most likely contributed to the rapid growth of sales
promotion, particularly in consumer markets?
A) declining interest in quality
B) declining advertising efficiency
C) rising hostility toward large firms
D) increasing popularity of e-procurement
E) increasing number of international firms
Answer:
