Which of following qualities is the least valued in a salesperson?
a. knowledge of competitor products
b. product knowledge
c. presentation ability
d. reliability
e. professionalism
Which of the following is NOT a trait shared by the world’s strongest brands?
a. The brand excels at delivering the benefits customers truly desire.
b. The brand stays relevant.
c. The pricing system is based on consumers’ perceptions of value.
d. The brand relies on mass media advertising to satisfy the brand’s positioning strategy.
e. The brand portfolio and hierarchy make sense.
Margaret notices a television commercial because of the loud sounds. This is an
example of _____.
a. exposure
b. involuntary attention
c. nonvoluntary attention
d. voluntary attention
e. interpretation
Brand associations can be shaped and equity enhanced through marketing
communications that associate the brand with people, places, and ‘things’ that are
available to consumers. This approach is known as the _____.
a. speak-for-itself approach
b. message-driven approach
c. leveraging approach
d. culturally constituted approach
e. meaning transfer approach
The ratio of a specific brand’s ad expenditures to the total product category ad
expenditures is known as _____.
a. share of market (SOM)
b. share of communication (SOC)
c. share of voice (SOV)
d. share of advertising (SOA)
e. share of state (SOS)
Jessica is 10 years old. To marketers, she is classified as a _____.
a. kid
b. teenager
c. toddler
d. buster
e. tween
A clear progression is implied from initial cognition, to affection, to _____.
a. assimilation
b. conation
c. decoding
d. acquisition
e. None of these are correct.
A performer’s Q score is a function of _____.
a. likability and attractiveness
b. expertise and trustworthiness
c. familiarity and popularity
d. physical attractiveness and popularity
e. familiarity and respect
Social media sites can provide all of the following types of marketing information
except _____.
a. consumer feedback
b. market share
c. brand sentiment
d. product improvement ideas
e. competitive insights
Marketers can enhance the consumers’ ability to access knowledge structures by _____.
a. using loud music
b. using colorful ads
c. employing verbal framing
d. repeating brand information
e. increasing curiosity about the brand
Which of the following activities should be included in an anti-rumor campaign?
a. Deciding the specific points in the rumor that need to be refuted
b. Emphasizing that the rumor is untrue or unfair
c. Picking appropriate media and vehicles for delivering the anti-rumor message
d. Selecting a credible spokesperson to deliver the message on the company’s behalf
e. All of these are correct.
Which of the following is an example of cause-related marketing?
a. A bank donating $10 to the March of Dimes every time someone opened a new
account
b. A brokerage firm sponsoring a golf tournament
c. A music store underwriting a rock concert
d. A sporting goods manufacturer supporting an environmental protection program
e. All of these are correct.
Generally speaking, consumers are more responsive to _____ rewards.
a. immediate
b. delayed
c. hedonistic
d. utilitarian
e. monetary
Which of the following is NOT a type of consumer-oriented promotion?
a. allowances
b. price-off promotion
c. bonus packs
d. premiums
e. continuity programs
When firms choose to reduce advertising expenditures if a brand is performing well or
during periods of economic recession, this is referred to as _____.
a. disinvesting
b. disintermediation
c. divesting
d. discharging
e. harvesting
Many private-label products possess levels of quality that are equivalent to
manufacturers’ national brands.
Effective advertising takes the consumer’s view.
Brand recall reflects a relatively superficial level of awareness, whereas brand
recognition indicates a deeper form of awareness.
Assume someone who owns seven department stores has hired you as her consultant.
Explain how she would benefit by implementing database marketing.
Salespeople prospect for clients using both internal company sources and external list
sources.
Account managers are the voice of the customer.
The vast majority of manufacturers use sampling as part of their marcom programs for
purposes of generating trial or retrial and leveraging trade support.
The Internet has become an increasingly important venue for conducting promotions.
In pupillometric tests, greater dilation means a more favorable response to the message.