A popular branding strategy involves , an agreement in which a company permits
another organization to use its brand on other products for an authorizing fee.
a. brand licensing
b. brand extensions
c. dual-branding
d. co-branding
e. cooperative branding
A differentiated targeting strategy is when the organization targets two or more markets
by developing a single marketing mix.
a. True
b. False
Stars are profitable products that usually generate more cash than is required to
maintain share.
a. True
b. False
are those consumers who construct their own media outlets, such as blogs, podcasts,
consumer-generated videos, and wikis.
a. Creators
b. Critics
c. Collectors
d. Joiners
e. Spectators
When a product experiences an increase in the number of competitors, it is usually in
the growth stage of the product life cycle; however, when that competition becomes
intense, it is in the stage.
a. introduction
b. branding
c. decline
d. maturity
e. adoption
A furniture manufacturing firm is most likely to use company events, staff, and
products.
a. Scribd
b. LinkedIn
c. Skyrockt
d. Flickr
e. East of the Web to market themselves visually by displaying snapshots of
Ethan is an operations unit manager for Morningstar Foods. When developing his
monthly budget, he has identified the following costs: Overhead at $120,000;
Packaging at $70,000; Advertising at $60,000; Salaries at $400,000; Food production at
$90,000, and Distribution at $22,000. The fixed costs in this situation would be:
a. overhead, packaging, advertising, salaries, food production, and distribution
b. overhead, packaging, advertising, salaries, and distribution
c. overhead, advertising, distribution, and salaries
d. packaging and distribution
e. food production
The following are all guidelines for questionnaire construction that support ethical
marketing research except to
_____.
a. allow the interviewer to introduce him/herself by name b. indicate that this is a
marketing research project
c. explain that no sales will be involved
d. state the likely duration of the interview
e. keep the name of the research company confidential
Patronage motives influence where one purchases products on a regular basis.
a. True
b. False
Which of the following modes of transportation are used when containers are shipped
by piggyback?
a. Railroads and airways
b. Trucks and airways
c. Pipelines and trucks
d. Waterways and railroads
e. Railroads and trucks
Which of the following is not a reason why the proportion of promotional dollars spent
on sales promotion has increased in recent years?
a. Retailers have become more powerful compared to manufacturers and are demanding
more trade sales promotion efforts.
b. Due to increased focus on value, consumers are more responsive to promotional
offers.
c. The greater emphasis on improving long-term performance has resulted in an
increased use of sales promotion methods.
d. Sales promotions aimed at convincing customers to change brands are more effective
because of decline in brand loyalty in general.
e. Consumers are more responsive to price discounts and point-of-purchase displays.