Procter & Gamble markets Cheer detergent to young singles and couples and Tide
detergent to families. Procter & Gamble is using a(n)_____ targeting strategy for
laundry detergents.
a. multiuse
b. differentiated
c. stratified
d. undifferentiated
e. concentrated
The time lag between the performance of marketing activities and their results:
a. limits the marketing manager’s ability to measure the effectiveness of marketing
activities. b. facilitates the ability to measure performance.
c. increases the chance of accurate measurement.
d. limits the amount of money to be spent on measurement.
e. increases the likelihood of having a successful marketing mix.
Rachel is considering advertising her new restaurant on the radio to attract more
customers. She knows that in order to attract listeners’ attention on the radio it will be
important for her to:
a. use a high level of repetition.
b. buy a really long time slot to get all the information in.
c. be both informal and conversational in tone.
d. use a quick speaker to attract attention to the commercial.
e. say the restaurant’s name and location three separate times.
When a customer is aware that a brand exists and considers it a possibility if his
preferred brand is out, he exhibits brand _____.
a. loyalty
b. insistence
c. preference
d. acknowledgement
e. recognition
Marketing activities are:
a. used by all sizes of organizations including for-profit, nonprofit, and government
agencies.
b. limited to use by larger for-profit and nonprofit organizations.
c. implemented only to increase profits for the organization and to expand the scope of
its customer base.
d. used by all types and sizes of businesses but are not used by nonprofit organizations.
e. used by small businesses and small nonprofit organizations the most.
Companies that compete for the same limited financial resources of the same customers
are known as competitors.
a. oligopolic
b. total budget
c. generic
d. product
e. brand
If a person’s interest in the product category is ongoing and long term, it is referred to as
situational involvement.
a. True
b. False
Which of the following provides protection for and regulates brand names, brand
marks, trade names, and trademarks?
a. Lanham Act
b. Clayton Act
c. Robinson-Patman Act
d. Sherman Antitrust Act
e. Celler-Kefauver Act
Periodic discounting is often predictable, and therefore consumers wait to make
purchases so that they can benefit from the price reductions.
a. True
b. False
Scenario 15.2
Use the following to answer the questions.
The manufacturers of Whizz, a new laundry detergent, are developing their promotional
plan for the first year. They know they want to use an integrated communications
strategy and are considering the use of advertising through
TV and magazines, coupons, public relations, sales promotion, and viral marketing.
They are not sure when to use each of these methods however, and have asked for your
advice.
Refer to Scenario 15.2. If the manufacturers of Whizz were to partner with Whirlpool to
place a bottle of Whizz in each new washer that is purchased during the first year, this
would be an example of:
a. buzz marketing.
b. sales promotion.
c. viral marketing.
d. word-of-mouth promotion.
e. loyalty marketing.
Elements that help create brand equity include all of the following except brand _____.
a. quality
b. associations
c. loyalty
d. recognition
e. awareness
Scenario 10.4
Use the following to answer the questions.
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the
company chose drink boxes that did not need refrigeration. The boxes were only sold in
shrink-wrapped sets of six. Single boxes were not available at grocery stores or
convenience markets. Once the Silk chocolate product was selling well, they also began
offering the Silk Soymilk vanilla flavor in the same type packaging. The Silk Soymilk
brand, logo, and look of the boxes were the same as its larger half-gallon versions. The
only difference in packaging style was the brown color for chocolate milk and the color
white for vanilla. If Silk Soymilk were to begin offering Silk Soymilk Chocolate Ice
Cream Bars, this would be an example of .
a. a product line extension
b. individual branding
c. a brand extension
d. a private distributor brand
e. co-branding
The United States Postal Service works hard to get priority mail from the sender to the
recipient as quickly as possible in order to compete with companies such as UPS and
FedEx. The postal service is competing with UPS and FedEx in terms
of______________.
a. cycle time
b. order processing
c. turn-around time
d. shipping time
e. transportation