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Research on brand personality identified six brand personality traits. These include
sincerity, excitement, competence, ruggedness, charm, and sophistication.
Attitudes are formed by values and beliefs. Cultural and personal values help form
attitudes.
Marketing dashboard is a comprehensive system providing managers with
up-to-the-minute information necessary to run their operation.
The two primary advantages of brand connections for customers are that they connect
information with a brand they know rather than sort through information on unfamiliar
brands, and strong brands generate a more positive attitude toward the product.
While it is important to be a good listener, it is more important that salespeople are
skillful communicators.
ABC Corp. is the No. 1 leader in its industry. It will probably use comparative
advertising to reach its audience.
Companies with a well-known brand and a loyal customer base spend less on
advertising than companies with an unknown brand and low customer loyalty. This is
an example of how brand loyalty can influence strategy. Since customers make brand
connections, marketing managers generally want to extend the brand to new products,
no matter how well they fit with the existing perception of the brand as long as the
extension is into a profitable category.
Causal research is useful for identifying characteristics of a target market or
determining how customers use a product.
One of the advantages of using time-series analysis to forecast sales is that it is
objective and inexpensive.
While popular with consumers, vending machines are not particularly profitable.
XYZ Nutritional Supplements is conducting an online focus group to learn more about
the nutritional habits of senior citizens and the underlying causes of these behaviors.
They are having problems because many of the members of their target market do not
own computers or are not savvy enough to understand how to access the focus group.
This is an example of the _________ problem that companies who use online focus
groups face.
A. Access limitation
B. Identity verification
C. Environmental control
D. Family issue
E. Qualification
Early in the maturity phase of the PLC, the product reaches its ________ distribution
with respect to the variety of outlets targeted.
A. Minimum
B. Stable
C. Maximum
D. Selective
E. None of these
The three main types of buying situations can be characterized as ___________.
A. Straight rebuy, mid-level rebuy, and planned purchase
B. Straight rebuy, modified rebuy, and new purchase
C. Adapted rebuy, modified rebuy, and new purchase
D. Buy, rebuy, and adapted rebuy
E. Adapted rebuy, straight rebuy, and expected rebuy
Maslow's Hierarchy of Needs Theory suggests that humans have wants and needs that
influence their behavior. People advance to the next level only if the lower needs are
met. The order of the needs is ____________.
A. Safety, physiological, love/social, self-esteem, self-actualization
B. Safety, love/social, physiological, self-esteem, self-actualization
C. Physiological, love/social, safety, self-esteem, self-actualization
D. Physiological, safety, love/social, self-esteem, self-actualization
E. Physiological, safety, self-esteem, love/social, self-actualization
The motivating force for suppliers to work with large chain stores is that the stores can
offer huge ______________ in the form of writing big orders.
A. Coercive power
B. Reward power
C. Expert power
D. Referent power
E. Legitimate power
A company considers _________ as a factor when creating a market information
system.
A. Information needs
B. Technology needs
C. Flexibility
D. Diversity
E. Market intelligence
Firms that have an objective of utilizing pricing to communicate positioning use a
_______ strategy.
A. Penetration pricing
B. Price skimming
C. Target ROI
D. Competitor-based pricing
E. Value pricing
LMN Spirits created a digital nightclub as a way to reach younger customers in
Generation X and Generation Y. It felt that this second-life hangout would positively
influence the value of its brand. However, it did not verify the ages of users and created
a national stir when it was discovered that up to 30 percent of the users were under the
legal drinking age of 21. Its failure to meet the industry's ethical guidelines about
promoting products to minors led to a sharp decrease in the value of LMN's brand. This
is an example of the ______ limitation of branding.
A. Lack of meaningful differences among products
B. Failure to persuade the customer
C. Failure to overcome poorly designed products
D. Failure to protect the brand
E. Lack of brand-worthy communications
Nickelodeon and Marriott partnered to create a kid-friendly chain of vacation-oriented
hotels. This is an example of a(n) _____ type of co-branding relationship.
A. Co-location
B. Multiple company venture
C. Joint venture
D. Internal brand combination
E. Merger
Heinz recently changed the shape of its ketchup packages from a pouch to a tub because
product testing revealed that the tubs created less mess for consumers. This is an
example of the ______ objective of packaging.
A. Usage promotion
B. Aesthetic
C. Communication
D. Harmony
E. Protection
Combining all the products offered by a company is called the ___________.
A. Product combination package
B. Product mix
C. Product profile
D. Product standardization
E. Product function
Total demand is a function of three separate situations, which can be described as
___________.
A. New, ideal, and impulse purchases
B. New, repeat, and replacement purchases
C. New, repeat, and impulse purchases
D. New, impulse, and replacement purchases
E. New, convenient, and impulse purchases
A SWOT analysis should not ________.
A. Analyze the competition
B. Look at internal strengths
C. Include factors from the situation analysis
D. Identify natural factors
E. Suggest solutions to problems
______________ is not an output measure.
A. Number of orders
B. Total number of calls
C. Number of active accounts
D. Number of lost accounts
E. Average size of orders
The approach of _____ is heavily used during the growth and early maturity stages of
the PLC.
A. Competitive advertising
B. Comparative advertising
C. Pioneering advertising
D. Both competitive advertising and comparative advertising
E. Both competitive advertising and pioneering advertising
A marketing manager using VALS is interested in ____________ segmentation.
A. Geographic
B. Psychographic
C. Geodemographic
D. Occasion
E. Benefits sought
One rationale for establishing a price skimming objective is that _______________
lends status to a product or brand by virtue of a price relatively higher than the
competition.
A. Product line pricing
B. Captive pricing
C. Price bundling
D. Reference pricing
E. Prestige pricing
The goal to ____________ lets a customer know that Hilton has opened a new property
in Tahiti.
A. Interest
B. Action
C. Persuade
D. Inform
E. Remind
The early and late majority make up _________ of all adopters of a product.
A. One-third
B. One-half
C. Two-thirds
D. Three-quarters
E. None of these
