The U.S. Army recruits soldiers based on the slogan, “An army of one,” implying that
people can reach their full
personal potential in the U.S. Army. In accordance with Maslow’s hierarchy of needs,
this is an appeal to the _____ needs.
a. safety
b. esteem
c. self-actualization
d. physiological
e. social
Jenny plans to buy a new swimsuit for her spring break cruise. She has not seen this
year’s styles and thus will do some comparison shopping before making a purchase
decision. Jenny is engaging in:
a. routinized response behavior.
b. extended decision making behavior.
c. limited decision making behavior.
d. impulse buying.
e. intensive problem solving.
Early adopters are the first group of consumers to adopt a new product.
a. True
b. False
Which of the following statements applies to media planning?
a. Characteristics of the product are the most important consideration in selecting the
media for a campaign.
b. The message content affects the types of media used for an advertising campaign.
c. The location of the advertising target is irrelevant in media planning.
d. Total media dollars spent on advertising have decreased over the last 30 years.
e. Regardless of the message to be conveyed, newspapers are one medium that is
appropriate for almost any circumstances.
The maker of Huggies diapers is developing a media plan that involves trying to expose
its target audience to its new advertisement about ten times. This is advertising .
a. reach
b. repetition
c. frequency
d. targeting
e. exposure
In the context of the strategic planning process, the target market must be chosen after
the organization adapts its
marketing mix to meet the customers’ needs and preferences.
a. True
b. False
Europa Inc., a software company, has been successful in predicting what consumers
anticipate in new technological advances. The company specializes in developing
special graphic design software that other companies find hard to reproduce, thereby
giving Europa Inc. a competitive advantage over its rivals. This factor of Europa Inc.
exemplifies a .
a. benchmark
b. value proposition c. core competency
d. strategic vision
e. marketing opportunity
NAICS provides less information about service industries and high-tech products than
did the SIC system.
a. True
b. False
Companies that market products with similar features, benefits, and prices to the same
customer group are known as competitors.
a. generic
b. product
c. brand
d. total budget
e. monopolistic
The least important role of marketing channels is to make products available at the right
time at the right place in the right quantities.
a. True
b. False
The main problem with using the objective-and-task approach to setting an advertising
budget is that:
a. it is based on the idea that sales create advertising rather than advertising creates
sales.
b. it often results in overspending or underspending of the firm’s resources.
c. it does not achieve full potential in terms of stimulating demand.
d. the marketer may experience difficulty when trying to estimate accurately the level of
effort needed to achieve goals.
e. it is difficult to determine the objectives of the campaign.
Shaun is shopping with his dad to buy his first baseball glove for Little League. He
listens to his dad talk to the salesperson at the sporting goods store, watches him
examine the stitching in the glove and then rub his finger over the leather palm. Shaun’s
observations are part of his:
a. patronage motives.
b. attitude development.
c. purchasing evaluation.
d. consumer socialization.
e. consumer attitude.
Assume that Verizon Wireless is interested in studying the pricing expectations of its
customers. If the study calls for selecting at random 100 people from each of three age
groupings, a sampling technique would be used.
a. random
b. stratified
c. quota
d. area
e. experimental
The strategic planning process begins with:
a. the creation of a marketing mix that will satisfy the needs of a particular market.
b. the development of marketing objectives and marketing strategies.
c. an analysis of the marketing environment.
d. the selection of an appropriate target market.
e. the development of a marketing plan.
With prestige products, a firm will always be able to sell more at a lower price.
a. True
b. False
Advertising appropriations are largest for .
a. business products
b. convenience goods
c. high-priced products
d. specialty goods
e. books