Bus 312 Final
Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities
Internet
Which of the following statements is most likely true of public relations?
It can have the same impact on public awareness as advertising at much lower costs
Which of the following is an example of audiovisual material used by PR professionals?
online video
Which of the following is true with regard to prospecting?
Salespersons identify qualified potential customers
Walmart, Costco, and Southwest Airlines serve customers who want reliable, good-quality products or services that are also reasonable and easily available. These companies are all known for pursuing a value discipline known as
operational excellence
Which of the following media options would be the LEAST costly for Second Avenue's promotional efforts?
periodic advertising in a local newspaper that follows a pulsing schedule
The advertisements that use the Aflac duck or the GEICO gecko are using the message execution style of
personality symbols
Which of the following advertising situations would LEAST likely be considered "puffery"
a retired couple drinking a vitamin and protein shake and then going bicycling
Richard, a salesperson, works for Wellington Steelworks. After researching a qualified lead, Richard is preparing opening lines for meeting the customer for the first time. Which step of the selling process is he about to enter
approach
Encouraging customers to switch brands is most likely the objective of ________ advertising
persuasive
Boson Corp. is introducing consumers to its new car with the help of an advertisement campaign. This introductory campaign most likely aims to affect the ________
awarness
Which of the following is part of an internal green marketing program
biodegradable packaging
Product placement in television programs and movies is an example of
branded entertainment
In Chinese, the KFC slogan "finger-lickin' good" came out as "eat your fingers off." And Motorola's Hello-moto ringtone sounded like "Hello, Fatty" in India. Which of the following strategies can be used to avoid such mistakes?
communication adaptation
Kodak's film business didn't lose out to direct competitor Fujifilm; it lost out to Sony, Canon, and other digital camera makers, along with a host of digital image developers and online image sharing services. This is an example of ________.
competitor myopia
A company can become so ________ centered that it loses its even more important focus on maintaining profitable ________ relationships
competitor; customer
Xerox Corporation's Equipment Remanufacture and Parts Reuse Program converts end-of-life office equipment into new products and parts. This not only helps sustain the environment, but it is also highly profitable for the company. This practice is an example of a ________.
cradle-to-cradle practice
Nike inadvertently offended Chinese officials when it ran an ad featuring LeBron James crushing a number of revered Chinese figures in a kung fu-themed television ad. As a result, Nike has to release a formal apology. This is an example of the impact of ________ on marketing strategy
culture
The marketing concept is a philosophy of
customer value and mutual gain
In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.
distinctive
HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is
encoding
Marketing communicators must be good at ________ messages that take into account how the target audience ________ them
encoding; decodes
Which of the following is an objective of persuasive advertising?
engage customers and create customer brand community
Right after closing, Joshua, a senior sales manager at Halcyon Technologies called up the customer to ensure that she was satisfied with Halcyon's products. By calling the customer, Joshua also wanted to ensure repeat business. In this instance, Joshua is in the ________ stage of the selling process.
follow-up
Essential-Beauty considers one of its most important competitors to be Look-Lovely, another marketer of high-end makeup and skin care products sold in drug stores. Based on this, it is most accurate to say that Look-Lovely and Essential-Beauty are both
in the same strategic group
India needs more imports of raw materials such as textiles, steel, and heavy machinery and fewer imports of finished textiles, paper products, and automobiles. In the context of industrial structures, India is most likely a(n) ________ economy
industrial
When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser
informative advertising
The Wii system, developed by Nintendo, with its intuitive motion-sensitive controller and interactive games, appealed not only to teen boys but also to their sisters, moms, dads, and even grandparents. This is a successful example of ________ marketing
innovative
An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.
lifestyle
Growing Green, a U.S. company that markets organic and environmentally friendly gardening and landscaping supplies and equipment, wants to expand the business internationally. Growing Green managers are currently examining the rules imposed by the WTO and the agreements made by NAFTA and the EU. In which stage of the international marketing process is Growing Green?
looking at the global marketing environment
Which of the following is one of the primary goals of reminder advertising?
maintain customer relationships
Sears and Holiday Inn encountered difficult times because they did not stand out as the lowest in cost, highest in perceived value, or best in service of their primary target market segment. Both companies are
middle-of the roaders
Cybertron Inc. was accused of deceptive pricing. Which of the following explains what most likely occurred
Cybertron advertised a large price reduction from a phony high retail list price.
With the help of ________ systems, consumers can avoid watching ads
DVR
Which of the following is being followed as a guiding principle by a company that produces and heavily markets cigarettes, with many promotions aimed at young (although legal age) nonsmokers
the philosophy that companies can do in good conscience whatever the market and legal systems allow
Consumer advocates call for additional consumer rights, including
the right to be well informed about important product aspects
The following quote best describes ________. "The marvels of modern technology include the development of a soda can which, when discarded, will last forever, and a car, which when properly cared for, will rust out in two or three years."
planned obsolescence
Jason has been recently hired as a salesperson by Matrix Inc., a company selling consumer durables. He is currently working on his first sales assignment. After identifying a good prospect, Jason is now learning everything about his prospect via online sources and common acquaintances. Which of the following stages of the selling process is Jason in?
preapproach
Samsung and Apple actively generate new ideas, relentlessly pursue new solutions, and quickly work to get new products to market. They serve customers who want state-of-the-art products and services, regardless of the costs in terms of price or inconvenience. Which of the following value disciplines is illustrated from this example?
product leadership
Proposals related to ________ include controlling the ingredients that go into certain products and packaging as well as reducing the level of advertising "noise."
quailtly of life
The National Pork Board developed "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage people to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?
rebuilding consumer interest in pork
Which of the following refers to a closing technique used by salespeople?
reviewing points of agreement
Bicycle helmets have low immediate appeal, but they tend to benefit consumers in the long run. This indicates that a bicycle helmet is an example of a ________
salutary
Dove wanted to do more than just sell its beauty care products. The company was on a quest to discover "real beauty" and help women be happy just the way they are. As a result, the Dove Campaign for Real Beauty was successfully launched in 2004. Which of the following types of marketing did Dove use?
sense-of-mission marketing
One look at a Pedigree ad or a visit to the Pedigree.com Web site confirms that the people behind the Pedigree Brand really do believe the "We're for dogs" mission. Associates are even encouraged to take their dogs to work. To further fulfill the "We're for dogs" brand promise, the company created the Pedigree Foundation, which along with the Pedigree Adoption Drive campaign, has raised millions of dollars for helping "shelter dogs" find good homes. This information indicates that Pedigree is practicing
sense-of-mission marketing
Second Avenue has just developed a 30-second television ad that features three different shoppers enthusiastically shopping in the store and appreciating its products. This ad uses the ________ execution style.
slice of life
Heineken beer is sold successfully in the same form around the world. Which of the following product strategies is illustrated in this example
straight product extension
John and Barb could have drawn attention to their services in several ways by using effective integrated marketing communications. Which of the following is NOT a part of an IMC strategy?
strategic planning
The BeautyShop, a manufacturer of skin care products, uses only plant-based materials for its cosmetic products. It supports several environmental protection movements and movements defending human rights. This accounts for the company's efforts to build good will and corporate social responsibility. This exemplifies the ________ concept
sustainable marketing
McDonald's marketing strategy during the last ten years has added healthy food options to its menu, phased out traditional artery-clogging trans fats, launched a major multifaceted education campaign, and addressed environmental issues. McDonald's current marketing strategy best exemplifies the ________.
sustainable marketing concept
Which of the following is a benefit of using blogs as marketing tools for companies?
Blogs can offer a fresh, original, personal, and cheap way to enter into consumer conversations
Which of the following is most likely to be the consequence of increased growth of global trade?
Foreign firms expand aggressively into new international markets
Which of the following characterizes emerging economies?
Industrialization typically creates a new rich class and a growing middle class, both demanding new types of imported goods
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In terms of the communication model, the medium of this ad is ________.
Ladies' Home Journal
Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?
Many public relations professionals see their jobs as communicating not brand building.
Which of the following statements is most likely true of market follower strategies
Market followers must keep manufacturing costs and prices low or product quality and services high
Which of the following is true about online direct marketing
Online direct marketing allows sellers to create immediate, timely, and personal offers
Which of the following statements is true regarding today's marketing communications
Today's consumers are better informed about products and services
Which of the following is true with regard to value selling?
Value selling refers to delivering superior customer value and capturing a fair return on that value
Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient?
a direct mail piece sent to selected students
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ____
Maybelline
Which of the following best explains why companies are adopting the team selling approach to service large, complex accounts
Products have become too complicated for one salesperson to handle a large company's needs
The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists and encourages them to distribute these samples to their patients and to inform the patients about advantages of using Crest. The manufacturer of Crest toothpaste is using ________.
a push stragegy
According to the "Privacy Promise to American Consumers" program, DMA members need to comply with which of the following consumer privacy rules?
agree to notify customers when any personal information is rented, sold, or exchanged with others
Brands in a market with many competitors and high advertising clutter must ________.
be advertised more heavily to be noticed in the marketplace
Runner Sprintz, a particular brand of shoes, has its own Web site, myrunnersprintz.com that welcomes consumers to "the Runner Sprintz Century," invites readers to post their Runner Sprintz stories, and offers a wide variety of shoes for direct purchase. The site even allows customers to individually design their own shoes and share them among their circles on the Web site. Which of the following best describes myrunnersprintz.com?
branded community
Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. They can also view videos Oscarz Aviation posts, as well as read and respond to blogs and ask questions. GoOscarzAv.com is an example of a(n)
branded community Web site
Kellogg ads in the United States promote the taste and nutrition of Kellogg's cereals versus competitors' brands. In France, where consumers drink little milk and eat little for breakfast, Kellogg's ads must convince consumers that cereals are a tasty and healthful breakfast. Which marketing strategy is being followed by Kellogg?
communication adaptation
Which of the following is a sociocultural factor that a company should consider before deciding to enter into a new country
consumer lifestyles, beliefs, and values
In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?
corporate identity materials
American Express will do almost anything to build long-term customer loyalty and to capture customer lifetime value. Which of the following competitive marketing strategies is being pursued by American Express?
customer intimacy
Essential-Beauty e-mailed a survey to a group of its most frequent, loyal customers. The survey asked what makeup and skin care characteristics were most important to them. The company's marketing staff then ranked the performance of Essential-Beauty products in each of these categories. Essentials was conducting a(n)
customer value analysis
Members of management at Growing Green, a company that markets organic and environmentally friendly gardening and landscaping supplies and equipment, are evaluating the benefits and disadvantages of indirect exporting, direct exporting, and licensing. In which stage of the international marketing process is Growing Green?
deciding how to enter the market
Cozy Country Market entered the candle business with a unique product: a line of candles made from soy that produces less smoke and lasts up to twice as long as other candles. The firm sold this unique product exclusively to a few niches. The candles were priced at twice the cost charged for normal candles. The product was also sold online and in unconventional outlets not dominated by market leaders. In this case, Cozy Country Market was using a(n) ________ against the market leaders
indirect attack
Delia's is a clothing retailer that targets teenage girls. The company runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using ________.
integrated marketing communication
Campbell Soup recently joined forces with Hong Kong-based Swire Pacific to form an entity called Campbell Swire to better distribute the company's soups in China. This is an example of ________.
joint ownership
Companies use secondary data, personal experience, and word of mouth to
learn about their competitors' strengths and weaknesses
A sales person of a manufacturing company has qualified a number of leads. Which of the following is most likely the next step in the selling process?
learning as much as possible about the qualified prospects
In Japan, Budweiser beer flows from Kirin breweries, and Moringa Milk Company produces Sunkist fruit juice. These are examples of ________.
licensing
Greener-grass Inc. is a lawn care company providing landscaping and lawn maintenance services to customers in and around Kansas City. The marketing team at Greener-grass carefully tracks the moves of competing companies, watching for shifting strategies and new promotions. The marketing team is also in constant touch with customers, using surveys and other feedback methods to find out what kind of services customers value the most. Greener-grass is most accurately described as having a ________ orientation.
market
Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardware.com?
marketing Web site
Computer mouse and interface device maker AdvTechPRO is only a fraction the size of software giant Terminal Time Software Inc. AdvTechPRO manufactures every variation of computer mouse imaginable (for left-handed people, wireless mice, shaped like actual mice, LED mice, etc.). Through skillful ________, the firm dominates the PC mouse market, with Terminal Time Software as its runner up.
niching
In the communication process, the more the sender's field of experience ________ that of the
overlaps with; effective
Josh received an e-mail stating that he had won a lottery of $500,000 from Lottors Corporation. The e-mail asked Josh to send his bank account details and social security number to transfer cash directly to his account. Josh did not remember buying any lottery tickets, and so was apprehensive about providing his bank details without verification. Which of the following is illustrated from this scenario?
phishing
Charlie Putnam received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates. The e-mail simply asked customers to provide their address, date of birth, social security number, and current mortgage information in order to receive a free loan quote. Suspicious of the offer, Charlie researched the company and discovered that the e-mail was a fraud. This is an example of
phising
Nike produces shoes out of "environmentally preferred materials," recycles old sneakers, and educates young people about conserving, reusing, and recycling. Nike is practicing
pollution prevention
GigaTalk, a U.S. based computer manufacturing company, found that Japanese commuters had difficulty using standard laptops on crowded rush-hour trains because while standing, commuters cannot use their laptops. So GigaTalk created a standing computer. This computer includes a touch screen and small keyboard that can be used while standing or on the move. This is an example of
product adaptation
Kraft has adapted its popular Oreo cookie to the unique tastes of consumers all around the world, whether it's mango-and-orange flavored Oreos in the Asia Pacific region, green tea Oreos in China, a chocolate and peanut variety in Indonesia, or banana and dulce de leche in Argentina. This is an example of
product adaptation
Coca-Cola cups prominently featured on episodes of American Idol are an example of
product placement
Suppose Amazon.com has offered you free shipping on your next purchase of more than $35. This offer is an example of
sales promotion
A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example?
testimony
A federal agency ordered a fast food chain to stop running ads with false claims that its fried chicken is compatible with certain weight loss programs. Which agency had the authority to issue this order
the Federal Trade Commission
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In the context of the communication model, measuring which of the following would be the best way for the source to measure feedback?
the number of people who redeem the coupon
A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims
two-sided
To communicate effectively, a marketing communicator should most likely
understand the consumer's field of experience
Uptown-Clean Crew is a company that provides house-cleaning services in major urban and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous video promoting the company's services and posted it online. Soon the video was a rage as customers who saw the video found it hilarious and they passed it on to their friends and colleagues calling it the "Uptown comedy." Which form of marketing is illustrated from this scenario?
viral marketing
