BUSN ch.12 quiz

Which of the following is a finding of the Wetpaint/Altimeter Study?

a. Companies that are both deeply and widely engaged in social media significantly surpass their peers in both revenues and profits.

In the context of marketing, licensing involves:

a. purchasing the right to use another company's brand name or symbol

In the context of consumer product categories, _____ are expensive products that consumers buy less frequently.

a. shopping products

In the context of business product categories, business services are:

a. the services that businesses purchase to facilitate operations.

_____ is when established brands from different companies join forces to market the same product.

b. Cobranding

Identify a true statement about integrated marketing communication. .

b. It coordinates a company's messages through every promotional vehicle to create a coherent idea.

Which of the following is a sponsor responsible for in a sponsorship?

b. Providing a logo or slogan for an event

In the context of consumer product categories, which of the following best describes convenience products?

b. They are the inexpensive goods and services that consumers buy frequently with limited consideration and analysis.

The rate of adoption and diffusion of a product is adversely affected when the _____ of the product is high.

b. complexity

A _____ is the total number of product lines and individual items sold by a single firm.

b. product mix

_____ involves the ongoing effort of a firm to create positive ties with its customers, employees, suppliers, the general community, and the government.

c. Public relations

Which of the following is a disadvantage of advertising on the Internet?

c. Web surfers tend to ignore the vast majority of advertisements.

The overall value of a brand to an organization is called _____.

c. brand equity

A _____ is a pattern of sales and profits that typically changes over time.

c. product life cycle

In the context of consumer product categories, _____ are those expensive products that consumers seldom purchase.

c. specialty products

Which of the following statements best defines an augmented product?

d. It is an additional good or service that wraps an actual product.

Which of the following statements is true of native advertising?

d. It refers to a form of advertisement that mimics the user experience into which it is placed in terms of form and function.

Which of the following is a quality embodied by most services?

d. Perishability

Which of the following involves identifying the attributes that make a good or service dissimilar from other products that compete to meet the same or similar customer needs?

d. Product differentiation

Which of the following statements is true of sponsorship?

d. The best sponsorship investment occurs when the target audience for the marketer completely overlaps the target audience for the event.

A _____ is a group of products that are closely related to each other.

d. product line