MKT 3000 Exam 2 Study Guide

Which of the following is the best example of a persuasive advertising message? A. "Buy now, pay later" B. "Doing business in Peoria since 1848" C. "Better than average" D. "Now available. The latest fall fashions" E. "Serving the public since 2001"

A. "Buy now, pay later"

Jane Down is planning to open an upscale dress boutique. She is evaluating ease of movement to and from sites, vehicular traffic, types of stores in the area, and transportation networks. Which strategic retailing issue is she concerned with at this time? A. Location B. Product depth C. Product mix D. Scrambled merchandising E. Retail positioning

A. Location

Which of the following links producers to consumers through the purchase and reselling of products or contractual agreements? A. Marketing intermediaries B. Distributors C. Suppliers D. Middle marketers E. Marketing channels

A. Marketing intermediaries

Having products available when the customer wants them is called: A. Place utility B. Time utility C. Availability D. Possession utility E. Chronavailability

B. Time utility

P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used _________ advertising to re-position Tide several times over its PLC A. informative B. persuasive C. reminder D. discussive E. institutional

B. persuasive

When a product has gained a certain level of brand awareness, firms use ________ advertising to motivate consumers to take action. A. informative B. persuasive C. institutional D. discussive E. reminder

B. persuasive

Classification of products by degree of _______ divides them into three categories: non-durable goods, durable goods, and services: A. consumption B. tangibility C. liquidity D. porosity E. value of price

B. tangibility

The difference between advertising and publicity is, advertising is: A. more effective B. is almost always used in conjunction with consumer satisfaction surveys. C. a paid form of marketing communication D. designed to remind consumers while publicity is used to persuade consumers E. is designed for selective demand and not universal demand

C. a paid form of marketing communication

The fact that $300 billion is spent annually in the United States on advertising suggests advertising is: A. cheap B. bigger than GDP in the United States C. everywhere D. good for everyone E. the largest sector of the economy -public or private.

C. everywhere

Which of these CANNOT receive trademark status? A. Coca-Cola's bottle shape B. Chrysler's hood ornament C. Polaroid cameras D. Colgate's pump dispenser E. None of the above

D. Colgate's pump dispenser

The driving force behind marketing channel decisions should be: A. convenience B. cost reduction C. environmental concerns D. customer satisfaction E. quality

D. customer satisfaction

"Now available. The latest fall fashions," is an example of a(n) __________ advertising message A. persuasive B. reminder C. socially responsible D. informative E. institutional

D. informative

Location is important to a retailer because A. suppliers charge more to service stores in certain trading areas B. a desirable location appeals to consumers' emotion C. location is the major determinate of store image D. location determines the trading area from which the store must draw its customers E. convenient location is an essential customer service element

D. location determines the trading area from which the store must draw its customers

Advertising slogans such as "Don't cell phone and drive" and "Buy flood insurance before it is to late" are examples of ads designed to: A. provide information B. remind consumers C. bring joy D. persuade consumers to take action E. create primary selective demand

D. persuade consumers to take action

A narrow product mix with deep product line would most likely be carried by a: A. mass merchandiser B. supermarket C. discount store D. specialty retailer E. warehouse showroom

D. specialty retailer

A general merchandise retailer offers A. a single product line that is stocked in depth B. few product lines with deep assortments of these lines C. few choices of a large variety of product lines D. products through the Internet and catalogs only E. a variety of product lines that are stocked in depth

E. a variety of product lines that are stocked in depth

The three major levels of intensity at which a company can choose to distribute its products are ________ distribution. A. narrow, medium, and wide B. cooperative, conflicting, and integrated C. intensive, extensive, and exclusive D. selective, cooperative, and conflicting E. exclusive, selective, and intensive

E. exclusive, selective, and intensive

A postscript on political advertising saying "I am John McCain, and I approved this ad" is an example of ________ aspect of advertising A. providing information B. reminding consumers C. instilling fear D. persuading consumers E. making the source known or knowable

E. making the source known or knowable

Advertisers often face the problem that consumers: A. fail to screen out their message on a timely basis B. react to their message before getting to the fine print or disclaimers at the end C. tell their friends about the ad and spoil the punch line at the end D. expect to be entertained by each and every ad E. remember the message but forget the brand

E. remember the message but forget the brand

Consumers lack sufficient information about product alternatives and their attributes for what type of product? A. Shopping B. Specialty C. Convenience D. Emergency E. All of the above

A. Shopping

HP has recently developed a personal computer printer that incorporates a revolutionary, patented technology that offers significantly higher-quality printing for graphics and images than any other printer on the market. Which pricing strategy will best attract price-insensitive customers and help the company recoup their research and development costs? A. Skimming pricing B. Penetration C. Price lining D. Odd-even pricing E. Demand-backward pricing

A. Skimming pricing

Generally, when advertising to consumers, the objective of an advertising campaign is: A. a pull strategy to get the product into the distribution channel by having consumers demand it B. stimulate interest among members of the supply chain C. to win CLIO awards D. offset sales promotion costs E. maximize puffery

A. a pull strategy to get the product into the distribution channel by having consumers demand it

By locating its dealership in the same general vicinity as other car dealerships, Harry's Honda can: A. facilitate comparison shopping B. create form utility C. facilitate wholesale exchanges D. create possession utility E. create exchange utility

A. facilitate comparison shopping

Kelly is the head of marketing for a cultural, nonprofit agency, and she just received the go-ahead from her Board of Directors to conduct the first-ever advertising campaign. Her first step will be to: A. identify the target audience B. set the advertising objectives C. determine the advertising budget D. evaluate and select the media E. create the advertisments

A. identify the target audience

The __________ stage of the advertising campaign planning process can be described by the question, "Who are we trying to talk to?" A. identifying target audience B. setting advertising objectives C. conveying the message D. assessing the impact E. determining the advertising budget

A. identifying target audience

If IBM decides to make changes in its marketing channels, the strategic significance is that channel decisions are: A. long-term commitments B. short-term commitments C. easier to change than prices D. easier to change than promotion E. impossible to change

A. long-term commitments

When Apple Computer Company introduced iPod their advertising was designed to create: A. primary demand B. Selective demand C. niche media demand D. institutional demand E. social acceptance demand

A. primary demand

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be: A. to get consumers' attention B. enlist creative advertising designers C. make sure firms producing sunscreen lotions approve D. collect a petition in support of controls against global warming E. use public relations to buy advertising space

A. to get consumers' attention

Levitz Furniture locates in huge, low-cost buildings, maintains large, on-premise inventories, and offers minimum service. Levitz is a: A. warehouse showroom B. catalog showroom C. superstore D. warehouse club E. department store

A. warehouse showroom

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to: A. drag consumers into the 21st century B. pull the product into retail stores through consumer demand C. signal strategy changes to market competitors D. make it easier to do post-testing E. create bottom-of-the-mind awareness

B. pull the product into retail stores through consumer demand

Pop-up ads, blogs, vlogs, and Internet television viewing are all examples of: A. publicity B. the increasing number of advertising communication channels C. reflective social marketing alternatives D. continuous sales promotion channels E. pre-testing and post-testing personal advertising communications

B. the increasing number of advertising communication channels

All advertising objectives are designed to achieve certain objectives: A. meet the needs of society B. to inform, persuade, or remind customers C. to comply with FCC rules combined with FTC antitrust regulations D. to the push and pull of social norms E. to match production scheduling with consumer demand

B. to inform, persuade, or remind customers

Sam's and Costco are examples of A. discounters B. warehouse clubs C. warehouse showrooms D. discount clubs E. wholesalers

B. warehouse clubs

Tina has identified the target audience for her line of Russian Jewlry. She is creating an advertising plan which will: A. allow her to skip the assessment stage at the end of the campaign B. offer discounts to media as an incentive to carry out her plan C. clarify the specific goals that the advertising is designed to accomplish D. encapsulate her unique selling proposition E. maximize puffery

C. clarify the specific goals that the advertising is designed to accomplish

To get us to remember their ad and the product or brand in the ad, advertisers must first: A. use persuasion B. offer incentives C. create effective PSAs D. get our attention E. vary between flighting and pulsing scheduliing

D. get our attention