BMKT 343 Quiz 1

A low-price, low-involvement purchase is likely to begin with which component of an attitude?

Conative

Which type of brand name captures the essence of the idea behind the brand?

Conceptual

Which is an example of feedback in a marketing channel?

A customer complaint

Marketing account executives are facing increasing pressures related to what?

accountability

Derek eliminated New Balance shoes because he doesn't know anything about them. Derek used which type of evaluation process to make this decision?

Evoked set method

Which of the following is an example of adaptation in global marketing communications?

Not selling the McRib sandwich in Israel because it violates religious practices

A person's educational level combined with specific knowledge about a product category determines the _____.

ability to search

It is important that the image being projected by a brand's marketing messages do what?

accurately portray the brand and coincide with the product being offered

Charles sees only minor differences among the various brands of high definition televisions. This is an example of what?

brand parity

The member of the buying center who is most likely to negotiate the price is the _____.

buyer

The two types of buyer behaviors that the marketing team must understand are business-to-business behaviors and _____.

consumer buyer behaviors

Selling Reese's Peanut Butter Cup milkshakes at Dairy Queen is an example of

cooperative branding

In terms of cognitive mapping, if most consumers have not considered Sunkist lemons as a substitute for salt, then an advertisement that conveys such a message to consumers is attempting to do what?

create a new linkage

From the company's perspective, a quality brand image enhances the introduction of a new product because _____.

customers normally transfer their trust in and beliefs about the corporation to a new product

Selling computers to individuals and businesses is an example of what?

dual-channel marketing

In terms of the communication process, a person at an advertising agency preparing an ad is most likely going to be involved in _____.

encoding

A company has reached the end of a contractual agreement with a vendor and wants to open it up for bid again before signing a new contract. This type of purchase situation is called what?

modified rebuy

American Airlines and BMW Motorcycles are examples of what?

overt names

When seeking to identify the desired brand image, what do company leaders assess first?

the brand's current image

Because retailers control shelf purchase and have access to purchase data, retailers determine _____.

what products and brands are placed on stores shelves