marketing text 2

53. Firestone tires had a great image prior to 2000. in 2000, several deaths and car wrecks were blamed on Firestone tires, and sales of the tires declined rapidly as the media publicized these accidents. A large group of firestone distributors ran a series of ads in which they confirmed their faith in the quality of firestone tires with such headlines as "I wouldn't let my children ride on any other tire but Firestone." this is an illustration of efforts to:

change beliefs about attributes

23. Little Jimmy Ryan picked up his phone and ordered "Rocking Hits from the "80s" as a result of seeing a commercial for the 2 CD set on the television. In terms of the communication process, Little Jimmy's purchase was an example of:

channeled communication

6.Nicole spent $279 on a beautiful dress, shoes, earrings, and an evening bag for the upcoming New Year's Eve dance. When she gets home with her purchases, she experiences a high level of anxiety about whether she has made the right purchase decisions. Nicole experienced:

cognitive dissonance

40. The communication process consists of:

comparative

41. Pepsi's advertising campaign that depicts people who mistakenly drink Coke as suddenly living a boring lifestyle acting "square", or singing mellow, old songs, is an example of _____ advertising.

comparative

7.Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve, you would need to take 6 aspirin or Tylenol and four Advil. These promotions are using the positioning base of:

competitor

30. A(n) _______ strategy entails selecting one segment of a market to target, and focuses on understanding the needs, motives, and satisfactions of the members of that segment, as well as

concentrated targeting

39. Manufacturers of consumer goods often give away trial sizes of new products to encourage:

consumer learning

54. ___ is the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and is transmitted from one generation to the next.

culture

62. Ranked from the lowest to the highest level, Maslow's hierarchy of needs model includes:

d. Physiological, safety, social, self-esteem, and self-actualization

38. Income, ethnic background, gender, and age are all examples of ___ segmentation bases/

demographic

19. The markers of Oil of Olay skin lotion have traditionally targeted women over 30 years of age. This is an example of:

demographic segmentation

17. A company has segmented its market on the basis of income and personality. These two segmentation variables are grouped under the broader classification(s) of:

demographics and psychographics

8.You are the advertising campaign manager for Zippy laundry detergent. Which of the following messages are to be LEAST effective in communicating product benefits ?

don't throw away those stained clothes! zippy will get rid of the stains for you!

58. The steps of the consumer decision-making process are:

e. Need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior

49. The purpose of marketing segmentation is to:

enable the marketer to tailor marketing mixes to meet the needs o one or more specific groups

22. _____ is the conversion of the sender's ideas and thoughts into a message/

encoding

10. As Cindy Nguyen looks for shampoo, she will consider buying Pert, Head and Shoulders, Dove, and Finesse brands. This set is called her:

evoked set

13. Ashley Fiorenza tends to buy the same brands of toothpaste, soap, and tissues products as her _____, which is often the strongest source of group influence upon the individual for many product purchases.

fmily

34. Mental health professionals say there is evidence that some people's self-image are greatly influenced by the advertisements they see, including ads using young super thin models. Consumer activist groups argue that these ads encourage women's eating disorders and criticize marketers for using _____ as a segmentation variable.

gender and occupation

28. You would expect to find more surfboard dealerships in California than in Kansas, (a landlocked state), due to ____ segmentation.

geographic

35. General Foods' determination that Southerners preferred a strong BBQ sauce than those in the North left the company to develop a new "Southern Style BBQ sauce." this strategy best exemplifies:

geographic segmentation

25. Direct-response advertising is in the form of a 30-minute or 60-minute advertisement that resembles a TV talk show or other program is called a(n):

infomercial

29. After a need or want is recognized, a consumer may be motivated to clarify the options available and generate an evoked set of brands. This step in the decision process is a(n):

information search

15. When John Sobervj is in the drugstore to buy suntan lotion the week before spring break, he tries to recall which brand he used last year because he remembers it worked quite well. This part of the purchase decision process is called a(n):

internal information search

12. Because Dexter Perfumes wants to spend its promotional budget on advertisements that will have a long life span, it should use ______ advertising.

magazine

9.A group of individuals or organizations sharing one or more characteristics that cause them to have relatively similar product needs is called a:

market segment

45. The closer together two brands are on a perceptual map:

the more objectively alike they are

52. The term subliminal advertising means:

there are messages embedded so deeply in an ad, that they cannoy consciously be perceived

36. An external information search is especially important when:

there is a high risk of making an incorrect decision

50. Ritik Lakhi produces and markets Hampton Groves fig preserves. He views the world as one big market with no individual segments and tricks to reach it with only one marketing mix. His essentially mass-market philosophy indicates that he probably uses a(n) _____ strategy.

undifferentiated marketing

42. The public transportation in the San Francisco area conducted a survey that revealed respondents could be assigned to one of four categories: (1) people who never utilized transit, (2) people who utilized mass transit in the past but not now, (3) people who utilized transit occasionally, and (4) people who utilized mass transit regularly. These groups have significantly different perceptions about transportation alternatives. This is an example of ____ segmentation.

usage rate

21. Advertising time and/or space is most expensive in:

TV

26. One of the advantages of television advertising is:

ability to reach a wide and diverse audience

31. ____ is a forma if impersonal, sponsor paid, one-way mass communication

advertising

44. Within the communication process for a car dealer ad, which of the following would be an example of noise?

all of the above

16. Ryanne Zerrouki just purchases a new Toyota Tundra truck. While Ryanne realizes that the Tundra cost several thousand dollars less than the Nissan Titan, he feels that the Nissan has more options and basically is a better truck. As Ryanne wonders is he made the right purchase decision, he is experiencing:

attribute remorse

33. Companies that try to satisfy consumers' needs for safety (as defined by Maslow's hierarchy of needs), such as security systems and health insurance are more likely to use ____ segmentation to locate their markets

benefit

43. Product & Gamble manufactures many different brands of toothpaste; each brand is targeted toward a different segment of consumers. Some segments describe people who want a pleasant mint flavor, others who want to avoid tooth decay, those who want a brightener, and those who are economy minded. This is an example of ____ segmentation.

benefit

24. The process of grouping customers into market segments according to the different needs and wants sought from the product is called:

benefit segmentation

37. _______ is anything that interferes with, distorts, or slows the transmission of information.

noise

47. Rianna Shahdid is watching television and sees an ad for the RCA Direct TV system. Two ads later, she sees the new television ad for her local cable system. When questioned an hour later about advertising she has seen most recently, Rianna remembers a "cable" ad, but she cannot recall the details. Rianna's problem is most likely caused by ___ in the communication process

noise

57. A manufacturer of bottled water has decided to package the water in a fancy glass jar, with an expensive blue-and-white label that states in several languages that the water source is from natural springs in Europe. The manufacturer is counting on these cues affecting the consumers':

perceptions

48. Joseph Donato's purchase behavior Is influenced by his hobbies of weightlifting, working out, and wrestling; his interest in cars, music, and travel; and his deeply held political and cause-related opinions. All of these things are part of the personal influence factor called:

personality

27. The new Chevrolet Equinox is billed as a combination sports-coupe and sports utility vehicle. The car operates by responding to a coded minichip card the driver carries to identify himself or herself as the car's owner and operator. In addition, the car has "cat-eye" headlamps whose light reflects in the direction the driver turns the wheel. Since this car is designed to appeal to an individual who likes to have the latest in gadgets, but also has family needs, General Motors, in using the positioning base of:

product user

18. Microsoft used an optimum mix of advertising, personal selling, public relations, and sales promotion to communicate with its target audience for Windows 8. Microsoft's plan to use these tools made up its:`

promotional mix

11. Ten Thousand Villages is a non-profit retail store that sells gift items made by artisans from over thirty different countries. This store provides employment to impoverished Third World craftspeople and markets their handwork at a fair price. The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible. The store uses ____ segmentation.

psychographic

60. When remodeling two bowling alleys in a Kansas City suburb, the company Interior Design Inc. found that the clientele for the two new facilities was very different. The customers of one alley were primarily working-class people who were serious league bowlers. Customers at the other facility were more upscale and bowled primarily for relaxation and exercise. The first alley was decorated with energetic triangles and a folksy, outdoors, southwestern theme. The other was remodeled in soothing Art Deco curves, using a more complex color scheme favored by upper socioeconomic groups. Interior Design Inc. used lifestyle analysis of the bowlers to aid in segmenting and targeting markets. The analysis technique used to examine consumer lifestyles is called.

psychographics

51. A newspaper article on how the Budweiser plant impacts the environment of Essex County is an example of:

publicity

59. To be successful, most businesses focus on customer service. However, the cable industry has a history of poor customer service. For the first time, cable companies are facing competition for TV customers who once had no choice but cable if they wanted to see more than local programs. In the face of this competition from direct broadcast satellites, cable companies are trying to use a ____ strategy to show that they have become customer-oriented.

repositioning

63. Michelin Tires often uses advertisements that present a woman with small children in a car driving in a hazardous situation. She is able to avoid disaster because of Michelin radial tires on the car. These advertisements are designed to appeal to consumers':

safety needs

32. Most large warehouse membership clubs give away free samples of the packaged foods sold in their stores. This is a form of:

sales promotion

55. Frank's RedHot hot sauce created a "Sing the Blues" contest. Participants were asked to write original lyrics about Frank's RedHot set to their favorite tune and submit to the manufacturer. The writer of the winning song received a free all-expense paid trip to the House of Blues. This is an example of:

sales promotion

56. On any given day, a person may be subject to over 1000 advertising messages but may only be aware of one or two of them. This is called

selective perception

46. ___ is a group of people who are considered nearly equal in community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms.

social class

14. Homogeneous groups within a culture that share elements of the overall cultures as well as elements unique to that groups are called:

subcultures

61. Which of the following is NOT an advantage offered by radio to its advertisers?

targeting power to specific market segments