MKTG 384 Exam 1 Quizzes

In examining customers during the IMC planning context analysis, what is the reason for studying former customers?

understand why they defected

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

conative

An impulse buy probably means that the consumer acted on which component of an attitude?

conative

Market segments should be internally _____.

homogenous

Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach?

psychographic

Attitudes, interests, and opinions are reflected in what?

psychographic market segments

An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales. This is an example of _____.

accountability

What does GIMC stand for?

Globally Integrated Marketing Communications

Which model shows that further advertising and promotion expenditures may result in adverse effects on profits?

a marginal analysis

What is a customer's belief in the efficacy and reliability of a brand that has been established over time through personal experience?

trust

Which is the most recent new trend in packaging and labeling?

adding QR codes

In terms of globally integrated marketing communications, what is adaptation?

adjusting a message to local conditions

Noise is _____.

anything that distorts or disrupts a message

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

brand parity

The group of people who make a business-to-business purchasing decision on behalf of a company is called the what?

buying center

Which concept explains that consumers may recall an ad from the past and make a purchase because they have seen the ad several times?

carryover effects

Hewlett-Packard's management team decided to alter the impression that the company was staid and run by engineers into an ultimate lifestyle technology company in tune with pop culture. This is an example of what?

changing an image

Spending more money on homes and making the home environment pleasurable is a result of which consumer buyer behavior trend?

cocooning

Which component of an attitude refers to a person's mental images, understanding, and interpretation of a product?

cognitive

In terms of attitude formation, what is the most common sequence?

cognitive → affective → conative

What describes promotions that are directly oriented to end users and include coupons, contests, premiums, refunds, rebates, free samples, and price-off offers?

consumer promotions

When a company sorts prospects into those with the lowest, medium, and highest profit potential, what segmentation approach is being used?

customer value

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

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

The iPhone's 100,000 apps that allow users to tailor the phone to fit their personalities is an example of brand building by _____.

customization and personalization

A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place?

decoding

An account executive's duties include what?

development of an overall strategic communication plan

When a concave downward function is present, increasing advertising expenditures result in what?

diminishing returns

Applied Microbiology used which method to segment the business market by combining geographic area data for dairy farmers with demographic and psychographic information?

geodemographics

What is the key to using social media successfully?

making it compatible with the off-line marketing program

Increased usage of micro-marketing means _____.

marketing programs focus more on individuals and micro-segments

Which method for developing a marketing communications budget links dollars to defined goals?

objective and task

American Airlines and BMW Motorcycles are examples of what?

overt names

From a consumer's perspective, a strong corporate image generates which element when customers purchase goods or services with which they have little experience?

positive assurance

Which method of developing a marketing communications budget uses computer simulations to model the relationship between advertising and marketing communications and sales, profits, and other factors?

quantitative models

Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and creates advertisements specifically for them. In a communication model, these individuals are _____.

receivers

Keeping a consistent image while incorporating new elements is an example of what?

rejuvenating an image

In terms of U.S. business-to-business direct marketing expenditures, what is the largest category?

telephone marketing

Why do logos help with in-store shopping?

they are more readily recognized by shoppers

As consumers see advertisements over time they become more likely to recall a message and purchase a product. What does this demonstrate?

threshold effects

A firm that has a database containing consumer purchasing histories and uses the information to create market segments is using _____.

usage segmentation