Mktg 353 Final Part 3

A coupon for $10.00 off on a package of baseballs placed on a baseball glove is a: A) cross-ruffing coupon. B) premium. C) bonus offer. D) response offer coupon.

A

A stakeholder is a: A) person or group with a vested interest in a firm's well-being. B) disinterested third party in a negotiation. C) lobbyist for a company. D) member of a foreign government.

A

Biodegradable laundry detergent is an example of: A) green marketing. B) cause-related marketing. C) positive public relations. D) event marketing.

A

Business ethics are: A) moral principles that serve as guidelines for both individuals and organizations. B) moral principles that individuals hold concerning what is right and what is wrong. C) beliefs or principles that serve as guidelines for both individuals and organizations. D) beliefs or principles that individuals hold concerning what is right and what is wrong.

A

Quantitative copytesting questions do not measure: A) why a particular ad is not liked. B) how enjoyable the ad is. C) ability of the ad to break through. D) what the ad communicates.

A

The NARB of the Council of Better Business Bureau is composed of: A) advertising professionals and civic individuals. B) consumers and legal experts on advertising law. C) judges and law professors from various universities. D) advertising professionals and CEOs of major corporations.

A

The primary disadvantage of sampling is: A) the cost of producing and distributing the sample. B) the lack of visibility. C) the inability to target a specific consumer segment. D) diminished effectiveness.

A

A digital marketing firm tracked the movement of individuals in downtown Chicago just prior and just after a Chicago Cub's baseball game to determine movement, restaurants visited, and stores visited. This illustrates the data analytics of: A) data mining. B) location data tracking. C) customer clustering. D) geocoding.

B

An in-market advertising research method that monitors a brand's performance and advertising effectiveness is: A) copytesting. B) advertising tracking research. C) emotional reaction tests. D) cognitive neuroscience

B

Biometric measures evaluate: A) changes in sales after exposure to an emotional advertisement. B) data about a person's heartbeat, perspiration levels, respiration, and body movements. C) data about a person's attitudinal changes. D) increases in verbal responses to questions posed in focus groups.

B

Brain-image measurement is part of: A) copytesting. B) cognitive neuroscience. C) emotional reaction tests. D) ad tracking research.

B

Freestanding inserts are found primarily in: A) magazines. B) newspapers. C) catalogs. D) shopping malls.

B

If Megan wants to know if people have complained about a particular health club being unsafe or unclean, she should contact the: A) National Advertising Division. B) Better Business Bureau. C) National Advertising Review Board. D) Federal Trade Commission.

B

Sales leads should be qualified and placed into categories based on: A) sales potential and profit potential. B) sales potential and probability of acquisition. C) the share of the customer currently held and the potential for increasing the share. D) profit potential and probability of acquisition.

B

The enjoyment of playing or participating in a contest or sweepstakes has which type of value? A) Extrinsic B) Intrinsic C) Historic D) Redemption

B

Adding geographic codes to customer records to plot them on a map is called: A) geoidentification. B) commercial database service analysis. C) geocoding. D) finding neighborhood lifestyle clusters.

C

Successful database marketing emphasizes two things: A) data mining and data coding. B) sales and contribution margin. C) lifetime value of customers and data mining. D) identifying customers and building relationships.

D

One method of maintaining brand loyalty and reducing brand switching at a minimal cost is to use: A) coupons. B) contests and sweepstakes. C) bonus packs. D) sampling.

C

The Wheeler-Lea Amendment to the FTC Act: A) sets the substantiation requirements that an ad must meet when claims are made about a product. B) prohibits puffery and comparative advertising. C) prohibits deceptive and misleading advertising. D) regulates excessive advertising to children.

C

The delivery of a free product to consumers for their use or consumption is a: A) bonus pack. B) coupon. C) sample. D) premium

C

The need-satisfaction sales approach: A) requires the two organizations to develop a common mission. B) requires employees from the selling organization to analyze the buyer's business. C) strives to discover a customer's needs during the first part of the sales call and then provide solutions to those needs. D) uses specific statements to elicit specific responses from customers.

C

When a company creates a brand name that closely resembles a popular or successful brand, it may be: A) domain infringement. B) brand parity. C) brand infringement. D) domain squatting.

C

Which is not a social media metric? A) Conversion B) Volume of traffic C) Level of emotional involvement D) Level of engagement

C

A lifetime value analysis creates a figure that represents the: A) profit revenue of a customer throughout his or her lifetime. B) sales revenue generated by a customer throughout his or her lifetime with a brand or company. C) present value of the profit revenue generated by a customer in a particular product category. D) present value of the profit revenue of a customer throughout the lifetime of a relationship with a brand or company.

D

A marketing database contains: A) customer transactions and follows accounting principles. B) transactions and interactions individuals have with a firm. C) information about current customers and customers of the competition. D) information about current customers, former customers, and prospects.

D

Cause-related marketing is based on the idea that: A) social responsibility is a critical part of every company's operation. B) it has a direct impact on sales and profits. C) it enhances brand parity. D) consumers are more likely to make purchases from companies that support a good cause.

D

Cognitive neuroscience has the capability of indicating each of the following except: A) physiological reactions to an advertisement. B) where brain activity occurs and, to a certain degree, the level of activity. C) where a person focuses on an advertisement. D) behavioral intentions

D

In choosing a cause-related program, company leaders should focus on causes that: A) employees are involved with. B) are not supported by the company's primary competitors. C) the local community supports. D) relate to the company's business

D

Which industry agency monitors all forms of advertising directed toward children? A) National Advertising Division B) Council of Better Business Bureaus C) Federal Trade Commission D) Children's Advertising Review Unit

D

Which statement is true about green marketing? A) It reaches every purchasing group equally. B) It almost always is effective. C) It will work even when product quality is lower. D) It is not always advertised or promoted by companies involved.

D

A public relations hit can be a positive or negative news story.

True

Damage control is only used when consumers make unjustified complaints against a company.

False

Putting a sample of a dryer sheet in a box of laundry detergent is a form of response sampling.

False

Retaining current customers is more expensive than gaining new customers.

False

A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.

True

A QR code allows marketers to count how many individuals access a code and gather information about individuals who accessed it.

True

A major disadvantage of sampling is the cost, both of producing and distributing the sample.

True

A sporting goods store could use customer clustering to group customers based on the type of sporting goods they purchased, such as fishing supplies, hunting supplies, and camping equipment.

True

From a manufacturer's perspective, a trade show offers the potential to meet customers and sell products.

True

If a company creates an impression that it is a sponsor of an event when it is not, it is called allusion marketing.

True

In terms of generating leads for sales, trawling and data analysis of a firm's database can generate high potential leads.

True

In the United States, few deals are finalized during trade shows. Instead, exhibitors collect business cards and follow up later after the show is over.

True

Market share is one measure of success of an overall IMC program.

True

One common complaint of advertising is that it causes people to buy more than they can afford

True

One major advantage of a test market is that it resembles an actual market situation more than any of the other evaluation methods.

True

Reactive damage control strategies include internet interventions, crisis management, apology strategies, and impression management techniques.

True

Retaining current customers is more expensive than gaining new customers.

True

Terms normally associated with puffery include "best," "greatest," and "finest."

True

The Federal Communications Commission is responsible for monitoring television advertising directed to children, in terms of the number of minutes per hour that are directed to children.

True

When studying marketing effectiveness, the three main types of evaluation techniques are message evaluations, online evaluation metrics, and respondent behavior evaluations.

True