Smartbook 6
Which of the following should package design do in order to penetrate people's psychological screens? Multiple choice question. Use subliminal messaging by including hidden text in packaging Show images of consumers using a competitor's product Include bright, eye-catching colors and designs Reflect the tone, image, and personality of the product concept
Reflect the tone, image, and personality of the product concept
Personal selling is very important in business-to-business marketing because it helps marketers learn firsthand about Multiple choice question.
advertising
Which of the following characteristics are commonly used in demographic segmentation? Multiple choice question. age, income, education, and occupation region and religion product quality, product pricing, and sex appeal lifestyles, ethics, and moral values
age, income, education, and occupation
People in Texas buy more sunscreen than people in North Dakota, while people in Wisconsin buy more snow gear than people in Louisiana. Marketers can best segment these consumer markets using ______ segmentation. Multiple choice question. behavioristic demographic psychographic geographic
geographic
What is the end result of a successful market segmentation process? Multiple choice question. product endorsements that are recognizable and influential to consumers product designs that are profitable and sustainable market segments that are reachable and large enough to target distribution networks that are efficient and responsive
market segments that are reachable and large enough to target
Which type of differences do consumers identify easily and quickly? Multiple choice question. obscured hidden perceptible induced
perceptible
The tools that comprise the communications mix can be categorized into ______ communication activities. Multiple choice question. upstream and downstream internal and external personal and nonpersonal employee and employer
personal and nonpersonal
Which of the following uses face-to-face communication to help marketers understand customers in business-to-business marketing? Multiple choice question.
personal selling
Shoppers' ______ screens can be penetrated by packages that offer high visibility and legibility. Multiple choice question. physiological spiritual social political
physiological
The copywriting themes in a product's packaging or advertisement are known as copy ______. Multiple choice question. points notes schemes edits
points
The strategic decisions on how to ______ a product can be made once an advertising person understands a product's stage in the life cycle, its classification, and how it's seen in the marketplace. Multiple choice question.
position
When a company is measuring the market potential for a product in various market areas, it intends to trend of the market for that product.
primary demand
Which of the following refers to the demand for the entire product category, not just the company's own brand? Multiple choice question. primary demand secondary demand lower demand higher demand
primary demand
perceiver two or more brands to have superior attribute
repertoire users
Many business marketers sell goods to entities such as retail businesses, which are . Listen to the complete question Need help? Review these concept resources.
resellers
Trade deals, displays, sweepstakes, and free samples are all examples of
sales promotion
Which of the following is a category of communication tools designed to supplement the basic elements of the marketing mix and aimed at stimulating some immediate, overt behavior? Multiple choice question.
sales promotion
Information about where consumers live and work, what they purchase, and how they fill their free time help advertisers assess the _____ of consumers. Multiple choice question.
shared characteristics
most brand-loyal consumers
sole users
Factory tours and VIP parties are examples of which type of public relations activity? Multiple choice question. telemarketing publicity collateral materials special events
special events
A segment that a company wants to appeal to with its products and marketing activities toward are known as a ______ market. Multiple choice question. commodity target speculative world
target
Measuring consumer's ______ helps marketers determine if they are light, medium, or heavy users of products. Multiple choice question. benefits sought purchase occasion user status usage rates
usage rates
One of the most important variables that determines behavioral segments is Multiple choice question. religion. user status. country of origin. employee privileges.
user status
When marketers look at buying behavior when grouping consumers, they are using Multiple choice question. psychographic segmentation. demographic segmentation. behavioristic segmentation. geographic segmentation.
behavioristic segmentation
Booklets, catalogs, sales kits, annual reports, and films are all examples of ______ used to supplement advertising and PR activities.
collateral materials
The many accessory items produced by companies to integrate and supplement their advertising or PR activities are called ______.
collateral materials
All of the marketing-related discussion between a seller and a buyer are a part of the ______ element. Multiple choice question.
communication
Which of the following is a form of advertising that is like taking the store to the customer?
direct marketing
Those customers who are willing to try new things and whom marketers target directly with new products are known as _____. Multiple choice question. repertoire users aware nontriers early adopters late adopters
early adopters
Which of the following do companies use when they want to avoid middlemen and sell to end users? Multiple choice question. selective distribution direct distribution indirect distribution intensive distribution
direct
The manufacturer carries all of the promotional burden in Multiple choice question. indirect distribution. intensive distribution. selective distribution. direct distribution.
direct distrobution
An example of a company engaged in ______ is a firm that uses mail order and uses ads and catalogs to communicate directly with consumers. Multiple choice question.
direct marketing
prefer buying brands at discounts
discount users
Many manufacturers choose to market their products through a ______ that includes a network of resellers, instead of selling directly to consumers. Multiple choice question.
distribution channel
Which of the following needs to be decided before the first marketing message is created and is also known as place?
distribution element
Marketers group people by their values, attitudes, personality, and their lifestyle in ______ segmentation. Multiple choice question. demographic behavior pattern psychographic geographic
psychographic
Which of the following helps marketers see consumers as individuals with feelings and preferences? Multiple choice question. psychographics volume segmentation demographics geographic segmentation
psychographics
Distinguishing buyers by when they buy or use a product or service is known as segmentation based on . (Remember to type only one word per blank.)
purchase occasion
Which type of user should marketers primarily target with their brand messages? Multiple choice question. semi-sole user discount users aware nontriers repertoire users
repertoire users
A business firm that operates between the producer and the consumer or industrial purchaser is a(n) ______. Multiple choice question. manufacturer transporter end user reseller
reseller
Which communication activity is sometimes called nonpersonal selling and is used to inform, persuade, and remind customers about products and services?
advertising
only buy competitive products of a brand
aware nontriers
Studies that focus on consumer attitudes regarding the ability of a given product to meet their needs form the basis of which type of segmentation? Multiple choice question. demographic segmentation purchase segmentation volume segmentation benefit segmentation
benefit segmentation
Studies that focus on consumer attitudes regarding the ability of a given product to meet their needs form the basis of which type of segmentation? Multiple choice question. purchase segmentation benefit segmentation demographic segmentation volume segmentation
benefit segmentation
Segmenting a market based on the product quality, product price, sex appeal, or health consciousness sought by customers is known as segmentation based on _____. Multiple choice question.
benefit sought
A ______ is necessary for a consumer to differentiate between different products. Multiple choice question. service marketing strategy brand unique selling propositions
brand
A combination of name, words, symbols, or design that identifies the product and its source and differentiates it from competing products is referred to as a(n)
brand
IMC is usually necessary to ______. Multiple choice question. communicate perceptible similarities bring hidden differences to customers' attention keep product differences hidden communicate potential problems
bring hidden differences to customers' attention
Manufacturers, government agencies, wholesalers, retailers, banks, and institutions that buy goods and services constitute _____ markets. Multiple choice question.
business
Personal selling is very important in business-to-business marketing because it helps marketers learn firsthand about Multiple choice question. customer needs and wants. competitors' business strategies. effective logistics implementation. customer complaints.
consumer needs and wants
The price of a product ______ if the demand drops below available supply. Multiple choice question. tends to decrease increases increases extensively remains same
decrease
Information about characteristics like sex, ethnicity, education, and income are used by marketers in ______ segmentation. Multiple choice question. geographic demographic psychographic behavioristic
demographic
What must a company accomplish before it can prepare a formal marketing and advertising plan?
determining the marketing mix designating the target market
Public relations activities are not considered credible by most consumers and should be used rarely, if at all, by marketers.
false
What is the next step for companies after they have designated a target market and determined a marketing mix?
formalizing strategies and tactics in a written marketing and advertising plan
Retail dealers pay a fee to operate under the guidelines and direction of the parent company or manufacturer in ______. Multiple choice question. positioning branding advertising franchising
franchising
One of the variables that affects the purchase occasion is Multiple choice question. cost to customer. collateral materials. product demand. frequency of need.
frequency of need
Segmenting a market based on location is known as ______ segmentation. Multiple choice question. behavioristic demographic geographic psychographic
geographic
Which factors are important for advertising success?
hidden qualities that are important to consumers a substantial advertising budget a high primary demand trend
Which steps are involved in the market segmentation process? Multiple select question. identifying groups with shared needs separating groups into individual members with unique needs combining groups into segments according to their interest in the brand's utility coordinating strategy across all members of the supply chain
identifying groups with shared needs combining groups into segments according to their interest in the brand's utility
If a product's supply is stable but demand for it increases, the price ______. Multiple choice question. tends to decrease remains stable drops by a large margin tends to increase
increase
order
intro, growth, maturity, decline
A company spends a great deal of money educating customers, building widespread dealer distribution, and encouraging demand during the ______ phase of any new product category.
introductory
In the phase, a company must spend a significant amount of money on advertising to establish itself as a market leader and gain a large market share before the next stage begins.
introductory
A brand's method of distribution must be consistent with Multiple choice question. cost reduction. its image. the systems of competitors. its production location.
its image
Some psychographic typologies are criticized for _____. Multiple choice question. dealing with too much consumer data failing to accurately capture consumer personalities being overly specific lacking proper theoretical underpinnings
lacking proper theoretical underpinnings
In order to identify ______, marketers group consumers' shared characteristics into categories. Multiple choice question. conduct employee appraisals contract suppliers market segments develop organizational policy
market segments
Retail dealers pay a fee to operate under the guidelines and direction of the parent company or manufacturer in ______. Multiple choice question. branding positioning advertising franchising
news releases feature stories
Psychographic segmentation is criticized for _____. Multiple choice question. addressing the factors that motivate customers oversimplifying consumer personalities studying broad cross sections of customers hindering the process of behavioral segmentation
oversimplifying consumer personalities
A product element component that is an exhibitive medium that can affect how well a product competes on the retail shelf is a product's ______. Multiple choice question.
package
Marketers typically begin developing a marketing mix by working with the _____ element. Multiple choice question. place price promotion product
product
A consumer's view of a product as a group of utilitarian and symbolic values that satisfy a variety of needs is referred to as a Multiple choice question.
product concept
Which of the following is a major part of the product element? Multiple choice question. product promotion product design product logistics product price
product design
prefer a brand but are not averse to using alternatives
semi-sole users
A bundle of temporary, intangible benefits that satisfy some need or want and usually derive from completion of a task is called a _____. Multiple choice question. package brand service market strategy
service
Medical care is a temporary, intangible benefit that fills a need and is an example of a ______. Multiple choice question.
service
The _____ immediately follows the market segmentation process. Multiple choice question. product promoting process target marketing process market positioning process brand creating process
target marketing process
Which of the following is influenced by a product's position in the life cycle? Multiple choice question. competitors' product offerings the target market selected the cost of raw material to make the product the product's utility
the target market selected
respond to a brand's IMC messages but do not like the product
trial/rejectors
rue or false: Choosing groups that share an interest in a product's utility is part of the second segmentation step.
true
A positioning strategy's main goal is to develop a ______. Multiple choice question. unique position for the brand in the customer's mind supply chain that offers continuous supply of products strategy to sell a product to all market segments pricing strategy that offers a product at discounts
unique position for the brand in the customer's mind
The number of utilities offered by a product are perceived by the consumer as a bundle of Multiple choice question. specifications. opportunities. values. applications.
values
What type of segmentation are marketers using when they measure consumers' usage rates and use that information to categorize them as light, medium, or heavy users? Multiple choice question. psychographic segmentation geographic segmentation volume segmentation demographic segmentation
volume segmentation
A vertical marketing system such as franchising offers which of the following advantages? Multiple select question. widespread consumer recognition centralized coordination of marketing efforts centralized control of operating decisions ability to introduce new products into global markets
widespread consumer recognition centralized coordination of marketing efforts ability to introduce new products into global markets