MAR3023 Midterm 2 (Q. SET 1)

A marketer is faced with the choice between two media strategies: the first strategy uses Facebook pages and YouTube channels, and the second strategy uses ads in newspapers, magazines, and TV. The difference between these two types of media strategies is that the first one targets consumers who are __________ and the second one targets consumers who are __________. A. "evangelists"; "brand ambassadors" B. an older demographic; a younger demographic C. wealthy; disadvantaged D. "active receivers"; "passive receivers" E. "passive receivers"; "active receivers"

D

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of A. "cost per action," and pay $5.00 for every purchase that originated from an ad on the site. B. a "negotiated measure," and pay $100 to post their ad for two weeks. C. "cost per like," and pay $1.00 for every unique visitor who likes the advertised product. D. "cost per thousand," and pay $0.50 for every time an ad loads, up to $100 per month. E. "cost per click," and pay $0.50 for every visitor who clicks on the ad and goes to their website.

A

A competitive product ad A. promotes a specific brand's features and benefits. B. reinforces previous knowledge of a product. C. assures current users they made the right choice. D. tells people what a product is, what it can do, and where it can be found. E. always uses a comparative format.

A

A customer contact audit refers to A. a flowchart of the points of interaction between a consumer and a service provider. B. an estimation of demand based on service forecasting techniques. C. a method of consumer evaluation of service quality and consistency. D. a systematic assessment of a service provider's objectives, strategies, and performance in terms of social responsibility. E. the initial contact between a service provider and the ultimate consumer.

A

A paid advertisement for the Texas Department of Economic Development—Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was __________. A. lead generation B. digital communication C. to make a public service announcement D. indirect order generation E. direct order fulfillment

A

Ben & Jerry's is developing a new ice cream flavor "Karmel Sutra." Management targeted 20,000 different supermarkets for distribution of this new flavor. Ben & Jerry's marketing managers want the salesforce to call on each store once a week throughout the year to sell the new ice cream flavor. If each call takes 15 minutes and each salesperson has 2,500 hours available annually for selling, how many salespeople will Ben & Jerry's need to employ? A. 104 B. 120 C. 6240 D. 67 E. 480

A

Mario's Pizza has done some research on their market. The research is as follows: 100% Total Potential Market 92% Aware of Mario's 84% Knowledge about Mario's 77% Like Mario's 71% Intend to buy from Mario's 64% Purchase from Mario's What step should Mario's Pizza focus on improving as their promotional objective? A. purchase B. like C. knowledge D. intend E. aware

A

Blake Mycoskie started TOMS in 2006. While he was visiting a village in Argentina he found that the people had no shoes to protect their feet. This inspired him to create TOMS and match every pair of shoes purchased with a new pair of shoes for a child. Recently, TOMS used this same "One for One" model with eyewear. This introduction of TOMS glasses is an example of a: A. Category Extension B. "Me-too" Extension C. Copycat Extension D. Development Extension E. Line Extension

A

Brand personality refers to __________. A. a set of human characteristics associated with a brand name B. a brand name that cannot be spoken C. the added value a brand name gives to a product beyond the functional benefits provided D. the profile of a brand in terms of its benefits E. the embedded association between a company spokesman or paid celebrity and the product itself

A

Burger King is famous for its classic Whopper but their mascot, the King, has also had some popularity over the years. When BK began running an ad campaign featuring a real life "King", people were quite entertained by these new ads. Many of them posted the ads on Facebook and "tweeted" about the ads on Twitter. What do these posts and tweets represent for BK? A. Earned Media B. Cultural Media C. Royal Media D. Owned Media E. Paid Media

A

Cost per click is a measure in which A. a fixed amount of money paid to the site hosting an ad for every visitor who clicks on the ad to jump from that site to the advertiser's website. B. a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month. C. a fixed amount of money paid to a website for every sale that originated from an ad posted on that site. D. a fixed discount given to a visitor for clicking on an ad. E. a fixed amount of money is paid to a website for posting an ad for a finite amount of time.

A

During the 2014 FIFA World Cup, the Beats by Dre headphones commercial was aired nationally on TV. However, the commercial was shown more often in cities that have an Apple store. The additional exposures of the commercial in several cities were accomplished through _____ TV advertising. A. Spot B. Production C. Cable D. Network E. Syndicated

A

Five brand gum has been a popular choice in the gum industry recently. Use the data below to determine both the BDI and CDI for each of the five states. 250 million consumers in the target market nationally $500 million national category sales $75 million national brand sales Territory Category Sales # Consumers Brand Sales FLA $16 M 11 M $7 M NY $19 M 7 M $6 M CAL $30 M 8 M $2 M GA $23 M 6 M $2 M COL $10 M 13 M $1 M What is the CDI value for the state that Five should continue to invest marketing resources in, but should also closely monitor category sales in that state? A. 73 B. 213 C. 188 D. 27 E. 39

A

Future Inc. has 500 salespeople and 100,000 customers. Each Future Inc. sales rep makes 20 calls per year and each call lasts 15 minutes. What is Future Inc.'s average amount of salesperson selling time per year? A. 1,000 hours B. 600 hours C. 60,000 hours D. 4,000 hours E. 6,000 hours

A

Imagine that Meadowbrook Golf Course is much more popular in the spring and fall than in the summer (when the weather is too hot) and the winter (when the weather is too cold). Meadowbrook tries to increase consumer demand in the summer and winter by offering special discount packages and by catering to large groups that want to organize golf outings for birthdays and special occasions. By trying to provide a service but also to influence consumer demand for that service, Meadowbrook is engaging in: A. Capacity management B. Customer experience management C. A customer contact audit D. Channel management E. Internal marketing

A

In television or radio advertising, a rating refers to A. the percentage of households in a market that are tuned to a particular television or radio station. B. the percentage points of market share a firm garners for its advertisements relative to its competitors. C. the average number of times a person in the target audience is exposed to a message or advertisement. D. the number of different people or households exposed to an advertisement and they buy the offering that was advertised. E. a commonly used reference number an advertiser calculates (reach multiplied by frequency) to determine whether it has achieved its advertising objectives.

A

Joey is excited to go to the Florida-Georgia game in Jacksonville because he loves going to the various tents and getting "free stuff". Last year he got a Coca-Cola pen, a Bank of America hat, and a Geico koozie. These companies were using _____ which fall under the _____ category of the promotional mix. A. Premiums, Sales Promotion B. Premiums, Public Relations C. Samples, Sales Promotion D. Premiums, Personal Selling E. Samples, Direct Marketing

A

John Whitaker works for American Greetings. His job description includes the following responsibilities: (1) stock and arrange point-of-purchase displays of his retail customers—60 percent of his work week and (2) pick up orders from customers and complete the transactions—40 percent of his work week. Whitaker is primarily engaged in which type of selling? A. outside order taking B. missionary sales C. inside order taking D. relationship selling E. outside order getting

A

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy). Kemps Dairy had to pay Wrigley, the owner of the Life Savers brand name, a fee to market this concoction. This is an example of: A. brand licensing B. generic branding C. stealth branding D. mixed branding E. reseller licensing

A

Kris was reading a magazine and came across an ad for Ralph Lauren cologne. When Kris saw the ad, all she could think about was how stylish and expensive their clothes are and how sexy the displays are in Ralph Lauren stores. Which component of brand equity does this represent? A. Associations B. Perceived Quality C. Extension D. Loyalty E. Awareness

A

Nutella is experiencing declining sales in the United States. Nevertheless, Nutella wants to extend its PLC. Nutella is considering exporting its product to other countries, where Nutella hasn't been introduced yet. Which of the following is Nutella using to extend its PLC? I. Product Modification II. Market Development III. Market Penetration IV. Product Repositioning V. Brand Development Index A. II only B. II and V only C. III and IV only D. I, III, and V only E. II and IV only

A

Over the years, Charmin has decreased the number of sheets of toilet paper on a roll, while keeping the price the same and using air to "puff up" the rolls so that they do not look any smaller. This is an example of what practice discussed in the textbook? A. Trading down B. Wiping out a trend C. Reaching a new market D. Reacting to a competitor's position E. Trading up

A

Southwest Airlines prides themselves on having the highest On Time Performance (OTP) in the entire industry. They want to ensure that their customers trust that they can arrive on time to their destinations because Southwest is dedicated to a high OTP. Which dimension of service quality is Southwest emphasizing? A. Reliability B. Empathy C. Assurance D. Responsiveness E. Tangibles

A

The Pepsi marketing department was devising a new plan to market the benefits of their healthful all-natural new product, Pepsimmortal. They decided that they could best promote Pepsimmortal by creating an ad that directly compares the product to competitors like Coca-Cola. The translation of a plan into an actual ad campaign is an example of which part of the communication process? A. Encoding B. Decoding C. Translating D. Sourcing E. Channeling

A

The final stage in the personal selling process is: A. follow-up B. trial close C. urgency close D. assumptive close E. presentation

A

What does the term "SKU" refer to? A. A product item B. A product line C. A product mix D. A product category E. A product form

A

You are the brand manager at Under Armour. Based on the multi-attribute mode, what strategy would give your brand the biggest advantage over your competitors? (All ratings are on 10-point scales like the ones discussed in class.) Brands Attribute Nike Under Armour Adidas Reebok Importance Low Price 4 5 7 9 5 Product Quality 8 8 7 6 9 Style 9 6 5 5 7 Service Quality 7 6 5 4 3 A. Increase Under Armour's rating on style B. Increase the importance of service quality C. Increase Under Armour's ratings on low price D. Increase the importance of low price E. Increase Under Armour's rating on product quality

A

A new restaurant called Shoko just opened up in Gainesville. Shoko advertises that it provides great service and food to its customers. As a surprise added benefit, Shoko hired a masseuse to go around to tables and offer free neck massages to patrons while they wait for their food. The massages are an example of what level of service? A. Expected B. Augmented C. Beneficial D. Core E. Potential

B

A slotting fee is a payment that a A. manufacturer makes to a retailer as compensation for sales not made while the product was on the shelf. B. manufacturer makes to place a new product on a retailer's shelf. C. manufacturer makes to have a wholesaler distribute a new product to retailers. D. manufacturer makes to a wholesaler as compensation for warehousing inventory. E. wholesaler makes to place a new product on a retailer's shelf.

B

According to the text, in classifying different types of products, "business products" are also referred to as: A. Specialty products B. B2B products C. B2C products D. B4B products E. Unsought products

B

According to the text, there are many "marketing reasons" for new product failures. Which of the following is NOT one of them? A. an insignificant point of difference. B. "groupthink" in task force and committee meetings. C. not satisfying customer needs on critical factors. D. bad timing. E. poor product quality.

B

Alexis loves to use Post-Its. After using all of her Post-Its studying for an exam, she makes a trip to the office supply store to buy more. While looking for Post-Its, Alexis notices Sharpie has its own brand of sticky notes called Study Buddies. Since the Post-It colors Alexis likes to use are out of stock, she decides to buy the Study Buddies. From Alexis' perspective, what level of innovation are the Study Buddies? A. Commercialization B. Continuous C. Discontinuous D. Retro-innovative E. Dynamically Continuous

B

All of the following are alternative forms of institutional advertisements EXCEPT: A. competitive B. public service C. advocacy D. reminder E. pioneering

B

Anna and Elsa are running a business that sells winter fashion apparel. They have decided to branch out and make equipment for winter sports as well. Anna wants to stick with the brand name they have been using, but Elsa wants to sell the sports equipment under a different brand name. Which terms best represent Anna's and Elsa's ideas of branding, respectively? A. Multiple Branding; Co-Branding B. Family Branding; Multiple Branding C. Co-Branding; Multiple Branding D. Family Branding; Co-Branding E. Multiple Branding; Family Branding

B

Annie works for Lululemon Apparel and has recently gathered data that compares Lululemon to their two main competitors Athletica and Nike. The Multi-attribute model containing the data is shown below (all scores are on a 1-10 scale): Attributes Lululemon Athletica Nike Importance Durability 9 7 6 9 Comfort 5 7 9 8 Aesthetically Pleasing 9 6 7 3 Low Price 5 8 8 5 Which strategy is the best one for Lululemon to pursue in order to strengthen its competitive position? A. Increase Lululemon's rating on durability B. Increase Lululemon's rating on comfort C. Increase Lululemon's rating on aesthetically pleasing D. Increase the importance of durability E. Increase the importance of aesthetically pleasing

B

Atomic Motors, Inc. manufactures cars. They have three separate makes (brands) of car: Zeus, Panther, and Ryder. The Zeus is a line of sports cars; the Panther is designed to be extremely safe for families; and Ryder is an inexpensive brand. What type of branding is Atomic Motors using? A. private branding B. multiple branding C. positioning branding D. family branding E. co-branding

B

Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct __________ before advertisements are placed in a media vehicle. A. double blind tests B. pretests C. sales tests D. aided recall tests E. efficacy trials

B

Below is a customer Lifetime Value chart for Dunkin Donuts. What would it be worth to Dunkin if they were able to convert 75 silver customers to platinum customers? Silver Gold Platinum Visits/Month 5.2 8.3 10.9 $ Per Visit $3.42 $4.36 $5.04 Average Life 1.4 years 3.7 years 5.5 years A. $3,327.00 B. $249,525.36 C. $151,427.25 D. $20,793.75 E. $277.25

B

Birkenstock shoes are well-known for being unattractive yet comfortable. Recently, Birkenstock has decided to update the Birkenstock look by making the shoe more fashionable. They kept the original Birkenstock comfort, but reworked the appearance to make the shoes more attractive. Birkenstock is engaging in which strategy in an attempt to extend the PLC of their brand? A. Market Development B. Product Modification C. Market Penetration D. Product Repositioning E. Category Extension

B

Brette has an obsession with cats and has just started her own business All Things Cat. Surprisingly, her business has been wildly successful. One of the most popular aspects of her business is her website, where her customers can post suggestions for new "cat" products they would like to buy. Brette is using _____ to generate new product ideas. A. Prototypes B. Crowdsourcing C. Commercialization D. Concept Testing E. Market Testing

B

Brian was planning on surprising his girlfriend by taking her to Miami for the weekend for her birthday, so he made a reservation to stay at the Hard Rock hotel. However, when they arrived at the hotel, there was no record of him making the reservation even though he had a confirmation number and the hotel had already charged his credit card. Hard Rock apologized for their error, upgraded Brian's room to a suite, and gave Brian and his girlfriend a complimentary dinner at one of their four star restaurants on the site. This is an example of which type of service recovery? A. Fix it B. Red Carpet C. Can do D. Hero E. Empathy

B

Brittney is the top seller of women's footwear at Nike. At the end of the last fiscal year, she had made 950 calls and 570 of those calls resulted in a sale. Her sales quota was $800,000 but she surpassed her quota with $1,000,000 in actual sales. What was Brittney's conversion rate? A. 1.25 B. 0.6 C. 2.5 D. 1.67 E. 0.8

B

When consumers are in the purchase stage of the decision process, the impact of _____ is very high, but the impact of _____ is very low, compared to other stages of the decision process. A. advertising; public relations B. personal selling; advertising C. advertising; personal selling D. public relations; sales promotion E. personal selling; sales promotion

B

Erika is a florist. She owns and operates Very Violet, a flower-focused plant store. Her sales are consistently strong because she is very in tune with her own emotions and her customers' emotions. Her empathy and ability to connect with customers helps her to sell exactly what people need and to make them feel comfortable. Based on this information, which characteristic does Erika display a high level of? A. Conscientiousness B. Emotional intelligence C. Extrinsic motivation D. Buyer analysis E. Intimate product knowledge

B

Factors such as specifying product features, marketing strategy, and financial projections are a part of which stage of the new-product process? A. development B. business analysis C. idea generation D. commercialization E. market testing

B

In a business-to-business context, the practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships is referred to as __________. A. "full court press" selling B. key account management C. needs-satisfaction selling D. full coverage marketing E. customer account management

B

Jeff's Peanut Butter Co. conducted market research and found that his customers would enjoy a fruit flavored peanut butter. He markets his fruity peanut butter with colorful packaging, and it sits on the same shelf as his regular peanut butter in grocery stores. This is an example of: A. brand community B. line extension C. packaging extension D. category extension E. brand positioning

B

Recently, Chipotle has had a lot of negative publicity in regard to food safety. In order to communicate to consumers they are correcting their mistakes, Chipotle takes out a full page advertisement in the New York Times. In the ad, Chipotle apologizes for its mistakes and promises to make things right in regard to its customers and food safety. What task does Chipotle's advertising represent in this instance? A. Reinforce B. Persuade C. Remind D. Refund E. Hard Sell

B

Regular corkscrews often make opening wine bottles difficult. With this in mind, SimpleSolutions, a company founded on reinventing simple tools to make them more efficient, created an automatic wine opener. This wine opener is capable of opening bottles at 10 times the speed of a corkscrew, is much easier to use, and has a simple instruction manual that states "How to use this product in 3 easy steps." SimpleSolutions' new invention has become increasingly popular throughout the US. Which of the following diffusion factors are present in this scenario? I. ​Compatibility II. ​Communicability III. ​Relative Advantage IV. ​Risk V. ​Complexity A. I, II and IV only B. II, III, and V only C. I, III, and V only D. III and V only E. II, III, and IV only

B

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle? A. decline B. maturity C. growth D. early growth E. introduction

B

Services provided by specialized professionals such as medical diagnoses and legal services have certain properties or characteristics that the consumer may find impossible to evaluate even after their purchase or consumption. What are these properties called? A. customer contact properties B. credence properties C. capacity properties D. relationship properties E. contract properties

B

Social networks can be classified in a matrix with two dimensions: __________ and __________. A. textual; visual B. media richness; self-disclosure C. user generated content (UGC); marketer-generated content (MGC) D. blogs; wikis E. web browsers; apps

B

The emergency room staff in Houston's largest hospital is pleasantly surprised when a four-day Fourth of July weekend brings in few accident victims for treatment. They know from experience that such public holidays usually have high rates of accidents. For the hospital's business office, the unexpected lower demand for the emergency room services most likely means A. its services are no longer tangible. B. the hospital has idle production capacity. C. a break in the service continuum. D. an opportunity for gap analysis. E. its services can be separated from the staff.

B

The first decision in developing an advertising program is to A. select the appeal. B. identify the target audience. C. select the media. D. specify the advertising objectives. E. set the budget.

B

Traffic generation and lead generation are typical outcomes that are expected and assessed following the use of which element of the promotional mix? A. Public Relation B. Direct Marketing C. Personal Selling D. Advertising E. Sales Promotion

B

Users of social media deliberately seek to ensure that the dissemination of a message does not end with an individual receiver. Marketers using social media try to reach: A. "followers" B. "active receivers" C. "connections" D. "two-way receivers" E. "end-receivers"

B

Web 2.0 is a term that describes A. the second revision of marketer-generated web content. B. the high degree of interactivity among users. C. the decreased interactivity of user generated content. D. the second generation of Internet browsers. E. a technical update of the World Wide Web.

B

Which of the following is true about non-profit organizations, as discussed in the textbook? A. Non-profit organizations are prohibited from using direct mailings and other types of direct marketing. B. Non-profit organizations can use many different elements of the promotional mix to achieve their goals. C. Non-profit organizations should avoid using social media marketing because it is too risky. D. Non-profit organizations do not have any revenue. E. Non-profit organizations account for more than half of all wages and salaries in the US.

B

Which of the following statements describes a key difference between advertising and publicity? A. A firm using publicity has more control over it than it does over advertising. B. Advertising is directly paid, and publicity is indirectly paid. C. Publicity is directly paid, and advertising is indirectly paid. D. Publicity is more expensive on a cost-per-contact basis than advertising. E. Advertising provides an immediate feedback loop, and publicity does not.

B

Alex wants to get his new brand of affordable work out gear into Walmart and Target. He has meetings scheduled with the buyers from each store next month and is spending his time now researching what they are looking for, what the stores' policies are, and how his brand will fit in. He is also trying to learn as much as he can about the individual buyers and their interests and hobbies. Alex is in what stage of the selling process? A. Presentation B. Close C. Preapproach D. Approach E. Prospecting

C

All of the following are responsibilities of a product or brand manager EXCEPT: A. developing and executing a marketing program described in an annual marketing plan for the product line. B. engaging in extensive data analysis related to their products and brands. C. developing and implementing strategies at the corporate level. D. managing existing products through the stages of their life cycles. E. developing new products.

C

As discussed in the textbook, which of these forms of promotion has especially low levels of "wasted coverage"? A. Infomercials B. Outdoor advertising C. Personal selling D. Advertising E. Public relations

C

For many years, Kellogg's Frosted Flakes, a ready-to-eat breakfast cereal, has been perceived as a cereal for children. Tony the Tiger, a cartoon character, extolled Frosted Flakes, and advertisements depicted children enjoying the product with Tony in competitive situations. Recently, in response to declining sales of Frosted Flakes, the cereal-maker has launched a new series of advertisements that show adults admitting that they enjoy Frosted Flakes, too. Kellogg's is attempting to __________. A. complete the Frosted Flakes product life cycle B. develop a perceptual map for Frosted Flakes C. reposition Frosted Flakes D. introduce a new product line extension for Frosted Flakes E. "trade up" Frosted Flakes

C

Imagine that Crest is introducing a new type of automatic but disposable toothbrush. As they introduce the product, Crest runs advertisements telling people what the product is, what it does, and where to find it. These ads would be classified as: A. Comparative ads B. Reminder ads C. Pioneering ads D. Reinforcement ads E. Competitive ads

C

In the popular HBO show Sex and the City, Carrie Bradshaw bought Manolo Blahnik shoes and wrote her advice columns on her Apple laptop. It is rumored that Manolo Blahnik paid the producers to have his shoes featured on the show, while Apple simply donated some computers to the producers. The Manolo Blahnik product placement is considered _____, while the Apple product placement is considered _____. A. Cross-promotion; barter B. Barter; straight-fee C. Straight-fee; barter D. Barter; cross-promotion E. Straight-fee; cross-promotion

C

In the services domain, the range of offerings from product-dominant to service-dominant is referred to as the A. product continuum. B. customer contact audit. C. service continuum. D. inseparability span. E. tangibility line.

C

Julie is in the Girl Scouts and really wants to sell the most Girl Scout cookies so she can win a new bike. She decides to walk around her neighborhood, going door-to-door to sell cookies. At each house, she first tries to sell 8 boxes of cookies. If they say no, she then asks if they will buy two boxes of cookies. This is an example of which selling strategy? A. Adaptive Selling B. Foot-in-the-Door C. Door-in-the-Face D. Relationship Selling E. Ingratiation

C

Recently, the executives at the Fiat automobile company partnered with the producers of the movie Zoolander 2 to create a TV commercial. The TV commercial for Fiat featured the lead character of Zoolander 2 driving a Fiat and running a red light countless times for the sole purpose of getting his photo taken by the traffic light camera and showing off his signature "Blue Steel" pose. The same model of Fiat appeared in numerous scenes in Zoolander 2. This collaboration is called: A. Brandertainment B. Infomercial C. Product Placement: Cross-promotion D. Product Placement: Barter E. Sponsorship

C

Red Bull is interested in creating a new protein energy drink. After their R&D department comes up with an idea for a formula that seems to hold promise, management verifies that it can be mass produced. Next, Red Bull decides to conduct a survey in which the new drink's features and benefits are described in detail and consumers are asked if they would be interested in buying the drink. Which of the following are represented in this scenario? I. ​Business Analysis II. ​Concept Testing III. ​Feasibility Screen IV. ​Prototype Development V. ​Market Testing A. I, II, and IV only B. II and V only C. II and III only D. I and II only E. I, II and V only

C

Salespeople for Godiva Chocolates use their laptop computers to process orders, plan time allocations, forecast sales, and communicate with other Godiva personnel and customers. This is an example of: A. proposal presentation software B. salesforce networking C. salesforce automation D. time management software E. order processing software

C

Since 1924, the Macy's Thanksgiving Day Parade has been held in New York City. Every year, over 3 million people watch the parade in person, and over 45 million watch it on TV. The parade, which is "owned and operated" by Macy's, is an example of _____. A. Public relations B. Sponsorship C. Event marketing D. Branded entertainment E. Advertising

C

The first decision in developing the promotion program is to __________. A. set the budget B. state the mission C. identify the target audience D. select the appeal E. select the media

C

When the market growth rate for hover boards was high, many companies entered the market with brands like the Koogo X1, Spaceboard, Razor Hovertrax, and TechDrift. Now the growth rate has slowed due to the fire hazard with these products. What is most likely to occur next, according to the Product Life Cycle concept? A. Market Homogeneity B. Competitive Entry C. Competitive Shakeout D. Market Heterogeneity E. Lawsuits

C

Which of the following is NOT a suggested technique (as discussed in the textbook) for handling objections in the presentation stage of the personal selling process? A. Deny the objection B. Postpone the objection for later in the meeting C. Misrepresent product features to neutralize the objection D. Simply accept the objection E. Acknowledge the objection and then convert the objection

C

With respect to advertising, CPM is defined as A. the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households. B. the cost per minute of television or radio airtime. C. the cost of reaching 1,000 individuals or households with the advertising message in a given media vehicle. D. the cost of reaching one million households with the advertising message in a given media vehicle. E. the cost of one media vehicle relative to the costs of other media (e.g. direct mail versus television, radio, or outdoor), each of which are divided by the multiple of their respective reach and frequency

C

A slotting fee is a payment that a A. manufacturer makes to a wholesaler as compensation for warehousing inventory. B. manufacturer makes to a retailer as compensation for sales not made while the product was on the shelf. C. manufacturer makes to have a wholesaler distribute a new product to retailers. D. manufacturer makes to place a new product on a retailer's shelf. E. wholesaler makes to place a new product on a retailer's shelf.

D

Axe recently introduced a new body spray, Hatchet, targeted at teenage boys who have yet to learn the appropriate amount of body spray to apply. Axe handed out free samples at middle school pep rallies, texted coupons to teens, and even sponsored a video game contest. Axe was using which of the following promotional mix elements? A. Direct Marketing B. Personal Selling C. Advertising D. Sales Promotion E. Public Relations

D

Bob's Burgers, a local Gainesville restaurant, has had a recent dip in sales. With all of the new restaurants that keep opening up in the area, people are opting to eat elsewhere. To remind people of how delicious and affordable their food is, Bob's decides to run a TV advertisement. The advertisement will air only in the Gainesville area on Channel 20, the local ABC affiliate. Which type of TV advertisement will Bob's be running? A. Syndicated B. Network C. Reach D. Spot E. Cable

D

Conair, a company that sells health and beauty products, has recently released a new model hair dryer: Infinity 3X Pro. Like most other hair dryers on the market, the Infinity comes in four different colors, has three different heat settings, and has an adjustable handle. Similar to other brands, with the purchase of an Infinity 3X Pro, the consumer receives a one-year warranty on the product. Which "level of a product" do these characteristics of the Infinity represent? A. Adaptive B. Augmented C. Selective D. Expected E. Core

D

Dos Equis beer uses a suave, sophisticated, "most interesting" man to promote their brand. A set of human characteristics associated with a brand is referred to as __________. A. product personification B. brand personification C. a symbolic brand D. a brand personality E. a brand spokesperson

D

Eddie is interested in trying Google Glass, the new glasses from Google that keep you connected no matter where you are and what you're doing. However, he is reluctant to purchase the product because he is worried that it won't fit with his fashionable image. As discussed in the textbook, Eddie's reason for resisting Google Glass could best be described as a(n): A. Value barrier B. Usage barrier C. Economic barrier D. Psychological barrier E. Geekiness barrier

D

If Pepsi's advertising is developed and placed into the media by an agency made up only of Pepsi's own staff, then Pepsi is using a(n): A. Co-operative agency B. Private agency C. Limited-service agency D. In-house agency E. Full-service agency

D

In its discussion of the management of services, the text expands the classic "4 Ps" to the "Seven Ps" of Services Marketing. What are the three additional Ps? A. Process, People, and Positioning B. Physical Environment, People, and Payment Mechanism C. Payment Mechanism, Process, and People D. People, Physical Environment, and Process E. Physical Environment, Positioning, and People

D

Katie recently went to Sweet Cakes, a local bakery, in search of a delicious triple-layer chocolate cake to celebrate her new job. While all the employees were extremely polite and helpful and even offered cake selection advice, Katie left disappointed. All the varieties of cakes that Sweet Cakes offered were plain vanilla, and they were very high priced. This is an example of: A. good expected service and good core service B. good core service and good augmented service C. good expected service but bad augmented service D. good expected service but bad core service E. good core service but bad expected service

D

Kim, a printer toner salesperson, is on the phone with Ron, a representative of the Draken Corporation. Kim is telling Ron all the great things about her company's toner in hopes that Ron will purchase a large order for his company. Ron is sold on the idea, but as Kim tries to finalize the sale, Ron tells her that he has to check with his boss, Rufus. Kim failed to close the sale because she erroneously assumed that Ron had: A. A want B. The resources to purchase C. A need D. Purchasing authority E. A crush on Kim

D

Mama's Italian Restaurant is a locally owned business that has some of the best pasta dishes around. In order to produce this delicious cuisine, they must order the finest ingredients. They typically order 500 cans of tomato sauce a month from their supplier, Sysco, but this month the Sysco sales rep is offering them a discount if they purchase 1,000 cans. Which type of sales promotion does this represent? A. Co-op B. Point-of-Purchase C. Pull Promotion D. Push Promotion E. Rebate

D

Mary's Macaroons, a new Gainesville establishment, makes delicious macaroons for an affordable price. To let consumers know about their great cookies with cheap prices, Mary's decided to place an advertisement in the Gainesville Sun. After letting the ad run in the newspaper for a couple of weeks, Mary's conducts surveys and discover that 10,000 consumers were exposed to the ad an average of 4 times each. In this scenario, what is the Gainesville Sun and what is the reach of the ad? A. Media Vehicle; 40,000 B. Medium; 10,000 C. Media Strategy; 40,000 D. Media Vehicle; 10,000 E. Medium; 40,000

D

Nick recently was hired at Outback Steakhouse as a waiter and was told by his managers to ensure "customers have a delightful, fun, and positive experience at our restaurant." Taking this directive seriously, Nick began making awesome balloon animals at his customers' tables, and even cracked a few hilarious jokes, which confused and upset the customers. That wasn't the kind of experience they really wanted. Some even left the restaurant without eating. This scenario represents a: A. knowledge gap B. communications gap C. delivery gap D. standards gap E. perception gap

D

Nike just released a new ad with the Jonas Brothers (a popular "boy band" from the 2000s). In the ad, they are shown playing basketball in their Nike apparel and sneakers. Then, the boys talked about how the Nike equipment enhanced their performance. Nike thought the boys would be highly credible endorsers of their brand. However, Nike overlooked that the Jonas Brothers do not have which basic source factor with regard to performance athletic apparel? A. Experience B. Q score C. Trustworthiness D. Expertise E. Attractiveness

D

Nordstrom is a luxury apparel store with a goal of offering an extensive array of designer clothing along with unmatched attention to customer service. Fortune magazine lists Nordstrom as one of the "World's Most Admired" companies because of its outstanding service. To maintain this image and ensure this standard of service, Nordstrom provides extensive training for its employees. Which one of the "4 I's" of service is Nordstrom attempting to address? A. Inventory B. Intangibility C. Indifference D. Inconsistency E. Industrialization

D

Palm Tree lotion is more expensive than many other lotions it competes against. Palm Tree is sold in many different types of stores. Palm Tree spends a large amount of money on advertising, and it has a Research and Development department dedicated to making sure the product is utilizing the most innovative ingredients and packaging in the industry. Palm Tree enjoys a high degree of brand loyalty among its customers. Palm Tree lotion is most likely a: A. Generic B. Brand Equity C. Private Label Brand D. National Brand E. Licensed Brand

D

Sarina is famous in Gainesville for making the best hair conditioning treatment. She has a secret recipe that leaves hair shiny and healthier looking. Recently, Sarina changed the conditioner bottle to one with a screw on cap instead of one that squirts the treatment out. Customers had been complaining that they were wasting too much of the conditioner because it got stuck at the bottom of the bottle. Sarina is attempting to improve which packaging function? A. Communicate B. Innovation C. Contain/Protect D. Facilitate Use E. Fit Channel Needs

D

The dimension of service quality called __________ refers to the caring, individualized attention provided to customers. A. assurance B. sympathy C. responsiveness D. empathy E. reliability

D

User generated content (UGC) refers to A. content found only on blogs and wikis. B. content found on a "personal profile" page. C. content that is created with the intention of achieving commercial profit. D. the various forms of online media content that are publicly available and created by end users. E. content found on forms of online media that are privately owned and operated by a single "user."

D

Whirly Whirly Blenders, Inc., is excited to announce the release of a new blender. They currently have 5 different models of blenders in their product line. Now, they are adding a new blender to their line that will have two separate blades rather than a single blade. What level of innovation does this new blender represent? A. Discontinuous B. Generational C. Dynamically Continuous D. Continuous E. Me-too

D

A UF scientist invented an automated eye drop dispenser. It looks like a regular pair of eyeglass frames and utilizes tiny cameras and an even smaller microprocessor to predict when the wearer will blink. When the dispenser anticipates a blink, the glasses automatically dispense eye drops to the eye right before the blink. This item can be used by small children and save the child's parents the hassle and time of administering eye drop medicine to their child. The time savings this invention offers are a: A. Product Feature B. Product Definition C. Point of Parity D. Product Positioning E. Product Benefit

E

A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller (e.g., a retail chain) because the segment attracted to the reseller is different from its own market is referred to as __________. A. multiproduct branding B. generic branding C. multibranding D. private branding E. mixed branding

E

Beats headphones were introduced to the market in 2006 and have become a "must-have" item for all ages. A world-renowned research specialist, Dr. Dre, has analyzed the Beats product life cycle. He found that Beats currently has steady sales and a hefty market share of 64%, but the sales numbers have hit a plateau. From these findings, where is Beats in the PLC? A. Decline B. Introduction C. Shakeout D. Growth E. Maturity

E

Before Disney made a presentation to Marvel Comics to attempt to get the rights to use Star Wars trademarks in its theme parks, Disney did as much research as they could on Marvel, including studying their website and interviewing employees. This is an example of what step in the selling process? A. Follow-up B. Close C. Prospecting D. Approach E. Preapproach

E

Chris is trying to decide which cookies to buy. He is choosing from several brands that have just been introduced. While shopping at Publix, he sees Pillsbury Double Chocolate Chunk cookies. He decides to see if this will be his new, regular cookie of choice. Chris' adoption process is most likely to follow which of the following sequences? A. trial -> interest -> awareness -> evaluation -> adoption B. interest -> awareness -> trial -> evaluation -> adoption C. interest -> awareness -> evaluation -> trial -> adoption D. awareness -> interest -> evaluation -> trial -> adoption E. awareness -> interest -> trial -> evaluation -> adoption

E

Clark owns a sporting goods store and has conducted some market research to support his promotional planning effort. Using the results below, what should Clark's promotional objective be for the next year? 100% Total Potential Market 88% Aware 76% Knowledgeable 68% Like 58% Intend 51% Buy A. Increase the awareness of Clark's store B. Increase the number of people who buy from Clark's store C. Increase the number of people who like Clark's store D. Increase the knowledge people have of Clark's store E. Increase the intention to go to Clark's stores

E

Every three months Christie orders a package of 100 pens from BlackForrest.com for her office. She notices that sometimes her order takes 2 days to arrive, sometimes 3, and sometimes she gets the pens the very next morning. This is an example of which of the 4 I's for BlackForrest? A. Intangibility B. Inventory C. Investment D. Inseparability E. Inconsistency

E

Imagine that Macy's decided to open a line of smaller, less expensive stores called "Macy's Clearinghouse." The name "Macy's Clearinghouse" combines the original Macy's name with a new term, "Clearinghouse," to distinguish this new type of store from the original stores. This would be an example of: A. A fighting brand B. Mixed branding C. Cross-branding D. Co-branding E. Sub-branding

E

Jen needed $100 of spending money for groceries for the next few weeks and decided to ask her parents for it. Upon calling her parents, Jen asked for $500. Her parents, to no surprise, were shocked and not pleased and said, "No way!" As a response to this, Jen finally "settled" with her parents for $100. Jen used which of the following sales presentation techniques? A. Foot-in-the-face B. Ingratiation C. Begging D. Foot-in-the-door E. Door-in-the-face

E

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of the popular childhood candy). Kemps Dairy had to pay Wrigley, the owner of the Life Savers brand name, a fee to produce and market this concoction to supermarkets and convenience stores. This is an example of __________. A. generic branding B. private label branding C. mixed branding D. trademark infringement E. brand licensing

E

Lexus issued a press release to build up the excitement for their new product: the Lexus Hoverboard. Based in part on the press release, a reporter from the Gainesville Moon wrote an article about how he believed the new Lexus Hoverboard is a breakthrough in transportation and by the end of the decade almost everyone will own one because they are so useful. The article by this reporter is _____, while the press release is: A. Public Relations; Publicity B. Sales Promotion; Public Relations C. Advertising; Publicity D. Free Advertising; Public Relations E. Publicity; Public Relations

E

On a recent shopping excursion at a local Target store, Jim Krause went from aisle to aisle selecting the products he needed. He bought a variety of products, including shampoo, toothpaste, a plant for his office, and several pairs of socks. Interestingly, the only salesperson Krause encountered was the person at the checkout counter. The checkout person at Target is an example of a(n) __________. A. outside order taker B. Chief Checkout Officer (CCO) C. inside order getter D. outside order getter E. inside order taker

E

Rachel just got a promotion and is looking to buy a new car. Her friend Annie told her about the new Lexus that just came out. Rachel is interested in the car because it is safe and has a lot of room for storage, which is important to her because she has two young boys. Rachel is currently doing research on its other features and comparing it to other cars to determine if it is the best fit for her and her family. What stage in the adoption process, is Rachel currently in? A. Adoption B. Trial C. Awareness D. Interest E. Evaluation

E

Shown below are data that Marriott uses to compute Customer Lifetime Value (CLTV). They have identified three classes of customer. Blake is a Marriott Rewards Gold-level member. If Marriott can convert him to the Platinum level, how much greater will his CLTV be? Silver Gold Platinum Stays/Month 2.1 4.3 9.2 $$ Per Visit $200 $400 $700 Average Life (Years) 1.4 5.3 13.2 A. $56,640 B. $7,120 C. $75,892 D. $4,720 E. $910,704

E

Tatiana frequently shops at Intermix, an online retailer. Recently, she noticed that whenever she is on Facebook there are advertisements for Intermix along with other shopping websites she has visited in the last few weeks. Intermix is engaged in: A. Behavioral Forecasting B. Behavioral Focusing C. Stalking D. Permission Marketing E. Behavioral Targeting

E

The University of Florida is constantly evaluating their course management platforms (e.g., Canvas). One of Canvas' competitors is Moodle. Imagine that Moodle wants to make a sale to UF, so they send a team from Moodle to conduct an educational program for about 20 members of UF's information technology staff. During this program, they describe some of the cutting-edge features that Moodle offers. This sales format is known as: A. Enterprise selling B. Suggestive selling C. Innovative selling D. Consultative selling E. Seminar selling

E

The practice of using a group of professionals in selling to and servicing major customers is referred to as A. cooperative selling. B. partnership selling. C. missionary sales. D. sales engineering. E. team selling.

E

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using? A. a rebate B. a sample C. a contest D. bundling E. a deal

E

Tim Cook, Apple CEO, was curious to see what comes to consumers' minds when they think of Apple. He had random consumers shout out what they thought of when the company was named. Some of the words were, "technology, blue, luxury, genius, phones, laptops, and Safari." These words represent what component of Brand Equity? A. Loyalty B. Perceived Quality C. Awareness D. Resources E. Associations

E

When thinking about integrated marketing communications, the term "field of experience" refers to what idea? A. When evaluating whether a campaign will succeed, one should consult the sender's history of successful similar campaigns. B. When developing a campaign, the sender should have more experience with the advertised product that the receiver does. C. When developing a campaign, the sender should consult outside experts who know more about the product than the sender does. D. For a campaign to succeed, the receiver should have a high degree of expertise with the advertised product. E. For a campaign to succeed, the sender and receiver should share some common experiences and knowledge relevant to the product or message

E

Which of the following is NOT one of the four types of consumer products discussed in the text? A. Convenience B. Shopping C. Unsought D. Specialty E. Loyalty

E

While you are re-watching the lectures for MAR 3023, studying diligently for your upcoming exam, your roommate decides it is a good time to throw a party. Trying to tune out the festivities, you focus as much as you can on the lecture content. However, due to the distraction of the party, you misinterpret some of the key points. This is an example of which aspect of communications theory? I. Noise II. Encoding III. Decoding A. II and III only B. I, II and III C. I only D. I and II only E. I and III only

E

You first hear about a new brand of cologne called "Allergic" because you saw an article about it in the New York Times that reported how many celebrities were at the "Allergic" launch party last weekend. What type of source is the New York Times article? A. marketer-controlled/independent B. impersonal/ marketer-controlled C. personal/marketer-controlled D. personal/independent E. impersonal/independent

E

You have 200 million consumers in your national target market. National category sales are $300 million. National brand sales are $100 million. Which territory should you invest in due to its great potential? Territory Number of Consumers (in Millions) Brand Sales (in millions of dollars) Category Sales (in millions of dollars) New York 15 10 20 Virginia 12 8 16 Florida 12 4 35 Texas 8 3 15 Michigan 6 6 10 A. Florida B. Texas C. New York D. Virginia E. Michigan

E