Marketing Final (NOT CHAPTER 2)

Advertisements of Brita LED Lightings are in the form of comparative advertising to emphasize the benefits of using LEDs over CFLs. The ads emphasize that Brita's LEDs cost less than CFLs or other brands' LEDs, last longer, consume lesser energy, and need to be replaced fewer times than CFLs. In this case, which of the following advertising appeals is used in these ads? a. Admiration b. Profit c. Vanity and egotism d. Health

B

Companies that successfully implement customer relationship management tend to a. maximize the role of distributors in marketing b. customize the goods and services offered to their customers c. assume that customers have similar needs that can be met with a common marketing mix. d. minimize the use of database technology

B

Consumers usually buy a _____ only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility. a. major product b. specialty product c. convenience product d. shopping product

B

Eve's Aura, a manufacturer of bath and beauty products, predominantly sells convenience products. Given this information, which of the following is a characteristic of Eve's Aura's products? a. They are bought very rarely by consumers. b. They require wide distribution in order to sell sufficient quantities. c. They are purchased after more planning effort than specialty products. d. They will be more expensive than shopping products.

B

Firms that are _____ assume that a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase a product. a. exchange oriented b. market oriented c. sales oriented d. production oriented

B

Firms use competitive or brand advertising when a product enters the _____ of the product life cycle and other companies begin to enter the marketplace. a. introductory stage b. growth stage c. formative stage d. decline stage

B

Fournotts Corp. manufactures syringes that filter water, but the consumers in the market are not aware of the existence of this product. In this case, which of the following strategies will increase the sales of the syringes? a. Using status-conscious advertising b. Using direct response advertising c. Using selective advertising d. Using customer-generated advertising

B

Identify a true statement about an advertising campaign. a. It contains a wide variety of themes and slogans. b. It extends for a defined period of time. c. It cannot focus on more than one advertising appeal. d. It follows the Boston Consulting Group's matrix.

B

Identify a true statement about production-oriented firms. a. They do not focus on their internal capabilities. b. They lack an understanding of the needs and wants of the marketplace. c. They focus on their customers and have quick cycle times. d. They determine what products their customers want and then produce them.

B

If an advertiser wants to enhance the sales of a specific good or service, _____ should be used. a. institutional advertising b. product advertising c. corporate advertising d. advocacy advertising

B

Which of the following statements is true of customer relationship management? a. It involves targeting the average customer or everybody. b. It involves establishing and tracking customer interactions with a company. c. It considers all customers as one large group that should be targeted with a single promotional strategy. d. It is used by sales-oriented firms to convince customers to buy their products.

B

Which of the following statements is true of marketing? a. A consumer does not pay for the marketing costs. b. Marketing offers great career opportunities in business and nonbusiness organizations. c. Only two percent of the entire civilian workforce in the U.S. performs marketing activities. d. Marketing is limited to the people of the marketing department of a firm.

B

Which of the following statements is true of product lines? a. They limit the product choices offered to customers to one or two product items. b. They provide economies of scale in advertising. c. They require greater transportation and warehousing costs than product items. d. They increase a firm's manufacturing and inventory costs.

B

_____ is a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the Internet; or at special events. a. Audience selectivity b. Product placement c. Corporate communication d. Advergaming

B

_____ occurs when two brands receiving equal treatment borrow from each other's brand equity. a. Ingredient branding b. Cooperative branding c. Complementary branding d. Family branding

B

. In the context of purchasing profiles, _____ are business customers who consider numerous suppliers, solicit bids, and study all proposals carefully before selecting one. a. laggards b. innovators c. optimize d. satisficers

C

. Laelle Chocolates Inc. is a confectionery company that manufactures candies. It does not use specific strategies to target children while marketing its products. Instead, it uses the same strategies to promote its candies among all consumers in the market. This is an example of a(n) _____. a. multisegment targeting strategy b. individual targeting strategy c. undifferentiated targeting strategy d. concentrated targeting strategy

C

A difference between informational labeling and persuasive labeling is that informational labeling: a. focuses on a promotional theme or logo rather than consumer information. b. increases a consumer's cognitive dissonance after a purchase. c. helps a consumer make proper product selections when making a purchase. d. gives an impression of environmental friendliness to a product.

C

Advertising campaigns follow the _____. a. BCG matrix b. IMC model c. AIDA model d. SWOT matrix

C

Allied Inc., a beverage manufacturer, follows a societal marketing orientation. It now wants to revamp its existing containers as they were found to be harmful to its users. In this case, Allied Inc. will: a. change the label of the old containers and use them. b. sell containers that will leave high amounts of chemical wastes when burned. c. produce containers that are less toxic than its previous containers. d. manufacture containers that cannot be reused.

C

At Rue's Hunting Emporium, a retail store, equipment required for hunting is sold. When a new or revised equipment is introduced, it advertises those products steadily throughout a planned period of time. This is an example of a _____. a. circular media schedule b. flighted media schedule c. continuous media schedule d. seasonal media schedule

C

Elsem Foods Inc. is a packaged food company. It sells several varieties of packaged foods such as savories, cupcakes, candies, crackers, fruit juices, and carbonated drinks. It receives its largest profit from its newly introduced line of tropical fruit juices that are available in different flavors, such as orange, apple, litchi, cranberry, and so on. Given this information, which of the following is a product item of Elsem Foods Inc.? a. Savories b. Candies c. Orange juice d. Carbonated drinks

C

In the context of a buying process, which of the following statements is true of satisficers a. They select the best supplier who satisfies their product and delivery requirements b. They study numerous proposals carefully before selecting one. c. They contact familiar suppliers and place orders with the first one that fulfills their requirements d. They contact new and unfamiliar suppliers when they need to purchase a product

C

Mass-marketing efforts are used by marketers because a. consumers have their own unique sets of needs and wants b. the time consumers spend on making purchase decisions has increased in recent times c. of the need to create brand awareness or to remind consumers of a product d. the importance of rewarding individual consumers for their loyalty has declined in the recent years

C

Remnants Perfumes is a high-end, exotic women's fragrance. The manufacturers of Remnants Perfumes want to establish it as a specialty product. In this case, which of the following will be an objective of the manufacturers of Remnants Perfumes? a. To employ mass advertising strategies b. To increase the distribution network c. To focus on establishing a brand name d. To decrease the prices of the products

C

Tennot Designs Inc. manufactures and sells clothes and shoes. Which of the following strategies will the company most likely employ if idecides to adopt a concentrated targeting strategy? a. It will manufacture and sell clothes for men, women, and children. b. It will manufacture and sell unisex clothes c. It will focus on satisfying the clothing needs of people who are extremely tall d. It will focus on customizing clothes according to each customer's preference

C

The editorial board of Gamers' Page, a magazine that primarily caters to people who are enthusiastic about sports and gaming, targets people who enjoy games. This type of market segmentation used by the editorial board of Gamers' Page is an example of _____. a. usage-rate segmentation b. geographic segmentation c. psychographic segmentation d. benefit segmentation

C

. Livin' Styles is a home décor company well-known for its varieties of designs. The management of Livin' Styles collaborates with its customers and co-creates designs. This is an example of _____. a. following sales orientation b. focusing on environmental value c. delegating authority d. creating customer value

D

A cell phone manufacturing company is said to functionally modify one of its products if it: a. introduces a sleek and stylish version of the cell phone with the same specifications. b. reduces the price of the cell phone ahead of a sale. c. introduces stylish headphones for the cell phone. d. releases a software update to fix the cell phone's heating problem.

D

A firm that adopts an undifferentiated targeting strategy assumes that a. A firm that adopts an undifferentiated targeting strategy assumes that b. it can compete effectively with large firms c. concentration of all of the firm's resources in a single market will result in cannibalization d. individual customers have similar needs that can be met with a common marketing mix.

D

A firm that extensively uses relationship marketing strategies is most likely to: a. focus on the internal rather than the external business environment. b. rely on aggressive sales strategies. c. focus on short-term goals of increasing sales. d. encourage teamwork among employees.

D

An alternative to a commercial spot is _____, a thirty-minute or longer advertisement, which is relatively inexpensive to produce and air. a. the frequent buyer program b. a premium c. a sweepstake d. the infomercial

D

Consumers usually buy a _____ only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility. a. major product b. specialty product c. convenience product d. shopping product

D

Dunchen Moo, a manufacturer of dairy products, sells a variety of milk powders, flavored whipped cream, and yogurts. It markets a number of yogurts including Dunchen All Natural, Dunchen Fruit on the Bottom, Dunchen Light & Fit, DunActive, and Dun-o-nino. The large variety of yogurts under the Dunchen brand are collectively an example of a _____. a. market segment b. target market c. product mix d. product line

D

Duski, a very expensive brand of clothing and accessories, promotes its products by using advertisements that feature beautiful women clothed in its brands. Given this information, which of the following advertising appeals is used by Duski? a. Health b. Environmental consciousness c. Profit d. Vanity and egotism

D

Fournotts Corp., a sports shoe manufacturer, launched a new sports shoe. As a part of publicity, it invited its customers to try the shoes and get a feel of its features. This is an example of _____. a. corporate communication b. sponsorship c. product placement d. experiential marketing

D

Identify a true statement about a product. a. An excellent distribution channel can compensate for an inferior product. b. A consumer product and an industrial product is differentiated based on the price. c. It is the marketing mix that can be decided after choosing a promotion strategy. d. It is usually the starting point in creating a marketing mix for a market segment.

D

Identify a true statement about specialty products. a. They are made directly available to a consumer through direct mail. b. They are relatively inexpensive and merit little shopping effort. c. They are easily substituted with other products. d. They are distributed to only a few outlets in a geographic area.

D

In the context of customer relationship management trends, which of the following statements is true of personalization? a. It uses mass-media approaches to meet the expectations of customers b. It increases the time taken by customers to make purchase decisions c. It involves rewarding customers for their business to a firm d. It treats customers as individuals who have their own unique sets of needs and wants

D

In the context of customer relationship management, _____ offers marketers a more cost-effective way to reach customers and enables businesses to personalize their messages. a. repositioning b. undifferentiated targeting c. loyalty d. new technology

D

In the context of the effects of advertisements, humorous advertisements: a. cannot be used to reinforce and remind loyal customers about the benefits of a product. b. are effective in changing consumers' deeply rooted values and attitudes. c. cannot be used by companies that introduce new products. d. are effective at shaping attitudes when consumers already have a positive image of an advertised brand.

D

Kelly's Kitchen, a popular chain of fast food restaurants, offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack. This is an example of a: a. trade allowance. b. loyalty marketing program. c. rebate. d. premium.

D

Single-variable segmentation is clearly more precise than multiple-variable segmentation True or False?

False

The Federal Trade Commission does not allow the identification of competing brands in comparative advertising. True or False?

False

The final step in market segmentation is selecting segmentation descriptors True or False?

False

The selection of media is not dependent on promotional objectives, the appeal, or executional style of advertising. True or False?

False

Trademark rights come from registration rather than use. True or False?

False

Washers, dryers, refrigerators, and televisions are examples of unsought products. True or False?

False

When making a purchase, satisfiers consider numerous suppliers, solicit bids, and study all proposals carefully before selecting one. True or False?

False

With the personal and targeted nature of customer relationship management, consumers spend more time making purchase decisions. True or False?

False

Serious or emotional advertisements are largely used to change people's deeply rooted values and attitudes. True or False?

False

Nessca Corp. manufactures electronic gadgets. It instructs its marketing team to competitively advertise and promote its gadgets. The company, instead of believing in market research, believes that the market will absorb more products if customers are made aware of the products. The workforce of Nessca Corp. is most likely to: a. be inward looking, focusing on selling what the firm makes. b. take responsibility for its customers' well-being and interests. c. assume that sales depend on a customer's decision to purchase a product. d. focus on determining the needs of its customers rather than selling aggressively.

A

. A firm using a(n) _____ essentially adopts a mass-market philosophy, viewing the market as one big market with no individual segments a. undifferentiated targeting strategy b. niche targeting strategy c. individual targeting strategy d. concentrated targeting strategy

A

. Kirksand Airlines is well-known for providing excellent service and personalized attention to its flyers. The staff listen carefully to the flyers' wants and needs. If a flyer had any specific requests, the staff member would see to it that the flyer's needs are immediately attended to. In this scenario, on which of the following trends has Kirksand Airlines based its customer relationship management? a. Personalization b. Time savings c. Loyalty d. Technology

A

. Starlight Jewelry sends Lauren a birthday greeting card along with a pendant as a token of appreciation for shopping frequently at its store. The trend portrayed in this customer relationship management technique is _____. a. loyalty b. technology c. time savings d. time savings

A

A firm would benefit from production orientation when _____. a. it considers the needs of the marketplace b. the market demand is less than the products supplied by the firm c. it hopes that the product it produces is something customers want d. it focuses on what company management thinks should be produced

A

A market-oriented firm defines its business in terms of: a. the benefits its customers seek. b. goods and services. c. minimal promotion for high-quality products. d. targeting the average customer.

A

Gypsy Foods Inc. is a multinational food and beverage company. Its labels are colorful and project the words 'new' and 'improved' along the product's name. The packages do not provide details about the product's ingredients. In this case, Gypsy Foods is using _____. a. persuasive labeling b. informational labeling c. perspective labeling d. cooperative labeling

A

Identify a true statement about global branding strategies. a. A one-brand-name strategy is useful when a company markets mainly one product. b. Using different brand names in different markets leads to greater identification of the product from market to market. c. A one-brand-name strategy reduces the ease of coordinating promotion from market to market. d. Using different brand names in different markets means that a company does not follow localization.

A

If the goal of the promotion plan is to improve the image of the company or the industry, _____ may be used. a. institutional advertising b. pioneering advertising c. competitive advertising d. comparative advertising

A

In order to attract customers who are blue-collar workers, Prisly Inc., a laundry detergent manufacturer, introduced a liquid detergent that easily removes tough stains. Soon after, the management noticed that there was a significant drop in the sales of its detergent powder as the company's loyal customers, who previously purchased the detergent powder, started purchasing the more effective liquid detergent. As a result, Prisly Inc. was forced to reduce production of its detergent powder. In this scenario, it is evident that Prisly Inc. has adopted a(n) _____. a. multisegment targeting strategy b. multisegment targeting strategy c. undifferentiated targeting strateg d. concentrated targeting strategy

A

Laelle Corp., a furniture manufacturing company, uses marketing efforts like paid television commercials and magazine inserts to publicize its products. These are examples of activities associated with: a. advertising. b. franchising. c. personal selling. d. nonstore retailing.

A

Lisa goes to an electronic goods store to purchase a washing machine. After comparing the various brands of washing machines available, their technical features, prices, and durability, she purchases one that is cheaper and smaller in size than the rest. In this case, Lisa purchases a _____. a. shopping product b. business product c. specialty product d. convenience product

A

Magnira Corp., a manufacturer of hygiene and personal care products, launches a new toothpaste "Tidy" that is more effective in maintaining oral hygiene than other brands. The advertisements of Tidy provide highly valid research information. This is an example of _____. a. scientific executional style b. slice-of-life executional style c. lifestyle executional style d. demonstration executional style

A

New brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share because: a. a certain minimum level of exposure is needed to measurably affect purchase habits. b. spending more will prevent advertising response function. c. returns multiply beyond a certain level of spending. d. product sales and market share improve drastically and keep increasing with more spending.

A

Reach is related to a medium's ratings, generally referred to in the industry as: a. gross ratings points. b. cost per rating points. c. gross review points. d. target ratings points.

A

Unlike magazine advertising, radio advertising: a. provides maximum flexibility. b. has longer lead time. c. poses difficulty in communicating humor. d. has high unit and production costs.

A

Unlike the personnel in market-oriented firms, the personnel in sales-oriented firms: a. tend to be inward looking. b. focus on making what the market wants. c. enhance individuals' and society's long-term best interests. d. determine the needs of both the final buyer and intermediaries.

A

Which of the following is a difference between individual branding and family branding? a. In individual branding, different brand names are used for different products, whereas in family branding, several different products are marketed under the same brand name. b. Companies use individual branding when products do not vary in use or performance, whereas companies use family branding when products vary greatly in use or performance. c. Individual branding identifies the brand of a part that makes up a product, whereas family branding identifies the entire product. d. Individual branding is used when two brands receive equal treatment, whereas family branding is used when two brands borrow from each other's brand equity.

A

Which of the following is a similarity between trade sales promotion and consumer sales promotion? a. Both focus on providing incentives to consumers or wholesalers to make an immediate purchase. b. Both focus on providing push money and trade allowance to loyal consumers. c. Both aim to increase sales by using point-of-purchase display. d. Both aim to segment a market based on its characteristics.

A

Which of the following statements is true of an organization's product mix? a. Firms widen their product mix to capitalize on established reputations. b. A wide product mix decreases sales and profit-making potential. c. A wide product mix means that that the product line is deep. d. All product items in a product mix follow a standard marketing strategy.

A

Which of the following statements is true of customer relationship management? a. It involves linking all processes of a company from its customers through its suppliers. b. It tries to convince potential customers to buy, even if the seller knows that the customer and the product are mismatched. c. It is used more by sales-oriented firms than market-oriented firms. d. It is most extensively used by production-oriented firms.

A

Which of the following statements is true of executional styles? a. Executional styles often dictate what type of media is to be employed to convey the message. b. Injecting humor into an advertisement is the least effective executional style. c. A message can be easily communicated through humor in print or magazine advertising. d. Scientific executional styles lend themselves well to billboard advertising.

A

Which of the following statements is true of market segmentation? a. It helps marketers to design marketing mixes to match the characteristics of one or more segments b. It helps marketers to adopt a single market mix to meet the needs of customers in the market c. It helps marketers to adopt a single market mix to meet the needs of customers in the market d. It helps marketers to focus on satisfying customer needs rather than meeting the organization's objectives.

A

Which of the following statements is true of pioneering advertising? a. It offers consumers in-depth information about the benefits of the product class. b. It is heavily used during the growth stage of the product life cycle. c. It focuses on influencing demand for a specific brand over other brands. d. It is used mainly to compare brands on one or more specific attributes.

A

Which of the following statements is true of the marketing concept? a. It states that an organization should satisfy customer wants and needs while meeting organizational objectives. b. It overlooks the importance of understanding the competitive arena and strengths and weaknesses of competition. c. It states that firms should give maximum importance to aggressive promotional and advertising activities. d. It states that marketing solely means selling things and collecting money.

A

Which of the following targeting strategies results in cannibalization of products? a. A multisegment targeting strategy b. The universal targeting strategy c. An undifferentiated targeting strategy d. A concentrated targeting strategy

A

_____ is designed to help consumers make proper product selections and lower their cognitive dissonance after a purchase. a. Informational labeling b. Persuasive labeling c. Perspective labeling d. Promotional labeling

A

_____ is the ability of an advertising medium to reach a precisely defined market. a. Audience selectivity b. Target sensitivity c. Projection efficiency d. Target efficiency

A

_____ is the channel used to convey a message to a target market. a. A medium b. An advertising appeal c. Reach d. Audience selectivity

A

_____ refers to segmenting markets by region of a country or the world, market size, market density, or climate. a. Geographic segmentation b. Benefit segmentation c. Demographic segmentation d. Usage-rate segmentation

A

A disadvantage of newspaper advertising is that: a. it has low geographic selectivity and flexibility. b. it may not be the best vehicle for marketers trying to reach a very narrow market. c. it does not lend itself well to cooperative advertising. d. it does not allow manufacturers and retailers to split the costs of advertising.

B

A _____ is a media scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times. a. circular media schedule b. flighted media schedule c. continuous media schedule d. seasonal media schedule

B

A _____ is not possible when a brand name has a negative or vulgar connotation in the local language. a. repositioning strategy b. one-brand-name strategy c. co-branding strategy d. family branding strategy

B

A _____ occurs when a company's management decides to add products to an existing product line in order to compete more broadly in the industry. a. product line reeling b. product line extension c. product line classification d. product line contraction

B

A concentrated targeting strategy differs from an undifferentiated targeting strategy in that a concentrated targeting strategy: a. results in cannibalization of products b. involves selecting a market niche for targeting its marketing efforts c. views the market as one big market with no individual segments d. uses a common marketing mix for the entire market

B

In the context of strategies for selecting target markets, which of the following is a disadvantage of an undifferentiated targeting strategy? a. It is difficult to tailor marketing mixes to the preferences of individual market segments b. It often results in sterile, unimaginative product offerings that have little appeal to anyone c. It results in cannibalization of products d. It increases production and marketing costs of a firm

B

Nalpas Inc., an apparel company, manufactures clothes for men, women, and children. It further divides its core customers on the basis of demographic variables such as income, ethnic background, and family life cycle. These divisions are known as _____. a. positioning bases b. market segments c. perceptual maps d. market positions

B

Reducing a product's quality: a. provides new opportunities for market segmentation. b. lets a firm's manufacturer lower the price. c. results in increased brand loyalty or new opportunities for market segmentation. d. helps firms cater to the upper classes effectively.

B

Researchers at Fresnas Inc. invented a new form of glass that filters harmful rays of sunlight and blocks heat. Without researching the market conditions, Fresnas Inc. went ahead and manufactured windshields with the new glass. It hopes that customers will like its new product. In this scenario, Fresnas Inc. has adopted a _____. a. sales orientation b. production orientation c. market orientation d. societal marketing orientation

B

Terra Corp. produces a wide range of furniture, such as cabinets, book cases, and wardrobes. It divides its consumer market into several groups of people who have similar interests in wooden furniture. In this case, dividing its consumer market: a. enables Terra Corp. to meet the markets' need with a single marketing mix. b. enables Terra Corp. to define customer needs and wants precisely c. eliminates the need for defining marketing objectives d. eliminates the need for defining marketing objectives

B

Tread Inc. is the market leader for sports shoes in the subcontinent of Gavon. Though the brand has not introduced any new product lines over the past decade, its signature products enjoy a high demand and have always remained popular. According to the concept of advertising response function, which of the following should be Tread Inc.'s advertising strategy? a. It should have a large budget for advertising expenditures. b. It should spend proportionately less on advertising than on a newer line. c. It should penetrate consumers' perceptual defenses and affect purchase intentions. d. Its advertisements should easily affect target consumers' deeply rooted values and attitudes.

B

Understanding the advertising response function helps marketers: a. increase the sales and market share of a brand. b. use their advertising budgets wisely to suit the target market. c. know the real effect of an advertising campaign. d. gain publicity for a brand.

B

Wesley Electronics Inc. is a company that manufactures electronic gadgets. The marketing managers of the company spend a great deal of money on advertising in order to create awareness of the company's products among potential customers. They employ various methods of advertising, such as print, broadcast, and online advertising. According to the steps of market segmentation, Wesley Electronics Inc. is most likely: a. selecting a market or product category for study b. designing and implementing marketing mixes c. profiling and analyzing market segments d. selecting segmentation descriptors for a market

B

Which of the following is a drawback of the sales-orientation philosophy? a. It gives excessive importance to the needs and wants of the marketplace. b. It cannot convince people to buy goods that are neither wanted nor needed. c. It places little emphasis on the assessment of manufacturing plants and facilities. d. It gives importance to the production function over other functions.

B

Which of the following is a similarity between a production orientation and a sales orientation? a. Both ignore the importance of assessing a firm's internal capabilities. b. Both lack an understanding of the needs and wants of the marketplace. c. Both place little emphasis on the assessment of manufacturing plants and facilities. d. Both fail in a market where demand exceeds supply.

B

Which of the following is an advantage of a multisegment targeting strategy a. It significantly reduces the risk of product cannibalization b. It provides economies of scale in manufacturing and marketing c. It helps in satisfying the needs of a niche market d. It decreases the costs involved in product design, marketing research, and management

B

Which of the following is an advantage of using cost per contact to determine the media mix for a product? a. It allows advertisers to increase an ad's effectiveness by reaching potential customers. b. It enables an advertiser to compare the relative expenses of specific media vehicles. c. It requires advertisers to pay only for the customers who view their ad. d. It allows marketers to minimize the cost of advertising by reaching a large number of people.

B

Which of the following statements is true of a concentrated targeting strategy? a. It allows a firm to serve two or more well-defined market segments simultaneously b. It is often adopted by small firms to compete effectively with much larger firms c. It follows a mass-market philosophy by viewing the market as one big market without any individual segments. d. It often results in cannibalization, which occurs when sales of a new product cuts into sales of an existing product.

B

Which of the following statements is true of a specialty product? a. It is widely distributed in a geographic area in order to sell sufficient quantities. b. It is marketed using selective, status-conscious advertising to maintain its exclusive image. c. It is easily substituted with products that have the same features. d. It is unknown to a potential buyer or a known product that the buyer does not actively seek.

B

Which of the following statements is true of cooperative advertising? a. It does not allow retailers to devote effort to the manufacturer's lines. b. It resolves the impracticality of listing all the dealers of the brand in national advertising. c. It doubles the revenue generation for the retailer. d. It cannot be used for advertising through radio.

B

The management of Leyton Electronics Inc. always favors market orientation over the other marketing management philosophies. In this case, which of the following is most likely to be true of Leyton Electronics Inc.? a. Leyton Electronics Inc. overlooks the importance of market research. b. Leyton Electronics Inc. manufactures products that are similar to its competitors' offerings. c. Leyton Electronics Inc. satisfies its customers' wants and needs legally and responsibly. d. Leyton Electronics Inc. lacks an understanding of its competitors' strengths and weaknesses.

C

Unlike a production-oriented firm, a market-oriented firm: a. uses aggressive sales techniques to increase sales. b. focuses on its internal capabilities rather than the needs of marketplace. c. focuses on satisfying customer wants and needs. d. produces what company management thinks should be produced.

C

Which of the following is a criterion for successful market segmentation? a. The market segment must comprise people with different product needs b. The market segment must comprise people of different characteristics c. The market segment must be large enough to warrant developing and maintaining a special marketing mix. d. The market segment must be divided according to the North American Industry Classification System

C

Which of the following is a reason why many retailers are creating and promoting their own captive brands? a. Captive brands carry evidence of a store's affiliation and are available everywhere. b. Captive brands are displayed separate from mainstream products in a store. c. This strategy allows retailers to ask a price similar or equal to manufacturers' brands. d. This strategy allows retailers to market private brands as inferior to manufacturers' brands.

C

Which of the following is a sales-oriented organization? a. Fournotts Corp. that produces what the company management thinks should be produced b. Magnira Corp. that understands the needs and wants of the marketplace c. Fillets Inc. that believes in the philosophy that aggressive sales techniques can result in high sales d. Laelle Inc. that believes that a sale is based on a customer's decision to purchase a product

C

Which of the following is a similarity between a stock market and a labor market? a. Both adopt a barter system to facilitate the exchange of products b. Both are composed of people who are unwilling to spend large sums of money for products or services. c. Both are composed of people with specific wants that can be satisfied by particular product categories d. Both deal in selling high-end, expensive products

C

Which of the following is an example of unmeasured media ad spending? a. Cable TV b. Magazines c. Catalogs d. Newspapers

C

Which of the following statements is true of a sales-oriented firm? a. It carefully identifies market segments. b. It extensively uses relationship marketing strategies. c. It extensively uses personal selling and advertising. d. It increases sales by creating customer value and satisfaction.

C

Which of the following statements is true of an unsought product? a. Marketers of unsought products often use selective, status-conscious advertising to maintain the product's exclusive image. b. Consumers buy unsought products regularly, usually without much planning, and at inexpensive prices. c. New products are categorized as unsought products until advertising and distribution increase consumer awareness of them. d. Consumers usually buy an unsought product only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility.

C

Which of the following statements is true of on-demand marketing? a. It requires firms to focus on the internal rather than the external business environment. b. It gives maximum emphasis to aggressive personal selling strategies. c. It is aimed at enhancing customer relationships. d. It is used by sales-oriented firms.

C

Which of the following strategies is most closely associated with the societal marketing orientation? a. Competing in the market b. Fostering opportunism c. Using clean energy sources d. Increasing overhead production costs

C

Yater's Inc. is a food and beverage company based in America. The company decides to market and sell its products in all European countries under the same brand name. In this scenario, Yater's Inc. decides to use the _____. a. transactional marketing strategy b. co-branding strategy c. one-brand-name strategy d. individual branding strategy

C

Zingz is a soft drink that is widely distributed across cities. It is available at gas stations, department stores, and vending machines. Consumers buy the soft drink without much thought or effort. Zingz is an example of a _____. a. unsought major product b. specialty product c. convenience product d. shopping product

C

_____ is a form of advertising designed to influence demand for a specific brand. a. Institutional advertising b. Advocacy advertising c. Competitive advertising d. Pioneering advertising

C

_____ is a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers' minds. a. Market segmentation b. Product differentiation c. Perceptual mapping d. Product tracing

C

_____ is the number of times an individual is exposed to a given message during a specific period. a. Reach b. Life span c. Frequency d. Contact

C

Kriyoto Inc. is a manufacturer of printers, scanners, and other office equipment. It announced a cash refund for corporate purchases in quantities more than ten. Rick purchased 20 color printers for his office from Kriyoto during this sale. To avail the cash refund, he had to mail in a proof of purchase, purpose of purchase, proof of his company's legality, and his cash register receipt. In this case, Rick has received a: a. premium. b. bonus. c. push money. d. rebate.

D

ModerateWhich of the following statements is true of a product positioning strategy? a. It assumes that consumers do not compare products on the basis of their features b. It varies according to the geographic location of a market c. The quality of competing offerings does not influence product positioning d. The quality of competing offerings does not influence product positioning

D

Product line depth refers to the number of: a. competitors present in the market for a particular product line. b. product lines an organization offers. c. market segments a firm is willing to target or serve. d. product items in a product line.

D

The customer relationship management technique that focuses on thanking customers for their business to a company exemplifies the trend of _____. a. time savings b. personalization c. technology d. loyalty

D

The most obvious function of packaging is to: a. secure the right of a company to use a brand or part of a brand. b. protect a brand name from being declared a generic product name. c. even out seasonal sales patterns. d. contain products that are liquid, granular, or otherwise divisible.

D

The purpose of market segmentation is to a. change consumer attitudes and beliefs toward a product b. divide a market into submarkets of equal size and equal number of customers c. group a large number of markets together, enabling a company to serve them simultaneously d. enable a marketer to tailor marketing mixes to meet the needs of one or more specific segments

D

Three Arrows Inc. is a company that manufactures bags from recycled paper. Its marketers receive complaints that the bags easily become wet and tear after a few weeks of use. They decide to respond to their customers' needs by using a thicker, waterproof paper. This is an example of _____. a. product placement b. functional modification c. planned obsolescence d. quality modification

D

Unlike a market-oriented firm, a sales-oriented firm: a. puts customers at the center of its business. b. focuses on relationship marketing strategies. c. gives little emphasis to promotion activities. d. targets its products at the average customer.

D

Volten Inc. is an apparel store. It has separate sections for casual wear, office wear, and party wear. It also has goods of different price ranges to suit people of various income levels. In this way, it caters to different sections of the society., Volten Inc. is demonstrating positioning by _____. a. product class b. product user c. competitor d. product user

D

Which of the following is a difference between an attribute and a benefit of a product? a. An attribute includes pleasure or improved health, while a benefit includes an easy-open package or a special formulation. b. An attribute cannot be experienced by consumers, while a benefit is tangible and can be experienced. c. An attribute is bought by consumers, while a benefit is not bought by consumers. d. An attribute is simply a feature of a product, while a benefit is what consumers receive by using a product.

D

Which of the following is a reason why consumer goods companies take a regional approach to marketing? a. Companies have the opportunity to take more time to react to competition b. Consumer markets lack intense competition c. Baby boomers and seniors can be easily attracted using this approach d. Baby boomers and seniors can be easily attracted using this approach

D

Which of the following is used in customer relationship management? a. Sales-orientation philosophy b. Production-oriented philosophy c. Communicator valence d. On-demand marketing

D

Which of the following statements is true of a sales orientation? a. Consumers can be convinced to buy goods or services even though they do not need them. b. The needs and wants of the marketplace is thoroughly understood. c. Sales-oriented firms give maximum emphasis to society's long-term best interests. d. Intermediaries are encouraged to push manufacturers' products aggressively.

D

Which of the following statements is true of an express warranty? a. It gives the impression of environmental friendliness to a product. b. It is an unwritten guarantee that a good or service is fit for the purpose for which it is sold. c. It prohibits other firms from using a brand or part of a brand without permission. d. It ranges from simple statements to extensive documents written in technical language.

D

Which of the following statements is true of an implied warranty? a. It prohibits other firms from using a brand or part of a brand without permission. b. It gives the impression of environmental friendliness to a product. c. It ranges from simple statements to extensive documents written in technical language. d. It comes with the sale of every product under the Uniform Commercial Code.

D

Which of the following statements is true of marketing? a. It is more of a philosophy rather than an organization function. b. It is focused on just selling goods, services, and/or ideas. c. It rewards the seller and not the buyer of a transaction. d. It focuses on delivering value and benefits to customers.

D

_____ is the element in the promotional mix that evaluates people's attitudes, identifies issues that may elicit their concern, and executes programs to gain their understanding and acceptance. a. Personal selling b. Advertising c. Sales promotion d. Public relations

D

Services and ideas are not considered products because they are intangible. True or False?

False

4. A market-oriented organization focuses on making products identical to its competitors' offerings. True or False?

False

A market segment is a subgroup of people or organizations having different characteristics that cause them to have distinct product needs. True or False?

False

A market-oriented organization targets its products at "everybody" or "the average customer." True or False?

False

A one-brand-name strategy is useful when the marketer wants the brand to appear to be a local brand, or when regulations require localization. True or False?

False

A product's benefit is simply a feature of the product such as its easy-open package, special formulation, or new lower price. True or False?

False

A production-oriented firm focuses on satisfying customer wants and needs. True or False?

False

A service mark is the exclusive right to use a brand or part of a brand. True or False?

False

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods. True or False?

False

Cannibalization occurs when the sales of an existing product remain the same despite the introduction of a new product. True or False?

False

Evaluating an advertising campaign is the simplest part of the advertising process because the factors that determine the effectiveness of an ad are limited and clear. True or False?

False

Experiential marketing involves minimal engagement with a brand's consumers.

False

For a successful market segmentation, one marketing mix cannot be used for another market segment. True or False?

False

Greenwashing is the term used to describe industrial processes that cause pollution above the permissible limit set by the government. True or False?

False

In a free-press environment, publicity is easily controlled in a crisis. True or False?

False

In the context of campaign evaluation, testing ad effectiveness can be done only after the advertising campaign is over. True or False?

False

Insurance, burial plots, and similar items fall under the convenience products category. True or False?

False

Marketing career opportunities do not exist in nonbusiness organizations. True or False?

False

Relationship marketing assumes that many consumers and business customers prefer to switch relationships among different organizations rather than continuing with just one provider. True or False?

False

Scanning universal product codes (UPCs) consumes time required for preparing records of customer purchases. True or False?

False

A firm's marketing mix is intended to bring about a mutually satisfying exchange relationship with a market. True or False?

True

A local grocer groups his customers into specific groups based on what they buy and when they shop. The grocer then schedules shipments of specific items based on these customer segments and offers different promotions to different customer groups. This is an example of customer relationship management. True or False?

True

A market is people or organizations with needs or wants and with the ability and the willingness to buy. True or False?

True

A market-oriented organization states that the social and economic justification for an organization's existence is the satisfaction of customer wants and needs while meeting organizational objectives. True or False?

True

Advertising can affect the way consumers rank a brand's attributes. True or False?

True

An organization's product mix includes all of the products it sells. True or False?

True

Corporations often use advocacy advertising to express their views on controversial issues. True or False?

True

Dynamic segmentation approaches adjust to fit the changes that occur in customers' lives. True or False?

True

Each product item in the product mix may require a separate marketing strategy. True or False?

True

Express warranties range from simple statements to extensive documents written in technical language. True or False?

True

In the context of marketing, an exchange refers to people giving up something in order to receive something else they would rather have. True or False?

True

Intermediaries receive push money as a bonus for pushing the manufacturer's brand through the distribution channel. True or False?

True

Market segmentation helps decision makers to more accurately define marketing objectives and better allocate resources. True or False?

True

Newspapers and magazines have a high noise level. True or False?

True

Promotion is one of the components that form a marketing mix. True or False?

True

Teamwork entails collaborative efforts of people to accomplish common objectives. True or False?

True

The distinctions between products created through product differentiation can be either real or perceived. True or False?

True

The key distinction between the consumer products and business products is their intended use. True or False?

True

The sales orientation extends the marketing concept by acknowledging that some products that customers want may not really be in their best interests or the best interests of society as a whole. True or False?

True

The universal product codes (UPC) system and scanners are used in scanner-based research. True or False?

True

Unlike radio, a magazine has a relatively long life span, which is further increased by a high pass-along rate True or False?

True