MKT final exam
Which of the following is an example of a firm utilizing public relations as a promotion tool?
A firm providing interest information about a product to the news media
Brandy's, a national candy store chain, decides to open both a coffee house and ice cream shop within their stores to create a multi-faceted experience for shoppers. The company decides to enter into deals with two well known retailers. All three companies will enjoy greater sales, and ultimately profits, from this arrangement. This is most likely an example of a(n) ________ marketing system.
Horizontal
A doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic?
Inseparability
Which of the following is a disadvantage of using a magazine as advertising medium?
It involves high cost
Sportware, a leading shoe manufacturer, markets sneaker under the brand name "Athletix" and dress shoes under the brand name "Cameo" in order to target the two different target segments. What branding strategy is most likely being used by Sportware?
Multibrands
Which of the following is an example of a combination of sales promotions and direct marketing?
A company sending an e-mail to a customer about a discount on a product during a holiday season
Which of the following is an example of a horizontal conflict in a distribution channel?
A Ford car dealer complaining that another Ford dealer is underpricing the same models
Sonic Shack, an audio equipment retailer, signs an agreement with PineWire, a renowned electronics company, to sell PineWire products. The deal requires Sonic Shack to provide PineWire products with superior displays, shelf space, and promotion compared to competing products. Sonic agrees to these terms as PineWire products command a huge share in the market. Which of the following types of channel arrangements do PineWire and Sonic Shack most likely have?
Administered vertical marketing system
Which of the following is a promotion tool used for trade promotions?
Allowance
_______ is the differential effect a brand knowledge (eg. Awareness, familiarity, brand image) has on consumer feelings, thoughts, purchase behavior. Companies are investing in their brands in order to have a strong and positive _______.
Brand equity
Integrating the entire distribution chain- from its own design and manufacturing operations to distribution through its own managed stores- has turned Spanish clothing chain Zara into the world's fastest growing fast-fashion retailer. This is an example of a(n) _________ marketing system.
Corporate vertical
Channel length tend to be longer as the price per unit ______, as the number of customers to be served ______, and as the product's bulkiness ______.
Decreases, increases, decreases
Abel now has the buying power to purchase the computer that he wanted to buy six months ago. Abel's want has most likely become a ____.
Demand
Mary Kay cosmetics and Amway sell their products through home and office sales parties, online web sites, and social media. Both companies use a(n) ________ channel to distribute their offerings.
Direct
In a promotion mix, ______ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasing customer relationships.
Direct marketing
A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments. This is an example of ______ research.
Ethnographic
Todd buys a fruit-based drink every afternoon. He either buys a relish apple juice or an orange drink made by joy fruit juices. He will not consider any other brand type of soft drink because the two drinks made up his:
Evoked set
The brand associations that you should position your brand around should be:
Favorable, strong, unique
Which of the following is a psychographic characteristic of a consumer?
Lifestyle
________ occurs when a company uses its existing brand name forms, colors, sizes, ingredients, or flavors of an existing product category
Line extension
Busch Stadium in St. Louis charges different prices for seats in different areas of the ball park, even though ach seat costs the same for the owners of the stadium. What is this form of pricing called?
Location-based pricing
Consumer's needs and wants are fulfilled through ____.
Market offerring
Product mix width refers to the ________.
Number of different product lines the company carries
In a SWOT analysis, which of the following would be considered a weakness of a company?
Obsolete technologies used by the company
An ad for Sylio, a prescription medicine for people with scologitis, uses a visual rep. of the drug's action and effect on the human body. An ad states that the drug is made with natural active ingredients, and that side-effects, if any are all minor and long term. This ad is an example of a(n):
Rational appeal
________ are distribution channel firms that help a company sell to the end consumer. These include wholesalers and retailers.
Resellers
The National Tree Company offers resells half price reductions on artificial Christmas trees if they purchase them in July. This is an example of an _______.
Seasonal discount
________ distribution typically allows manufactures to develop good working relationships with intermediaries and expect a better than-average selling effort. It also gives producers good market coverage with more control and less cost than intensive distribution.
Selective
When a market segment is large or profitable enough to serve, it is termed _______.
Substantial
Silkskin cosmetics is advertising its newest line of eye makeup. Made from all natural ingredients, the products are hypoallergenic. Silksin is selling the products specifically designed tubes that makes application easier. Which of the following is a core customer value for Silkskins line of eye make up?
The desire for having beautiful eyes
An advertiser bought a 15 second spot during prime time, but realized that there was very low recall for the advertisement. This could be due to:
The presence of commercial clutter
