MKTG 320 Quizzes Ch 1-4

Which of the following is not one of the pros of integrated marketing services?

Synergy and economies of scale are difficult to achieve.

Database development and management is becoming one of the most important services provided by direct-response agencies.

True

CL Inc., a manufacturing firm, decided to outsource its entire advertising function. The company launched a new product and paid for the campaign to promote the product. In this scenario, CL Inc., is an example of a(n)

client

Under a(n) _____, the client agrees to pay the agency a fee based on the expenditure of its work plus some agreed-on profit margin, often a percentage of total costs.

cost-plus system

AB Rail Inc., a private railroad firm, offers both economy class and business class tickets. Each of these segments is marketed separately using individualized marketing programs. With respect to the types of market coverage alternatives, the railroad company is using

differentiated marketing

Mars Inc. is a specialized agency that provides various services such as database management, infomercial production, creative services, telemarketing, research, and media services. In this scenario, Mars Inc. in an example of a(n)

direct-marketing agency

Offersforshoppers.com is a website that provides various offers for consumers. Users can visit the website and choose the offer that they prefer, which will then be sent to their mobile phones in the form of coupons that can be redeemed at the point of purchase. Which of the following promotional-mix elements is being discussed in the given scenario?

interactive media

NW Inc. specializes in buying radio, television, and newspaper space at discounted rates. Yummy Foods approaches NW Inc. for purchase of newspaper space at less than market rate. NW's personnel help Yummy Foods with the planning of their media strategies. However, they do not perform any other functions. In this scenario, NW Inc. is an example of a(n)

media specialist company

Plum, a manufacturer of baby products, came up with an attractive jingle for its advertisement. The jingle gained popularity among its audience due to its catchy tune and simple lyrics. In the given scenario, which of the following assists the viewers in remembering and recognizing the ad?

mnemonics

Laura had a new baby, and is shopping for a minivan to accommodate her larger family. Which of the following sources of problem recognition is Laura experiencing?

new needs/wants

Which of the following is not a factor driving the integrated marketing communications movement?

the growth of mass-media advertising

A well-known brand of orange juice ran an advertising campaign that touted the health benefits of drinking orange juice. This form of advertising is known as:

primary-demand advertising

Gilbert is dissatisfied with his phone because it has a very short battery life. He realizes that he needs a phone that has a longer battery life. Gilbert is in the _____ stage of the consumer decision-making process.

problem recognition

Mobile marketing is an online means of communication and interactions among people that are used to create, share, and exchange content such as information, insights, experiences/perspectives, and even media themselves.

False

The first stage in the consumer decision-making process is evaluation of alternatives.

False

The main disadvantage of publicity over other forms of promotion is its high cost.

False

The qualitative audit focuses on how the agency conducts its business. It is designed to verify costs and expenses, the number of personnel hours charged to an account, and payments to media and outside suppliers.

False

Traditional media, such as television, provide marketing that is more targeted when compared to the Internet.

False

Defenders of the commission system of agency compensation argue that the system is more flexible than it appears because agencies often perform other services for large clients at no extra charge.

True

Grace Mode, a car manufacturer, has adopted concentrated marketing strategy by marketing its vehicles exclusively at the premium segment.

True

Media organizations provide an environment for a firm's marketing communications message.

True

One of the more widely used collateral service organizations is the marketing research firm.

True

Proponents of integrated marketing communications (IMC) services argue that maintaining control of the entire promotional process achieves greater synergy among each of the communications program elements.

True

Qualitative methodologies employed by psychologists, such as individual interviews and participant observation, help capture the social, cultural, and environmental influences that may affect consumer behavior.

True

The more advertisers assess situational determinants of consumer behavior, the more likely they are to succeed in communicating with their target audiences.

True

While psychologists study consumer responses to advertising and other forms of communication in controlled settings, sociologists and anthropologists study behavior in context.

True

Superagencies are

an amalgamation of several small, medium, and large advertising agencies.

Which of the following is not one of the terms used to describe the concept of integration in IMC?

autonomous channels

When companies have an additional layer(s) of management above brand managers to coordinate the efforts of all the brand managers handling a related group of products, it is generally referred to as a _________________ system.

category management

CL Inc., a packaged goods manufacturing company, placed an advertisement in the Independent Retailer, a monthly wholesale purchasing guide for wholesalers and retailers. The advertisement contained pictures of the product and a slogan that states, "Now here's a kiddie snack that mothers will love to see at your checkout counters." Which type of advertising has been used here?

trade advertising

Everyone believes neuroscience research is superior to all other traditional methods for understanding consumer behavior.

False

Large organizations and firms usually spend huge sums of money on promotional activities since it guarantees the success of a product.

False

Market segmentation is done in order to develop different marketing strategies for each customer.

False

When 5-hour ENERGY positions itself as a sugar-free energy shot, it is an example of positioning by product user.

False

Which of the following statements about the psychoanalytical theory is true?

It is used to determine the consumer's purchase motivations.

Loyalty to a single agency is becoming more common as marketers seek new ways of connecting with consumers.

False

An ad agency is a service organization that specializes in planning and executing advertising programs for its clients.

True

Behavioral learning theories are based on the stimulus-response orientation.

True

Blueberry Designs, a boutique, has an advertising department along with sales, marketing, and research departments. The manager of the advertising department heads and controls all the functions of that department such as budgeting, planning media schedules, and administering the sales promotions programs for all of the company's products and services. With respect to the given scenario, it can be said that Blueberry Designs employs a

centralized marketing system

Root Inc., a manufacturer of dental hygiene products, manufactures chocolate- and strawberry-flavored toothpastes that are specifically designed for children. Which of the following bases of segmentation is the company using?

demographic

WomensHealth.com, a website targeting women, is an example of using gender as a basis for successful _________________ segmentation.

demographic

Planet Burgers Inc. is a global food chain that caters to each market it operates in by adapting its products to local tastes and preferences. For example, burgers are made from lamb in India rather than beef due to religion-based preferences. It adds more chili sauce in Mexico and so on. In this scenario, Planet Burgers makes use of _____ segmentation.

geographic

Which of the following is the first step in the target market selection process?

identification of markets

According to the family decision-making process, a mother who decides that she needs a new car is referred to as the:

initiator

A cell phone ad that portrays buyers using the phone to access their Facebook, Instagram, and Snapchat accounts is making use of benefit segmentation.

True

A decentralized marketing organization structure may create competition among brands within the same company.

True

An agency with integrated marketing capabilities can create a single image for the product or service and address everyone, from wholesalers to consumers, with one voice.

True

Aspirational reference groups represent groups to which me might like to belong, like when the United States Army shows strong leaders in its ads.

True

Causes like the Special Olympics and the American Cancer Society are examples of products, or bundles of benefits or values that satisfy the needs of consumers.

True

Companies invest huge amounts of money in advertising directed at maintaining and protecting the brand equity, as it serves as a source of competitive advantage for the companies.

True

Consumer behavior can be defined as the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires.

True

Direct-response advertising encourages customers to purchase products directly from the manufacturers.

True

Dividing the market on the basis of personality and/or lifestyles is referred to as psychographic segmentation.

True

Harry has joined the marketing department of KC Cola. While going through some files, he came across a document designed for a particular brand of product that contained a detailed analysis of the environmental factors and competition. It also contained a time frame within which some objectives, further divided into tasks, had to be accomplished. The document not only listed the target markets for the brand but also contained specifications about its four Ps and various methods to check the performance of the team as well as that of the brand. Which of the following documents is likely to contain such information?

marketing plan

Marketers use functional magnetic resonance imaging (fMRI—scan of blood flow) and electroencephalography (EEG—electrical activity on the scalp) when they use ________________ to try to understand consumer behavior.

neuroscience

Seth works for Don Jagoda Associates, an agency that provides promotional planning, creative research, tie-in coordination, premium design and manufacturing, and contest/sweepstakes management, among other services. What type of specialized services agency is Don Jagoda Associates?

sale promotion agency

At the age of 55, Ron feels lonely and wishes he had more friends. Which of the following hierarchy of needs is involved?

social needs

In relation to the development of a strategic marketing plan, which among the following should the company do immediately after evaluating the opportunities presented by various market segments?

target market selection

According to the survey conducted by the Association of National Advertisers, which of the following is considered to be a primary qualitative criterion that is used to evaluate the performance of ad agencies?

teamwork

Jane informed her friend Anne that Clean-Yes, a detergent recently launched by TG & Company, was extremely good because it not only removed tough stains but was also mild on clothes. Which of the following types of touch points is being referred to in this scenario?

unexpected touch point

A company that follows a centralized system and contains a separate advertising department cannot make use of an outside advertising agency.

False

A consumer always makes his or her purchase decisions in isolation. No external factor influences a consumer's decision-making process.

False

A typical direct-marketing agency does not include a creative department.

False

Behavioral learning theories are based on internal psychological processes such as motivation and thinking.

False

Cognitive learning theory has been criticized for assuming a mechanistic view of the consumer that puts too much emphasis on external stimulus factors.

False

Dissonance is less likely to occur in important decisions where the consumer must choose among close alternatives.

False

Which of the following is true of the consideration set?

It is the exact number of the evoked set

Which of the following terms is also used to describe the position of a brand manager who is responsible for the total management of the brand, including planning, budgeting, sales, and profit performance?

Product manager

Leon works for an ad agency and is responsible for understanding the advertiser's marketing and promotions needs and interpreting them to agency personnel. He also presents the recommendations of the agency to the client and obtains approval from them. Leon has a strong marketing background and understands the advertising process comprehensively. What is Leon's position in the organization?

account executive

Joy Fruit Juices took the help of a company called Innovators Inc. to create and produce the communication message for its products and in return paid them a sum of $20,000 as compensation. However, the final decisions regarding the advertising and promotional program to be employed rest with Joy Fruit Juices. In the given scenario, Innovators is a(n)

advertising agency

_____ is a combination of many factors, including the name, logo, symbols, design, packaging, and performance of a product or service as well as the image or type of associations that comes to mind when consumers think about a brand.

brand identity

Tom, a chocolate maker, placed ads for his chocolate bars in Magz, a magazine that is popular among the managers of large hotels. Knowing that these hotels use chocolate for desserts on a daily basis, Tom wanted to bring his product to the attention of hotels' purchase managers. The type of advertising Tom is making use of is _____.

business-to-business advertising

Operant conditioning is also called:

instrumental conditioning

Bliss Automobiles is a Texas-based luxury car manufacturer. Typically, it is never affected by economic downturns as its customers are highly image-conscious. Which level of the hierarchy of needs is being illustrated by Bliss's customers?

esteem

The American Marketing Association's definition of marketing focused on _____ as a central concept in marketing and the use of the basic marketing activities to create and sustain relationships with customers.

exchange

Which of the following factors is considered important for learning to occur through the associative process, according to classical conditioning?

frequency of association

Fly High Airlines provides outstanding customer service, which gives it an edge over its competitors. This outstanding customer service is used to

gain competitive advantage

Daphne cannot find the laundry detergent to which she is loyal, which disrupted her routine purchase behavior. Which of the following sources of problem recognition is Daphne experiencing?

out of stock

Eve Bar Corp., a chain of restaurants in London, launches an ad campaign that is designed to attract people who enjoy the "fast-paced lifestyle." In this scenario, the chain is using

psychographic segmentation

Which of the following stages occurs after selective attention, according to the selective perception process?

selective comprehension