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With regards to stakeholders, companies must be aware that Multiple Choice 8 01:47:49 there is often significant overlap in stakeholder roles. O stakeholders uniformly require reactive relationships. O the number of stakeholders is unimportant in marketing. O an employee cannot be a stockholder. O product messages have negligible influence on a stakeholder's relationship decision.An ad for a beer company that asks consumers to enjoy beer in moderation and not drink irresponsibly is most likely using 2 Multiple Choice 8 01:54:15 O green marketing O conservation marketing O demarketing O trade advertising O relationship marketing3 The smell of chocolate chip cookies right out of the oven is an example of a stimulus. True or False What is an advantage associated with the use of an independent advertising agency? M ultiple Choice 0 saving money by cutting promotional overheads and keeping the media com mission E5. providing an outside, objective viewpoint to the advertiser's business reducing variable expenses 0 increasing involvement of management in "singlebusiness" companies increasing control over all channels of distribution 5 During the Great Depression in America, each brand sought to convince the public of its own special qualities. What is this marketing strategy known as? Multiple Choice 0 production focus 0 puffery product differentiation O demarketing 0 market segmentation One of the disadvantages for a company that uses a decentralized advertising department is 6 Multiple Choice 01:46:06 focus on what is good for the department rather than what is good for the entire organization. O the inability to accurately measure the impact of advertising on sales. O the inability to respond quickly to changes in the department's external environment. O the absence of flexibility. O the difficulty in introducing new approaches and creative ideas.7 Companies have the most control over unplanned messages. True or False messages often have the least impact because they are seen as selfserving. Multiple Choice 0 O O Inferred Product Service O Unplanned The basic goal of a positioning strategy is to 9 Multiple Choice 8 01:42:16 O create and maintain primary demand for a product. own a word that ranks the product in the prospect's mind. O communicate the intangible benefits provided by a product or service. O help consumers understand a company's overall vision. O minimize product differentiation.The main downside to an inhouse ad agency is 10 M ultiple Choice reluctant acknowledgement by the mass media. 0 loss of revenues. adherence to the organizational mission. loss of objectivity. 0 poor staffline relationships. The features that differentiate a Keurig coffee maker from other similar products in the market are called 11 Multiple Choice 0 0 scores 0 trademarks 0 brand value unique selling propositions 0 share of wallet is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. 12 Multiple Choice 01:39:21 O Word-of-mouth publicity O Public relations O Sales promotion O Direct marketing AdvertisingCompany X created a marketing plan for a new product line that coordinated its advertising. public relations, customer communications, and sales efforts so that 13 they worked together. This describes the process of Multiple Choice O cohesive messaging, O unied marketing campaign. integrated marketing communications, 0 customer relationship marketing, 0 cohesive marketing effort, Ensuring the various marketing mix elements such as advertising directsresponse, sales promotions, and the like, work together is referred to a 14 Multiple Choice coordinated marketing communications, advertising. viral marketing, partnership, OOOO wordsofsmouth public relations. Which scenario is an example of product differentiation? 15 Multiple Choice 8 01:35:50 O Marketers are engaged in manipulating the supply of consumer goods to create artificial demand. O Manufacturers of electric heating appliances are using advertising to slow the demand for their products. A manufacturer of cosmetics is portraying its brands as not only different from its competitors but also superior in terms of quality and variety. O A marketer is searching for unique groups of people whose needs could be addressed through more specialized products. O An automobile manufacturer is trying to lower the cost of production by manufacturing a small number of cars during lean periods.1 6 In the central route to persuasion, consumers have a lower level of involvement with the product or the message. True or False A publishing company prints three monthly magazinesione each for horse breeders, adventure sports enthusiasts, and care giversito cater to different groups of 17 readers with varying interests. This is an example of Multiple ChOIce unique selling proposition market segmentation product differentiation multi-level marketing 0 production focus What is the principal benefit of IMC? 18 Multiple Choice X 01:31:43 O customer retention O partnership O high profit C synergy O accountability19 Which statement about the target marketing process is accurate? Multiple Choice 8 01:21:19 O The first step in the target marketing process is to develop primary demand in a target market. O The target marketing process solely determines the budget of a company's advertising activities. The first step in target marketing is to assess which of the newly created segments offer the greatest profit potential. O The target marketing process begins with determining the availability of advertising resources. O To perform the target marketing process correctly, an advertiser must select only one target market.Relationship marketing is defined in most marketing texts as the creation of customer loyalty through the establishment of a long-term win-win relationship between the buyer and seller. Which term most closely relates to relationship marketing for an advertising agency? 20 Multiple Choice 8 01:30:01 O horizontal cooperative advertising O vertical cooperative advertising account planning O decentralized advertising O integrated promotions2 1 Psychologists say that information in our memories is stored Multiple Choice selectively. before our perception occurs. randomly. in mental files. when we are asked to recall information. In advertising terms, the words that make up the headline and message in an advertisement are known as product. 22 True or False 8 01:15:09 True FalseWhen a soft drink company introduced a new peachrflavored drink in a market saturated with colas, it immediately found favor with healthrconscious consumers. 2 3 This soft drink company effectively uses by associating its brand with the consumers' focus on healthy living. Multiple Choice 0 mobile marketing 0 direct marketing a positioning strategy O demarketing 0 relationship marketing Why do advertisers need to have a grasp on what's in the consumers' mental files? 24 Multiple Choice 00:43:14 O to promote and foster cognitive dissonance when making a purchase. to initiate the postpurchase decision. O to increase product memory retention. O to help combat the screens consumers use when making a purchase. O to determine the least costly course of action for promotion and production.A cosmetics company allows customers to purchase its products through its website. This represents Multiple Choice selective multilevel distribution. direct 0000 intensive network 2 6 The product's package is a component of the promotion element of the marketing mix. True or False In addition to tangible benefits, customers are oen motivated by symbolismiwhat the brand name means to them, to associates, or to some social reference group. 27 True or False True 28 The target market for a company manufacturing toy action figures is most likely to be young children. True or False 8 01:19:15 True FalseWhat is an example of a peoplebased service? 29 M ultiple Choice 3;. DVD vending KlOS ks dry cleaning tax advising drivethrough car washing services automated teller machines The process determines the content, look, and feel of product advertisements. 30 Multiple Choice 8 01:16:02 O segmentation target marketing O benchmarking O distribution O brand equity creationIntegrated marketing communications (IMC) is just one of the tools companies use when importing products for distribution. True or False 31 Pantene, Head 8: Shoulders, and Herbal Essence are examples of Multiple Choice brands since each has its own separate image. individual 0000 aggregate private family licensed 33 What is a nonpersonal influencing factor? Multiple Choice 01:02:34 O culture environment O religion O family O society3 4 In the maturity stage of the product life cycle, the market is saturated with competing products. True or False If the supply of a product is stable, but demand for the product increases, the price of the product is likely to increase. 35 True or False Marketing communications refers to the internal communication at a company. 36 True or False Which product promotion will reinforce consumer habits and increase brand loyalty? Multiple Choice For everyjar of coffee a customer purchases, he or she gets another free. A sales clerk gives out free samples of mustard sauce at the supermarket. A vacuum cleaner salesperson offers to clean the carpet at a customer's house. A new brand of soap offers a discount to lure customers away from an established brand. An advertisement demonstrates the superiority of one brand of beer over another. 0000 IMC helps companies adopt a consumer-centric, rather than marketer-centric, perspective in creating brand messages. 38 True or False 01:07:04 True FalseAn advertisement for infant car seats shows how injuries can be avoided ifthe consumer buys the brand. According to Maslow's hierarchy of needs. which level of 3 9 need does the advertisement promise to satisfy? Multiple Choice O selfeactualization need safety need O physiological need 0 esteem need 0 social need When Walmart advertises that it has the lowest prices, it is using a 40 strategy to separate itself from its competitors by meeting a customer need. Multiple Choice 8 00:54:39 O market aggregation O demarketing O merchandising O mobile marketing O positioning41 Which product should be exclusively distributed? Multiple Choice 01:03:06 high-end fashion O a blender O pet food O breakfast cereal O silverwareSynergy is the principal benefit of IMC. 42 True or False 01:02:46 True FalseA product's unique selling proposition refers to 43 M ultiple Choice a feature that differentiates it from competitive products. the degree of consumer commitment toward the product and its brand. the brand loyalty it enjoys. the rate of usage of the product. the unique pricing strategy used to determine the market price of the product. 0000. Smooth Sheen, a cosmetic company, introduced a new line of herbal cosmetics in a market largely dominated by non-herbal products. Aware of the growing 44 customer concern surrounding the overuse of chemicals in beauty products, Smooth Sheen's strategy was to associate its brand with long-term safety that ranked high on consumers' priority list. Which strategy is Smooth Sheen using in this instance? 8 00:59:03 Multiple Choice O horizontal integration strategy O product placement strategy O diversification strategy positioning strategy vertical integration strateriv45 Which activity is most likely to take place in a business market? Multiple Choice 8 00:50:17 O selling a personal toolkit for home repairs O completing a financial transaction at a law firm between a lawyer and his client O hiring a babysitter for the evening selling yarn and packaging to a sweater manufacturing company O renting an apartment to a college studentWhich strategy best describes a company's efforts to slow the demand for cigarettes through public service messages? 46 Multiple Choice 00:56:50 O product positioning macromarketing O corrective advertising O demarketing O image advertisingA business that makes military uniforms for men and women serving in the armed forces is part of the reseller market. 47 True or False 8 00:44:50 True FalseA manufacturer's brand is 48 M ultiple Choice a group of products all sold under the same umbrella name. expensive for manufacturers to market. of lesser value compared to private labels. sold to retailers for a fee who put the manufacturer's brand on their own inhouse products. typically sold at lower prices in large retail chain stores. OOOO. Messages from the product. price, or distribution elements are typically referred to as inferred messages. True or False What is an advantage of using a decentralized advertising department? 50 M ultiple Choice Greater flexibility allows media schedules to be adjusted faster. There is decreased rivalry among brand managers. There is increased uniformity of ads. The measurable response of an advertisement is reduced because data is impeded by longer channels. Vertical communication is increased since advertising is done inhouse. OOOO. 51 Recently, an energy company and a popular coat designer teamed up to design and market winter parkas. Eight dollars from the sale of each parka was donated to a homeless shelter foundation. By contributing to the foundation, the energy company is 8 00:40:57 Multiple Choice behaving in a socially responsible fashion. O boosting selective demand. O perpetuating a materialistic viewpoint. O initiating a product development strategy. O engaging in product diversification.Companies that commit to relationship marketing are generally trying to Multiple Choice 52 lure customers through offensive marketing. win back customers lost from shoddy products or poor service. develop a full view of the customer by compiling and analyzing customer data. adopt a marketercentric perspective in creating brand messages. 0 make up for the cost of acquiring new customers