Question 1

1. A candy manufacturer estimates the product's new advertising campaign will reach 1,750,000 people and will cost $400,000 if the company uses radio and newspaper, and $6.5 million if it uses television. What does the company's decision seem to rest on?
2. a. cost per contact
3. b. noise level
4. c. flexibility
5. d. life span

1 points

Question 2

1. Disney is offering to print story books about your child. Each book will be personalized throughout based on information the parents provide. These books are based on the child's favourite Disney movies. For $20 a month, a new book will be created each month just for your child. What is this an example of?
2. a. one-to-one marketing
3. b. firewall marketing
4. c. transformational marketing
5. d. concentration marketing

1 points

Question 3

1. Companies that adopt a concentrated marketing strategy violate which of the following old sayings?
2. a. The grass is always greener on the other side of the fence.
3. b. Don't count your chickens before they hatch.
4. c. You can't bake a pie without breaking some eggs.
5. d. Don't put all of your eggs in one basket.

1 points

Question 4

1. Briefly describe the types of executional styles used in two (2) current ad campaigns. (Name the products/services being advertised and the type(s) of executional styles used).

Question 5

1. How does competitive advertising differ from comparative advertising?

10 points

Question 6

1. A 19-year-old college student might be a "party animal" living in a dorm. Another student might be a husband with a small child and a full-time job. If you were in charge of a marketing program aimed at these men, what technique would be the easiest to employ that might help you to distinguish between them?
2. a. concentration
3. b. age cohort analysis
4. c. benefit segmentation
5. d. product differentiation

1 points

Question 7

1. How does advertising affect consumers?
2. a. It changes cultural practices and conventions.
3. b. It changes negative attitudes to positive ones.
4. c. It changes young people's views.
5. d. It changes strongly held values.

1 points

Question 8

1. A group of high school students stop by a sporting goods store. The store has just received a new shipment of high-end racing bicycles. The bicycles range in price from $1,200 to $3,000. All of the students want one of these new bikes, but none has the means to buy one. Is this group of consumers a potential market for the expensive bikes?
2. a. Yes, they are a potential market since they are interested in the bikes.
3. b. No, they are not a potential market because to qualify as a market they must need the product.
4. c. No, they are not a potential market because they do not have the ability to purchase at this time.
5. d. Yes, they are a potential market because this product could satisfy their consumer wants and desires.

1 points

Question 9

1. A newspaper article revealed that hazardous wastes buried in an on-site landfill at a paper manufacturer were leaking into the local water supply. Even though the company quickly stopped the leak and paid for an additional water purification system for the town, it still received some very negative publicity. What should the company have done?
2. a. begun a pulsing advertising campaign
3. b. ignored the publicity and assumed it would go away
4. c. implemented its crisis management plan
5. d. used an ad campaign based on a fear appeal

1 points

Question 10

1. Bentley automobiles are extremely expensive and are designed to appeal to consumers who equate value and quality with price. Which type of competitive advantage has the manufacturer of Bentley automobiles created?
2. a. mass-marketing
3. b. niche
4. c. social class-oriented
5. d. feature-enhanced

1 points

Question 11

1. A manufacturer of lenses used in microscopes, binoculars, and telescopes has segmented its market into scientific equipment manufacturers, sporting equipment manufacturers, and retailers who sell replacement lenses. In order for this segmentation scheme to be successful, which of the following criteria does NOT need to be met?
2. a. substantiality
3. b. identifiability and measurability
4. c. accessibility
5. d. complexity

1 points

Question 12

1. According to the text what is one reason that a retailer might avoid the use of newspaper advertising?
2. a. short lead time
3. b. little demographic selectivity
4. c. absence of geographic selectivity
5. d. high individual market coverage

1 points

Question 13

1. Argosy Arts Institute is a small private college with declining enrolment. It has put together a committee to put into action marketing plans that were developed by a consulting company. The goal of the committee is to increase enrolments at the college and attract donations. What is the committee involved in?
2. a. strategic diversification
3. b. implementation
4. c. product planning
5. d. mechanistic organization

1 points

Question 14

1. Andi Littleton has inherited a Featherlite brand horse trailer from her recently deceased grandfather. A preliminary investigation has shown many people would be interested in owning a Featherlite brand horse trailer. She is considering placing an advertisement in a newspaper targeted to horse owners. She has been told similar horse trailers are selling for about $14,000. Which of the following conditions is necessary for an exchange to occur between Littleton and a buyer?
2. a. The trailer should be on display somewhere that people will see it.
3. b. Littleton and her buyer must be able to walk away from the deal if desired.
4. c. Her trailer should carry a low price.
5. d. She needs to practise negotiating.

Question 15

1. In which of the following situations does market penetration occur?
2. a. when a French company develops a new cement for orthopaedic surgery
3. b. when a Canadian company begins to sell its products in South America
4. c. when a Mexican distillery offers rebates to its current customers
5. d. when a supermarket chain adds another brand of ice cream to its inventory

1 points

Question 16

1. Name and briefly describe five (5) ways that Marketers create customer value.

10 points

Question 17

1. Company XYZ is developing a pricing strategy for their marketing mix. Which of the following strategies do they need to complete prior to fully understanding their bottom line?
2. a. place and product
3. b. price and promotion
4. c. product and price
5. d. promotion and place

1 points

Question 18

1. A market is best described as people or organizations that have which of the following?
2. a. needs and wants, ability, and willingness to buy
3. b. communication, financial, and capital resources
4. c. money to pay for a service
5. d. a medium of exchange and products they desire

1 points

Question 19

1. What does positioning mean? Describe four (4) guidelines for creating a positioning statement.

10 points

Question 20

1. The ad described Mott's Healthy Harvest brand fruit sauces as containing no artificial sweetener and half the calories of Mott's original applesauce. What is this ad emphasizing?
2. a. a loyalty reward
3. b. a product mission
4. c. a product benefit
5. d. a product attribute

1 points

Question 21

1. American Express used to offer the Cobalt card, a preloaded credit card, to 13- to 22-year-olds looking to make online purchases. While American Express had previously supplied credit cards only to many adults, this was a market that was not being served. Which type of strategy is the Cobalt card program an example of?
2. a. market penetration
3. b. product development
4. c. product penetration
5. d. market development

1 points

Question 22

1. Canadian Smoked Turkey Inc. is mail-order business that doesn't accept credit cards and doesn't have a toll-free number for customers to call. It may be old-fashioned but has a very loyal following. What does Canadian Smoked Turkey probably use to maintain these long-term ties to its customers?
2. a. relationship marketing
3. b. reactive marketing
4. c. promotional marketing
5. d. synergistic management

1 points

Question 23

1. 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, what will Allied Inc. most likely do?
2. a. change the label of the old containers and use them
3. b. manufacture containers that cannot be reused
4. c. produce containers that are less toxic than its previous containers
5. d. sell containers that will leave high amounts of chemical wastes when burned

Question 24

1. Almost all cell phones sold in Canada are sold at subsidized prices, with expensive plans. Almost all cell phones sold in Europe are sold at full price with cheaper plans. A cell phone manufacturer knowing this information could use which type of segmentation when selling its phones internationally?
2. a. demographic
3. b. benefit
4. c. economic
5. d. geographic