Question 73(1 point)

A ________ consists of a group of customers who share a similar set of needs and wants.

Question 73 options:

market level

market group

market target

market segment

market slice

Question 74(1 point)

Which is NOT a criteria that could determine whether a brand association could truly function as a point-of-difference?

Question 74 options:

Differentiating from competitors

Desirable to consumer

Straddle frame of reference

All are criteria that would apply.

Deliverable by the company

Question 75(1 point)

Marketers usually identify niches by ________.

Question 75 options:

conducting VALS tests

dividing a segment into subsegments

producing products that can be used in a variety of ways

examining the demographics section ofThe Handbook of Marketing

allowing consumers to gravitate toward product brands

Question 76(1 point)

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?

Question 76 options:

Consumer marketing

Grassroots marketing

Differentiated marketing

Partner marketing

Instructional marketing

Question 77(1 point)

From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand?

Question 77 options:

The service and all accompanying marketing activities and supporting marketing programs.

Associations indirectly transferred to the brand by linking it to some other entity.

The initial choices for the brand elements or identities making up the brand.

The product and all accompanying marketing activities and supporting marketing programs.

The profitability associated with brand development.

Question 78(1 point)

________ are those trademarkable devices that serve to identify and differentiate the brand.

Question 78 options:

Brand perception

Brand image

Brand elements

Brand tracks

Brand value

Question 79(1 point)

If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.

Question 79 options:

memorable

adaptable

likeable

meaningful

transferable

Question 80(1 point)

With respect to powerful brand elements, a ________ is an extremely efficient means to build brand equity. The element can function as useful "hooks" or "handles" to help consumers grasp what the brand is and what makes it special.

Question 80 options:

spokesperson

slogan

patent

product shape

promotional descriptor

Question 81(1 point)

All marketing strategy is built on STPsegmentation, targeting, and ________.

Question 81 options:

planning

performance

product

positioning

promotion

Question 82(1 point)

The result of positioning is the successful creation of ________, a cogent reason why the target market should buy the product.

Question 82 options:

a customer-focused value proposition

an award winning promotional campaign

every-day-low-pricing

a demand channel

strategic window of opportunity

Question 83(1 point)

Which of the following is NOT one of the ways to convey a brand's category membership?

Question 83 options:

None of the above address the main ways to convey a brand's category membership

relying on the product descriptor

comparing to exemplars

Points-of-difference

announcing category benefits

Question 84(1 point)

Associations that make up points-of-difference may be based on _____________.

Question 84 options:

brand values

brand partitions

brand specifications

brand categories

brand attributes or benefits

Question 85(1 point)

A company's costs take two forms. ________ are costs that do not vary with production or sales revenue.

Question 85 options:

Fixed

Adjusted

Attributed

Variable

none of these

Question 86(1 point)

Today's companies try to adapt their offers and terms to different buyers. ________ accounting tries to identify the real costs associated with serving each customer. It allocates indirect costs to the activities that use them and are tagged back to each customer.

Question 86 options:

Cost accounting

Direct product profitability

Experience cost

Activity-based cost

Target costing

Question 87(1 point)

Value pricing is not a matter of simply setting lower prices; it is a matter of reengineering the company's operations to become a low-cost producer without sacrificing quality; and lowering prices significantly to attract a large number of ________ customers.

Question 87 options:

expert customers

price-orientated

product-orientated customers

value-conscious

none of these

Question 88(1 point)

When a firm charges the same, more, or less than its major competitors do, it is using a pricing strategy that is called ________.

Question 88 options:

perceived value pricing

everyday low pricing

going-rate pricing

value pricing

high-low pricing

Question 89(1 point)

Intermediaries who buy, take title to, and resell the merchandise are called ________.

Question 89 options:

retailers

facilitators

marketers

agents

merchants

Question 90(1 point)

Transportation companies, independent warehouses, banks, and advertising agencies assisting in the distribution process but neither take title to goods nor negotiate purchases or sales are called ________.

Question 90 options:

facilitators

none of the store

marketers

merchants

agents

Question 91(1 point)

A ________ strategy involves the manufacturer using its sales force and trade promotion money to induce intermediaries to carry, promote, and sell the product to end users.

Question 91 options:

promote

push

provide

none of these

pull

Question 92(1 point)

Generally speaking, the use of peripheral cues, such as a celebrity endorser, would best attract what kind of shopper?

Question 92 options:

High value deal seekers

Habitual shoppers

Variety-loving shoppers

High-involvement shoppers

Low-involvement shoppers

Question 93(1 point)

Communication tools vary in cost-effectiveness at different stages of buyer readiness. ________ and publicity play the most important role in the awareness-building stage.

Question 93 options:

publicity

"buzz"

direct marketing

advertising

sales promotion

Question 94(1 point)

The appeal of public relations and publicity is based on three distinctive qualities. These include, ________, the ability to catch buyers off guard, and dramatization.

Question 94 options:

invitation

low cost

exposure

high credibility

"free"

Question 95(1 point)

Many companies set promotion expenditures at a specified percentage of sales (either current or anticipated) or of the sales price. This method of budgeting is called ________.

Question 95 options:

objective-and-task method

none of these

percentage-of-sales method

affordable method

competitive parity method

Question 96(1 point)

Any discussion about the effectiveness of mass communication has to take into account the dramatic changes that have ________ the effectiveness of the mass media.

Question 96 options:

expanded

all of these

eroded

increased

supplemented

Question 97(1 point)

What kind of creative strategy would attempt to stir up emotions to motivate purchase?

Question 97 options:

informational appeals

reverse engineering

transformational appeals

none of these

objective and task appeals

Question 98(1 point)

What aspect of designing the communication would be focused on deciding what celebrity to use in advertising?

Question 98 options:

none of these

Choice of personal communication channels

creative strategy

message source

communication objectives

Question 99(1 point)

The new-product development process starts with the search for ________.

Question 99 options:

products that can be improved upon

overseas products

strategy

new concepts

ideas

Question 100(1 point)

A ________ occurs when the company dismisses an otherwise good idea.

Question 100 options:

GO-error

product failure

dual error

DROP-error

brand failure