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

Question 74 options:

Desirable to consumer

Straddle frame of reference

Differentiating from competitors

Deliverable by the company

All are criteria that would apply.

Question 75(1 point)

Marketers usually identify niches by ________.

Question 75 options:

dividing a segment into subsegments

allowing consumers to gravitate toward product brands

examining the demographics section ofThe Handbook of Marketing

producing products that can be used in a variety of ways

conducting VALS tests

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:

Partner marketing

Instructional marketing

Consumer marketing

Differentiated marketing

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

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

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

The profitability associated with brand development.

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

Question 78(1 point)

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

Question 78 options:

Brand image

Brand value

Brand tracks

Brand perception

Brand elements

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:

meaningful

adaptable

likeable

transferable

memorable

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:

slogan

promotional descriptor

product shape

patent

spokesperson

Question 81(1 point)

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

Question 81 options:

product

positioning

performance

promotion

planning

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

every-day-low-pricing

strategic window of opportunity

a demand channel

an award winning promotional campaign

Question 83(1 point)

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

Question 83 options:

relying on the product descriptor

announcing category benefits

comparing to exemplars

Points-of-difference

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

Question 84(1 point)

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

Question 84 options:

brand partitions

brand categories

brand values

brand attributes or benefits

brand specifications

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

none of these

Variable

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:

Target costing

Cost accounting

Experience cost

Direct product profitability

Activity-based cost

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

product-orientated customers

price-orientated

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:

going-rate pricing

everyday low pricing

perceived value pricing

high-low pricing

value pricing

Question 89(1 point)

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

Question 89 options:

agents

facilitators

marketers

retailers

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:

none of the store

facilitators

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:

push

promote

none of these

provide

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:

Low-involvement shoppers

Habitual shoppers

High value deal seekers

Variety-loving shoppers

High-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:

"buzz"

direct marketing

publicity

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:

high credibility

invitation

exposure

"free"

low cost

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:

competitive parity method

affordable method

percentage-of-sales method

objective-and-task method

none of these

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:

supplemented

increased

eroded

expanded

all of these

Question 97(1 point)

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

Question 97 options:

none of these

reverse engineering

transformational appeals

objective and task appeals

informational 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:

Choice of personal communication channels

creative strategy

communication objectives

none of these

message source

Question 99(1 point)

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

Question 99 options:

strategy

products that can be improved upon

new concepts

ideas

overseas products

Question 100(1 point)

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

Question 100 options:

product failure

DROP-error

dual error

GO-error

brand failure