Multiple choice questions:
1) Which of the following is the BEST example of a marketing exchange?
The waitress gave Sunil a menu, and he placed his food order.
Griffin helped Mandy replace the air filter in her lawn mower.
A.C. and Maggie gave their son a CD player for his birthday.
In return for painting her fence, Mrs. Maloney gave Larry a box of homemade fudge.
None of the above is an example of a marketing exchange.
2) The increased usage of realtionhip marketing is due to the fact:
customers have become less demanding.
customers want products and services that are mass-produced rather than tailored to their specific needs and wants.
retaining customers is generally more cost effective than acquiring new ones
it is very costly to prevent customer defections
most international customers already use relationship marketing
3) Terms such as new advertising, orchestration, and seamless communication have been used to describe:
relationship marketing
integrated marketing communications
the promotional mix
relationship marketing
the 4 A's
4) As marketers become more sophisticated in their understanding of integrated marketing communications, they are recognizing that:
effective integrated marketing comunications calls for a centralized messaging function
integrated marketing communications must consider all sources of brand or company contact that a customer or prospect has with a product
integrated marketing communications offers more than just ideas for coordinating all of the elements of the marketing and promotional program
integrated marketing helps companies identify the most appropriate and effective methods for contacting customers
all of the above are true
5) Which of the following is NOT a characteristic of advertising as a form of promotion?
low cost per contact
the ability to create images for brands
the ability to reach large audiences with the advertising message
immediate feedback and capability to close sales
the use of mass media
6) Today many people take an aspirin at their doctor's recommendation as a preventive medicine. The maker of Bayer aspirin has added calcium to its aspirin. The calcium is also often recommended by doctors to help maintain bone density. There are many types of aspirin on the market, but only one brand that also contains calcium. For Bayer, this calcium additive is an example of:
brand quality
brand equity
a competitive advantage
brand power
a market opportunity
7) All of the following are demographic factrors EXCEPT:
age
family size
income
sex
product usage
8) Crossings is the name of a book club designed to appeal to conservative Christians. It sells inspirational fiction and nonfiction books that express moral values consistent with the views of these Christians. Crossings uses_____segmentation.
psychographic
demographic
behavioristic
usage
geographic
9) L'Oreal, the giant cosmetics manufacturer, targets the luxury market with Helena Rubinstein and Lancome brands. Its less expensive brands like Elseve and L'Oreal are sold by discount retailers. L'Oreal uses:
concentrated marketing
undifferentiated marketing
market atomization
niche marketing
differentiating marketing
10) ________is defined as the art and science of fitting the product or service to one or more segments of the broad market in such a ways as to set it meaningfully apart form competition.
Target marketing
Benefit segmentation
Undifferentiated marketing
Demographic segmentation
Positioning
11) The_____is an outside firm that specializes in the creation, production and/or placement of the communications message and that may provide other marketing and promotions related services.
media organization
sales promotion firm
research organization
advertising agency
creative boutique
12) When the client assumes the entire promotional function, it is said to operate:
on a client management basis
on a creative and functional basis
as an in-house agency
as a full-service system
as a self-sufficient agency
13) The function of gathering, analyzing and interpreting information that will be useful in developing advertising is the responsibility of the agency's _______department.
production
traffic
media
account management
research
14) Account planning has become a very important and demanding function in many agencies as:
public relations replaces advertising for achieving global integrated marketing communications
budgeting services reduces the redundancy associated with on-task account planning
marketing research expands the creative capacity of ad agencies
the number of marketing communication channels and ways of contacting customers increases
all of the above have increased the importance and demands upon account planners
15) The_____is responsible for creating the visual portion of an ad such as layouts and the commercial storyboards.
account executive
copywriter
product management department
research department
art department
16) According to Abraham Maslow's hierarchy of needs theory, the highest level of needs are _____needs.
physiological
social
self actualization
esteem
safety
17) Sam Crenshaw looked at reality ads in local newspaper and in the listings magazines he found at a local restaurant, asked his friends, and called the local Chamber of Commerce before purchasing a home site in Lincoln. These activities are examples of:
internal information search
external information search
post purchase evaluation
problem clarification
evoked set manipulation
18) Ads reminding people to use the FEDEX by dialing 1-800GOFEDEX are based on:
a subliminal technique
classical conditioning
reinforcement theory
a mnemonic
shaping
19) Which of the following techniques can marketers use to ensure their brand is included in the consumer's evoked set?
Create top-of-mind awareness.
Use comparative advertising to encourage consumers to consider their brand along with market leaders.
Use point-of-purchase displays to draw attention to a brand in the store.
Use in-store sampling to encourage consumers to try a brand.
Do all of the above.
20)_____are the dimensions or attributes of a product that are used to compare different alternatives.
Eva luative criteria
Attribute assignments
Dissonance motives
Consequences
Reinforcement criteria