front 1 The development of _____ marketing requires marketers to focus on ingenious tactics first and then develop
| back 1 c |
front 2 The _____ is perceived as a consumer advocate during the advertising planning process.
| back 2 c |
front 3 _____ is the ratio of perceived benefits to the price of the product.
| back 3 e |
front 4 People who enjoy a thick Porterhouse steak often appreciate the taste and consider the meal a well-deserved reward at the end of a hard day. These reasons for enjoying steak are all examples of _____ motives.
| back 4 a |
front 5 What is the first step in the traditional top-down marketing plan?
| back 5 c |
front 6 Consumer demand for a whole product category such as DVD players, pickles, or laptop computers is called _____ demand.
| back 6 a |
front 7 Desert Knight Golf Resort has just completed a detailed, factual study of the resort's strengths and weaknesses as well as external threats and opportunities. The resort's next step in the development of a marketing plan is to:
| back 7 b |
front 8 Forrester Research carried out an evaluation of ShoeSource.com. Users of the ShoeSource Web site were asked questions about the ease of using the Web site and their perceptions of the site. Which research method was most likely used to learn consumer's perceptions of ShoeSource.com?
| back 8 e |
front 9 The _____ refers to the bundle of values built into a product aimed at satisfying various functional, social, psychological, economic, and other consumer needs and wants.
| back 9 a |
front 10 Harris Teeter Inc. is a chain of supermarkets in the Atlanta area. In one of its stores in a predominantly Jewish neighborhood, the store has three rabbis on staff who make sure the foods sold at the store are kosher. Every Harris Teeter store has distinct characteristics that align it with the neighborhood in which it is located. The chain is using _____ segmentation.
| back 10 a |
front 11 The _____ for an organization assembles all the pertinent facts about the organization, the markets it serves, and its products, services, customers, and competition.
| back 11 b |
front 12 Why would a company set need-satisfying objectives?
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front 13 _____ governs the way we discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions.
| back 13 a |
front 14 When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand, the firm created a launch kit for its brokers and distributors. Its brokers and distributors are examples of:
| back 14 d |
front 15 Cell phone companies spend many advertising dollars appealing to people who are already heavy users of cell phones to encourage them to buy plans that offer them additional minutes. These cell phone companies are using:
| back 15 e |
front 16 What are the two broad categories of learning theories used by most advertisers?
| back 16 a |
front 17 Before Kraft introduced Philadelphia Single Size Cream Cheese Spreads, it test marketed them in California markets to see if the amount of the serving was acceptable and to determine the best pricing strategy to use with the new product. This was an example of _____ research.
| back 17 a |
front 18 Starbucks expanded from bottled Frappuccino to two canned products—Doubleshot and Starbucks Iced Coffee. While all are coffee-based products, each has a slightly different consumer base. Doubleshot is advertised as a morning beverage, Frappuccino, an afternoon treat, and Starbucks Iced Coffee as an all-day product. What approach to positioning is Starbucks most likely using?
| back 18 c |
front 19 New Products Magazine wanted to determine how consumers really feel about fortified products. The publication created a Web site where respondents could answer questions about how they feel about good nutrition, their own personal health, food convenience, and food taste. New Products Magazine gathered:
| back 19 b |
front 20 Because drugstore chains realize that nearly three-fourths of the visitors to a drugstore are there just to pick up a prescription, drugstores have found it profitable to stock a variety of products that have typically been found
| back 20 d |
front 21 RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in ten consumers to discuss issues associated with the safe adoption of UV technology in a range of industries including
| back 21 d |
front 22 Which of the following best describes the target market of Mountain Dew?
| back 22 c |
front 23 What is the first step in the basic consumer decision process?
| back 23 d |
front 24 _____ refer to the basic, often instinctive, human forces that motivate us to do something.
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front 25 Kotler and Armstrong have identified five levels of relationships that can be formed between a company and its various stakeholders. Charlotte purchased a book on how to crochet from a Web site. After purchasing the
| back 25 d |
front 26 Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel and that processed meat contains harmful chemicals. Both of these reasons are examples of _____ motives.
| back 26 c |
front 27 With the common usage of laptops and tablets, large, bulky desktop computers have entered the _____ stage of the product life cycle and are being phased out by many computer firms.
| back 27 d |
front 28 After decades of fabulous growth, the trade show industry is experiencing business decline. A report by the National Trade Show Industry stated, "The trade show industry will face more competition for marketing dollars in the next five years than it has in the last 25 years." This statement is best described as a(n) _____.
| back 28 a |
front 29 In the _____ stage of the product life cycle, the marketplace becomes saturated with competing products and the number of new customers dwindles and industry sales reach a plateau.
| back 29 c |
front 30 In the health care industries, strategies that target women are becoming increasingly prevalent because capturing the female patient means influencing the vast majority of health care decisions made for families.
| back 30 a |
front 31 _____ is the product's ability to satisfy both functional needs and symbolic wants.
| back 31 d |
front 32 Thomas was planning on seeing a movie last weekend. After trying to read the small print which told the times the movie would be shown, he gave up and decided to go to the zoo instead. In this case, _____ screens influenced his perception.
| back 32 a |
front 33 _____ occurs when the change in belief, attitude, or behavioral intention is caused by promotion communication.
| back 33 e |
front 34 The Values and Lifestyles (VALS) typology uses a two-dimensional structure based on:
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front 35 _____ provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad campaign after it runs.
| back 35 d |
front 36 Taking into account the Elaboration Likelihood Model, which of the following purchases would most likely involve the peripheral route to persuasion?
| back 36 c |
front 37 Over the past decade, brands that were once available only to the wealthy have created more affordable product extensions, giving a far broader range of consumers a taste of the good life. Jaguar, for instance, launched its X-type sedan, which starts at $30,000 and is meant for the "almost rich" consumer who aspires to live in luxury. By marketing to people who desire a luxurious lifestyle, Jaguar is using:
| back 37 b |
front 38 To help food advertisers produce more effective advertising, the Food Marketing Institute did a study in which it asked respondents if they wanted to eat more nutritiously in order to lose weight, to prevent health problems
| back 38 d |
front 39 Alan did not notice the ad for Goodwater riding equipment in Western Horseman because he was much more interested in an article on Argentinian cowboys on the page opposite the equipment ad. In terms of the communication process, the article on Argentinian cowboys served as _____ for the Goodwater ad.
| back 39 a |
front 40 The Visitors Bureau of Greenville, Mississippi, uses an ad with the following headline: "Join some others who got inspired here" and then lists the famous authors that came from that part of the state. The message in this
| back 40 b |
front 41 Which question would be used to gather qualitative research?
| back 41 d |
front 42 Before beginning an advertising campaign for its new Snickers Charged candy bar, the Mars Company had to determine if the product's 60 milligrams of caffeine would lead to initial purchases and brand loyalty. Before developing the creative strategy and the media strategy for the new candy bar, Mars most likely had to conduct research on:
| back 42 a |
front 43 Harrison has walked past a Mercedes dealership every weekday for the last eight months. Each time he passes, he examines the red Mercedes convertible in the showroom. He is now wondering whether he should
| back 43 c |
front 44 The observation method of data collection:
| back 44 c |
front 45 The immediate images that the name Oz creates for a fan of Ozzie Osborne's music and a fan of The Wizard of Oz are very different. The screen-building process has created different _____ for the two individuals.
| back 45 e |
front 46 Consumer concern about food contamination from pathogenic bacteria is generally nonexistent because most people view food safety as a government issue. The element of perception responsible for this interpretation is called:
| back 46 d |
front 47 Which of the following is one of the bases for making purchase decisions in the business market and should be emphasized in promotional appeals?
| back 47 a |
front 48 Which term refers to the systematic gathering, recording, and analysis of new information to help managers make marketing decisions?
| back 48 c |
front 49 As the leading manufacturer of bleach in the nation, Clorox must guard itself against challenges from detergent manufacturers who are using bleach as a detergent additive. According to Jack Trout and Al Reis's Marketing Warfare, which type of strategy should Clorox use?
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front 50 The ad for Pepperidge Farm products reads, "Filling your kitchen with delicious aromas is a great way to ensure that your Thanksgiving holiday will be full of joyful anticipation." It would seem that the manufacturer of these products is using:
| back 50 b |
front 51 An advertising researcher would most likely use _____ to measure the effectiveness of a television commercial in getting attention and increasing brand awareness.
| back 51 b |
front 52 Within a timeframe of five to seven years Orco Construction Supply, a regional distributor of tools and hardware to framing and foundation contractor markets, plans to hit a revenue mark of $500 million which will more than double its 2010 gross sales. This would be an example of a(n) _____ objective.
| back 52 a |
front 53 Once a research project on the viability of a cable channel designed to meet the needs of the Hispanic market has concluded its secondary research, it should next:
| back 53 c |
front 54 Which of the following promotions is intended to help the advertiser meet the goal of habit reinforcement?
| back 54 a |
front 55 There are very few studies that use data aimed at disentangling the relationship between quality of care and litigation activity against nursing homes. Lobbying groups have funded most national studies on this issue.
| back 55 e |
front 56 Seagram's of North America provides its resellers with elaborate point-of-purchase displays to encourage resellers to stock and promote the distillery's products. In this example, Seagram's is using a:
| back 56 d |
front 57 Which of the following is most likely a potential target market for a manufacturer who is licensed by World Wrestling Entertainment (WWE) to make Halloween costumes based on characters seen in WWE matches?
| back 57 b |
front 58 Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives. Which of the following is the BEST sales-target objective for the bakery to use?
| back 58 b |
front 59 Maslow's hierarchy of needs helps researchers:
| back 59 e |
front 60 The _____ element of the marketing mix includes the way the product is designed and classified, positioned, branded, and packaged.
| back 60 d |
front 61 A pizza restaurant buys fountain Coca-Cola, which it sells to its customers. The pizza restaurant is an example of a(n):
| back 61 c |
front 62 What is the next step for a marketer once market segmentation has been done?
| back 62 a |
front 63 In terms of the human communication process model, what role does the sponsor of the advertisement play?
| back 63 e |
front 64 Which of the following statements about secondary data is most likely true?
| back 64 e |
front 65 When pharmaceutical companies began advertising directly to consumers, it was an example of ____. The pharmaceutical companies realized that consumer demand influences which medications a physician will
| back 65 e |
front 66 _____ determine the specific short-term actions to be taken, internally and externally, by whom and when.
| back 66 b |
front 67 The development of ______ facilitated the collection of observation data.
| back 67 c |
front 68 Which of the following would most likely involve testing ad slogans prior to production?
| back 68 b |
front 69 A full-page ad that Dell ran in Fortune magazine about the firm's latest laptop is an example of which type of company/brand-related message being sent to company stakeholders?
| back 69 a |
front 70 When Lisa thinks about taking a class in conversational Italian, she thinks of it as a way to challenge her intellect. When Megan thinks about taking a class in conversational Italian, she thinks how much fun it will be to visit Italy once she knows the language. Their differing opinions most likely result from differences in:
| back 70 a |
front 71 According to the human communication process, a person who responds to an online Starbucks survey is most likely:
| back 71 b |
front 72 Low voter turnout is a common concern during political elections, but an advertising campaign could be effective at encouraging citizens to vote. Research is necessary before developing such an advertising campaign. What would be the first step in the research process?
| back 72 a |
front 73 _____ is the acquired behavior pattern that becomes nearly or completely involuntary.
| back 73 d |
front 74 _____ refers to the place a brand occupies competitively in the minds of consumers.
| back 74 c |
front 75 Customers who might buy Muir Glen brand organic soups are people who like soup, want to try something different, don't have time to cook, worry about putting chemicals in their bodies, and are vegetarians. These
| back 75 b |
front 76 When Jonas was asked to list all of the commercials he remembered seeing when he watched the SEC football game between Alabama and Auburn, he was participating in a(n):
| back 76 a |
front 77 If you receive an invitation to your 25th high school reunion, you will be much more likely to notice ads for various weight-loss programs, diet foods, and skin rejuvenators than if you are invited to an annual family
| back 77 c |
front 78 When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand, the firm used several different _____ including creating a launch kit for its brokers and distributors. The kit contained sell sheets,
| back 78 c |
front 79 Pyramid Breweries Co. has stated that partnering with committed wholesalers capable of delivering first class customer service is an important _____ objective for the company if the microbrewery is to maintain its
| back 79 a |
front 80 During _____, an advertising researcher would be most likely to use aided recall, sales tests, and inquiry tests.
| back 80 b |