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Question
What is the first step in implementing the objective-and-task approach?a. Identifying last year's sales
b. Determining costs based on a build-up analysis
c. Comparing expenditures against industry benchmarks
d. Calculating a marginal analysis
Answer
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What is a downside to adopting a heavy-user-focused segmentation plan?
a. Heavy users usually form less than one percent of users by volume.
b. Heavy users may differ significantly from average or infrequent users in terms of their motivations to consume, their approach to the brand, or their image of the brand.
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d. Heavy users have little knowledge of the brand and negligible social influence.
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The basic premise of a positioning strategy must be simple and distinctive if it is to be communicated effectively to the target segment.
a. True
b. False
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Positioning means to cut your market into pieces and focus on the piece or pieces that make the most sense. a. Trueb. False
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If General Mills decides to use the STP framework, it can divide its resources to reach a number of separate and distinct market segments.
a. True
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STP marketing includes three factorsidentifying, positioning, and informing.
a. True
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In the world of advertising, markets are positioned, but products are segmented. a. Trueb. False
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The basic idea of cultural branding is to find some rift in the seams of society and then use it to offer a solution in the form of a branded good.
a. True
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Without customer attention, there is no chance that an advertiser's message will have its desired impact.
a. True
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Scenario5-6Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute for message pads in the home or office. Their recording time is limited to 120 seconds and the devices sell for less than $20. VoiceIt's products are about the size of four credit cards stacked on top of one another and have a life of about a year. The slogan the firm uses on its packaging and advertising is "Don't Write It, VoiceIt!"Mark feels that post-its are much more efficient and simpler than Voice-It and that it is more practical and purchases post-its instead of the Voice-It product. This is an example of ____ .a. a predecisional distortion b. a habitc. a variety seeking process d. cognitive dissonance
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Scenario5-1As clothing and accessories retailer Gap, Inc. attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear. Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so. The company will look for other ways to develop the brand. Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.(Iko Han, "Gap's New Logo Proves the Company Knows How to Listen." CornerlineNews, October 13, 2010.)Gap's loyal customers generally believed the company's products are highend and sophisticated. Judging by the initial responses, consumers felt Gap's new logo represented lowerend products, and would, therefore, appeal to a lower social class. This concept of differing social levels is called:a. cognitive dissonance. b. advertising clutter.c. stratification.d. cultural capital.
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Which of the following has been found regarding advertising and gender?
a. Advertisers have been reluctant to communicate to men and women in different ways.
b. Advertisers have no definitive list of gender differences as the expression of gender depends on situational factors.
c. Advertisers often find gender issues overly sensitive and tend to avoid them.
d. There are no differences between men and women if they are the products of differential socialization.
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Related to the way a consumer's culture shapes his or her tastes and preferences is the concept of cultural capital. This refers to the:a. value that a culture places on certain consumption practices and objects. b. particular pattern of consumption that depends on fiscal stability.c. financial investment needed to create a brand. d. monetary value of a brand in a particular area.
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In advertising, deception refers to making false or misleading statements in advertisements. a. Trueb. False
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It is possible to make a reasonable argument that the massive consumption that advertising upholds and glorifies is actually quite good for American society, and for other cultures around the world.
a. True
b. False
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The social aspects of advertisement are often volatile. a. Trueb. False
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When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.