Accounting
Anthropology
Archaeology
Art History
Banking
Biology & Life Science
Business
Business Communication
Business Development
Business Ethics
Business Law
Chemistry
Communication
Computer Science
Counseling
Criminal Law
Curriculum & Instruction
Design
Earth Science
Economic
Education
Engineering
Finance
History & Theory
Humanities
Human Resource
International Business
Investments & Securities
Journalism
Law
Management
Marketing
Medicine
Medicine & Health Science
Nursing
Philosophy
Physic
Psychology
Real Estate
Science
Social Science
Sociology
Special Education
Speech
Visual Arts
Journalism
Q:
(p.179)_____ refers to the place a brand occupies competitively in the minds of consumers.
A.Product segmentation
B.Product placement
C.Positioning
D.The perceptual pyramid
E.The strategic map
Q:
(p.179)Clos du Bois wine, for example, pursues an advertising campaign targeting the gay and lesbian community that has been remarkably successful. Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbowan instantly recognizable symbol in the gay community. What approach to positioning is the winery using?
A.Cultural symbol
B.Product class
C.Product user
D.Marketing mix
E.Price/quality
Q:
(p.179)Starbucks Coffee Company, expanded from bottled Frappuccino to two canned productsDoubleshot in 2002 and Starbucks Iced Coffee, which was introduced last year. 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 using?
A.Cultural symbol
B.Product class
C.Product use/application
D.Marketing mix
E.Price/quality
Q:
(p.180)Besides its signature product, the My-Tee T-shirt, a fashion design company, makes its own line of skirts, shoes, tank tops and accessories that retail from $32 to $78. Publicists and buyers browse My-Tee's trendy showroom for the latest trends and clothing lines. The company's promotional strategy relies on publicity. Celebrities from Hilary Duff to Courtney Cox have been photographed in My-Tee clothing. This exposure helped the company rack up $1 million in sales last year. This is a brief description of My-Tee's:
A.advertising mix.
B.marketing mix.
C.marketing objectives.
D.organizational strategy.
E.product differentiation.
Q:
(p.180)_____ determine the specific short-term actions to be taken, internally and externally, by whom and when.
A.Corporate objectives
B.Tactics
C.Organizational structures
D.Environmental objectives
E.Strategic postures
Q:
(p.180)Randall Grahm, the owner of Bonny Doon Vineyards, made a name for his wines by injecting an irreverent sense of humor into everything associated with the winery. One of the _____ he used was to host a black mask dinner this fall to celebrate "the death of wine corks" when his company decided to use screw tops.
A.marketing objective
B.control mechanism
C.action program
D.strategic posture
E.organizational structure
Q:
(p.180)When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand, it used several different _____ including creating a launch kit, to its brokers and distributors. The kit contains sell sheets, samples, a media kit and gift items, such as branded memory stick and an ice cream scoop to help "Scoop Up Sales!"
A.marketing objectives
B.creative mechanisms
C.tactics
D.strategic postures
E.organizational positions
Q:
(p.180)Smaller companies typically use a bottom-up marketing format plan because:
A.handling day-to-day problems leaves little time for formal planning.
B.they don't need to create a competitive advantage.
C.long-term strategies are needed to keep a business focused on the future.
D.failure to have a mission is one of the major reasons for small-business failure.
E.a bottom-up planning allows more time for development of a customer relationship strategy.
Q:
(p.176)Why would a company set need-satisfying objectives?
A.To create demand in a static environment.
B.To take full advantage of the consumer trend to eat out more.
C.To shift its organizational structure from a transformational to a transactional mode.
D.To shift the organization's view from a production orientation to concern for the needs of its target market.
E.To provide equity to its stakeholders.
Q:
(p.176)Harry & David is a catalog retailer that specializes in fruit gifts, but it does not see itself as just a merchant of fruit. By setting _____ objectives, the retailer can views itself as a gift provider and act accordingly.
A.need-satisfying
B.sales-driven
C.sales-target
D.production-oriented
E.environmental
Q:
(p.176)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?
A.To increase sales of pecan pies by 3 percent during the next six months.
B.To have most of the staff attend a marketing seminar.
C.To increase sales of cheesecake to the point where demand exceeds supply every week.
D.To raise net profit by 50 percent during the next three weeks.
E.To build a Web site.
Q:
(p.178)In February 2008, Light Full Foods in San Francisco, developed Light Full Satiety Smoothies, which are shelf-stable, all-natural, dairy-based smoothies for adult women. Adult women are the smoothie manufacturer's:
A.marketing mix.
B.advertising mix.
C.product concept.
D.segmentation variable.
E.target market.
Q:
(p.174)The _____ for an organization assembles all the pertinent facts about the organization, the markets it serves and its products, services, customers and competition.
A.vision
B.marketing plan
C.advertising plan
D.marketing mix
E.competitive strategy
Q:
(p.174-175)The written marketing plan must reflect the goals of top management and:
A.be consistent with company's mission and capabilities.
B.be approved by all stakeholders.
C.be benchmarked against others in competing industries.
D.must be designed to emphasize the development of transactional relationships.
E.include all of the above to stand a chance of being successful.
Q:
(p.175)What is the first step in the traditional top-down marketing plan?
A.Developing marketing tactics
B.Forming marketing strategy
C.Conducting a situation analysis
D.Evaluating potential marketing objectives
E.Establishing advertising objectives
Q:
(p.175)The most common format used to develop a marketing plan is the _____ plan
A.hierarchical
B.IMC
C.bottom-up
D.top-down
E.functional
Q:
(p.175)Desert Knight Golf Resort has just completed a detailed, factual study of the resort's current strengths and weaknesses as well as what threats and opportunities exist that are outside the company's control but still impact it. Its next step in the development of its marketing plan is to:
A.decide which advertising media will best reach its target markets.
B.determine specific marketing objectives.
C.evaluate potential marketing objectives.
D.establish advertising strategy.
E.design marketing tactics.
Q:
(p.175)Baxter International Inc, which maintains manufacturing facilities around the world is the world's largest manufacturer of IV solutions in flexible containers. A(n) _____ would reveal to Baxter, changes in its environments that the company would need to address to maintain its standing as the leading producers of IV solutions in flexible containers.
A.situation analysis
B.external market analysis
C.market survey
D.product audit
E.stakeholder audit
Q:
(p.175)The exhibition and trade show industry, after decades of fabulous growth is experiencing business decline. The _____ for the Center for Exhibition Industry Research, reported, "The exhibition industry will face more competition for marketing dollars in the next five years than it has in the last 25 years."
A.situation analysis
B.external market analysis
C.market survey
D.product audit
E.stakeholder audit
Q:
(p.175)_____ is the third section of the marketing plan and explains how the company plans to accomplish its marketing objectives.
A.The control process
B.Implementation
C.The stakeholder analysis
D.The marketing strategy
E.The marketing mix
Q:
(p.176)Pyramid Breweries Inc. 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 reputation for customer satisfaction.
A.corporate
B.entrepreneurial
C.advertising
D.logistical
E.stakeholder
Q:
(p.176)_____ objectives can be stated in terms of profit, return on investment, net worth, growth or corporate reputation.
A.Environmental
B.Functional
C.Corporate
D.Operational
E.Entrepreneurial
Q:
(p.176)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 2006 gross sales. This would be an example of a(n) _____ objective.
A.sales-target
B.target market
C.need-satisfying
D.market tracking
E.environmental
Q:
(p.176)_____ objectives can be categorized as either general need-satisfying objectives or specific sales-target objectives.
A.Environmental
B.Functional
C.Corporate
D.Marketing
E.Entrepreneurial
Q:
(p.185)What is integrated marketing communications?
Q:
(p.189)List in order, the five levels of advertising influence depicted in the advertising pyramid.
Q:
(p.194)What is the basis for calculating budget allocation in the percentage-of-sales method?
Q:
(p.175)What are the types of marketing plan choices available to the companies?
Q:
(p.185)Define the term synergy.'
Q:
(p.186-187)What are the four sources of brand messages? Briefly describe each source.
Q:
(p.191)What is the integration triangle? How is this triangle associated with the brand message sources? When does constructive integration occur?
Q:
(p.189-190)Starting at the bottom of the advertising pyramid, list the five objectives in order as they appear in the pyramid. Briefly describe what an advertiser should do at each of the levels.
Q:
(p.193)Why should advertising be viewed as a long-term investment? How does this fact relate to current economic conditions?
Q:
(p.194-196)Briefly describe five of the nine methods for setting an advertising budget.
Q:
(p.175)Distinguish between corporate objectives and marketing objectives.
Q:
(p.175)What are the four principal elements in a traditional top-down marketing plan?
Q:
(p.176)What are the two general types of marketing objectives?
Q:
(p.177)What three factors determine which marketing strategy option a marketer selects for its product?
Q:
(p.186)List the four sources of company/brand-related messages stakeholders receive.
Q:
(p.175)What is SWOT analysis and what does it examine?
Q:
(p.196)The three steps involved in the objective/task method are defining objectives, determining strategy, and estimating cost.
Q:
(p.175)Is the following statement true: "The marketing plan has a profound effect on an organization's advertising program". Explain your answer.
Q:
(p.181-182)The newspaper that writes the story about the grand opening of a new Applebee's restaurant is a stakeholder for that restaurant.
Q:
(p.176)Distinguish between need-satisfying objectives and sales-target objective.
Q:
(p.183)The company contacts customers from time to time with suggestions about improved product use or helpful new products. This sentence defines the basic transactional level relationship between the company and its stakeholders.
Q:
(p.177)The development of marketing strategy typically involves three steps. List and briefly describe each of these steps.
Q:
(p.185)Endcap promotion are messages communicated by a product, its packaging, price, or distribution elements.
Q:
(p.182-183)List three reasons why it is essential that an organization actively engages in relationship marketing. Why is each essential?
Q:
(p.185)The principle benefit of IMC is cost efficiency.
Q:
(p.186)To influence customers' perceptions, marketers must understand that every corporate activity has a message component.
Q:
(p.188)The advertising plan is a natural outgrowth of the marketing plan.
Q:
(p.187)A database of customer behavior containing information on customer demographics, psychographics, purchase data, and attitudes can be used as the basis for planning future marketing and communications activities.
Q:
(p.189)According to the advertising pyramid, the first task of advertising is to communicate enough information about the product to develop conviction.
Q:
(p.191)The advertising pyramid reflects the traditional mass-marketing approach.
Q:
(p.191)A creative strategy is a written statement that serves as the creative team's guide for writing and producing an ad.
Q:
(p.191-192)The two sub-strategies of advertising strategy are the segmentation strategy and the message strategy.
Q:
(p.193)In consumer goods marketing, increases in market share are closely related to increases in marketing budgets.
Q:
(p.195)Small firms with limited capital typically budget using all-available-funds method.
Q:
(p.196)The objective/task method of setting budgets is also known as the budget buildup method.
Q:
(p.181)Value is defined as the ratio of price to total benefits provided.
Q:
(p.181)With integrated marketing communications, advertisers are able to cultivate identical relationships with its various stakeholders.
Q:
(p.169)A marketing researcher designed a questionnaire that asked "In your opinion, how should the government take a more active role in making sure that your food is handled properly?" What type of question would the researcher be using?
A.Open-ended
B.Multiple choice
C.Dichotomous
D.Bipolar
E.Tabulation
Q:
(p.152)Advertising research uncovers the information needed to make advertising decisions.
Q:
(p.153)Pretesting and posttesting are categories of advertising research.
Q:
(p.154)One of the most important strategic benefits offered by advertising is the fact it can be used to replace a positioning strategy.
Q:
(p.156)Advertising is one of the largest costs in a company's marketing budget.
Q:
(p.157)The first step in the research process is exploratory research.
Q:
(p.175)By definition, marketing plans should be short and specific.
Q:
(p.175)The first step in traditional top-down planning is to determine specific marketing objectives.
Q:
(p.176)Corporate objectives are stated in terms of profit or return on investment.
Q:
(p.176)The two types of marketing objectives are positioning and segmentation.
Q:
(p.178)Every product in the market assumes some position based on consumer perception.
Q:
(p.178-180)Lucas Inc. makes lubricating oil specifically for race cars and uses a positioning strategy based on user/application.
Q:
(p.181)One of the benefits of bottom-up marketing is that it allows advertisers to use multiple action programs.
Q:
(p.181)Transactional marketing is simpler than relationship marketing.
Q:
(p.169)Effective survey questions have three important attributes. They are:
A.completeness, clarity, and measurability.
B.timeliness, directness, and efficiency.
C.clarity, focus, and brevity.
D.specificity, measurability, and timeliness.
E.completeness, timeliness, and specificity.
Q:
(p.169)On the survey, the students were asked to answer "yes" or "no" to the following questions: (a) Do you ever have to do homework outside of school? (b) Should the hours that school is in session be extended? (c) Do you feel it is too easy to make good grades? These are examples of _____ questions.
A.open-ended
B.multiple choice
C.dichotomous
D.bipolar
E.tabulation
Q:
(p.165)In 2008, Florida's Natural brand orange juice introduced a new marketing campaign to alert consumers that their brand is not made with any imported orange juice. The campaign by the co-op of citrus growers that produce Florida's Natural features television advertisements that question why other premium orange juice brands would use imported juices when America produces such fresh fruit. To determine if this campaign created a positive image for Florida-grown oranges, the co-op could use a(n):
A.inquiry test.
B.projective interview.
C.attitude test.
D.sales test.
E.recall test.
Q:
(p.169)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 later in life, to follow their doctor's advice or to manage an existing medical condition. This was more than likely an example of a(n) _____ question.
A.open-ended
B.multiple choice
C.dichotomous
D.bipolar
E.tabulation
Q:
(p.165)When Jonas was asked to list all of the commercials he remembering seeing when he watched the SEC football game between Alabama and Auburn, he was participating in a(n):
A.recall test.
B.projective interview.
C.focus interview.
D.attitude test.
E.inquiry test.