Question 1

A(n) ________ is a route a product takes from the place it is made to the customer who is the end user.

Accepted Answer

A)  trade channel 
B)  product channel 
C)  allotment channel 
D)  promotion channel 
E)  distribution channel 
A)  trade channel 
B)  product channel 
C)  allotment channel 
D)  promotion channel 
E)  distribution channel

Question 2

A product attribute map is used to help a firm determine:

Accepted Answer

A)  if it is emphasizing benefits rather than features 
B)  if its branding strategy is appropriate 
C)  if its market segmentation is correct 
D)  if its positioning strategy is appropriate 
E)  if its target market is appropriate 
A)  if it is emphasizing benefits rather than features 
B)  if its branding strategy is appropriate 
C)  if its market segmentation is correct 
D)  if its positioning strategy is appropriate 
E)  if its target market is appropriate

Question 3

Markets can be segmented in a number of ways, including by product type, price point, distribution channel used, and customers served.

Accepted Answer

A) True 
 B)False

Question 4

Creating buzz means creating awareness and a sense of anticipation about a company and its offerings.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following statements is correct regarding the concept of branding?

Accepted Answer

A)  Brands cannot be built through advertising, public relations, sponsorships, social media, or similar techniques. 
B)  A company doesn't normally want its customers to identify with its brand. 
C)  Startups usually start with an established brand. 
D)  A brand can be one of a company's most valuable assets. 
E)  A brand can denote a negative impression of a company. 
A)  Brands cannot be built through advertising, public relations, sponsorships, social media, or similar techniques. 
B)  A company doesn't normally want its customers to identify with its brand. 
C)  Startups usually start with an established brand. 
D)  A brand can be one of a company's most valuable assets. 
E)  A brand can denote a negative impression of a company.

Question 6

A(n) ________ is the set of attributes-positive or negative-that people associate with a company.

Accepted Answer

A)  emblem 
B)  logo 
C)  symbol 
D)  brand 
E)  trade name 
A)  emblem 
B)  logo 
C)  symbol 
D)  brand 
E)  trade name

Question 7

Many startups emphasize advertising over public relations primarily because it's cheaper and helps build the firm's credibility.

Accepted Answer

A) True 
 B)False

Question 8

Price is the only element in the marketing mix that produces revenue; all other elements represent costs.

Accepted Answer

A) True 
 B)False

Question 9

Creating ________ means creating awareness and a sense of anticipation about a company and its offerings.

Accepted Answer

A)  ruckus 
B)  noise 
C)  clatter 
D)  clamor 
E)  buzz 
A)  ruckus 
B)  noise 
C)  clatter 
D)  clamor 
E)  buzz

Question 10

A firm's sales process depicts the steps it goes through to identify prospects and close sales.

Accepted Answer

A) True 
 B)False

Question 11

"Brand premium" is the term that denotes the set of assets and liabilities that are linked to a brand and enable it to raise a firm's valuation.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following statements is incorrect regarding the process of building a company's brand?

Accepted Answer

A)  A firm's name, logo, Web site design, and even its letterhead are part of its brand. 
B)  One of the keys to effective branding is to create a strong personality for a firm. 
C)  Some companies monitor the integrity of their brands through brand management. 
D)  Startups must build a brand from scratch, which starts with selecting the company's name. 
E)  Most experts recommend a heavy reliance on advertising in building a firm's brand. 
A)  A firm's name, logo, Web site design, and even its letterhead are part of its brand. 
B)  One of the keys to effective branding is to create a strong personality for a firm. 
C)  Some companies monitor the integrity of their brands through brand management. 
D)  Startups must build a brand from scratch, which starts with selecting the company's name. 
E)  Most experts recommend a heavy reliance on advertising in building a firm's brand.

Question 13

Which of the following is not one of the four elements that constitute a firm's marketing mix?

Accepted Answer

A)  price 
B)  promotion 
C)  passion 
D)  place (or distribution) 
E)  product 
A)  price 
B)  promotion 
C)  passion 
D)  place (or distribution) 
E)  product

Question 14

Karen Simon recently purchased a digital camera. She considered three cameras, a Kodak that was priced at $139.00, a Panasonic priced at $189.00, and a Nikon priced at $229.00. Karen couldn't tell much difference between the cameras, so she bought the Nikon, figuring that because it was the most expensive of the three, it must be the best. According to the textbook, Karen was making a:

Accepted Answer

A)  price-quality attribution 
B)  price-merit attribution 
C)  cost-value acknowledgement 
D)  cost-worth attribution 
E)  price-worth acknowledgement 
A)  price-quality attribution 
B)  price-merit attribution 
C)  cost-value acknowledgement 
D)  cost-worth attribution 
E)  price-worth acknowledgement

Question 15

Efforts to establish and maintain a company's image with the public are referred to as:

Accepted Answer

A)  open relations 
B)  public relations 
C)  civic relations 
D)  community relations 
E)  advertising 
A)  open relations 
B)  public relations 
C)  civic relations 
D)  community relations 
E)  advertising

A(n) ________ is a route a product takes from the place it is made to the customer who is the end user.

A product attribute map is used to help a firm determine:

Markets can be segmented in a number of ways, including by product type, price point, distribution channel used, and customers served.

Creating buzz means creating awareness and a sense of anticipation about a company and its offerings.

Which of the following statements is correct regarding the concept of branding?

A(n) ________ is the set of attributes-positive or negative-that people associate with a company.

Many startups emphasize advertising over public relations primarily because it's cheaper and helps build the firm's credibility.

Price is the only element in the marketing mix that produces revenue; all other elements represent costs.

Creating ________ means creating awareness and a sense of anticipation about a company and its offerings.

A firm's sales process depicts the steps it goes through to identify prospects and close sales.

"Brand premium" is the term that denotes the set of assets and liabilities that are linked to a brand and enable it to raise a firm's valuation.

Which of the following statements is incorrect regarding the process of building a company's brand?

Which of the following is not one of the four elements that constitute a firm's marketing mix?

Efforts to establish and maintain a company's image with the public are referred to as:

Introduction to Entrepreneurship

Recognizing Opportunities and Generating Ideas

Feasibility Analysis

Writing a Business Plan

Industry and Competitor Analysis

Developing an Effective Business Model

Preparing the Proper Ethical and Legal Foundation

Assessing a New Ventures Financial Strength and Viability

Building a New Venture Team

Getting Financing or Funding

The Importance of Intellectual Property

Preparing for and Evaluating the Challenges of Growth

Strategies for Firm Growth

Franchising

Filters

Exam 11: Unique Marketing Issues

A(n) ________ is a route a product takes from the place it is made to the customer who is the end user.

A product attribute map is used to help a firm determine:

Markets can be segmented in a number of ways, including by product type, price point, distribution channel used, and customers served.

Creating buzz means creating awareness and a sense of anticipation about a company and its offerings.

Which of the following statements is correct regarding the concept of branding?

A(n) ________ is the set of attributes-positive or negative-that people associate with a company.

Many startups emphasize advertising over public relations primarily because it's cheaper and helps build the firm's credibility.

Price is the only element in the marketing mix that produces revenue; all other elements represent costs.

Creating ________ means creating awareness and a sense of anticipation about a company and its offerings.

A firm's sales process depicts the steps it goes through to identify prospects and close sales.

"Brand premium" is the term that denotes the set of assets and liabilities that are linked to a brand and enable it to raise a firm's valuation.

Which of the following statements is incorrect regarding the process of building a company's brand?

Which of the following is not one of the four elements that constitute a firm's marketing mix?

Efforts to establish and maintain a company's image with the public are referred to as:

Introduction to Entrepreneurship

Recognizing Opportunities and Generating Ideas

Feasibility Analysis

Writing a Business Plan

Industry and Competitor Analysis

Developing an Effective Business Model

Preparing the Proper Ethical and Legal Foundation

Assessing a New Ventures Financial Strength and Viability

Building a New Venture Team

Getting Financing or Funding

The Importance of Intellectual Property

Preparing for and Evaluating the Challenges of Growth

Strategies for Firm Growth

Franchising

Filters