Question 1

Nike's familiar phrase "Just do it" is an example of a:

Accepted Answer

A)  attention-line 
B)  tagline 
C)  notice-line 
D)  catchline 
E)  grabline 
A)  attention-line 
B)  tagline 
C)  notice-line 
D)  catchline 
E)  grabline

Question 2

________ occurs when two or more separate marketing channels are in conflict over their roles in selling a firm's products or services.

Accepted Answer

A)  Channel conflict 
B)  Disintermediation 
C)  Marketing clash 
D)  Channel clash 
E)  Channel inconsistency 
A)  Channel conflict 
B)  Disintermediation 
C)  Marketing clash 
D)  Channel clash 
E)  Channel inconsistency

Question 3

What is the purpose of market segmentation? How are market typically segmented? Can a company segment its market on more than one dimension?

Accepted Answer

The first step in selecting a target mar

Question 4

A distribution channel is the route a product takes from the place it is made to the customer who is the end user.

Accepted Answer

A) True 
 B)False

Question 5

Because of the weaknesses associated with advertising, most startups do not advertise their products broadly.

Accepted Answer

A) True 
 B)False

Question 6

A ________ is an early user of a firm's product who is willing to give a testimonial regarding his or her experience with the product.

Accepted Answer

A)  tribute account 
B)  reference account 
C)  approval report 
D)  appreciation account 
E)  acknowledgment report 
A)  tribute account 
B)  reference account 
C)  approval report 
D)  appreciation account 
E)  acknowledgment report

Question 7

A niche market is a place within a market segment that represents a narrow group of customers with similar interests.

Accepted Answer

A) True 
 B)False

Question 8

According to the textbook, a brand is all of the following except:

Accepted Answer

A)  reputation 
B)  collection of memories 
C)  a pledge 
D)  a promise 
E)  a written warrantee 
A)  reputation 
B)  collection of memories 
C)  a pledge 
D)  a promise 
E)  a written warrantee

Question 9

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 10

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

Accepted Answer

A) True 
 B)False

Question 11

Before Kim Green opened her jiffy print store, she processed several large print jobs for local merchants for free, to demonstrate the quality of her service and to solicit feedback. Two of the merchants wrote favorable review's of Kim's service, and agreed to let Kim post the review's on her company's Web site. The companies that wrote the favorable reviews are referred to as:

Accepted Answer

A)  appreciation reports 
B)  acknowledgement accounts 
C)  referent accounts 
D)  tribute reports 
E)  approval reports 
A)  appreciation reports 
B)  acknowledgement accounts 
C)  referent accounts 
D)  tribute reports 
E)  approval reports

Question 12

A firm's target market is the limited group of individuals or businesses that it goes after or tries to appeal to.

Accepted Answer

A) True 
 B)False

Question 13

According to the textbook, a successful brand can increase the market value of a company by:

Accepted Answer

A)  5 to 10 percent 
B)  20 to 30 percent 
C)  40 to 50 percent 
D)  50 to 75 percent 
E)  75 to 100 percent 
A)  5 to 10 percent 
B)  20 to 30 percent 
C)  40 to 50 percent 
D)  50 to 75 percent 
E)  75 to 100 percent

Question 14

The Savvy Entrepreneurial Firm feature in Chapter 10 provides several examples of firms that created positive awareness of its product of service by producing cleaver video spots. According to the feature, the firms were utilizing:

Accepted Answer

A)  viral marketing techniques 
B)  echo marketing techniques 
C)  nontraditional marketing techniques 
D)  spot marketing techniques 
E)  guerrilla marketing techniques 
A)  viral marketing techniques 
B)  echo marketing techniques 
C)  nontraditional marketing techniques 
D)  spot marketing techniques 
E)  guerrilla marketing techniques

Question 15

________ is a 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)  Trademark equity 
B)  Brand equity 
C)  Logo equity 
D)  Trademark value-added 
E)  Trade name strength 
A)  Trademark equity 
B)  Brand equity 
C)  Logo equity 
D)  Trademark value-added 
E)  Trade name strength

Question 16

Michael Jones owns a Web design firm. The way Michael prices his products is to determine what consumers are willing to pay, and then he backs off a bit to provide a cushion. The method that Michael used to determine his prices is called:

Accepted Answer

A)  predatory pricing 
B)  technical pricing 
C)  cost-based pricing 
D)  competitive-based pricing 
E)  value-based pricing 
A)  predatory pricing 
B)  technical pricing 
C)  cost-based pricing 
D)  competitive-based pricing 
E)  value-based pricing

Question 17

In ________, the list price of an item is determined by adding a markup percentage to a product's cost.

Accepted Answer

A)  cost-based pricing 
B)  compliance-based pricing 
C)  value-based pricing 
D)  competitive-based pricing 
E)  economic-based pricing 
A)  cost-based pricing 
B)  compliance-based pricing 
C)  value-based pricing 
D)  competitive-based pricing 
E)  economic-based pricing

Question 18

What is a brand? How does a new firm develop a brand?

Accepted Answer

A brand is the set of attributespositive

Question 19

Many start-ups emphasize advertising over public relations primarily because it's cheaper and helps build the firm's creditability.

Accepted Answer

A) True 
 B)False

Question 20

Research in Motion (RIM) is a handheld computer company that focuses specifically on business users that need dependable access to e-mail and the Internet while away from their office. For RIM, this specific type of user within the large business market segment is referred to as its:

Accepted Answer

A)  gap market 
B)  task market 
C)  position market 
D)  hole market 
E)  niche market 
A)  gap market 
B)  task market 
C)  position market 
D)  hole market 
E)  niche market

Nike's familiar phrase "Just do it" is an example of a:

________ occurs when two or more separate marketing channels are in conflict over their roles in selling a firm's products or services.

What is the purpose of market segmentation? How are market typically segmented? Can a company segment its market on more than one dimension?

A distribution channel is the route a product takes from the place it is made to the customer who is the end user.

Because of the weaknesses associated with advertising, most startups do not advertise their products broadly.

A ________ is an early user of a firm's product who is willing to give a testimonial regarding his or her experience with the product.

A niche market is a place within a market segment that represents a narrow group of customers with similar interests.

According to the textbook, a brand is all of the following except:

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

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

A firm's target market is the limited group of individuals or businesses that it goes after or tries to appeal to.

According to the textbook, a successful brand can increase the market value of a company by:

The Savvy Entrepreneurial Firm feature in Chapter 10 provides several examples of firms that created positive awareness of its product of service by producing cleaver video spots. According to the feature, the firms were utilizing:

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

Michael Jones owns a Web design firm. The way Michael prices his products is to determine what consumers are willing to pay, and then he backs off a bit to provide a cushion. The method that Michael used to determine his prices is called:

In ________, the list price of an item is determined by adding a markup percentage to a product's cost.

What is a brand? How does a new firm develop a brand?

Many start-ups emphasize advertising over public relations primarily because it's cheaper and helps build the firm's creditability.

Research in Motion (RIM) is a handheld computer company that focuses specifically on business users that need dependable access to e-mail and the Internet while away from their office. For RIM, this specific type of user within the large business market segment is referred to as its:

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 Venture's 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

Nike's familiar phrase "Just do it" is an example of a:

________ occurs when two or more separate marketing channels are in conflict over their roles in selling a firm's products or services.

What is the purpose of market segmentation? How are market typically segmented? Can a company segment its market on more than one dimension?

A distribution channel is the route a product takes from the place it is made to the customer who is the end user.

Because of the weaknesses associated with advertising, most startups do not advertise their products broadly.

A ________ is an early user of a firm's product who is willing to give a testimonial regarding his or her experience with the product.

A niche market is a place within a market segment that represents a narrow group of customers with similar interests.

According to the textbook, a brand is all of the following except:

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

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

A firm's target market is the limited group of individuals or businesses that it goes after or tries to appeal to.

According to the textbook, a successful brand can increase the market value of a company by:

The Savvy Entrepreneurial Firm feature in Chapter 10 provides several examples of firms that created positive awareness of its product of service by producing cleaver video spots. According to the feature, the firms were utilizing:

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

Michael Jones owns a Web design firm. The way Michael prices his products is to determine what consumers are willing to pay, and then he backs off a bit to provide a cushion. The method that Michael used to determine his prices is called:

In ________, the list price of an item is determined by adding a markup percentage to a product's cost.

What is a brand? How does a new firm develop a brand?

Many start-ups emphasize advertising over public relations primarily because it's cheaper and helps build the firm's creditability.

Research in Motion (RIM) is a handheld computer company that focuses specifically on business users that need dependable access to e-mail and the Internet while away from their office. For RIM, this specific type of user within the large business market segment is referred to as its:

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 Venture's 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