Question 1

Advertising for a movie that tells you the movie is a "family-filled riot of fun" is attempting to use benefits-sought segmentation.

Accepted Answer

A) True 
 B)False  True

Question 2

List three products for which marketers would be likely to use benefit segmentation.Describe a current promotion that uses benefit segmentation.Be sure to define any terms you use.

Accepted Answer

Since consumers seek benefits in the products they buy,a benefit segmentation strategy simply emphasizes those benefits that its target market wants.Products for which benefit segmentation could be used include vitamins,exercise equipment,cosmetics,and diet plans.

Question 3

According to the text,market segmentation is a two-step strategic process.The first step is to:

Accepted Answer

A)  conduct advertising research that determines consumers' reactions to various ad campaigns. 
B)  identify groups of people with certain shared characteristics. 
C)  aggregate groups of people or organizations into larger market segments. 
D)  develop place, time, and possession utility. 
E)  determine which personal influences will have the appropriate effect on consumers. 
A)  conduct advertising research that determines consumers' reactions to various ad campaigns. 
B)  identify groups of people with certain shared characteristics. 
C)  aggregate groups of people or organizations into larger market segments. 
D)  develop place, time, and possession utility. 
E)  determine which personal influences will have the appropriate effect on consumers. B

Question 4

Which of the following products is selectively distributed?

Accepted Answer

A)  Potato chips 
B)  Calvin Klein jeans 
C)  Barbie tennis shoes 
D)  Ceiling fans 
E)  Fingernail clippers 
A)  Potato chips 
B)  Calvin Klein jeans 
C)  Barbie tennis shoes 
D)  Ceiling fans 
E)  Fingernail clippers

Question 5

Free samples and premiums belong to the communication function of the marketing mix.

Accepted Answer

A) True 
 B)False

Question 6

Psychographics are useful in the marketing of all products.

Accepted Answer

A) True 
 B)False

Question 7

____ includes all marketing related communications between the seller and the buyer.

Accepted Answer

A)  Franchising 
B)  Communication element 
C)  Vertical marketing system 
D)  Distribution element 
E)  Newspaper review 
A)  Franchising 
B)  Communication element 
C)  Vertical marketing system 
D)  Distribution element 
E)  Newspaper review

Question 8

What is the next step for a marketer once market segmentation has been done?

Accepted Answer

A)  Target marketing process 
B)  Budgeting process 
C)  Creating brand equity 
D)  Selection of the promotional objectives 
E)  Competitive assessment 
A)  Target marketing process 
B)  Budgeting process 
C)  Creating brand equity 
D)  Selection of the promotional objectives 
E)  Competitive assessment

Question 9

Which element is responsible for the sale of a product sold through intensive distribution?

Accepted Answer

The sales burden is

Question 10

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 prescribe.

Accepted Answer

A)  indirect consumer marketing 
B)  promotion equity 
C)  scrambled promotion 
D)  a push strategy 
E)  a pull strategy 
A)  indirect consumer marketing 
B)  promotion equity 
C)  scrambled promotion 
D)  a push strategy 
E)  a pull strategy

Question 11

While you cannot find DVD players at every retail outlet,you can find them at discount stores,electronic stores,appliance stores,and department stores.What kind of distribution is used for DVD players?

Accepted Answer

A)  Exclusive 
B)  Pioneering 
C)  Selective 
D)  Intensive 
E)  Direct 
A)  Exclusive 
B)  Pioneering 
C)  Selective 
D)  Intensive 
E)  Direct

Question 12

Which organization is responsible for classifying all businesses and collects and publishes data about them by using North American Industry Classification System codes?

Accepted Answer

The U.S.Census Bureau classifi

Question 13

List the two basic methods of distribution.

Accepted Answer

Companies use two ba

Question 14

The basic goal of a positioning strategy is to:

Accepted Answer

A)  own a word that establishes the product in the prospect's mind. 
B)  offer new products directly to the late adopters. 
C)  create demand for the whole product and not just for the company's own brand. 
D)  minimize product differentiation. 
E)  create and maintain primary demand for a product. 
A)  own a word that establishes the product in the prospect's mind. 
B)  offer new products directly to the late adopters. 
C)  create demand for the whole product and not just for the company's own brand. 
D)  minimize product differentiation. 
E)  create and maintain primary demand for a product.

Question 15

A(n)_____ comprises all the firms and individuals that take title or assist in taking title to the product as it moves from the producer to the consumer.

Accepted Answer

A)  distribution channel 
B)  communication channel 
C)  intermediating continuum 
D)  marketing channel 
E)  connectivity channel 
A)  distribution channel 
B)  communication channel 
C)  intermediating continuum 
D)  marketing channel 
E)  connectivity channel

Question 16

People who may buy organic soups would usually be those who are vegetarians,people who want to try something different,people who like soup,people who do not have time to cook,and people who worry about putting chemicals in their bodies.These groups are all examples of _____ for the soup.

Accepted Answer

A)  innovators 
B)  market segments 
C)  market aggregations 
D)  diffusers 
E)  buying centers 
A)  innovators 
B)  market segments 
C)  market aggregations 
D)  diffusers 
E)  buying centers

Question 17

_____ includes basic principles,tangible markers of success or accomplishment,or a desire for experiences or to take risks.

Accepted Answer

A)  Primary motivation 
B)  Elaboration likelihood model 
C)  Reciprocal activation 
D)  Conditioning theory 
E)  Motivational mapping 
A)  Primary motivation 
B)  Elaboration likelihood model 
C)  Reciprocal activation 
D)  Conditioning theory 
E)  Motivational mapping

Question 18

The _____ refers to the consumer's perception of the product as a bundle of values of utilitarian and symbolic values aimed at satisfying various functional,social,psychological,economic,and other consumer needs and wants.

Accepted Answer

A)  total product concept 
B)  marketing mix 
C)  targeted product 
D)  product attribution 
E)  product utility 
A)  total product concept 
B)  marketing mix 
C)  targeted product 
D)  product attribution 
E)  product utility

Question 19

The target market for doll designed to embody the image of a proper Muslim woman is Arab parents as well as their Arab daughters.

Accepted Answer

A) True 
 B)False

Question 20

A promotion was launched to position a brand as a fun line of condiments for a variety of everyday usage occasions.Its promotions showed vignettes of families,children and older Americans enjoying foods flavored with same brand-name condiments.The fact that all of these mustards have the brand is an example of:

Accepted Answer

A)  individual branding. 
B)  regional branding. 
C)  psychological branding. 
D)  private labeling. 
E)  family branding. 
A)  individual branding. 
B)  regional branding. 
C)  psychological branding. 
D)  private labeling. 
E)  family branding.

Advertising for a movie that tells you the movie is a "family-filled riot of fun" is attempting to use benefits-sought segmentation.

List three products for which marketers would be likely to use benefit segmentation.Describe a current promotion that uses benefit segmentation.Be sure to define any terms you use.

According to the text,market segmentation is a two-step strategic process.The first step is to:

Which of the following products is selectively distributed?

Free samples and premiums belong to the communication function of the marketing mix.

Psychographics are useful in the marketing of all products.

____ includes all marketing related communications between the seller and the buyer.

What is the next step for a marketer once market segmentation has been done?

Which element is responsible for the sale of a product sold through intensive distribution?

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 prescribe.

While you cannot find DVD players at every retail outlet,you can find them at discount stores,electronic stores,appliance stores,and department stores.What kind of distribution is used for DVD players?

Which organization is responsible for classifying all businesses and collects and publishes data about them by using North American Industry Classification System codes?

List the two basic methods of distribution.

The basic goal of a positioning strategy is to:

A(n)_____ comprises all the firms and individuals that take title or assist in taking title to the product as it moves from the producer to the consumer.

People who may buy organic soups would usually be those who are vegetarians,people who want to try something different,people who like soup,people who do not have time to cook,and people who worry about putting chemicals in their bodies.These groups are all examples of _____ for the soup.

_____ includes basic principles,tangible markers of success or accomplishment,or a desire for experiences or to take risks.

The _____ refers to the consumer's perception of the product as a bundle of values of utilitarian and symbolic values aimed at satisfying various functional,social,psychological,economic,and other consumer needs and wants.

The target market for doll designed to embody the image of a proper Muslim woman is Arab parents as well as their Arab daughters.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

Exam 6: Market Segmentation and the Marketing Mix

Advertising for a movie that tells you the movie is a "family-filled riot of fun" is attempting to use benefits-sought segmentation.

List three products for which marketers would be likely to use benefit segmentation.Describe a current promotion that uses benefit segmentation.Be sure to define any terms you use.

According to the text,market segmentation is a two-step strategic process.The first step is to:

Which of the following products is selectively distributed?

Free samples and premiums belong to the communication function of the marketing mix.

Psychographics are useful in the marketing of all products.

____ includes all marketing related communications between the seller and the buyer.

What is the next step for a marketer once market segmentation has been done?

Which element is responsible for the sale of a product sold through intensive distribution?

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 prescribe.

While you cannot find DVD players at every retail outlet,you can find them at discount stores,electronic stores,appliance stores,and department stores.What kind of distribution is used for DVD players?

Which organization is responsible for classifying all businesses and collects and publishes data about them by using North American Industry Classification System codes?

List the two basic methods of distribution.

The basic goal of a positioning strategy is to:

A(n)_____ comprises all the firms and individuals that take title or assist in taking title to the product as it moves from the producer to the consumer.

People who may buy organic soups would usually be those who are vegetarians,people who want to try something different,people who like soup,people who do not have time to cook,and people who worry about putting chemicals in their bodies.These groups are all examples of _____ for the soup.

_____ includes basic principles,tangible markers of success or accomplishment,or a desire for experiences or to take risks.

The _____ refers to the consumer's perception of the product as a bundle of values of utilitarian and symbolic values aimed at satisfying various functional,social,psychological,economic,and other consumer needs and wants.

The target market for doll designed to embody the image of a proper Muslim woman is Arab parents as well as their Arab daughters.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters