Question 1

The _____ element of the marketing mix includes the way the product is designed and classified,positioned,branded,and packaged.

Accepted Answer

A)  utility 
B)  communication 
C)  distribution 
D)  product 
E)  customer 
A)  utility 
B)  communication 
C)  distribution 
D)  product 
E)  customer

Question 2

Several new editions of a popular Christian book have recently been published.One is targeted to 17-year-old girls,and one is targeted to Christian sports fans.What type of segmentation strategies are the publishers using?

Accepted Answer

A)  Usage rate and sole users 
B)  Behavioristic and geographic 
C)  Geographic and demographic 
D)  Demo-clustering 
E)  Psychographic and demographic 
A)  Usage rate and sole users 
B)  Behavioristic and geographic 
C)  Geographic and demographic 
D)  Demo-clustering 
E)  Psychographic and demographic

Question 3

A pizza restaurant buys fountain drinks,which it sells to its customers.The pizza restaurant is an example of a(n):

Accepted Answer

A)  consumer market. 
B)  VALS market. 
C)  reseller. 
D)  wholesaler. 
E)  business-to-business market. 
A)  consumer market. 
B)  VALS market. 
C)  reseller. 
D)  wholesaler. 
E)  business-to-business market.

Question 4

The first step in market aggregation is to determine the primary demand trend within the targeted market.

Accepted Answer

A) True 
 B)False

Question 5

After a television network decided to show an hour-long sci-fi show,as part of its new fall line-up,it had to develop _____ demand for the product.

Accepted Answer

A)  primary 
B)  selective 
C)  synergistic 
D)  intensive 
E)  secondary 
A)  primary 
B)  selective 
C)  synergistic 
D)  intensive 
E)  secondary

Question 6

Network marketing is also called pyramid marketing.

Accepted Answer

A) True 
 B)False

Question 7

A brewing company markets caffeinated alcoholic beverage under the two different brands.Both brands are fast-growing and profitable.Since a distinct target market has been identified for each brand,it was essential that the brewery use a(n)_____ branding strategy with this product line.

Accepted Answer

A)  private 
B)  lifestyle 
C)  individual 
D)  family 
E)  group 
A)  private 
B)  lifestyle 
C)  individual 
D)  family 
E)  group

Question 8

A food company in Massachusetts makes six different brands of dairy products.There are a number of different dairy products marketed under each brand.The company uses a _____ branding strategy.

Accepted Answer

A)  individual 
B)  lifestyle 
C)  national 
D)  family 
E)  group 
A)  individual 
B)  lifestyle 
C)  national 
D)  family 
E)  group

Question 9

Telemarketing is a direct-marketing technique.

Accepted Answer

A) True 
 B)False

Question 10

The Values and Lifestyles (VALS)typology uses a two-dimensional structure based on:

Accepted Answer

A)  geographic variables and consumer perceptions. 
B)  consumer behavior and product characteristics. 
C)  primary motivation and resources. 
D)  self-orientation and product differentiation. 
E)  target marketing strategy and product positioning strategy. 
A)  geographic variables and consumer perceptions. 
B)  consumer behavior and product characteristics. 
C)  primary motivation and resources. 
D)  self-orientation and product differentiation. 
E)  target marketing strategy and product positioning strategy.

Question 11

Many people give fine chocolates as Christmas presents to friends and co-workers.The only time of year you will see a very luxurious brand of chocolates advertised is during November and December as the company tries to create awareness for its product in the minds of consumers looking for that perfect utilitarian gift.This would be an example of:

Accepted Answer

A)  purchase-occasion segmentation. 
B)  psychographic positioning. 
C)  demographic segmentation. 
D)  lifestyle segmentation. 
E)  volume segmentation. 
A)  purchase-occasion segmentation. 
B)  psychographic positioning. 
C)  demographic segmentation. 
D)  lifestyle segmentation. 
E)  volume segmentation.

Question 12

Differences between products that are readily apparent to the consumer are called visible variations.

Accepted Answer

A) True 
 B)False

Question 13

Consumer demand for a whole product category such as DVD players,pickles,or laptop computers is called _____ demand.

Accepted Answer

A)  primary 
B)  selective 
C)  positioned 
D)  category 
E)  maturity 
A)  primary 
B)  selective 
C)  positioned 
D)  category 
E)  maturity

Question 14

Which of the following is an example of a variable used in demographic segmentation?

Accepted Answer

A)  Population density 
B)  Personality 
C)  Purchase occasion 
D)  Usage rate 
E)  Income 
A)  Population density 
B)  Personality 
C)  Purchase occasion 
D)  Usage rate 
E)  Income

Question 15

A farming company has partnered with a corn growing company to create a new feed for cattle made out of corn fiber.During the _____ stage of the product,advertising costs will be high as the farming company tries to establish itself as a market leader and gain a large share of the market before the product enters the growth stage.

Accepted Answer

A)  dissonance 
B)  introductory 
C)  maturity 
D)  decline 
E)  revitalization 
A)  dissonance 
B)  introductory 
C)  maturity 
D)  decline 
E)  revitalization

Question 16

The process of market segmentation is a three-step process that begins with planning,then goes to product definition,and ends with market identification.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following marketing activities most likely takes place in the business market?

Accepted Answer

A)  The sale of a hammer to a do-it-yourselfer. 
B)  The rental of an apartment by a college student. 
C)  The purchase of babysitting services for a small child. 
D)  The purchase of a case of soup by a supermarket. 
E)  The payment of a fee to a divorce lawyer. 
A)  The sale of a hammer to a do-it-yourselfer. 
B)  The rental of an apartment by a college student. 
C)  The purchase of babysitting services for a small child. 
D)  The purchase of a case of soup by a supermarket. 
E)  The payment of a fee to a divorce lawyer.

Question 18

One company provides its resellers with elaborate point-of-purchase displays to encourage the resellers to stock and promote the distillery's products.In this example,this company is using:

Accepted Answer

A)  indirect consumer marketing. 
B)  promotion equity. 
C)  scrambled promotion. 
D)  a push strategy. 
E)  a selecting perception. 
A)  indirect consumer marketing. 
B)  promotion equity. 
C)  scrambled promotion. 
D)  a push strategy. 
E)  a selecting perception.

Question 19

Briefly describe the difference between a medical service that provides a wide range of imaging capabilities including x-ray,CT scans,sonograms and a tutoring service.

Accepted Answer

The first is equipme

Question 20

If you look at an organically-grown tomato and one that has been chemically-enhanced,you can easily see the difference.One is not perfectly formed and uniformly red and the other is.In terms of product differentiation,this is an example of a:

Accepted Answer

A)  hidden difference. 
B)  differentiation cue. 
C)  perceptible difference. 
D)  sensory cue. 
E)  perceptual filter. 
A)  hidden difference. 
B)  differentiation cue. 
C)  perceptible difference. 
D)  sensory cue. 
E)  perceptual filter.

The _____ element of the marketing mix includes the way the product is designed and classified,positioned,branded,and packaged.

Several new editions of a popular Christian book have recently been published.One is targeted to 17-year-old girls,and one is targeted to Christian sports fans.What type of segmentation strategies are the publishers using?

A pizza restaurant buys fountain drinks,which it sells to its customers.The pizza restaurant is an example of a(n):

The first step in market aggregation is to determine the primary demand trend within the targeted market.

After a television network decided to show an hour-long sci-fi show,as part of its new fall line-up,it had to develop _____ demand for the product.

Network marketing is also called pyramid marketing.

A brewing company markets caffeinated alcoholic beverage under the two different brands.Both brands are fast-growing and profitable.Since a distinct target market has been identified for each brand,it was essential that the brewery use a(n)_____ branding strategy with this product line.

A food company in Massachusetts makes six different brands of dairy products.There are a number of different dairy products marketed under each brand.The company uses a _____ branding strategy.

Telemarketing is a direct-marketing technique.

The Values and Lifestyles (VALS)typology uses a two-dimensional structure based on:

Differences between products that are readily apparent to the consumer are called visible variations.

Consumer demand for a whole product category such as DVD players,pickles,or laptop computers is called _____ demand.

Which of the following is an example of a variable used in demographic segmentation?

The process of market segmentation is a three-step process that begins with planning,then goes to product definition,and ends with market identification.

Which of the following marketing activities most likely takes place in the business market?

One company provides its resellers with elaborate point-of-purchase displays to encourage the resellers to stock and promote the distillery's products.In this example,this company is using:

Briefly describe the difference between a medical service that provides a wide range of imaging capabilities including x-ray,CT scans,sonograms and a tutoring service.

If you look at an organically-grown tomato and one that has been chemically-enhanced,you can easily see the difference.One is not perfectly formed and uniformly red and the other is.In terms of product differentiation,this is an example of a:

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

The _____ element of the marketing mix includes the way the product is designed and classified,positioned,branded,and packaged.

Several new editions of a popular Christian book have recently been published.One is targeted to 17-year-old girls,and one is targeted to Christian sports fans.What type of segmentation strategies are the publishers using?

A pizza restaurant buys fountain drinks,which it sells to its customers.The pizza restaurant is an example of a(n):

The first step in market aggregation is to determine the primary demand trend within the targeted market.

After a television network decided to show an hour-long sci-fi show,as part of its new fall line-up,it had to develop _____ demand for the product.

Network marketing is also called pyramid marketing.

A brewing company markets caffeinated alcoholic beverage under the two different brands.Both brands are fast-growing and profitable.Since a distinct target market has been identified for each brand,it was essential that the brewery use a(n)_____ branding strategy with this product line.

A food company in Massachusetts makes six different brands of dairy products.There are a number of different dairy products marketed under each brand.The company uses a _____ branding strategy.

Telemarketing is a direct-marketing technique.

The Values and Lifestyles (VALS)typology uses a two-dimensional structure based on:

Differences between products that are readily apparent to the consumer are called visible variations.

Consumer demand for a whole product category such as DVD players,pickles,or laptop computers is called _____ demand.

Which of the following is an example of a variable used in demographic segmentation?

The process of market segmentation is a three-step process that begins with planning,then goes to product definition,and ends with market identification.

Which of the following marketing activities most likely takes place in the business market?

One company provides its resellers with elaborate point-of-purchase displays to encourage the resellers to stock and promote the distillery's products.In this example,this company is using:

Briefly describe the difference between a medical service that provides a wide range of imaging capabilities including x-ray,CT scans,sonograms and a tutoring service.

If you look at an organically-grown tomato and one that has been chemically-enhanced,you can easily see the difference.One is not perfectly formed and uniformly red and the other is.In terms of product differentiation,this is an example of a:

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