MKT 372 ACTUAL STUDY GUIDE ANSWERS AND
QUESTIONS SET A+
✔✔In making decisions about the image to be projected, it will be the easiest for
marketers to:
A) rejuvenate an image that is consistent with consumer's current view of the company
B) reinforce an image that is not consistent with a consumer's current view of the
company
C) develop a new image for a new company
D) revert to an earlier image of the company - ✔✔A) rejuvenate an image that is
consistent with consumer's current view of the company
✔✔It is important that the image being projected by a company's marketing messages:
A) reinforce the competition's concept of the image
B) accurately portray the firm and coincide with the goods and services being offered
C) be consistent with what consumers already believe about the firm
D) coincide with what competitors are doing - ✔✔B) accurately portray the firm and
coincide with the goods and services being offered
✔✔The desired corporate image is one that:
A) coincides with the majority of companies within the industry
B) highlights the quality of products being sold by the company
C) is consistent with the views of management of each company
D) sends a clear message about the unique nature of an organization and its products -
✔✔D) sends a clear message about the unique nature of an organization and its
products
✔✔Keeping a consistent image while incorporating new elements is an example of:
A) developing a new image
B) image positioning
C) rejuvenating an image
D) completing an image - ✔✔C) rejuvenating an image
, ✔✔When business travelers began to view Holiday Inn as outdated with old decor, the
management team remodeled many properties and terminated contracts with
proprietors that did not meet the new standards. This is an example of:
A) reinforcing the current image
B) developing a new image
C) rejuvenating an image
D) changing an image - ✔✔C) rejuvenating an image
✔✔102) When Hewlett-Packard's management team decided to alter the impression
that the company was a staid company run by engineers into an ultimate lifestyle
technology company in tune with pop culture is an example of:
A) developing a new image
B) reinforcing a current image
C) rejuvenating an image
D) changing an image - ✔✔D) changing an image or A) developing a new image
✔✔Changing an image is most necessary:
A) every few years to meet changing consumers
B) when sales begin to decline
C) when target markets shrink or disappear or a firm's image no longer matches
industry trends and consumer expectations
D) when a competitor enters the market with a product that is viewed as being superior -
✔✔C) when target markets shrink or disappear or a firm's image no longer matches
industry trends and consumer expectations
✔✔104) Target's addition of designer product lines and advertising intended to raise the
brand's prominence is an example of seeking to:
A) reinforce an image
B) acquire an image
C) change an image
D) perfect an image - ✔✔C) change an image
✔✔Which type of corporate name reveals what a company does?
A) overt
B) implied
C) conceptual
D) iconoclastic - ✔✔A) Overt
✔✔American Airlines and BMW Motorcycles are examples of:
A) overt names
B) implied names
C) conceptual names
D) iconoclastic names - ✔✔A) Overt Names
QUESTIONS SET A+
✔✔In making decisions about the image to be projected, it will be the easiest for
marketers to:
A) rejuvenate an image that is consistent with consumer's current view of the company
B) reinforce an image that is not consistent with a consumer's current view of the
company
C) develop a new image for a new company
D) revert to an earlier image of the company - ✔✔A) rejuvenate an image that is
consistent with consumer's current view of the company
✔✔It is important that the image being projected by a company's marketing messages:
A) reinforce the competition's concept of the image
B) accurately portray the firm and coincide with the goods and services being offered
C) be consistent with what consumers already believe about the firm
D) coincide with what competitors are doing - ✔✔B) accurately portray the firm and
coincide with the goods and services being offered
✔✔The desired corporate image is one that:
A) coincides with the majority of companies within the industry
B) highlights the quality of products being sold by the company
C) is consistent with the views of management of each company
D) sends a clear message about the unique nature of an organization and its products -
✔✔D) sends a clear message about the unique nature of an organization and its
products
✔✔Keeping a consistent image while incorporating new elements is an example of:
A) developing a new image
B) image positioning
C) rejuvenating an image
D) completing an image - ✔✔C) rejuvenating an image
, ✔✔When business travelers began to view Holiday Inn as outdated with old decor, the
management team remodeled many properties and terminated contracts with
proprietors that did not meet the new standards. This is an example of:
A) reinforcing the current image
B) developing a new image
C) rejuvenating an image
D) changing an image - ✔✔C) rejuvenating an image
✔✔102) When Hewlett-Packard's management team decided to alter the impression
that the company was a staid company run by engineers into an ultimate lifestyle
technology company in tune with pop culture is an example of:
A) developing a new image
B) reinforcing a current image
C) rejuvenating an image
D) changing an image - ✔✔D) changing an image or A) developing a new image
✔✔Changing an image is most necessary:
A) every few years to meet changing consumers
B) when sales begin to decline
C) when target markets shrink or disappear or a firm's image no longer matches
industry trends and consumer expectations
D) when a competitor enters the market with a product that is viewed as being superior -
✔✔C) when target markets shrink or disappear or a firm's image no longer matches
industry trends and consumer expectations
✔✔104) Target's addition of designer product lines and advertising intended to raise the
brand's prominence is an example of seeking to:
A) reinforce an image
B) acquire an image
C) change an image
D) perfect an image - ✔✔C) change an image
✔✔Which type of corporate name reveals what a company does?
A) overt
B) implied
C) conceptual
D) iconoclastic - ✔✔A) Overt
✔✔American Airlines and BMW Motorcycles are examples of:
A) overt names
B) implied names
C) conceptual names
D) iconoclastic names - ✔✔A) Overt Names
