MKT 348 Test Bank|Latest Complete (all Chapters) Questions & Answers (100% correct) - $15.49   Add to cart

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MKT 348 Test Bank|Latest Complete (all Chapters) Questions & Answers (100% correct)

MKT 348 Test Bank CH1 Marketing account executives are facing increasing pressures related to: A) accountability B) affordability C) accessibility D) applicability An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales. This is an example of: A) marketing myopia B) standardization C) adaptation D) accountability An account executive's duties include: A) preparing a database B) development of an overall strategic communication plan C) preparing the actual advertisements D) product development and applications The individual who is responsible for a specific brand or line of products is the: A) agency account executive B) brand manager C) media buyer D) media planner Of the following, the individual that works for the company that produces the product is a(n): A) agency account executive B) brand manager C) media buyer D) media planner The individual in charge of Tide, Bold, and Cheer laundry detergents at Procter & Gamble would be the: A) agency account executive B) brand manager C) media buyer D) media planner The individuals who develop the actual advertisements for promotional campaigns are called: A) account executives B) brand managers C) creatives D) receivers A creative's main responsibility is to: A) represent the customer's voice with an advertising agency B) evaluate the marketing plan C) develop advertisements and campaigns D) receive marketing messages from various sources 39) Marlene just developed a new slogan to use in a company's advertising. Her main job is to think up these ideas and put them into the company's advertising plan. Marlene is a(n): A) account manager B) brand manager C) creative D) media manager In terms of a communications model, the sender is: A) the company seeking to sell a product B) a television set C) the consumer viewing an ad on the Internet D) a consumer ignoring an ad in a newspaper When Sean shops for an automobile, which are the senders in the communication process? A) Honda and Toyota B) NBC and CSPAN C) The New York Times and the Chicago Sun Times D) The Internet and the Web In terms of the communication process, a creative preparing an ad is most likely going to be involved in: A) encoding B) transmission C) decoding D) noise or clutter In terms of communication, encoding is: A) a sales pitch recited by a salesperson B) the database manager finding a statistical oddity C) a chat room on the Internet D) a purchase decision by a consumer In the communication process, the items that carry the message from the sender to the receiver are: A) encoding processes B) decoding processes C) transmission devices D) feedback devices A consumer sees a billboard while driving. The billboard is a: A) creative B) decoding device C) transmission device D) form of feedback When a message is being heard or seen by a consumer, what is taking place? A) encoding B) transmission C) decoding D) feedback A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place? A) encoding B) transmission C) decoding D) feedback The person reading a magazine advertisement plays which role in the communications model? A) sender B) decoder C) receiver D) object C) receiver  Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and creates advertisements specifically for them. In a communication model, these individuals are: A) senders B) decoders C) receivers D) subjects C) receivers  Noise is: A) anything which carries a message from a sender to a receiver B) changing a message to match the specific needs of a target audience C) a verbal or nonverbal cue delivered by the sender D) anything that distorts or disrupts a message D) anything that distorts or disrupts a message  Michelle is watching a television commercial for a new car but a stereo is playing in the room next door making it difficult to concentrate, which is an example of: A) feedback disruption B) noise C) encoding design D) a contact point B) noise  The key to using social media successfully is: A) making it compatible with the off-line marketing program B) identifying the heavy users of the product C) finding the right Facebook fans D) using both Facebook and Twitter in an integrated manner A) making it compatible with the off-line marketing program  While browsing the Internet, a consumer encounters a new pop-up ad every time a new page is opened. This is an example of: A) advertising effectiveness B) perceptual distortion C) clutter D) brand parity C) clutter  All of the following are examples of communication noise except: A) driving while listening to the radio B) scanning the newspaper for articles to read C) scrolling past Internet ads without looking at them D) examining an advertisement in a magazine D) examining an advertisement in a magazine  Which is an example of feedback in a marketing channel? A) new product development B) a customer complaint C) a decision to begin international operations D) removing a product from the market B) a customer complaint  Julie is explaining an integrated marketing communications program to Michael. In this situation: A) Julie is a sender and Michael is an encoder B) Julie is a receiver and Michael is using a transmission device C) Julie is a sender and Michael is a receiver D) Julie is a transmission device and Michael is a decoder C) Julie is a sender and Michael is a receiver  The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost is: A) the marketing plan B) the marketing mix C) integrated marketing communications D) marketing strategy C) integrated marketing communications  58) Integrated marketing communications affects all of the following except: A) business-to-business market B) marketing channel C) internally directed communications D) competitors' advertising D) competitors' advertising  In the marketing mix, where does integrated marketing communications belong? A) pricing decisions B) product design C) promotion D) distribution C) promotion  The marketing mix consists of the product, the price, distribution and: A) emotions B) promotions C) delivery systems D) services B) promotions  Traditionally, promotions included the following, except: A) advertising B) product design C) personal selling D) sales promotions B) product design  The foundation of an IMC program consists of a careful review of the following, except: A) economic conditions B) company's image C) the markets in which buyers are located D) the buyers to be served A) economic conditions  The two types of buyer behaviors the marketing team must understand are business-to-business behaviors and: A) local community activities B) governmental purchase C) consumer buyer behaviors D) competitive actions C) consumer buyer behaviors  Promotions that help the manufacturer push the product through the channel are: A) consumer promotions B) rebate programs C) direct marketing programs D) trade promotions D) trade promotions  Promotions that are directly oriented to end users and include coupons, contests, premiums, refunds, rebates, free samples, and price-off offers are: A) consumer promotions B) rebate programs C) direct marketing programs D) trade promotions A) consumer promotions  Current trends affecting marketing communications include the following, except: A) explosion in the use of alternative media B) emphasis on pull marketing strategies C) accountability and measurable outcomes D) changes in tasks performed by key players B) emphasis on pull marketing strategies  The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to: A) alternative communication venues and methods B) pull marketing strategies C) integrated marketing communication firms D) their own marketing departments instead of advertising agencies A) alternative communication venues and methods  Alternative interactive marketing techniques are designed to: A) push products through the marketing channel B) replace traditional advertising, such as television, radio and magazines C) bring marketing to the forefront D) create experiences with a brand and not just simply purchases D) create experiences with a brand and not just simply purchases  In terms of the changes in tasks performed by individuals involved in advertising, which statement below is true? A) Account executives now control the channel of communication with advertising agencies. B) The role of the account planner has become more important. C) Advertising agencies have become the leader in developing integrated marketing communications. D) A new partnership among account executives, brand managers, account planners, and creatives has emerged. D) A new partnership among account executives, brand managers, account planners, and creatives has emerged.  All of the following are trends impacting the use of integrated advertising and marketing communications except: A) advances in information technology B) increases in perceptions of brand equity C) changes in channel power D) increase in global competition B) increases in perceptions of brand equity  All of the following are trends impacting the use of integrated advertising and marketing communications except: A) emphasis on customer engagement B) increases in perception of brand parity C) increase in channel power by manufacturers D) increase in micro-marketing C) increase in channel power by manufacturers  The marketing group for Bank of America has recently started analyzing the features customers use with ATM cards. This is an example of: A) coordinating communication cross-functionally B) applying information technology C) a price and distribution system D) developing interpersonal communications B) applying information technology  Retailers control shelf purchase and have purchasing data, which means they determine: A) what products and brands are placed on stores shelves B) what marketing products manufacturers use C) who has the power in the distribution channel D) what products manufacturers produce A) what products and brands are placed on stores shelves  Many marketing experts feel the advancement of the Internet and information technology has caused a shift in channel power: A) from producers to wholesalers B) away from manufacturers C) from retailers to wholesalers D) to consumers D) to consumers  Buying online from A rather than a record or book store is an example of: A) a power shift to the consumer B) a power shift to the producer C) a decline in the effectiveness of mass media D) a new form of wholesaling A) a power shift to the consumer  The competitive environment is now more: A) local B) global C) concentrated D) benign B) global  In terms of manufacturers and retailers, to build a strong customer base the best approach is: A) a partnership between the retailer and manufacturer B) for the retailer to control the channel power C) for the manufacturer to control the channel power D) to allow consumers to have the most control in the channel A) a partnership between the retailer and manufacturer  Increased usage of micro-marketing means: A) an increased emphasis on mass advertising B) companies focus more dollars with online advertising C) advertising agencies are used less by companies D) marketing programs focus more on individuals and micro-segments D) marketing programs focus more on individuals and micro-segments  Brand parity is the: A) perception that there are no real differences between major brands B) feeling that most advertising is false C) belief that all advertisers say essentially the same thing D) idea that brands are distinct and easy to identify A) perception that there are no real differences between major brands  Michael buys electronic items from the closest retail store because he doesn't think there is much of a difference between brands. This is an example of: A) a poor quality IMC program B) standardization C) marketing integration D) brand parity D) brand parity  When brand parity exists, consumers base purchases on: A) advertising effectiveness B) retail store location C) price, availability, promotions or other criteria D) information found on the Internet C) price, availability, promotions or other criteria  To combat brand parity, the marketing team at a company such as Johnson & Johnson might claim it: A) is developing additional products B) has found new customers to buy products C) has new locations D) sells superior products D) sells superior products  A contact point is: A) the place where a marketer reaches the production team B) the place where the product is packaged or sold C) a description of the effects of an advertisement D) a place where consumers interact with a company D) a place where consumers interact with a company  The following are examples of customer contact points, except: A) a commercial website B) a friend who recommends a brand C) a receptionist at a business D) a sales clerk at a retail store B) a friend who recommends a brand  websites, cell phones, and advertisements that present the same message and theme are: A) contact points B) marketing plans C) account executives D) marketing objectives A) contact points  Mass-media television advertising: A) is as effective as ever B) has risen in the past decade C) has not been assessed effectively D) is declining in effectiveness D) is declining in effectiveness  The decline in effectiveness of mass-media advertising has led marketers to shift efforts to: A) using advertising agencies B) creating brand parity C) trade promotions D) micro-marketing D) micro-marketing  The term "alternative marketing" includes the following, except: A) buzz marketing B) social networks and blogs C) guerrilla marketing D) product placement B) social networks and blogs  GIMC stands for: A) Globally Integrated Marketing Communications B) Global and Institutional Marketing Concepts C) Generic and Institutionalized Marketing Creations D) Generating Ideas for Marketing Control A) Globally Integrated Marketing Communications  In terms of marketing communications, standardization is: A) presenting the same message across national boundaries B) a form of adaptation C) new product development D) a new form of the promotions mix A) presenting the same message across national boundaries  Coca-Cola runs the same advertisement in all French-speaking countries. This is an example of global marketing communication: A) diversified IMC theme B) standardization C) customization D) integration B) standardization  An example of standardization is: A) using the "Generation Next" theme in all of Pepsi's global markets B) using women with their faces covered in ads for Islamic countries C) developing a website in several languages D) using local salespeople A) using the "Generation Next" theme in all of Pepsi's global markets  In terms of globally integrated marketing communications, adaptation is: A) not used in international environments B) a form of e-commerce C) advertising in unusual media D) adjusting a message to local conditions D) adjusting a message to local conditions  An example of adaptation in global marketing communications is: A) Ford's One-World Ford Contour car B) not selling the McRib sandwich in Israel because it violates religious practices C) printing ads only in English for European countries D) using direct mail B) not selling the McRib sandwich in Israel because it violates religious practices CH2 When Applebee's faced declining sales in 2008, efforts were made to: A) divest IHOP to raise capital B) raise prices and increase quality C) rejuvenate the brand D) co-brand with IHOP C) rejuvenate the brand  The feelings consumers and businesses have about an organization and its brand is the corporation's: A) advertising program impact B) flanker brand C) image D) persona C) image  The corporate image of an automobile manufacturer such as Porsche, Mazda, Toyota, or Ford might be based on the following, except: A) evaluations of vehicles B) whether the company is foreign or domestic C) economic conditions D) customer views of company advertising and the local dealership C) economic conditions  Which is not part of a corporate image? A) tangible elements B) intangible elements C) what the company stands for as well as how it is known in the marketplace D) governmental regulations that affect the company D) governmental regulations that affect the company  The following items are tangible components of a corporate image, except: A) goods and services sold B) retail outlets where the product is sold C) advertising, promotions, and other forms of communication D) competing businesses D) competing businesses  Which is an intangible element of a corporate image? A) the corporate name and logo B) ideals and beliefs of corporate personnel C) the employees D) the package and label B) ideals and beliefs of corporate personnel  In the mind of the consumer, a strong corporate image is linked to: A) perceptions of economic conditions B) ratings by financial advisors C) reduction of search time in purchase decisions D) finding substitute goods when making purchases C) reduction of search time in purchase decisions  From a consumer's perspective, a strong corporate image provides each of the following functions, except: A) provides assurance regarding purchase decisions in unfamiliar settings B) provides purchase alternatives C) reduces search time D) provides social acceptance of purchases B) provides purchase alternatives  From a consumer's perspective, a strong corporate image generates which element when customers purchase goods or services with which they have little experience? A) memorable reference B) positive assurance C) immediate feedback D) increased purchasing options B) positive assurance  Feeling good after making a purchase from a company with a strong and positive image is an example of: A) an impulse buy B) psychological reinforcement C) cognitive dissonance D) brand metrics B) psychological reinforcement  When you know other people have purchased the same brand that you are buying, the feeling is called: A) social acceptance B) reliability C) cognitive dissonance D) brand recognition A) social acceptance  From the perspective of the corporation, a strong brand image is related to each of the following, except: A) ability to attract quality employees B) higher level of brand parity C) positive word-of-mouth recommendations by customers D) higher level of channel power B) higher level of brand parity  From the perspective of the corporation, a strong brand image is related to each of the following, except: A) being able to charge a higher price B) psychological reinforcement and social acceptance C) more frequent purchases by customers D) more favorable ratings by financial observers B) psychological reinforcement and social acceptance  From the company's perspective, a quality corporate image enhances the introduction of a new product because: A) the company can charge a lower price for the new product B) a new distribution channel can be established C) customers normally transfer their trust in and beliefs about the corporation to a new product D) the competition does not know how to respond C) customers normally transfer their trust in and beliefs about the corporation to a new product  Which of the following statements about image is false? A) Reinforcing or rejuvenating a current image that is consistent with the view of consumers is easier to accomplish than changing a well-established image that is not consistent with the image the company wants to project. B) It is relatively easy to change the image people hold about a given company. C) Any negative or bad press can quickly destroy an image that took years to build. D) The image being projected must accurately portray the firm and coincide with its goods and services. B) It is relatively easy to change the image people hold about a given company.  When seeking to identify the desired corporate image, company leaders first assess: A) the company's current image B) the external environment C) tangible competitor advantages D) intangible competitor advantages A) the company's current image  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  Which type of corporate name contains recognizable words or word parts that imply what the company is about? A) overt B) implied C) conceptual D) iconoclastic B) implied  Federal Express and International Business Machines (IBM) are examples of: A) overt names B) implied names C) conceptual names D) iconoclastic names B) implied names  Which type of corporate name captures the essence of the idea behind the brand? A) overt B) implied C) conceptual D) iconoclastic C) conceptual  Lucent Technologies and Google are examples of: A) overt names B) implied names C) conceptual names D) iconoclastic names C) Conceptual names  Which type of corporate name does not reflect the company's goods or services? A) overt B) implied C) conceptual D) iconoclastic D) iconoclastic  Which type of corporate name is unique, different, and memorable without suggesting the company's goods or services? A) overt B) implied C) conceptual D) iconoclastic D) iconoclastic  M is an example of a(n): A) overt name B) implied name C) conceptual name D) iconoclastic name D) iconoclastic name  Overt names: A) reveal what the company does B) capture the essence of the idea behind the brand C) contain recognizable words or word parts that imply what the company is about D) do not reflect the company's goods or services, but instead something that is unique, different, and memorable A) reveal what the company does  Implied names: A) reveal what the company does B) capture the essence of the idea behind the brand C) contain recognizable words or word parts that imply what the company is about D) do not reflect the company's goods or services, but instead something that is unique, different, and memorable C) contain recognizable words or word parts that imply what the company is about  Conceptual names: A) capture the essence of the idea behind the brand B) contain recognizable words or word parts that imply what the company is about C) do not reflect the company's goods or services, but instead something that is unique, different, and memorable D) reveal what the company does A) capture the essence of the idea behind the brand  Iconoclastic names: A) reveal what the company does B) capture the essence of the idea behind the brand C) contain recognizable words or word parts that imply what the company is about D) do not reflect the company's goods or services, but instead something that is unique, different, and memorable D) do not reflect the company's goods or services, but instead something that is unique, different, and memorable  Logos help with in-store shopping because: A) they are more readily recognized by shoppers B) they move traffic past goods which are not being purchased C) they are a form of clutter D) consumers have made up their minds prior to arrival A) they are more readily recognized by shoppers  Stimulus codability is: A) a form of brand name B) the perception that the brand is known C) consensually held meanings among customers D) another name for product positioning C) consensually held meanings among customers  The symbol used to identify a company and its brands is a(n) A) trademark B) patent C) icon D) logo D) logo  When a logo elicits shared meanings across consumers, it exhibits: A) stimulus codability B) reliability C) consensus D) referent response A) stimulus codability  McDonald's arches create shared meaning across consumers in the United States and around the world, which mean they exhibit: A) duality B) stimulus codability C) brand endurance D) brand equity B) stimulus codability  A logo with a consensually held meaning, such as the Prudential Rock, displays: A) brand prominence B) stimulus codability C) brand parity D) product positioning B) stimulus codability  Corporate logos: A) are unrelated to image but are related to positioning B) help with recall of advertisements and brands C) usually are inexpensive to develop D) increase search time in product purchase decisions B) help with recall of advertisements and brands  Quality logos and corporate names should pass each of the following tests, except: A) be similar to others in the industry B) be familiar C) elicit a consensual meaning among those in the firm's target market D) evoke positive feelings A) be similar to others in the industry  The Nike Swoosh is an example of a: A) brand B) package C) label D) logo D) logo  Names assigned to individual goods or services or to groups of products in a line are: A) brands B) logos C) metrics D) designs A) brands  Strong brands achieve the following, except: A) allow a company to charge more for products B) create brand parity C) provide customers assurance of quality D) transfer to other products or brands the company sells B) create brand parity  The advertising campaign created by Hormel that was designed to show customers the rich variety of brands sold by the company was designed to: A) allow the company to charge more B) create brand parity across company brands C) create perceptions of corporate uniqueness D) transfer perceptions of strong brands to other company products D) transfer perceptions of strong brands to other company products  A family brand is: A) one in which a company offers a series or group of products under one brand name B) a type of extension or flanker brand offered by one company C) a logo or theme of a brand D) one that has a high level of brand equity A) one in which a company offers a series or group of products under one brand name  Black and Decker's line of power tools is an example of a(n): A) adaptation B) family brand C) flanker brand D) private label brand B) family brand  A brand extension is: A) a group of related core products sold under one name B) the creation of a logo which further explains the brand C) the design of a public relations campaign to support a brand D) using an established brand name on goods or services not related to the core brand D) using an established brand name on goods or services not related to the core brand  Nike creating a line of clothing to go along with their main products (shoes) is an example of a: A) flanker brand B) brand extension C) cooperative brand D) complementary brand B) brand extension  Which is a flanker brand? A) the offering of two or more brands in a single marketing offer B) the joint venture of two or more brands into a new product or service C) development of a new brand by a company in a good or service category where it currently has other brands D) a brand with the same name in a different industry C) development of a new brand by a company in a good or service category where it currently has other brands  When Procter and Gamble introduces a new laundry detergent with a different brand name, it is an example of creating a: A) family brand B) cooperative brand C) co-brand D) flanker brand D) flanker brand  When Procter and Gamble added a new laundry detergent in Asia called "Panda" to its current line of laundry detergents, the Panda brand would be considered a: A) brand extension B) family brand C) flanker brand D) complementary brand C) Flanker brand  If a company's marketing team believes that offering a new product under the current brand name may adversely affect the current brand, the best approach would be to introduce the product as a(n): A) brand extension B) ingredient brand C) flanker brand D) co-brand C) flanker brand  Which involves using an established brand name on goods or services that are not related to the core brand? A) brand extension B) private brand C) flanker brand D) complementary brand A) brand extension  When a company develops a new brand in the same category in which the firm already has a branded product, it is a: A) brand extension B) private brand C) flanker brand D) complementary brand C) flanker brand  When a company's marketing team introduces a new brand within a product category where it already has brands in an effort to appeal to target markets the team believes is not being reached by the company's current brand, which is being used? A) brand extension B) private brand C) flanker brand D) complementary brand C) flanker brand  Which approach is used by firms operating in high-end markets in order to avoid damaging the high-end brand's reputation? A) brand extension B) co-branding C) flanker brand D) complementary brand C) flanker brand  A firm that is expanding to international markets often adds additional brands to current brands in order to strengthen an international presence, reflecting which strategy? A) brand extension B) private brand C) flanker brand D) complementary brand C) flanker brand  Co-branding can take the following forms, except: A) flanker brand B) ingredient brand C) cooperative brand D) complementary brand A) flanker brand  Ingredient branding involves: A) placing one brand within another B) developing a new brand to be sold in a category where the firm already has a brand C) a joint venture of two brands in one product D) marketing two brands together to encourage co-consumption A) placing one brand within another  Intel Pentium processors placed inside computers is a form of: A) ingredient branding B) flanker brand C) cooperative branding D) complementary branding A) ingredient branding  Cooperative branding is: A) private labeling with a major brand B) placing one brand in another as a form of cooperation C) the joint venture of two or more brands in one product D) the marketing of two brands together to encourage co-consumption C) the joint venture of two or more brands in one product  Co-branding works the best when: A) the two brands are unrelated B) a well-known brand is attached to a lesser-known brand C) a private label is co-branded with a manufacturer's brand D) it builds the brand equity of both brands D) it builds the brand equity of both brands  Complementary branding is: A) using a private label to complement the main brand B) placing one brand within another brand C) the joint venture of two or more brands in one product D) marketing two brands together to encourage co-consumption D) marketing two brands together to encourage co-consumption  Selling Reese's Peanut Butter Cup milkshakes at the DQ is an example of: A) flanker branding B) extension branding C) cooperative branding D) complementary branding C) cooperative branding  A Pillsbury cookie mix featuring Hershey's Chocolate is a form of: A) flanker branding B) cooperative branding C) ingredient branding D) complementary branding C) ingredient branding  The placement of one brand within another brand is: A) ingredient branding B) cooperative branding C) complementary branding D) flanker branding A) ingredient branding  The joint venture of two or more brands into a new good or service is: A) ingredient branding B) cooperative branding C) complementary branding D) flanker branding B) cooperative branding  The marketing of Velveeta Cheese with Rotel Tomatoes and Diced Green Chilies is an example of: A) ingredient branding B) flanker branding C) cooperative branding D) complementary branding D) Complementary branding  The marketing of two or more brands together to encourage co-consumption or co-purchases is: A) ingredient branding B) cooperative branding C) complementary branding D) flanker branding C) complementary branding  In terms of co-branding, the highest risk strategy is: A) ingredient branding B) cooperative branding C) complementary branding D) flanker branding C) complementary branding  The goal of branding is to: A) be able to charge a higher price than the competition B) gain the largest market share C) set a product apart from its competitors D) have a trademark that is easily identifiable A) be able to charge a higher price than the competition  When a brand is viewed a superior, a good value, and of high quality, the brand enjoys: A) diligence B) acceptance C) salience D) divergence C) salience  A customer's belief in the efficacy and reliability of a brand that has been established over time through personal experience is: A) brand competence B) trust C) reliability D) distinctiveness B) trust  The iPhone's 100,000 apps that allow users to tailor the phone to fit their personalities is an example of brand building by: A) standardization B) a brand flanker program C) repeated product use (repetition) D) customization and personalization D) customization and personalization  When customers purchase only one brand and consider no other brand, regardless of price differences, which exists? A) brand involvement B) brand specialty C) brand loyalty D) brand parity C) brand loyalty  The perception that all brands are essentially the same is called: A) brand equity B) brand parity C) flanker branding D) the private label problem B) brand parity  Charles sees only minor differences among the various brands of high definition televisions. This is an example of: A) brand equity B) brand parity C) flanker branding D) the private label problem B) brand parity  The perception that a brand is different and better is called: A) brand equity B) brand parity C) flanker branding D) the private label advantage A) brand equity  When a customer believes Black and Decker makes the best and most reliable tools, this is an example of: A) brand parity B) brand equity C) brand cooperation D) brand decision B) brand equity  Which is not true concerning brand equity? A) it allows the company to charge a higher price B) it reduces name retention C) it is helpful in business-to-business markets D) it is helpful in international markets B) it reduces name retention  Which measures returns on branding investments? A) brand infringement B) brand parity C) brand equity D) brand metrics D) brand metrics  When brand equity is measured using estimates of the future cash flows of a brand based on its unique strength and characteristics, which will then be discounted to determine a net present value, the method is: A) financial value B) market value C) revenue premium D) consumer value A) financial value  When brand equity is measured using stock valuation with an estimate of the portion of the value allocated to brand equity and not physical assets, the method is: A) financial value B) market value C) revenue premium D) consumer value B) market value  When brand equity is measured using a comparison of a branded product to the same product without a brand name, such as a private label, the method is: A) financial value B) market value C) revenue premium D) consumer value C) revenue premium  When brand equity is measured using the value of a brand based on input from consumers, such as familiarity, purchase considerations, customer satisfaction, and willingness to seek out the brand, the method is: A) financial value B) market value C) revenue premium D) consumer value D) consumer value  In measuring brand equity companies can use a method called revenue premium, which compares a branded product's revenue to: A) the industry's average B) a private label brand C) a firm's primary competitors D) the industry leader A) a private label brand  A proprietary brand marketed by an organization and distributed within the organization's outlets is a: A) private label B) flanker brand C) co-brand D) complementary brand A) private label  Private brands are: A) new brands sold in the same category B) the joint venture of two or more brands in a new good or service C) the use of established brand names on goods and services not related to the company's core brand D) proprietary brands marketed by an organization and normally distributed exclusively within the organization's outlet D) proprietary brands marketed by an organization and normally distributed exclusively within the organization's outlet  Over the past few years, each of the following are changes that have occurred in the area of private branding, except: A) increase in prices to equal national brands B) improved quality C) increased advertising of private brands D) increased quality of in-store displays of private brands A) increase in prices to equal national brands  The following statements about private labels are true, except: A) quality levels of many private label products have improved B) prices for private labels are going up in many markets C) consumers still perceive private labels as being inferior to manufacturer's brands D) some firms have begun advertising private labels C) consumers still perceive private labels as being inferior to manufacturer's brands  Manufacturers are using all of the following methods to respond to inroads made by private labels, except: A) focusing on a few core brands B) increasing advertising expenditures C) introducing new products and new versions of current products D) reducing prices to meet private label pricing D) reducing prices to meet private label pricing  Manufacturers are using all of the following methods to respond to inroads made by private labels, except: A) modifying the brand's position in the marketplace B) expanding product offerings C) using alternative promotional methods D) improving in-store displays and packaging A) modifying the brand's position in the marketplace  Traditionally, a package provided each of the following functions, except: A) allow customers to see the product B) provide for ease of shipping, moving, and handling C) protect the contents D) provide for easy placement on store shelves A) allow customers to see the product  Labels on packages serve the following purposes, except: A) provide legal requirements in terms of content B) provide consumers with pricing per unit information C) another marketing opportunity to reach consumers D) provide warranty and guarantee information B) provide consumers with pricing per unit information  Which is the most recent new trend in packaging and labeling? A) providing warranty information B) meeting legal requirements C) adding QR codes D) protecting product content C) adding QR codes  Brand infringement occurs when: A) an Internet domain is used that is similar to a brand name B) individuals purchase domain names just for the purpose of selling them later to famous individuals or companies C) a company creates a brand name that closely resembles a popular or successful brand name D) the brand name is used in advertisements by competitors C) a company creates a brand name that closely resembles a popular or successful brand name  Domain squatting occurs when: A) an Internet domain is used that is similar to a brand name B) individuals purchase domain names just for the purpose of selling them later to famous individuals or companies C) a company creates a brand name that closely resembles a popular or successful brand name D) the brand name becomes a generic term for the product category A) an Internet domain is used that is similar to a brand name  Using a standardized global brand offers all of the following advantages, except: A) lower marketing costs B) meets the need of individual cultures within different countries C) transference of best practices from one country to another D) a higher perceived quality because it is sold in different countries B) meets the need of individual cultures within different countries  Global brands perform best with: A) highly visible products, such as clothing and furniture B) high-profile, low-involvement products C) high-profile, high-involvement products D) low-involvement everyday products C) high-profile, high-involvement products CH3 The menu at Chipotle Mexican Grill is: A) primarily gourmet food prepared by some for the best Mexican chefs B) relatively simple, with a series of options for each menu item C) primarily organic foods D) all cooked with chipotles B) relatively simple, with a series of options for each menu item  In terms of marketing, Chipotle: A) relies almost entirely on social media, such as Facebook and specialty Mexican sites B) relies on advertising to inform consumers about the restaurant C) uses primarily alternative marketing methods D) relies more on word-of-mouth communication and an online presence than advertising D) relies more on word-of-mouth communication and an online presence than advertising  The two components of the consumer decision-making process that are most critical to developing an integrated marketing communications program are: A) problem recognition and information search B) information search and evaluation of alternatives C) evaluation of alternatives and purchase decision D) problem recognition and evaluation of alternatives B) information search and evaluation of alternatives  An internal information search for product information occurs when: A) a consumer experiences uneasiness B) a consumer thinks about brands he/she is willing to consider C) the consumer buying process is nearly complete D) advertisements are being ignored B) a consumer thinks about brands he/she is willing to consider  During a search for purchase information, what factor will increase the probability that a brand will be considered? A) brand parity B) brand equity C) product viability D) brand ambiguity B) brand equity  During the internal search process for product information, a key objective for creatives and brand managers is to: A) have information readily available to consumers B) make sure the company's brand is part of the consumer's inert set C) have the brand in the person's cognitive map D) make sure the company's brand is part of the consumer's set of potential alternatives D) make sure the company's brand is part of the consumer's set of potential alternatives  When a person conducts an internal search for product information and already has sufficient information, the next step of the purchase decision process will be to: A) search for additional information B) make the purchase decision C) evaluate the alternatives D) identify the need or problem the choice will meet B) make the purchase decision  An external search for purchase information occurs when: A) the consumer is uncertain about which brand to purchase B) the internal search has been successful C) the evaluation of alternatives has been completed D) a purchase has been finalized and the buyer is looking for reassurance A) the consumer is uncertain about which brand to purchase  A person's educational level combined with specific knowledge about a product category determines the: A) ability to search B) desire to search C) need for cognition D) involvement level A) ability to search  The individual that has the greatest ability to conduct an external search for information is the consumer that has: A) a low level of knowledge about the product category B) an extensive knowledge of the product category C) some knowledge of the product category, but not enough to make an intelligent decision D) a low educational level B) an extensive knowledge of the product category  The individual that is most likely to spend the greatest amount of time in an external search for information is the consumer that has: A) a low level of knowledge about the product category B) an extensive knowledge of the product category C) some knowledge of the product category, but not enough to make an intelligent decision D) a low educational level C) some knowledge of the product category, but not enough to make an intelligent decision  In terms of the external information search process, the extent to which a stimulus or task is relevant to a consumer's existing need determines the: A) ability to search B) need for cognition C) search methods D) level of involvement D) level of involvement  In terms of an external search for information in a purchasing decision, involvement is: A) the extent to which a stimulus or task is relevant to a consumer's existing needs, wants, or values B) a personality characteristic an individual displays when he or she engages in and enjoys mental activities C) the mental position a person takes on a topic, person, or event that influences the holder's feelings, perceptions, learning processes, and subsequent behaviors D) a simulation of the knowledge structure embedded in an individual's brain A) the extent to which a stimulus or task is relevant to a consumer's existing needs, wants, or values  During the external information search process for product information, consumers with high levels of involvement tend to spend: A) more time searching for external information B) less time searching for external information C) greater emotional energy studying external and internal information D) more time shopping in retail stores A) more time searching for external information  Individuals who engage in and enjoy mental activities have a: A) low need for cognition B) high need for cognition C) low level of shopping enthusiasm D) high level of shopping enthusiasm B) high need for cognition  In terms of external search for information in a purchase decision, the need for cognition is: A) the extent to which a stimulus or task is relevant to a consumer's existing needs, wants, or values B) a personality characteristic an individual displays when he or she engages in and enjoys mental activities C) the mental position a person takes on a topic, person, or event that influences the holder's feelings, perceptions, learning processes, and subsequent behaviors D) simulations of the knowledge structure embedded in an individual's brain B) a personality characteristic an individual displays when he or she engages in and enjoys mental activities  When Maya decides she needs some new clothes, she will spend considerable time comparing the various brands and will often go to several retail stores. Maya has a: A) low need for cognition B) high need for cognition C) low level of shopping enthusiasm D) high level of shopping enthusiasm D) high level of shopping enthusiasm  The perceived cost of a purchase decision includes each of the following, except: A) the actual price or cost of the product B) the subjective costs associated with the search C) the economic conditions of the area D) the opportunity costs of foregoing other activities to make the search C) the economic conditions of the area  Juan only has a high school education and knows very little about digital cameras. Juan will most likely: A) conduct only an internal search B) refer the decision to someone else C) not engage in an extensive external search for more information D) engage in an extensive external search for information D) engage in an extensive external search for information  The mental position a person takes about a topic, person, or event is called a(n): A) value B) attitude C) level of involvement D) cognition B) attitude  Which component of an attitude contains the feelings or emotions a person has about a product? A) affective B) cognitive C) conative D) rational A) affective  Which component of an attitude refers to a person's mental images, understanding, and interpretation of a product? A) affective B) cognitive C) conative D) rational B) cognitive  Which component of an attitude displays the individual's intentions, actions, or behavior? A) affective B) cognitive C) conative D) rational C) conative  The cognitive component of an attitude: A) contains the feelings or emotions a person has about an object, person, or idea B) refers to a person's mental images, understanding, and interpretations of an object, person, or idea C) is an individual's intentions, actions, or behavior D) is the mental picture a person has of an object, person, or idea B) refers to a person's mental images, understanding, and interpretations of an object, person, or idea  The conative component of an attitude: A) contains the feelings or emotions a person has about an object, person, or idea B) refers to a person's mental images, understanding, and interpretations of an object, person, or idea C) is an individual's intentions, actions, or behavior D) is the mental picture a person has of an object, person, or idea C) is an individual's intentions, actions, or behavior  In terms of attitude formation, the most common sequence is: A) affective → conative → cognitive B) conative → cognitive → affective C) conative → affective → cognitive D) cognitive → affective → conative D) cognitive → affective → conative  Kylie believes St. Francis North Hospital has the best imaging technology in the region and will, therefore, offer excellent care for her son. This reflects which part of an attitude? A) affective B) cognitive C) conative B) cognitive  If an advertisement by Pampers is designed to appeal to a person's emotions first, the ad addresses which component of an attitude? A) affective B) cognitive C) conative D) value A) affective  If Brayden is swayed by an ad that incites fear of his home being burglarized, he is being influenced by which component of an attitude? A) affective B) cognitive C) conative D) value A) affective  A low price, low involvement purchase is likely to begin with which component of an attitude? A) affective B) cognitive C) conative D) value C) conative  An impulse buy probably means that the consumer acted on which component of an attitude? A) affective B) cognitive C) conative D) value C) conative  Strongly held beliefs about various topics or concepts are: A) attitudes B) cognitive maps C) values D) mental images C) values  A simulation of the knowledge structures embedded in an individual's brain is called a: A) value B) mental image C) cognitive map D) component of an attitude C) cognitive map  When an individual considers all the ideas that come to mind when the name of a product is mentioned, which best explains the thinking? A) maps of attitudes B) value models C) a cognitive map D) affect referral C) a cognitive map  In terms of cognitive mapping, if most consumers have not considered Sunkist lemons as a substitute for salt, then an advertisement that conveys such a message to consumers is attempting to: A) strengthen a linkage that already exists B) modify a current linkage C) create a new linkage D) create a new layer C) create a new linkage  An evoked set does not contain: A) brands a person considers B) brands linked to a positive experience C) brands which have been previously purchased D) brands the consumer knows little about D) brands the consumer knows little about  The set of brands a person will not consider due to negative feelings is the: A) inept set B) inert set C) negative set D) evoked set A) inept set  The set of brands a consumer knows about but has neither positive nor negative feelings for is the: A) inept set B) inert set C) cognitive set D) evoked set B) inert set  An evoked set is the set of brands: A) that are part of a person's memory, but not considered because they elicit negative feelings B) the consumer has awareness of, but has neither negative or positive feelings toward C) that a person would consider as potential solutions to meet a need D) that are viewed by a consumer as being approximately equal in terms of quality C) that a person would consider as potential solutions to meet a need  The inept set is the set of brands: A) that are part of a person's memory, but not considered because they elicit negative feelings B) the consumer has awareness of, but has neither negative or positive feelings toward C) that a person would consider as feasible solutions to meet a need D) that are viewed by a consumer as being approximately equal in terms of quality A) that are part of a person's memory, but not considered because they elicit negative feelings  The inert set is the set of brands: A) that are part of a person's memory, but not considered because they elicit negative feelings B) the consumer has awareness of, but has neither negative or positive feelings toward C) that a person would consider as feasible solutions to meet a need D) that are viewed by a consumer as being approximately equal in terms of quality B) the consumer has awareness of, but has neither negative or positive feelings toward  Derek eliminated New Balance shoes because he doesn't know anything about them. Derek used which type of evaluation process to make this decision? A) evoked set method B) multiattribute C) affect referral D) attitude formation A) evoked set method  While selecting a restaurant, Donna thought about all of her favorite places and finally chose Red Lobster because she loves the food and it has been a while since she ate there. In making this decision, Donna used which method to evaluate the possible choices? A) evoked set method B) multiattribute C) affect referral D) attitude formation A) evoked set method  Using the multi-attribute approach, an individual considers: A) beliefs about product attributes and the importance of those attributes B) layers, levels, and linkages of the cognitive map C) cognitive, conative, and affective reactions to the product D) the evoked, inert, and inept sets of brands A) beliefs about product attributes and the importance of those attributes  Didi carefully considers price, sound quality, and the size of a new stereo system. The sound quality is the most important factor, followed by the price. The evaluation model being used by Didi is: A) cognitive mapping B) evoked set C) multiattribute D) affect referral C) multiattribute  Which model of evaluation of alternatives suggests consumers buy brands they like best or connect with emotionally? A) cognitive mapping B) multiattribute C) affect referral D) evoked-set C) affect referral  In using the affect referral approach to decision making, the person considers: A) product attributes and the importance of attributes B) the brand he or she likes the best C) cognitive and conative cues D) evoked, inept, and inert sets of brands B) the brand he or she likes the best  Carrie buys a Honda Accord without considering other brands because she really likes the Accord and feels it is the best automobile on the market. Carrie's evaluation of alternatives is best explained by which model? A) cognitive mapping B) evoked set C) multiattribute approach D) affect referral D) affect referral  Mackenzie is taking forever to buy a pair of jeans because she is considering all the factors involved, such as price, color, and style. Which method is being used to evaluate the various brands? A) cognitive mapping approach B) evoked set C) multiattribute approach D) affect referral C) multiattribute approach  All of the following are reasons consumers use the affect referral method to evaluate alternatives, except: A) consumers have already eliminated the evoked set from consideration B) the affect referral method saves time and mental energy C) the consumer may have already used the multiattribute approach in a previous purchase situation D) the consumer has developed an emotional bond with the particular brand A)  Despite being 52 years old, Claire likes to wear young-looking fashions, such as short skirts, and drive her new red convertible sports car. This is an example of the consumer buyer behavior trend of: A) age complexity B) gender complexity C) active, busy lifestyles D) individualism A) age complexity  Which consumer buyer behavior trend suggests that the traditional roles, lifestyles, and interests of both men and women are becoming blurred? A) age complexity B) gender complexity C) active, busy lifestyles D) individualism B) gender complexity  Advertisements for food products and cleaning supplies once directed exclusively to women now must also be geared towards men. This is an example of the consumer behavior trend of: A) age complexity B) gender complexity C) active, busy lifestyles D) individualism B) gender complexity  The consumer demand for convenience and time-saving devices is the result of which consumer buyer behavior trend? A) age complexity B) cocooning C) active, busy lifestyles D) pleasure pursuits C) active, busy lifestyles  Spending more money on homes and making the home environment pleasurable is a result of which consumer buyer behavior trend? A) health emphasis B) cocooning C) active, busy lifestyles D) pleasure pursuits B) cocooning  Pleasure cruises and exotic vacations take advantage of which consumer behavior trend? A) health emphasis B) cocooning C) active, busy lifestyles D) experience pursuits D) experience pursuits  The group of people who make a business-to-business purchasing decision on behalf of a company is called the: A) decision-makers B) marketing team C) institutional buyers D) buying center D) buying center  The member of the buyer center who actually utilizes items after they are purchased is the: A) user B) influencer C) decider D) gatekeeper A) user  In a buying center, who would say, "Since I'm the one who actually has to use this product, you should listen to me"? A) a user B) a buyer C) a decider D) a gatekeeper A) user  In a buying center of a large company, the purchasing agent is normally the: A) user B) buyer C) decider D) gatekeeper B) buyer  The member of the buying center who is most likely to negotiate the price is the: A) user B) influencer C) buyer D) gatekeeper ????  The members of the buying center who shape purchasing decisions by providing information and criteria are called: A) users B) influencers C) deciders D) buyers B) influencers  In a buying center, the person who would be the most likely to say, "We need to limit our choices to local vendors" is: A) a user B) a buyer C) an influencer D) the gatekeeper C) an influencer  The members of the buying center who authorize purchasing decisions are called: A) users B) influencers C) deciders D) buyers C) deciders  The members of the buying center who control the flow of information and keep vendors in or out of the process are called: A) users B) influencers C) deciders D) gatekeepers D) gatekeepers  The member of the buying center who is most likely to let the group know that some alternative companies have already been rejected is the: A) user B) influencer C) decider D) gatekeeper D) gatekeeper  Two of the factors that affect members of the buying center are individual factors and: A) perceptual factors B) ideological factors C) recreational factors D) organizational factors D) organizational factors  Decision rules that help employees make quick decisions regarding purchases are called: A) heuristics B) satisficing C) methodologies D) role playing A) heuristics  When an acceptable purchasing alternative has been identified and it is taken, the process is called: A) decision maximization B) satisficing C) utilization D) standardization B) satisficing  An organizational factor that impacts the manner in which a purchase decision is made includes the: A) norms members of the buying center are expected to follow B) risk involved in switching vendors C) personalities of the sales staff and members of the buying center D) capital assets a firm has available D) capital assets a firm has available  The following are individual factors that might influence a member of the buying center, except: A) personality features B) roles

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