MAR 3023 FINAL EXAM | 96 QUESTIONS AND ANSWERS
"Profiling" refers to: - -an attempt to identify the distinguishing characteristics of a group
-Which of the following means that consumers do not remember all the information they
see, read, or hear even minutes after exposure to it? - -selective retention
-The group of brands that a consumer would consider acceptable from among all the
brands in the product class of which he or she is aware is the: - -evoked set or
consideration set
-Which of the following types of marketing involves marketers sending out letters,
brochures, samples, and DVDs to consumers' address? - -direct-mail marketing
-Which of the following is a deception or fraud concern for Internet users and marketers? -
-phishing, malware, cyber spying and spyware
-Home Depot and PetSmart are examples of ________. - -category killers
-________ and ________ do not take title to goods, and they perform only a few channel
functions. - -Brokers; agents
-Audience quality, audience engagement, and editorial quality are most likely to be
considered when a media planner ________. - -selects a media vehicle
-Coca-Cola cups prominently featured on episodes of American Idol are an example of
________. - -product placement
-A premium promotion refers to: - -giving a free gift with purchase
-What is the name given to the text or the verbal part of an advertisement? - -copy
-Beside cost, what is the main advantage of using publicity in the promotional mix? - -it is
perceived as being objective or having more credibility
-What is Derived Demand? - -Industrial demand that is created by consumer demand
-Comparative ads: - -Compare the strengths and weaknesses of two or more brands
-A story board that is used when developing an advertisement for TV: - -Is a written script
for the ad, Depicts a sequence of major scenes with pictures/drawing and captions and Is a
detailed planning tool
-In advertising, what is frequency? - -the number of times someone sees an ad.
, -What are the four recommended steps to handling an "Objection" (i.e., when a
customer/[prospect says no to a salesperson)? - -Feedback, question, answer, confirm
-When a prospect exhibits skepticism, the salesperson should solve this objection with: - -
a proof source
-How does a pre-test potentially bias a respondent in an advertising simulation/test? - -
When a respondent is questioned about a product or service their senses are enhanced
regarding future exposure (perhaps for an hour or more) and if the ad is presented
immediately following the pre-test, then bias is likely to result.
-Share of mind means: - -Asking a respondent what is the first brand they think of for a
product/service category
-Power in distribution channels is determined by: - -The percentage of your business the
supplier or customer represents and the percentage of their business you represent; Your
ease of replacing the other channel member (what are your alternatives); Their ease of
replacing you (what are their alternatives); and The asset specific investments by you and
the asset specific investments by them
-Markdown % = - -Dollar Amount of Markdown / Original Price
-If you want to exploit consumer who are unwilling to incur search costs and you want to
reward consumers willing to incur search costs, then what type of pricing strategy should
you use? - -Random discounting
-What is the difference between image and premium pricing? - -Image pricing higher
prices for products with no product differentiation other than the branding and packaging
(wine), while premium pricing uses higher prices for products that are superior with
performance and/or design (Lexus - Toyota).
-What is the difference between Two-Part and Captive Market pricing? - -Captive Market
pricing uses higher prices for additional optional products and service after an initial
purchase (Disneyland food), while Two-Part pricing uses higher prices for products after
an initial discounted purchase for semi-required additional purchases (HP printer-HP Ink
or Xbox console-Xbox games).
-A stratified random sample is: - -A probability sample constructed to represent randomly
selected sub-samples of different groups within the total sample.
-Arlene saw a supermarket ad featuring a pilgrim salt and pepper set. Although the ad was
for Publix, Arlene thought the ad was for her favorite supermarket, Whole Foods. This is an
example of: - -selective distortion
-Changing a product's image in consumers' minds is called: - -repositioning
"Profiling" refers to: - -an attempt to identify the distinguishing characteristics of a group
-Which of the following means that consumers do not remember all the information they
see, read, or hear even minutes after exposure to it? - -selective retention
-The group of brands that a consumer would consider acceptable from among all the
brands in the product class of which he or she is aware is the: - -evoked set or
consideration set
-Which of the following types of marketing involves marketers sending out letters,
brochures, samples, and DVDs to consumers' address? - -direct-mail marketing
-Which of the following is a deception or fraud concern for Internet users and marketers? -
-phishing, malware, cyber spying and spyware
-Home Depot and PetSmart are examples of ________. - -category killers
-________ and ________ do not take title to goods, and they perform only a few channel
functions. - -Brokers; agents
-Audience quality, audience engagement, and editorial quality are most likely to be
considered when a media planner ________. - -selects a media vehicle
-Coca-Cola cups prominently featured on episodes of American Idol are an example of
________. - -product placement
-A premium promotion refers to: - -giving a free gift with purchase
-What is the name given to the text or the verbal part of an advertisement? - -copy
-Beside cost, what is the main advantage of using publicity in the promotional mix? - -it is
perceived as being objective or having more credibility
-What is Derived Demand? - -Industrial demand that is created by consumer demand
-Comparative ads: - -Compare the strengths and weaknesses of two or more brands
-A story board that is used when developing an advertisement for TV: - -Is a written script
for the ad, Depicts a sequence of major scenes with pictures/drawing and captions and Is a
detailed planning tool
-In advertising, what is frequency? - -the number of times someone sees an ad.
, -What are the four recommended steps to handling an "Objection" (i.e., when a
customer/[prospect says no to a salesperson)? - -Feedback, question, answer, confirm
-When a prospect exhibits skepticism, the salesperson should solve this objection with: - -
a proof source
-How does a pre-test potentially bias a respondent in an advertising simulation/test? - -
When a respondent is questioned about a product or service their senses are enhanced
regarding future exposure (perhaps for an hour or more) and if the ad is presented
immediately following the pre-test, then bias is likely to result.
-Share of mind means: - -Asking a respondent what is the first brand they think of for a
product/service category
-Power in distribution channels is determined by: - -The percentage of your business the
supplier or customer represents and the percentage of their business you represent; Your
ease of replacing the other channel member (what are your alternatives); Their ease of
replacing you (what are their alternatives); and The asset specific investments by you and
the asset specific investments by them
-Markdown % = - -Dollar Amount of Markdown / Original Price
-If you want to exploit consumer who are unwilling to incur search costs and you want to
reward consumers willing to incur search costs, then what type of pricing strategy should
you use? - -Random discounting
-What is the difference between image and premium pricing? - -Image pricing higher
prices for products with no product differentiation other than the branding and packaging
(wine), while premium pricing uses higher prices for products that are superior with
performance and/or design (Lexus - Toyota).
-What is the difference between Two-Part and Captive Market pricing? - -Captive Market
pricing uses higher prices for additional optional products and service after an initial
purchase (Disneyland food), while Two-Part pricing uses higher prices for products after
an initial discounted purchase for semi-required additional purchases (HP printer-HP Ink
or Xbox console-Xbox games).
-A stratified random sample is: - -A probability sample constructed to represent randomly
selected sub-samples of different groups within the total sample.
-Arlene saw a supermarket ad featuring a pilgrim salt and pepper set. Although the ad was
for Publix, Arlene thought the ad was for her favorite supermarket, Whole Foods. This is an
example of: - -selective distortion
-Changing a product's image in consumers' minds is called: - -repositioning
