ACS Final questions and answers
According to the text, why are marketers decreasing their usage of advertising in mass
media to reach their target market and increasing their use of integrated marketing
communications? ✔✔The use of the Internet and electronic commerce is growing.
The tremendous growth in advertising and promotion throughout the world is due to: ✔
✔the growth of the U.S. and global economies
_____ is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods and services to create exchanges that satisfy individual and
organizational objectives. ✔✔Marketing
_____ is the process of creating, maintaining and enhancing long-term relationships
with individual customers as well as other stakeholders for mutual benefit. ✔✔
Relationship marketing
The increased usage of relationship marketing is due to the fact: ✔✔retaining
customers is generally more cost effective than acquiring new ones
According to the marketing and promotions process model, the marketing process
begins with the: ✔✔development of a marketing strategy and analysis
A(n) _____ is a document that evolves from an organization's overall corporate strategy
and serves as a guide for specific marketing programs and policies. ✔✔strategic
marketing plan
_____ is a detailed assessment of the current marketing conditions facing the company,
its product lines, or its individual brands. ✔✔Situation analysis
_____ are defined as external areas where there are favorable demand trends,
customer needs and wants are not being satisfied, and where a company thinks it can
compete effectively. ✔✔Market opportunities
China is the world's second-largest beer market after the U.S. It is also one of the
fastest growing with annual growth of 10 percent. Anheuser-Busch responded to this
_____ in China when it established Budweiser Wulhan International Brewing in central
China. There it brews Budweiser and Budweiser Ice which are sold to the local market.
,Anyone who has ever attended a state fair understands how complicated the ticketing
system can be. Attendees buy a number of tickets and then turn them in to various ride
operators. One ride may require three tickets, another five, and another two. The
system was complicated for workers and for consumers. A company named Funtastic
has developed a SmartCard that is purchased at the ticket booth for any amount
customers want to spend. Each ride requires one swipe of the card, and the amount of
the ride is deducted electronically from the card's total. Funtastic has recognized a: ✔✔
market opportunity
_____ is something unique or special a firm possesses or does that gives it an edge
over its competitors. ✔✔A competitive advantage
Offering quality products that command a premium price, providing superior customer
service, having the lowest production costs and lower prices etc. are ways of: ✔✔
achieving competitive advantage
There are many different types of medicines for relieving allergy symptoms, and there
are several that offer 24-hour relief, but only Alavert comes in a quick-dissolving form
that can be easily swallowed without water. The maker of Alavert hopes the fact that it
dissolves and enters the system more quickly than other brands will create a:
Today many people take an aspirin at their doctor's recommendation as preventive
medicine. The maker of Bayer aspirin has added calcium to its aspirin. The calcium is
also often recommended by doctors to help maintain bone density. There are many
types of aspirin on the market, but only one brand that contains calcium. For Bayer, this
calcium additive is an ✔✔competitive advantage
a competitive advantage
The first step in the target marketing process is to: ✔✔identify markets with unfulfilled
needs.
Directing a company's efforts towards one or more groups of customers who share
common needs is known as: ✔✔market segmentation
The market segmentation process: ✔✔divides a market into distinct groups that will
respond similarly to marketing actions.
To reach tweens (8-12 year olds), Jell-O brand gelatin marketers introduced X-treme
Jell-O in wild berry, green apple, and watermelon flavors. The ads describe the gelatin
flavors as "Jell-O with an attitude" because these fruit flavors "will bite you back." Jell-O
has defined tweens as: ✔✔a market segment
,Dividing the market into units such as nation, states, town, counties etc. is known as: ✔
✔geographic segmentation
Bubba's Frozen Barbecue Sandwiches contain pork drenched with a vinegar-based
barbecue sauce. It would not be popular in Texas where barbecue lovers want goat
meat, or in the Carolinas where a mustard-based sauce is preferred. Given this
information, Bubba's should use _____ segmentation.
General Foods' determination that Southerners preferred milder mustard than those in
the Northeast led the company to develop a new "Southern Style Mustard." This
strategy best exemplifies: ✔✔geographic
geographic segmentation
Division of the market based on age, sex, family size, income, and other measurable
characteristics is known as: ✔✔demographic segmentation
When retail buyers told the people who sold Duck Tape brand duct tape that tweens
and teens were significant purchasers of the tape and used it to repair skateboards and
other extreme sports equipment, the makers of Duck Tape introduced duct tape in wild
neon colors specifically for this market because research showed this market liked fun
colors. By targeting tweens and teens that skateboard and engage in other extreme
sports, the maker of Duck Tape used _____ segmentation.
An ad for Shangri-La Travel Agency offers trips especially designed for grandparents
and their grandchildren to enjoy together. This example illustrates the use of _____
segmentation.
Ads for consumer finance companies are often aimed at people making annual salaries
of $25,000 or less. Consumer finance companies are using _____ segmentation.
Kyle wrote a book for new dads to help them take care of the babies when the wives are
away. It is ✔✔demographic
demographic segmentation
Dividing the market on the basis of personality and/or lifestyles is referred to as _____.
_____ divides a market on the basis of lifestyles. ✔✔psychographic segmentation
AIO stands for: ✔✔activities, interests and opinions
, Company X is a non-profit organization, that employs a large number of underprivileged
people. It sells art and handicrafts made by these individuals at reasonable prices.
Company X defines its market segment as people who believe in helping others and
feel good about it. It uses _____ segmentation.
Crossings is the name of a book club designed to appeal to conservative Christians. It
sells inspirational fiction and nonfiction books that express moral values consistent with
the views of these Christians. Crossings uses _____ segmentation.
The ad for the Disney Institute at Walt Disney World describes vacations during which
an individual can immerse him or herself in the joys of gardening for a week and take
classes with horticulturists. This is an example of _____ segmentation. ✔✔
psychographic
Gatorade sports drink has defined its target market as 18-34 year old males who are
active in sports. Which two bases of segmentation is Gatorade employing? ✔✔
Demographic and psychographic
_____ segmentation divides consumers into groups according to their usage, loyalties,
or buying responses to a product.
Which of the following bases for segmentation is employed when consumers are
grouped according to their use of a product or service (heavy versus light)? ✔✔
Behavioristic
Research shows that about two-thirds of the new insurance policies Prudential sells will
be to current policyholders. This information indicates a(n) ______ segmentation would
be appropriate for Prudential to use along with demographic and psychographic
segmentation.
New York Telephone uses _____ segmentation to segment consumers in terms of how
much leisure telephone calling they do. It advertises on "Nick at Night" and MTV when it
wishes to target the group it calls "chatterboxes." ✔✔behavioristic
Degree of usage as a basis of segmentation is best reflected by: ✔✔the 80-20 rule
_____ segmentation is most closely related to the "80-20 rule," which states that 80
percent of a company's business comes from 20 percent of its customers.
The 80-20 rule states that: ✔✔Behavioristic
around 80 percent of the firm's sales comes from 20 percent of the customers.
According to the text, why are marketers decreasing their usage of advertising in mass
media to reach their target market and increasing their use of integrated marketing
communications? ✔✔The use of the Internet and electronic commerce is growing.
The tremendous growth in advertising and promotion throughout the world is due to: ✔
✔the growth of the U.S. and global economies
_____ is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods and services to create exchanges that satisfy individual and
organizational objectives. ✔✔Marketing
_____ is the process of creating, maintaining and enhancing long-term relationships
with individual customers as well as other stakeholders for mutual benefit. ✔✔
Relationship marketing
The increased usage of relationship marketing is due to the fact: ✔✔retaining
customers is generally more cost effective than acquiring new ones
According to the marketing and promotions process model, the marketing process
begins with the: ✔✔development of a marketing strategy and analysis
A(n) _____ is a document that evolves from an organization's overall corporate strategy
and serves as a guide for specific marketing programs and policies. ✔✔strategic
marketing plan
_____ is a detailed assessment of the current marketing conditions facing the company,
its product lines, or its individual brands. ✔✔Situation analysis
_____ are defined as external areas where there are favorable demand trends,
customer needs and wants are not being satisfied, and where a company thinks it can
compete effectively. ✔✔Market opportunities
China is the world's second-largest beer market after the U.S. It is also one of the
fastest growing with annual growth of 10 percent. Anheuser-Busch responded to this
_____ in China when it established Budweiser Wulhan International Brewing in central
China. There it brews Budweiser and Budweiser Ice which are sold to the local market.
,Anyone who has ever attended a state fair understands how complicated the ticketing
system can be. Attendees buy a number of tickets and then turn them in to various ride
operators. One ride may require three tickets, another five, and another two. The
system was complicated for workers and for consumers. A company named Funtastic
has developed a SmartCard that is purchased at the ticket booth for any amount
customers want to spend. Each ride requires one swipe of the card, and the amount of
the ride is deducted electronically from the card's total. Funtastic has recognized a: ✔✔
market opportunity
_____ is something unique or special a firm possesses or does that gives it an edge
over its competitors. ✔✔A competitive advantage
Offering quality products that command a premium price, providing superior customer
service, having the lowest production costs and lower prices etc. are ways of: ✔✔
achieving competitive advantage
There are many different types of medicines for relieving allergy symptoms, and there
are several that offer 24-hour relief, but only Alavert comes in a quick-dissolving form
that can be easily swallowed without water. The maker of Alavert hopes the fact that it
dissolves and enters the system more quickly than other brands will create a:
Today many people take an aspirin at their doctor's recommendation as preventive
medicine. The maker of Bayer aspirin has added calcium to its aspirin. The calcium is
also often recommended by doctors to help maintain bone density. There are many
types of aspirin on the market, but only one brand that contains calcium. For Bayer, this
calcium additive is an ✔✔competitive advantage
a competitive advantage
The first step in the target marketing process is to: ✔✔identify markets with unfulfilled
needs.
Directing a company's efforts towards one or more groups of customers who share
common needs is known as: ✔✔market segmentation
The market segmentation process: ✔✔divides a market into distinct groups that will
respond similarly to marketing actions.
To reach tweens (8-12 year olds), Jell-O brand gelatin marketers introduced X-treme
Jell-O in wild berry, green apple, and watermelon flavors. The ads describe the gelatin
flavors as "Jell-O with an attitude" because these fruit flavors "will bite you back." Jell-O
has defined tweens as: ✔✔a market segment
,Dividing the market into units such as nation, states, town, counties etc. is known as: ✔
✔geographic segmentation
Bubba's Frozen Barbecue Sandwiches contain pork drenched with a vinegar-based
barbecue sauce. It would not be popular in Texas where barbecue lovers want goat
meat, or in the Carolinas where a mustard-based sauce is preferred. Given this
information, Bubba's should use _____ segmentation.
General Foods' determination that Southerners preferred milder mustard than those in
the Northeast led the company to develop a new "Southern Style Mustard." This
strategy best exemplifies: ✔✔geographic
geographic segmentation
Division of the market based on age, sex, family size, income, and other measurable
characteristics is known as: ✔✔demographic segmentation
When retail buyers told the people who sold Duck Tape brand duct tape that tweens
and teens were significant purchasers of the tape and used it to repair skateboards and
other extreme sports equipment, the makers of Duck Tape introduced duct tape in wild
neon colors specifically for this market because research showed this market liked fun
colors. By targeting tweens and teens that skateboard and engage in other extreme
sports, the maker of Duck Tape used _____ segmentation.
An ad for Shangri-La Travel Agency offers trips especially designed for grandparents
and their grandchildren to enjoy together. This example illustrates the use of _____
segmentation.
Ads for consumer finance companies are often aimed at people making annual salaries
of $25,000 or less. Consumer finance companies are using _____ segmentation.
Kyle wrote a book for new dads to help them take care of the babies when the wives are
away. It is ✔✔demographic
demographic segmentation
Dividing the market on the basis of personality and/or lifestyles is referred to as _____.
_____ divides a market on the basis of lifestyles. ✔✔psychographic segmentation
AIO stands for: ✔✔activities, interests and opinions
, Company X is a non-profit organization, that employs a large number of underprivileged
people. It sells art and handicrafts made by these individuals at reasonable prices.
Company X defines its market segment as people who believe in helping others and
feel good about it. It uses _____ segmentation.
Crossings is the name of a book club designed to appeal to conservative Christians. It
sells inspirational fiction and nonfiction books that express moral values consistent with
the views of these Christians. Crossings uses _____ segmentation.
The ad for the Disney Institute at Walt Disney World describes vacations during which
an individual can immerse him or herself in the joys of gardening for a week and take
classes with horticulturists. This is an example of _____ segmentation. ✔✔
psychographic
Gatorade sports drink has defined its target market as 18-34 year old males who are
active in sports. Which two bases of segmentation is Gatorade employing? ✔✔
Demographic and psychographic
_____ segmentation divides consumers into groups according to their usage, loyalties,
or buying responses to a product.
Which of the following bases for segmentation is employed when consumers are
grouped according to their use of a product or service (heavy versus light)? ✔✔
Behavioristic
Research shows that about two-thirds of the new insurance policies Prudential sells will
be to current policyholders. This information indicates a(n) ______ segmentation would
be appropriate for Prudential to use along with demographic and psychographic
segmentation.
New York Telephone uses _____ segmentation to segment consumers in terms of how
much leisure telephone calling they do. It advertises on "Nick at Night" and MTV when it
wishes to target the group it calls "chatterboxes." ✔✔behavioristic
Degree of usage as a basis of segmentation is best reflected by: ✔✔the 80-20 rule
_____ segmentation is most closely related to the "80-20 rule," which states that 80
percent of a company's business comes from 20 percent of its customers.
The 80-20 rule states that: ✔✔Behavioristic
around 80 percent of the firm's sales comes from 20 percent of the customers.
