Question 1
4 out of 4 points
Correct
Marketing companies monitor and evaluate the impact of their
advertising on their target audiences by investing in research to measure the
result of their advertising campaigns. Usually, the most important information
to discover is:
the target audience’s awareness of the brand name
the frequency that the target audience sees/hears the ads
advertising awareness and familiarity of the key ad message
points by the target audience(s)
the amount of sales the ads generated from the target
audience
Question 2
4 out of 4 points
Correct
A company that wants its sales people motivated to sell its
products, but also to service their customers after the sales are made would
select which compensation plan?
Combination of salary and bonus for sales above quota
Straight salary.
Straight commission.
Combination of salary and commission.
Response Feedback:
Question 3
4 out of 4 points
correct
One downside to using public relations is its lack of credibility.
True
False
Question 4
4 out of 4 points
Correct
Creating a plan to connect supply to demand is an example
of:
managing logistics and the customer experience.
sales forecasting, production planning and inventory control.
order processing, storage and transportation.
all of the above.
Question 5
4 out of 4 points
Correct
A firm that wants to attract new consumers, reward loyal
customers, or increase the repurchase rate of occasional users would be best
served by sales promotion.
True
False
Response Feedback:
Correct! (Ref. to chapter 13 and virtual lecture 7.) Whereas
advertising offers a reason to buy, sales promotion offers an incentive to buy.
Question 6
4 out of 4 points
Correct
If Vick’s, the maker of Nyquil cold medicine, uses its
advertising to contrast its ingredients and benefits to those of Sudafed,
Nyquil’s advertising is an example of _______________ advertising.
comparative or persuasion advertising
informative or USP advertising
Reminding or demonstration advertising
reminder or point-of-purchase advertising
Question 7
4 out of 4 points
Correct
In designing brilliant marketing plans, the “game
within a game” of getting internal alignment and approval is more
important than the marketing plan itself.
Which of these internal barriers can foil brilliant marketing plans?
a focus on quarterly results
too much influence by the sales force
“the voice of the customer” research
all of the above
Question 8
4 out of 4 points
Correct
With the opening and growth of Florida Blue retail health insurance
stores, marketers at Blue Cross Blue Shield of Florida should anticipate…
the centers losing their uniqueness as competitors copy the
idea with centers of their own.
brokers moving their business to other carriers in protest
of the competition that these retail centers pose to them.
positive publicity stemming from the uniqueness of buying
health insurance at a retail “store.”
all of the above.
Question 9
4 out of 4 points
Correct
Jeremy is creating a new product for hikers and walkers. He
is considering various distribution approaches that he could use to support his
marketing goals in light of the current market environment. Soon he will
determine the number and kind of distribution channels he will use and then
select specific channel partners and distribution logistics. Jeremy is:
developing the marketing mix for his new product
creating his marketing plan
engaged in distribution planning and strategy
identifying his product’s “value chain”
Question 10
4 out of 4 points
Correct
Geico’s multi-topic advertising campaign is an example of:
Slice-of-life creative strategy
Demonstration advertising
Lifestyle advertising at its best.
advertising aimed at various customer segments using a
single POD.
Question 11
4 out of 4 points
Correct
Wonder Bread Company manufacturers food products with very
short shelf life. Wonder’s goal for its
logistics system is to maximize its profit opportunity. The “formula” Wonder uses to find
the lowest total cost of logistics adds up its total freight costs, plus its
total fixed warehouse costs, plus total variable warehouse costs, plus total
cost of lost sales due to average delivery delays. Is Wonder using the correct
“formula” to reveal their lowest overall logistics cost (i.e. their
highest profit opportunity)?
True
False
Question 12
4 out of 4 points
Correct
The advantage of using social media such as Facebook in a
media plan is that it can stimulate a lot of
positive “buzz” or word-of-mouth advertising without the risk
that it might generate bad “buzz.”
True
False
Question 13
4 out of 4 points
correct
The ____________ method of establishing a marketing
communication budget is generally the best because it values promotion as an
investment and doesn’t rely entirely on sales to determine how much it can
afford.
Objective-and-task method
Top down method
Bottom up method
competitive-parity method
Question 14
4 out of 4 points
correct
Chapter 13 describes one-to-many (mass media) communication
devices and describes “noise” as anything that interferes with
effective communication including “ad clutter” (many ads clamoring
for our attention). Advertisers can most
successfuly overcome “ad clutter” by advertising even more — by
increasing their mass media advertising presence so that they overpower the
competing ads.
True
False
Question 15
4 out of 4 points
Correct
To market a new product, a company might use a
“pull” strategy rather than a “push” strategy if:
it has very strong relations with its distribution channels.
its channels are hesitant to stock its new product.
its sales force has been very successful getting wholesalers
and retailers to handle its new products in the past.
it has a small advertising budget.
Question 16
4 out of 4 points
Correct
Which is true of market-logistics systems?
So-called cross-docking systems are likely to add costs and
also value.
The best supply chain management systems use
“just-in-time-inventory.”
They cannot simultaneously maximize customer service and
minimize distribution costs.
Transportation is a more important element of logistics than
storage.
Question 17
4 out of 4 points
Correct
Marketers focus on the wants of their target customer
segments because they can’t be all things to all people. But when it comes to customer service
consumers generally prefer either a high touch (personal service) approach or a
high tech (self service) approach. Even
for a company striving to develop its superior customer service as its
point-of-difference, it is inadvisable to attempt to deliver both high tech and
high touch equally well.
True
False
The correct answer is False.
(See chapter 12.) A well-managed
service company must be able to provide service in any form the customer
demands.
Question 18
4 out of 4 points
Correct
Levi’s has expanded its jeans into new channels such as
Wal-Mart in order to grow. Is that also
risky?
No, it just increases opportunities for consumers to buy
jeans.
Yes, it will raise their production costs.
Yes, it could damage their brand image and relationships
with traditional channels.
No, today’s companies are expected to expand their products
into as many sales channels as possible.
Response Feedback:
The correct answer is 3.
Taking the revered Levi’s brand into a discount store, even under a
sub-brand name, could damage their reputation, and stores that have
traditionally sold Levi’s will be insulted and miffed.
Question 19
4 out of 4 points
Correct
Retail-store assortments have grown more alike leading
conventional chains to increase service and locations. This has created an opportunity for new,
low-price, low-service competitors.
True
False
Question 20
4 out of 4 points
Correct
Home Depot stores often hold do-it-yourself seminars and
demonstrations in their stores for customers. Home Depot is trying to become a
retail “destination location” by employing:
atmospherics to set the shopping mood
a stimulating, interactive shopping environment
differentiated merchandising
a unique store design
