MAR 32 2015 all Chapter Quizs

4323 Summer 2015 Boca)

Assignment:

Chapter 1 Connect Quiz

1.

Award: 6.66 out of 6.66 points

Integrated marketing communications:

assimilates marketing with intraoffice communications.

coordinates the marketing and promotional tools to communicate effectively.

reduces the need for advertising agencies to be accountable for their actions.

helps in intraoffice promotion that encourages employees to stay in the organization.

restricts the usage of Internet as an advertising medium.

2.

Award: 6.66 out of 6.66 points

Jane informed her friend Anne that Clean-Yes, a detergent recently launched by TG & Company, was extremely good because it not only
removed tough stains but was also mild on clothes. Which of the following types of touch points is being referred to in this scenario?

Company-created touch point

Customer-initiated touch point

Unexpected touch point

Customer service touch point

Intrinsic touch point

3.

Award: 6.66 out of 6.66 points

The American Marketing Association's definition of marketing focused on _____ as a central concept in marketing and the use of the basic
marketing activities to create and sustain relationships with customers.

exchange

planning

creation

implementation

value

4.

Award: 6.66 out of 6.66 points

Micromarketing deals with:

customized production of goods and services.

selling the goods and services to a selected number of customers.

only the pricing component of marketing.

mass marketing of goods and services in order create long-term sustainability.

customizing marketing and promotional messages to suit specific target audiences.

5.

Award: 6.66 out of 6.66 points

Large organizations and firms usually spend huge sums of money on promotional activities since it guarantees the success of a product.

True

False

6.

Award: 6.76 out of 6.76 points

Harry has newly joined the marketing department of KC Cola. While going through some files, he came across a document designed for a
particular brand of product that contained a detailed analysis of the environmental factors and competition. It also contained a time frame
within which some objectives, further divided into tasks, had to be accomplished. The document not only enlisted the target markets for the
brand but also contained specifications about its 4P's and various methods to check the performance of the team as well as that of the brand.
Which of the following documents is likely to contain such information?

Business plan

Marketing plan

Memorandum of association

Strategic management plan

Annual fiscal plan

7.

Award: 6.66 out of 6.66 points

_____ is a combination of many factors, including the name, logo, symbols, design, packaging, and performance of a product or service as
well as the image or type of associations that comes to mind when consumers think about a brand.

Brand identity

Brand elasticity

Trademark

Brand extension

Brand valuation

8.

Award: 6.66 out of 6.66 points

Traditional media, such as television, provide marketing that is more targeted when compared to the Internet.

True

False

9.

Award: 6.66 out of 6.66 points

Publicity is also known as public relations (i.e., they both mean the same).

True

False

10.

Award: 6.66 out of 6.66 points

Offersforshoppers.com is a website that provides various offers for consumers. Users can visit the website and choose the offer that they
prefer, which will then be sent to their mobile phones in the form of coupons that can be redeemed at the point of purchase. Which of the
following promotional mix elements is being discussed in the given scenario?

Direct-mail marketing

Personal selling

Point-of-purchase promotion

Interactive media

Trade advertising

11.

Award: 6.66 out of 6.66 points

Tom, a chocolate maker, placed ads for his chocolate bars inMagz, a magazine that was popular among the managers of large hotels.
Knowing that these hotels used chocolate for desserts on a daily basis, Tom wanted to bring his product to the attention of hotels' purchase
managers. The type of advertising Tom is making use of is _____.

trade advertising

professional advertising

business-to-business advertising

primary-demand advertising

national advertising

2.

Award: 6.66 out of 6.66 points

VCRs were introduced to consumer markets during the 1970s. When VCRs were first introduced in the United States, many marketers ran
advertisements to explain to household consumers the value and convenience of taping television shows through the VHS video recorder
which was not possible earlier at home. This form of advertising is known as:

primary-demand advertising.

selective-demand advertising.

professional advertising.

direct-response advertising.

trade advertising.

13.

Award: 6.66 out of 6.66 points

The main disadvantage of publicity over other forms of promotion is its high cost.

True

False

14.

Award: 6.66 out of 6.66 points

Direct-response advertising encourages customers to purchase products directly from the manufacturers.

True

False

15.

Award: 6.66 out of 6.66 points

CL Inc., a packaged goods manufacturing company, placed an advertisement in theIndependent Retailer, a monthly wholesale purchasing
guide for wholesalers and retailers. The advertisement contained pictures of the product and a slogan that states, "Now here's a kiddie snack
that mothers will love you to display at your checkout counters." Which type of advertising has been used here?

Trade advertising

National advertising

Business-to-consumer advertising

Retail advertising

Primary-demand advertising

quiz 2

(4323 Summer 2015 Boca)

Assignment:

Chapter 2 Connect Quiz

1.

Award: 6.66 out of 6.66 points

Grace Mode, a car manufacturer, has adopted concentrated marketing strategy by marketing its vehicles exclusively at the premium segment.

True

False

2.

Award: 6.66 out of 6.66 points

Market segmentation is done in order to develop different marketing strategies for each customer.

True

False

3.

Award: 6.66 out of 6.66 points

Which of the following consists of the combination of the name, logo, symbols, design, packaging, and image of associations held by

consumers?

Brand identity

Brand segmentation

Brand sectoring

Brand equity

Brand differentiation

4.

Award: 6.66 out of 6.66 points

A cell phone ad that portrays buyers using push messaging and a HD display along with sync emails and Facebook accounts is making use of

benefit segmentation.

True

False

5.

Award: 6.66 out of 6.66 points

Companies invest huge amounts of money in advertising directed at maintaining and protecting the brand equity as it serves as a source of

competitive advantage for the companies.

True

False

6.

Award: 6.76 out of 6.76 points

Marketing channels refer to the _____ element of the marketing mix.

positioning

promotional

packaging

price

place

7.

Award: 6.66 out of 6.66 points

In relation to the development of a strategic marketing plan, which among the following should the company do immediately after evaluating

the opportunities presented by various market segments?

Search for competitive advantage

Competitive analysis

Target market selection

Note demand trends

Situational analysis

8.

Award: 6.66 out of 6.66 points

Eve Bar Corp., a chain of restaurants in London, launches an ad campaign that is designed to attract people who enjoy the "fast-paced

lifestyle." In this scenario, the chain is using:

socioeconomic segmentation.

economic segmentation.

demographic segmentation.

geographic segmentation.

psychographic segmentation.

9.

Award: 6.66 out of 6.66 points

Dividing the market on the basis of personality, lifecycles, and/or lifestyles is referred to as psychographic segmentation.

True

False

10.

Award: 6.66 out of 6.66 points

Root Inc., a manufacturer of dental hygiene products, manufactures chocolate and strawberry flavored toothpaste which were specifically

designed for children. Which of the following bases of segmentation is the company using?

Psychographic segmentation

Demographic segmentation

Socioeconomic segmentation

Economic segmentation

Geographic segmentation

11.

Award: 6.66 out of 6.66 points

A marketer who aims to position his product on the basis of salient features that the product contains is using:

positioning based on product class.

positioning based on use.

positioning based on cultural symbols.

positioning based on price.

positioning based on benefits.

12.

Award: 6.66 out of 6.66 points

Fly High Airlines provides outstanding customer service, which gives it an edge over its competitors. This outstanding customer service is

used to:

destabilize competitor branding.

gain a competitive advantage.

create market segmentation.

recapture marketing channels.

create diversification.

13.

Award: 6.66 out of 6.66 points

Planet Burgers Inc. is a global food chain that caters to each market it operates in by adapting its products to local tastes and preferences. For

example, burgers are made from lamb in India rather than beef due to religion-based preferences. It adds more chili sauce in Mexico and so on.

In this scenario, Planet Burgers makes use of _____ segmentation.

psychographic

geographic

demographic

economic

socioeconomic

14.

Award: 6.66 out of 6.66 points

AB Rail Inc., a private railroad firm, offers both economy class and business class tickets. Each of these segments is marketed separately

using individualized marketing programs. With respect to the types of market coverage alternatives, the railroad company is using

demographic segmentation.

differentiated marketing.

concentrated marketing.

geographic segmentation.

undifferentiated marketing.

15.

Award: 6.66 out of 6.66 points

Which of the following is the first step in the target market selection process?

Distribution of promotional tools

Determining market segmentation

Positioning through marketing strategies

Identification of markets

Allocation of budgets

(4323 Summer 2015 Boca)

Assignment:

Chapter 3 Connect Quiz

1.

Award: 6.66 out of 6.66 points

Under a(n) _____, the client agrees to pay the agency a fee based on the expenditure of its work plus some agreed-on profit margin, often a
percentage of total costs.

creative commission system

placement fees system

fixed fee method

incentive-based system

cost-plus system

2.

Award: 6.66 out of 6.66 points

NW Inc. specializes in buying radio, television, and newspaper space at discounted rates. Yummy Foods approaches NW Inc. for purchase of
newspaper space at less than market rate. NW's personnel help Yummy Foods with the planning of their media strategies. However, they do
not perform any other functions. In this scenario, NW Inc. is an example of a(n):

creative boutique.

full-service company.

agency organization.

in-house media agency.

media specialist company.

3.

Award: 6.66 out of 6.66 points

Blueberry Designs, a boutique, has an advertising department along with a sales, marketing, and research departments. The manager of the
advertising department heads and controls all the functions of that department such as budgeting, planning media schedules, and
administering the sales promotions programs for all of the company's products and services. With respect to the given scenario, it can be said
that Blueberry Designs employs a:

straight-jacket marketing system.

horizontal marketing system.

decentralized marketing system.

buzz marketing system.

centralized marketing system.

4.

Award: 6.66 out of 6.66 points

An ad agency is a service organization that specializes in planning and executing advertising programs for its clients.

True

False

5.

Award: 6.66 out of 6.66 points

Superagencies are:

a large body of professionals that are superior to the advertising agencies and are formed to regulate the work of the agencies.

an amalgamation of several small, medium, and large advertising agencies.

large support organizations that provide specialized service to advertising agencies.

the top advertising agencies.

recruitment agencies that hire top management professionals.

6.

Award: 6.66 out of 6.66 points

Leon works for an ad agency and is responsible for understanding the advertiser's marketing and promotions needs and interpreting them to
agency personnel. He also presents the recommendations of the agency to the client and obtains approval from them. Leon has a strong
marketing background and understands the advertising process comprehensively. What is Leon's position in the organization?

Marketing research executive

Financial consultant

Copywriter

Art director

Account executive

7.

Award: 6.66 out of 6.66 points

Proponents of integrated marketing communications (IMC) services argue that maintaining control of the entire promotional process achieves
greater synergy among each of the communications program elements.

True

False

8.

Award: 6.66 out of 6.66 points

CL Inc., a manufacturing firm, decided to outsource its entire advertising function. The company launched a new product and paid for the
campaign to promote the product. In this scenario, CL Inc., is an example of a(n):

advertising agency.

media organization.

marketing research firm.

client.

list broker.

9.

Award: 6.66 out of 6.66 points

Media organizations provide an environment for a firm's marketing communications message.

True

False

10.

Award: 6.76 out of 6.76 points

Mars Inc. is a specialized agency that provides various services such as database management, infomercial production, creative services,
telemarketing, research, and media services. In this scenario, Mars Inc. in an example of a(n):

accounts handling agency.

public relations agency.

interactive agency.

direct-response agency.

sales promotion agency.

11.

Award: 6.66 out of 6.66 points

Joy Fruit Juices took the help of a company called Innovators Inc. to create and produce the communication message for its products and in
return paid them a sum of $20,000 as compensation. However, the final decisions regarding the advertising and promotional program to be
employed rest with Joy Fruit Juices. In the given scenario, Innovators is a(n):

advertising agency.

advertiser.

client.

media organization.

marketing research firm.

12.

Award: 6.66 out of 6.66 points

Which of the following terms is also used to describe the position of a brand manager who is responsible for the total management of the
brand, including planning, budgeting, sales, and profit performance?

Marketing communications manager

Advertising manager

Marketing research executive

Product manager

Systems manager

13.

Award: 6.66 out of 6.66 points

A company that follows a centralized system and contains a separate advertising department cannot make use of an outside advertising
agency.

True

False

14.

Award: 6.66 out of 6.66 points

According to the survey conducted by the Association of National Advertisers, which of the following is considered to be a primary qualitative
criterion that is used to evaluate the performance of ad agencies?

Sales

Gross profit per quarter

Net profit

Teamwork

Gross profit

15.

Award: 6.66 out of 6.66 points

A decentralized marketing organization structure may create competition among brands within the same company.

True

False

quiz 4

(4323 Summer 2015 Boca)

Assignment:

Chapter 4 Connect Quiz

1.

Award: 6.25 out of 6.25 points

Which of the following factors is considered important for learning to occur through the associative process, according to classical
conditioning?

High-distance

Disintegration

Frequency of association

Reward

Dissimilation

2.

Award: 6.25 out of 6.25 points

Which of the following is true of consideration threat?

It refers to an evoked set with only a single unit.

It refers to an evoked set that contains more than six alternatives.

It is also known as a heuristic set.

It is a consequence of a customer's top-of-mind awareness.

It is the exact number of the evoked set.

3.

Award: 6.25 out of 6.25 points

Which of the following statements about the psychoanalytical theory is true?

Its insights are not useful for developing advertising messages that appeal to customers.

It was developed by Abraham Maslow.

It makes use of large samples to draw conclusions.

It had a negligible influence on the development of modern psychology.

It is used to determine the consumer's purchase motivations.

4.

Award: 6.25 out of 6.25 points

The first stage in the consumer decision-making process is evaluation of alternatives

True

False

5.

Award: 6.25 out of 6.25 points

Operant conditioning is also called:

intermittent conditioning.

associative conditioning.

instrumental conditioning.

partial conditioning.

classical conditioning.

6.

Award: 6.25 out of 6.25 points

According to the family decision-making process, a mother who decides that she needs a new car is referred to as the:

initiator.

purchasing agent.

consumer.

influencer.

information provider.

7.

Award: 6.25 out of 6.25 points

At the age of 55, Ron feels lonely and wishes he had more friends. Which of the following hierarchy of needs is involved?

Safety need

Self-actualization need

Social need

Esteem need

Physiological need

8.

Award: 6.25 out of 6.25 points

Qualitative methodologies employed by psychologists, such as individual interviews and participant observation, help capture the social,
cultural, and environmental influences that may affect consumer behavior.

True

False

9.

Award: 6.25 out of 6.25 points

Which of the following stages occurs after selective attention, according to the selective perception process?

Selective assimilation

Selective communication

Selective retention

Selective exposure

Selective comprehension

10.

Award: 6.25 out of 6.25 points

Behavioral learning theories are based on internal psychological processes such as motivation and thinking.

True

False

11.

Award: 6.25 out of 6.25 points

A consumer always makes his purchase decisions in isolation. No external factor influences a consumer's decision making process.

True

False

12.

Award: 6.25 out of 6.25 points

Dissonance is less likely to occur in important decisions where the consumer must choose among close alternatives.

True

False

13.

Award: 6.25 out of 6.25 points

Consumer behavior can be defined as the process and activities people engage in when searching for, selecting, purchasing, using,
evaluating, and disposing of products and services so as to satisfy their needs and desires.

True

False

14.

Award: 6.25 out of 6.25 points

Plum, a manufacturer of baby products, came up with an attractive jingle for its advertisement. The jingle gained popularity among its audience
due to its catchy tune and simple lyrics. In the given scenario, which of the following assists the viewers in remembering and recognizing the
ad?

Heuristics

Mnemonics

Memes

Symbols

Cues

15.

Award: 6.25 out of 6.25 points

Bliss Automobiles is a Texas-based luxury car manufacturer. Typically, it is never affected by economic downturns as its customers are
highly image conscious. Which level of the hierarchy of needs is being illustrated by Bliss's customers?

Physiological

Esteem

Love and belonging

Safety

Social

16.

Award: 6.25 out of 6.25 points

Gilbert is dissatisfied with his phone because it has a very short battery life. He realizes that he needs a phone that has a longer battery life.
Gilbert is in the _____ stage of the consumer decision-making process.

information search

attitude formation

purchase decision

problem recognition

alternative evaluation

quiz 5