Task Method Competitive Parity 38 Multiple Choice

QUESTION 1

1. The process of converting the sender’s ideas into a message, which could be verbal, visual, or both is called:

   		noise.
   		encoding.
   		decoding.
   		a communication channel.
   		a feedback loop.

1 points

QUESTION 2

1. Any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium is called:

   		noise.
   		encoding.
   		decoding.
   		a communication channel.
   		a feedback loop.

1 points

QUESTION 3

1. Which of the following is an IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives?

   		percentage-of-sales method
   		objective-and-task method
   		competitive parity method
   		brand equity method
   		affordable budgeting method

1 points

QUESTION 4

1. Which of the following help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage consumers to evaluate the brand favourably on the basis of the key benefits it provides?

   		esteem appeals
   		emotional appeals
   		physiological appeals
   		rational appeals
   		social appeals

1 points

QUESTION 5

1. A company that manufactures jeans promotes the idea of “youthful individuality.” The products stand for originality, self-confidence, and integrity. This is an example of:

   		esteem appeal.
   		emotional appeal.
   		physiological appeal.
   		rational appeal.
   		social appeal.

1 points

QUESTION 6

1. An assessment performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do is called:

   		tracking.
   		product positioning.
   		pretesting.
   		word painting.
   		posttesting.

1 points

QUESTION 7

1. Which of the following adds value to products by selling them to consumers for their personal use?

   		wholesaler
   		manufacturer
   		retailer
   		reseller
   		producer

1 points

QUESTION 8

1. Firms involved in buying, often storing, and physically handling goods in large quantities and then reselling goods to business users are called:

   		manufacturers.
   		producers.
   		institutions.
   		retailers.
   		wholesalers.

1 points

QUESTION 9

1. Retailers can distinguish themselves from their competitors by developing and marketing _____ brands.

   		manufacturer’s
   		reseller’s
   		producer’s
   		national
   		store

1 points

QUESTION 10

1. The benefit offered by bricks-and-mortar retailers is:

   		broader selection of items.
   		detailed information of products.
   		access to wish lists and gift registries.
   		payment through cash.
   		access to customer information.

1 points

QUESTION 11

1. Which of the following refer to those products that consumers purchase for status rather than functionality?

   		unsought products
   		prestige products
   		shopping products
   		convenience products
   		standard products

1 points

QUESTION 12

1. The complete set of all products offered by a firm are called the:

   		augmented product.
   		product mix.
   		customer lifetime value.
   		brand equity.
   		core customer value.

1 points

QUESTION 13

1. The nonphysical attributes of the product, including product warranties, financing, product support, and after-sale service are called the:

   		augmented product.
   		product mix.
   		customer lifetime value.
   		brand services.
   		core customer value.

1 points

QUESTION 14

1. Refrigerators and washing machines are examples of:

   		shopping products.
   		unsought products.
   		extended products.
   		specialty products.
   		convenience products.

1 points

QUESTION 15

1. Which of the following refers to the use of the same brand name for new products being introduced to the same or new markets?

   		cobranding
   		brand equity
   		brand licensing
   		brand extension
   		brand dilution

1 points

QUESTION 16

1. Which of the following is a contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, or characters in exchange for a negotiated fee?

   		cobranding
   		brand equity
   		brand licensing
   		brand extension
   		brand dilution

1 points

QUESTION 17

1. Which of the following holds true for geographic segmentation?

   		It refers to the segmentation of consumers based on the worth they get from products or services.
   		It refers to the segmentation of consumers based on where they live.
   		It refers to the segmentation of consumers on the basis of how consumers describe themselves.
   		It refers to the strategy of investing in retention and initiatives to retain the firm’s most profitable customers.
   		It refers to the segmentation of consumers based on easily measured, objective characteristics such as age, gender, income, and education.

1 points

QUESTION 18

1. Which of the following holds true for demographic segmentation?

   		It refers to the segmentation of consumers based on the worth they get from products or services.
   		It refers to the segmentation of consumers based on where they live.
   		It refers to the segmentation of consumers based on how consumers describe themselves.
   		It refers to the strategy of investing in retention and initiatives to retain the firm’s most profitable customers.
   		It refers to the segmentation of consumers on the basis of easily measured, objective characteristics such as age, gender, income, and education.

1 points

QUESTION 19

1. An automobile ad appeals to the rebel that is a part of every individual. It is aimed at a personality group. This is an example of:

   		geographic segmentation.
   		benefit segmentation.
   		demographic segmentation.
   		occasion segmentation.
   		psychographic segmentation.

1 points

QUESTION 20

1. The concept of being “identifiable” as a prerequisite for market segmentation refers to the fact that:

   		the customers in the segment should react similarly and positively to the firm’s offering.
   		segments should be accessible to the firms through persuasive communications and product distribution.
   		segments should be distinct from one another for the firm to be able to design products or services to meet their needs.
   		segments and their buying power should be high enough to generate substantial profits.
   		segments should overlap each other to a great extent to facilitate the easy support of marketing mix activities.

1 points

QUESTION 21

1. The concept of being “reachable” as a prerequisite for market segmentation refers to the fact that:

   		the customers in the segment should react similarly and positively to the firm’s offering.
   		segments should be accessible to the firms through persuasive communications and product distribution.
   		segments should be distinct from one another for the firm to be able to design products or services to meet their needs.
   		segments and their buying power should be high enough to generate substantial profits.
   		segments should overlap each other to a great extent to facilitate the easy support of marketing mix activities.

1 points

QUESTION 22

1. The concept of being “substantial and profitable” as a prerequisite for market segmentation refers to the fact that:

   		the customers in the segment should react similarly and positively to the firm’s offering.
   		segments should be accessible to the firms through persuasive communications and product distribution.
   		segments should be distinct from one another for the firm to be able to design products or services to meet their needs.
   		segments and their buying power should be high enough to generate substantial returns from the market.
   		segments should overlap each other to a great extent to facilitate the easy support of marketing mix activities.

1 points

QUESTION 23

1. A company launches a new bike in the market. Although it maintains the same quality as other bikes in the market, it offers a much lower price. This is an example of:

   		brand repositioning.
   		positioning.
   		perceptual mapping.
   		mass marketing.
   		micro marketing.

1 points

QUESTION 24

1. Which of the following is an example of B2B marketing?

   		a travel agency offering services such as booking tickets and hotel accommodations to clients
   		eBay offering various online auction and other services to consumers
   		an Internet services company that offers access to software applications and other services and charges on a usage basis
   		Intel selling micro processors to Dell
   		a newsstand that sells newspapers, magazines, and other items of interest to the locals

1 points

QUESTION 25

1. The largest group of purchasers of goods and services in most countries is:

   		the central government.
   		manufacturers.
   		wholesalers.
   		distributors.
   		retailers.

1 points

QUESTION 26

1. Maggie is planning to throw a party for her friends in a restaurant. She tries to recall all the restaurants that she has visited over the years and weighs the pros and cons of each of these restaurants before coming to a decision. This is an example of:

   		habitual decision making.
   		internal search for information.
   		postpurchase dissonance.
   		impulse buying.
   		external search for information.

1 points

QUESTION 27

1. Gina wants to buy a car. Before buying it, she asks her friends for their opinions, reads reviews in consumer reports, consults several websites, and visits several dealerships. This is an example of:

   		habitual decision making.
   		external search for information.
   		impulse buying.
   		internal search for information.
   		postpurchase dissonance.

1 points

QUESTION 28

1. Which of the following holds true for the term social risk?

   		It is the risk which involves the fears that consumers suffer when they worry others might not regard their purchases positively.
   		It is the risk which involves the perceived danger inherent in a poorly performing product or service.
   		It is the risk associated with the fear of an actual harm should the product not perform properly.
   		It is the risk which includes the initial cost of the purchase, as well as the costs of using the item or service.
   		It is the risk associated with the way people will feel if the product or service does not convey the right image.

1 points

QUESTION 29

1. After having eaten an Indian meal, Shane realized that what he really wanted was to have eaten a Chinese meal. This is an example of:

   		habitual decision making.
   		external search for information.
   		impulse buying.
   		internal search for information.
   		postpurchase dissonance.

1 points

QUESTION 30

1. The basic biological necessities of life, such as food, drink, rest, and shelter, relate to:

   		esteem needs.
   		functional needs.
   		safety needs.
   		physiological needs.
   		psychological needs.

1 points

QUESTION 31

1. John attends meditation classes. He believes that meditation will help him maintain a happy, satisfied outlook on life. This is an example of:

   		esteem needs.
   		functional needs.
   		physiological needs.
   		social needs.
   		safety needs.

1 points

QUESTION 32

1. A hockey equipment manufacturing company is endorsed by NHL superstars. Therefore, ice hockey fans tend to buy hockey equipment from this company. This is an example of:

   		the affective component of attitude.
   		the cognitive component of attitude.
   		the behavioural component of attitude.
   		a reference group.
   		negative word of mouth.

1 points

QUESTION 33

1. Mary usually buys a large tin of Ricoffy coffee and never considers buying any other type of coffee. Mary is indulging in:

   		habitual decision making.
   		an external search for information.
   		impulse buying.
   		an internal search for information.
   		postpurchase dissonance.

1 points

QUESTION 34

1. The term marketing research refers to:

   		a strategic way of developing a marketing plan by mixing the controllable elements.
   		an area of study concerned with managing the resources and activities of a firm.
   		a series of actions that help in enhancing the performance of firms.
   		a set of techniques for systematically collecting, recording, analyzing, and interpreting useful data.
   		a procedure that a marketer follows when developing a market plan.

1 points

QUESTION 35

1. The first step in a market research project is to:

   		design the research project.
   		analyze the data.
   		define the objectives and research needs.
   		present the action plan.
   		collect the data.

1 points

QUESTION 36

1. Which of the following is an activity in the planning phase of a marketing plan?

   		developing and implementing a marketing mix
   		evaluating the performance of a marketing strategy
   		taking corrective actions in a firm’s marketing plan
   		segmenting, targeting, and positioning a market
   		defining the mission and objectives of a business

1 points

QUESTION 37

1. Which of the following is true of the mission statement of a company?

   		It does not discuss the fundamental business issues of the company.
   		It specifically describes the financial performance of the company.
   		It is a specific description of the firm’s profits and losses.
   		It does not describe what the firm needs to do or accomplish.
   		It broadly describes the scope of activities that the company is planning to undertake.

1 points

QUESTION 38

1. A SWOT analysis is performed during the __________ phase of developing a marketing plan.

   		planning
   		execution
   		review
   		control
   		implementation