Question 1

Initially, Flash Parcel Service (FPS)  built its advertising campaign around the slogan, "Our business quality speaks the language of speed." Back then, the company was trying to make the customers aware of the speed with which it delivers the service. Later, FPS modified its slogan and designed new ads to make customers aware of the different aspects of its delivery such as reliability, cost-efficiency, and punctuality. By moving away from promoting itself as simply a parcel delivery company, FPS has:

Accepted Answer

A)  used a repositioning strategy.
B)  employed product class positioning.
C)  engaged in positioning with cultural symbols.
D)  adopted an undifferentiated strategy.
E)  employed geographic segmentation.

Question 2

_____ is defined as something unique or special a firm possesses or does that gives it an edge over other firms in a similar industry.

Accepted Answer

A)  Competitor indexing
B)  Switch marketing
C)  Competitive advantage
D)  Marketing-stub
E)  Bait marketing

Question 3

Degree of usage as a basis of segmentation is best reflected by:

Accepted Answer

A)  the VALS principle.
B)  the iceberg principle.
C)  the mirror image rule.
D)  the rule of equity.
E)  the 80-20 rulE.Degree of use relates to the fact that a few consumers may buy a disproportionate amount of many products or brands.Industrial marketers refer to the 80-20 rule, meaning 20 percent of their buyers account for 80 percent of their sales volume.

Question 4

Segmenting the market based on consumers' product or brand usage and the degree of use is an example of behavioristic segmentation.

Accepted Answer

A) True 
 B)False

Question 5

Premium Sports Apparels came up with an ad for shorts which is specially designed for athletes. The ad which was featured in a sports magazine shows how these shorts do not shrink over time and are made of a light fabric that helps keep the wearer dry and cool. With respect to positioning strategies, the company is using positioning by:

Accepted Answer

A)  product user.
B)  product demographics.
C)  cultural symbols.
D)  product class.
E)  distribution intensity.

Question 6

The first step in the target marketing process is to:

Accepted Answer

A)  develop positioning strategies.
B)  request government approval.
C)  determine whether to use a market segmentation strategy or a mass marketing strategy.
D)  identify markets with unfulfilled needs.
E)  develop new products.

Question 7

Brown's Foods determined that Southerners preferred milder mustard than those in the Northeast. This led the company to develop a new "Southern Style Mustard." This strategy best exemplifies:

Accepted Answer

A)  geographic segmentation.
B)  lifestyle segmentation.
C)  socioeconomic segmentation.
D)  demographic segmentation.
E)  usage segmentation.

Question 8

Which of the following best defines branding?

Accepted Answer

A)  It involves creating new product lines within a company in order to expand and develop the company's product portfolio.
B)  It includes making use of more than one marketing channel to reach a huge number of customers and to cover a large geographical area.
C)  It primarily involves marketing through a mobile device which assists the customers with personalized information.
D)  It features building and maintaining a favorable identity and image of the company and/or its products or services in the mind of the consumer.
E)  It involves taking the help of commercial market research agents to conduct a thorough market research before entering a market with unique products.

Question 9

Momentum, a car manufacturer, positions one of its convertible as "the best natural tanning tool known to man." This scenario would reflect a positioning strategy based on:

Accepted Answer

A)  product attributes and benefits.
B)  cultural symbols.
C)  product user.
D)  price/quality.
E)  product class.

Question 10

Brand equity refers to the tangible assets earned through a product's functional purpose.

Accepted Answer

A) True 
 B)False

Question 11

The fact that some consumers want flavored bottled water and others want it with added minerals provides an opportunity for _____ segmentation.

Accepted Answer

A)  socioeconomic
B)  benefit
C)  geographic
D)  psychographic
E)  demographic

Question 12

_____ are sets of interdependent organizations involved in the process of making a product or service available for consumption.

Accepted Answer

A)  Marketing channels
B)  Marketing segments
C)  Marketing facilitators
D)  Marketing sectors
E)  Marketing programs

Question 13

_____ is a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands.

Accepted Answer

A)  Matrix analysis
B)  Micro analysis
C)  Situation analysis
D)  Opportunity analysis
E)  Competitive analysis

Question 14

With respect to the market coverage alternatives, _____ involves developing separate marketing strategies for a number of segments.

Accepted Answer

A)  differentiated marketing
B)  undifferentiated marketing
C)  concentrated marketing
D)  buzz marketing
E)  B to B marketing

Question 15

Which of the following is a primary variable defined in psychographic segmentation?

Accepted Answer

A)  Lifecycles
B)  Income
C)  Education
D)  Life stage
E)  Gender

Question 16

Dividing the market on the basis of personality and/or lifestyles is referred to as _____.

Accepted Answer

A)  geographic segmentation
B)  demographic segmentation
C)  psychographic segmentation
D)  socio economic segmentation
E)  behavioral segmentation

Question 17

The marketing mix variable that deals with what a consumer must give up in order to purchase a product or service is _____.

Accepted Answer

A)  packaging
B)  price
C)  promotion
D)  distribution
E)  production

Question 18

Flash Parcel Service (FPS)  built its advertising campaign around the slogan, "Our business quality speaks the language of speed." The company positioned its services based on the speed with which it delivers the service. With respect to the positioning strategies, this positioning strategy of FPS is based on:

Accepted Answer

A)  cultural symbols.
B)  demographics.
C)  product class.
D)  product attributes.
E)  socioeconomics.

Question 19

Which of the following marketing mix elements is best referred to as a bundle of benefits or values that satisfies the needs of consumers?

Accepted Answer

A)  Price
B)  Promotion
C)  People
D)  Product
E)  Process

Question 20

With respect to psychographic segmentation of markets, AIO stands for:

Accepted Answer

A)  activities, innovation, and opinions.
B)  activities, interests, and opportunities.
C)  activities, innovations, and opportunities.
D)  activities, interests, and opinions.
E)  actions, interests, and opinions.

Exam 2: The Role of IMC in the Marketing Process

With respect to the market coverage alternatives, _____ involves developing separate marketing strategies for a number of segments.

Correct Answer
verified

Brown's Foods determined that Southerners preferred milder mustard than those in the Northeast. This led the company to develop a new "Southern Style Mustard." This strategy best exemplifies:

Correct Answer
verified

Segmenting the market based on consumers' product or brand usage and the degree of use is an example of behavioristic segmentation.

Correct Answer
verified

With respect to psychographic segmentation of markets, AIO stands for:

Correct Answer
verified

Degree of usage as a basis of segmentation is best reflected by:

Correct Answer
verified

Brand equity refers to the tangible assets earned through a product's functional purpose.

Correct Answer
verified

Correct Answer
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Which of the following marketing mix elements is best referred to as a bundle of benefits or values that satisfies the needs of consumers?

Correct Answer
verified

Which of the following best defines branding?

Correct Answer
verified

Momentum, a car manufacturer, positions one of its convertible as "the best natural tanning tool known to man." This scenario would reflect a positioning strategy based on:

Correct Answer
verified

The first step in the target marketing process is to:

Correct Answer
verified

Correct Answer
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The marketing mix variable that deals with what a consumer must give up in order to purchase a product or service is _____.

Correct Answer
verified

Correct Answer
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The fact that some consumers want flavored bottled water and others want it with added minerals provides an opportunity for _____ segmentation.

Correct Answer
verified

Which of the following is a primary variable defined in psychographic segmentation?

Correct Answer
verified

_____ are sets of interdependent organizations involved in the process of making a product or service available for consumption.

Correct Answer
verified

_____ is defined as something unique or special a firm possesses or does that gives it an edge over other firms in a similar industry.

Correct Answer
verified

Dividing the market on the basis of personality and/or lifestyles is referred to as _____.

Correct Answer
verified

_____ is a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands.

Correct Answer
verified

Exam 2: The Role of IMC in the Marketing Process

With respect to the market coverage alternatives, _____ involves developing separate marketing strategies for a number of segments.

Correct AnswerverifiedShow Answer

Brown's Foods determined that Southerners preferred milder mustard than those in the Northeast. This led the company to develop a new "Southern Style Mustard." This strategy best exemplifies:

Correct AnswerverifiedShow Answer

Segmenting the market based on consumers' product or brand usage and the degree of use is an example of behavioristic segmentation.

Correct AnswerverifiedShow Answer

With respect to psychographic segmentation of markets, AIO stands for:

Correct AnswerverifiedShow Answer

Degree of usage as a basis of segmentation is best reflected by:

Correct AnswerverifiedShow Answer

Brand equity refers to the tangible assets earned through a product's functional purpose.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following marketing mix elements is best referred to as a bundle of benefits or values that satisfies the needs of consumers?

Correct AnswerverifiedShow Answer

Which of the following best defines branding?

Correct AnswerverifiedShow Answer

Momentum, a car manufacturer, positions one of its convertible as "the best natural tanning tool known to man." This scenario would reflect a positioning strategy based on:

Correct AnswerverifiedShow Answer

The first step in the target marketing process is to:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The marketing mix variable that deals with what a consumer must give up in order to purchase a product or service is _____.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The fact that some consumers want flavored bottled water and others want it with added minerals provides an opportunity for _____ segmentation.

Correct AnswerverifiedShow Answer

Which of the following is a primary variable defined in psychographic segmentation?

Correct AnswerverifiedShow Answer

_____ are sets of interdependent organizations involved in the process of making a product or service available for consumption.

Correct AnswerverifiedShow Answer

_____ is defined as something unique or special a firm possesses or does that gives it an edge over other firms in a similar industry.

Correct AnswerverifiedShow Answer

Dividing the market on the basis of personality and/or lifestyles is referred to as _____.

Correct AnswerverifiedShow Answer

_____ is a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands.

Correct AnswerverifiedShow Answer

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