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Exam 3; Review 43Questions with
correct answer from lecture.
When Coca Cola brand ambassadors pass out free mini cans of Coca Cola outside the Tate Center, what
form of communication are they engaged in? - correct answer Sales Promotion
Which budgeting method includes reverse logic where the only way advertising funds increase is after
sales increase? - correct answer Percentage of sales method
The Charmin Bear could not be used in the communication strategy that P&G used in China because of its cultural significance. Therefore, the company changed the icon, while keeping the product the same.
This approach is known as? - correct answer Glocalization
Because of the variability, perishability, intangibility, and heterogeneous aspects of services, the
marketing mix for services (the 4 P's) must change. True or False - correct answer True
Polo Ralph Lauren announced plans to launch a restaurant chain. They will target new customers for its restaurant chain. Since this was Polo's first venture into the restaurant industry, it would be an example
of: - correct answer Diversification
Since 1960, the United States has limited the amount of almonds that can be imported to 1.5 million pounds a year. This is only about one-tenth of all domestic edible almonds in the United States. This
limitation is an example of an - correct answer Quota
Old Navy advertises all during the year, but increases its advertising in summer and Christmas shopping
months. Old Navy is using _______________ scheduling method. - correct answer Pulsing
Campbell's a manufacturer of soup, dip, gravy, mixes, printed on-package recipes, gave out coupons to existing customers, and created a recipe book that could be ordered through three UPC codes from three different Campbell's products. All of these activities would be representative of a _________
strategy (getting existing customers to purchase/use more of an existing product) - correct
answer Market penetration
Discover offers a pre-loaded credit card to thirteen to twenty two years olds looking to make online purchases, While Discovery previously marketed credit cards only to adults, this (12-22 year old segment) was a market that was not being served. The new Discover card program is an example of a
________ strategy. (new market, existing product) - correct answer Market Development
When my daughter fills out the form inside the cereal box for a chance to win a free Disney vacation, and places the postage paid form in the mailbox, she has participated in what form of sales promotion? -
correct answer sweepstakes
If Firehouse Subs made the decision to close the Athens stores and all other stores in Northeast Georgia,
but they decided to keep the SC stores open, what consolidation strategy are they following? - correct
answer Retrenchment
When Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 20, the frequency was 4, and the competitive parity was 10. The gross rating points for her
firm's campaign were - correct answer 80
Using the ________ method for setting the Integrated Marketing Communications budget the advertiser. 1) established objectives, 2) determines specific tasks, and 3) estimates costs associated with
those tasks - correct answer Objective-and-task
When celebrities wear designers' clothing at awards shows and other high-profile events, this is a part of
the _______________ for the designers communication/ - correct answer Public relations
When an advertiser targeting young kids shows the same commercial 3 times during a 30 minute
television show, the advertiser is tapping into _____________. Reach or Frequency? - correct
answer Frequency
When a motorbike brand slashed the price of its motorbikes at the end of the year so the company could lead the industry in sales, they are driven by what type of pricing objective? Sales-oriented, Profit-
oriented, or Status-quo - correct answer Sales
You have just started driving for Uber. You strive for an image of quality and comfort. Your Uber car is always spotlessly clean on the inside, freshly waxed, and stocked with tissues, charging outlets, and a television. You are always immaculately dressed and you hold the door open for patrons entering and
leaving. Your promotional strategy is stressing promotional - correct answer Tangible cues
Gillette has a website designed to help customers with product questions. While at the web site, current customers can request free samples of new Gillette products. It also offers a feature that allows customers to buy an assortment hamper of new Gillette products for less than $10. This is an example of how a company can implement a ______ strategy. (focused on current customers and new products) -
correct answer New product development
Ritz Carlton's credo (the care and comfort of our guests is our highest mission....), its competitive
advantage based on ___________ excellence. - correct answer Customer
When a medical provider shows that he/she is genuinely cares about your health. He/she is tapping into
what aspect of services? - correct answer Empathy
The Mexican magazine industry accused U.S. magazine publishers of ______, selling the magazines in
Mexico at a lower price than the U.S. - correct answer Dumping
By defining its business as "writing instruments" instead of "promoting creativity," a pen/pencil
manufacturing company would more than likely expierence - correct answer Marketing myopia
Marketing is anticipating the needs of targeted customers and satisfying needs through the marketing
mix to create an immediate exchange and a long-term relationship. True or False - correct
answer True
Thomas Long Company is best known for printing checks. Its financial solutions division develops software for mortgage companies. This division is currently producing much less than the desired level of profitability in what has been identified as high-growth industry. According to the portfolio matrix,
Long would label its Financial Solutions as a(n) - correct answer Problem child/question mark
The fundamental goal of marketers when creating goods, services, or combinations of both is to create
value. True or False - correct answer True
When a child listens to his/her dentist confidentially use medical terminology to describe the child's diagnosis the child may perceive that the dentist knows what they are talking about and thus rank the
dentist high on the ________ service quality dimension - correct answer Assurance
Patents on sinus headache medications give the pharmaceutical companies that own the patents an
_______ for 10 years until the patent expires. - correct answer Sustainable competitive advantage
To enter the Australian market an international accounting company, purchased an existing Australian accounting firm. The international accounting company entered the Australian market through the use
of ______ - correct answer Direct investment
Roughly 20% of a firm's customers purchase 80 percent of the sales volume of the product. This is why companies want more customers using loyalty cards and participating in loyalty programs. True or False
- correct answer True In terms of Hofstede's dimensions by which countries' sociocultural factors differ, _____________ refers
to the willingness to accept social inequality as natural - correct answer Power distance
While at elements of the marketing mix contribute in some way to value, which part of the marketing
mix is specifically responsible for communicating value? Product, price place or promotion - correct
answer Promotion
What is the most expensive form of communication? - correct answer Professional selling
You see an ad for Planter's peanuts that says this is the brand that your great grandparents bought, and this is the brand that your grandparents bought and also your parents. Planter's is most likely using what
type of emotional appeal? - correct answer Nostalgia
