Question 1

Differences between products that are readily apparent to the consumer are known as induced differences.

Accepted Answer

A) True 
 B)False

Question 2

Consumer demand for a whole product category and not just the company's own brand is called _____ demand.

Accepted Answer

A)  primary
B)  selective
C)  perceptible
D)  collateral
E)  aggregateF) A) and D)
G) None of the above

Question 3

Marketers can obtain lists of companies in particular NAICS divisions for direct mailings.

Accepted Answer

A) True 
 B)False

Question 4

Briefly describe the 4Ps of marketing.
E.Jerome McCarthy developed a mnemonic device to help recall these four functions: product, price, place, and promotion-or the four Ps (4Ps).

Accepted Answer

Companies have many strategic options they can employ to enhance the product/service concept and effect marketing exchanges (make sales). Marketers categorize these options under four headings: (1) product, (2) price, (3) distribution, and (4) communication. The way the marketer mixes and blends these different elements creates the company's marketing strategy-often called the marketing mix. For convenience, marketing educator E. Jerome McCarthy developed a mnemonic device to help recall these four functions: product, price, place, and promotion-or the four Ps (4Ps).
Explanation: Many firms supplement (or replace) their advertising with various public relations activities such as publicity (news releases, feature stories) and special events (open houses, factory tours, VIP parties, grand openings) to inform various audiences about the company and its products and to build corporate trustworthiness and image.

Question 5

Many industrial companies market their products through reps or distributors to _____ who may use the product as a component in their own product, which is then sold to their customers.

Accepted Answer

A)  resellers
B)  brokers
C)  private labels
D)  jobber
E)  original equipment manufacturersF) A) and B)
G) All of the above

Question 6

Network marketing refers to a centrally managed distribution system that serves a group of stores or other businesses.

Accepted Answer

A) True 
 B)False

Question 7

When companies manufacture a product and sell it to resellers (distributors or dealers) , who put their own brand on the product, it is called a(n)  _____ strategy.

Accepted Answer

A)  individual branding
B)  brand licensing
C)  family branding
D)  private-labeling
E)  national brandingF) B) and E)
G) All of the above D

Question 8

During the _____ stage of the product life cycle, competitors jump into the market, but the company that established the early leadership position reaps the biggest rewards.

Accepted Answer

A)  revitalization
B)  introductory
C)  maturity
D)  growth
E)  declineF) B) and E)
G) B) and D)

Question 9

Cyber-shot, VAIO, and BRAVIA are just some of the brand names used by Sony, one of the leading manufacturers of consumer electronics, to markets its digital cameras, laptops, and LCD televisions, respectively. These are all examples of _____.

Accepted Answer

A)  Individual brands
B)  Local brands
C)  Aggregate brands
D)  Private labels
E)  Licensed brandsF) C) and D)
G) A) and D)

Question 10

In addition to tangible benefits, customers are often motivated by symbolism-what the brand name means to them, to associates, or to some social reference group.

Accepted Answer

A) True 
 B)False

Question 11

_____ segmentation refers to a way of segmenting markets by grouping consumers according to the manner in which they buy products.

Accepted Answer

A)  Geographic
B)  Demographic
C)  Geodemographic
D)  Psychographic
E)  BehavioristicF) C) and D)
G) A) and B)

Question 12

When sales volume begins to rise rapidly, the product enters the maturity stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 13

Telemarketing, a direct marketing technique, can help increase productivity through person-to-person phone contact.

Accepted Answer

A) True 
 B)False  True

Question 14

What is intensive distribution?

Accepted Answer

Soft drinks, candy, Timex watches, and o...

Question 15

_____ refers to sales promotion efforts aimed at the retail trade.

Accepted Answer

A)  Intensive distribution
B)  A pull strategy
C)  Direct marketing
D)  A push strategy
E)  Selective demandF) B) and C)
G) A) and E)

Question 16

Which of the following is an example of a people-based service?

Accepted Answer

A)  Dry cleaning
B)  DVD vending kiosks
C)  Management consulting
D)  Drive-through car washing services
E)  Automated teller machinesF) B) and D)
G) All of the above

Question 17

_____ represent(s)  the value of a brand's capital.

Accepted Answer

A)  Brand architecture
B)  Brand recall
C)  Brand elements
D)  Brand identity
E)  Brand equityF) All of the above
G) C) and D)

Question 18

Product concept refers to the way the marketer mixes and blends the 4 Ps to create the company's marketing strategy.

Accepted Answer

A) True 
 B)False

Question 19

In volume segmentation, marketers rely on user-status variables to define consumers as light, medium, or heavy users of products.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is true of the key factors influencing price?

Accepted Answer

A)  A company's objectives are not related to the price of its products.
B)  Economic conditions, government regulations and marketing costs influence product prices.
C)  When introducing a product, companies initially set a low price to attract more consumers.
D)  As the risks associated with new products diminish, consumers are no longer willing to pay high prices.
E)  In the later stages of the product life cycle, prices tend to rise.F) A) and D)
G) A) and E)

Exam 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Differences between products that are readily apparent to the consumer are known as induced differences.

Correct Answer
verified

Consumer demand for a whole product category and not just the company's own brand is called _____ demand.

Correct Answer
verified

Marketers can obtain lists of companies in particular NAICS divisions for direct mailings.

Correct Answer
verified

Briefly describe the 4Ps of marketing. E.Jerome McCarthy developed a mnemonic device to help recall these four functions: product, price, place, and promotion-or the four Ps (4Ps).

Many industrial companies market their products through reps or distributors to _____ who may use the product as a component in their own product, which is then sold to their customers.

Correct Answer
verified

Network marketing refers to a centrally managed distribution system that serves a group of stores or other businesses.

Correct Answer
verified

When companies manufacture a product and sell it to resellers (distributors or dealers) , who put their own brand on the product, it is called a(n) _____ strategy.

Correct Answer
verified
D

During the _____ stage of the product life cycle, competitors jump into the market, but the company that established the early leadership position reaps the biggest rewards.

Correct Answer
verified

Cyber-shot, VAIO, and BRAVIA are just some of the brand names used by Sony, one of the leading manufacturers of consumer electronics, to markets its digital cameras, laptops, and LCD televisions, respectively. These are all examples of _____.

Correct Answer
verified

In addition to tangible benefits, customers are often motivated by symbolism-what the brand name means to them, to associates, or to some social reference group.

Correct Answer
verified

_____ segmentation refers to a way of segmenting markets by grouping consumers according to the manner in which they buy products.

Correct Answer
verified

When sales volume begins to rise rapidly, the product enters the maturity stage of the product life cycle.

Correct Answer
verified

Telemarketing, a direct marketing technique, can help increase productivity through person-to-person phone contact.

Correct Answer
verified
True

What is intensive distribution?

Correct Answer
verified
Soft drinks, candy, Timex watches, and o...
View Answer

_____ refers to sales promotion efforts aimed at the retail trade.

Correct Answer
verified

Which of the following is an example of a people-based service?

Correct Answer
verified

_____ represent(s) the value of a brand's capital.

Correct Answer
verified

Product concept refers to the way the marketer mixes and blends the 4 Ps to create the company's marketing strategy.

Correct Answer
verified

In volume segmentation, marketers rely on user-status variables to define consumers as light, medium, or heavy users of products.

Correct Answer
verified

Which of the following is true of the key factors influencing price?

Correct Answer
verified

Exam 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Differences between products that are readily apparent to the consumer are known as induced differences.

Correct AnswerverifiedShow Answer

Consumer demand for a whole product category and not just the company's own brand is called _____ demand.

Correct AnswerverifiedShow Answer

Marketers can obtain lists of companies in particular NAICS divisions for direct mailings.

Correct AnswerverifiedShow Answer

Briefly describe the 4Ps of marketing. E.Jerome McCarthy developed a mnemonic device to help recall these four functions: product, price, place, and promotion-or the four Ps (4Ps).

Many industrial companies market their products through reps or distributors to _____ who may use the product as a component in their own product, which is then sold to their customers.

Correct AnswerverifiedShow Answer

Network marketing refers to a centrally managed distribution system that serves a group of stores or other businesses.

Correct AnswerverifiedShow Answer

When companies manufacture a product and sell it to resellers (distributors or dealers) , who put their own brand on the product, it is called a(n) _____ strategy.

Correct AnswerverifiedD

During the _____ stage of the product life cycle, competitors jump into the market, but the company that established the early leadership position reaps the biggest rewards.

Correct AnswerverifiedShow Answer

Cyber-shot, VAIO, and BRAVIA are just some of the brand names used by Sony, one of the leading manufacturers of consumer electronics, to markets its digital cameras, laptops, and LCD televisions, respectively. These are all examples of _____.

Correct AnswerverifiedShow Answer

In addition to tangible benefits, customers are often motivated by symbolism-what the brand name means to them, to associates, or to some social reference group.

Correct AnswerverifiedShow Answer

_____ segmentation refers to a way of segmenting markets by grouping consumers according to the manner in which they buy products.

Correct AnswerverifiedShow Answer

When sales volume begins to rise rapidly, the product enters the maturity stage of the product life cycle.

Correct AnswerverifiedShow Answer

Telemarketing, a direct marketing technique, can help increase productivity through person-to-person phone contact.

Correct AnswerverifiedTrue

What is intensive distribution?

Correct AnswerverifiedSoft drinks, candy, Timex watches, and o...View AnswerShow Answer

_____ refers to sales promotion efforts aimed at the retail trade.

Correct AnswerverifiedShow Answer

Which of the following is an example of a people-based service?

Correct AnswerverifiedShow Answer

_____ represent(s) the value of a brand's capital.

Correct AnswerverifiedShow Answer

Product concept refers to the way the marketer mixes and blends the 4 Ps to create the company's marketing strategy.

Correct AnswerverifiedShow Answer

In volume segmentation, marketers rely on user-status variables to define consumers as light, medium, or heavy users of products.

Correct AnswerverifiedShow Answer

Which of the following is true of the key factors influencing price?

Correct AnswerverifiedShow Answer

Correct Answer
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D

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True

Correct Answer
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Soft drinks, candy, Timex watches, and o...
View Answer

Correct Answer
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