MKTG 3690: Midterm Exam Review Questions & Answers 2023/2024
_____ relates to the image of a product and or brand relative to competing products or brands. - ANSWER-Positioning
Price, product, place, and promotion together from the: - ANSWER-Marketing mix
_____ are the major participants i...
MKTG 3690: Midterm Exam Review
Questions & Answers 2023/2024
_____ relates to the image of a product and or brand relative to competing products or brands. -
ANSWER-Positioning
Price, product, place, and promotion together from the: - ANSWER-Marketing mix
_____ are the major participants in the integrated marketing communications process who pay for
advertising campaigns and promotions. - ANSWER-Clients
Which of the following is the first stage of the consumer decision-making process? - ANSWER-Problem
recognition
According to Abraham Maslow's hierarchy of needs, the most basic level of needs is: - ANSWER-
Physiological needs.
According to the market coverage alternatives, _____ involves ignoring segment differences and offering
just one product or service for the entire market. - ANSWER-Undifferentiated marketing
Traditionally, which of the following has been considered an element of the promotional mix? - ANSWER-
Direct marketing
Which of the following is true of perception? - ANSWER-Perception is an individual process.
A company often uses a decentralized organizational system when: - ANSWER-It has multiple divisions
and many different products.
The primary goal of an integrated marketing communications program is to - ANSWER-Have a company's
entire marketing and promotional activities project a consistent, unified image to its customers.
, _____ is a detailed assessment of the current marketing conditions facing the company, its product lines,
or its individual brands. - ANSWER-Situation analysis
Delish Inc., a food manufacturer, introduced an instant soup specially designed for and advertised in the
colder regions of Asia and Europe. This is an example of - ANSWER-Geographic segmentation
Which of the following is true of advertising as a form of promotion? - ANSWER-Low cost per contact
A dog that salivates during feeding time does so due to an innate reflex reaction. According to the
conditioning theory in relation to this scenario, food will be considered as a(n) _____. - ANSWER-
Unconditioned stimulus
The market segmentation process: - ANSWER-Divides a market into distinct groups that will respond
similarly to marketing actions.
_____ is the process by which a source perceived by a receiver as having high power can influence the
receiver's behavior. - ANSWER-Compliance
According to DAGMAR, the basic function of advertising is to: - ANSWER-Communicate
Mellow Inc., a manufacturer of toiletry products, believes commercials for toiletries are processed
primarily through a peripheral processing route. Which of the following advertising strategies should
Mellow use? - ANSWER-Ads that use popular celebrity endorsers such as movie stars and sports
personalities.
Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process. -
ANSWER-Behavioral
An advertisement for Flora Gardening Supplies begins with a discussion of how beautiful and enjoyable
gardens can be. It ends with the directive to visit the company website and guarantees that the online
experience will convince consumers to buy the company's products. By placing the strongest point at the
end of the ad, Flora is hoping to benefit from the: - ANSWER-Recency effect.
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