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MKG 420 Midterm Exam With Complete Solution
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MKG 420 Midterm Exam WithComplete Solution
When a company deliberately coordinates and integrates messages from a
variety of sources about its products or brands, it is practicing _____. -
ANSWER Integrated Marketing Communications
To succeed, companies must focus on managing loyalty among carefully
chosen customers and stakeholders because: - ANSWER No amount of
advertising can win back a customer lost from shoddy products or poor
service
In a(n) _____, a salesperson sells products and encourages customers to call if
they encounter any problems. - ANSWER Reactive Relationship
In a(n) _____, the company works continuously with customers (and other
stakeholders) to discover ways to deliver better value. - ANSWER Partnership
Which is true about a company's stakeholders? - ANSWER There is often
significant overlap in stakeholder roles.
According to Nowak and Phelps, which of the following tactics does the IMC
approach focus on? - ANSWER Less emphasis on advertising via the mass
media
Ensuring the various marketing mix elements such as advertising
direct-response, sales promotions, and the like, work together is referred to
as _____. - ANSWER Coordinated Marketing Communications
_____ messages often have the least impact because they are seen as
,self-serving. - ANSWER Planned
According to the integration triangle, what is a "say" messages? - ANSWER
Planned messages
_____ is the structured and composed nonpersonal communication of
information, usually paid for and usually persuasive in nature, about
products by identified sponsors through various media. - ANSWER
Advertising
The company that is advertising a product or idea is known as the _____. -
ANSWER Sponsor
The _____, who are addressed by the ad's spokesperson, are not real. -
ANSWER Implied
A horse stable operator comes across an ad for a worming medicine in the
local newspaper. He decides to call the toll-free number provided in the ad to
see if the company can deliver 40 doses of its worming medicine before
Saturday morning. In the context of the advertising, this is a form of _____. -
ANSWER Feedback
A firm's marketing activities are always aimed at a particular segment of the
population called the _____. - ANSWER Target market
______ advertising is aimed at people who buy the product for their own or
someone else's use. - ANSWER Consumer
Some products are publicized using _____, in which an ad claims the product is
equal in quality to higher priced brands. - ANSWER Price advertising
Fresh Zone is a supermarket based in New York that has branches in two
other states, Ohio and Illinois. It uses _____, in which ads are placed in the
,local media or territorial editions of the national media. - ANSWER Regional
advertising
Retailers that sell within one small trading area typically use _____ advertising
often placed in direct mail. - ANSWER Local
In order to convey the benefits of sponsorship to a potential sponsor, a
rodeo show would most likely use _____. This enables the marketer to answer
the prospect's questions on the spot. - ANSWER Personal selling
The drawback to personal selling is _____. - ANSWER Its high cost
An ad promoting a company's mission or philosophy is called _____. -
ANSWER Nonproduct advertising
Which of the following types of advertising is considered good at creating
awareness and credibility for a business firm at relatively low cost? - ANSWER
Public relations advertising
Which of the following is an assumption that characterizes a free-market
economy? - ANSWER Self-interest
During the _____, the Chinese invented paper and Gutenberg invented the
printing press in Germany. - ANSWER Pre-industrial age
Which famous English literary figure's observation that advertisements were
so numerous that they were "negligently perused" and that it had become
necessary to gain attention "by magnificence of promise", led to the
beginning of puffery in advertising? - ANSWER Samuel Johnson
In the context of early advertising, the invention of the _____ made
advertising via posters, handbills, and signs possible. - ANSWER Printing
Press
, In the industrial age, fresh mass markets developed for new and inexpensive
brands of luxury and convenience goods called _____. - ANSWER Consumer
packaged goods
An ad in a fitness magazine offered a 30-day, free, at-home trial of an
exercise bicycle with free shipping, and the option of returning the bicycle if
the customer was not satisfied with it. The primary function of the ad was to:
- ANSWER Induce customers to try the bicycle
During the 1800s, wholesalers placed ads in publications called _____ that
informed retailers about the sources of supply and shipping schedules for
commodities - ANSWER Price currents
Scientific Advertising, the bible of the era of salesmanship in the 1920s, was
written by _____. - ANSWER Claude Hopkins
What is an example of product differentiation? - ANSWER A manufacturer of
cosmetics trying to portray that its brands are not only different from its
competitors but also superior in terms of quality and variety
Which of the following strategies best describes a company's efforts to slow
the demand for cigarettes through public service messages? - ANSWER
Demarketing
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