Question 1

​__________ involves evaluating each market segments attractiveness and selecting one or more segments to enter.

Accepted Answer

Market targeting ?

Question 2

Regardless of the size of the​ budget, to​ succeed, advertising must engage consumers and​ __________.

Accepted Answer

communicate well

Question 3

The first task for a communicator in preparing marketing communications is to​ __________.

Accepted Answer

identify the target audience

Question 4

Engaging customers and managing profitable customer relationships is the simplest definition of​ ________.

Accepted Answer

marketing

Question 5

Manny is willing to exert special effort to find a valuable and rare 1960 baseball card featuring the famous New York​ Yankee, Mickey Mantle. This baseball card would be classified as​ a(n) ______ product.

Accepted Answer

specialty

Question 6

What is the first thing a company does when analyzing​ competitors?

Accepted Answer

Identify the​ company's competitors

Question 7

__________ uses​ buyers' perceptions of value as the key to pricing.

Accepted Answer

Customer valuebased pricing

Question 8

What is the goal of integrated marketing​ communications?

Accepted Answer

To build​ clear, consistent, and compelling company and brand messages

Question 9

To build​ clear, consistent, and compelling company and brand messages

Accepted Answer

To create superior customer value

Question 10

What is​ positioning?

Accepted Answer

Arranging for a market offering to occupy a​ clear, distinctive, and desirable place relative to competing products in the minds of target consumers

Question 11

Retailers such as​ Kohl's and JC Penney charge higher prices on an everyday​ basis, but run frequent promotions to lower prices temporarily on selected items. This is an example of​ __________.

Accepted Answer

high-low pricing ?

Question 12

Despite its potential​ strengths, public relations is occasionally described as a marketing stepchild because of all of the following reasons EXCEPT​ __________.

Accepted Answer

PR practitioners are interested in customer engagement and relationships.

Question 13

Internal factors that affect pricing include​ ________.

Accepted Answer

the​ company's overall marketing​ strategy, objectives, and marketing mix ?

Question 14

Mary is hungry and chooses to go to McDonalds for a salad.​ Mary's hunger is a​ _____ and her choice of a salad is a​ _____.

Accepted Answer

need; want

Question 15

When consumers engage in​ ________ buying​ behavior, they go through a learning​ process, so it is most important that marketers understand information gathering and evaluation behavior.

Accepted Answer

complex

Question 16

Red Bull has created​ "The Wings​ Team," a group of​ brand ambassadors who connect with fans at events and through content showing their extreme and active lifestyles. This is an example of using​ __________ as a personal communication channel.

Accepted Answer

buzz marketing

Question 17

Blood donations to the Red Cross are considered​ __________ products.

Accepted Answer

unsought

Question 18

Which of the following forms of products are considered as​ services?

Accepted Answer

Airline travel

Question 19

__________ advertising is more suitable for mature products.

Accepted Answer

Reminder

Question 20

​________ is the promotion mix tool that consists of any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor.

Accepted Answer

Advertising

Question 21

The amount of money charged for a product or service is its​ ______.

Accepted Answer

price

Question 22

Which of the following statements about market offerings is​ correct?

Accepted Answer

Market offerings are a combination of​ products, services,​ information, or experiences.

Question 23

The five As of the customer journey are​ ________.

Accepted Answer

awareness, appeal,​ ask, act, advocacy

Question 24

A winning strategy for competitive positioning in which the company concentrates on creating a product line and marketing program so that it comes across as the class leader in the industry is referred to as​ __________.

Accepted Answer

differentiation

Question 25

Materials and​ parts, capital​ items, and supplies are services or groups of​ _____ products.

Accepted Answer

industrial

Question 26

A​ brand's __________ involves the set of benefits or values it promises to deliver to consumers.

Accepted Answer

value proposition

Question 27

What is the purpose of a value​ proposition?

Accepted Answer

To differentiate and position a market offering in the marketplace

Question 28

Many marketers today​ create, inspire, and share brand messages and conversations with customers across a mix of communication channels. In this regard they view themselves as​ __________.

Accepted Answer

content marketing managers

Question 29

How is price determined using​ cost-plus pricing?

Accepted Answer

The price is set by adding a standard markup to the cost of the product.

Question 30

Which of the following statements does NOT describe​ price?

Accepted Answer

Price is the only element in the marketing mix that represents costs.

Question 31

__________ is the promotion mix tool that consists of​ short-term incentives to encourage the purchase or sale of a product or service.

Accepted Answer

Sales promotion

Question 32

Luxury automobile manufacturers typically add​ quality, services, and other features to differentiate their offers and thus support their higher price. This is an example of​ __________.

Accepted Answer

value-added pricing

Question 33

The primary goal of consistently delivering superior value is to​ ________.

Accepted Answer

build profitable customer relationships

Question 34

When a firm starts up or buys a business outside of its current product line and​ markets, it is pursuing which growth​ strategy?

Accepted Answer

Diversification

Question 35

The step in designing a customer valuedriven marketing strategy in which a company divides a market into distinct groups of buyers is known as market​ __________.

Accepted Answer

segmentation

Question 36

Mission statements should be defined in terms of satisfying basic customer needs. In other​ words, they should be​ __________.

Accepted Answer

market oriented

Question 37

__________ and​ __________ are core PR strengths and that plays well into the use of​ online, mobile, and social media.

Accepted Answer

__________ and​ __________ are core PR strengths and that plays well into the use of​ online, mobile, and social media.

Question 38

Which of the following statements about setting an advertising budget is​ correct?

Accepted Answer

New products typically need relatively large advertising budgets to build awareness and to gain consumer trial.

Question 39

​___________ is at the core of any marketing strategy.

Accepted Answer

Customer value and relationships

Question 40

Services cannot be​ seen, tasted,​ felt, heard, or smelled before they are bought. In other​ words, services are​ __________.

Accepted Answer

intangible

Question 41

Specific promotional tools used in​ ________ include​ stories, sponsorships,​ events, and webpages.

Accepted Answer

public relations ?

Question 42

Typically, consumers put in minimum time and effort when buying products such as laundry​ detergent, candy, and fast food. These types of goods are classified as​ __________ products.

Accepted Answer

convenience

Question 43

To which category of the marketing communication mix do sales​ presentations, trade​ shows, and incentive programs​ belong?

Accepted Answer

Personal selling

Question 44

On a​ break-even chart, the​ break-even volume is located​ __________.

Accepted Answer

at the intersection of total revenue and total costs

Question 45

Marketing management must first​ __________ when developing an advertising program.

Accepted Answer

set advertising objectives

Question 46

Which of the following correctly defines a​ product?

Accepted Answer

A product is anything offered to a market that might satisfy a need or want.

Question 47

Word-of-mouth influence and buzz marketing are both examples of​ __________.

Accepted Answer

personal communication channels

Question 48

Advertising objectives can be classified based on their primary purpose. What are the three​ purposes?

Accepted Answer

To​ inform, persuade, or remind

Question 49

What does a company do to start the strategic planning​ process?

Accepted Answer

Define its overall purpose and mission.

Question 50

Which of the following correctly defines the consumer​ market?

Accepted Answer

Individuals and households that buy goods and services for personal consumption

Question 51

________ consists of activities designed to engage and build good relations with the​ company's various publics.

Accepted Answer

Public relations

Question 52

One important consideration in using a differentiated targeting strategy is that​ ________.

Accepted Answer

it can increase costs

Question 53

The key element of successful marketing today is to​ __________.

Accepted Answer

create value

Question 54

The basic concept underlying marketing is that of​ __________.

Accepted Answer

customer needs

Question 55

New, premium movie theaters offer features such as online reserved​ seating, high-backed leather executive chairs with armrests and​ footrests, for which they charge a higher price. This is an example of which type of​ pricing?

Accepted Answer

Value-added pricing

Question 56

According to the​ text, which customer and competitor orientation should companies today​ practice?

Accepted Answer

Market-centered

Question 57

Every great advertising campaign starts with a unique​ __________.

Accepted Answer

brand message

Question 58

Any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor is considered​ __________.

Accepted Answer

advertising

Question 59

Which factor sets the floor on setting a​ product's price?

Accepted Answer

Product costs

Question 60

What does a market segment consist​ of?

Accepted Answer

A group of consumers who respond to the marketing effort in the same way

Question 61

Which targeting strategy focuses on common consumer​ needs, as opposed to different​ needs?

Accepted Answer

Mass marketing

Question 62

The first step to a successful​ value-driven marketing strategy is to determine whom to serve with a market offering. To make this​ decision, marketers engage in which two​ activities?

Accepted Answer

Segmenting and targeting

Question 63

When does persuasive advertising become comparative​ advertising?

Accepted Answer

When a company directly or indirectly compares its brand to others

Question 64

To bring the message strategy to life in a distinctive and memorable​ way, advertisers develop what is known as the​ "big idea". This big idea becomes the​ __________.

Accepted Answer

creative concept

Question	Answer
__________ involves evaluating each market segments attractiveness and selecting one or more segments to enter.	Market targeting ?
Regardless of the size of the budget, to succeed, advertising must engage consumers and __________.	communicate well
The first task for a communicator in preparing marketing communications is to __________.	identify the target audience
Engaging customers and managing profitable customer relationships is the simplest definition of ________.	marketing
Manny is willing to exert special effort to find a valuable and rare 1960 baseball card featuring the famous New York Yankee, Mickey Mantle. This baseball card would be classified as a(n) ______ product.	specialty
What is the first thing a company does when analyzing competitors?	Identify the company's competitors
__________ uses buyers' perceptions of value as the key to pricing.	Customer valuebased pricing
What is the goal of integrated marketing communications?	To build clear, consistent, and compelling company and brand messages
To build clear, consistent, and compelling company and brand messages	To create superior customer value
What is positioning?	Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
Retailers such as Kohl's and JC Penney charge higher prices on an everyday basis, but run frequent promotions to lower prices temporarily on selected items. This is an example of __________.	high-low pricing ?
Despite its potential strengths, public relations is occasionally described as a marketing stepchild because of all of the following reasons EXCEPT __________.	PR practitioners are interested in customer engagement and relationships.
Internal factors that affect pricing include ________.	the company's overall marketing strategy, objectives, and marketing mix ?
Mary is hungry and chooses to go to McDonalds for a salad. Mary's hunger is a _____ and her choice of a salad is a _____.	need; want
When consumers engage in ________ buying behavior, they go through a learning process, so it is most important that marketers understand information gathering and evaluation behavior.	complex
Red Bull has created "The Wings Team," a group of brand ambassadors who connect with fans at events and through content showing their extreme and active lifestyles. This is an example of using __________ as a personal communication channel.	buzz marketing
Blood donations to the Red Cross are considered __________ products.	unsought
Which of the following forms of products are considered as services?	Airline travel
__________ advertising is more suitable for mature products.	Reminder
________ is the promotion mix tool that consists of any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.	Advertising
The amount of money charged for a product or service is its ______.	price
Which of the following statements about market offerings is correct?	Market offerings are a combination of products, services, information, or experiences.
The five As of the customer journey are ________.	awareness, appeal, ask, act, advocacy
A winning strategy for competitive positioning in which the company concentrates on creating a product line and marketing program so that it comes across as the class leader in the industry is referred to as __________.	differentiation
Materials and parts, capital items, and supplies are services or groups of _____ products.	industrial
A brand's __________ involves the set of benefits or values it promises to deliver to consumers.	value proposition
What is the purpose of a value proposition?	To differentiate and position a market offering in the marketplace
Many marketers today create, inspire, and share brand messages and conversations with customers across a mix of communication channels. In this regard they view themselves as __________.	content marketing managers
How is price determined using cost-plus pricing?	The price is set by adding a standard markup to the cost of the product.
Which of the following statements does NOT describe price?	Price is the only element in the marketing mix that represents costs.
__________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service.	Sales promotion
Luxury automobile manufacturers typically add quality, services, and other features to differentiate their offers and thus support their higher price. This is an example of __________.	value-added pricing
The primary goal of consistently delivering superior value is to ________.	build profitable customer relationships
When a firm starts up or buys a business outside of its current product line and markets, it is pursuing which growth strategy?	Diversification
The step in designing a customer valuedriven marketing strategy in which a company divides a market into distinct groups of buyers is known as market __________.	segmentation
Mission statements should be defined in terms of satisfying basic customer needs. In other words, they should be __________.	market oriented
__________ and __________ are core PR strengths and that plays well into the use of online, mobile, and social media.	__________ and __________ are core PR strengths and that plays well into the use of online, mobile, and social media.
Which of the following statements about setting an advertising budget is correct?	New products typically need relatively large advertising budgets to build awareness and to gain consumer trial.
___________ is at the core of any marketing strategy.	Customer value and relationships
Services cannot be seen, tasted, felt, heard, or smelled before they are bought. In other words, services are __________.	intangible
Specific promotional tools used in ________ include stories, sponsorships, events, and webpages.	public relations ?
Typically, consumers put in minimum time and effort when buying products such as laundry detergent, candy, and fast food. These types of goods are classified as __________ products.	convenience
To which category of the marketing communication mix do sales presentations, trade shows, and incentive programs belong?	Personal selling
On a break-even chart, the break-even volume is located __________.	at the intersection of total revenue and total costs
Marketing management must first __________ when developing an advertising program.	set advertising objectives
Which of the following correctly defines a product?	A product is anything offered to a market that might satisfy a need or want.
Word-of-mouth influence and buzz marketing are both examples of __________.	personal communication channels
Advertising objectives can be classified based on their primary purpose. What are the three purposes?	To inform, persuade, or remind
What does a company do to start the strategic planning process?	Define its overall purpose and mission.
Which of the following correctly defines the consumer market?	Individuals and households that buy goods and services for personal consumption
________ consists of activities designed to engage and build good relations with the company's various publics.	Public relations
One important consideration in using a differentiated targeting strategy is that ________.	it can increase costs
The key element of successful marketing today is to __________.	create value
The basic concept underlying marketing is that of __________.	customer needs
New, premium movie theaters offer features such as online reserved seating, high-backed leather executive chairs with armrests and footrests, for which they charge a higher price. This is an example of which type of pricing?	Value-added pricing
According to the text, which customer and competitor orientation should companies today practice?	Market-centered
Every great advertising campaign starts with a unique __________.	brand message
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is considered __________.	advertising
Which factor sets the floor on setting a product's price?	Product costs
What does a market segment consist of?	A group of consumers who respond to the marketing effort in the same way
Which targeting strategy focuses on common consumer needs, as opposed to different needs?	Mass marketing
The first step to a successful value-driven marketing strategy is to determine whom to serve with a market offering. To make this decision, marketers engage in which two activities?	Segmenting and targeting
When does persuasive advertising become comparative advertising?	When a company directly or indirectly compares its brand to others
To bring the message strategy to life in a distinctive and memorable way, advertisers develop what is known as the "big idea". This big idea becomes the __________.	creative concept
What is benchmarking used for?	To assess competitors' strengths and weaknesses ?
In the content of a message, marketers often use ________ appeals such as joy, love, humor, fear, and guilt.	emotional
A colleague wants to evaluate the attractiveness of a particular market segment. Which of the following would be good advice for your colleague?	Carefully consider the degree of competition and ease of entry into the segment.
Which of the following strategies would be utilized by market challengers?	Observe what has made the market leader successful and improve on it
In the communication process, putting thought into symbolic form is called __________.	encoding
What is the key idea in niching?	Specialization
What are the three characteristics that advertising appeals should have?	To be meaningful, to be believable, and to be distinctive
It is common to see product placementsembedding brands as props within other programming, such as TV shows or movies. Product placements are a form of __________.	branded entertainment
What is the first step in a value-based pricing strategy?	Assess customer needs and value perceptions.
If a company focuses more on customer developments in designing its customer strategies than on competitors, it is ________.	customer-centered
________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service.	Sales promotion
Which of the following statements about segmentation is true?	Different segments might require different marketing strategies or mixes.
Following the marketing concept means that firms are _______.	customer-driven
What is the stage in competitor analysis in which marketing management tries to find out competitors' objectives?	Assessing competitors
A colleague wants to evaluate the attractiveness of a particular market segment. Which of the following would be good advice for your colleague?	Carefully consider the degree of competition and ease of entry into the segment.
In today's global environment, everything and everyone are digitally connected to everything and everyone else. The term used to describe this is __________.	the Internet of Things

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