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Q:
(p.180)Randall Grahm, the owner of Bonny Doon Vineyards, made a name for his wines by injecting an irreverent sense of humor into everything associated with the winery. One of the _____ he used was to host a black mask dinner this fall to celebrate "the death of wine corks" when his company decided to use screw tops.
A.marketing objective
B.control mechanism
C.action program
D.strategic posture
E.organizational structure
Q:
(p.180)When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand, it used several different _____ including creating a launch kit, to its brokers and distributors. The kit contains sell sheets, samples, a media kit and gift items, such as branded memory stick and an ice cream scoop to help "Scoop Up Sales!"
A.marketing objectives
B.creative mechanisms
C.tactics
D.strategic postures
E.organizational positions
Q:
(p.180)Smaller companies typically use a bottom-up marketing format plan because:
A.handling day-to-day problems leaves little time for formal planning.
B.they don't need to create a competitive advantage.
C.long-term strategies are needed to keep a business focused on the future.
D.failure to have a mission is one of the major reasons for small-business failure.
E.a bottom-up planning allows more time for development of a customer relationship strategy.
Q:
(p.178)There's a portion of the population that has been absolutely restricted from having butter, based on what their physicians have told them. Smart Balance brand butter substitute recognized that _____ and made a run at it, somewhat successfully, by advertising, "Hey, here's something that serves that purpose, but is better for you".
A.marketing mix
B.advertising mix
C.product concept
D.segmentation variable
E.target market
Q:
(p.179)Silly Putty has been around for years. It began as a gag gift sold in specialty stores alongside fake vomit. It has always avoided direct confrontation with other toy companies by finding a market that was small enough to defend and never really acting like a marketing leader. Which of the following strategies has Silly Putty successfully followed?
A.Aggressive
B.Flanking
C.Defensive
D.Circumventing
E.Guerrilla
Q:
(p.179)As the leading manufacturer of bleach in the nation, Clorox must guard itself against challenges from detergent manufacturers who are using bleach as a detergent additive. According to Jack Trout and Al Reis's Marketing Warfare, which type of a strategy should Clorox use?
A.Protective
B.Aggressive
C.Defensive
D.Offensive
E.Guerrilla
Q:
(p.179)Hops Grillhouse & Brewery, formerly known as Hops Restaurant/Bar/Brewery, unveiled a multimillion dollar brand strategy featuring a new menu intended to "capture consumer preferences for high quality, freshness and grilled tastes as well as an array of aromas, textures and price points." Its product mix of handcrafted beer and superior food is unlike that offered by other similar restaurant chain and describes its _____ strategy.
A.segmentation design
B.positioning
C.market segmentation
D.marketing mix
E.diversification
Q:
(p.179)_____ refers to the place a brand occupies competitively in the minds of consumers.
A.Product segmentation
B.Product placement
C.Positioning
D.The perceptual pyramid
E.The strategic map
Q:
(p.175)Baxter International Inc, which maintains manufacturing facilities around the world is the world's largest manufacturer of IV solutions in flexible containers. A(n) _____ would reveal to Baxter, changes in its environments that the company would need to address to maintain its standing as the leading producers of IV solutions in flexible containers.
A.situation analysis
B.external market analysis
C.market survey
D.product audit
E.stakeholder audit
Q:
(p.175)The exhibition and trade show industry, after decades of fabulous growth is experiencing business decline. The _____ for the Center for Exhibition Industry Research, reported, "The exhibition industry will face more competition for marketing dollars in the next five years than it has in the last 25 years."
A.situation analysis
B.external market analysis
C.market survey
D.product audit
E.stakeholder audit
Q:
(p.175)_____ is the third section of the marketing plan and explains how the company plans to accomplish its marketing objectives.
A.The control process
B.Implementation
C.The stakeholder analysis
D.The marketing strategy
E.The marketing mix
Q:
(p.176)Pyramid Breweries Inc. has stated that partnering with committed wholesalers capable of delivering first class customer service is an important _____ objective for the company if the microbrewery is to maintain its reputation for customer satisfaction.
A.corporate
B.entrepreneurial
C.advertising
D.logistical
E.stakeholder
Q:
(p.176)_____ objectives can be stated in terms of profit, return on investment, net worth, growth or corporate reputation.
A.Environmental
B.Functional
C.Corporate
D.Operational
E.Entrepreneurial
Q:
(p.176)Within a timeframe of five to seven years Orco Construction Supply, a regional distributor of tools and hardware to framing and foundation contractor markets, plans to hit a revenue mark of $500 million which will more than double its 2006 gross sales. This would be an example of a(n) _____ objective.
A.sales-target
B.target market
C.need-satisfying
D.market tracking
E.environmental
Q:
(p.176)_____ objectives can be categorized as either general need-satisfying objectives or specific sales-target objectives.
A.Environmental
B.Functional
C.Corporate
D.Marketing
E.Entrepreneurial
Q:
(p.176)Why would a company set need-satisfying objectives?
A.To create demand in a static environment.
B.To take full advantage of the consumer trend to eat out more.
C.To shift its organizational structure from a transformational to a transactional mode.
D.To shift the organization's view from a production orientation to concern for the needs of its target market.
E.To provide equity to its stakeholders.
Q:
(p.176)Harry & David is a catalog retailer that specializes in fruit gifts, but it does not see itself as just a merchant of fruit. By setting _____ objectives, the retailer can views itself as a gift provider and act accordingly.
A.need-satisfying
B.sales-driven
C.sales-target
D.production-oriented
E.environmental
Q:
(p.176)Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives. Which of the following is the BEST sales-target objective for the bakery to use?
A.To increase sales of pecan pies by 3 percent during the next six months.
B.To have most of the staff attend a marketing seminar.
C.To increase sales of cheesecake to the point where demand exceeds supply every week.
D.To raise net profit by 50 percent during the next three weeks.
E.To build a Web site.
Q:
(p.178)In February 2008, Light Full Foods in San Francisco, developed Light Full Satiety Smoothies, which are shelf-stable, all-natural, dairy-based smoothies for adult women. Adult women are the smoothie manufacturer's:
A.marketing mix.
B.advertising mix.
C.product concept.
D.segmentation variable.
E.target market.
Q:
(p.174)The _____ for an organization assembles all the pertinent facts about the organization, the markets it serves and its products, services, customers and competition.
A.vision
B.marketing plan
C.advertising plan
D.marketing mix
E.competitive strategy
Q:
(p.174-175)The written marketing plan must reflect the goals of top management and:
A.be consistent with company's mission and capabilities.
B.be approved by all stakeholders.
C.be benchmarked against others in competing industries.
D.must be designed to emphasize the development of transactional relationships.
E.include all of the above to stand a chance of being successful.
Q:
(p.175)What is the first step in the traditional top-down marketing plan?
A.Developing marketing tactics
B.Forming marketing strategy
C.Conducting a situation analysis
D.Evaluating potential marketing objectives
E.Establishing advertising objectives
Q:
(p.175)The most common format used to develop a marketing plan is the _____ plan
A.hierarchical
B.IMC
C.bottom-up
D.top-down
E.functional
Q:
(p.175)Desert Knight Golf Resort has just completed a detailed, factual study of the resort's current strengths and weaknesses as well as what threats and opportunities exist that are outside the company's control but still impact it. Its next step in the development of its marketing plan is to:
A.decide which advertising media will best reach its target markets.
B.determine specific marketing objectives.
C.evaluate potential marketing objectives.
D.establish advertising strategy.
E.design marketing tactics.
Q:
(p.194-196)Briefly describe five of the nine methods for setting an advertising budget.
Q:
(p.175)Distinguish between corporate objectives and marketing objectives.
Q:
(p.175)What are the four principal elements in a traditional top-down marketing plan?
Q:
(p.176)What are the two general types of marketing objectives?
Q:
(p.177)What three factors determine which marketing strategy option a marketer selects for its product?
Q:
(p.186)List the four sources of company/brand-related messages stakeholders receive.
Q:
(p.175)What is SWOT analysis and what does it examine?
Q:
(p.185)What is integrated marketing communications?
Q:
(p.189)List in order, the five levels of advertising influence depicted in the advertising pyramid.
Q:
(p.194)What is the basis for calculating budget allocation in the percentage-of-sales method?
Q:
(p.175)What are the types of marketing plan choices available to the companies?
Q:
(p.185)Define the term synergy.'
Q:
(p.186-187)What are the four sources of brand messages? Briefly describe each source.
Q:
(p.191)What is the integration triangle? How is this triangle associated with the brand message sources? When does constructive integration occur?
Q:
(p.189-190)Starting at the bottom of the advertising pyramid, list the five objectives in order as they appear in the pyramid. Briefly describe what an advertiser should do at each of the levels.
Q:
(p.193)Why should advertising be viewed as a long-term investment? How does this fact relate to current economic conditions?
Q:
(p.189)According to the advertising pyramid, the first task of advertising is to communicate enough information about the product to develop conviction.
Q:
(p.191)The advertising pyramid reflects the traditional mass-marketing approach.
Q:
(p.191)A creative strategy is a written statement that serves as the creative team's guide for writing and producing an ad.
Q:
(p.191-192)The two sub-strategies of advertising strategy are the segmentation strategy and the message strategy.
Q:
(p.193)In consumer goods marketing, increases in market share are closely related to increases in marketing budgets.
Q:
(p.195)Small firms with limited capital typically budget using all-available-funds method.
Q:
(p.196)The objective/task method of setting budgets is also known as the budget buildup method.
Q:
(p.196)The three steps involved in the objective/task method are defining objectives, determining strategy, and estimating cost.
Q:
(p.175)Is the following statement true: "The marketing plan has a profound effect on an organization's advertising program". Explain your answer.
Q:
(p.181-182)The newspaper that writes the story about the grand opening of a new Applebee's restaurant is a stakeholder for that restaurant.
Q:
(p.176)Distinguish between need-satisfying objectives and sales-target objective.
Q:
(p.183)The company contacts customers from time to time with suggestions about improved product use or helpful new products. This sentence defines the basic transactional level relationship between the company and its stakeholders.
Q:
(p.177)The development of marketing strategy typically involves three steps. List and briefly describe each of these steps.
Q:
(p.185)Endcap promotion are messages communicated by a product, its packaging, price, or distribution elements.
Q:
(p.182-183)List three reasons why it is essential that an organization actively engages in relationship marketing. Why is each essential?
Q:
(p.185)The principle benefit of IMC is cost efficiency.
Q:
(p.186)To influence customers' perceptions, marketers must understand that every corporate activity has a message component.
Q:
(p.188)The advertising plan is a natural outgrowth of the marketing plan.
Q:
(p.187)A database of customer behavior containing information on customer demographics, psychographics, purchase data, and attitudes can be used as the basis for planning future marketing and communications activities.
Q:
(p.175)The first step in traditional top-down planning is to determine specific marketing objectives.
Q:
(p.176)Corporate objectives are stated in terms of profit or return on investment.
Q:
(p.176)The two types of marketing objectives are positioning and segmentation.
Q:
(p.178)Every product in the market assumes some position based on consumer perception.
Q:
(p.178-180)Lucas Inc. makes lubricating oil specifically for race cars and uses a positioning strategy based on user/application.
Q:
(p.181)One of the benefits of bottom-up marketing is that it allows advertisers to use multiple action programs.
Q:
(p.181)Transactional marketing is simpler than relationship marketing.
Q:
(p.181)Value is defined as the ratio of price to total benefits provided.
Q:
(p.181)With integrated marketing communications, advertisers are able to cultivate identical relationships with its various stakeholders.
Q:
(p.169)A marketing researcher designed a questionnaire that asked "In your opinion, how should the government take a more active role in making sure that your food is handled properly?" What type of question would the researcher be using?
A.Open-ended
B.Multiple choice
C.Dichotomous
D.Bipolar
E.Tabulation
Q:
(p.152)Advertising research uncovers the information needed to make advertising decisions.
Q:
(p.153)Pretesting and posttesting are categories of advertising research.
Q:
(p.154)One of the most important strategic benefits offered by advertising is the fact it can be used to replace a positioning strategy.
Q:
(p.156)Advertising is one of the largest costs in a company's marketing budget.
Q:
(p.157)The first step in the research process is exploratory research.
Q:
(p.175)By definition, marketing plans should be short and specific.
Q:
(p.167)A manufacturer of down-filled pillows wants to do a postcard survey of owners and operators of bed-and-breakfast inns to determine if it would be financially feasible to do a catalog mailing to this group. If the manufacturer rents the mailing list containing the names and addresses of all hotels in communities larger than 250,000, the sample would lack:
A.reliability.
B.bias.
C.clarity.
D.standardization.
E.validity.
Q:
(p.167)For a quantitative test to be reliable, the test must:
A.use a random sample.
B.be cost-efficient.
C.reflect the true status of the market.
D.be open-ended.
E.produce the same results each time it is administered.
Q:
(p.167)A marketing research firm is testing consumer reaction to odorless charcoal briquettes by asking people in the community to test the briquettes and then following up with a telephone survey to learn how they feel about the product. The firm has found that different samples from the same general population give remarkably different survey results. With certainty, it can be said that the firm's test lacks:
A.reliability.
B.distinctiveness.
C.clarity.
D.standardization.
E.validity.
Q:
(p.167)Suppose an advertising researcher needs to know what hunters think about an ad campaign for Zeiss rifle scope that had been designed specifically for hunting in heavy bush and demanding terrain. The entire target population for the marketing research is:
A.determined by a reliability quotient.
B.called the focus group.
C.called the sample.
D.called the universe.
E.determined by a validity quotient.
Q:
(p.168)Lance is an advertising researcher. He is selecting potential survey participants from a list of all the people who have mail-ordered HMR dietary products since January 2006. The respondents will be sent a collection of ads and asked to select the ad that is most relevant to their health needs. Since every person in the target population has an equal and known likelihood of being picked, the group he selects will be a:
A.projective group.
B.probability sample.
C.non-probability sample.
D.focus group.
E.mini-universe.