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1. Which marketing tool is an impersonal, one-way communication?A. AdvertisingB. Sales PromotionC. Public RelationsD. Personal SellingE. Direct Marketing5. ___________ is defined as the decisions and activities that make products available to customers when and where they want to purchase them.a. Distributionb. Marketing Intermediaryc. Strategic Channel Allianced. Channel Power6. The following are all factors influencing market channel selection EXCEPT:a. Customer Characteristicsb. Product Attributesc. Type of Organizationd. Competitione. All are factors influencing market channel selection.7. The part of a brand that is not made up of words, such as a symbol or design, can be best defined as a:a. Brand Markb. Brand Equityc. Brand Imaged. Brand Namee. Co-Brand10. The “old” and “new” kings of identifying new uses for their brands are:A Budweiser and Jell-OB Jell-O and SpriteC Arm & Hammer and WD-40D Coke & Jell-OE None of the above11. Which best describes the idea behind the Coca-Cola Company producing Vanilla Coke, Cherry Coke, Diet Coke and Coke Zero? A) Brand DistributionB) Burn-OutC) Scope CreepD) Brand ExtensionE) Product Placement23. What is the process called when a new product rises in a market and then eventually dies?A) Product StrategyB) Product Life CycleC) Product Design CostsD) Product Homogeneity E) Product heterogeneity24. Which of the following is NOT part of promotion?1A) AdvertisingB) WarrantiesC) Personal sellingD) Sales promotionE) Publicity25. Which of the following is not a decision we need to make within distributionA Intensity of distribution systemB Inventory levelsC Image of our distributorsD Media mixE All of the above are part of distribution26. Perceptual maps show all of the following EXCEPT:A. How a brand is perceived by the marketplaceB. How competing brands are perceived by the marketplaceC. What product benefits are important to consumers when making brand decisionsD. Where consumers prefer brands be placed on supermarket shelvesE. All of the above27. The “total” product includes all of the following except:A. Retailer’s prestigeB. Manufacturer’s prestigeC. PackageD. QualityE. All of the above28. The screening step in new product development process is:A. Idea generationB. Qualitative analysisC. Quantitative analysisD. Product developmentE. Concept testing29. Peoria is no longer a good test market because of all of the following EXCEPT:A. Too many products have been tested thereB. Media pricing has taken advantage of the city’s popularity as a test marketC. Consumers are jaded after trying so many new productsD. The demographics are no longer representativeE. All of the above30. Tallahassee is:A. A bad test market for all productsB. A good test market for products targeted to college studentsC. A good test market because its educational level is highD. A good test market because it has a high percentage of blue collar workersE A good test market because it suffers no spill in31. All test markets suffer some spill in:2A. TrueB. False32. Repositioning refers to:A. Limiting the amount of cognitive dissonanceB. Moving a brand to another position in consumers’ mindsC. Moving a brand to a more favorable spot on the supermarketD. Moving advertisements to a website that has better trafficE. Placing an advertisement in the proper location on a page33. Marketers who claim that all marketing battles take place between customers’ ears (that is, in customers’ minds) are keenly aware of:A. Product positioningB. Shelf location of productsC. The best way to organize a company’s new product development processD. The limitations of test marketsE. How to measure test market results34. Featuring vitamin C in orange slices is an example of:A. Product extensionB. Changing the physical productC. Inventing new usesD. Moving the competitionE. Inventing new product attributes35. Subway’s ad campaign that tells how many jumping jacks one has to do to work off calories from eating McDonald’s is an example of:A. Product extensionB. Changing the physical productC. Inventing new usesD. Moving the competitionE. Inventing new product attributes36. The limitation of a New Product Department for generating new product ideas is:A. It meets once a yearB. It is comprised of low to mid-management employeesC. No one is solely responsible for generating new ideasD. It utilizes theory X rather than theory YE. It does not fit dot.com business37. Good reasons for staying in a test market longer include:A. Taking consumers through several repurchase cycles and getting information needed to assess the effectiveness of the marketing strategyB. Minimizing opportunity costs and explicit costsC. Minimizes spill in and spill outD. Confusing competitors and getting information needed to assess the effectiveness of the marketing strategyE. Ability to tweak the marketing mix and opportunity to reduce consumers’ cognitive dissonance338. Budweiser’s “Born on Date”:A. Is effective in reducing underage drinkingB. Introduces a new attribute to the competitive arenaC. Targets new usersD. Attempts to increase usageE. None of the above39. In a good test market, we should try toA Minimize spill in and maximize spill outB Minimize spill out and maximize spill inC Minimize spill in and minimize spill outD Maximize spill in and maximize spill outE Not worry about spill in and spill out40.Changing your oil every 3,000 miles; shampooing, rinsing and repeating; and changing the box of Arm & Hammer in your refrigerator every month are examples of which product strategy?A Changing the perceptual productB Changing the physical productC Identifying new marketsD Identifying new usesE Increased usage41.Thick crust pizza, stuffed crust pizza, Philly cheese steak pizza are examples of which product strategy?A Changing the perceptual productB Changing the physical productC Identifying mew marketsD Identifying new usesE Increased usage.42. Sabotage is a concern in test markets because it disturbs the normal competitive environment so we are less able to determine the effectiveness of our test market marketing mix strategy.A TrueB False43. The unique component of personal selling (compared to other types of promotion) isA People are involved in the processB There is “noise” in the processC It reinforces the positioning strategyD Encoding and decoding are less importantE There is a feedback loop44. The


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FSU MAR 3023 - Study Guide

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