MAR3023 Exam 3 Study Questions 1 Direct Marketing includes the following characteristics EXCEPT A Nonpublic Immediate B C Indirect D Customized E Interactive A Advertising B Personal Selling C Public Relations D Sales Promotion E Direct Marketing A Advertising B Sales Promotion C Public Relations D Personal Selling E Direct Marketing A Advertising B Sales Promotion C Public Relations D Personal Selling E Direct Marketing A Advertising B Sales Promotion C Public Relations D Personal Selling E Direct Marketing A Advertising B Sales Promotion C Public Relations D Personal Selling E Direct Marketing A Advertising Sales Promotion B C Public Relations D Personal Selling 2 Which marketing tool tends to be used as an afterthought 3 Which marketing tool is an impersonal one way communication 4 Which marketing tool invites and rewards quick consumer response 5 Which marketing tool reaches people who avoid salespeople and ads 6 Which marketing tool offers strong incentives to buy 7 Which marketing tool is the most expensive promotion tool E Direct Marketing 8 Low per unit gross margins high purchase frequency and low promotional efforts are characteristic of which consumer product type 9 Materials that are used in the production of products but are not readily identifiable are called 10 is defined as the decisions and activities that make products available to customers when and where they want to purchase them 11 The following are all factors influencing market channel selection EXCEPT Customer Characteristics a b Product Attributes c d Competition e All are factors influencing market channel selection Type of Organization 12 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 Unsought Specialty b Convenience c d Shopping a Accessory Equipment b c d Process Materials Installations Raw Materials a Distribution b Marketing Intermediary c d Channel Power Strategic Channel Alliance a Brand Mark b Brand Equity c Brand Image d Brand Name e Co Brand 13 Which of the following aspects of a brand brings value to the sellers Can increase profits Is useful if the brand wants to introduce a new product Creates brand loyalty a b c d Makes it easy for a consumer to identify the firm s products e All of the above are correct 14 One of the components discussed in class that makes up Brand Equity is The number of customers a firm had the previous year The number of lawsuits that consumers have brought against the firm a b c How aware consumers are of a brand name d e None of the above is correct The dollar amount of coupons rebates the firm distributes to consumers 15 The same item can sometimes be classified as both a consumer and a business product depending on the buyer s ultimate use of the product 1 2 3 a b True False The Cheez Its brand of crackers is an example of a A generic brand b A private brand c A co brand d A manufacturer brand e None of the above are correct Which of the following is NOT something you look for in a brand name It should be easy to say It should be easy to spell It should indicate the major benefits of the product It needs to sound really funny a b c d e All of the above are things to have in a brand name Co branding is a One brand purchasing another and replacing it in stores b Using two or more brands on a single product c An agreement where different brands take turns in national promotions d All three are correct e None of the above are correct 24 The old and new kings of identifying new uses for their brands are A B C D E Budweiser and Jell O Jell O and Sprite Arm Hammer and WD 40 Coke Jell O None of the above 25 Which best describes the idea behind the Coca Cola Company producing Vanilla Coke Cherry Coke Diet Coke and Coke Zero A Brand Distribution B Burn Out C Scope Creep D Brand Extension E Product Placement 26 What is the process called when a new product rises in a market and then eventually dies A Product Strategy B Product Life Cycle C Product Design Costs D Product Homogeneity E Product heterogeneity 27 Which of the following is NOT part of promotion A Advertising B Warranties C Personal selling D Sales promotion E Publicity 28 Which of the following is not a decision we need to make within distribution Intensity of distribution system Inventory levels Image of our distributors A B C D Media mix E All of the above are part of distribution 29 Perceptual maps show all of the following EXCEPT A How a brand is perceived by the marketplace B How competing brands are perceived by the marketplace C What product benefits are important to consumers when making brand decisions D Where consumers prefer brands be placed on supermarket shelves E All of the above 30 The total product includes all of the following except A Retailer s prestige B Manufacturer s prestige C Package D Quality E All of the above Idea generation A B Qualitative analysis C Quantitative analysis D Product development E Concept testing 31 The screening step in new product development process is 32 Peoria is no longer a good test market because of all of the following EXCEPT A Too many products have been tested there B Media pricing has taken advantage of the city s popularity as a test market C Consumers are jaded after trying so many new products D The demographics are no longer representative E All of the above 33 Tallahassee is A A bad test market for all products B A good test market for products targeted to college students C A good test market because its educational level is high D A good test market because it has a high percentage of blue collar workers E A good test market because it suffers no spill in 34 All test markets suffer some spill in A True False B 35 W D 40 is the king of A Product extension B Changing the physical product C D Moving the competition Inventing new uses E Inventing new product attributes 36 Repositioning refers to Limiting the amount of cognitive dissonance A B Moving a brand to another position in consumers minds C Moving a brand to a more favorable spot on the supermarket D Moving advertisements to a website that has better traffic E Placing an advertisement in the proper location on a page 37 Marketers who claim that all marketing battles take place between customers ears that is in customers minds are keenly aware of A Product positioning B C D The limitations of test markets E How to measure test market results Shelf location of products The best way to organize a company s new product development process 38
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