1 Which marketing tool is an impersonal one way communication Marketing Test 3 Study Guide 38 GREAT REVIEW QUESTIONS A Advertising B Sales Promotion C Public Relations D Personal Selling E Direct Marketing 5 is defined as the decisions and activities that make products available to customers when and where they want to purchase them a Distribution b Marketing Intermediary c Strategic Channel Alliance d Channel Power 6 The following are all factors influencing market channel selection EXCEPT a Customer Characteristics b Product Attributes c Type of Organization d Competition e All are factors influencing market channel selection 7 10 11 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 Mark b Brand Equity c Brand Image d Brand Name e Co Brand 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 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 23 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 24 Which of the following is NOT part of promotion A Advertising B Warranties C Personal selling D Sales promotion E Publicity A Intensity of distribution system B Inventory levels C Image of our distributors D Media mix E All of the above are part of distribution 25 Which of the following is not a decision we need to make within distribution 26 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 27 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 28 The screening step in new product development process is Idea generation A B Qualitative analysis C Quantitative analysis D Product development E Concept testing 29 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 30 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 31 All test markets suffer some spill in A True B False 32 Repositioning refers to A Limiting the amount of cognitive dissonance 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 33 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 Shelf location of products C The best way to organize a company s new product development process D The limitations of test markets E How to measure test market results 34 Featuring vitamin C in orange slices is an example of A Product extension B Changing the physical product C D Moving the competition E Inventing new uses Inventing new product attributes A Product extension B Changing the physical product C D Moving the competition E Inventing new uses Inventing new product attributes 35 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 36 The limitation of a New Product Department for generating new product ideas is It meets once a year It is comprised of low to mid management employees A B C No one is solely responsible for generating new ideas D E It utilizes theory X rather than theory Y It does not fit dot com business 37 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 strategy B Minimizing opportunity costs and explicit costs C Minimizes spill in and spill out D Confusing competitors and getting information needed to assess the effectiveness of the marketing strategy E Ability to tweak the marketing mix and opportunity to reduce consumers cognitive dissonance 38 Budweiser s Born on Date A B C Targets new users D Attempts to increase usage E None of the above Is effective in reducing underage drinking Introduces a new attribute to the competitive arena 39 In a good test market we should try to A Minimize spill in and maximize spill out B Minimize spill out and maximize spill in C Minimize spill in and minimize spill out D Maximize spill in and maximize spill out E Not worry about spill in and spill out 40 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 41 Thick crust pizza stuffed crust pizza Philly cheese steak pizza are examples of which product strategy Changing the perceptual product Changing the physical product Identifying new markets Identifying new uses Increased usage Changing the perceptual product Changing the physical product Identifying mew markets Identifying new uses Increased usage A B C D E A B C D E A B 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 True False 43 The unique component of personal selling compared to other types of promotion is A People are involved in the process B There is noise in the process C It reinforces the positioning strategy D Encoding and decoding are less important E There is a feedback loop 44 The medium with the shortest effect time is A Television B Newspapers C Magazines D Billboards E Transit buses
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