MKT 447 Final Examination Multiple Choice Choose the correct response for the following questions 1 As a consumer you are exposed to hundreds and maybe even thousands of commercial messages every day These messages may appear in the mass media as even sponsorships telemarketing calls or even as e mails The correct term for all these commercial messages is A advertising B marketing communications C sales promotions image advertising D 2 Which of the following is the best example of a tangible good A gold lessons B a church service where music ministry is the primary theme C olive oil from Italy D an accountant s tax preparation business 3 In commercials for Wal Mart satisfied customers explain why they like to shop at the retail store The people in these commercials describe how Wal Mart provides a one stop shopping place for them and how they like saving time as well as money by shopping at Wal Mart In terms of the message dimensions the Wal Mart ad is an example of a n message 4 The magazine Fancy Cats is designed to satisfy the needs of cat lovers who want to learn how to better care for their cats Cat lovers are the magazine s 5 One of the most basic functions of is to identify products and their source and to differentiate them from others A autobiographical B drama C demonstrative D narrative A exchange source B C D product segment target market retail audience A branding B competition C economics D distribution 6 In the late 1980s and early 1990s a growing affluence and sophistication of the consuming public characterized the marketing world of this time period This trend was led by A baby boomers B Generation X C Generation Y D the Digital Generation 7 It is no longer enough in marketing and advertising to just produce outstanding products and commercials Marketers must use which is a merging of all their marketing communications with everything else they do 8 For manufacturers the best way to beat the competition is to A reality based marketing B consumer differentiation C social marketing D integrated marketing communications A outspend them in advertising B make their product different C D use subliminal advertising form an alliance with a foreign producer 9 When the city of Pensacola Florida advertises itself as the perfectplace for the perfect Florida vacation it is using A unfair advertising B corrective advertising C deceptive advertising D puffery 10 Revlon funds the Revlon UCLA Women s Cancer Research Program In addition the cosmetics company supports the National Women s Cancer Research Alliance and the National Breast Cancer Coalition Revlon is committing to helping women get healthy and stay that way and is thusly A manipulating the consumer B behaving in a socially responsible fashion C perpetuating a materialistic viewpoint D complying with federal regulations 11 In advertising business has evolved into four distinct groups which are A advertisers agencies suppliers and media B advertisers clients illustrators and copywriters C illustrators copywriters researchers and media D media printers creatives and clients 12 After almost twenty years of operation Fenton Hardware is going out of business because it can no longer compete with the national chain do it yourself stores What kind of advertising will its owner most likely use to get rid of the last of the store s inventory A clearance B stock out C sale D institutional 13 Assume the Ralph Lauren Home Collection sends a ready made advertisement to a regional magazine published in Alabama and the magazine publisher inserts the name address and phone number of a local department store chain that carries the bed linens glassware and dinnerware Ralph Lauren pays 75 percent of the cost of running the ad The department store pays the other 25 percent This is an example of A vertical cooperative advertising B horizontal cooperative advertising C administered vertical advertising D a franchise promotion 14 Most advertisers break into international marketing by A developing a new product for a foreign market B creating a global brand C creating a joint venture with a multinational corporation D exporting products they already produce 15 When the advertising agency of Guinn Haskian purchased a large amount of television time for its customers commercials from WSM TV the agency received 15 percent of the gross amount charged by the TV station The 15 percent is an illegal bribe A B should have been paid to the advertiser as a discount C D is called a slotting allowance is called a media commission 16 Niagara makes a non starch spray for easy ironing of soft knots and washable silks The ad says the non starch spray is for clothes that feel as good as they look Niagara is using segmentation A benefit B demographic C volume D activity A demographic 17 Home builders are using segmentation to target people over 55 with homes that have wheelchair friendly door widths lever door handles roll out shelves raised toilets and direct 911 wiring 18 Sears places a great emphasis on researching and then designing products for males between the ages of 25 50 who love to work with their hands and enjoy home oriented projects Sears would classify these men as a 19 Potato chips are in the of their product life cycle The market is saturated with different products To extend this stage Frito Lay has introduced WOW a line of fat free chips plus a variety of different flavored potato chips B psychographic C behavioristic D geographic A buying group B demographic cohort C product segment D target market A maturity B pioneering C decline D introduction 20 The manufacturer of French s mustard is considering marketing a ranch flavored mustard Its first step in the research process would be to A perform a situation analysis that pay special attention to its competitive environment B develop an organizational budget for the ranch flavored ketchup C select media vehicles that target people who like to cook D determine pricing and distribution strategies 21 Jiffy Lube is interested in collecting secondary information about peak days of patronage for those customers that were primarily interested in an oil change and lube job only Which of the following sources would be the best avenue for the organization to follow A survey customers through the mail B survey customers via the telephone C survey customers via the Internet D examine previous sales records of targeted stores to determine patronage habits 22 If a marketing researcher is trying to get