Tums claims to have the most acid-reducing components of any antacid. In what way is the brand’s category membership being conveyed?

comparing to exemplars

relying on the product descriptor

announcing category benefits

focusing on reliability

persuasion based on believability

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Question 2

Which of the following terms is most closely associated with the statement: “attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand”?

points-of-inflection

points-of-difference

points-of-parity

points-of-value

points-of-presence

BMW’s “The ultimate driving machine,” American Express’ “Don’t leave home without it,” New York Times’ “All the news that’s fit to print,” and AT&T’s “Reach out and touch someone” are all examples of brand ________.

slogan

personality

mission

architecture

vision

Narrative branding is based on deep metaphors that connect to people’s memories, associations, and stories.

True

False

Which of the following causes a difference between marketing in developed countries and marketing in developing countries?

The cost of production varies substantially between the developed and the developing world.

The disparity between the rich and the poor in the developing world is reducing.

There are substantial cultural differences between the developed and the developing world.

Marketing in developing countries is far more expensive than in the developed world.

The developing countries have more trade barriers in place than the developed countries.

Once a company decides to target a particular country, it must determine the best mode of entry. Its broad choices are indirect exporting, direct exporting, licensing, joint ventures, and direct investment.

True

False

Which of the following is NOT a challenge associated with international marketing?

Managers need to learn new languages and laws.

Managers need to deal with volatile currencies.

Managers face political and legal uncertainties.

International markets are less safe.

All of the above are challenges.

Services account for nearly 40 percent of global trade.

True

False

The main risk in a ________ approach is the substantial resources needed and the difficulty of planning entry strategies for many diverse markets.

shotgun

continuous

born global

sprinkler

waterfall

Which of the following is an example of a zero-level channel?

A company takes online orders from customers and ships the products to them.

An organization uses a combination of direct salespeople and sales agencies to increase sales.

A company sells its products through wholesalers and retailers.

A company sells its products through chains of supermarkets and other large sellers.

A large company forms alliances with smaller companies to increase sales coverage.

Which of the following activities is a reverse-flow channel of marketing?

raw materials movement

product recycling

materials ordering

finished goods storage

customer order placement

Broomer threatens to withdraw all its other products from the retailers’ stores if they are unwilling to push products from the “Inducer” line. This is an example of ________ power.

reward

coercive

legitimate

expert

referent

A franchise organization is an example of a(n) ________ vertical marketing system.

corporate

administered

contractual

regulatory

controlled

Which of the following is an example of a company that serves a niche market?

a large apparel manufacturing company that produces a wide range of products for different segments

a software company that creates standardized supply chain applications for manufacturers

a manufacturer who creates tools such as bolts, latches, door handles etc. for left-handed individuals

a large multinational manufacturer of consumer products, FMCG products, and consumer electronics

a company that manufactures denim pants for men and women of all ages

________ sales force consists of manufacturers’ reps, sales agents, and brokers who earn a commission based on sales.

Virtual

Domestic

Contingent

Contractual

Decentralized

Which of the following is most likely to use database marketing?

an airline

a candy bar manufacturer

a fast-food chain

a toothpaste manufacturer

a hairstylist

Alduro Chemicals, a manufacturer of detergents, delivers chemicals used for commercial washing to various hoteliers in the United States. Most of the company’s revenue comes from routine orders from its existing customers. The company uses unskilled salespeople to collect requirements from its customers. These unskilled customers are known as ________.

demand creators

deliverers

missionaries

order takers

solution vendors

The management of Raleigh Bicycles observes that the company’s selling costs are affected by the increased number of visits that salespeople make to meet dealers. The company decides to reduce its personal selling costs by making sales calls to dealers via telephone. This marketing strategy used by Raleigh is an example of ________.

inbound telemarketing

search marketing

internal marketing

outbound telemarketing

paid-search marketing

A firm that is plagued with overcapacity, intense competition, or changing consumer desires would do better if it pursues ________ as its major objective.

market skimming

product-quality leadership

survival

profit maximization

market penetration

When museums charge a lower admission fee to students and senior citizens, this form of price discrimination is known as ________ pricing.

location

channel

customer-segment

special-customer

loss-leader

5 points

When a company requires customers to pay today’s price and all or part of any inflation increase that takes place before delivery, it is known as ________.

special-customer pricing

an escalator clause

delayed quotation pricing

unbundling

time pricing

Which of the following is NOT one of the possible consumer reference prices?

typical price

actual future price

last price paid

expected future price

upper-bound price

According to consumer-packaged goods companies, which of the following effects is attributed to the heavy use of sales promotion?

increased brand loyalty

focus on long-run marketing planning

improved brand-quality image

increased price sensitivity

greater coupon redemption rates

________ sales force consists of manufacturers’ reps, sales agents, and brokers who earn a commission based on sales.

Virtual

Domestic

Contingent

Contractual

Decentralized

________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

Media scheduling

Content analysis

Media selection

Communication design

Copy testing

The “Got Milk” campaign was intended to boost sagging milk consumption among Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of milk when intended to be used with certain foods, such as cookies or muffins, advising consumers to stock up on milk to avoid such inconveniences. The “Got Milk?” campaign is an example of ________ advertising.

informational

reminder

institutional

comparative

reinforcement

LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers, for both individual consumers and businesses. During the planning process, LCH conducts a ________, which profiles all interactions customers in the target market may have with LCH, its computers, and its services.

sales promotion

brand association

brand contact

response hierarchy model

communication audit

By using full-service marketing communications agencies, integrated and more effective marketing communications at a much lower total communications cost can be achieved.

True

False

Which of the following statements is true of the role of advertising in business markets?

Advertising is unsuitable for explaining any new features that a product might have.

Sales calls are more economical than reminder advertisements.

Sales calls are more effective than advertisements at reminding customers how to use a product and reassure them about their purchase.

Sales representatives can use copies of the company’s ads to legitimize their company and products.

Advertisements are the least preferred tools when intended to generate leads for sales representatives.

Which of the following ads depict an informational appeal?

Thompson Water Seal can withstand intense rain, snow, and heat.

The California Milk Processor Board ran the successful “Got Milk?” ad to boost declining sales.

VW advertised to active, youthful people with its famed “Drivers Wanted” campaign.

Pringles advertised “Once You Pop, the Fun Don’t Stop” for years.