Reference no: EM132396074

QUESTION 1: Michael's craft store has coupons every week in the local papers, and texts additional promotions to its loyal customers to prompt them to return to the store for great deals. What is Michael's producing by engaging with its customers in this manner?

a. consumer agitation because loyalty program customers receive the same promotions as the general market

b. price wars with its competitors to encourage consumers to switch brands

c. creating loyalty with customers and encouraging purchases action by the customer  

QUESTION 2: In an advertisement for Wegmans Food Markets, they printed a quote : "Caring, High Standards, Making a Difference, Respect, and Empowerment." This quote reflects Wegmans':

a. personality and voice

b. core values

c. tagline

QUESTION 3: Gabi is visiting a new city for work and wants to get breakfast before she walks to the office. Since she is unfamiliar with the local eating establishments, she looks for a restaurant she recognizes and that she can count on for a quick meal and good coffee. Right down the street from her hotel is a Starbucks. It is Gabi's favorite place to grab a coffee and quick meal, so she walks into the store. What does Gabi's experience with Starbucks illustrate about a brand creating value for a customer?

a. influencing Gabi to discover other local coffee shops

b. reminding Gabi of an unpleasant experience at Starbucks.

c. decreasing the loss of Gabi's sale to a Starbucks competitor because of its established competitive advantages in her mind

QUESTION 4: True Rest spa offers a unique experience of relaxation for "stressed-out moms." Choose the most effective example of the spa's value proposition being adjusted to match the positioning target market.

a. True Rest advertises in business magazines, charges top dollar, and is located next to an office park.

b. True Rest is located on the same street as three schools, has "soccer mom" specials, and a half-hour session $15 cheaper than its nearest competitor.

c. True Rest is located in an industrial park and it provides services that last from 60 minutes to three hours, and they also sponsor a local aviator club.

QUESTION 5: How do you distinguish an effective positioning statement from an ineffective one?

a. The effective positioning statement includes all five key positioning statement elements, and an ineffective one leaves out some of the key elements.

b. After hearing an ineffective position statement you have clarity about what a company is offering.

c. An effective positioning statement leaves the target market with questions about how one product, service, or brand is superior to another.  

QUESTION 6: Abigail is setting the marketing mix strategy for her company's gift bag products that they sell through the Dollar Store and Dollar Tree. She makes sure that the bags are positioned in the gift wrapping areas in the store with special offers the smaller bags that sell 2 for $1. She also makes sure to have the bags highlighted in special advertisements throughout the stores. Which customer decision scenario is Abigail working from to inform her marketing mix decisions?

a. High-involvement decision scenario

b. Low-involvement decision scenario

c. Medium-involvement decision scenario

QUESTION 7: Red Bull brands itself as the extreme drink for extreme living enthusiast. What type of common positioning strategy is it using?

a. best fit for the customer strategy

b. business approach strategy

c. anti-competition strategy

QUESTION 8: Camila has run hundreds of miles over the last couple of years in the same pair of running shoes. On her last run, two of her toes popped through the front of her left shoe, so she has decided it's time for a new pair. Since she runs more regularly now, she wants shoes that can withstand many days of pounding the pavement. She researches online what options fit her feet and her running needs. She begins reading reviews and articles in Runner's World magazine and talking with salespeople at various sports stores. What part of the consumer decision-making process is Camila experiencing right now?

a. recognizing needs

b. making purchases

c. searching for information

QUESTION 9: If Comet Kart, a go-kart company, wants to attract the targeted niche of families, birthday party groups, and executive retreats, what must it do?

a. Generate different positioning strategies to target the different audience segments.

b. Be consistent and use the same marketing mix for the different audiences segments.

c. Differentiate its service from other go-kart manufacturers.

QUESTION 10: Lucy has just finished washing her car and is now checking its oil level. The oil dipstick shows her car's oil is below the "Low" line. Lucy's car must have more oil to operate well. What phase of the consumer decision-making process did Lucy just experience?

a. recognition of a need

b. post-purchase behavior

c. evaluating alternatives

QUESTION 11: Clark is sending in a bid to the National Security Agency (NSA) for his simulation creation services to be used in the NSA's new employee trainings. He knows that it takes six months for the decision to be rendered after going through multiple committee decision sessions. Clark is working with what type of unique influencing behavior factor for this bid?

a. psychological factor

b. individual factor

c. business environment factor

QUESTION 12: Kellogg's begins to strategize a marketing campaign for its newly acquired Gardenburger product line. Before getting too far into the process of building its brand, what needs to be used as a measuring stick for its potential new campaign?

a. budgetary parameters

b. brand ownership understanding

c. competitive analysis

QUESTION 13: When a marketer aims her product message at a specific target market, what does she do with the general value proposition?

a. She uses the positioning strategy to adjust the value proposition to the target segment's needs and interests.

b.She uses the value proposition to steer the positioning strategies.

c.She uses the positioning strategy to inform the value proposition of the production needs.

QUESTION 14: It's Friday night and a group of friends are sitting in a movie theater waiting for the movie to begin. The lights dim and the screen opens with a few branded advertisements. One in particular is familiar, Dolby Digital. Its logo and sound often plays before many movies begin. What is Dolby Digital doing with its branding strategy?

a.creating a crowd-sourced brand strategy

b.running a private label branding strategy

c.following a component branding strategy

QUESTION 15: Jennifer is moving to Nashville in a few weeks and needs to find an apartment to rent. She has looked online, talked to her new coworkers about safe areas close to work, and read through nashvilleguru.com to gather information for her decision. She has narrowed down the area she wants to live to The Gulch, which is a walkable neighborhood and friendly for young urban professionals. Now she is assessing which available apartment buildings and condos in The Gulch suit her wants and needs most. Jennifer is working through which part of the consumer decision-making process?

a.evaluating alternatives

b.searching for information

c.recognizing needs

QUESTION 16: St. Jude's Children's Research Hospital is in need of new medical equipment to run its cancer ward. They narrow down the prospects to three companies. The first company comes back and shows St. Jude's how its medical equipment can be combined with its software, which integrates easily with the hospital's IT system and human resources system. The first company is offering St. Jude's what type of a sale?

a.modified rebuy sale

b.solution sale

c.straight rebuy sale

QUESTION 17: If something is an intangible or tangible characteristic of a product, service, or offering, it is considered a:

a.benefit

b.price

c.feature

QUESTION 18: The Nordstrom company strategically sends out messages about why its customer service is superior to its competitors' customer service. What marketing concept is the Nordstrom company employing?

a.positioning

b.branding

c.differentiation

QUESTION 19: Jason has run out of toilet paper in the bathroom. He walks over to his supply closet only to discover that all of his toilet paper rolls have been used up. Jason has just experienced what part of the consumer decision-making process?

a.recognition of a need

b.evaluating alternatives

c.post-purchase behavior

QUESTION 20: Disney positions its brand as "a magical world where your dreams come true." In its brand positioning, what goal does Disney achieve?

a.creates a continually changing message to match the general market trends

b.specifically identifies the product and services it offers

c.highlights its differentiating qualities, why it is superior to its competitors and what that means to its target customers

QUESTION 21: Originally Mr. Pibb marketed itself as a direct competitor to Dr. Pepper. With sales lagging and the market interest dropping off, Mr. Pibb decided to differentiate itself and change the market's perception. Now called Pibb Xtra, it markets itself as "artificially flavored spicy cherry soda." Which best describes the original marketing of Mr. Pibb and the new marketing of Pibb Xtra?

a.repositioning and then positioning

b.Positioning and then repositioning

c.Pricing positioning and repositioning

QUESTION 22: Thelma's Treats of Des Moines, Iowa, created a unique package to market its fresh cookies. What does its packaging achieve in the way of brand positioning in the customer's mind?

a.creates a distinct connection of Thelma's brand with the qualities of home-cooked freshness

b.creates an association with Thelma's products and ovens

c.creates an association of Thelma's with cardboard boxes

QUESTION 23: Sara pays a franchising fee to Burger King and opens a new Burger King restaurant in her town. She must pay a percentage of her revenue to Burger King headquarters in order to continue to use its brand. Sara's Burger King franchise store is an example of what type of branding strategy?

a.brand licensing

b.co-branding

c.line extensions

QUESTION 24: Sherry traveled to Moscow, Russia in the early 1990s. When she walked to the local store to purchase some bread, cheese, and milk, she discovered there was only one brand choice for each of the items on her grocery list. This lack of choice made her decisions easy, but she left the store dissatisfied. Without having multiple brands from which to make her selection, which type of situational factor did Sherry experience?

a.a simple life stage task

b.complex market offerings

c.limited market offerings

QUESTION 25: CNET is meeting the needs of the Latino market by partnering with high-profile Latino celebrities. It recently partnered with Sophia Vergara's marketing agency to reach a wider Hispanic audience. CNET also created a Spanish-language tech site that appeals to younger, more tech-savvy customers. Which of the following influencing marketing factors is CNET using?

a.the ethnic Latino subculture and communication through opinion leaders

b.social class factors and word-of-mouth influence

c.psychological aspects of belief and attitude

QUESTION 26: A toy company decides it wants to brand some of its own products and private-label other toys for a variety of companies. What brand naming strategy should they choose?

a.a mixed brand strategy

b.their own brand strategy

c.a private-label strategy

QUESTION 27: Warby Parker makes and sells prescription eyeglasses online. It wants to know the extent of its customers' loyalty. After collecting the information from a handful of customer surveys, Warby Parker discovers its customers are very loyal to its brand. This is an example of which of the ten measurable attributes according to David Aaker?

a.customer satisfaction with the brand

b.leadership or popularity of the brand

c.market price and distribution coverage of the brand

QUESTION 28: Betty is a marketer for a small convenience store chain. She is running a focus group to discover the decision-making process for potential new customers. She has been asking the group about what influences their decision-making process and has discovered a number of reasons why those factors sway customers' decisions one way or another. What additional question is Betty forgetting to ask the potential customers?

a.How does a seller's product or service usage influence her customer's life?

b.How do the potential buyers go about making purchase decisions?

c.What factors influence a potential buyer's experience with a product or service?

QUESTION 29: The first step in outlining a strong marketing positioning statement is to:

a.address the target audience

b.address the key reasons customers should believe in the statement

c.address the category or frame of reference

QUESTION 30: Ben commutes to work every day by riding the commuter train into downtown. Every day he stops at the donut shop in the transportation hub building and purchases a cup of coffee and one donut. Ben is now standing in front of the donut store counter to make a purchase. His purchase decision will most likely be a:

a.Medium-involvement decision

b.Low-involvement decision

c.High-involvement decision

QUESTION 31: Megan grabs a box of Joe Joe's cookies every time she shops at Trader Joe's. She discovered them after taste testing many different kinds of cookies last year. This example involves which situational factor?:

a.demographics and life stage

b.the buying task of cookie brand loyalty

c.attitudes and beliefs

QUESTION 32: Heinz Katchup decided in the early 2000s to introduce a fun new product targeted at children. They created and marketed the Heinz EZ Squirt product, which came in a squeezable bottle with a narrow tip for writing with the "Blastin' Green" colored ketchup. Soon Heinz added the colors orange, purple, teal, blue, and pink to the mix. It was initially successful, but within a few years sales dried up, and the product was retired. Which common type of reposition pitfall did they likely encounter?

a.overestimating the "back to basics" approach

b.overpromising

c.going a bridge too far

QUESTION 33: Once a brand name makes it through the various steps, screenings, and selection, what last step should be taken to protect the new brand name?

a.get a trademark for the new brand name

b.register the various internet domains for the new brand name

c.customer-test the new brand name

QUESTION 34: Betina wanted a toolbox for her many hammers, wrenches, etc. She looked through online reviews of toolbox brands and identified the right size for her number of tools. She didn't like the look of most of the boxes she found, however. One day she discovered a toolbox that matched her needs and her aesthetic desire. The Trusco company offered retro-style cantilever toolbox that was enameled blue and solid steel. Betina decided it was the one for her and easily purchased the toolbox through Trusco's website. What part of the consumer decision-making process did Betina just enact?

a.searching for information

b.the purchase decision

c.evaluating alternative process

QUESTION 35: Mercedes-Benz runs a TV commercial advertisement that displays one of its top-of-the-line cars. As the driver pulls up to a valet, people turn their heads and stare at the car. Mercedes-Benz has effectively leveraged which need in Maslow's hierarchy?

a.safety and security

b.physiological needs

c.esteem

QUESTION 36: Harry is moving for a new job in a few months. He will need someone to watch his two children after school while he is still at work. Not knowing the new city well, he begins this important decision by speaking with future coworkers with children to see if they can recommend particular childcare in the area. Harry also calls a few additional childcare facilities and conducts interviews with prospective sitters. After a month of searching and narrowing down a short list of childcare businesses, he sets up interviews with child-care facilities and sitters. He decides it's best for his kids to be cared for at home in order to minimize their stress from the new move, and thus selects the best sitter from his interviews. This is an example of what type of decision?

a.Low-involvement decision

b.High-involvement decision

c.Medium-involvement decision

QUESTION 37: A medicinal product needs a new packaging design. What attributes do marketers need to ensure are built into the packaging for this product?

a.aesthetic beauty, sustainability, convenience

b.affordability, distinction, aesthetic beauty

c.quality, safety, instructions, legal compliance

QUESTION 38: The linguistic tone for all brand-related communications and promotions is defined as which of the following?

a.brand core values

b.brand positioning

c.brand voice

QUESTION 39: Robinson Remodeling is a handyman business specializing in electrical and plumbing services. Mr Robinson should write a position statement to help him be with more effective marketing his business. What should be included to make Robinson's Remodeling statement effective?

a.the position of the mindset of a master plumber

b.addresses the elements of the larger construction market

c.position itself to the homeowner market, and its thirty years of customer satisfaction in small and medium home electrical and plumbing repairs

QUESTION 40: A company's position statement claims it conveniently offers its travel pillow product to busy travelers. Customers are very pleased with the pillow's features but usually need a pillow quickly, and the pillow is not available in any airport stores. It is only available online. What part of the marketing mix is misaligned with the company's position strategy?

a.The product isn't delivering all that the position statement claims it does.

b.The distribution portion has been poorly addressed.

c.The promotion portion of the marketing mix is misaligned with the target audience .

QUESTION 41: The Hayso company is a regional soda company in the Midwest. It started out making a handful of sodas like cola, diet-cola, orange soda, etc. Over the years, sales have decreased as new companies arrived and addressed a growing desire for specialty sodas. What is triggering the Hayso's soda company to reposition itself?

a.product features and traditional service offerings

b.new internal hiring policies and accounting systems

c.competition and consumer trends

QUESTION 42: Luke is shopping at the grocery store and pushes his cart down the chip aisle. The entire aisle is full of various kinds of chips, but Luke prefers Cape Cod Kettle Potato Chips. He grabs a bag of the sea salt and cracked pepper flavor and heads towards the checkout. What brand function has the Cape Cod chip company created for Luke?

a.created distractions and mental clutter

b.simplified his choices for purchasing chips

c.developed increased loyalty for the grocery store

QUESTION 43: Maeko likes to purchase many of the products she needs online to save herself time. Her go-to online store is Zappos.com. She finds most of what she needs there and has had very satisfying shopping experiences in the past. What type of brand is Zappos.com?

a.a media brand

b.a private-label brand

c.an e-brand brand

QUESTION 44: Dunkin Donuts is an unpretentious place to get good, inexpensive coffee for customers on the go who realize coffee is a drink, not a lifestyle. What is effective about this position statement?

a.It is tailored to their no-frills coffee target audience and provides helpful direction for designing the marketing mix.

b.It positions itself by addressing the mind of the coffee connoisseur.

c.It addresses the elements of the larger doughnut market.

QUESTION 45: Four Paws Sweaters makes the largest variety of hand-crafted dog sweaters in the dog sweater market. The company offers monograms and special patches that can be added to a customer order as well. Chelsey, the company's owner, offers tailor-made orders if a customer is willing to pay the custom price. Chelsey has been knitting for over 40 years and is an award-winning knitter. Chelsey's skills as a knitter are a:

a.price position

b.marketing strategy

c.competitive advantage