Liko

Results Reporter Out of 10 brains, you answered 5 right on with a final grade of 50% 5 correct (50%) 5 incorrect (50%) 0 unanswered (0%) Your Results The correct answer for each question is indicated by a . - Top of Form 1 CORRECT set is the nodes perception of all(a) of the returns of a product or service weighed against all the costs of acquiring and consuming it. The mileage of a car would be considered as a(n) A) functional benefit. B) experiential benefit. C) social benefit. D) mental benefit. E) internal benefit. Feedback impediment sturdy LO 01-01 motion The Role of Marketing Blooms Apply AACSB meditative thought Page 07 Value is the customers perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it. Benefits can be functional (the performance of the product), experiential (what it feels like to use the product), and/or psychological (feelings such(prenominal) as self-es teem or status that result from owning a particular brand). 2 INCORRECT How did integrated merchandising communications (IMC) change the role of selling? A) It shifted marketplace power from retailers to manufacturers. B) It led to increasing dependence on the advertising element of the promotion mix. C) It led to the rapid yield and development of database marketing. D) It created a lessening need for advertising agencies to be responsible for their actions. E) It shifted marketing expenditure from non-traditional to traditional media advertising. Feedback problem Easy LO 01-03 Topic Reasons for the ontogenesis Importance of IMC Blooms memorialise AACSB Analytic Page 14Major characteristics of this marketing revolution acknowledge the growth and development of database marketing. Many companies now have extensive databases containing customer names geographic, demographic, and psychographic profiles, purchase patterns media preferences, credit and some oppositewise financial information and other relevant characteristics. 3 CORRECT Which of the following statements is true about branding? A) Organizations should not provide the same level of promotion to brands during recessions as they do during times of prosperity. B) A well-known brand has a competitive value in the market. C) Companies trying to sell their products internationally do not benefit from having a strong brand name. D) The appeal of recognized brand names is declining. E) Many organizations view the process of creating and maintaining a strong brand as a liability. Feedback Difficulty Medium LO 01-03 Topic The Role of IMC in stigmatisation Blooms Understand AACSB Analytic Page 15 With more and more products and operate competing for consideration by customers who have less and less time to addle choices, well-known brands have a major competitive advantage in todays marketplace. 4 CORRECT ____ advertising would focus on creating a bespeak for MilkBone, a brand of dog biscuits, among consumers. A) Selective- motive B) Direct C) Trade D) Primary-demand E) Secondary-demand Feedback Difficulty weighed down LO 01-04 Topic advertize Blooms Analyze AACSB Reflective Thinking Page 20 Refer depend 1-4 Primary-demand advertising is designed to feature demand for the usual product class or entire industry. Selective-demand advertising focuses on creating demand for a specific companys brands. 5 INCORRECT The ad for Gills onions in sweet-smelling Cut, a publication for people in the grocery business, incited transshipment center managers to stock up on the product. The ad is an example of _____ advertising. A) consumer B) trade C) cooperative D) comparative E) primary demand Feedback Difficulty Hard LO 01-04 Topic Advertising Blooms Analyze AACSB Reflective Thinking Page 20 Refer Figure 1-4 Advertising targeted to marketing channel members such as wholesalers, distributors, and retailers.The goal is to encourage channel members to stock, promote, and resell the manufacturers branded products to their customers. 6 INCORRECT Several historic period ago, consumers could get a free Bart Simpson watch if they collected and mail-clad in three Universal Product Codes from boxes of Kelloggs cereal. Which element of integrated marketing communications was being used in this case? A) Sponsorship B) Interactive marketing C) Direct-order advertising D) Sales promotion E) Exchange advertising Feedback Difficulty Hard LO 01-04 Topic Sales PromotionBlooms Analyze AACSB Reflective Thinking Page 23 Sales promotionis generally defined as those marketing activities that provide bare(a) value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. 7 CORRECT SoBe beverages was a major sponsor of the somberness Games, which included contestants performing 360-degree turns in mid-air while on motor cycles, competitive skateboarding, and other extreme sports. By co-sponsoring this event, SoBe was indulging in A) trade advertising. B) direct marketing. C) in-person selling. D) primary-demand advertising. E) public relations. Feedback Difficulty Hard LO 01-04 Topic Publicity Blooms Analyze AACSB Reflective Thinking Page 25 Public relations uses publicity and a variety of other tools-including limited publications, participation in community activities, fund-raising, sponsorship of special events, and various public affairs activities-to enhance an organizations image. 8 CORRECT Advertisements, websites, rack releases, brochures and point-of-purchase displays are all examples of A) intrinsic raise points. B) company created jibe points. C) consumer created touch points. D) unexpected touch points. E) extrinsic touch points. Feedback Difficulty Easy LO 01-05 Topic IMC involves Audience Contacts Blooms Remember AACSB Analytic Page 26 Com pany created touch points are figurened marketing communication messages created by the company such as advertisements, websites, news/press releases, packaging, brochures and collateral material, sale promotions, and point-of-purchase displays along with other types of in-store decor. 9 INCORRECT During an internal psycho abstract conducted for the creation of the marketing plan of PSA Peugeot Citroen, Europes second-biggest car manufacturer, the company would have discovered A) a capableness market in the United States. B) the image of the company as an economical manufacturer. C) how competition from Volkswagen is busheling the companys growth. D) untapped target markets. E) the current demographic trends in the environment. Feedback Difficulty Medium LO 01-06 Topic Promotional architectural plan Situation Analysis Blooms Remember and UnderstandAACSB Analytic Page 29 Another aspect of the internal analysis is assessing the strengths and weaknesses of t he firm or the brand from an image perspective. Often the image a firm brings to the market will have a significant impact on the way the firm can advertise and promote itself as well as its various products and services. 10 INCORRECT The external analysis (done for the creation of the marketing plan) of the situational analysis would examine A) the image of the company or the brand. B) the characteristics and buy patterns of the firms ustomers. C) the firms ability to implement the promotional program. D) the selection and evaluation of the ad agency. E) the results of the previous marketing plan. Feedback Difficulty Easy LO 01-06 Topic Promotional Program Situation Analysis Blooms Remember AACSB Analytic Page 32 An all-important(a) part of the external analysis is a detailed consideration of customers characteristics and buying patterns, their decision processes, and factors influencing their purchase decisions. Bottom of Form