14 Aug MKT 571 Final Exam 1. BMW, the maker of the Mini Cooper brand, is using what ki
MKT 571 Final Exam
1. BMW, the maker of the Mini Cooper brand, is using what
kind of brand strategy with its Mini products?
2. Painting and consulting are considered industrial goods because
______________.
3. Which of the following best describes the role of social responsibility in
marketing?
4._____________ is the key ingredient in marketing campaigns and consists of a
diverse collection of short-term incentive tools designed to influence trial,
purchase, and interests of consumers and wholesalers.
5. Marketing __________ is the art and science of choosing
target markets and getting, keeping, and growing customers through creating,
delivering, and communicating superior customer value.
6.___________ are formal statements of expected product performance by the
manufacturer.
7. A __________ pricing objective is suitable for a company that has
overcapacity, intense competition, and changing customer needs.
8. Which of the following is most closely associated with a proactive marketing
orientation?
9. When Apple introduced its popular iPod Nano model, it dropped its Mini iPod
at the same time. The Mini was, at the time, the most popular MP3 player in the
marketplace. This is an example of __________.
10. Hospitals are engaged in intense competition to fill maternity beds. What
type of advertising would hospitals most likely use to advertise their new
amenities like hot tubs in every room, filet mignon or lobster on the menu, and
afternoon teas for the new mothers and their families?
11. The introduction of a new product to the market using market-penetration
pricing is most likely to be successful when _____________.
12. In 2003, Toyota introduced its Scion brand with the aim of bringing younger
buyers into the family. This was a classic example of _________________.
13. Mr. Tse and his family took a vacation to Washington, D.C. While there,
they bought souvenirs, t-shirts, and hats to take home to family and friends
who didnt have the opportunity to go. The experience of the Tse family is an
example of which offering?
14. Which of the following best describes integrated marketing communication
(IMC)?
15. When SAP software added a Windows-style back button to its industrial
invoice management software, the new product ___________.
16. Brands can play a number of specific roles within a companys brand
portfolio. For example, a __________ is positioned with respect to competitors
brands so that more important and profitable brands retain their desired
positioning.
17. Characteristics a buyer can evaluate before purchase are called
_______________.
18. Mazdas Miata convertible originally drew the most interest from women
between the ages of 35 and 55. In order to interest more potential customers in
the roadster, Mazda beefed up the model with heavier shocks and a faster
engine, and then emphasized performance in its advertising. This is an example
of creating a new product by ____________.
19. For $15 a day, Chlena will go to your home and feed, water, and play with
your pet while you are on vacation. The service Chlena provides is an example
of a _____________.
20. Business buyers ______________.
21. A ___________ is when a parent brand is used on a new product targeting a
new market segment within a category currently served by the parent.
22. A common mistake in pricing is ____________________.
23. Best Buy will often try to sell the buyer of a high-end television monitor
an extended warranty. This is an example of _______________.
24. Within the last couple years several cosmetics manufacturers have
introduced non-clumping mascara. Revlon was one of these manufacturers. Revlon
should use ________ advertising to increase selective demand for its
non-clumping mascara.
25. Which of the following areas will a marketing manager standardize or adapt
when taking a new product global?
26. Public policy makers have developed a substantial body of laws and
regulations to govern advertising. For these reasons, an important step in
developing an advertising campaign is _____________.
27. When customers buy on the basis of a reference price or because the price
conveys a particular quality image to them, they are being influenced by
____________.
28. Toyota, the maker of the Scion brand, is using what kind of brand strategy
with Scion products?
29. Scotty is in the process of opening Suburban Legends SK8S to sell boards,
wheels, trucks, clothing, videos, and skateboarding related collectibles. The
first thing Scotty should do when setting the stores prices is to
____________.
30. Marketers plan their market offerings at five levels. What is the correct
order of the levels, going from most fundamental to the level with the most
benefits?
1. BMW, the maker of the Mini Cooper brand, is using what
kind of brand strategy with its Mini products?
2. Painting and consulting are considered industrial goods because
______________.
3. Which of the following best describes the role of social responsibility in
marketing?
4._____________ is the key ingredient in marketing campaigns and consists of a
diverse collection of short-term incentive tools designed to influence trial,
purchase, and interests of consumers and wholesalers.
5. Marketing __________ is the art and science of choosing
target markets and getting, keeping, and growing customers through creating,
delivering, and communicating superior customer value.
6.___________ are formal statements of expected product performance by the
manufacturer.
7. A __________ pricing objective is suitable for a company that has
overcapacity, intense competition, and changing customer needs.
8. Which of the following is most closely associated with a proactive marketing
orientation?
9. When Apple introduced its popular iPod Nano model, it dropped its Mini iPod
at the same time. The Mini was, at the time, the most popular MP3 player in the
marketplace. This is an example of __________.
10. Hospitals are engaged in intense competition to fill maternity beds. What
type of advertising would hospitals most likely use to advertise their new
amenities like hot tubs in every room, filet mignon or lobster on the menu, and
afternoon teas for the new mothers and their families?
11. The introduction of a new product to the market using market-penetration
pricing is most likely to be successful when _____________.
12. In 2003, Toyota introduced its Scion brand with the aim of bringing younger
buyers into the family. This was a classic example of _________________.
13. Mr. Tse and his family took a vacation to Washington, D.C. While there,
they bought souvenirs, t-shirts, and hats to take home to family and friends
who didnt have the opportunity to go. The experience of the Tse family is an
example of which offering?
14. Which of the following best describes integrated marketing communication
(IMC)?
15. When SAP software added a Windows-style back button to its industrial
invoice management software, the new product ___________.
16. Brands can play a number of specific roles within a companys brand
portfolio. For example, a __________ is positioned with respect to competitors
brands so that more important and profitable brands retain their desired
positioning.
17. Characteristics a buyer can evaluate before purchase are called
_______________.
18. Mazdas Miata convertible originally drew the most interest from women
between the ages of 35 and 55. In order to interest more potential customers in
the roadster, Mazda beefed up the model with heavier shocks and a faster
engine, and then emphasized performance in its advertising. This is an example
of creating a new product by ____________.
19. For $15 a day, Chlena will go to your home and feed, water, and play with
your pet while you are on vacation. The service Chlena provides is an example
of a _____________.
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