Alexina is a 9 year old tennis player. She returned from school one day and asked her mother to buy ...
Alexina is a 9 year old tennis player. She returned from school one day and asked her mother to buy her a pair of Nike running shoes, just like the ones worn by Serena Williams. The self concept theory tells us Alexina is looking at A) her peer
A web camera is placed in a daycare center playground area to observe how small children use the ...
[html]A web camera is placed in a daycare center playground area to observe how small children use the playground equipment. This is an example of ________.
Each of the following items cause brand communities to form, except:
Each of the following items cause brand communities to form, except: A) low prices. B) affirmation of the buying decision. C) social identity and bonding. D) swap stories.
The sales director discovers that salespeople have been discussing competitors in an effort to ...
The sales director discovers that salespeople have been discussing competitors in an effort to introduce doubt about competing products to prospects. Why has this backfired? A) Discussing competitors makes the prospects wonder why the salespeople ar
What is a potential pitfall for Phil of competing on price instead of developing a partnering ...
What is a potential pitfall for Phil of competing on price instead of developing a partnering relationship with car buyers? A) A customer who buys only because the car is cheap will switch to another dealer with lower prices for the next purchase.
Coca-Cola’s signature "Coke is it" is an example of
Coca-Cola’s signature "Coke is it" is an example of A) product differentiation positioning B) comparative positioning C) lifestyle positioning D) brand-leadership positioning E) technical innovation positioning
________ includes an assessment of a brand's role and performance in the marketplace, as well as an ...
________ includes an assessment of a brand's role and performance in the marketplace, as well as an investigation of the brand's relationship with its customers. A) Competitive analysis B) Brand experience research C) Media r
Once a theme is identified, then specific comments are located and coded as being either in support ...
Once a theme is identified, then specific comments are located and coded as being either in support of or in opposition to that theme. A) True B) False
If Visa wanted to measure the benefits of its involvement with the Toronto International Film ...
If Visa wanted to measure the benefits of its involvement with the Toronto International Film Festival (TIFF), which of the following would NOT be measured? a. awareness b. sales c. new clients d. timeliness e. image
All of the following are steps in new product development EXCEPT ________.
All of the following are steps in new product development EXCEPT ________. A) product analysis B) idea screening C) brand awareness D) commercialization E) market testing
________ tend to be something you think about; ________ tend to be based on feelings and desires.
________ tend to be something you think about; ________ tend to be based on feelings and desires. A) Wants; needs B) Recollections; memories C) Transformations; emotions D) Needs; wants E) Memories; recollections
Which of the following statements about Homescan is FALSE?
Which of the following statements about Homescan is FALSE? a. Nielsen's Homescan Service is designed to measure natural consumer behavior rather than test the effects of different promotions or advertising. b. The Homescan Service mainta
The adoption of new technologies for digital marketing has temporarily slowed as marketers come to ...
The adoption of new technologies for digital marketing has temporarily slowed as marketers come to grips with the wealth of technologies already available. a. True b. False Indicate whether the statement is true or false
The practice of _____ consists of retailers purchasing enough products on one deal to carry them ...
The practice of _____ consists of retailers purchasing enough products on one deal to carry them over until the manufacturer's next regularly scheduled deal. a. pay-for-performance b. forward buying c. diverting d. co-marke
Bell Canada's sponsorship of the 2010 Olympics is an example of
Bell Canada's sponsorship of the 2010 Olympics is an example of A) experiential marketing B) event marketing C) promotional marketing D) public relations E) cause marketing
In addition to customer satisfaction, what is the other cornerstone of contemporary marketing?
In addition to customer satisfaction, what is the other cornerstone of contemporary marketing? A) profit maximization B) technological leadership C) competitive pricing D) building customer relationships E) creative promotion
When the stock market crashed in 2008, Scotiabank was running a campaign with the tag line, ...
When the stock market crashed in 2008, Scotiabank was running a campaign with the tag line, “you’re richer than you think”. What is the term for the quick action they took to adjust that campaign? A) They implemented a contingency plan.
The Calvert Company assigns companies scores between 1 and 5 on which of the fol
The Calvert Company assigns companies scores between 1 and 5 on which of the following categories? A) freedom of information B) transparency C) community relations D) truth in advertising E) consumer privacy
In the SOCIAL MEDIA MINI CASE, how could Kraft Foods measure each team's degree of influence on ...
In the SOCIAL MEDIA MINI CASE, how could Kraft Foods measure each team's degree of influence on Twitter? A) the frequency of updating tweets B) the extent to which one's tweets are reference or cited C) the Twitter's num
Which of the following is typically the first step in the process of message development?
Which of the following is typically the first step in the process of message development? A) personal research B) review of secondary research provided by the client C) concept testing D) "Big Idea" brainstorming E)
The textbook defines a "well-organized" market as a market in which
The textbook defines a "well-organized" market as a market in which A) all information available to sellers and buyers is also available to other parties to exchange transactions. B) bids and offers of buyers and sellers are broug
Kraft peanut butter Teddy bears is an example of how a character may be so closely associated with a ...
Kraft peanut butter Teddy bears is an example of how a character may be so closely associated with a product that A) only a humorous appeal can be used B) creative research is no longer needed C) fewer creative executions are required
When the NHL ran ads featuring celebrities, such as Shania Twain, Jim Belushi, and Cuba Gooding Jr., ...
When the NHL ran ads featuring celebrities, such as Shania Twain, Jim Belushi, and Cuba Gooding Jr., about cracking down on violence (in game fighting) they were using repositioning.
You just interviewed for a job with Dial, Inc. and learned that they are looking for someone who ...
You just interviewed for a job with Dial, Inc. and learned that they are looking for someone who will call on grocery, drug, and convenience stores to sell and service Dial's health and beauty aid items to these types of retailers. What type of
You are the creative director at a Milwaukee ad agency. Today, your copywriters are presenting you ...
You are the creative director at a Milwaukee ad agency. Today, your copywriters are presenting you with their ideas for several thirty-second radio spots for the City of Milwaukee Tourism Bureau. The Bureau wants to feature its own information center
In terms of cognitive mapping, if most consumers have not considered Sunkist lemons as a substitute ...
In terms of cognitive mapping, if most consumers have not considered Sunkist lemons as a substitute for salt, then an advertisement that conveys such a message to consumers is attempting to: A) strengthen a linkage that already exists. B) m
Which of the following is most likely conducted during and after an ad campaign?
Which of the following is most likely conducted during and after an ad campaign? A) brand experience research B) media audit C) competitive analysis D) copy testing E) concept testing
Identify the incorrect statement about expressed warranties.
Identify the incorrect statement about expressed warranties. a. They are the result of the interaction between the retailer and the customer. b. They may be either written into the contract or verbalized. c. They are based on cust
At some catalog retailers, employees on roller skates called pickers are handed a printout of the ...
At some catalog retailers, employees on roller skates called pickers are handed a printout of the products a customer wants, and then the pickers skate through large warehouses accumulating the desired products into one central location. The pickers
Give four examples of things that need to be insured at different sports and entertainment events or ...
Give four examples of things that need to be insured at different sports and entertainment events or venues. Describe the venue and event and explain what might cause loss or injury.
