Apex Manufacturing has developed an ingenious twist on a widely available home cleaning product. ...

Apex Manufacturing has developed an ingenious twist on a widely available home cleaning product. Management wishes to test market the new product, but they are hesitant to do so because other manufacturers of home cleaning products could easily duplicate Apex's modification. Which type of test marketing would you recommend to Apex?
 a. Controlled test marketing
  b. Standard test marketing
  c. Forced-distribution test marketing
  d. Simulated test marketing
  e. Electronic test marketing

Question 2

Which of the following is the earliest of these examples of product placement in a movie?
 a. Reese's pieces in E.T. c. The BMW Z3 in Golden Eye
  b. The Mini Cooper in the Italian Job d. Wonder Bread in Talledega Nights

Question 3

Marketers can enhance the consumers' ability to access knowledge structures by ____.
 a. using loud music
  b. using colorful ads
  c. employing verbal framing
  d. repeating brand information
  e. increasing curiosity about the brand

Question 4

Marketers should set specific objectives for brand development activities.
 
 Indicate whether the statement is true or false

Question 5

Typical examples of control problems associated with test marketing are
 a. the lack of cooperation of retailers.
  b. over-attention to in-store conditions, such as always-stocked shelves.
  c. attempts by competitors to sabotage test market results.
  d. Both a and c are correct.
  e. a, b, and c are correct.

Question 6

What is the term in marketing that entails embedding your brand as part of an entertainment property (e.g., a sporting event, TV show, theme park, short film, movie, or video game) in an effort to connect with your consumer in a unique and compelling way?
 a. Fan loyalty c. Splashing Events
  b. Branded entertainment d. Premiums

Question 7

Marketers can enhance the consumers' opportunity to reduce processing time by ____.
 a. appealing to hedonistic needs
  b. heightening ad complexity
  c. repeating brand information
  d. creating gestalt processing
  e. employing verbal framing

Question 8

Brand awareness may be sufficient to drive purchasing action for a low-involvement product.
 
 Indicate whether the statement is true or false

Question 9

Bob's Cookie Company has decided to test market their new sugarless chocolate chip cookie. A major question the company hopes to answer with the test market project concerns distributor acceptance of this somewhat novel product. Which method of test marketing would be most appropriate in this situation?
 a. Controlled test marketing
  b. Standard test marketing
  c. Forced-distribution test marketing
  d. Simulated test marketing
  e. Electronic test marketing