According to Maslow, when Clorox wipes highlight the germ-harboring aspect of conventional sponges, it is addressing
a. the self-actualizing level of needs
b. the need for love and belonging
c. physiological need for health
d. the esteem need that accompanies keeping a clean house
Question 2The use of marketing communications is not appropriate for organizations delivering not-for-profit services.
Indicate whether the statement is true or false
Question 3If relatively little is known about the phenomenon to be investigated, exploratory research is often used to clarify the issues.
a. True
b. False
Indicate whether the statement is true or false
Question 4Which one of the following would not be offered as support for the argument that advertising benefits consumers?
a. The desire to have products that are supported by advertising encourages companies to offer improved products.
b. Advertising increases the probability of the success of a new product, so it increases the variety of products.
c. The speed and reach of advertising allows for quicker diffusion of innovations.
d. Advertising is a remarkably efficient system for moving demand from one brand to another.
Question 5Marketing and communications are virtually inseparable.
Indicate whether the statement is true or false
Question 6Which of the following is considered by advertising critics to be a con of advertising in society today?
a. advertising provides too much information c. advertising creates needs
b. advertising lowers cost of products d. advertising reflects society's desires
Question 7The single most important step in the marketing research process is exploratory research.
a. True
b. False
Indicate whether the statement is true or false
Question 8The marketing communications component of the marketing mix has decreased dramatically in importance in recent decades.
Indicate whether the statement is true or false
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