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| 1 | |
In recent years many states and cities in the United States have imposed restrictions on smoking in public areas and inside business premises, and increased public awareness advertising of the health risks associated with smoking. In China, smoking is growing and few government restrictions have been imposed. For tobacco companies, China represents a: |
| | A) | market opportunity. |
| | B) | market aggregation. |
| | C) | market weakness. |
| | D) | market strength. |
| | E) | market threat. |
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| 2 | |
Shiseido is a Japanese manufacturer of cosmetics and toiletries. It has a solid reputation for quality, which is backed by the company's strong research and development capabilities. This reputation gives Shiseido ______ over other companies trying to sell similar products to the same markets. |
| | A) | brand quality |
| | B) | product equity |
| | C) | a competitive advantage |
| | D) | brand power |
| | E) | a market opportunity |
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| 3 | |
The first step in the target marketing process for a manufacturer of exercise videos is: |
| | A) | developing a positioning strategy. |
| | B) | the identification of markets with unfulfilled needs. |
| | C) | a SWOT analysis of all of its potential competitors. |
| | D) | the hiring of an advertising agency. |
| | E) | delineation of the market segments it will target. |
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| 4 | |
Seeds of Change is a brand of organic rice and grain dishes, salsas and salad dressings. Seeds of Change determined that the people who want to eat healthy and nutritious meals are _____ for the company's products. |
| | A) | part of an undifferentiated market |
| | B) | an aggregated market |
| | C) | a response-stimulus market |
| | D) | a mass market for organically produced food |
| | E) | a market segment |
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| 5 | |
Television network managers know the audience for golf tournaments is quite small but includes a high percentage of upper-income viewers. The networks sell advertising for golf tournaments based on _____ segmentation. |
| | A) | behavioristic |
| | B) | psychographic |
| | C) | geographic |
| | D) | attribute |
| | E) | demographic |
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| 6 | |
The ad in Green House Product News was of Michell's, a company that has produced the most heat tolerant impatiens ever grown. (Impatiens are a type of annual flower. Other types of impatiens wilt quickly in the sun.) The ad explains why retailers of bedding plants should stock Michell's impatiens and not another company's. By urging distributors to engage in a modified rebuy, this business-to-business ad is using the _____ approach to segmentation. |
| | A) | demographic |
| | B) | geographic |
| | C) | benefits sought |
| | D) | buying situation |
| | E) | psychographic |
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| 7 | |
The Home Depot's advertising theme is "The Home Depot is more than a store - You can do it. We can help." The home improvement store wants its customers to think of the store and its employees as important resources. This is the _____ strategy being used by Home Depot. |
| | A) | positioning |
| | B) | undifferentiated marketing |
| | C) | concentrated marketing |
| | D) | market atomization |
| | E) | demographic segmentation |
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| 8 | |
An ad read, Headline-"What's the #1 mouthwash in hospitals? No it's not Listerine or Scope. It's Cepacol Antibacterial." This advertiser used positioning by: |
| | A) | product class. |
| | B) | product attributes and benefits. |
| | C) | price/quality. |
| | D) | competitor. |
| | E) | cultural symbol. |
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| 9 | |
_____ is the intangible asset of added value or goodwill that results from the favorable image, impressions of differentiation, and/or the strength of consumer attachment to a brand name. |
| | A) | Value assessment |
| | B) | Product differentiation |
| | C) | Brand munificence |
| | D) | Brand equity |
| | E) | Customer retention |
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| 10 | |
Pharmaceutical ads on television using the theme "Ask your doctor about Brand A cough syrup" are examples of: |
| | A) | promotional pull strategies. |
| | B) | promotional push strategies. |
| | C) | advocacy advertising. |
| | D) | market harvesting strategies. |
| | E) | non-intermediary marketing. |
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