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| 1 | |
Seeds of Change is a brand of organic rice and grain dishes, salsas and salad dressings. Seeds of Change determined 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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| 2 | |
In recent years many states and cities in the United States have imposed restrictions on smoking in public areas and inside businesses, 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 cigarette manufacturers, China represents a: |
| | A) | market opportunity |
| | B) | market aggregation |
| | C) | market weakness |
| | D) | market strength |
| | E) | market threat |
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| 3 | |
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. Its reputation gives Shiseido ______ over other companies trying to sell 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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| 4 | |
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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| 5 | |
In the _____ segmentation approach, markets can be divided according to different climates. |
| | A) | behavioristic |
| | B) | lifestyle |
| | C) | geographic |
| | D) | benefit |
| | E) | Demographic |
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| 6 | |
The ad in Green House Product News was for 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 | |
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) | attitribute |
| | E) | Demographic |
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| 8 | |
There are three types of market coverage. They are differentiated marketing, undifferentiated marketing, and: |
| | A) | demographic marketing |
| | B) | positioning |
| | C) | mass marketing |
| | D) | symbolic marketing |
| | E) | concentrated marketing |
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| 9 | |
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 strategy |
| | B) | undifferentiated marketing |
| | C) | concentrated marketing |
| | D) | market atomization |
| | E) | demographic segmentation |
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| 10 | |
The ad in Green House Product News was for Michell's, a company that has produced the most heat tolerant impatiens ever grown. (Impatiens are a type of annual flowers. Other types of impatiens wilt quickly in the sun.) Michell's is using positioning by: |
| | A) | product class |
| | B) | product attributes and benefits |
| | C) | price/quality |
| | D) | competitor |
| | E) | cultural symbol |
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| 11 | |
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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| 12 | |
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. Its advertising theme replaces "Driving down the cost of home improvement." The change in advertising theme indicates The Home Depot is engaged in: |
| | A) | product repositioning |
| | B) | concentrated marketing |
| | C) | differentiated marketing |
| | D) | undifferentiated marketing |
| | E) | market diversification |
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| 13 | |
Paint Pourri is a colorless paint additive that when mixed with interior household paint will scent rooms with fragrances of vanilla, citrus, or the ocean. It is designed to time-release for up to one year after being painted on walls. To determine the positioning strategy for this new product, its producer should first: |
| | A) | identify any competition |
| | B) | establish a budget |
| | C) | gather a list of all paint manufacturers |
| | D) | decide whether to target the consumer market or the business market |
| | E) | determine how consumers perceive paint and paint additives |
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| 14 | |
_____ 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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| 15 | |
The many pharmaceutical ads on television using the theme "Ask your doctor about ______" 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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