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| 1 | |
The written marketing plan must reflect the goals of top management and be consistent with the company's mission and capabilities. |
| | A) | True |
| | B) | False |
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| 2 | |
The decision by Ford Motors European operation to build a "bad guy" image for its SportKa sedan would be an example of an action program. |
| | A) | True |
| | B) | False |
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| 3 | |
In terms of the four sources of brand messages, the full-page ad for Indofood brand noodles in a cooking magazine would be an example of a planned message. |
| | A) | True |
| | B) | False |
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| 4 | |
Organizations should perceive advertising as an investment. |
| | A) | True |
| | B) | False |
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| 5 | |
Why do companies set need-satisfying objectives? |
| | A) | They allow them to think in terms of return on investments. |
| | B) | They create specific, quantifiable goals for the company. |
| | C) | They force managers to look at the company through the customers' eyes. |
| | D) | They force managers to take a narrow view of the company. |
| | E) | All of the above statements explain why companies set need-satisfying objectives. |
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| 6 | |
The marketing department of the European division of Ford Motors is trying to create a "bad boy" image for its SportsKa sedan. This would be an example of positioning by: |
| | A) | cultural symbol |
| | B) | product class |
| | C) | product user |
| | D) | marketing mix |
| | E) | price/quality |
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| 7 | |
An attempt by Italian marketers to position Italian-grown truffles (a mushroom delicacy) as superior to those produced in other nations would be an example of positioning by: |
| | A) | product attributes |
| | B) | use/application |
| | C) | product class |
| | D) | cultural symbol |
| | E) | product competitor |
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| 8 | |
The decision by Indofoods, the world's largest manufacturer of instant noodles, to market a line of noodles in Valentine gift boxes to increase sales would be an example of a(n): |
| | A) | corporate objective |
| | B) | tactic |
| | C) | organizational structure |
| | D) | environmental objective |
| | E) | strategic posture |
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| 9 | |
Why must companies focus on managing loyalty among carefully chosen customer and stakeholders if they want to succeed? |
| | A) | the cost of lost customers |
| | B) | the issue of unfulfilled sales-target objectives |
| | C) | concern over employee empowerment |
| | D) | dealing with ethical dilemmas |
| | E) | all of the above |
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| 10 | |
Advertising strategy blends together: |
| | A) | target markets, positioning and segmentation strategies |
| | B) | advertising media, advertising messages, advertising objectives, and advertising creativity |
| | C) | market segmentation, positioning, and product differentiation strategy in a creative format |
| | D) | the creative strategy and the media strategy |
| | E) | product concept, promotion, distribution strategies, and price |
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| 11 | |
Which of the following statements describes the relationship between advertising and sales/profits? |
| | A) | In consumer goods marketing, increases in market share are closely related to increases in the marketing budget. |
| | B) | There will be some sales even if there is no advertising. |
| | C) | Sales normally increase with additional advertising. |
| | D) | Sales response to advertising may build over time, but the durability of advertising is brief. |
| | E) | All of the above statements describe the relationship between advertising and sales/profits. |
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