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Results Reporter Out of 10 questions, you answered 5 correctly with a final grade of 50% 5 correct (50%) 5 incorrect (50%) 0 unanswered (0%) Your Results The correct answer for each question is indicated by a . - Top of Form 1 CORRECT Value is the customers intelligence of all of the benefits of a crop or service weighed against all the costs of acquiring and consuming it. The mileage of a car would be considered as a(n) A) operable benefit. B) experiential benefit. C) social benefit. D) psychological benefit. E) internal benefit. Feedback fuss sonorous LO 01-01 Topic The Role of Marketing Blooms Apply AACSB Reflective Thinking knave 07 Value is the customers erudition of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it. Benefits can be functional (the performance of the product), experiential (what it feels wish well to use the product), and/or psychological (feelings such as self-este em or status that result from owning a particular brand). 2 INCORRECT How did integrated market communications (IMC) revolutionize the role of marketing? A) It shifted marketplace power from retailers to manufacturers. B) It led to increasing dependence on the advertising element of the promotion mix. C) It led to the quick growth and development of database marketing. D) It created a lessening need for advertising agencies to be accountable for their actions. E) It shifted marketing expenditure from non-traditional to traditional media advertising. Feedback Difficulty Easy LO 01-03 Topic Reasons for the increase Importance of IMC Blooms Remember AACSB Analytic Page 14Major characteristics of this marketing revolution include the growth and development of database marketing. Many companies now have extensive databases containing customer names geographic, demographic, and psychographic profiles, purchase patterns media preferences, credit and other financi al information and other relevant characteristics. 3 CORRECT Which of the following statements is true about branding? A) Organizations should not cater the same level of promotion to brands during recessions as they do during times of prosperity. B) A well-known brand has a competitive proceeds in the market. C) Companies trying to grapple their products internationally do not benefit from having a strong brand name. D) The appeal of recognized brand names is declining. E) Many organizations view the process of creating and maintaining a strong brand as a liability. Feedback Difficulty Medium LO 01-03 Topic The Role of IMC in Branding Blooms Understand AACSB Analytic Page 15 With much and more products and services competing for consideration by customers who have less and less time to make choices, well-known brands have a major competitive advantage in todays marketplace. 4 CORRECT ____ advertising would focus on creating a take up for MilkBone, a br and of dog biscuits, among consumers. A) Selective-demand B) Direct C) Trade D) Primary-demand E) Secondary-demand Feedback Difficulty Hard LO 01-04 Topic Advertising Blooms Analyze AACSB Reflective Thinking Page 20 Refer Figure 1-4 Primary-demand advertising is designed to stimulate demand for the general product class or entire industry. Selective-demand advertising focuses on creating demand for a specific orders brands. 5 INCORRECT The ad for Gills onions in Fresh Cut, a proceeds for people in the grocery business, encouraged store managers to stock up on the product. The ad is an example of _____ advertising. A) consumer B) trade C) cooperative D) comparative E) primary demand Feedback Difficulty Hard LO 01-04 Topic Advertising Blooms Analyze AACSB Reflective Thinking Page 20 Refer Figure 1-4 Advertising targeted to marketing channel members such as wholesalers, distributors, and retailers.The goal is to encourage channel members to stock, pr omote, and resell the manufacturers branded products to their customers. 6 INCORRECT Several years ago, consumers could get a free Bart Simpson view if they collected and mailed in three Universal Product Codes from boxes of Kelloggs cereal. Which element of integrated marketing communications was being used in this case? A) Sponsorship B) synergetic marketing C) Direct-order advertising D) Sales promotion E) Exchange advertising Feedback Difficulty Hard LO 01-04 Topic Sales PromotionBlooms Analyze AACSB Reflective Thinking Page 23 Sales promotionis generally defined as those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate speedy sales. 7 CORRECT SoBe beverages was a major sponsor of the Gravity Games, which included contestants performing 360-degree turns in mid-air while on motorcycles, competitive skateboarding, and other extreme sports. By co-sponsoring this even t, SoBe was indulging in A) trade advertising. B) direct marketing. C) personal selling. D) primary-demand advertising. E) public relations. Feedback Difficulty Hard LO 01-04 Topic Publicity Blooms Analyze AACSB Reflective Thinking Page 25 Public relations uses publicity and a variety of other tools-including special publications, participation in community activities, fund-raising, sponsorship of special events, and various public affairs activities-to kindle an organizations image. 8 CORRECT Advertisements, websites, press releases, brochures and point-of-purchase displays are all examples of A) intrinsic touch points. B) company created touch points. C) consumer created touch points. D) unexpected touch points. E) extrinsic touch points. Feedback Difficulty Easy LO 01-05 Topic IMC involves Audience Contacts Blooms Remember AACSB Analytic Page 26 Company created touch points are programmened marketing communication messages created by the company such as advertisements, websites, news/press releases, packaging, brochures and collateral material, sale promotions, and point-of-purchase displays along with other types of in-store decor. 9 INCORRECT During an internal analysis conducted for the creation of the marketing plan of PSA Peugeot Citroen, Europes second-biggest car manufacturer, the company would have discovered A) a potential market in the United States. B) the image of the company as an efficient manufacturer. C) how aspiration from Volkswagen is impacting the companys growth. D) untapped target markets. E) the current demographic trends in the environment. Feedback Difficulty Medium LO 01-06 Topic Promotional Program Situation Analysis Blooms Remember and UnderstandAACSB Analytic Page 29 Another aspect of the internal analysis is assessing the strengths and weaknesses of the firm or the brand from an image perspective. Often the image a firm brings to the market ordain have a signifi cant impact on the way the firm can advertise and promote itself as well as its various products and services. 10 INCORRECT The external analysis (done for the creation of the marketing plan) of the situational analysis would examine A) the image of the company or the brand. B) the characteristics and buying patterns of the firms ustomers. C) the firms ability to implement the promotional program. D) the infusion and evaluation of the ad agency. E) the results of the previous marketing plan. Feedback Difficulty Easy LO 01-06 Topic Promotional Program Situation Analysis Blooms Remember AACSB Analytic Page 32 An important part of the external analysis is a detailed consideration of customers characteristics and buying patterns, their decision processes, and factors influencing their purchase decisions. Bottom of Form