Question 1  Trust represents a customer's      belief in the efficacy and r

Question 1  Trust represents a customer's      belief in the efficacy and reliability of a brand. True  False  2 points    Question 2  Pleasure cruises and exotic      vacations take advantage of which consumer behavior trend?    Health emphasis   Cocooning   Experience pursuits   Active, busy lifestyles 2 points    Question 3  Which method of developing a      marketing communications budget uses computer simulations to model the      relationship between advertising and marketing communications and sales,      profits, and other factors?    Payout planning   Objective and task   Quantitative models   Meet the competition 2 points    Question 4  Individuals perform only one role      in the buying center, but there can be more than one individual involved      in any particular role. True  False  2 points    Question 5  The marketing leaders of the New      Orleans Saints football team developed an advertising campaign targeted at      teenagers. This is an example of the demographic segmentation variable of:    age.   gender.   ethnicity.   income. 2 points    Question 6  Coca-Cola runs the same      advertisement in all French-speaking countries. This is an example of:    standardization.   integration.   customization.   diversified IMC theme. 2 points    Question 7  Individuals within the buying      center who shape the purchasing decision by providing information or      criteria that should be used in evaluating alternatives are called      deciders. True  False  2 points    Question 8  When Domino's Pizza sought to      increase sales and return customers, one key tactic was to:    change the brand.   buy the largest competing pizza   chain.   raise prices.   enter new markets. 2 points    Question 9  The process of creating television      commercials, print ads, and retail coupons are examples of encoding. True  False  2 points    Question 10  The competitive environment is now      more:    local.   global.   regionalized.   concentrated. 2 points    Question 11  In the communication process,      encoding is:    a purchase decision by a consumer.   a social media network.   a sales pitch recited by a   salesperson.   the database manager finding a   statistical oddity. 2 points    Question 12  Packaging and labeling products      are part of the brand's digital marketing program. True  False  2 points    Question 13  When the Edgewater Beach &      Golf Resort developed a marketing campaign aimed to attract business      customers, institutions, and organizations that needed a location to hold      2- to 4-day conferences, the type of segmentation approach being used was:    demographics.   customer value.   type of business.   product usage. 2 points    Question 14  Brand logos:    help with recall of advertisements   and brands.   are unrelated to image but are   related to positioning.   increase search time in product   purchase decisions.   usually are inexpensive to develop. 2 points    Question 15  PRIZM is a company that      specializes in which type of segmentation?    Geographic   Product differentiation   Psychographic   Geodemographic 2 points    Question 16  If a company's marketing team      believes that offering a new product under the current brand name may      adversely affect the current brand, the best approach would be to introduce      the product as a:    co-brand.   brand extension.   flanker brand.   ingredient brand. 2 points    Question 17  An individual's age and social      status largely determine the motivation to search for purchase      alternatives. True  False  2 points    Question 18  Advertising researchers want to      understand reasons individuals select specific fashion trends. Which      approach would be the best consumer-oriented research method to use?    Product-specific research   Anthropological   Sociological   Psychological 2 points    Question 19  The higher the perceived benefit a      consumer receives from an external search for information; the less likely      he or she will be to spend time searching for information. True  False  2 points    Question 20  Each of the following is an      example of a customer contact point except:    a sales clerk at a retail store.   a brand's website.   a brand's Instagram page.   a friend who recommends a brand. 2 points    Question 21  A restaurant that advertises      “the best food and best service in town” uses which form of      positioning?    Product attributes   Competitors   Use or application   Price-quality relationship 2 points    Question 22  When developing a communications      budget, the percentage of sales method is similar to the objective and      task approach. True  False  2 points    Question 23  To establish a strong brand image,      a brand name must be prominently promoted in repetitious ads or it should      be associated with one of the product's benefits. True  False  2 points    Question 24  Adaptation in a global advertising      campaign means rewriting an advertisement to fit the nuances of a given      language and culture. True  False  2 points    Question 25  Many people respond to stress and      hectic lifestyles through exciting adventures and personal pleasure      pursuits. True  False  2 points    Question 26  What a firm's employees believe      about a brand's image is more important than what consumers think. True  False  2 points    Question 27  The marketing director of the      Houston Astros baseball team has developed an advertising campaign      targeted at females. This is an example of the demographic segmentation      variable of:    gender.   age.   income.   ethnicity. 2 points    Question 28  Product positioning is the:    level of brand equity faced by a   company or brand.   perception consumers have of a   company or brand relative to other brands being offered by the company.   number and level of products offered   by a company.   perception consumers have of a   company or brand relative to competitors. 2 points    Question 29  When business travelers began to      view Holiday Inn as outdated with old decor, the management team remodeled      many properties and terminated contracts with proprietors that did not      meet the new standards. This is an example of:    reinforcing the current image.   developing a new image.   rejuvenating an image.   changing an image. 2 points    Question 30  Brand parity is the:    perception that there are no real   differences between major brands.   belief that all advertisers say   essentially the same thing.   idea that brands are distinct and   easy to identify.   feeling that most advertising is   false.

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