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Because drugstore chains realize that nearly three-fourths of the visitors to a drugstore are there just to pick up a prescription, drugstores have found it profitable to stock a variety of products that have typically been found in supermarkets and convenience stores. Stakeholders receive a(n) _____ message when they go to a drugstore to pick up a prescription and are able to buy milk and bread without having to go to another store.


A) planned
B) functional
C) unplanned
D) product
E) service

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Jerome stopped at Brewster's and purchased a chocolate ice cream cone. As he was exiting the store, the cone developed a leak and dripped ice cream all over his expensive suit. At that point, he swore to never buy Brewster's ice cream ever again. In terms of the messages that stakeholders receive, Jerome received a(n) _____ message.


A) planned
B) functional
C) unplanned
D) product
E) service

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Distinguish between need-satisfying objectives and sales-target objectives.

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A need-satisfying objective is a marketi...

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The objective/task method of setting budgets is also known as the budget-buildup method.

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What is integrated marketing communications (IMC)?

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Integrated marketing communications is t...

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When used to determine how to allocate funds for advertising, the _____ method has three steps-defining objectives, determining strategy, and estimating cost.


A) unit-of-sales
B) share-of-market/share-of-voice
C) percentage-of-sales
D) percentage-of-profit
E) objective/task

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Pyramid Breweries Co. has stated that partnering with committed wholesalers capable of delivering first class customer service is an important _____ objective for the company if the microbrewery is to maintain its reputation for customer satisfaction.


A) corporate
B) entrepreneurial
C) advertising
D) logistical
E) stakeholder

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What is the greatest shortcoming for the percentage-of-sales method of setting the advertising budget?


A) The percentage-of-sales method is too expensive to be used by small business owners.
B) The percentage-of-sales method violates the principle that marketing activities should stimulate sales rather than occur as a result of sales.
C) The percentage-of-sales method assumes that a certain number of dollars are needed to sell a certain number of units.
D) The percentage-of-sales method encourages top management to think of growth in terms of percentages.
E) The percentage-of-sales method assumes the marketplace will be dynamic.

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_____ refers to the place a brand occupies competitively in the minds of consumers.


A) Product segmentation
B) Product placement
C) Positioning
D) The perceptual pyramid
E) The strategic map

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To influence customers' perceptions, marketers must understand that every corporate activity has a message component.

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_____ determine the specific short-term actions to be taken, internally and externally, by whom and when.


A) Corporate objectives
B) Tactics
C) Organizational structures
D) Environmental objectives
E) Strategic postures

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What are the four sources of brand messages? Briefly describe each source.

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The four sources of brand messages are (...

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The two sub-strategies of the advertising strategy are the:


A) stakeholder strategy and the creative strategy.
B) message strategy and the media strategy.
C) creative strategy and media strategy.
D) planning strategy and the implementation strategy.
E) customer-satisfaction strategy and the profit strategy.

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What types of marketing plan choices are available to companies?

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Companies have a choice in how...

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The principal benefit of integrated marketing communications (IMC) is cost efficiency.

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Eby-Brown, a large distributor of candies and snacks to convenience stores in the eastern U.S., describes itself as "a service-oriented company." Its corporate guidelines state, "Without our customers, we don't exist as an organization. So our priority in life is to make sure that our customers are happy, that we're taking good care of them, and addressing their needs." What type of relationship does Eby-Brown most likely strive to maintain with its customers?


A) Reactive relationship
B) Basic transactional relationship
C) Accountable relationship
D) Proactive relationship
E) Partnership

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Which of the following states how a firm is going to accomplish its marketing objectives?


A) SWOT analysis
B) Situation analysis
C) Stakeholder analysis
D) Marketing strategy
E) Marketing mix

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The two main components of an advertising strategy are the segmentation strategy and the message strategy.

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Endcap promotions are messages communicated through packaging and distribution.

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Why would a company set need-satisfying objectives?


A) To modify the hierarchical structure from transformational to transactional
B) To shift the organization's focus from production to the target market
C) To take advantage of a consumer-oriented economic trend
D) To provide equity to every stakeholder of the firm
E) To stir demand in a static environment

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