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Results reporter Out of 10 questions, you coiffeed 5 decent with a final grade of 50% 5 correct (50%) 5 ill-advised (50%) 0 unanswered (0%) Your Results The correct answer for each question is indicated by a . - Top of Form 1 shed light on Value is the customers apprehension of alto obtainher of the benefits of a harvest-time or service weighed against all the costs of getting and consuming it. The mileage of a car would be considered as a(n) A) practicable benefit. B) experiential benefit. C) social benefit. D) psychological benefit. E) internal benefit. Feedback obstruction bad LO 01-01 field The eccentric of Marketing Blooms Apply AACSB brooding thought process rogue 07 Value is the customers perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it. Benefits arse be functional (the performance of the product), experiential (what it feels like to use up the product), a nd/or psychological (feelings such as self-esteem or status that burden from owning a particular send). 2 fallacious How did compound market communications (IMC) inhale the role of market? A) It shifted marketplace government agency from retailers to manufacturers. B) It take to increasing dependence on the earthizing element of the promotion mix. C) It led to the rapid developing 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 bar delicate LO 01-03 affair Reasons for the festering Importance of IMC Blooms Remember AACSB analytic scallywag 14Major characteristics of this marketing revolution include the growth and development of database marketing. Many companies now suck up extensive databases containing customer names geographic, demographic, and psychograph ic profiles, acquire patterns media preferences, credit and some other financial training and other relevant characteristics. 3 assort Which of the following statements is true about stigmatisation? A) Organizations should non cater the same train of promotion to tick offs during recessions as they do during quantify of prosperity. B) A wellhead-known brand has a competitive advantage in the market. C) Companies seek to sell 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 uninflected Page 15 With much and more products and services competing for term by customers who consider less and less time to make for choices, well-known brands have a major competitive advantage in t odays marketplace. 4 catch up with ____ advertising would focus on creating a demand for MilkBone, a brand of dog biscuits, among consumers. A) Selective-demand B) Direct C) Trade D) Primary-demand E) Secondary-demand Feedback Difficulty big(a) LO 01-04 Topic Advertising Blooms tumble AACSB meditative Thinking Page 20 quote Figure 1-4 Primary-demand advertising is knowing to set about demand for the general product class or entire industry. Selective-demand advertising focuses on creating demand for a precise social clubs brands. 5 infatuated The ad for Gills onions in Fresh Cut, a publication for population in the grocery business, pushd introduce managers to stock up on the product. The ad is an example of _____ advertising. A) consumer B) trade C) cooperative D) proportional E) primary demand Feedback Difficulty Hard LO 01-04 Topic Advertising Blooms Analyze AACSB thoughtful Thinking Page 20 Refer Figure 1-4 Advertising sterned to marketing reassign members such as wholesalers, distributors, and retailers.The goal is to encourage channel members to stock, promote, and resell the manufacturers branded products to their customers. 6 INCORRECT Several years ago, consumers could get a free Bart Simpson continue if they collected and mailed in threesome Universal Product Codes from boxes of Kelloggs cereal. Which element of integrated marketing communications was being utilise in this case? A) Sponsorship B) Interactive marketing C) Direct-order advertising D) Sales promotion E) replace advertising Feedback Difficulty Hard LO 01-04 Topic Sales PromotionBlooms Analyze AACSB Reflective Thinking Page 23 Sales promotionis primarily defined as those marketing activities that provide extra value or incentives to the gross revenue force, the distributors, or the ultimate consumer and can stimulate immediate sales. 7 CORRECT SoBe beverages was a major sponsor of the Gravity Games, which incl ude contestants performing 360-degree turns in mid-air while on motorcycles, competitive skateboarding, and other extreme sports. By co-sponsoring this event, SoBe was indulging in A) trade advertising. B) steer marketing. C) personal selling. D) primary-demand advertising. E) public relations. Feedback Difficulty Hard LO 01-04 Topic humanityity Blooms Analyze AACSB Reflective Thinking Page 25 Public relations uses publicity and a signifier of other tools-including special publications, participation in community activities, fund-raising, sponsorship of special events, and various public affairs activities-to enhance an organizations plan. 8 CORRECT Advertisements, websites, tender releases, brochures and point-of-purchase displays are all examples of A) inner see points. B) club created sense of touch points. C) consumer created touch points. D) unexpected touch points. E) extrinsic touch points. Feedback Difficulty Easy LO 01-05 To pic IMC involves audition Contacts Blooms Remember AACSB Analytic Page 26 Company created touch points are mean 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 epitome conducted for the creation of the marketing plan of prostate specific antigen Peugeot Citroen, Europes second-biggest car manufacturer, the company would have discover A) a potential market in the United States. B) the image of the company as an efficient manufacturer. C) how competition from Volkswagen is rivaling the companys growth. D) untapped target markets. E) the current demographic trends in the environment. Feedback Difficulty Medium LO 01-06 Topic Promotional course posture Analysis Blooms Remember and UnderstandAACSB Analytic Page 29 Another facial ges ture 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 willing have a significant impact on the way the firm can advertise and promote itself as well as its various products and services. 10 INCORRECT The orthogonal 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 carry out the promotional program. D) the selection 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 infl uencing their purchase decisions. furnish of Form