Mkt 447 Final Exam

Front 1

MKT 447 FINAL EXAM

Back 1

Download answer at http://www.examtutorials.com/course/mkt-447-final-exam/
<strong><span style="line-height: 1.5;"> MKT 447 Final Examination</span></strong>Multiple Choice: Choose the correct response for the following questions.1. As a consumer you are exposed to hundreds and maybe even thousands of commercial messages every day. These messages may appear in the mass media, as even sponsorships, telemarketing calls, or even as e-mails. The correct term for all these commercial messages is:A. advertisingB. marketing communicationsC. sales promotionsD. image advertising2. Which of the following is the best example of a tangible good?A. gold lessonsB. a church service where music-ministry is the primary themeC. olive oil from ItalyD. an accountant's tax preparation business3. In commercials for Wal-Mart, satisfied customers explain why they like to shop at the retail store. The people in these commercials describe how Wal-Mart provides a one-stop shopping place for them and how they like saving time as well as money by shopping at Wal-Mart. In terms of the message dimensions, the Wal-Mart ad is an example of a(n) _______message.A. autobiographicalB. dramaC. demonstrativeD. narrative4. The magazine <i>Fancy Cats </i>is designed to satisfy the needs of cat lovers who want to learn how to better care for their cats. Cat lovers are the magazine's:A. exchange sourceB. target marketC. retail audienceD. product segment5. One of the most basic functions of _____is to identify products and their source and to differentiate them from others.A. brandingB. competitionC. economicsD. distribution6. In the late 1980s and early 1990s, a growing affluence and sophistication of the consuming public characterized the marketing world of this time period. This trend was led by:A. baby boomersB. Generation XC. Generation YD. the Digital Generation7. It is no longer enough in marketing and advertising to just produce outstanding products and commercials. Marketers must use_____, which is a merging of all their marketing communications with everything else they do.A. reality-based marketingB. consumer differentiationC. social marketingD. integrated marketing communications8. For manufacturers, the best way to beat the competition is to:A. outspend them in advertisingB. make their product differentC. form an alliance with a foreign producerD. use subliminal advertising9. When the city of Pensacola, Florida, advertises itself as "the perfectplace for the perfect Florida vacation", it is using:A. unfair advertisingB. corrective advertisingC. deceptive advertisingD. puffery10. Revlon funds the Revlon/UCLA Women's Cancer Research Program. In addition, the cosmetics company supports the National Women's Cancer Research Alliance and the National Breast Cancer Coalition. Revlon is committing to helping women get healthy and stay that way and is thusly:A. manipulating the consumerB. behaving in a socially responsible fashionC. perpetuating a materialistic viewpointD. complying with federal regulations11. In advertising business has evolved into four distinct groups which are:A. advertisers, agencies, suppliers and mediaB. advertisers, clients, illustrators and copywritersC. illustrators, copywriters, researchers, and mediaD. media, printers, creatives, and clients12. After almost twenty years of operation, Fenton Hardware is going out of business because it can no longer compete with the national chain do-it-yourself stores. What kind of advertising will its owner most likely use to get rid of the last of the store's inventory?A. clearanceB. stock-outC. saleD. institutional13. Assume the Ralph Lauren Home Collection sends a ready-made advertisement to a regional magazine published in Alabama, and the magazine publisher inserts the name, address, and phone number of a local department store chain that carries the bed linens, glassware, and dinnerware. Ralph Lauren pays 75 percent of the cost of running the ad. The department store pays the other 25 percent. This is an example of:A. vertical cooperative advertisingB. horizontal cooperative advertisingC. administered vertical advertisingD. a franchise promotion14. Most advertisers break into international marketing by:A. developing a new product for a foreign marketB. creating a global brandC. creating a joint venture with a multinational corporationD. exporting products they already produce15. When the advertising agency of Guinn & Haskian purchased a large amount of television time for its customers' commercials from WSM-TV, the agency received 15 percent of the gross amount charged by the TV station. The 15 percent:A. is an illegal bribeB. should have been paid to the advertiser as a discountC. is called a slotting allowanceD. is called a media commission16. Niagara makes a non-starch spray for easy ironing of soft knots and washable silks. The ad says the non-starch spray is "for clothes that feel as good as they look." Niagara is using _____segmentationA. benefitB. demographicC. volumeD. activity17. Home builders are using_____segmentation to target people over 55 with homes that have wheelchair-friendly door widths, lever door handles, roll-out shelves, raised toilets, and direct 911 wiring.A. demographicB. psychographicC. behavioristicD. geographic18. Sears places a great emphasis on researching and then designing products for males between the ages of 25-50 who love to work with their hands and enjoy home-oriented projects. Sears would classify these men as a :A. buying groupB. demographic cohortC. product segmentD. target market19. Potato chips are in the ____of their product life cycle. The market is saturated with different products. To extend this stage, Frito-Lay has introduced WOW!, a line of fat-free chips, plus a variety of different flavored potato chips.A. maturityB. pioneeringC. declineD. introduction20. The manufacturer of French's mustard is considering marketing a ranch-flavored mustard. Its first step in the research process would be to:A. perform a situation analysis that pay special attention to its competitive environmentB. develop an organizational budget for the ranch-flavored ketchupC. select media vehicles that target people who like to cookD. determine pricing and distribution strategies21. Jiffy Lube is interested in collecting secondary information about peak days of patronage for those customers that were primarily interested in an oil change and lube job only. Which of the following sources would be the best avenue for the organization to follow?A. survey customers through the mailB. survey customers via the telephoneC. survey customers via the InternetD. examine previous sales records of targeted stores to determine patronage habits22. If a marketing researcher is trying to get hard numbers to make a difficult decision, which of the following types of research would most likely produce the results that the researcher is looking for?A. hypotheticalB. qualitativeC. quantitativeD. experimental23. Leah Gomez has brought ten fashion innovators together to discuss "the look" that will be "in" this year. Gomez wants a freewheeling discussion that will examine clothes, makeup, and combinations of jewelry and clothing. Everyone will be able to share experiences and, hopefully, true feelings. Which of the following research techniques is Gomez using to conduct her research?A. observationB. indirectC. focus groupD. psycho-drama24. The written marketing plan must reflect the goals of top management and:A. be consistent with company's mission and capabilitiesB. lend itself to being accomplished in one yearC. be written exactly like marketing plans of industry leaders to stand a chance of successD. must have a close relational tie to e-commerce and e-marketing to stand a chance of success25. There are a number of over-the-counter dietary supplements on the market. Ginkoba advertises itself to baby boomers as a memory aid. Before adopting this_____strategy, the supplement's manufacturer had to first examine the wants of the market and the positions of its competitors and then decide on the competitive position it wants to occupy.A. segmentation designB. product positioningC. market segmentationD. product development26. An ad for DeBeers encourages readers to call a toll-free number to receive a portfolio of award-winning diamond designs or contact the company's website at www.adiamondisforever.com. According to the advertising pyramid, the purpose of this advertisement is:A. actionB. comprehensionC. brand loyaltyD. conviction27. _____is the process that directs the advertising message to the right people at the right place at the right time.A. Media planningB. Promotional strategyC. Communications feedbackD. Promotional implementation28. Cardinal Hill makes redwood furniture for gardens. The company uses classified advertising to encourage potential customers to request its latest catalog. When these requests are received, the catalogs are sent and the prospects' names are entered into the company's database for possible sale of garden furniture. Cardinal Hill is using:A. mail-order advertisingB. database marketingC. direct sellingD. direct-mail advertising29. AT&T monitors an Web sites in which it is mentioned. Some of these Web sites do contain communications that are malicious, and some of their information is wrong. When such a site is discovered, AT&T has its_____personnel respond to set the record straight without using legal jargon or highly technical communication.A. human resourcesB. administrativeC. public relationsD. advertising30. Who is responsible for writing the words in an ad for new campaign for Purina Fit & Trim dog food?A. the layout artistB. the creative directorC. the copywriterD. the account executive31. As a graphic designer, Nicole has been asked to create a series of posters, which will be sued to promote American Red Cross blood drives. The posters will support an ad campaign. The posters that Nicole is responsible for creating are correctly called:A. accessory layoutsB. collateral materialC. supportive materialD. adjacent layouts32. Why is radio the least expensive electronic medium on which to produce an ad?A. Local pricing keeps costs low.B. The Federal Communications Commission controls the cost of ration commercials.C. Radio appeals only to the one sense---sound.D. The cost of duplication radio commercials to digital tape is low.33. The reach of magazines:A. is adversely affected by declining magazine circulations.B. is reduced when long headlines are used.C. is better when reverse type is used.D. is more personalized than direct mail. 
http://www.examtutorials.com/course/mkt-447-final-exam/Download answer at https://www.examtutorials.com/course/mkt-447-final-exam/
<strong><span style="line-height: 1.5;"> MKT 447 Final Examination</span></strong>Multiple Choice: Choose the correct response for the following questions.1. As a consumer you are exposed to hundreds and maybe even thousands of commercial messages every day. These messages may appear in the mass media, as even sponsorships, telemarketing calls, or even as e-mails. The correct term for all these commercial messages is:A. advertisingB. marketing communicationsC. sales promotionsD. image advertising2. Which of the following is the best example of a tangible good?A. gold lessonsB. a church service where music-ministry is the primary themeC. olive oil from ItalyD. an accountant's tax preparation business3. In commercials for Wal-Mart, satisfied customers explain why they like to shop at the retail store. The people in these commercials describe how Wal-Mart provides a one-stop shopping place for them and how they like saving time as well as money by shopping at Wal-Mart. In terms of the message dimensions, the Wal-Mart ad is an example of a(n) _______message.A. autobiographicalB. dramaC. demonstrativeD. narrative4. The magazine <i>Fancy Cats </i>is designed to satisfy the needs of cat lovers who want to learn how to better care for their cats. Cat lovers are the magazine's:A. exchange sourceB. target marketC. retail audienceD. product segment5. One of the most basic functions of _____is to identify products and their source and to differentiate them from others.A. brandingB. competitionC. economicsD. distribution6. In the late 1980s and early 1990s, a growing affluence and sophistication of the consuming public characterized the marketing world of this time period. This trend was led by:A. baby boomersB. Generation XC. Generation YD. the Digital Generation7. It is no longer enough in marketing and advertising to just produce outstanding products and commercials. Marketers must use_____, which is a merging of all their marketing communications with everything else they do.A. reality-based marketingB. consumer differentiationC. social marketingD. integrated marketing communications8. For manufacturers, the best way to beat the competition is to:A. outspend them in advertisingB. make their product differentC. form an alliance with a foreign producerD. use subliminal advertising9. When the city of Pensacola, Florida, advertises itself as "the perfectplace for the perfect Florida vacation", it is using:A. unfair advertisingB. corrective advertisingC. deceptive advertisingD. puffery10. Revlon funds the Revlon/UCLA Women's Cancer Research Program. In addition, the cosmetics company supports the National Women's Cancer Research Alliance and the National Breast Cancer Coalition. Revlon is committing to helping women get healthy and stay that way and is thusly:A. manipulating the consumerB. behaving in a socially responsible fashionC. perpetuating a materialistic viewpointD. complying with federal regulations11. In advertising business has evolved into four distinct groups which are:A. advertisers, agencies, suppliers and mediaB. advertisers, clients, illustrators and copywritersC. illustrators, copywriters, researchers, and mediaD. media, printers, creatives, and clients12. After almost twenty years of operation, Fenton Hardware is going out of business because it can no longer compete with the national chain do-it-yourself stores. What kind of advertising will its owner most likely use to get rid of the last of the store's inventory?A. clearanceB. stock-outC. saleD. institutional13. Assume the Ralph Lauren Home Collection sends a ready-made advertisement to a regional magazine published in Alabama, and the magazine publisher inserts the name, address, and phone number of a local department store chain that carries the bed linens, glassware, and dinnerware. Ralph Lauren pays 75 percent of the cost of running the ad. The department store pays the other 25 percent. This is an example of:A. vertical cooperative advertisingB. horizontal cooperative advertisingC. administered vertical advertisingD. a franchise promotion14. Most advertisers break into international marketing by:A. developing a new product for a foreign marketB. creating a global brandC. creating a joint venture with a multinational corporationD. exporting products they already produce15. When the advertising agency of Guinn & Haskian purchased a large amount of television time for its customers' commercials from WSM-TV, the agency received 15 percent of the gross amount charged by the TV station. The 15 percent:A. is an illegal bribeB. should have been paid to the advertiser as a discountC. is called a slotting allowanceD. is called a media commission16. Niagara makes a non-starch spray for easy ironing of soft knots and washable silks. The ad says the non-starch spray is "for clothes that feel as good as they look." Niagara is using _____segmentationA. benefitB. demographicC. volumeD. activity17. Home builders are using_____segmentation to target people over 55 with homes that have wheelchair-friendly door widths, lever door handles, roll-out shelves, raised toilets, and direct 911 wiring.A. demographicB. psychographicC. behavioristicD. geographic18. Sears places a great emphasis on researching and then designing products for males between the ages of 25-50 who love to work with their hands and enjoy home-oriented projects. Sears would classify these men as a :A. buying groupB. demographic cohortC. product segmentD. target market19. Potato chips are in the ____of their product life cycle. The market is saturated with different products. To extend this stage, Frito-Lay has introduced WOW!, a line of fat-free chips, plus a variety of different flavored potato chips.A. maturityB. pioneeringC. declineD. introduction20. The manufacturer of French's mustard is considering marketing a ranch-flavored mustard. Its first step in the research process would be to:A. perform a situation analysis that pay special attention to its competitive environmentB. develop an organizational budget for the ranch-flavored ketchupC. select media vehicles that target people who like to cookD. determine pricing and distribution strategies21. Jiffy Lube is interested in collecting secondary information about peak days of patronage for those customers that were primarily interested in an oil change and lube job only. Which of the following sources would be the best avenue for the organization to follow?A. survey customers through the mailB. survey customers via the telephoneC. survey customers via the InternetD. examine previous sales records of targeted stores to determine patronage habits22. If a marketing researcher is trying to get hard numbers to make a difficult decision, which of the following types of research would most likely produce the results that the researcher is looking for?A. hypotheticalB. qualitativeC. quantitativeD. experimental23. Leah Gomez has brought ten fashion innovators together to discuss "the look" that will be "in" this year. Gomez wants a freewheeling discussion that will examine clothes, makeup, and combinations of jewelry and clothing. Everyone will be able to share experiences and, hopefully, true feelings. Which of the following research techniques is Gomez using to conduct her research?A. observationB. indirectC. focus groupD. psycho-drama24. The written marketing plan must reflect the goals of top management and:A. be consistent with company's mission and capabilitiesB. lend itself to being accomplished in one yearC. be written exactly like marketing plans of industry leaders to stand a chance of successD. must have a close relational tie to e-commerce and e-marketing to stand a chance of success25. There are a number of over-the-counter dietary supplements on the market. Ginkoba advertises itself to baby boomers as a memory aid. Before adopting this_____strategy, the supplement's manufacturer had to first examine the wants of the market and the positions of its competitors and then decide on the competitive position it wants to occupy.A. segmentation designB. product positioningC. market segmentationD. product development26. An ad for DeBeers encourages readers to call a toll-free number to receive a portfolio of award-winning diamond designs or contact the company's website at www.adiamondisforever.com. According to the advertising pyramid, the purpose of this advertisement is:A. actionB. comprehensionC. brand loyaltyD. conviction27. _____is the process that directs the advertising message to the right people at the right place at the right time.A. Media planningB. Promotional strategyC. Communications feedbackD. Promotional implementation28. Cardinal Hill makes redwood furniture for gardens. The company uses classified advertising to encourage potential customers to request its latest catalog. When these requests are received, the catalogs are sent and the prospects' names are entered into the company's database for possible sale of garden furniture. Cardinal Hill is using:A. mail-order advertisingB. database marketingC. direct sellingD. direct-mail advertising29. AT&T monitors an Web sites in which it is mentioned. Some of these Web sites do contain communications that are malicious, and some of their information is wrong. When such a site is discovered, AT&T has its_____personnel respond to set the record straight without using legal jargon or highly technical communication.A. human resourcesB. administrativeC. public relationsD. advertising30. Who is responsible for writing the words in an ad for new campaign for Purina Fit & Trim dog food?A. the layout artistB. the creative directorC. the copywriterD. the account executive31. As a graphic designer, Nicole has been asked to create a series of posters, which will be sued to promote American Red Cross blood drives. The posters will support an ad campaign. The posters that Nicole is responsible for creating are correctly called:A. accessory layoutsB. collateral materialC. supportive materialD. adjacent layouts32. Why is radio the least expensive electronic medium on which to produce an ad?A. Local pricing keeps costs low.B. The Federal Communications Commission controls the cost of ration commercials.C. Radio appeals only to the one sense---sound.D. The cost of duplication radio commercials to digital tape is low.33. The reach of magazines:A. is adversely affected by declining magazine circulations.B. is reduced when long headlines are used.C. is better when reverse type is used.D. is more personalized than direct mail. 
https://www.examtutorials.com/course/mkt-447-final-exam/

Front 2

About ExamTutorials?

Back 2

Examtutorials.com is a commerical website helps the students in assignment solutions.

Front 3

Why you choose Examtutorials.com?

Back 3

High Quality, Fresh Online Study and more