Promotional Strategies - Exam 1 Review

Question 1

Undifferentiated marketing involves marketing in a number of segments, developing marketing strategies for each.

Accepted Answer

False

Question 2

The process/activities people engage in when searching for, selecting, purchasing, evaluating, and disposing of products

Accepted Answer

consumer behavior, Ms. McLarty is the BEST

Question 3

Marketers encourage this by introducing new brands into markets that are already saturated.

Accepted Answer

brand switching

Question 4

_____ is the planning and executing the conception, pricing, promotion, promotion, and distribution of ideas, goods...

Accepted Answer

Marketing

Question 5

Exposure for a company or brand that it did not have to pay for and is generated by outside entities.

Accepted Answer

Earned Media

Question 6

A subset of all brands of which a consumer is aware of

Accepted Answer

Ms. McLarty ROCKS, Evoked Set

Question 7

The document that the agency's creative department uses to guide the development of advertising ideas and concepts.

Accepted Answer

creative brief

Question 8

Coordinating the various promotional elements and other marketing activities to communicate to a firm's customers.

Accepted Answer

Integrated Marketing Communication

Question 9

Reminder advertising is important to maintain top of mind awareness.

Accepted Answer

True

Question 10

Maslow's Hierarchy of Needs does not apply to consumer behavior.

Accepted Answer

False

Question 11

The psychological tension experienced after a difficult purchase choice is cognitive dissonance.

Accepted Answer

True

Question 12

____ advertising is targeted at individuals who influence the purchase of goods and services used to make products.

Accepted Answer

Business-to-Business

Question 13

___ segmentation is most closely related to the 80-20 rule, which states that 80% of a company's business comes from 20%

Accepted Answer

Behavioristic

Question 14

The best-known and most widely discussed form of promotion.

Accepted Answer

Advertising

Question 15

The most cost-effective way to reach a mass market is with

Accepted Answer

Television Advertising

Question 16

The basic model of consumer decision making includes 5 stages, beginning with what?

Accepted Answer

problem recognition

Question 17

Programs designed to persuade the retailer to promote a manufacturer's products.

Accepted Answer

Promotional Push Strategies

Question 18

This can be achieved through advertising that creates and maintains product differentiation and brand equity.

Accepted Answer

Competitive Advantage

Question 19

According to AMA, successful companies recognize that creating/delivering value to customers is extremely important.

Accepted Answer

True

Question 20

When markets are divided up by nations, states, countries, or even neighborhoods.

Accepted Answer

Geographic Segmentation

Question 21

The process by which individuals acquire the purchase and consumption knowledge they apply to future related behavior.

Accepted Answer

consumer learning

Question 22

____ segmentation in the grouping of customers on the basis of attributes sought in a product.

Accepted Answer

Benefit

Questions 22