Transcript Chapter Two

Chapter Two
Advertising’s Role in Marketing
Marketing is considered to be:
a)
b)
c)
d)
The way a product is advertised
among target markets
The way a product is designed, tested,
produced, branded and packaged
The way a product is priced,
distributed and promoted
Both b and c
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Marketing is considered to be:
a)
b)
c)
d)
The way a product is advertised
among target markets
The way a product is designed, tested,
produced, branded and packaged
The way a product is priced,
distributed and promoted
Both b and c
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The primary assumption of the
marketing concept is that:
a)
b)
c)
d)
Marketing should focus on the needs of the
consumer last
Branding is simple and not psychologically
linked to consumer decision making
Branded products increase the risk in
decision making
A company must focus on satisfying its
customer’s needs
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2-4
The primary assumption of the
marketing concept is that:
a)
b)
c)
d)
Marketing should focus on the needs of the
consumer last
Branding is simple and not psychologically
linked to consumer decision making
Branded products increase the risk in
decision making
A company must focus on satisfying its
customer’s needs
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2-5
Marketing helps to create exchange
between a company and customer.
a)
True
b)
False
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Marketing helps to create exchange
between a company and customer.
a)
True
b)
False
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2-7
Is competitive advantage also
referred to as product advantage?
a)
Yes
b)
No
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2-8
Is competitive advantage also
referred to as product advantage?
a)
Yes
b)
No
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2-9
All of the following are examples
of providing added value to a
product except:
a)
b)
c)
d)
A recognizable brand in advertising
creates a recognizable brand image
Convenient access to a product
More advertising creates a coveted
status
Limiting information to customers
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2-10
All of the following are examples
of providing added value to a
product except:
a)
b)
c)
d)
A recognizable brand in advertising
creates a recognizable brand image
Convenient access to a product
More advertising creates a coveted
status
Limiting information to customers
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2-11
Can “market” refer to both a place
and a particular type of buyer?
a)
Yes
b)
No
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Can “market” refer to both a place
and a particular type of buyer?
a)
Yes
b)
No
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The steps in the marketing process
that involve a SWOT analysis are:
a)
b)
c)
d)
Step 1 and 2: Research and setting
objectives
Step 3: Assess consumer needs and
wants
Step 4: Differentiate the product
Step 5: Develop the marketing mix
strategy
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2-14
The steps in the marketing process
that involve a SWOT analysis are:
a)
b)
c)
d)
Step 1 and 2: Research and setting
objectives
Step 3: Assess consumer needs and
wants
Step 4: Differentiate the product
Step 5: Develop the marketing mix
strategy
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2-15
The element of the marketing mix
that includes advertising is:
a)
b)
c)
d)
Product
Distribution
Pricing
Marketing communication
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2-16
The element of the marketing mix
that includes advertising is:
a)
b)
c)
d)
Product
Distribution
Pricing
Marketing communication
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2-17
Of all the key players in the
marketing industry, the marketer is
the most important.
a)
True
b)
False
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2-18
Of all the key players in the
marketing industry, the marketer is
the most important.
a)
True
b)
False
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2-19
If you work on the “company” side
of advertising, will you probably work
in an advertising department?
a)
Yes
b)
No
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If you work on the “company” side
of advertising, will you probably work
in an advertising department?
a)
Yes
b)
No
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A full-service advertising agency
encompasses all of the following
functions except: :
a)
b)
c)
d)
Internal Revenue Services
Account management
Creative development
Media planning and buying
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A full-service advertising agency
encompasses all of the following
functions except: :
a)
b)
c)
d)
Internal Revenue Services
Account management
Creative development
Media planning and buying
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2-23
Creative boutiques are small ad
agencies that specialize in fashion.
a)
True
b)
False
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2-24
Creative boutiques are small ad
agencies that specialize in fashion.
a)
True
b)
False
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2-25
The “value billing” approach to
agency payment means that:
a)
b)
c)
d)
Only the most valuable staff members
can charge for their time
The agency is paid for its ideas rather
than its executions
The final bill will always be lowest
The client decides which services are
most valuable
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The “value billing” approach to
agency payment means that:
a)
b)
c)
d)
Only the most valuable staff members
can charge for their time
The agency is paid for its ideas rather
than its executions
The final bill will always be lowest
The client decides which services are
most valuable
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2-27
These days, is the consumer more in
control of the advertising process?
a)
Yes
b)
No
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2-28
These days, is the consumer more in
control of the advertising process?
a)
Yes
b)
No
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As an emerging marketing strategy,
mobile marketing could include:
a)
b)
c)
d)
Cell phone text messages with news
about a sale
Product messages on the Internet
PDA messages near a customer’s
favorite restaurant
Both a and c
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2-30
As an emerging marketing strategy,
mobile marketing could include:
a)
b)
c)
d)
Cell phone text messages with news
about a sale
Product messages on the Internet
PDA messages near a customer’s
favorite restaurant
Both a and c
Prentice Hall, © 2009
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