MKT 447 Final Examination
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. advertising
B. marketing communications
C. sales promotions
D. image advertising
2. Which of the following is the best example of a tangible good?
A. gold lessons
B. a church service where music-ministry is the primary theme
C. olive oil from Italy
D. an accountant's tax preparation business
3. 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. autobiographical
B. drama
C. demonstrative
D. narrative
4. The magazine Fancy Cats 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 source
B. target market
C. retail audience
D. product segment
5. One of the most basic functions of _____is to identify products and their source and to
differentiate them from others.
A. branding
B. competition
C. economics
D. distribution
6. 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 boomers
B. Generation X
C. Generation Y
D. the Digital Generation
7. 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 marketing
B. consumer differentiation
C. social marketing
D. integrated marketing communications
8. For manufacturers, the best way to beat the competition is to:
A. outspend them in advertising
B. make their product different
C. form an alliance with a foreign producer
D. use subliminal advertising
9. When the city of Pensacola, Florida, advertises itself as "the perfectplace for the perfect
Florida vacation", it is using:
A. unfair advertising
B. corrective advertising
C. deceptive advertising
D. puffery
10. 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 consumer
B. behaving in a socially responsible fashion
C. perpetuating a materialistic viewpoint
D. complying with federal regulations
11. In advertising business has evolved into four distinct groups which are:
A. advertisers, agencies, suppliers and media
B. advertisers, clients, illustrators and copywriters
C. illustrators, copywriters, researchers, and media
D. media, printers, creatives, and clients
12. 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. clearance
B. stock-out
C. sale
D. institutional
13. 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 advertising
B. horizontal cooperative advertising
C. administered vertical advertising
D. a franchise promotion
14. Most advertisers break into international marketing by:
A. developing a new product for a foreign market
B. creating a global brand
C. creating a joint venture with a multinational corporation
D. exporting products they already produce
15. 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 bribe
B. should have been paid to the advertiser as a discount
C. is called a slotting allowance
D. is called a media commission
16. 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 _____segmentation
A. benefit
B. demographic
C. volume
D. activity
17. 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. demographic
B. psychographic
C. behavioristic
D. geographic
18. 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 group
B. demographic cohort
C. product segment
D. target market
19. 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. maturity
B. pioneering
C. decline
D. introduction
20. 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
environment
B. develop an organizational budget for the ranch-flavored ketchup
C. select media vehicles that target people who like to cook
D. determine pricing and distribution strategies
21. 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 mail
B. survey customers via the telephone
C. survey customers via the Internet
D. examine previous sales records of targeted stores to determine patronage habits
22. 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. hypothetical
B. qualitative
C. quantitative
D. experimental
23. 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. observation
B. indirect
C. focus group
D. psycho-drama
24. The written marketing plan must reflect the goals of top management and:
A. be consistent with company's mission and capabilities
B. lend itself to being accomplished in one year
C. be written exactly like marketing plans of industry leaders to stand a chance of
success
D. must have a close relational tie to e-commerce and e-marketing to stand a chance of
success
25. 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 design
B. product positioning
C. market segmentation
D. product development
26. 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. action
B. comprehension
C. brand loyalty
D. conviction
27. _____is the process that directs the advertising message to the right people at the right
place at the right time.
A. Media planning
B. Promotional strategy
C. Communications feedback
D. Promotional implementation
28. 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 advertising
B. database marketing
C. direct selling
D. direct-mail advertising
29. 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 resources
B. administrative
C. public relations
D. advertising
30. Who is responsible for writing the words in an ad for new campaign for Purina Fit &
Trim dog food?
A. the layout artist
B. the creative director
C. the copywriter
D. the account executive
31. 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 layouts
B. collateral material
C. supportive material
D. adjacent layouts
32. 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.