Question 1

Which of the following best describes the target market of Mountain Dew?

Accepted Answer

Mountain Dew's target market is young, active adult males. The brand has a reputation for extreme sports and activities, which appeals to this demographic. Mountain Dew has also targeted their advertising towards this group with campaigns featuring skateboarders, motocross riders, and other extreme athletes.

Question 2

Besides its signature product, the My-Tee T-shirt Company makes a line of skirts, shoes, tank tops, and accessories that retail from $32 to $78. Publicists and buyers browse My-Tee's online and storefront showrooms for the latest trends and clothing lines. The company's promotional strategy relies on publicity. Celebrities have been photographed in My-Tee clothing, which helped the company earn $1 million in sales last year. This is a brief description of My-Tee's:

Accepted Answer

The description outlines My-Tee's product offering (including clothing items and accessories), pricing strategy, distribution outlets, and promotional strategy, which all fall under the marketing mix.

Question 3

Clos du Bois wine pursues an advertising campaign targeting the gay and lesbian community that has been remarkably successful. Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow-an instantly recognizable symbol in the gay community. What approach to positioning is the winery using?

Accepted Answer

The winery is using the product user approach to positioning by targeting the gay and lesbian community.

Question 4

Starbucks expanded from bottled Frappuccino to two canned products-Doubleshot and Starbucks Iced Coffee. While all are coffee-based products, each has a slightly different consumer base. Doubleshot is advertised as a morning beverage, Frappuccino, an afternoon treat, and Starbucks Iced Coffee as an all-day product. What approach to positioning is Starbucks most likely using?

Accepted Answer

Starbucks is using the use/application approach to positioning with their canned beverage products. Each product is positioned for a specific time of day and intended use, catering to different consumer needs and preferences.

Question 5

_____ is the ratio of perceived benefits to the price of the product.

Accepted Answer

The ratio of perceived benefits to the price of the product is known as value. It is the key factor that customers consider when making a purchase decision. It is directly related to the perceived benefits a customer receives in relation to the price they pay for the product. Therefore, option E is the best choice as it perfectly describes the given scenario.

Question 6

_____ refers to the place a brand occupies competitively in the minds of consumers.

Accepted Answer

Positioning refers to the specific place a brand holds in the minds of consumers in relation to competing brands. It involves the strategic manipulation of a brand's image, personality, messaging, and other marketing tactics to create a unique and compelling perception among target customers. Product segmentation refers to dividing a market into smaller groups based on specific characteristics or needs. Product placement refers to the physical location of a brand's product or logo within a media or entertainment setting. The perceptual pyramid and strategic map are models used to visualize and analyze competitive positioning and other marketing factors.

Question 7

In February 2012, Light Full Foods Inc. in San Francisco developed Light Full Satiety Smoothies, which are shelf-stable, all-natural, dairy-based smoothies for adult women. Adult women are the smoothie manufacturer's:

Accepted Answer

The target market refers to the specific group of consumers that the product is designed for, and in this case, the Light Full Satiety Smoothies are designed for adult women. The other choices in the question refer to different elements of marketing, but the target market is the specific answer to the question.

Question 8

Smaller companies typically use a bottom-up marketing format plan because:

Accepted Answer

Smaller companies typically have limited resources, time, and personnel to allocate towards formal planning. Therefore, they often use a bottom-up approach where daily problems are addressed as they arise, allowing the company to be more nimble and responsive to customer needs.

Question 9

Randall Grahm, the owner of Bonny Doon Vineyards, made a name for his wines by injecting an irreverent sense of humor into everything associated with the winery. One of the _____ he used was to host a black mask dinner this fall to celebrate "the death of wine corks" when his company decided to use screw tops.

Accepted Answer

Hosting a black mask dinner to celebrate "the death of wine corks" is an example of an action program, which refers to specific actions or initiatives taken to achieve a marketing or business goal. In this context, the event was used as a creative strategy to market the transition to screw tops.

Question 10

When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand, the firm used several different _____ including creating a launch kit for its brokers and distributors. The kit contained sell sheets, samples, a media kit, and gift items, such as a branded memory stick and an ice cream scoop to help "Scoop Up Sales!"

Accepted Answer

The sentence specifically mentions "several different tactics" used to re-invigorate the brand, with the launch kit being one of those tactics.

Question 11

Kotler and Armstrong have identified five levels of relationships that can be formed between a company and its various stakeholders. Charlotte purchased a book on how to crochet from a Web site. After purchasing the book, she was pleased to receive regular e-mails from the site offering her other products that she might be interested in. The e-mails also tell her about current trends in yarn and offer troubleshooting advice as well as free patterns. The relationship between Charlotte and the Web site is at what level?

Accepted Answer

The relationship between Charlotte and the Web site is at the proactive relationship level, as the site is engaging in ongoing communication and offering additional value beyond the initial transaction.

Question 12

Roy Harold purchased a new washer/dryer for his apartment. Shortly after the appliances had been installed, a store representative called Harold and asked if he was satisfied with the washer/dryer and the installation. The store representative also asked Harold to call if he had any further needs. This is most likely an example of which relationship level?

Accepted Answer

The store representative's follow-up call to ensure satisfaction and offer further assistance indicates an accountable relationship, where the company takes responsibility for customer satisfaction post-purchase.

Question 13

_____ involves creating, maintaining, and enhancing long-term relationships with customers that result in exchanges of information.

Accepted Answer

Relationship marketing involves creating, maintaining, and enhancing long-term relationships with customers that result in exchanges of information. The emphasis is on building long-term relationships with customers rather than just making one-time transactions.

Question 14

When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand, the firm created a launch kit for its brokers and distributors. Its brokers and distributors are examples of:

Accepted Answer

Brokers and distributors are stakeholders as they have an interest in the company's success and are involved in the distribution and promotion of the brand.

Question 15

_____ determine the specific short-term actions to be taken, internally and externally, by whom and when.

Accepted Answer

Tactics are specific short-term actions to be taken by an organization, including internal and external actions, and who is responsible for carrying them out and when. Corporate objectives, environmental objectives, organizational structures, and strategic postures are broader concepts and do not specify the specific short-term actions needed to achieve them.

Question 16

As the leading manufacturer of bleach in the nation, Clorox must guard itself against challenges from detergent manufacturers who are using bleach as a detergent additive. According to Jack Trout and Al Reis's Marketing Warfare, which type of strategy should Clorox use?

Accepted Answer

Clorox should use a defensive strategy, as they need to defend their position as the leading bleach manufacturer against detergent manufacturers using bleach as an additive. A defensive strategy involves maintaining market share and protecting one's own position rather than directly attacking competitors or seeking new markets.

Question 17

Hops Grillhouse & Brewery, formerly known as Hops Restaurant/Bar/Brewery, unveiled a multimillion dollar brand strategy featuring a new menu intended to "capture consumer preferences for high quality, freshness, and grilled tastes as well as an array of aromas, textures, and price points." Its product mix of handcrafted beer and superior food is unlike that offered by other similar restaurant chain and describes its _____ strategy.

Accepted Answer

The brand strategy featuring a new menu and product mix is describing the positioning strategy, as it is focusing on differentiating itself from other restaurant chains by emphasizing the high quality of both its food and beer offerings.

Question 18

Silly Putty has been around for years as a gag gift sold in specialty stores. It has always avoided direct confrontation with other toy companies by finding a market that was small enough to defend and never really acting like a market leader. Which of the following strategies has Silly Putty most likely followed?

Accepted Answer

Silly Putty has likely followed a guerrilla strategy, which involves targeting niche markets and avoiding direct competition with larger companies, often by being innovative or unconventional.

Question 19

The development of _____ marketing requires marketers to focus on ingenious tactics first and then develop tactics into a strategies.

Accepted Answer

Bottom-up marketing involves starting with innovative tactics and then building them into a broader strategy, focusing on practical and creative solutions first.

Question 20

Clos du Bois wine pursues an advertising campaign that targets the gay and lesbian community. Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow. Gay publications are examples of _____ for Clos du Bois wine.

Accepted Answer

The answer of Clos du Bois wine pursues an advertising...

Quiz 7: Marketing, Advertising, and Imc Planning