Question 1
- Trust represents a customer’s belief in the efficacy and reliability of a brand.
True
False
2 points
Question 2
- Pleasure cruises and exotic vacations take advantage of which consumer behavior trend?
Health emphasis
Cocooning
Experience pursuits
Active, busy lifestyles
2 points
Question 3
- Which method of developing a marketing communications budget uses computer simulations to model the relationship between advertising and marketing communications and sales, profits, and other factors?
Payout planning
Objective and task
Quantitative models
Meet the competition
2 points
Question 4
- Individuals perform only one role in the buying center, but there can be more than one individual involved in any particular role.
True
False
2 points
Question 5
- The marketing leaders of the New Orleans Saints football team developed an advertising campaign targeted at teenagers. This is an example of the demographic segmentation variable of:
age.
gender.
ethnicity.
income.
2 points
Question 6
- Coca-Cola runs the same advertisement in all French-speaking countries. This is an example of:
standardization.
integration.
customization.
diversified IMC theme.
2 points
Question 7
- Individuals within the buying center who shape the purchasing decision by providing information or criteria that should be used in evaluating alternatives are called deciders.
True
False
2 points
Question 8
- When Domino’s Pizza sought to increase sales and return customers, one key tactic was to:
change the brand.
buy the largest competing pizza chain.
raise prices.
enter new markets.
2 points
Question 9
- The process of creating television commercials, print ads, and retail coupons are examples of encoding.
True
False
2 points
Question 10
- The competitive environment is now more:
