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1. MKT 447 Final Exam Guide
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2. MKT 447 Final Exam Guide
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:
2. Which of the following is the best example of a tangible good?
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.
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:
5. One of the most basic functions of _____is to identify products and their
source and to differentiate them from others.
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:
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.
8. For manufacturers, the best way to beat the competition is to:
9. When the city of Pensacola, Florida, advertises itself as ??€?›the
perfectplace for the perfect Florida vacation??€??, it is using:
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:
11. In advertising business has evolved into four distinct groups which are:
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?
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:
14. Most advertisers break into international marketing by:
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:
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
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.
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 :
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.
20. The manufacturer of French s mustard is considering marketing a ranch
flavored mustard. Its first step in the research process would be to:
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?
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?

3. 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?
24. The written marketing plan must reflect the goals of top management and:
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.
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:
27. _____is the process that directs the advertising message to the right people
at the right place at the right time.
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:
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.
30. Who is responsible for writing the words in an ad for new campaign for
Purina Fit & Trim dog food?
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:
32. Why is radio the least expensive electronic medium on which to produce an
ad?
33. The reach of magazines: