chapter two advertising’s role in marketing. prentice hall, © 2009 2-2 marketing is considered to...
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Chapter Two
Advertising’s Role in Marketing
Prentice Hall, © 2009 2-2
Marketing is considered to be:
a) The way a product is advertised among target markets
b) The way a product is designed, tested, produced, branded and packaged
c) The way a product is priced, distributed and promoted
d) Both b and c
Prentice Hall, © 2009 2-3
Marketing is considered to be:
a) The way a product is advertised among target markets
b) The way a product is designed, tested, produced, branded and packaged
c) The way a product is priced, distributed and promoted
d) Both b and c
Prentice Hall, © 2009 2-4
The primary assumption of the marketing concept is that:
a) Marketing should focus on the needs of the consumer last
b) Branding is simple and not psychologically linked to consumer decision making
c) Branded products increase the risk in decision making
d) A company must focus on satisfying its customer’s needs
Prentice Hall, © 2009 2-5
The primary assumption of the marketing concept is that:
a) Marketing should focus on the needs of the consumer last
b) Branding is simple and not psychologically linked to consumer decision making
c) Branded products increase the risk in decision making
d) A company must focus on satisfying its customer’s needs
Prentice Hall, © 2009 2-6
Marketing helps to create exchange between a company and customer.
a) True
b) False
Prentice Hall, © 2009 2-7
Marketing helps to create exchange between a company and customer.
a) True
b) False
Prentice Hall, © 2009 2-8
Is competitive advantage also referred to as product advantage?
a) Yes
b) No
Prentice Hall, © 2009 2-9
Is competitive advantage also referred to as product advantage?
a) Yes
b) No
Prentice Hall, © 2009 2-10
All of the following are examples of providing added value to a product except:
a) A recognizable brand in advertising creates a recognizable brand image
b) Convenient access to a productc) More advertising creates a
coveted status d) Limiting information to customers
Prentice Hall, © 2009 2-11
All of the following are examples of providing added value to a product except:
a) A recognizable brand in advertising creates a recognizable brand image
b) Convenient access to a productc) More advertising creates a
coveted status d) Limiting information to customers
Prentice Hall, © 2009 2-12
Can “market” refer to both a place and a particular type of buyer?
a) Yes
b) No
Prentice Hall, © 2009 2-13
Can “market” refer to both a place and a particular type of buyer?
a) Yes
b) No
Prentice Hall, © 2009 2-14
The steps in the marketing process that involve a SWOT analysis are:
a) Step 1 and 2: Research and setting objectives
b) Step 3: Assess consumer needs and wants
c) Step 4: Differentiate the productd) Step 5: Develop the marketing
mix strategy
Prentice Hall, © 2009 2-15
The steps in the marketing process that involve a SWOT analysis are:
a) Step 1 and 2: Research and setting objectives
b) Step 3: Assess consumer needs and wants
c) Step 4: Differentiate the productd) Step 5: Develop the marketing
mix strategy
Prentice Hall, © 2009 2-16
The element of the marketing mix that includes advertising is:
a) Productb) Distributionc) Pricing d) Marketing communication
Prentice Hall, © 2009 2-17
The element of the marketing mix that includes advertising is:
a) Productb) Distributionc) Pricing d) Marketing communication
Prentice Hall, © 2009 2-18
Of all the key players in the marketing industry, the marketer is the most important.
a) True
b) False
Prentice Hall, © 2009 2-19
Of all the key players in the marketing industry, the marketer is the most important.
a) True
b) False
Prentice Hall, © 2009 2-20
If you work on the “company” side of advertising, will you probably work in an advertising department?
a) Yes
b) No
Prentice Hall, © 2009 2-21
If you work on the “company” side of advertising, will you probably work in an advertising department?
a) Yes
b) No
Prentice Hall, © 2009 2-22
A full-service advertising agency encompasses all of the following functions except: :
a) Internal Revenue Servicesb) Account managementc) Creative developmentd) Media planning and buying
Prentice Hall, © 2009 2-23
A full-service advertising agency encompasses all of the following functions except: :
a) Internal Revenue Servicesb) Account managementc) Creative developmentd) Media planning and buying
Prentice Hall, © 2009 2-24
Creative boutiques are small ad agencies that specialize in fashion.
a) True
b) False
Prentice Hall, © 2009 2-25
Creative boutiques are small ad agencies that specialize in fashion.
a) True
b) False
Prentice Hall, © 2009 2-26
The “value billing” approach to agency payment means that:
a) Only the most valuable staff members can charge for their time
b) The agency is paid for its ideas rather than its executions
c) The final bill will always be lowestd) The client decides which services
are most valuable
Prentice Hall, © 2009 2-27
The “value billing” approach to agency payment means that:
a) Only the most valuable staff members can charge for their time
b) The agency is paid for its ideas rather than its executions
c) The final bill will always be lowestd) The client decides which services
are most valuable
Prentice Hall, © 2009 2-28
These days, is the consumer more in control of the advertising process?
a) Yes
b) No
Prentice Hall, © 2009 2-29
These days, is the consumer more in control of the advertising process?
a) Yes
b) No
Prentice Hall, © 2009 2-30
As an emerging marketing strategy, mobile marketing could include:
a) Cell phone text messages with news about a sale
b) Product messages on the Internetc) PDA messages near a customer’s
favorite restaurantd) Both a and c
Prentice Hall, © 2009 2-31
As an emerging marketing strategy, mobile marketing could include:
a) Cell phone text messages with news about a sale
b) Product messages on the Internetc) PDA messages near a customer’s
favorite restaurantd) Both a and c
Prentice Hall, © 2009 2-32
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