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copy deck
- according to response hierarchy which is the order that a person think when it is a low involvment hierarchy:
- think-do-feel
- What was an example given in class of a company thats positioning strategy was based on attribute or benefit:
- Intel
- Which of these is NOT included in the MECCA model:
- consumer behavior
- Which segment was the Honda Element meant to attract:
- The Perennial Packrat
- Which is one of the most famous examples of a company that positioned themselves as the lowest price competitor:
- Wal-Mart
- Underarmour has achieved great success in marketing against Nike by:
- knowing their own DNA
- When positioning a product one should do all of the following EXCEPT:
- try to produce a campaign which will reach a mass market of people
- When paying an agency, the comission system is the traditional approach. It is being replaced by other methods of payment for what reason:
- . Incentive based systems require more accountability for their work. .With other systems there is less incentive to produce expensive marketing for the company. .More integrated marketing campaigns are desired by the client, this requires new methods for adequate compensation for creative agencies.
- Which of the following is the second step in developing a marketing plan:
- SWOT-specific marketing objectives
- In the perception phase of the internal psychological processes, which of the following is the correct order of consumer perceptions:
- exposure,attention,comprehension,retention
- _____involves how you want your target market to view you relative to your competitors, while _______signifies the space your brand occupies in the consumers hearts and minds:
- Desired Positioning Actual Positioning
- Which of the following is NOT one of the key strategies practiced by UnderArmour that led the brand to success:
- use as many popular athletes as possible
- What is the pro centralized approach to advertising:
- fewer personnel
- According to the UnderArmour campaign, the four keys of greatness included all of the followin EXCEPT:
- using as many sports celebrities to endorse their products as possible
- Which of the following is NOT true of problem recognition for consumers:
- it is the last stage in the consumer decison-making process
- According to the "secrets of the Male Shopper" marketers:
- Now face a challenge to reach beyond the heavy focus on the two male extremes
- Which of the following is NOT a form of encoding:
- Visual
- Which of the following would be considered a con to the centralized approach:
- longer response time
- The process by which an individual recieves, selects, organizes and interprets information to create a meaningful picture of the world is:
- Perception
- The thoughts that occur to consumers while reading, viewing, and/or hearing a communication is:
- cognitive responses
- All of the following are pros to having an in-house ad agency except:
- more experience
- The main difference between a customer and a consumer is:
- customers buy, consumers use
- The model used to determine what attributes matter most to the consumer is called the:
- Multiattribute attitude model
- According to the FCB Grid, a High-Involvment/Thinking consumer would be best reached using the Standard Learning Hierarchy which is:
- think, do, feel
- Rosser Reeves, famous for his hard sell advertising stated that, "every advertisement should make a _____to the consumer"
- proposition
- Comparitive Advertising is often used for:
- Brands with a small market share
- The wide range of support used by advertisers, agencies, media prganizations, and speacialized marketing communication firms are:
- collateral services
- In the "what Happens in Vegas Stays in Vegas" documentary, it stated that deciding on a strategy and then picking a media tool is called:
- strategic documentation
- The primary focus of market driven companies is on:
- developing and sustaining relationships with their customers
- Which of the following is not a Pro of the centralized approach:
- fewer high dollar mistakes
- The_____helps marketers see how each controllable element interacts with the consumers response process:
- Persuasion Matrix
- Which Male Archetype is best described as:Sophisticated, comfortable with women, and is in his 20-30's:
- the modern man
- What best describes a Maturiteen:
- Technology master, savvy and pragmatic, "owner" of brands
- Which does not explain why clients change agencies:
- Realistic demands are met in a timely order
- A recency effect assumes:
- the strong points are at the end of the ad
- AF often plays upbeat music and use strong persume scents inther store. what stage in the consumer behavior process are the trying to influence:
- Information search
- Tivo poses a new challenge for marketers to advertise their ads because consumers can easily skip to or fast-forward commercial ads. This is what marketers called:
- selective attention
- Which of these startegies are the least effective in addressing a low-involed customer:
- using facts and numbers in a television ad
- Which of these positiong strategies would be the least effective for a market-leader product
- repositioning
- which of the following would be considered the most credible when it comes to information search for a product
- having a personal experience involving the product
- The following male archetype can be described as in control of the brand:
- The maturiteen
- what three things did Prof. West Describe as the heart of strategy:
- segmenting, targeting, positioning
- Which of the following is not a source of problem recognition:
- changes in purcahse motives
- The argument should be strongest when when designing an advertisement:
- the beginning and the end
- Which of the following is not a component of the IMC approach:
- relationship building
- How is consumer research sources ranked from most credible to least:
- personal expereince, personal sources, public sources, marketer-contolled sources
- A part of the _____ segmentation, _____divides americans into eight lifestyle segments that exhibit distinctive attitudes, behaviors, and decison-making patters
- Psychographic Vals 2
- To reduce costs firms like Calvin Klein, Avon, Revlon, and Bennetton all use a ____ approach to adveritsing
- in house
- The summation of a belief about the brands performance multiplied by the importance attached to it is known as the
- multiattribute attitude model
- This model of response process represents the stages a salesperson must take a customers through in the personal selling process
- AIDA Model
- Which of the following would bne considered a characteristic of a good positioning statement:
- Easily communicated and enduring and account for the future
- Consumer behavior is defined as the process and activiites people engage in when searching for ____ as to satisfy their needs and desires
- selecting, purchasing, evaluating
- Selective perception may occur at the _____ stage of perception
- retention
- The concept of creating IMC does NOT include which of the following:
- build synergies
- To maximize the persuasive impact of a message you should carefully consider the ____ of the source
- credibility, attractivness, and power
- which of the following were not one of the four pillars of success for the UnderArmour marketing strategy:
- being #1
- Markets can be segmented by all of the following except:
- Telegraphic
- What is true about the "more appropriate definition of IMC":
- it views IMC as an ongoing strategic business process, it views internal audiences such as employees as an important part of the IMC process and it is developed by Don Schultz od Northwestern University
- Which of the following must be included in a positioning statement:
- target market, brand name, and benefit
- All of the chouces are in favor of in house agencies, except:
- more flexibility
- Which of the following does NOT make Kevin Plank and the UnderArmour brand successful:
- Having the right spokesperson
- The standard learning hierarchy consists of what order of actions
- think, feel, do
- A diamond ring fits into which quadrant of the FCB grid:
- Affective
- An example of a positioning strategy by competitor is used by what company
- Avis
- All of the chouces include different ways to segment markets except:
- Benefit segmentation
- This evaluation method causes consumers to have doubt about an important, difficult purchase they made
- cognitive dissonance
- The overlap of the Sender's Field of Experience and the Receiver's Field of Experience is what component of the basic model of communication:
- Channel message
- This responsive theory from the FCB planning grid would follow a D-Learn-Feel pattern
- Habit-Formation
- Message recall is highest at the:
- beginning and end of a message
- The difference between desired positioning and actual positioning for a product is:
- how you want your target market to view your product relative to the competitors vs. the space your brand currently occupies in the consumers heart and mind.
- Customers recieve the most influence during the customer journey from which touch point:
- personal experience, (i.e. trial)
- consumer behavior is the process of
- people engaging in searching for, selecting and purchasing a product or service to satisfy needs/wants
- In motivation research, all of these are considered pros EXCEPT
- Varying, subjective interpertations
- What is the order of stages in the response hierarchy model for impulse purchases
- Cognition, Conation, Affect
- WHat type of ad agency is responsible for almost all of the research conducted to understand its target audience
- Marketing services
- As a brand manager, what are the 5 key C's one should always be able to understand
- company, customers, competition, context, collaborators
- Which of the following is used as a positioning strategy
- product class, competitor
- The ELM model has important implications for marketing communications, particularly with respect to
- involvment
- The levels of audience aggregations model is used to
- identify the target audience
- What is the first (bottom of the pyrmaid) need on Maslows hierarchy of needs
- psychological
- Which male archetype is described as "traditionalist", "rejects feminism", and "nostalgic for the past"
- Retrosexual
- Which of the 6 qualitative segments are described as highly social, group oriented, trendy, advenurous, and least outdoor activity oriented
- gadget gorillaz
- Which of the following is not a component of a customer profile
- media resources
- what is the first step in developing a positioning strategy
- assesing the consumers perceptions of competitors
- Which is not part of the target market process
- make commercials
- This is the first stage of the decision making process
- problem recognition
- The feeling of psychological tension or postpurchase doubt that a customer experiences after making a difficult purchase decison is called
- cognitive dissonance
- Avis, which positioned itself against the car rental leader, Hertz, by stating, "were number two, so we try harder" provides a typical example of which positioning strategy
- positioning by competitor
- What is the first step in developing a marketing plan
- developing a detailed solution analysis (5C's)
- Which company became a huge success by first knowing the DNA of the brand
- UnderArmour
- Which process is the market-product grid a part of:
- segmentation process