1. Chapter Two Advertising’s Role in Marketing

2. 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

3. 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

4. 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

5. 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

6. Prentice Hall, © 2009 2-6 Marketing helps to create exchange between a company and customer. a) True b) False

7. Prentice Hall, © 2009 2-7 Marketing helps to create exchange between a company and customer. a) True b) False

8. Prentice Hall, © 2009 2-8 Is competitive advantage also referred to as product advantage? a) Yes b) No

9. Prentice Hall, © 2009 2-9 Is competitive advantage also referred to as product advantage? a) Yes b) No

10. 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 product c) More advertising creates a coveted status d) Limiting information to customers

11. 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 product c) More advertising creates a coveted status d) Limiting information to customers

12. Prentice Hall, © 2009 2-12 Can “market” refer to both a place and a particular type of buyer? a) Yes b) No

13. Prentice Hall, © 2009 2-13 Can “market” refer to both a place and a particular type of buyer? a) Yes b) No

14. 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 product d) Step 5: Develop the marketing mix strategy

15. 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 product d) Step 5: Develop the marketing mix strategy

16. Prentice Hall, © 2009 2-16 The element of the marketing mix that includes advertising is: a) Product b) Distribution c) Pricing d) Marketing communication

17. Prentice Hall, © 2009 2-17 The element of the marketing mix that includes advertising is: a) Product b) Distribution c) Pricing d) Marketing communication

18. Prentice Hall, © 2009 2-18 Of all the key players in the marketing industry, the marketer is the most important. a) True b) False

19. Prentice Hall, © 2009 2-19 Of all the key players in the marketing industry, the marketer is the most important. a) True b) False

20. 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

21. 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

22. Prentice Hall, © 2009 2-22 A full-service advertising agency encompasses all of the following functions except: : a) Internal Revenue Services b) Account management c) Creative development d) Media planning and buying

23. Prentice Hall, © 2009 2-23 A full-service advertising agency encompasses all of the following functions except: : a) Internal Revenue Services b) Account management c) Creative development d) Media planning and buying

24. Prentice Hall, © 2009 2-24 Creative boutiques are small ad agencies that specialize in fashion. a) True b) False

25. Prentice Hall, © 2009 2-25 Creative boutiques are small ad agencies that specialize in fashion. a) True b) False

26. 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 lowest d) The client decides which services are most valuable

27. 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 lowest d) The client decides which services are most valuable

28. Prentice Hall, © 2009 2-28 These days, is the consumer more in control of the advertising process? a) Yes b) No

29. Prentice Hall, © 2009 2-29 These days, is the consumer more in control of the advertising process? a) Yes b) No

30. 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 Internet c) PDA messages near a customer’s favorite restaurant d) Both a and c

31. 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 Internet c) PDA messages near a customer’s favorite restaurant d) Both a and c

32. Prentice Hall, © 2009 2-32 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall