BUSI 430 EXAM 1 - 99431

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Question 1 1. Trust represents a customer's belief in the efficacy and reliability of a brand. True False 2 points Question 2 1. Pleasure cruises and exotic vacations take advantage of which consumer behavior trend? Health emphasis Cocooning Experience pursuits Active, busy lifestyles 2 points Question 3 1. 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 1. 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 1. 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 1. 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 1. 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 1. 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 1. The process of creating television commercials, print ads, and retail coupons are examples of encoding. True False 2 points Question 10 1. The competitive environment is now more: local. global. regionalized. concentrated. 2 points Question 11 1. In the communication process, encoding is: a purchase decision by a consumer. a social media network. a sales pitch recited by a salesperson. the database manager finding a statistical oddity. 2 points Question 12 1. Packaging and labeling products are part of the brand's digital marketing program. True False 2 points Question 13 1. When the Edgewater Beach & Golf Resort developed a marketing campaign aimed to attract business customers, institutions, and organizations that needed a location to hold 2- to 4-day conferences, the type of segmentation approach being used was: demographics. customer value. type of business. product usage. 2 points Question 14 1. Brand logos: help with recall of advertisements and brands. are unrelated to image but are related to positioning. increase search time in product purchase decisions. usually are inexpensive to develop. 2 points Question 15 1. PRIZM is a company that specializes in which type of segmentation? Geographic Product differentiation Psychographic Geodemographic 2 points Question 16 1. If a company's marketing team believes that offering a new product under the current brand name may adversely affect the current brand, the best approach would be to introduce the product as a: co-brand. brand extension. flanker brand. ingredient brand. 2 points Question 17 1. An individual's age and social status largely determine the motivation to search for purchase alternatives. True False 2 points Question 18 1. Advertising researchers want to understand reasons individuals select specific fashion trends. Which approach would be the best consumer-oriented research method to use? Product-specific research Anthropological Sociological Psychological 2 points Question 19 1. The higher the perceived benefit a consumer receives from an external search for information; the less likely he or she will be to spend time searching for information. True False 2 points Question 20 1. Each of the following is an example of a customer contact point except: a sales clerk at a retail store. a brand's website. a brand's Instagram page. a friend who recommends a brand. 2 points Question 21 1. A restaurant that advertises "the best food and best service in town" uses which form of positioning? Product attributes Competitors Use or application Price-quality relationship 2 points Question 22 1. When developing a communications budget, the percentage of sales method is similar to the objective and task approach. True False 2 points Question 23 1. To establish a strong brand image, a brand name must be prominently promoted in repetitious ads or it should be associated with one of the product's benefits. True False 2 points Question 24 1. Adaptation in a global advertising campaign means rewriting an advertisement to fit the nuances of a given language and culture. True False 2 points Question 25 1. Many people respond to stress and hectic lifestyles through exciting adventures and personal pleasure pursuits. True False 2 points Question 26 1. What a firm's employees believe about a brand's image is more important than what consumers think. True False 2 points Question 27 1. The marketing director of the Houston Astros baseball team has developed an advertising campaign targeted at females. This is an example of the demographic segmentation variable of: gender. age. income. ethnicity. 2 points Question 28 1. Product positioning is the: level of brand equity faced by a company or brand. perception consumers have of a company or brand relative to other brands being offered by the company. number and level of products offered by a company. perception consumers have of a company or brand relative to competitors. 2 points Question 29 1. When business travelers began to view Holiday Inn as outdated with old decor, the management team remodeled many properties and terminated contracts with proprietors that did not meet the new standards. This is an example of: reinforcing the current image. developing a new image. rejuvenating an image. changing an image. 2 points Question 30 1. Brand parity is the: perception that there are no real differences between major brands. belief that all advertisers say essentially the same thing. idea that brands are distinct and easy to identify. feeling that most advertising is false.
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Submitted Answers, Feedback

  • Question 1

2 out of 2 points

   
 

Trust represents a customer's belief in the efficacy and reliability of a brand.

     

Selected Answer:

True

     
  • Question 2

2 out of 2 points

   
 

Pleasure cruises and exotic vacations take advantage of which consumer behavior trend?

     

Selected Answer:

Experience pursuits

     
  • Question 3

2 out of 2 points

   
 

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?

     

Selected Answer:

Quantitative models

     
  • Question 4

2 out of 2 points

   
 

Individuals perform only one role in the buying center, but there can be more than one individual involved in any particular role.

     

Selected Answer:

False

     
  • Question 5

2 out of 2 points

   
 

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:

     

Selected Answer:

age.

     
  • Question 6

2 out of 2 points

   
 

Coca-Cola runs the same advertisement in all French-speaking countries. This is an example of:

     

Selected Answ

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