8/4/2019 Marketing Challenge Review Exam 3
1/51
Basic Terms - 100 points
Answer:It is any form of nonpersonal, paidcommunication in which the sponsor orcompany is identified.
Question: What is advertising?
8/4/2019 Marketing Challenge Review Exam 3
2/51
Basic Terms - 200 points
Answer:It is the term used to describe aproduct perceived as new by a potentialadopter.
Question: What is an innovation?
8/4/2019 Marketing Challenge Review Exam 3
3/51
Basic Terms - 300 points
Answer:This term refers to a channelused to convey a message to the targetmarket.
Question: What is a medium?
8/4/2019 Marketing Challenge Review Exam 3
4/51
Basic Terms - 400 points
Answer:It is marketing activities other thanthose covered by the other elements ofthe promotional mix that stimulate
consumer buying and dealereffectiveness.
Question: What is sales promotion?
8/4/2019 Marketing Challenge Review Exam 3
5/51
Basic Terms - 500 points
Answer:It is the element of thepromotional mix that evaluates publicattitudes, identifies issues that may elicit
public concern, and executes programs togain public understanding andacceptance.
Question: What is public relations?
8/4/2019 Marketing Challenge Review Exam 3
6/51
Advertising Campaigns - 100points
Answer:This two-word term describes aseries of related advertisements focusingon a common theme, slogan, and set of
advertising appeals.
Question: What is an advertising
campaign?
8/4/2019 Marketing Challenge Review Exam 3
7/51
Advertising Campaigns - 200points
Answer:It is a specific communication taskan advertising campaign should accomplishfor a specified target audience during a
specified period. Question: What is an advertising
objective?
8/4/2019 Marketing Challenge Review Exam 3
8/51
Advertising Campaigns - 300points
Answer:This term refers to a series ofdecisions advertisers make regarding theselection and use of media to
communicate the advertising message tothe target market
Question: What is media planning?
8/4/2019 Marketing Challenge Review Exam 3
9/51
Advertising Campaigns - 400points
Answer: Sometimes abbreviated as aUSP, it refers to a desirable, exclusive,and believable advertising appeal
selected as the theme for a campaign. Question: What is a unique selling
proposition?
8/4/2019 Marketing Challenge Review Exam 3
10/51
Advertising Campaigns - 500points
Answer:Sell the sizzle, not the steak isan old advertising expression. It meansthat the goal of advertising is to sell this
and not product attributes. Question: What are product
benefits?
8/4/2019 Marketing Challenge Review Exam 3
11/51
Product Type - 100 points
Answer: This is a type of inexpensiveproduct for which a consumer is unwillingto shop extensively. Candy, soft drinks,
and aspirin are typical examples. Question: What is a convenience
product?
8/4/2019 Marketing Challenge Review Exam 3
12/51
Product Type - 200 points
Answer: It is a type of consumer product.Consumers search extensively for items inthis category and are reluctant to accept
substitutes. Question: What is a specialty
product?
8/4/2019 Marketing Challenge Review Exam 3
13/51
Product Type - 300 points
Answer: Examples of this type ofconsumer product might include Rolexwatches, Rolls Royce automobiles, and
highly specialized forms of medical care. Question: What are specialty
products?
8/4/2019 Marketing Challenge Review Exam 3
14/51
Product Type - 400 points
Answer: It is a type of consumer product.Consumers comparison shop for items inthis category along attributes like price,
style, practicality. Question: What is a shopping
product?
8/4/2019 Marketing Challenge Review Exam 3
15/51
Product Type - Open Challenge
Answer: One of two types of shopping
products, it describes products likefurniture, clothing, and universities thatconsumers are likely to perceivecompeting products as being substantiallydifferent.
Question: What is a heterogeneousshopping product?
8/4/2019 Marketing Challenge Review Exam 3
16/51
Media Selection - 100 points
Answer:This type of media schedulingstrategy involves schedulingadvertisements to run steadily throughout
the advertising period. Question: What is a continuous
media schedule?
8/4/2019 Marketing Challenge Review Exam 3
17/51
Media Selection - 200 points
Answer:It is the number of times anindividual is exposed to a message.
Question: What is frequency?
8/4/2019 Marketing Challenge Review Exam 3
18/51
Media Selection - 300 points
Answer:It is the number of differentconsumers that are exposed to anadvertisement at least once during a
specific period. Question: What is reach?
8/4/2019 Marketing Challenge Review Exam 3
19/51
Media Selection - 400 points
Answer: This type of media schedulingstrategy involves scheduling ads heavilyevery other month, every other week, or
some related pattern to achieve a greaterimpact at specific times.
Question: What is a flighted mediaschedule?
8/4/2019 Marketing Challenge Review Exam 3
20/51
Media Selection - 500 points
Answer:Of the following, it is the most
efficient media selection from theperspective of the advertiser.
Channel A, Cost per contact = $18
Channel B, Cost per contact = $20
Channel C, Cost per contact = $30
Question: What is Channel A?(lowest cost per contact)
8/4/2019 Marketing Challenge Review Exam 3
21/51
Odds & Ends - 100 points
Answer:It is the first stepin the newproduct development process.
Question: What is idea generation?
8/4/2019 Marketing Challenge Review Exam 3
22/51
Odds & Ends - 200 points
Answer: It is the combination of promotiontools - including advertising, publicrelations, personal selling, and sales
promotion - used to reach the targetmarket and fulfill the organizations overallgoals
Question: What is the promotionalmix?
8/4/2019 Marketing Challenge Review Exam 3
23/51
Odds & Ends - 300 points
Answer: Of the following, it is the term thatwould describe the following group of Bicproducts: Bic pens, Bic lighters, Bic
disposable razors. Product line Product mix
Product item Question: What is a product mix?
8/4/2019 Marketing Challenge Review Exam 3
24/51
Odds & Ends - 400 points
Answer: This term describes the methodof carefully coordinating all promotionalactivities to produce a consistent, unified
message that is customer-focused. Question: What is integrated
marketingcommunications?
8/4/2019 Marketing Challenge Review Exam 3
25/51
Odds & Ends - 500 points
Answer: Of the following, it is the one that isNOTa benefit companies frequently derive fromorganizing products into product lines.
Package uniformity Advertising economies of scale
Creating a different personality for each product.
Question: What is creating a differentpersonality for eachproduct?
8/4/2019 Marketing Challenge Review Exam 3
26/51
Sales Promotion - 200 points
Answer:This form of consumer salespromotion is a certificate that entitles theconsumer to an immediate price reduction
when he/she buys the product. Question: What is a coupon?
8/4/2019 Marketing Challenge Review Exam 3
27/51
Sales Promotion - 400 points
Answer: This form of consumer salespromotion is a cash refund given for thepurchase of a product during a specified
period. Question: What is a rebate?
8/4/2019 Marketing Challenge Review Exam 3
28/51
Sales Promotion - 600 points
Answer: This form of consumer salespromotion is an extra itemoffered to theconsumer, usually in exchange for some
proof of purchase of the promotedproduct.
Question: What is a premium?
8/4/2019 Marketing Challenge Review Exam 3
29/51
Sales Promotion - 800 points
Answer: This form of consumer salespromotion is a promotional display set upat the retailers location to build traffic,
advertise the product, or induce impulsebuying.
Question: What is a point-of-purchase display?
8/4/2019 Marketing Challenge Review Exam 3
30/51
Sales Promotion - 1000 points Answer:This is a promotional program
designed to build long-term, mutuallybeneficial relationships between acompany and its key customers.
Frequent flyer programs such as TWAsAviators Club are an example of this.
Question: What is a loyalty
marketing program?(orfrequent buyer program)
8/4/2019 Marketing Challenge Review Exam 3
31/51
Product Life Cycle - 200 points
Answer:They are the four stages of theproduct life cycle (in order, from first tolast.)
Question: What isIntroductory stage
Growth stage
Maturity stage
Decline stage
8/4/2019 Marketing Challenge Review Exam 3
32/51
Product Life Cycle - 400 points
Answer:Of the following, it is how theproduct life cycle is best applied/understood.
At the level of an individual brand (ex: Ford.)
At the level of a particular product/model (ex:Ford Taurus.)
At the level of a product category (ex: passenger
cars) Question: What is at the level of a
product category?
8/4/2019 Marketing Challenge Review Exam 3
33/51
Product Life Cycle - 600 points
Answer:Products considered to be in thisstage of the PLC include CB radios, black-and-white console television sets, and
non-electronic wristwatches. Question: What is the decline stage?
8/4/2019 Marketing Challenge Review Exam 3
34/51
Product Life Cycle - 800 points
Answer:Between a style, a fad, and afashion, it is the one with the shortest lifecycle.
Question: What is a fad?
8/4/2019 Marketing Challenge Review Exam 3
35/51
Product Life Cycle - 1000 points
Answer:It is the stage of the product lifecycle in which profit can be expected topeak.
Question: What is the growth stage?
8/4/2019 Marketing Challenge Review Exam 3
36/51
One Step at a Time - 200 points(answer/questions about steps in the personal sellingprocess)
Answer: It is the first step of the sellingprocess.
Question: What is generating leads?
(or prospecting)
8/4/2019 Marketing Challenge Review Exam 3
37/51
One Step at a Time - 400 points(answer/questions about steps in the personal sellingprocess)
Answer: The second step of the sellingprocess, it involves a determination of theprospects authority to buy and ability to pay
for the good or service. Question: What is lead qualification?
(qualifying)
8/4/2019 Marketing Challenge Review Exam 3
38/51
One Step at a Time - 600 points(answer/questions about steps in the personal sellingprocess)
Answer: It is the final step of the sellingprocess.
Question: What is follow-up?
8/4/2019 Marketing Challenge Review Exam 3
39/51
One Step at a Time - 800 points(answer/questions about steps in the personal sellingprocess)
Answer: It is the stage that occurs afterhandling objections but before follow-up.
Question: What is closing the sale?
8/4/2019 Marketing Challenge Review Exam 3
40/51
One Step at a Time - 1000 points(answer/questions about steps in the personal sellingprocess)
Answer: The goal of the salesperson duringthe approach is to conduct one of these. Itinvolves a determination of the customers
specific needs and wants, as well as therange of options the customer has forsatisfying these needs and wants.
Question: What is a needsassessment?
8/4/2019 Marketing Challenge Review Exam 3
41/51
Good & Services - 200 points Answer: It is the result of applying human or
mechanical efforts to people or objects. Itinvolves a deed, a performance, or an effort thatcannot be physically possessed.
Question: What is a service?
8/4/2019 Marketing Challenge Review Exam 3
42/51
Goods & Services - 400 points Answer: They are the four characteristics
that distinguish services from goods. Question: What are
intangibility
inseparability
heterogeneity, and
perishability?
8/4/2019 Marketing Challenge Review Exam 3
43/51
Goods & Services - 600 points Answer: Not only does it include the core
benefit, but also it includes design, features,packaging, etc
Question: What is augmented product?
8/4/2019 Marketing Challenge Review Exam 3
44/51
Goods & Services - 800 points Answer: It is one of the four unique
characteristics of services. Unlike with aproduct, a service cannot be stored,warehoused, or inventoried. (ex: an empty
hotel room produces no revenues, andcannot be stored until demand is greater.)
Question: What is perishability?
8/4/2019 Marketing Challenge Review Exam 3
45/51
Goods & Services - 1000 points Answer: these types of products provide
benefits over a period of months, years,even decades
Question: What is a durable good?
8/4/2019 Marketing Challenge Review Exam 3
46/51
Potpourri - 200 points
Answer:Of the following, it is the type ofmarketing strategy where a manufacturerwould use aggressive personal selling andtrade advertising to convince a middlemanto carry/sell a particular product. Push strategy
Pull strategy Question: What is a push strategy?
8/4/2019 Marketing Challenge Review Exam 3
47/51
Potpourri - 400 points
Answer: This one-word term is a statementof an individual sales representatives salesobjectives and is usually based on sales
volume alone (ex: You are expected to sell$200,000 of product by the end of thequarter.)
Question: What is a quota?
8/4/2019 Marketing Challenge Review Exam 3
48/51
Potpourri - 600 points
Answer:It is the term in the communicationprocess that describes a receiversresponse to a message.
Question: What is feedback?
8/4/2019 Marketing Challenge Review Exam 3
49/51
Potpourri - 800 points
Answer:It is the final stepin the new productdevelopment process.
Question: What is commercialization?
8/4/2019 Marketing Challenge Review Exam 3
50/51
Potpourri - 1000 points
Answer: Of the following, it is thecompensation system that would likelyproduce the most aggressive sales force.
Straight commission Straight salary
Combination plan
Question: What is a straightcommission?
Final Challenge!
8/4/2019 Marketing Challenge Review Exam 3
51/51
Final Challenge!
Answer: This is an arrangement between amanufacturer and a retailer in which the two
split the costs of advertising themanufacturers brand. One benefit is that itencourages retailers to devote more effort tothe cooperating manufacturers product line.
Question: What is cooperative
advertising?
Top Related