MKT263 : Midterm Revision Exam

[CH1] According to the AMA's 2007 definition, marketing covers the activities, institutions and processes for creating, communicating and delivering offerings that have value for customers, clients, partners and society at large.

[CH1] Functional benefits refer to the feelings that result from owning a particular brand, while psychological benefits focus on the performance of the product.

[CH1] In the IMC planning process, communication objectives describe what the overall marketing program will accomplish, such as sales and market share.

[CH1] Intrinsic touch points are interactions that occur during the process of buying or using a product, such as discussions with sales personnel.

[CH2] In concentrated marketing, a firm develops separate marketing strategies for each of several different market segments.

[CH2] Repositioning is difficult to accomplish because of entrenched perceptions and attitudes toward the product or brand.

[CH2] Direct channels, driven by direct-response ads, telemarketing and the Internet, are typically used when selling expensive and complex products.

[CH2] A promotional pull strategy relies mainly on company sales representatives calling on resellers and offering promotional allowances and cooperative advertising.

[CH5] Decoding is heavily influenced by the receiver's field of experience, which includes the experiences, perceptions, attitudes and values the person brings to the communication situation.

[CH5] Buzz marketing refers to propagating marketing-relevant messages with the help of individual consumers, starting from a seeded initial group.

[CH5] In the cognitive response approach, support arguments relate positively to message acceptance, whereas counterarguments relate negatively to it.

[CH5] According to the ELM, the peripheral route to persuasion occurs when the receiver's ability and motivation to process the message are high.

[CH6] In the persuasion matrix, the independent variables represent the response hierarchy, or steps a receiver goes through in being persuaded.

[CH6] Identification is the process through which source attractiveness leads to persuasion, as the receiver seeks some type of relationship with the source by adopting a similar position.

[CH6] Externally paced media, such as newspapers, magazines and direct mail, allow readers to process an ad at their own rate and study it as long as they desire.

[CH1] A food company runs contests and rebates for shoppers and also gives supermarkets special price deals and allowances for stocking its sauces. The deals given to the supermarkets are an example of:

[CH1] Which element of the promotional mix offers high credibility and low cost, but suffers from a lack of control and the risk of damaging negative stories?

[CH1] A Bahraini electronics retailer lets customers browse on its mobile app, order on its website and collect from any of its stores. This practice is best described as:

[CH1] A bank prints its new campaign slogan on its debit-card packaging and features it on its website and in its TV ads. These planned messages represent which type of touch point?

[CH1] In the IMC planning model, which step comes directly after the promotional program situation analysis?

[CH1] According to the contemporary perspective of IMC, what is the goal of the IMC process?

[CH1] While developing its IMC program, a juice brand's team decides that the basic appeal will be family togetherness and the message will show families sharing breakfast. This decision belongs to:

[CH2] A sportswear company finds that some buyers choose the same running shoe for injury protection while others choose it for its stylish look, and it builds segments around these differences. This is:

[CH2] A company offers a single standard product with one marketing program to the entire market, without tailoring it to any segment. Which approach is it using?

[CH2] A baking soda brand, traditionally sold for baking, now advertises its product as a way to keep refrigerators smelling fresh. Which positioning approach does this illustrate?

[CH2] In positioning by product attributes and benefits, the term 'salient attributes' refers to attributes that:

[CH2] Which of the following is listed in the course as a source of competitive advantage?

[CH2] Shoppers willingly pay more for a branded perfume than for an identical unbranded one because of the brand's favorable image and their strong attachment to its name. This added value is called:

[CH5] During a radio commercial, static on the line causes a listener to miss the brand name entirely. In the communication model, the static is an example of:

[CH5] After buying a new phone, a customer keeps posting positive reviews and recommending the brand to friends. In the consumer decision journey, this customer is in which stage?

[CH5] Which response hierarchy model describes the stages a buyer passes through in the personal selling process, namely attention, interest, desire and action?

[CH5] While watching a shampoo commercial, a viewer thinks, 'That footballer is only saying this because he was paid.' This thought is best classified as a:

[CH5] A consumer buying a laptop is highly involved in the decision, and there are many differences among the competing brands. Which response process is most likely?

[CH5] When identifying the target audience, very small, well-defined groups of customers are referred to as:

[CH6] A regional sales manager who can grant or withhold bonuses persuades distributors to stock a new product, and they agree mainly to obtain favorable reactions from him. Through which process does this source persuade?

[CH6] An advertiser places its strongest argument at the very end of a commercial, believing that arguments presented last are the most persuasive. Which effect is the advertiser relying on?

[CH6] A brand of dates targets loyal, less-educated customers who already hold a favorable opinion of it. According to the course, which message structure is most effective for this audience?

[CH6] The tendency of a television or radio commercial to lose its effectiveness when it is seen or heard repeatedly is known as:

[CH6] A road-safety ad shows such graphic crash scenes that many viewers emotionally block it out and stop paying attention. This outcome reflects:

[CH6] A car brand hires an actor famous for heroic, adventurous film roles, expecting the qualities from those roles to pass on to its new SUV. Which framework explains this choice?

[CH1] List and briefly explain the six steps of the Integrated Marketing Communications (IMC) planning model in their correct order.

[CH1] Define each of the six tools of the promotional mix and state one key advantage or characteristic of each.

[CH2] Explain the four steps of the target marketing process, and compare geographic, demographic and psychographic bases for market segmentation.

[CH2] Describe how a firm can develop its positioning strategy. Explain at least five positioning approaches covered in the course.

[CH5] List and explain the elements of the basic model of the communication process, and state the factors on which successful communication depends.

[CH5] Explain the three basic stages that traditional response hierarchy models pass through, and discuss the implications of response process models for promotional planners.

[CH6] Distinguish between direct and indirect sources, and explain source credibility, including its two dimensions, the process through which it persuades, and how it can be enhanced.

[CH6] Discuss the limitations of using celebrities as endorsers, and list the factors a company should consider when choosing a celebrity endorser.

[CH2] Which approach to selecting a target market is Mariam using? Justify your answer from the case.

[CH2] Is Noor Abayas following a promotional push strategy or a pull strategy? Explain using evidence from the case.

[CH1] Classify each of the three first-month encounters (the blogger's review, the in-store discussion with the sales assistant, and the hotline calls) into the correct type of audience touch point, with a reason for each.

[CH6] Classify the CEO and the billboard models as types of sources, and identify which dimension of credibility the CEO mainly relies on and the process through which he persuades.

[CH6] Given the target audience described in the case, should GulfPay's main message be one-sided or two-sided? Justify your recommendation.

[CH5] According to the Elaboration Likelihood Model, which route to persuasion will viewers of the four-minute explainer video most likely follow, and what should the video therefore contain?