Marketing Final Exam

They watch television protectv is the only product of

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Unformatted text preview: on is the place a product, brand, or group of products occupies in consumers’ minds relative to competing offerings. PTS: 1 REF: 135 Thinking KEY: CB&E Model Product OBJ: 08-9 TOP: AACSB Reflective MSC: BLOOMS Application 123. There are a number of devices that parents can buy to prevent their children from hearing objectionable language while they watch television. ProtecTV is the only product of its kind that has an expandable dictionary. Parents can add words and phrases they find offensive, and the additional words will be deleted from soundtracks and captioning. ProtecTV uses a(n) _____ strategy. a. repositioning b. demarketing c. market integration d. undifferentiated targeting e. product differentiation ANS: E Product differentiation is a positioning strategy that some firms use to distinguish their products from those of competitors. PTS: 1 REF: 135 Thinking KEY: CB&E Model Product OBJ: 08-9 TOP: AACSB Reflective MSC: BLOOMS Application 124. Products such as bleaches, aspirin, unleaded regular gasoline, and some soaps are distinguished by differences such as brand names, packaging, color, smell, or “secret” additives. With these products, marketers attempt to convince customers that their product is significantly different from the others and should therefore be demanded over competing brands. These marketers are using: a. cannibalization b. perceptual mapping c. psychographic targeting d. integrated marketing e. product differentiation ANS: E Product differentiation is a positioning strategy that some firms use to distinguish their products from those of competitors. PTS: 1 REF: 135 Thinking KEY: CB&E Model Product OBJ: 08-9 TOP: AACSB Reflective MSC: BLOOMS Application 125. For years, fryer chickens sold in grocery stores were perceived to be a rather generic product–– one brand of chicken was much like another. Then Frank Perdue began an advertising campaign to tell consumers that his brand of chicken was more tender and a better choice. Perdue brought _____ to the marketing of fryer chickens. a. perceptual mapping b. product differentiation c. psychographic targeting d. market innovation e. cannibalization ANS: B Product differentiation is a positioning strategy that some firms use to distinguish their products from those of competitors. PTS: 1 REF: 135 Thinking KEY: CB&E Model Product OBJ: 08-9 TOP: AACSB Reflective MSC: BLOOMS Application 126. When the Sara Lee Bakery Group introduced Iron Kids Crustless bread (to save mothers the time and effort of slicing the crusts off sandwiches), it was using: a. PRIZM segmentation b. geodemographic segmentation c. niche marketing strategy execution d. product differentiation e. a target market chart ANS: D The purpose of product differentiation is to distinguish one firm’s products from those of another. PTS: 1 REF: 135 OBJ: 08-9 TOP: AACSB Reflective Thinking KEY: CB&E Model Product MSC: BLOOMS Application 127. Which of the following is a means of displaying or graphing,...
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This document was uploaded on 09/29/2013.

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