Chapter 7: 1. Aaron is charged with developing a positioning strategy for a new cologne from Calvin Klein. To reach the cologne’s target audience and set it apart from competitors, he’d like to use pop singer Charlie Puth as a spokesperson for the cologne. Which approach is Aaron most likely using in his positioning strategy development? A. Product class B. Product user C. Cultural symbol D. Price/quality E. Use/application 2. Pure Necessities produces a line of natural home cleaning products. It just developed an easy-to-use hardwood floor cleaner that thoroughly disinfects the floor without leaving any sticky residue or dulling of the woodgrain. If Pure Necessities follows the common practice for firms with a new product, which method of allocating funds will it most likely use? A. Percentage-of-sales B. Budget buildup C. Share-of-market/voice D. Objective/task E. Unit of sale 3. What is the principal benefit of integrated marketing communications (IMC)? A. The quality of service it provides to stakeholders B. The cost benefit it provides C. The synergy it creates D. The technological know-how it creates E. The flexibility it provides 4. What statement is true about the marketing plan? A. It reflects the goals of the advertising department. B. It should be as long and detailed as possible. C. It can be long and complex or very brief. D. It does not factor in the customer. E. It provides general strategies for achieving goals. 5. Plants Over Pork is introducing fresh, not frozen, plant-based breakfast sausage into supermarket meat cases. After creating awareness for the product, the company wants to communicate that the product has a classic breakfast sausage taste, is healthier than regular sausage, and is produced sustainably. The message that the company wants to communicate represents the _______ task of the advertising pyramid. A. Conviction B. Comprehension C. Time and dollars D. Action E. Desire 6. The _______ perspective of integrated marketing communications (IMC) sees customers as partners in an ongoing relationship, recognizes the terminology they use, acknowledges the importance of the whole communications system, and accepts the many ways they come into contact with the company or the brand. A. Bottom-up B. Top-down C. Stakeholder D. Inside-out E. Outside-in 7. Angie had an outpatient procedure yesterday at a local medical center. A representative called her today to ask how she was doing and whether she had any questions. Which of Kotler and Armstrong’s levels of relationships is illustrated by this call? A. Proactive relationship B. Reactive relationship C. Basic transactional relationship D. Partnership E. Accountable relationship 8. Review and revision of a formal marketing plan is an ongoing activity. A. True B. False 9. Corporate objectives are expressed in terms of net worth, earnings ratios, growth, or corporate reputation. A. True B. False 10.Relationship marketing is also called transactional marketing. A. True B. False