Exam #2 Questions

1. When firms sell virtually the same goods and services to both consumers and businesses, it is known as...
a. B to B buying environment.
b. dual channel marketing.
c. derived demand.
d. post-it notes.

2. One method firms use for segmenting consumer markets is...
a. gender.
b. industry.
c. demographics.
d.a quantitative model.

3. The message theme of an advertising campaign is...
a. an explanation of how the message will be delivered.
b. the development of a logical advertising management scheme.
c. the leverage point in a marketing campaign.
d. the outline of the key ideas the campaign is supposed to convey.

4. The leverage point of an ad...
a. leads the viewer to relate benefits with personal values.
b. creates the hierarchy of effects model.
c. is also known as a product's tagline.
d. is one aspect marketing teams must avoid at all costs.

5. ____________ strategies elicit emotions and affect the consumers reasoning skills by leading the consumer to act; preferably by making the purchase of a product.
a. cognitive
b. affective
c. conative
d. generic